• 패션비즈니스
• /
• 제20권6호
• /
• pp.135-147
• /
• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.

• The Journal of Asian Finance, Economics and Business
• /
• 제7권9호
• /
• pp.427-438
• /
• 2020

This study aims to analyze and confirm brand awareness' role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

• 한국항공운항학회지
• /
• 제21권2호
• /
• pp.47-61
• /
• 2013

A concession business at Incheon Int'l airport has achieved a huge success since its grand opening of 2001. However the duty-free market became matured due to downtown duty free stores and on-line stores. Thus this paper tried to research and suggest strategic planning of VMD at Incheon airport's duty-free after analyzing the relationship among the components of duty-free store's VMD, brand awareness, brand image and customer's loyalty. Components of VMD are constructed in harmony, attractiveness, trendiness and Trust, which are independent variables. In addition, brand awareness and brand image are chosen as control variables. Customer loyalty is also designated as a dependant variable. Focusing those variables, this paper tried to find out the effect of VMD components to brand and consumer loyalty. According to the research result, it is proven attractiveness and harmony have a significant positive impact on brand awareness and brand image. It is also found out brand awareness and image have a positive impact on passenger's loyalty on duty-free stores at Incheon airport.

• 한국식생활문화학회지
• /
• 제33권3호
• /
• pp.207-216
• /
• 2018

This study examined the potential of export items in Malaysia by investigating the awareness and preference for Korean food products. A high potential product list developed from the literature, included reports about the food export status in Korea and Malaysian food trends. An online survey was carried out with 600 consumers in Malaysia. With 435 valid responses, the average awareness of the Korean food products was 3.13, and the preference was 3.48 on a 5-point scale. The awareness and preference of Korean food products were higher in the 20s-30s group than in the older groups. In particular, the Muslim group had a higher awareness for 'ramyon' than the other groups, and the Buddhist group had a higher preference for 'ginseng beverage' than the other groups. The most well-known and preferred products were ramyon, hot noodles, kimchi, biscuits, fruits & vegetable beverage, and sauce (with Korean traditional sauce)'. Based on these results, the marketing implications of the study findings are discussed.

• 패션비즈니스
• /
• 제17권1호
• /
• pp.42-63
• /
• 2013

The attitude of Eco-friendly clothing is based on environmental awareness and Low-carbon green growth awareness. It can be developed through our education. I studied and analyzed the survey which targeted on highschool students whether the recognition of low-carbon green growth can be effected to the eco-friendly clothing attitude or not, and school education effect. The research shows the green growth recognition affects significantly to the eco-friendly clothing attitude. Also the study proves the education of green growth awareness and the eco-friendly clothing attitude informs the realizations of environmental and green growth concepts. The education of clothing habits affects our eco-friendly clothing attitude. Therefore this education is necessary for school curriculum and it must be expanded in any areas both in 'environment and green growth' course and 'home economics' courses in secondary education. The education of Eco-friendly clothing habit should be keep researched specifically and develop further and further.

• 유통과학연구
• /
• 제22권3호
• /
• pp.93-104
• /
• 2024

Purpose: Using green supply chain management (GSCM), the current study focuses on the fashion design industry as a central player in promoting an eco-conscious consumption culture by creating awareness of the need to produce and consume eco-friendly fashion products instead of only capitalizing on the shifting consumer tastes, preferences, and expectations. Research design, data and methodology: This study selected a PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) checklist as a research methodology. The purpose is the detailed and disinterested evaluation of all the published information related to the topic of the research. Results: This study suggests brief solutions of the GSCM based on the five categories of sustainable fashion activities that contribute to the development of eco-friendly fashion designs and marketing strategies. This strategy employed by firms to promote sustainable production and consumption is a major factor in enhancing consumers' environmental awareness. Conclusions: The study delves into how brands in the fashion design industry provide a platform for collective action by investing in educational campaigns and transparent communication, collaborating with various stakeholders to maximize awareness of the need for eco-conscious consumption and the availability of green fashion products. Practitioners should consider developing a comprehensive framework to assess the feasibility of different awareness strategies and purchase stimulation approaches.

• 한국식품조리과학회지
• /
• 제30권5호
• /
• pp.547-555
• /
• 2014

The purpose of this study is to understand consumer awareness and preference regarding rice cakes by surveying the awareness, preference, and consumption behavior of college students regarding rice cakes, and to survey their perception and usage of rice cakes, thereby using the results as basic data to establish measures to develop Korea's rice cakes. To sum up the study's results, the survey included both male (54.5%) and female (45.5%) subjects. Those aged "20 to 23" accounted for the largest share (67.9%) of total respondents, and those majoring in "humanities and social studies" comprised the largest portion (47.8%). A majority of the respondents resided in "small and medium-sized cities", and most either lived at home or lived away from their families. A majority of the subjects received monthly allowances ranging from 200,000 to 300,000 won. In order of awareness, the most well-known type of rice cake was "injeolmi (rice cake made from glutinous rice and coated with bean flour)", followed by "songpyeon (half-moon-shaped rice cake)", "garaeddeok (bar rice cake)", and "baekseolgi (steamed white rice cake)". The women were better aware of "injeolmi", "baekseolgi", and "garaeddeok" than the men, and "soemeoriddeok" was not commonly known among either gender. In terms of preferences for rice cakes, overall, the subjects liked "injeolmi" and "songpyeon" the most. However, certain differences were found in preferences for rice cakes between the men and women. The women exhibited higher levels of preference for "injeolmi" and "songpyeon" than the men. On the other hand, the men revealed higher levels of preference for "baekseolgi", "jeolpyeon", and "garaeddeok" than the women. The most common answer to important factors for popularizing rice cakes was "a diverse assortment of rice cakes", followed by "the development of creative technologies" and "the taste of rice cakes reflecting consumer needs", in order of importance. Among the important factors to popularize rice cakes, "the development of unique packaging containers for rice cakes" (p<0.05) and "the development of proper packaging materials" (p<0.05) showed statistically significant differences. In the survey of consumption of rice cakes, the most frequent answer to the question "why do you like rice cakes? was "their tastes are good" with 146 respondents, followed by "I have been eating them for long" with 115 respondents. To the question "when do you use rice cakes", the most frequent answer was "I use them in daily life" with 133 respondents, followed by "I use them at special events" with 115 respondents. The women were found to use rice cakes frequently in daily life, whereas the men used them frequently at special events. When asked whether they had the intention to use rice cakes as a meal substitute, 100 men answered that they had no intention, whereas 96 women answered that they had the intention. When asked about the type of rice cake considered suitable for a meal substitute, the most popular answer was "injeolmi" with 108 respondents, followed by "baekseolgi" with 106 respondents.

• 지식경영연구
• /
• 제25권1호
• /
• pp.89-109
• /
• 2024

디지털 기술 발전은 전통적 서비스 형태와 다른 셀프서비스기술 형태를 점차 보급시키고 있다. 이러한 새로운 서비스 형식은 "디지털 그림자노동"이라는 소비자의 노동 참여 방식을 출현시켰다. 즉, 소비자가 셀프서비스기술을 사용하여 직접 자신에게 서비스를 제공하기 때문에 기업의 노동력 자원을 절약하지만, 셀프서비스 환경에서 소비자로 하여금 디지털 그림자 노동을 하도록 함에 따라서 자신이 수행하는 무급 노동에 대한 인식의 문제 또한 발생하고 있다. 이는 소비자 권익 관련 이슈는 물론이고 기업의 장기적인 지속 가능성과 건강한 발전에 대한 심각한 우려를 불러일으키고 있다. 본 연구는 셀프서비스 환경에서 소비자가 디지털 그림자노동에 참여하는 결정에 영향을 미치는 심리적 인식 요인을 밝히고자 한다. 이는 소비자가 셀프서비스기술에서 지속적으로 증가하는 참여도와 자신의 무급 노동에 대한 인식 부족 문제에 대응하기 위함이다. 이론 기반의 방법과 반 구조화된 인터뷰를 통해 소비자가 디지털 그림자노동에 참여하는 결정에 영향을 미치는 심리적 인식 요인을 탐구했다. 이러한 결정 요인의 심리적 인식에 대한 이해를 통하여 본 연구는 소비자가 디지털 그림자노동에 대한 이해와 인식을 제고하고, 셀프서비스기술 환경에서 자신의 권익을 보호하는 의식의 수준을 높일 수 있도록 도울 수 있다. 또한, 본 연구의 결과는 비대면 셀프서비스기술 관련 회사에게 소비자의 결정 심리 이해의 중요성을 알림과 동시에 지속가능한 비즈니스 모델의 고안과 발전을 위한 이론적 기초를 제공할 것이다.

• 한국의류학회지
• /
• 제33권4호
• /
• pp.634-643
• /
• 2009

The aim of this study was investigating the consumers' and apparel firm worker's awareness and reliability of the environmental friendly textile materials. The subjects of the questionnaire survey were general consumers(n=235) and workers at Korean apparel firms(n=236). The questionnaire was developed to measure the awareness and reliability on nine environmental friendly textile materials. The results showed that general consumers had a higher reliability on the function of the environmental friendly materials but had a lower awareness than the workers at the apparel firms. Women and subjects, who experienced in purchasing the environmental friendly products, had higher awareness and reliability of the environmental friendly textile materials than others. The workers at apparel firms had higher awareness of the environmental friendly textile materials than the general consumers, but the reliability on the function of the materials was relatively low. The reliability and awareness differed by the firms' major products and their jobs. The workers at the children's clothing firms and sportswear firms had higher level of awareness about the environmental friendly textile than the workers at the casual-wear firms. The workers' awareness on environmental friendly textile materials was differentiated by their jobs. The product developers and material buyers had higher awareness on the environmental friendly textiles compare to the workers of the sales or marketing division. These results imply that promoting environmental friendly textile material to the sales person is needed in order to increase the sales volume of the products.

• 가족자원경영과 정책
• /
• 제20권2호
• /
• pp.19-41
• /
• 2016

This study examines the human capital, economic capital, and psychological factors that influence social participation among the elderly in the future. The data, 'Survey on the Elderly in 2014', were collected from 'The Ministry of Health & Welfare' and the 'Korea Institute for Health and Social Affairs'. The samples included 10,279 elderly people who were over 65 years of age. Multiple regression analysis was used to analyze the research model. The findings are as follows. First, the highest participation awareness level of all was for the hobbies and leisure activities, and the lowest participation awareness level was for volunteer activities. Second, human capital factors such as age, education level, and health status, and economic capital factors such as household consumption expenditure and standard of living signigicant affected social participation awareness among the elderly. Psychological factors such as self-esteem, depression, and the subjective age of becoming elderly, also affected the social participation awareness. Third, awareness differed by sex. In particular, age and depression were restrictions of social participation awareness that were more common among elderly women than among elderly men, although single women were more likely to participate in religious, learning, and hobby and leisure activities. In contrast, chronic diseases and household consumption expenditures were more restrictive of social participation awareness among elderly men compared to elderly women. These results show that human capital, economic capital, and psychological factors heavily influence the social participation awareness of the elderly, although the degree of influence of these factors differs by sex.