• 한국의류학회지
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• 제40권3호
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.939-945
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• 2020

This study aims to develop propositions about the factors that influence the purchase intention of private label products. These factors are: in-store promotion, visual merchandising, store image, and customer value. This study elaborates on some of the results of previous studies that have examined the factors that influence purchase intention of private label products that have been published on Google Scholar and indexed by Scopus between 1991- 2020, to develop a proposition. This paper fills a lack of Studies which discuss purchase intention from a consumer behavior perspective. From the perspective of consumer behavior, purchase intention is influenced by three factors, namely: intrinsic factors including: consumer value, extrinsic factors including: in-store promotions, visual merchandising and store image, and consumer factors. This paper defines purchase intention as the effort and strong urge to buy a particular product in the future, the possibility of considering buying the product, the decision to rebuy the product and the desire to recommend the product. The main findings of this research are several propositions, namely: in-store promotion, visual merchandising and store image directly affect customer value and purchase intention. The following propositions are: In-store promotion, visual merchandising and store image influence purchase intention mediated by customer value.

• 대한가정학회지
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• 제50권7호
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• pp.1-12
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• 2012

The purpose of this study was to identify the factor structure of self-efficacy, consumer behavior, and the learning effects of the unit 'Consumption Life' and to study the effects of self-efficacy on the consumer behavior, and the learning effects of the unit 'Consumption Life'. Questionnaires were administered to 370 female middle school students living in the Metropolitan City of Daegu. The data was analyzed by using the frequency, descriptive statistics, factor analysis, reliability analysis, multiple regression, and t-test. The findings are as follow. Self-efficacy was composed of five factors such as the capability in work performance, rational performance, fear, anxiety, and the ability to challenge oneself. Consumer behavior was composed of five factors such as emphasis on product display, emphasis on information, emphasis on fashion, emphasis on appearance, and the products/information exchange. The learning effects of the unit 'Consumption Life' was composed of two factors in the economical consumption, and rational consumption. The effects of consumer behavior and the learning effects of the unit 'Consumption Life' on each of the self-efficacy factors like the capability in work performance, rational performance, fear, anxiety, the ability to challenge oneself were explained by factors such as emphasis on product display, emphasis on information, emphasis on fashion, emphasis on appearance and products/information exchange, and economical consumption and rational consumption.

• 대한영양사협회학술지
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• 제26권4호
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• pp.278-288
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• 2020

This study examined the effects of response-facilitating factors(Food-related Knowledge, Response-Efficacy, and Self-Efficacy) and response-inhibiting factors(Severity, Vulnerability, and Consumer Stress) on the consumer' behavior intention based on protection motivation theory, which explains the behavioral change to protect oneself. This study was conducted to reduce the customers' concerns regarding food safety accidents and introduce ways to make them more interested in food safety. A sample of 225 adults over 19 years of age was collected in February 2018 through a self-administered questionnaire. The results of the cognitive mediation process of protective motivation theory showed that the consumers' knowledge and self-efficacy which are response-facilitating factors, positively influence the behavioral intention. Severity and consumer stress were response-inhibiting factors. On the other hand, response-efficacy, which is a response-facilitating factor, and vulnerability, which is a response-inhibiting factor, did not influence the behavioral intention. Therefore, severity and consumer stress are response-inhibiting factors. The results were analyzed as a result of a behavioral change to protect oneself from food safety accidents. The applicability of the theory of protection motivation on the topic of food safety was also confirmed.

• 한국생활과학회지
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• 제13권1호
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• pp.123-133
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• 2004

To investigate the factors that contribute to consumer satisfaction with the purchase of clothing, questionnaires were distributed and then consumer groups were classified according to their fashion life style on the internet shopping. The results were as follows: 1. Consumers groups were classified into trendy, Indifferent, brand inclined, conservative, and practicality- minded group by the fashion life style of the internet users. 2. From the analysis of the satisfaction factors on the internet clothing shopping, the factors were product variety, shopping convenience, customer service, confidence in order filling. 3. The most important consumer satisfaction factors according to the fashion life style were as follows: the trendy group considered the variety of clothing design most important. As for the Indifferent group, the tn, diversified collection of the products, and the convenience of unlimited time and space access that the internet site provided, were highly appreciated. With regard to the brand-inclined group, the presentation of product information and the convenience of unlimited time and space factors were highly appreciated. For the conservative group, the time and space factor were highly regarded, As far as the practicality-minded group was concerned, product price and size, the convenience of unlimited time and space access, and punctual delivery schedule were focused.

• 유통과학연구
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• 제17권12호
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• pp.55-62
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• 2019

Purpose: The number intelligent homecare products are focused on the development of technology, resulting in a lack of realistic environments or requirements for consumers. The purpose of this paper is to define the consumer and context for intelligent homecare products and to develop a usability evaluation scale. Research design, data and methodology: For this study, first, consumer and contexts related to intelligent homecare products were analyzed through literature review. Second, the primary usability evaluation factors were derived for intelligent homecare products by collecting the factors related to usability evaluation and conducting in-depth interviews with experts. Third, the second usability evaluation factors were derived through survey and statistical analysis based on the derived usability evaluation factors. Results: As a result, users of intelligent homecare products were classified as primary users and secondary consumers and six related contexts. The usability evaluation scale was established with four factors - Functionality, Error, Convenience, and Emotion - and 13 items. Conclusions: This study can be the basis for developing and distributing products that meet the consumer environment and requirements related to intelligent homecare products that will contribute to securing the competitiveness of companies and developing the technology and service value of related industries.

• 한국생활과학회지
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• 제19권2호
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• pp.343-359
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• 2010

The purpose of this study is to analyze college students' TV advertising information recognition, comprehension and affecting factors on them. Data were collected by a survey of college student consumers after experiments with TV commercials. ANOVA, Duncan, and stepwise multiple regression analysis were carried out with the gathered data. The results are as follows. First, the TV advertising information comprehension degree of the college students consumers were shown to be low, by 41.2%. The comprehension degree was especially low when the information was presented visually without any verbal expression. Second, assuming that the comprehension of TV advertisements is defined by a correct perceptual understanding after recognizing the consumer-deception factors, the percentage of correct answers was poor, by 29.2%. Third, according to sex, average monthly income, degree of immersion on TV commercials, advertisement attitude, and consumer education of school, the TV advertisement information recognition and comprehension showed varying degrees between the groups. In the case of women students whose average monthly income was 100 to 300 thousand Korean won, had a high degree of immersion on TV commercials, and a high degree of consumer education at school, the TV advertising information recognition was shown to be high. In the case of third year college students who had a medium level of immersion on TV commercials and a high degree of consumer education at school, the TV advertisement comprehension was high. Fourth, the high explanatory factor of TV advertising information recognition and comprehension was found to be common because of consumer education at school.

• The Journal of Asian Finance, Economics and Business
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• 제4권3호
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• pp.85-94
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• 2017

The paper examines critical factors affecting consumer behavioral intentions in accepting online health communication through social networking sites. Unlike recent research under this topic, the paper assimilates some components of service quality dimensions and consumer behavior theories. The paper employs factor analysis and structural equation modelling analysis with latent variables to identify critical factors from the survey data collected from Korean consumers. The results of the study identifies three major constructs: consumer needs for health information, the perceived value of tangible attributes of health information providers, and the perceived value of intangible attributes of health information providers. The results show that consumer needs for health information and the tangible and intangible attributes of health information providers should be considered as important antecedents of accepting online health communication through social networking sites. The findings suggest that the success of online health communication via social networking sites largely depends on the tangible and intangible attributes of health information providers.

• International Journal of Contents
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• 제15권4호
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• pp.82-88
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• 2019

The purpose of this study was to investigate the key factors that influence consumers' preference for mobile payment in China. China has been quietly experiencing a third technological revolution that has markedly changed the way of life for its people. We used the structural equation modeling with 573 Chinese people to investigate the mobile-payment system in China based on the technology acceptance model. We found that factors such as value of service, security, convenience, and perceived usefulness have an impact on consumer satisfaction, and that satisfaction supports consumer purchasing. Also, it is possible to conclude that this proven instrument will assist researchers to further develop and refine mobile-payment research models.

• 대한가정학회지
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• 제47권8호
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• pp.101-107
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• 2009

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.