• International Journal of Internet, Broadcasting and Communication
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• v.16 no.1
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• Journal of the Korean Home Economics Association
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• v.50 no.6
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• pp.99-117
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• 2012

This study aimed to measure consumer information competency, which indicates consumers' general ability to search and utilize information. The model of this study was constructed in order to identify how consumer information competency influences the efficiency and the effectiveness of external information search. The model was verified with related prior knowledge as a moderator variable in order to understand holistic consumer information search activity. The result of the study is as follows. First, the concept of consumer information competency was constructed with four sub-abilities: define, search, extract, and synthesis & use. The ability of define was the highest, as opposed to the ability of extract, which was the lowest. Second, consumer information competency was lower for women as well as for low family income. The sub-abilities of search and synthesis & use were lower for aging consumers. Third, consumer information competency has positive effects on information search efficiency and effectiveness. Moreover, the efficiency influences the effectiveness positively. Fourth, prior knowledge moderates the effect of consumer information competency to the efficiency. Only for consumers with high knowledge the efficiency has the effect of mediating between consumer information competency and the effectiveness.

• International Journal of Human Ecology
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• v.16 no.1
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• pp.37-47
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• 2015

The purpose of this study is to examine the effects of LOHAS consumption tendency and of the perceived consumer effectiveness of young consumers on trust and purchase intentions regarding upcycling fashion goods. Data were collected from a questionnaire survey of 201 university students living in Daegu City, South Korea. The data were analyzed to investigate a structural model and test the research hypotheses, using the AMOS 20.0 statistical package. The results can be summarized as follows. First, LOHAS consumption tendency had a positive impact on trust in upcycling fashion goods. Second, LOHAS consumption tendency did not impact purchase intention with regard to upcycling fashion goods. Third, perceived consumer effectiveness had a positive effect on trust in upcycling fashion goods. Fourth, perceived consumer effectiveness had a positive impact on purchase intention with regard to upcycling fashion goods. Fifth, trust had a positive influence on purchase intention regarding upcycling fashion goods. The results of this study provide guidance for marketers and retailers who are interested in upcycling fashion goods.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.656-671
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• 2015

Discussions on sustainability in the fashion industry highlight the need for a holistic and strategic approach. This study investigated consumers' perception of fashion companies' sustainability and its relationship with value and perceived consumer effectiveness as well as with consumer trust, preference, and purchase intention. The assessment scale of fashion companies' sustainability was developed for this study and data were obtained from 645 consumers in their 20's to 60's in Korea. As a result, consumers' value and perceived consumer effectiveness had significant effects on consumers' perception of fashion companies' sustainability. Universalism, security/benevolence and perceived consumer effectiveness were variables that had significant effects on all four dimensions of sustainability. Consumer's perception of fashion companies' sustainability significantly influenced consumer trust, preference and purchase intention. Especially, environmental, societal, and cultural sustainability (rather than economic dimension) were shown to have a greater impact on consumers' trust, preference and purchase intention.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.245-252
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• 2024

This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

• Journal of the Korea Society of Computer and Information
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• v.22 no.9
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• pp.163-170
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• 2017

The purpose of this study is to find the differences in fair trade practice behavior, according to socio-demographic variables and to analyze the effects of psycho-social variables on fair trade practice behavior. This study includes the psycho-social variables as materialism, altruism, ethical identity, and perceived consumer effectiveness. The results of this study are as follows. First, the mean score of consumers' fair trade practice behavior was 4.12 on a 7-point scale, which means that respondents performed fair trade practice behavior at the middle level. Second, in terms of socio-demographic variables, there was a significant difference only in an age. Third, fair trade practice behavior had positive correlations with each of altruism, ethical identity, and perceived consumer effectiveness. Finally, regression analyses showed that altruism, ethical identity, and perceived consumer effectiveness had positive effects on fair trade practice behavior, whereas materialism had a negative effect on fair trade practice behavior.

• Journal of Korean Home Economics Education Association
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• v.30 no.2
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• pp.1-20
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• 2018

The purposes of this study were to investigate the intensity of middle school students' consumer competency and to assess effectiveness of Home Economics education on consumer competency. One group pretest-posttest quasi experimental design was employed to assess the effectiveness of Home Economics education on 1st grade middle school students' consumer competency in Gyeonggi province and 154 data copies were used for analyses. The results obtained were as follows. First, the cognitive consumer competency of the middle school 1st grade students was lower than the median of 37.66 out of 100 points, and the practical consumer competency was slightly higher than the median of 3.26 out of 5 points. As for cognitive competency, citizen competency was higher than deal competency. As for practical competency, deal competency was higher than citizen competency. Second, quasi-experiment intervention statistically enhanced the middle school students' consumer competency including the cognitive and practical competency. Third, the middle school students' perceived helpfulness of Home Economics education, perceived importance of deal competency and citizen competency, the level of cognitive citizen competency were statistically influential to practical consumer competency(deal and citizen competency). However, gender, life satisfaction, and cognitive citizen competency were not influential to practical consumer competency(deal and citizen competency). The outcome offered the basic information of middle school students' consumer competency and confirmed the effectiveness of Home Economics education on the middle school students' consumer competency.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.2
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• pp.125-137
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• 2013

This study investigated the conceptual constructs of ethical consumption beliefs and their impacts on the consumer attitudes toward eco-friendly faux leather apparel goods. The mediating roles of perceived consumer effectiveness and apparel environmental knowledge were examined in this research. A survey was conducted on female consumers between the ages of 20 and 50; subsequently, 300 responses were analyzed. The results of this study were follows: 1) The results of factor analysis and the reliability test on ethical consumption beliefs clearly showed factorial structures that include Social Responsibility, Eco-friendly Consumption, Animal Welfare, and Individual Enhancement. 2) The results of the mean scores of ethical consumption beliefs showed that respondents tended to consider Social Responsibility more important than the other three factors. Ethical consumption beliefs showed a significantly positive influence on consumer attitudes toward eco-friendly faux leather apparel products; in addition, Social Responsibility had the highest effect on product attitudes among the four factors of ethical consumption beliefs. 3) The perceived consumer effectiveness and environmental knowledge of apparel had important medicating roles in the relation-ship between ethical consumption beliefs and attitudes towards eco-friendly faux leather apparel products. This study highlighted a potential marketability of eco-friendly faux leather apparel products and that ethical consumption beliefs, perceived consumer effectiveness, and apparel environmental knowledge should be promoted among consumers to increase favorable attitudes towards these products.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.562-571
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• 2021

This study has verified the consumer effectiveness market influence and relationship with cosmetic purchasing behavior through a covariance model. A female consumer in her 20s or older who had purchased eco cosmetics within the last six months and 300 copies were used for final analysis through panels of online professional research institutes from May 17 to May 30, 2020. As a result of the analysis, functional value, social value, and green consumption value were derived from the consumption value of eco cosmetics. Social value and green consumption value have been shown to have significant impact on consumer effectiveness and market influence but functional value relationships have not been identified. In addition, consumer effectiveness and market influence were found to promote eco cosmetics purchase behavior. Through this study we have identified the importance of perceived environmental issues (consumer effectiveness and market influence) in purchasing eco cosmetics and hope that they will be used as useful data for developing eco products and establishing marketing strategies based on understanding of consumers.