• 한국의류학회지
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• 제37권7호
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• pp.882-893
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• 2013

This study provides an efficient marketing strategy for the cosmetic market by analyzing the effect of consumer desire on buying motive, brand satisfaction, brand attachment, and brand loyalty. The research conducted a survey using convenience sampling for adult women (from 20 years to 60 years) who purchased cosmetic items within 6 months. A total of 463 samples were used for the final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and a structural equation modeling analysis. Customer cosmetic consumption need had six factors: exhibition need, safety need, need to look younger and to pursue beauty, need to go along with others, eco-friendly need, and pleasure need. The buying motive had four factors: others-oriented motive, motive to keep skin healthy, economic motive, and motive to change products. The causality model showed that customer consumption need influenced buying motive, brand satisfaction, brand attachment, and brand loyalty. There were also significant effects on buying motive for brand satisfaction, brand attachment, and brand loyalty. In addition, there were indirect effects on the relationship between customer consumption need and brand loyalty. The pursuit for pleasure had a significant indirect effect on brand loyalty.

• 복식
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• 제15권
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• pp.253-265
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• 1990

This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

• 가정과삶의질연구
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• 제25권2호
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• pp.155-172
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• 2007

This study is a qualitative analysis aimed at facilitating a plan of social support for heavy debtors. for this purpose, the status of issues related to heavy debtors in Japan is considered, and more is revealed about the status of operation for non-profit organizations and groups of heavy debtor victims as counseling agencies for heavy debtors. In addition, through interviews conducted with the counselors of these organizations, a survey has been made on whether the credit counseling provides particular functions for and increases the satisfaction of debtors. The root of Japan's large number of heavy debtors lay in that country's excessive growth of consumer financing, the increase of its use, the structural problems on the lending system of consumer financing and legal insufficiency, to name of few fundamental problems. The interviews on debtor counseling in private organizations revealed that the debtors being counseled showed a great change, due primarily to group counseling and activities, in such aspects as psychological stability, learning and understanding about heavy debts and willingness to take action for solving their own problems. In addition, regarding the aspects of time and cost, specialty, mutual exchange of experienced persons, psychological care and educational functions, the importance of the debtor counseling group's role has been established. To improve the problems of heavy debtors in Korea, there is a need to promote the importance of debtor counseling increase the interest and support of the administration, create a sense of solidarity among related organizations and promote public education on consumer credit. The support of the consumer credit industry and the development of human resources are also badly needed.

• 한국의상디자인학회지
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• 제20권3호
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• pp.33-48
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• 2018

The purposes of this study were to investigate the social instrumentality of appearance, appearance orientation, and cosmetics purchasing behaviors of Chinese male consumers, and to find differences in the cosmetics purchasing behaviors of the male consumer groups, which were segmented by the social instrumentality of appearance and appearance orientation. The subjects were 400 adult males in their 20s to 30s from Gillim province in China. The measurements consisted of the social instrumentality of appearance, appearance orientation, cosmetics purchasing behavior, and the subject' demographic attributes. The data was analyzed by descriptive statistics, frequency analysis, $x^2$ test, multiple response analysis, cluster analysis, ANOVA, and Duncan's multiple range test, using SPSS program. The results were as follows. First, young Chinese male consumers had a high sense of the social instrumentality of appearance, but the tendency to invest time and effort to enhance their looks was still low. Second, on the basis of the social instrumentality of appearance and appearance orientation, young Chinese male consumers were classified into four groups (high involvement group, instrumentality group, orientation group, and low involvement group). Third, the four male consumer groups revealed many significant differences in various cosmetic purchasing behaviors (purchasing items, information sources, product selection criteria, purchasing motives, purchasing locations, store selection criteria, purchasing price, purchasing frequency, and cosmetics improvements). Therefore, the social instrumentality of appearance and appearance orientation are seen as significant variables to effectively segment the Chinese male consumer market. The cosmetics companies targeting young Chinese men need to establish differentiated marketing strategies, considering the characteristics of each segment of the consumer market.

• 감성과학
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• 제10권2호
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• pp.177-186
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• 2007

골프의 대중화가 이루어짐에 따라 다양한 연령대가 골프웨어 시장에 흡수되면서 기존의 $50{\sim}60$대 고객 뿐 아니라 $30{\sim}40$대 전문직 종사자들과 20-30대의 젊은 새로운 소비자층이 형성되어 골프웨어에 대한 소비자의 요구도 다양화되어 가고 있다. 본 연구는 골프웨어에 대한 새로운 소비자 요구를 조사하고 분석하여 다양하고 폭넓어진 골프웨어 시장에서 차별화된 상품개발과 기획에 반영할 수 있는 자료를 제공하고자 하였다. 본 연구의 조사 대상자는 대전지역에 위치한 골프 연습장을 이용하고 있는 20세 이상의 남녀 150명으로 하였다. 조사방법은 설문지법(Questionnaire method)으로 설문지의 내용은 남녀 골프 참가자들의 인구 통계학적 특성과 운동습관 및 태도에 관한 문항, 현재 착용 중인 골프웨어의 특성에 관한 문항, 골프웨어에 대한 소비자 요구 사항 문항으로 총 45문항을 개발하여 조사를 실시한 결과. 다음과 같은 결론을 도출하였다. 조사대상자 들이 현재 착용하고 있는 골프웨어에 대한 특성을 살펴 본 결과, "착용쾌적감이 좋다", "신축성이 있어 활동적이다", "사이즈가 전반적으로 잘 맞는다", "촉감이 좋다"의 문항들에서는 3.5점 이상의 높은 평점을 나타냈으나, "적당한 가격이다", "보푸라기가 잘 생기지 않는다", "세탁후 수축, 신장, 탈색, 이염이 잘 일어나지 않는다"등의 문항들은 3점이하의 비교적 낮은 평가 결과를 나타내었다. 골프웨어에 대한 소비자 요구사항을 파악하여 제품개발에 반영할 수 있도록 하기 위하여 21개의 소비자 요구사항을 추출하였다. 골프웨어에 대한 소비자의 요구사항 중 "착용감"이 가장 중요하게 고려되는 항목으로 나타났으며, 그 다음으로는 "흡수성", "촉감", "신축성", "차외선 차단", "사이즈"등의 순으로 중요하다고 응답하였다. 골프웨어에 대한 소비자의 요구사항이 어떤 차원으로 구성되어 있는가를 밝히기 위해 요인분석을 실시한 결과, 유행/디자인 특성요인, 섬유소재 특성요인, 위생성능 특성요인, 체형보정 특성요인 등 4개의 요인이 추출되었다.

• 경영과정보연구
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• 제36권2호
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• pp.59-79
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• 2017

본 연구는 공정무역과 관련된 소비자의 자기결정성 심리욕구(자율성, 유능성, 관련성)와 공정무역제품과 관련된 브랜드 자산 간의 관계를 실증분석을 통하여 검증하고자 하였다. 기존 공정무역과 관련된 소비자 반응의 선행연구들과 차별적으로 보다 더 소비자의 내적 욕구 충족성에 기반 한 전략적 브랜드 관리로 연결시키고 있다는 점에서 의의가 있다고 할 수 있다. 구체적으로 본 연구의 실증분석의 결과, 자기결정성 심리욕구와 브랜드 자산 간 관계는 소비자의 공정무역에 대한 태도를 중심으로 브랜드 자산이 과정적으로 인식되고 있음이 밝혀졌으며, 특히 유능성과 관련된 소비자의 욕구충족성은 전략적으로 중요한 구성개념임이 밝혀졌다. 본 연구의 연구결과를 토대로 향후 공정무역제품과 관련된 브랜드 자산의 전략적 관리에 중요한 시사점을 제공해 줄 것으로 기대된다.

• 대한가정학회지
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• 제43권6호
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• pp.61-79
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• 2005

The purpose of this study was to determine the leading causes of choosing to be single through in-depth interview. In the study I applied Hermeneutic Phenology to clarify the relationship between the past experiences and values of the subjects. I analyzed the leading causes that have drawn them to stay single, and the gender differences on the two subjects. The causes of being single were divided into two categories; personal factors and socio-environmental factors. The personal factors were standard value by birth order, expectation from parents, overcoming economic difficulty, and lack of interest toward the opposite sex. The socio-environmental factors were achievement at work, and ease of living. Staving single is not a special way of life. As found in the study, the cause of being single is not determined at birth, but rather results from being raised to be single in a way. The main cause of being single was basically based on the environment in which they were raised including parents' attitudes, economic situation, and sibling order We are living in a society of diversity. Being and staying single is a personal choice, that is one aspect of diversity. Therefore we need to widen our vision to accept the single life as one of the normal life styles and one for special treatment. We have to approve of other people's life styles as long as of causes no harm for the development of society. On the other hand, we need to be more serious about the family itself and having family. Finally I think we need to develop various family programs targeted at a diverse range of families rather than only at the normal family.

• 유통과학연구
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• 제14권8호
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• pp.123-128
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• 2016

Purpose - Korean Wave that overspreads around Asia and America, especially the Korean beauty wave, has reached Mongolia and Mongolian consumers. Mongolia consumers usually prefer foreign cosmetic brands to local brands, because the local brands cannot satisfy fast changing needs and wants of local consumers. Research design, data, and methodology - Based on previous studies about life style of Mongolian consumers, advertisement properties and consumer behaviors, we propose a research model and related hypothesis. In order to test hypotheses, we analyzed 366 survey data out of 376 by eliminating improper 10 responses. Factor analysis and reliability analysis was conducted by SPSS 22.0. We used multiple regression analysis and parameter analysis to test the relation between variables. Results - As exploring the Mongolian consumers' current usage of cosmetic products, we found that the customers' focus is how the products fit with their skin. Mongolian consumers often get the information about cosmetic products through TV and internet. Mongolian consumers show positive attitudes on the appearance of Korean celebrities in responsibility, while there is no significant effect on attractiveness. Mongolian consumer's behaviors toward brand have positive effect on both responsibility and attractiveness of Korean commercial celebrities. Responsibility and attractiveness of Korean commercial celebrities have positive effect on the behaviors toward advertisements of cosmetic products. Conclusions - Behaviors toward advertisements of cosmetic products have positive effect on both purchase intention and loyalty of customer. Responsibility and attractiveness of Korean commercial celebrities have positive effect on mediating variable of behavior toward advertisement and independent variable of purchase intention. Responsibility and attractiveness of Korean commercial celebrities have positive effect on mediating variable of behavior toward advertisement and independent variable of loyalty of customer. In order to improve the effect of advertisements, firms need to consider not only the technique of the model but also the image of model in regard to trust and professionalism appealing to consumers. In addition, firms need to choose the model who fits in with the image of the firms and the products and service of the firms. Finally, Mongolian consumers tend to acquire the shopping information through TV advertisements, especially featuring Korean popular stars, thus, TV advertisements can be a wise option in Mongolian cosmetic market.

• 복식
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• 제66권7호
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• pp.192-208
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• 2016

Due to the paradigm shift in fashion industry, its contribution to social activities and social enterprises' practice of ethical fashion has been on the rise lately. The surveillance and regulations of international community have increased in light of the betterment of working conditions and protection of the rights, and corporate social responsibility has been emphasized through consumers' interest in ethical consumption. In this regard, the fashion social enterprises' responsible and ethical management can both boost the trust in business and value-added. The study aims to propose feasible methods by exploring ways to induce support from central and local governments, which will lead to the activation of future fashion social enterprises and paradigms shift of consumers's perception and value. The sustainability of social enterprises requires management line or policies that consider social, environmental, economic, and political aspects of virtuous cycle, differentiated internally or externally. Fashion social enterprises also need ethic management and social responsibility management that are distinctive from general fashion enterprises. Thus, they will not be sustainable or differentiated unless entrepreneurial faith and role is not clear. Education and continuous promotion including upcycling are critical to build consumer base as they can make consumers spend ethically and recognize social enterprises. In addition, social education and public relations need to take place in order to internalize consumer pattern. The goal of sustainable corporate social activity is to change the awareness and become social investment that returns some profits to the society as members in line with reviewing corporate image. This can lead to establishing the foundation of securing a big comsumer market and winning the trust of the consumer's through corporate social responsibility and investment.

• International Journal of Human Ecology
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• 제9권1호
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• pp.81-95
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• 2008

This paper examined the impact of psychological characteristics of consumers on household debt decisions. With the use of the Heckit models (the traditional approach to the selection problem) this study undertook an empirical study of the influence of a wide range of factors on financial decisions. This study used U.S. household-level data that offers detailed information on household debt, expectations about future income, expectations about future economic conditions, the amount of financial risk the respondent was willing to take, and the amount of time allotted for planning family savings and spending. This study showed that respondents with both substantial financial risk tolerance and positive expectations about future income were likely to have larger household debt showing that researchers and policy-makers need to consider consumer sentiment and preference measures in modeling behavior in credit markets. Additional results showed that household debt is significantly related to two key economic variables: income and net worth.