• Asia Marketing Journal
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• v.12 no.1
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• pp.51-79
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• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Journal of Families and Better Life
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• v.22 no.5
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• pp.293-302
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• 2004

This study investigated the internship experiences of female college students who have participated in consumer counseling programs. The factors that determine interns' counseling time and interns' level of satisfaction with the programs were examined. Major results of this study are summarized in the following. First, interns' time spent on counseling consumers was the longest for the program at the Korean Consumer Protection Board, followed by the programs at consumer agencies and firms. The time spent on counseling by interns was shorter when there was l) a larger number of employees; 2) a smaller proportion of female employees: 3) a larger number of counseling rooms and a higher the frequency of counseling at the agency; and 4) a lower evaluation on the work performance of the counseling agency and the employees. Second, the level of utilization of interns was the highest in consumer agencies, followed by the Korean Consumer Protection Board. When all employees were female and the evaluated level of work performance of the counseling agency and employees was high, the level of intern utilization was also high. Third, the evaluated level of work performance was the highest at the Korean Consumer Protection Board, and interns' satisfaction with the internship program was the highest with the consumer agencies and the Korean Consumer Protection Board. Fourth, interns were highly satisfied with the program when the level of intern utilization was high and the agency's operation was evaluated as good.

• Journal of the Korean Society of Food Culture
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• v.26 no.1
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• pp.80-85
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• 2011

This study analyzed consumer attitude, habit strength, subjective norm, a pros evaluation, and intention to consume to estimate perceptible variables that affect apple consumption. Data were collected from 207 men and women through a selfadministrated questionnaire. A partial least squares regression was conducted as one of structural equation models to estimate and test hypotheses. The results showed that attitude, habit strength, and the pros evaluation affected the intention to consume apples, and that the intention increased apple consumption. The results also showed that some marketing strategies are needed to promote apple consumption and to make consumers change their intention, to develop habits for eating apples by changing their diets, and to impress upon them that apples are good for health. This can be interpreted as meaning that it is most important to understand consumer behavior, particularly consumer psychology, which is reflected in the recent trend of marketing that concentrates on meeting the consumer's needs rather than the producer's.

• Journal of the Korean Home Economics Association
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• v.44 no.11
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• pp.133-148
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• 2006

This study takes an effort to suggest solutions for medical service consumers' sovereignty. Specifically, consumer evaluation, information seeking level, and affecting factors on information seeking level were explored in terms of medical service. In present study, medical information included medical institution and doctors, prescription, diseases, medical treatment and medical expense. Medical service consumers' information seeking is identified as consumers' own efforts to acquire medical information through various sources. The analysis results suggested that consumers' information seeking level is even lower, while their evaluation level is somewhat low. Moreover, the result for information seeking level by consumer characteristics implied that people who have high education, high economic status, medical knowledge, and high attitudes for consumer right are active information seekers. Finally, consumer attitudes for right appeared most influential factor on information seeking level, implying direction for medical service consumer education.

• International Commerce and Information Review
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• v.8 no.4
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• pp.23-41
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• 2006

The present paper aims to examine the Influences of on line word of mouth(WOM) information valence and information contents to the information searcher. Specially, to examine the interaction effect it's two variables. For that purpose, we categorize WOM information valence into two subcategories; positive and negative, and WOM content into two subcategories; objective evaluation and subjective evaluation. We conducted experimentation design 2*2 and subjects are asked to their attitude and purchase intention after they are exposed each of four different types of WOM information. The result can be summarized as follow; First, the negative WOM has stronger effect on consumer's attitude and purchase intention than positive. Second, factual WOM has stronger effect on consumer's attitude and purchase intention than subject. Finally, when consumer face negative WOM, subjective WOM has more effect on consumer's attitude and purchase intention than factual. On the contrary, when consumer face positive WOM, factual WOM has more effect on consumer's attitude and purchase intention than subject. In conclusion, the korean Foreign Trade Act and other relative acts should be revised, and both educational services and health services should be contained within the definition of "the international trade" for the governmental benefits of supporting the services exportation.

• Journal of Family Resource Management and Policy Review
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• v.8 no.2
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• pp.15-26
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• 2004

This research evaluated counseling tasks performed by consumer counselors between Korea and Japan. Results of this research could be summarized as follows. First, not only female but also male counselors occupied counseling tasks in Korea, in Japan, all counselors were female, most of whom were married and older than in Korea. The average number of counselors in Korea was large than those in Japan, but income of counselors was higher in Japan. Average numbers of counseling were large, the level of perception on the significance of counseling tasks was lower in Korea, but degree of job satisfaction was higher in Korea than their Japanese counterparts. Second, evaluation scores of Korean counselors were higher than those in their Japanese counterparts in the light of objectiveness and fairness of counseling. On the other hand, the degree of job satisfaction among counselors and their perceptions on the significance of counseling tasks affected the evaluation scores. In contrast, both degree of job satisfaction and hours of job-training education generated those impacts. finally, Korean counselors highly evaluated their agencies' counseling tasks than their Japanese counterparts. In sum, this study showed that the overall performance of consumer counseling tasks was more positive in Korea than in Japan.

• Journal of Family Resource Management and Policy Review
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• v.13 no.4
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• pp.115-139
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• 2009

This study focused on the development of a scale measuring the effect of consumer education. The purposes of this study were to develop a tool which could measure consumer knowledge, consumer attitudes and consumer behavior. Data were collected from 266 college students. Analysis was done using frequency, cross tabulation analysis, reliability test, principle components factor analysis, confirmatory factor analysis (Amos 5.0), and multiple regression analysis. The results from this study were as follows: 1) Nine consumer knowledge factors (23-items) were identified: consciousness of consumer education and evaluation, consumer rights and allowance management, methods of consumer education and consumer institutions, green energy and environmental consumption, essence and content of consumer education, consumer rights and consumer duty, critical consideration and consumer's damage salvation, buying minds and decision-making, independent consumers. Total variance was 58.4%. Cronbach's alpha for the nine factors ranged from .68-.79. 2) Five consumer attitude factors (26-items) were identified: green environmental consumption, consumer's role and rights, resources saving and consumer's damage salvation, consciousness of consumers, and right consumption. Total variance was 59.2%. Cronbach's alpha for the five factors ranged from .89-.94. 3) Seven consumer behavior factors (27-items) were identified: social role and rights of consumer and consumer movement, right buying and segregated garbage collection, green environmental consumption and resources saving, altruism and decision-making, allowance management and impulse buying, consumer's damage salvation, and consciousness of consumer. The total variance was 59.1%. Cronbach's alpha for the seven factors ranged from .77-.88. Finally, a scale measuring the effect of consumer education consisting of 76 items (consumer knowledge: 23 items (9 factors), consumer attitude: 26 items (5 factors), consumer behavior: 27 items (7 factors)) was constructed.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.171-180
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• 2012

Purchasing behavior of brand clothes in internet shopping mall is largely used on the purpose of having a good quality of clothing, price advantage and shopping efficiency. This study aims to find out consumer's evaluation on the properties of brand clothes in internet shopping mall according to consumer's brand attitude(brand identification and brand pursue value). The influences consumers' evaluation of the properties of brand clothes on the purchase satisfaction and off-line brand image evaluation were also investigated. This study surveyed male and female consumers in their 20s~40s for empirical analysis in August 2011 who have purchased brand clothing through internet shopping malls. The survey was conducted on 254 subjects who were selected through online convenience sampling. Data were analyzed by using SPSS for Windows 12.0, and descriptive statistics, reliability analysis, factor analysis, and regression analysis were done as well. The results are as follows. First, it was identified that consumers' brand identification and brand pursue value had significant influence on the evaluation of physical, functional, and expressional product properties. Second, it was identified that consumers' evaluation on the brand clothing properties significantly influenced on internet purchase satisfaction and brand image evaluation. Especially, expressive property of brand clothes appeared to be the most influential factor on purchase satisfaction and brand image evaluation. The results of this study will help clothing companies with prestigious brand names to administer the product qualities with differentiation policy from off-line sales and satisfy the consumer needs in internet shopping, hence enhancing the brand image of the company.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.3
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• pp.69-80
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• 2023

The purpose of this study was to analyze the effects of consumers' fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of 'the influence of consumer's fashion design evaluation factors on design value', the fashion design evaluation factors of 'convenience', 'social activity usefulness' and 'fashion ability' had an effect on the emotional design value. 'Convenience', 'functional usefulness', 'social activity usefulness', 'fashionableness' and 'aesthetic' factors affected the rational design value. 'Convenience', 'fashionableness', 'aesthetic' and 'psychological self-conformity' had a positive (+) effect on kinesthetic design values. As a result of the analysis of 'Influence of consumer's fashion design value on brand loyalty', 'emotional design value', 'rational design value' and 'kinesthetic design value' affect attitude brand loyalty, and 'emotional design value' and 'kinesthetic design value' affect brand loyalty. It was found that 'kinesthetic design value' has an effect on behavioral brand loyalty. As a result of the analysis of 'the effect of consumer attitude brand loyalty on behavioral brand loyalty', it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.6
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• pp.1027-1038
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• 1996

The decision making procedure of consumer's post purchase is important because post purchase evaluation function is the physiological variables in repurchasing. The previous studies of post-purchase decision making showed that consumer compared the expectation of pre-buying with the performance of the product of post-buying. After consumers evaluates the products, consumer is satisfactory or dissatisfactory with products. And the satisfaction effects repurchase intention. The criteria which consumer didn't consider can be important to consumer after buying. Therefore the research problems are as follows; 1. To reveal the consumer's post-purchase clothing evaluative criterita and to indentify the dimensions of post-purchase clothing evaluative criteria. 2, To examine a causal model of the repurchase intention by post- purchase clothing evaluative criteria, satisfaction and brand attitude, A questionnaire was developed and administered 530 women living in Taejeon, and social daytime wear was selected as a clothing item for the study. Consumer's post-purchase clothing evaluative criteria were composed of six dimensions; Fit, Utility, Management, Transformation, Wearing/sewing, Esthetic factor. The main causal model of repurchase intention is that post-purchase clothing evaluative criteria - satisfaction - brand altitude - repurchase intention. Finally we found that the post-purchase clothing evaluative criteria were important because the repurchase intention depended on post-purchase clothing evaluation, too.