• Journal of Distribution Science
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• v.13 no.8
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• pp.81-90
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• 2015

Purpose - To vitalize a market or develop a new one, companies frequently release new products into the market, often by shortening the time to market, called the release period. This research aims to investigate the purchase intention behavior of consumers in terms of buying new products at the time of product release based on the release speed. Research Design, Data, and Methodology - The research reviews the influence of relative advantage, complexity, and compatibility among innovative attributes of new products, as proposed by Rogers. Moreover, it examines the moderating effect of the innovative new product attributes in terms of speed of obsolescence of old products and how that influences consumer purchase behavior. Additionally, this study tests the research hypotheses using empirical analysis. Results - The analysis demonstrated that the relative predominance (H1) and suitability (H3) of new products had a statistically significant positive influence on new product purchase intention. However, the complexity (H2) of new products had a statistically significant positive influence on new product purchase intention in contrast to its predicted sign (-). The results of the moderating effect of the old product use period were as follows. H4-1 was not supported since the difference between the path coefficients of the group with the low level old product use period and the group with the high level, represented by the relationship of relative predominance and new product purchase intention, was not statistically significant. H5-1 was also not supported since the difference between the path coefficients of the group with the low level of old product use period and the group with the high level, represented by the relationship of complexity and new product purchase intention, was not statistically significant. However, H4-2 was supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of relative advantage and new product purchase intention was statistically significant. H5-2 was not supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of complexity and new product purchase intention, was not statistically significant. H6-2 was also not supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of compatibility and new product purchase intention, was not statistically significant. Conclusion - According to the results, only H4-2 among the hypotheses on the moderating effect of the old product use period and use frequency was statistically significant. Future research should focus on carrying out a detailed review of the hypothesis on the moderating effect of the old product usage period and frequency, find the cause, and connect this to potential new research.

• Journal of Digital Convergence
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• v.14 no.1
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• pp.151-161
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• 2016

As part of a policy to address climate change and pollution problem, the government introduced a green credit card scheme in order to motivate pro-environmental behaviors in July 2011. It is important to present the specific ways to facilitate pro-environmental behaviors using the consumer behavior pattern data. This study was a result of data from total fifty seven thousands customer purchasing history data of green credit card to be created for the 3 months from January to March 2015. As the analysis process is put in to operation the analysis of the purchasing customer's profile firstly, and the second come into association analysis to consider the buying associations for green products purchasing networks, the third estimate the useful parameters to affect the customer's pro-environmental behavior and customer characteristics. It shows that royal customers are from 30 to 40 years old and their incomes are from 30 million won to 40 million won. Especially, they live in Daegu, Gyeonggi, and Seoul.

• Journal of Distribution Science
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• v.6 no.1
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• pp.117-128
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• 2008

The purpose of the research is to furnish basic data for efficient and effective marketing by examining the correlation how a certain element effects on customer's selection behavior, when they choose private label branded clothes at the store of giant discount store like E-.mart, Home-plus, Lotte-mart and 2001 outlet. We come to the following conclusions through such procedures; What we found on this study is that main factors of decision related purchasing garment of private brand in giant discount store is based on the sales price, quality of products and needs of customer's using. Further to this, in terms of choice activity in private brand clothes, we realized the price value is depend on the resonable price with the items because nowadays most customers can be compare to other discount store around their shopping place including trend of garment and quality of products. The order of the general inclination in selection behavior of private branded garment in giant discount store is as follows; Sales price > style & trend > quality of product and substantial convenience > display and prompt buying. Judging from the conclusion of the research we noted that customer's satisfaction comes from their target price to supply substantial needs and in terms of styling of clothes should be considered current trendy compared to national brand as well.

• Science of Emotion and Sensibility
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• v.24 no.1
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• pp.11-24
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• 2021

This study investigates the buying behavior pertaining to Japanese brands according to the degree of patriotism of consumers in their 20s. A survey of 235 university students was conducted; the survey questioned the basic purchasing attitudes of consumers in their 20s regarding outerwear and underwear and then surveyed the purchasing attitudes regarding U brand's (representative Japanese brand) outerwear and underwear. To detect the correlation between patriotism and U brand purchases, this study asked questions about patriotism and investigated basic personal information. The research results were as follows. First, there was a significant difference in consumer's purchasing attitude toward outerwear and underwear. When of consumers who are in their 20s purchase outerwear, its design was the most important factor, whereas when purchasing underwear, functionality was the most crucial factor. Second, it was confirmed that consumer's attitudes toward U brand's outerwear and underwear differed. Although the evaluation of U brand's outerwear design was not positive, the consumer tended to be satisfied with the price. U brand's score concerning the functionality of underwear products received a slightly positive response. Third, a total of 235 respondents were divided into a high- and low-patriotism-group based on questions about patriotism. There were significant differences in their attitudes toward clothing and consumer's purchasing behavior at U brand. Highly patriotic consumers thought negatively about U brand outerwear products in terms of price and product quality than low patriotic consumers; however, there was no significant difference only regarding design evaluation. For underwear products, low patriotic consumers were more positive about the price, design, and functionality of U brand products than high patriotic consumers.

• Journal of Convergence for Information Technology
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• v.11 no.1
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• pp.261-267
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• 2021

This study aims to explore the effect of beauty lifestyle behaviors on the pursuit of beauty values and cosmetics purchasing behaviors in female college students, identify consumption market of female college students in beauty industry and contribute to the advancement of beauty industry. Data were collected by conducting a survey in 328 students. The survey was performed using self-administered questionnaires answered by the respondents themselves. The survey items were rated on a 5-point Likert scale and multiple choice question type was used. Statistical analyses were done using SPSS Statistics ver. 22.0. The study results are as follows. First, the regression analysis on the effect of beauty lifestyle behaviors on the pursuit of beauty values were found to be impacted on the sub-variables of beauty lifestyle behaviors including manicure, make-up, diet, body-shaping, and shopping behaviors (p<0.01). Second, the results of a difference in the pursuit of beauty values by cosmetics purchasing behavior showed that purchase frequency of cosmetic products for buying cosmetics were found to be statistically significant Third, as the results of a difference in cosmetics purchasing behaviors by beauty lifestyle behavior, reasons for the purchase frequency of cosmetic products, cost of purchasing cosmetics were statistically significant.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.367-373
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• 2022

The purpose of this study is to derive the factors for purchasing a meal kit in their 20s and 30s and analyze the purchasing behavior from which factors they want to buy a meal kit in each lifestyle type. The first methodology of this study is inducing 7 factors derived from previous research on purchasing a meal kit. The second is the in-depth interview on 3 male and 3 female participants with clear purchasing criteria. As a result of the study, meal kit buyers in their 20s-30s evaluated the importance of purchasing factors in the order of quality, convenience, and taste on average in the survey. In in-depth interviews, more than half answered that they could be satisfied with the experience of using the meal kit at least freshness met. In conclusion, MZ generation meal kit consumers have a high rate of pursuing rational consumption. This study is valuable in understanding the priorities of the MZ generation's meal kit purchasing attributes and examining lifestyle type's purchasing behaviors.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.3
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• pp.351-363
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• 2007

Previously, we analyzed for nutrition knowledge and the use of nutrition knowledge in the everyday lives of students in order to develop nutrition education programs that focus on desirable behavior change. From this, we found that female students desired to participate in nutrition education more than male students, and regarding their concerns for nutrition education, 73.2% of the females and 50.0% of the males displayed interest in 'obesity and the regulation of body weight'. Therefore, this study showed female students give more attention to the obesity and the regulation of body weight than male students(p=.000<.001). In addition, female students had higher interests($8.63{\pm}1.67$) than male students ($7.45{\pm}2.03$) in nutrition knowledge(p=.000<.001). By investigating the use of nutrition knowledge in everyday life, our research indicated that the actual use of nutrition knowledge was less. To encourage students to persue dietary lives addressing the concerns confirmed above, the following needed to occur. 1) Provide them nutrition information for the main processed foodstuffs encountered when dining out(breads, cakes, cookies, and carbonated beverage). 2) Teach them to read food nutrition labels. 3) Help them find a lifestyle connection through lasting self-management methods and the generation of social support. Accordingly, this required developing effective and practical nutrition education programs that considered regional characteristics and gender differences. The most important factors considered during nutrition education program development were the need for motivation and ongoing education by stage of change, rather than temporal education through specific problem analysis, in order that those being educated may bring about a change of behavior by themselves. Therefore, from this study, we have suggested the use of multilateral operating strategies for successful nutrition education. In addition the phase model of behavior change should be applied. Our programs were aimed at self owned nutritional management so that students could master their own methods for acquiring skills and enjoying dietary life. The research may be summed up as follows. First, the purpose of education at the recognition stage of change was to attempt motivation for nutrition improvement, by analyzing the problems such as food buying habit and the main purchasing viewpoints when dining out. Second, the purpose of education at the action stage of change was to help students acquire of concrete methods for behavior modification by linking the program to their home as well as to teachers with various activities that suited the situation at school. This was done by analyzing the processes and decisions pertaining to dining out the main processed foodstuffs and principal components, etc. through data and experimental practice. Third, the purpose of education for changing of habits and values, or the maintenance stage, was to investigate the various reasons that undesirable behaviors were induced, and then determine a lasting self-management method as well as how to generate social support. If the nutrition education program developed in this study is utilized on site, someone in the primary role as the nutrition educator and trained specifically in nutrition, can help induce the health promotion in the community as well as lasting dietary management, by executing a link with families in parallel with educating teaching staff and students' parents. In addition, this program can playa role in the government policies related to the health promotion for our youth who are the foundation of our nation and who can enhance our national competitive power.

• Journal of Intelligence and Information Systems
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• v.22 no.4
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• pp.157-176
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• 2016

For a long time, mobile phone had a sole function of communication. Recently however, abrupt innovations in technology allowed extension of the sphere in mobile phone activities. Development of technology enabled realization of almost computer-like environment even on a very small device. Such advancement yielded several forms of new high-tech devices such as smartphone and tablet PC, which quickly proliferated. Simultaneously with the diffusion of the mobile devices, mobile applications for those devices also prospered and soon became deeply penetrated in consumers' daily lives. Numerous mobile applications have been released in app stores yielding trillions of cumulative downloads. However, a big majority of the applications are disregarded from consumers. Even after the applications are purchased, they do not survive long in consumers' mobile devices and are soon abandoned. Nevertheless, it is imperative for both app developers and app-store operators to understand consumer behaviors and to develop marketing strategies aiming to make sustainable business by first increasing sales of mobile applications and by also designing surviving strategy for applications. Therefore, this research analyzes consumers' mobile application usage behavior in a frame of substitution/supplementary of application categories and several explanatory variables. Considering that consumers of mobile devices use multiple apps simultaneously, this research adopts multivariate probit models to explain mobile application usage behavior and to derive correlation between categories of applications for observing substitution/supplementary of application use. The research adopts several explanatory variables including sociodemographic data, user experiences of purchased applications that reflect future purchasing behavior of paid applications as well as consumer attitudes toward marketing efforts, variables representing consumer attitudes toward rating of the app and those representing consumer attitudes toward app-store promotion efforts (i.e., top developer badge and editor's choice badge). Results of this study can be explained in hedonic and utilitarian framework. Consumers who use hedonic applications, such as those of game and entertainment-related, are of young age with low education level. However, consumers who are old and have received higher education level prefer utilitarian application category such as life, information etc. There are disputable arguments over whether the users of SNS are hedonic or utilitarian. In our results, consumers who are younger and those with higher education level prefer using SNS category applications, which is in a middle of utilitarian and hedonic results. Also, applications that are directly related to tangible assets, such as banking, stock and mobile shopping, are only negatively related to experience of purchasing of paid app, meaning that consumers who put weights on tangible assets do not prefer buying paid application. Regarding categories, most correlations among categories are significantly positive. This is because someone who spend more time on mobile devices tends to use more applications. Game and entertainment category shows significant and positive correlation; however, there exists significantly negative correlation between game and information, as well as game and e-commerce categories of applications. Meanwhile, categories of game and SNS as well as game and finance have shown no significant correlations. This result clearly shows that mobile application usage behavior is quite clearly distinguishable - that the purpose of using mobile devices are polarized into utilitarian and hedonic purpose. This research proves several arguments that can only be explained by second-hand real data, not by survey data, and offers behavioral explanations of mobile application usage in consumers' perspectives. This research also shows substitution/supplementary patterns of consumer application usage, which then explain consumers' mobile application usage behaviors. However, this research has limitations in some points. Classification of categories itself is disputable, for classification is diverged among several studies. Therefore, there is a possibility of change in results depending on the classification. Lastly, although the data are collected in an individual application level, we reduce its observation into an individual level. Further research will be done to resolve these limitations.

• Journal of Distribution Science
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• v.9 no.1
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• pp.39-48
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• 2011

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage. Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value-such as perceived acquisition value and perceived transaction value-in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer's willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people eventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

• Journal of Distribution Science
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• v.13 no.9
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• pp.81-93
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• 2015

Purpose - "Showrooming" refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of "showroomers," who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology - To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed. Results - Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions - These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.