• 한국의류학회지
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• 제17권2호
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• pp.219-231
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• 1993

According to the literatures of marketing, psychology, and other related areas, the situational influences on consumers' decision-making process have been significant, thus increased explanatory power of consume behavior when introduced in a research as one of the independent variables. Considering the characteristics of clothing as a consumer goods, situational influences on clothing purchase behavior were expected to be significant. As the theoretical backgrounds of situational influences on clothing purchase behavior, this study was to propose the definition of sitution in Clothing & Textiles department, and to suggest the types of situational variables affecting clothing purchase process in consideration of the results of consumer behavior research and the research related to clothing. The results of this study suggested that the definition of situation, subjective situation or objective situation, should be adjusted to the purpose of research, and that the types of situations affecting clothing purchase process might be defined into three types; wearing situation, communication situation, and purchasing situation. It was also suggested that the empirical studies would be necessary to verify the results, and the conceptual framework for the types of situations and the personality characteristics related to the clothing purchase situation should be identified.

• 한국의류산업학회지
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• 제13권4호
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• pp.487-498
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• 2011

The purpose of this study was to classify the lifestyles of 20's and 30's male consumers, identify the differences among the lifestyle groups, and analyze clothing values and buying behaviors according to the lifestyle types. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's and 30's male consumers, 4 groups were identified as "adventurous and self-accomplishing type", "positive and socially active type", "active and trend seeking type", and "practical and information-oriented type". Second, 4 factors of Utilitarian Value were classified as "symbolism", "diversity of wearing purpose", "convenience of management", and "physical activeness". Third, 4 factors of Hedonic Value were extracted as "pursuit for confidence", "pursuit for sexual sensitivity", "pursuit for trend", and "pursuit for personality". Fourth, upon analyzing the differences of clothing values based on lifestyles, 4 groups considered the most important value as the pursuit of sexual sensibility. Fifth, the male consumers in 20's and 30's purchased to express individuality and made their own decision on buying the casual wear. Based on these results, adventurous and self-actualizing type and active and trend seeking type were 518 of 684 and represented male consumer in 20's and 30's.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.371-381
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• 2020

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1275-1286
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• 2021

The purpose of this study is to employ the theory of consumption value and consumers' innovative personality characteristics to explain the adoption of new personal electronics devices in Vietnamese market. This study adapts a quantitative survey-based approach to test hypotheses about relationship between consumption value, product specific innovativeness and new product adoption. The study uses a quantitative data set of 915 consumers who owned one mobile electronic device at least in Ho Chi Minh city, one of the biggest cities of Vietnam. The data was collected through personal interview and convenient sampling method. The conceptual model was tested using PLS structural equation model. The findings of this study suggest that both consumption value and product specific innovativeness influence the adoption of new electronic products. The results also reveal that product specific innovativeness mediates the relationship between consumption value and new product adoption. The study further identified that consumption value was taken as a second-order multidimensions construct with five components, namely functional value, epistemic value, economic value, social value and emotional value. As a result, the research suggests some implications to enhance marketers' capabilities to develop strategies for launching new hi-tech products in an emerging market as Vietnam.

• 유통과학연구
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• 제16권11호
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• 복식문화연구
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• 제28권1호
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• pp.76-95
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• 2020

Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This study investigated the effects of limited free gifts on consumer response. Specifically, the present study examined how the need for uniqueness moderated the effects of limited free gifts on brand commitment and attitudes. The online survey method was used to gather the data and a total of 224 data were used to analyze data. The results of the research were as follows. The findings revealed four dimensions of limited free gifts: scarcity/specialty, not for sale, complementarity, and risk. Complementarity positively affected brand commitment, while all four dimensions of limited free gifts positively influenced brand attitude. In addition, the need for uniqueness was proven to be the strongest variable which positively influenced brand commitment and attitudes. Also, when the need for uniqueness was applied as a moderating variable, depending on the levels of the need for uniqueness, the effects of riskiness on the consumer's response were shown to be different. The findings of this study infer various academic and practical applications.

• 가족자원경영과 정책
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• 제12권2호
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• pp.95-120
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• 2008

The purpose of this study is to find the factors that facilitate married female immigrants' early adjustment in Korea. For this purpose, 14 immigrated female participants living in Daegu were interviewed in-depth by using an open-ended questionnaire. The major findings are as follows: Through content analysis of participants' responses, three major factors were found to influence successful adjustment of married female immigrants personal factors, familial support and the social support system. Among the personal factors, having a conservative marital attitude, optimism and liking the partner rather than economic concern for the reason of marital decision making are contributing factors to the successful marital adjustment. Above all, familial support, a husband's good personality, care, and active support are the important factors in a foreign wife's adjustment and life satisfaction. Parent-in-law's help and tolerance playa role in a foreign daughter-in-law's successful adjustment. In the social support system, joined activities and the support of mends from the homeland make a contribution to decreasing the sense of isolation and to giving mental well-being for married female immigrants. The center for support of multicultural family gives them the opportunity to meet people from their homelands and to expand the social network.

• 지능정보연구
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• 제23권4호
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• pp.57-76
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• 2017

최근 정보 기술의 발전 속도가 매우 빠르게 변화하고 있다. 스마트폰과 태블릿 같은 IT 기기에서 이런 변화들이 두드러지고 있다. 이전의 IT 기기들은 기능상의 혁신과 진보를 통해 소비자들을 끌어들였지만, 현재는 IT 제품 상에서 기능상 발전과 혁신은 둔화되었다. 기능상 차별점이 줄어든 시점에서 기업들은 외관과 디자인적 측면에서 차별화를 시도하고 있다. 스마트폰의 외관적 변화를 반영하듯 소비자들도 성능보단 디자인을 스마트폰 구매의 중요 요인으로 삼고 있다. 스마트폰은 패션 아이템의 하나로 자리매김하게 되었고, 스마트폰의 디자인과 외형이 지속적으로 중요해짐에 따라 해당 제품에 대해 소비자들이 느끼는 디자인 가치가 무엇인지도 중요해졌으며, 무엇에 영향을 받는지도 중요해졌다. 소비자들이 느끼는 가치가 중요해짐에 따라 소비자들이 해당제품의 디자인에 대해 평가하는 메커니즘을 밝힐 필요성이 존재하며, 적절한 가치를 전달하기 위해 디자인을 평가할 수 있는 모형이 필요하다. 디자인과 관련한 기존 연구들은 소비자들의 인지와 가치 부분에 초점을 맞추어 연구를 하였지만, 제품 속성 자체에 대한 부분은 고려하지 않은 경향이 있으며, 제품이 갖고 있는 객관적인 속성들에 따라 소비자들의 인지가 변화하는 과정과 최종적으로 느끼는 가치에 대한 메커니즘을 밝힌 연구는 부재한 것으로 나타났다. 따라서 본 연구는 스마트폰 제품이 갖고 있는 객관적 속성인 제품 속성과 객관적 속성을 통해 느끼는 소비자들의 인지, 가치에 대해 평가할 수 있는 메커니즘을 설계하고, 이를 평가할 수 있는 3단계 디자인 평가 모형을 제시하려 한다. 3단계 디자인 평가 모형은 제품 속성, 인지 속성, 소비자 가치까지 모든 단계를 고려한 정량화된 모형으로 스마트폰 분야만이 아닌 사용자경험 분야에 전반적으로 적용 가능할 것으로 기대하며, 기업이 갖고 있는 소비자 데이터와 결합한다면, 특정 소비자층을 겨냥한 제품 생산 및 설계가 가능한 지능형 디자인 가치 평가 모형으로 발전할 수 있을 것으로 예상한다.

• 한국문헌정보학회지
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• 제26권
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• pp.35-51
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• 1994

This article presents the role of children's librarian in the age of information. Preparing the 21st century, there should have been to identify the humanities of health, independent, creative, and moral fact with educating children in future Korea. Children's library should service all the children to improve the information skill and technology, to creat a whole person with high order intellectual thinking skill for the consumer, the voter and the leader of the next generation. It has been identified that the children's librarian should playas a mediator of literacy and culture of children, a creating counselor of personality, a negotiator of recoginating all knowledge, and a leader of the information skill or communication skill in the children education at the 21st century.

• 복식
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• 제52권3호
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• pp.161-169
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• 2002

The purposes of this study were to investigate effects of the clothing consumption value on the service quality and to examine the determinant factors on the attitude of interned apparel shopping. The data were collected from 227 female adults using questionnaire. Using SPSS 9.0 package. Cronbachs $\alpha$, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows. 1. Clothing consumption value was composed of 5 factors : fashion value, social value, functional value, personality value, and emotional value. 2. Clothing consumption vague had direct effects on the service quality of internet apparel shopping mall. The service quality was perceived as reliability, advantage. responsibility, product assortment, tangibles, and rapidness. 3. Consumer characteristics such as age, household income. experience of internet shopping. and web search ability, clothing consumption value. and product assortment of the service quality had significant effects on the attitude of internet apparel shopping.