• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.967-978
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• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.

• The Journal of Industrial Distribution & Business
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• v.10 no.3
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• pp.35-44
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• 2019

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

• Journal of Society of Preventive Korean Medicine
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• v.3 no.2
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• pp.1-23
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• 1999

The purpose of this paper is to survey the current status of service utilization in oriental medicine, to identify the determinants of consumers' decision in the service utilization, and then suggest policy implications for promoting the consumers' utilization. A multiple regression model was adopted to analyze the factors that influence consumer's decision in purchasing the oriental medical services. Data used in this research relied on National Survey Data conducted by Korea Institute of Health and Social Affairs, and sampling survey. The results could be summarized as follows.: 1. the number of visits to oriental medical institutions has shown an overall increase during the last decade since the inception of health insurance for oriental medical services. It still, however, revealed a relatively iow figure to western medical services. 2. the main factors, after controlling demographic variables, that determine consumers' selection between oriental medical services and western medical services are considered to be price, belief in effectiveness of services, waiting time for service. Implications for policy recommendation include 1. to reduce a barrier to service utilization by discounting dramatically the price of herb medicine, which is believed to be crucial in expanding market share, 2. to encourage consumer's belief in clinical effectiveness through a specialization in competitive services compared with wertern medicine, 3. to keep the affirmative image among consumers alive through an active participation of oriental medical doctors in community activities, 4 to change the health care system in favor of oriental medicine in the long run.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.

• Horticultural Science & Technology
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• v.30 no.3
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• pp.325-328
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• 2012

A new Dendranthema grandiflourm 'My Sun' was developed at Gyeonggi-do Agricultural Research & Extension Services (GARES), Korea in 2009. 'My Sun' was initially derived from the cross in 2005 between 'Omega Time Orange', a potted chrysanthemum cultivar with orange single type, and 'Tasman', a potted chrysanthemum cultivar with white single type in 2005. The cultivar has single type flowers with yellow petals. Trial and evaluation was conducted from 2006 to 2009 for the selection of this variety, including a shading culture in spring and a retarding culture in winter. The flowering time of 'My Sun' was October 13th, and year-round flowering is possible by shading or lighting treatment. The diameter of flower is 21.0 mm. Numbers of flowers per stem and petals per flower are 34.4 and 20.4, respectively. Its leaf color was green (Green Group 137A) and plant height was 13.3 cm. Days to flowering under the short day treatment is about 42 in spring, and numbers of branch per plant was 3.4 ea in the winter. This cultivar was resistance to white rust and consumer's preference of new pot-mum is high level than control.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.3
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• pp.446-457
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• 2017

This study surveys the usage and satisfaction of car seat covers, analyzes the satisfaction and luxuriousness of materials used and provides basic data on optimum car seat covers that improve consumer satisfaction, stability, and comfort, while driving. The survey was conducted on 150 people in their 20s to 60s with a car. Consequently, achromatic colored car seat covers were used most and the satisfaction with black was very high. Interior & exterior harmony and the pursued car image were considered important, this consumer psychology impacted the color selection for car seat covers. The satisfaction reasons were different according to materials. Genuine leather was highly regarded in interior & exterior harmony (20.8%), excellent seat sensation (17.7%), excellent tactile sensation (11.5%), and luxuriousness (8.5%). For artificial leather, interior & exterior harmony (16.5%) and easiness of stain removal (13.6%) was rated high and fabric had excellent seat sensation (12.3%) and economics (10.8%). The material, heated and ventilated device affected car seat cover satisfaction. The luxurious image of car seat covers was pursed and was perceived mainly with a sense of sight. Luxury car seat covers were mainly created with materials. Genuine leather and black car seat covers increased luxuriousness. For car seat covers, those with flexibility, excellent compressive elasticity, and thickness were perceived as luxurious.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.2
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• pp.362-377
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• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• Journal of the Ergonomics Society of Korea
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• v.30 no.1
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• pp.229-235
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• 2011

Objective: Making a new ergonomic interface system based on camera vision system, which helps the handicapped in home environment. Background: Enabling the handicapped to manipulate the consumer electronics by the proposed interface system. Method: A wearable device for capturing the eye image using a near-infrared(NIR) camera and illuminators is proposed for tracking eye gaze position(Heo et al., 2011). A frontal viewing camera is attached to the wearable device, which can recognize the consumer electronics to be controlled(Heo et al., 2011). And the amount of user's eye fatigue can be measured based on eye blink rate, and in case that the user's fatigue exceeds in the predetermined level, the proposed system can automatically change the mode of gaze based interface into that of manual selection. Results: The experimental results showed that the gaze estimation error of the proposed method was 1.98 degrees with the successful recognition of the object by the frontal viewing camera(Heo et al., 2011). Conclusion: We made a new ergonomic interface system based on gaze tracking and object recognition Application: The proposed system can be used for helping the handicapped in home environment.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.40 no.1
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• pp.115-123
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• 2015

As LTE service and smartphone are emerging as the mainstream of mobile communications market, the value and importance of mobile data service has been further increased. MNO(mobile network operator)s already recognized the data service as essential market needs, and have appealed to consumers based on various satisfaction elements of data service such as faster transmission speed, expended data volume provided as default, and introduction of unlimited plan. So, in the smartphone market where has been mature, investigating what service attributes affect users' selection of data service is very meaningful from the perspectives of both the industry and the academic. Under this background, this study explores determinants influencing consumer's choice for mobile data service and analyzes relative importance of the attributes among different type of users. The findings of this study makes us extend our understanding of consumer characteristics and their service needs in data service centric era, and it provides some implications for establishing telecommunications policies and business strategies.

• Journal of Korean Home Economics Education Association
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• v.28 no.2
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• pp.79-93
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• 2016

This study analyzes the middle school Home Economics textbook's 'Adolescence consumption life' unit using framework of Education for Sustainable Development(ESD) to examine correlation with the current Home Economics ESD, and aims to provide the base data for the composition of the educational curriculum that can help the students cultivate the capability for leading sustainable life from the future oriented perspective and for the selection of educational contents. This study analyzes the 'Adolescence consumption life' unit in the Home Economics textbook of the 12 type revised curriculum of 2009. As for the analysis method, Romey's content analysis method is used to carry out in-depth analysis of the ESD content elements. The analysis demonstrates the following. First, content elements extracted commonly from the 'Adolescence consumption life' unit are analyzed with the ESD's criteria of analysis (environment, economic and social domain), which led to the composition with the sub content elements following 23 related topics. Secondly, content elements of 12 types of Home Economics textbook's 'Adolescence consumption life' unit used in middle school are analyzed in three domains, which led to social domain (68%), economic domain (58%) and environmental domain (40%) in the order mentioned. This focused on the role of the Adolescent-consumer on the active consumer that is presented in the 2009 revised educational curriculum, and it is possible to see that this is very closely related to the right to organize and to be active in terms of the human safety, consumption culture, social interest and group.