• Asia Marketing Journal
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• v.14 no.1
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• pp.25-51
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• 2012

Researches about the relationship between SST(Self Service Technology) and TRI(Technology Readiness Index) have been carried out after TRI was developed by Parasuraman and his colleagues(2000). We hypothesize Consumer Readiness can also influence consumer's motivation, attitude, and intent to use SST. Currently, there has been no research on this subject. In this study, we investigated the relationship between TR, Consumer Readiness and SST Core Attitudinal Model which Dabholkar & Bagozzi(1994) proposed. The researchers also investigated moderating effects of consumer traits and situational factors to verify the acceptance of such forms of service delivery by all kinds of consumers and under different situational contexts. Self consciousness, the need for interaction with an employee, and the technology anxiety were used as consumer trait variables. Perceived waiting time and perceived crowding were used as situational variables. 380 questionnaires were distributed to a sample group of people in their 20's and 30's, and the data were analyzed with structural equation model using AMOS 18.0 program. All of Cronbach's alpha values representing reliabilities were satisfactory. The values of Composite Reliability(CR) and Average Variance Extracted(AVE) also showed the above criteria, thus providing evidence of convergent validity. To confirm discriminant validity among the constructs, confirmatory factor analysis and correlations among all the variables were examined. The results were satisfactory. The results of this study are summarized as follows. 1. Optimism and innovativeness of TR partially influenced the motivation to use SST. People who tend to be optimistic use SST because of ease of use and fun. The innovative however, usually use SST due to its performance. However, consumer readiness of role clarity, ability and self-efficacy influence all the components of motivation to use SST, ease of use, performance and fun. The relative effect of consumer readiness on the motivation to use SST was much stronger and more significant than that of TR. No other previous studies have examined the effects of Consumer Readiness on SST usage motivation, attitude and intention. It is academically meaningful that the researchers verified that Consumer Readiness is the important precedent construct influencing the self service technology core Attitudinal Model. Our findings suggest that marketers should consider fun and ease of use attributes to promote the use of self service technology. In addition, the SST usage frequency will rise rapidly when role clarity, ability, and self-efficacy which anybody can easily handle SST is assured. If the SST usage rate is increased, waiting times for customers could be decreased. Shorter waiting time could lead to higher customer satisfaction. It may also result in making a long-term profit owing to the reduced number of employees. Thus, presentation of using SST by employees or videos showing how to use it will promote the usage attitude and intent. 2. In SST core attitudinal model, performance and fun factors among SST usage motivation affected attitudes of using SST. The attitude of using SST highly influenced intent to use SST. This result is consistent with previous researches that dealt with the relationship between motivation, attitude and intention. Expectation of using SST could result in good performance just like the effect of ordering menu to service employees and to have fun since fun during its use could promote more SST usage rate. 3. In the relationship among motivation, attitude and intent in SST core attitudinal model, the moderating effect of consumer traits(self-consciousness, need for interaction with service employees and technology anxiety) and situational factors(perceived crowding and perceived waiting time) were tested. The results also supported the hypothesized moderating effects except perceived crowding. The highly self-conscious tended to form attitudes to use SST because of its fun compared to those who were less self-conscious because of its performance. People who had a high need for interaction with service employees tended to use SST for its performance. This result indicates that if ordering results are assured, SST is easily accessible to even consumers who have a high need for interaction with a service employee. When SST is easy to use, attitudes strengthen intent among people who had a high level of anxiety of technology. People who had low technology anxiety formed attitudes to use SST because of its performance. Service firms must ensure their self service technology is designed to be easy to use for those who have a high level of technology anxiety. Shorter perceived waiting times strengthened the attitude to use self service technology because of its fun. If the fun aspect is assured, people willing to use self service technology even perceive waiting time to be shorter than it actually is. Greater perceived waiting times form higher level of intent to use self service technology than those of shorter perceived waiting times. This implies that people view self service technology as a faster alternative to ordering service employees. The fun aspect of self service technology will attract a higher rate of usage for self service technology. 4. It has been proven that ease of use, performance and fun aspects are very important factors in motivation to form attitudes and intent to use self service technology regardless of the amount of perceived waiting time, self-consciousness, need for interaction with service employees, and technology anxiety. Service firms must consider these motivation aspects(ease of use, performance and fun)strongly in their promotion to use self service technology. Ease of use, assuring absolute performance compared to interaction with service employees', and adding a fun aspect will positively strengthen consumers' attitudes and intent to use self service technology. Summarizing the moderating effects, fun is the most valuable factor triggering SST usage attitude and intention. Therefore, designing self service technology to be fun will be the key to its success. This study focused on the touch screen self service technology in fast food restaurant. Although it has its limits due to the fact that it is hard to generalize the results to any other self service technology, the conceptual framework of this study can be applied to future research of any other service site.

• Journal of Korean Home Economics Education Association
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• v.18 no.4 s.42
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• pp.103-126
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• 2006

This study was to develope and applicate the consumer education program with appropriate level for middle school students so that they could take systematic consumer education by using creative-discretionary activity. The procedure of this study was researching and analyzing the degree of learner's need and choosing the contents of education involved with the characteristics of adolescent consumers. This education program was performed at creative-discretionary activity class with the 3th grade of middle school. To evaluate the effect of education program, we compared with the difference of student's knowledge and attitude before and after this program was performed. Although there was no significant difference, student's knowledge and attitude was improved much better. And there marked a high satisfaction rate of 3.87 about the overall method of consumer education.

• Culinary science and hospitality research
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• v.12 no.2 s.29
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• pp.88-105
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• 2006

Entering into the new millennium, the Korean wine market has recorded the highest growth rate among the domestic alcoholic beverage market and been recognized as a rapidly emerging market with further escalation potential. Responding to the current drastic escalation of Korean wine market in terms of its volume, the present study scrutinizes the considerable wine-selection attributes that are related to individual wine consumer‘s characteristics including demographic variables. These attributes are also expected to be precursors of wine consumers‘ satisfaction. ANOVA results suggest that each demographical variable-gender, age, income level, and the frequency of wine consumption-pertains to specific wine-selection attribute(s). Likewise, wine consumers‘ characteristics are also associated with those attributes. As wine consumers are experienced, they rely less on information; rather, their selections tend to be dependent upon quality, value, contexts, and preferences. The subsequent multiple-regression investigating the relationship between wine-selection attributes and satisfaction signifies that quality, contexts, and preference attributes are the substantial antecedents of wine consumers‘ satisfaction. When consumers purchase a wine, "information on purchase" was the most important criterion for the Newcomers and the Outsiders, while the Connoisseurs mainly depended on "marketability", "wine values" and "viticulture environment". "Preference" attributes influenced the Aspirants the most in buying decision. The Newcomers and the Outsiders need more information before deciding to purchase as their wine knowledge was very limited. The Connoisseurs were likely to consider the quality as a more important factor than the price and it is necessary to develop high quality wine at a reasonable price in order to attract this group.

• Journal of Arbitration Studies
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• v.26 no.4
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• pp.129-149
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• 2016

Medical dispute means the dispute between the hospital and the patient due to a medical accident. In general, medical accidents must be in accordance with the terms that are used in the medical dispute adjustment method stated in Article 2 (definition). In relation to this, there is a need to discuss an efficient operation scheme for Alternative Dispute Resolution (ADR) in medical disputes. In addition, it is necessary to look at issues of civil liability and criminal liability. In particular, in the consumer dispute arbitration committee, there is a case to make a "decision not to adjust" in aggressive intervention in the process of conflict resolution. The medical staff, on the basis of its "decision," can use this as a proven material for civil and criminal cases. This is rather upon the determination of the consumer council as a typical side effect to defend the user's perspective. This is the "decision" as was expressed from an order, "not adjusted." It is also determined to be easy and clearly timely. In the medical litigation, it is requesting the burden of proof of a patient's cause-and-effect relationship with the doctors committing negligence and medical malpractice. This seems to require the promotion of legislation in the direction to reduce future cases. It is determined that the burden of proof of medical accidents must be improved. The institution receiving the medical accident should prevent a closure report. Further, it is necessary to limit the transition to a franchise point. In this paper, we understand the problems of the current medical dispute resolution system, trying to establish a medical dispute resolution system desirable through an efficient alternative. In addition, it wants help in the protection and realization in medical consumers' and patients' rights. The relevant authorities will take advantage of these measures. After all, this could contribute to the system for a smooth resolution of a medical dispute.

• Journal of Korean Institute of Industrial Engineers
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• v.40 no.6
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• pp.609-617
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• 2014

Lately there are many approaches for decreasing the retail prices for mobile telecommunication in response to higher demand of the consumer welfare. Related on this perspective, there have been many disputes how the MTR (mobile termination rate)s from the whole market has influences on the consumer prices at the retail market. Therefore, we need a timely review about the possibility of the reduction of retail prices with MTR policies. The purpose of this paper is to study the relationship between MTR and retail prices. For this purpose, we can identify three kinds of arguments by reviewing the previous literatures. We empirically analyze the relationship with latest European data and Korean annual data. Furthermore, we also examine whether the relationship would depend on the competition structure. The results imply that decreasing MTR would result in reduction of the retail prices but the effect would be enhanced by improvement of market concentration.

• Journal of Distribution Science
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• v.16 no.1
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• pp.7-15
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• 2018

Purpose - This study aimed to identify the impact of consumers' perception of the value of discount store PB products on brand loyalty and repurchase intention and simultaneously check whether consumers showed a different position depending on gender difference and age. Research design, data, and methodology - For data collection, total of 174 valid copies of questionnaire were obtained for analysis. And simple regression, multiple regression and hierarchical moderated regression analysis was conducted for hypothesis verification and implication Results - It was found that functional, social and emotional value perceived by consumers had a positive impact on brand loyalty and repurchase intention. And it was found that consumers who were in a relatively lower age group were positive, in the relation between emotional value and repurchase intention only. Conclusions - It was suggested that consumers accept discount store PB products positively overall. Therefore, discount stores must not only need to develop their strengths in various parts of PB product beyond consumer's positive perception but also make efforts to raise the social awareness of the use of PB products. And they have to promote consumer decision making by concentrating on emotional factors take a different approach to consumers in a higher age group.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.05a
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• pp.305-306
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• 2013

Purchasing activity of current market is the way that consumers purchase goods that see for themselves or use the Internet. The consumer want to put the good especially such as furniture in where they want to place. As a result, consumer need to improve the quality of life and meet the consumer's needs that pre-positioned goods and can view this information using the becoming popular smart device. Therefore, in this study, developing smart device applications using augmented reality, thereby propose a new way of buying in changing to smart society.

• The Research Journal of the Costume Culture
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• v.10 no.5
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• Journal of the Korean Society of Physical Medicine
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• v.5 no.2
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• pp.143-150
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• 2010

Purpose : In this study, by recognizes the legal constraints of a independent physical therapy clinic open, the other countries's law on physical therapist and the expected effect of independent clinic open, we suggest the need for independent clinic open in South Korea. Methods : To recognize the necessity and expected effect of independent physical therapy clinic open, by comparing the system and situation in South Korea with the countries joined in The World Confederation for Physical Therapy. Results : Effects of the independent physical therapy clinic open were following; 1. it could be guaranteed the option of the medical consumer 2. reduce the economic and time burden 3. provide a good quality medical service Conclusion : Independent physical therapy clinic open will provide a better therapeutic environment for consumer and contribute much to improving the benefit of welfare part of the nation. For provide a good quality to medical consumer, independent physical therapy clinic open and the amendment of related law and institutional device are positively necessary.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.506-520
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• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.