• Journal of Korean Home Economics Education Association
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• v.24 no.2
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• pp.87-99
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• 2012

The purpose of this study is to investigate the relation among adolescents' school consumer education, cell phone consumption behavior and satisfaction with cell phone consumption life. Finally, this study aims to find right ways for leading to adolescents' reasonable consumption life and improving the school consumer education. A survey was conducted to the second grade students 430 of middle school residing in Seoul and the Capital area. As the result of examining the relation among school consumer education, consumption behavior, and consumption life satisfaction, the learning of 'information analysis and decision making process' has a positive effect on 'reasonable purchase and active problem-solving' behavior, and the learning of 'consumption culture' on 'active problem-solving and ethic use' behavior, the learning of 'problem-solving and rights and responsibilities' on 'ethic use' behavior. In addition, it shows that 'ethic usage behavior' in consumption behavior has a positive influence on 'relation satisfaction', and 'reasonable purchase' behavior and 'active problem-solving' behavior on 'practical usage satisfaction'.

• Journal of Distribution Research
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• v.17 no.2
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• pp.1-28
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• 2012

I. Introduction : The purpose of this study is to test empirically hypothetical causality among constructs used in previous studies to build the model of relational market behavior on customers' participation and consumer-brand relationship after introducing theories of relationship marketing, loyalty program, consumer-brand relationship, customers' participation in service marketing as previous studies with regard to relational market behavior, which Bagozzi(1995) and Peterson(1995) commented on constructs and definition suggested by Sheth and Parvatiyar (1995). For this purpose, loyalty program by the service provider, customers' participation and consumer-brand relationship as preceding variables explain relational market behavior defined by Sheth and Parvatiyar(1995). This study proposes that loyalty program as a tool of relationship marketing will be effective in that consumers' participation in marketing relationship results in a narrow range of choice(Sheth and Parvatiyar, 1995) because consumers think that their participation motive result in benefits(Peterson, 1995). Also, it is proposed that the quality of consumer-brand relationship explain the performance of relationship as well as the intermediary effect because the loyalty program could be evaluated based on relationship with customers. We reviewed the variables with regard to performance of relationship based on relation maintain in marketing literature, and then tested our hypotheses related to several performance variables including loyalty and intention of relation maintain based on the previous studies and constructs(Bendapudi and Berry, 1997 ; Bettencourt, 1997 ; Palmatier, Dant, Grewal and Evans, 2006 ; You Jae Yi and Soo Jin Lee, 2006). II. Study Model : Analyses about hypothetical causality were proceeded. The marketing effect of loyalty program on relational market behavior was empirically tested in study regarding a service provider. The research model in according to the path hypotheses (loyalty program ${\rightarrow}$ customers' participation ${\rightarrow}$ consumer-brand relationship ${\rightarrow}$ relational market behavior and loyalty program ${\rightarrow}$ consumer-brand relationship, and loyalty program ${\rightarrow}$ relational market behavior and customers' participation ${\rightarrow}$ consumer-brand relationship, and customers' participation ${\rightarrow}$ relational market behavior) proceeded as an activity for customer relation management was suggested. The main purpose of study is to see if relational market behavior could be brought as a result of developing relationship between consumers and a corporate into being stronger and more valuable when a corporate or a service provider try aggressively to build the relationship with customers (Bettencourt, 1997; Palmatier, Dant, Grewal and Evans, 2006; Sheth and Parvatiyar, 1995). III. Conclusion : The results of research into the membership fitness club, one of service areas with high level of customer participation (Bitner, Faranda, Hubbert and Zeithaml, 1997; Chase, 1978; Kelley, Donnelly, Jr. and Skinner, 1990) are as follows: First, causalities in according to path hypotheses were tested, after the preceding variables affecting relational market behavior and conceptual frame were suggested. In study, all hypotheses were supported as expected. This result confirms the proposition suggested by Sheth and Parvatiyar(1995), who claimed that intention of consumer and corporate to participate in marketing relationship brings high level of marketing productivity. Also, as a corporate or a service provider try aggressively to build relationship with customers, the relationship between consumers and a corporate can be developed into stronger and more valuable one (Bettencourt, 1997; Palmatier, Dant, Grewal and Evans, 2006). This finding supports the logic of relationship marketing. Second, because the question regarding the path hypothesis of consumer-brand relationship ${\rightarrow}$ relational market behavior are still at issue, the further analyses were conducted. In particular, there existed the mediating effects of consumer-brand relationship toward relational market behavior. Also, multiple regressions were conducted to see if which one strongly influences relational market behavior among specific question items with regard to consumer-brand relationship. As a result, the influence between items composing consumer-brand relationship and ones composing relational market behavior was different. Among items composing consumer-brand relationship, intimacy was an influence of sustaining relationship, word of mouth, and recommendation, intimacy and interdependence were influences of loyalty, intimacy and self-connection were influences of tolerance and advice. Notably, commitment among items measuring consumer-brand relationship had the negative influence with relational market behavior. This means that bringing relational market behavior is not consumer-brand relationship without personal commitment, but effort to build customer relationship like intimacy, interdependence, and self-connection. This finding confirms the results of Breivik and Thorbjornsen(2008). They reported that six variables composing the quality of consumer-brand relationship have higher explanation in regression model directly affecting performance of consumer-brand relationship. As a result of empirical analysis, among the constructs with regard to consumer-brand relationship, intimacy(B=0.512), interdependence(B=0.196), and quality of partner(B=0.153) had the effects on relation maintain. On the contrary, self-connection, love and passion, and commitment had little effect and did not show the statistical significance(p<0.05). On the other hand, intimacy(B=0.668) and interdependence(B=0.181) had the high regression estimates on word of mouth and recommendation. Regarding the effect on loyalty, explanation level of the model was high(R2=0.515), intimacy(0.538), interdependence(0.223), and quality of partner(0.177) showed the statistical significance(p<0.05). Furthermore, intimacy(0.441) had the strong effect as well as self-connection(0.201) and interdependence (0.163) had the effect on tolerance and forgive. And these three variables showed effects even on advice and suggestion, intimacy(0.373), self-connection(0.270), interdependence (0.155) respectively. Third, in study with regard to the positive effect(loyalty program ${\rightarrow}$ customers' participation, loyalty program ${\rightarrow}$ consumer-brand relationship, loyalty program ${\rightarrow}$ relational market behavior, customers' participation ${\rightarrow}$ consumer-brand relationship, customers' participation ${\rightarrow}$ relational market behavior, consumer-brand relationship ${\rightarrow}$ relational market behavior), the path hypothesis of customers' participation ${\rightarrow}$ consumer-brand relationship, was supported. The fact that path hypothesis of customers' participation ${\rightarrow}$ consumer-brand relationship was supported confirms assertion by Bitner(1995), Fournier(1994), Sheth and Parvatiyar(1995) about consumer relationship to participate in marketing relationship.

• Journal of Industrial Convergence
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• v.2 no.2
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• pp.197-218
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• 2004

The purpose of this study is to supply basic marketing information and establish effective marketing strategy of internet retail stores, by analyzing internet shopper's perception and complaining behavior. To accomplish this study objective, 172 individuals were selected and surveyed with questionnaire method. The result of empirical analysis is summarized as follows. There were significant differences between consumer types and consumer's perception of internet shopping for price, variety of product, fitness, interest, return policy. And there were statistically significant differences in the types of complaining behavior by consumer types.

• Journal of Distribution Science
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• v.11 no.1
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• pp.45-53
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• 2013

Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

• Journal of Korean Home Economics Education Association
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• v.19 no.3
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• pp.1-17
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• 2007

The purposes of this study are to examine the adolescents' consumer knowledge and consumption behavior and analyze the factors affecting them. The sample of this study is 640 middle school students living in kyunggi province. The data are collected using structured questionnaires and analyzed by the descriptive statistics, t-test, One-way ANOVA and multiple regression analysis. The results of this study are as follows. First, the third grade students and the female students get higher scores in the consumer knowledge compared with the first grade and the male students. Other factors affecting the level of consumer knowledge are occupation of parents, education level of mother, household income and GPA. Second, the consumption behavior of students is moderately resonable and affected by sex and grade of students, education level of mother, household income, and GPA. Third, the adolescent's consumer knowledge affects their consumption behavior. The results of multiple regression analysis show that 4% to 9% of variances of sub categories of the consumption behavior are explained by the level of consumer knowledge. Since the consumer knowledge learned at schools is rarely transferred to the reasonable consumption behavior, the systematic and relevant consumer education considering the development stages of adolescents is required in the future.

• Journal of Distribution Science
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• v.22 no.1
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• pp.47-59
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• 2024

Purposes: The study aimed at examining the impact of the COVID-19 pandemic on the shift of online consumer purchasing behavior and whether the new behaviors would be maintained after the epidemic season. The study also aims to investigate how online customers change based on perceived risks. Research design and Methodology: The study investigated purchasing behavior of the same 377 online Vietnamese consumers during two periods: (1) during the period of social distancing and (2) one and half year after that, allowing data to be collected in real time, so that consumers do not have to recall their behavior. Results: Purchasing behavior appeared to be more influenced by gender, age and household size. Aged consumers are more concerned about risks than those in the younger group, who only worry about the risks during the pandemic. Consumers in households with two or more people are more concerned about the risks than those living alone. Female appeared to be more influential in both during and after pandemic than male. Conclusions: The findings contribute to clarify shift of online consumer purchasing behavior, which helps business to develop effective marketing strategies and enhance their presence in the e-commerce sector.

• Journal of Fashion Business
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• v.16 no.2
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• pp.1-11
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• 2012

The purpose of this study was to examine the effects of UBL (Ubiquitous basedlearning) on fashion and consumer behavior course. Thirty-one undergraduate university students completed a 15-week capstone course in a clothing and textiles department. About sixteen percent students were majoring in liberal arts and sixty-three percent of the participants were majoring in the clothing and textiles. Mainly, the participants were junior and senior undergraduate students. The participants demonstrated positive attitude toward the UBL (Ubiquitous based-learning) on fashion and consumer behavior course. The results showed that seventy-seven percent of the participants have more opportunities to handle multi-media resources using social network and social media. Eighty percent of the participants have been developed of communication skills. Seventy-one percent of the participants were helped to learn foreign language skills. Overall, most of the participants were satisfied that their presentation skill was improved in class and they had willing to recommend the class to other students for the future.

• Journal of the Korean Home Economics Association
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• v.43 no.4 s.206
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• pp.141-159
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• 2005

The purpose of this study is to examine the effects of warning labels of consumption goods on consumer behavior and the consumers' evaluation in order to suggest a policy of warning labels and the Product Liability Law. The following items which are somewhat risky but are used in everyday the were selected: cup noodles, one-touch can foods, washing machine, microwave range, dry cell, hydro-oxygen detergent, baby-walker, and block-toys. Data were collected from 345 respondents by internet survey with the following results. (1) The average score of the effects of warning labels on consumer behavior was so low that warning labels are not considered effective, especially in block-toys, dry cell, and baby-walker. (2) Consumers' evaluation scores on the character size, design and sticking place of warning labels were very low. Therefore an effort to make warning labels more effective is needed.

• Asia Marketing Journal
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• v.17 no.1
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• pp.1-26
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• 2015

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.990-1000
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• 1998

The purpose of this study is to find out the relationship between consumer's economic environments and clothing buying behaviors. Consumer's economical environments can be identified as the influence of IMF and subjective social classes. And clothing buying behavior can be defined such as clothing buying motives, informants, clothing selective standards, price, patronage store in terms of consumer decision making process. This study was carried out in theoretical and empirical ways. The questionnaire was administered to 375 university students living in seoul during the April, 1998. The results of empirical study were as follows; First, Consumer's individual characteristics are proven to be significantly related to the influence of IMF and subjective social classes. Second, the influence of IMF is proven to be significantly correlated to the clothing buying behavior. Third, the subjective social classes is proven to be partially related to the clothing buying behavior.