• International journal of advanced smart convergence
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• v.12 no.2
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• pp.127-134
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• 2023

Existing studies on this topic have focused on the effect of online content quality on consumer attitudes and behavior, with very few illustrating the effect of influencer image on consumer attitudes and behavior. The purpose of this study intents to reveal how influencer image affect consumer behavior. We have developed an image transfer theory-based research model to reveal how influencers transfer their image to endorsed products to influence consumer behavior. The results show that influencer image positively affects satisfaction, which in turn affects the product's cognitive and affective images in the vlog. Moreover, it was found that a product's cognitive image and affective image influence consumer behavior intention. Furthermore, purchase experience exhibits significant differences in its path. Based on these results, the social media-related research theoretical implication will be offered, and managerial implications will be provided for foreign brand promotion strategies

• Journal of the Korean Home Economics Association
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• v.36 no.5
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• pp.107-123
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• 1998

Mothers play a major role in children's consumer socialization but little is known about differences in mother's consumer socialization tendencies and the antecedents causing the differences. This study addresses two research questions: First, what are the underlying dimensions of mother's consumer socialization? Second, what are the antecedent variables causing differences in mother's consumer socialization tendencies; can parental style, consumption-related attitudes (attitude toward marketplace and ads., attitude toward consumerism and consumption-oriented attitude) be used as a conceptual basis for hypothesizing these differences? The findings of this research were as follows: 1. Factor analysis suggested five underlying dimensions of mother's consumer socialization of children; Mother-child communication about consumption, Mediation of media, Reaction to purchase requests, Restriction of allowances and Restriction of consumption. 2. The differences in the mother's consumer socialization tendencies among different parental groups matched the differences in child-rearing behaviour suggested by Developmental Psychology and this provided support for expected relationships between general-consumer socialization tendencies, as measured by mothers' behaviour. 3. Differences were found on all factors according to mothers consumption-related attitude. This provided support for the expectation that mothers' consumption related attitudes are important antecedent variables causing differences in consumer socialization tendencies. Some implications and directions for future research were discussed.

• Korean Journal of Human Ecology
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• v.14 no.5
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• pp.771-783
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• 2005

The purpose of this study is to investigate level of participation and satisfaction on leisure by the types of money attitudes in adults consumer, and to offer useful informations for improvement of leisure life. The data used in this study were collected from 449 adult consumers in Busan. The results of this study are as followings: 1. The attitude factors of adult consumers toward money are divided into six factors. And according to the factor points, five clusters are obtained. 2. Demographic variables which influenced on the types of money attitudes were the size of a family, the household monthly income, and the educational background. 3. The differences of level of participation on leisure according to the types of money attitudes were significant to participation level, participation time, participation cost and participation satisfaction in leisure. 4. The differences of satisfaction on leisure according to the types of money attitudes were significant to the monthly leisure expenditure. 5. The influencing variables of satisfaction on leisure according to the types of money attitudes showed differences by the various cluster types.

• Journal of Environmental Science International
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• v.25 no.12
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• pp.1643-1651
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• 2016

It is important to understand consumer attitudes associated with their eco-friendly behavior on account of not only environmental reasons, but also corporate aspects. In this study, we examine the relations between variables influencing eco-friendly attitudes and eco-friendly behavioral intentions, namely, recycling, reusing, and reducing (3R). We first, performed a theoretical consideration through reviews of literature on ethical identity, ethical obligation, altruism, and eco-friendly attitudes, and behavioral intentions. Based on the literature review, we designed a study model and drew hypotheses. Further, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 265 samples were collected and the data were analyzed using a structural equation model (-LISREL 8.70). The results suggest that ethical identity and altruism significantly influence environmental attitudes. However, the effects of ethical obligations on eco-friendly attitudes are insignificant. The environmental attitudes have a significant effects on the consumer behavioral intention for recycling, reusing, and reducing. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.649-664
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• 2018

With the rapid growth of the Chinese cosmetics market and the continuous introduction of new products into the market, beauty videos generated by other consumers, that are by beauty vloggers, have become a major source of information for cosmetics consumers. With the popularity of beauty vlogs in China, beauty vloggers have become influencers who affect consumers' information processing and attitude development regarding cosmetic products and beauty routines. The current study aims to explore the characteristics of beauty vloggers that affect consumers' attitudes toward both the beauty vlogs and the products featured in those vlogs. Based on parasocial interaction theory, the study examines whether perceived characteristics of beauty vloggers influence consumers' perceived parasocial interaction, which in turn influences their attitudes. The study employs an online survey, which was administered to female consumers in China. Data from a total of 372 responses was used for analysis. Findings show that the perceived similarities to and perceived trustworthiness of vloggers have a significant impact on parasocial interactions, which influences consumer attitudes toward both the vlogs and the products shown in them. Perceived reliability and perceived attractiveness are shown to have a positive impact on consumer attitudes toward vlogs. Perceived expertise, attractiveness, similarity, and trustworthiness have all been shown to affect product attitudes. These results show that while beauty vlogs have a significant impact on consumers' decision-making processes, the perceived characteristics of beauty vloggers themselves are important to consumers in the development of their attitudes toward both vlogs and products.

• The Korean Journal of Community Living Science
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• v.22 no.2
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• pp.267-282
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• 2011

This study investigated Korean and Chinese female college students' retirement attitudes. Considering the fact that the two countries are experiencing dramatic increases in elderly population, retirement planning is a significant social issue. Even though Korea and China share similar cultural backgrounds, economic systems and governmental retirement policies have been developed in different ways. The purpose of this research was to compare retirement attitudes and related factors between Korean and Chinese female college students. Based on a survey with 214 female college students (130 Koreans and 84 Chinese), differences and similarities in retirement attitudes and related factors were identified. On average, Chinese female college students showed more positive attitudes towards retirement than Korean students. The levels of thinking about retirement and worrying about finances in retirement were greater for Korean students than Chinese students. More Korean students anticipated that their actual retirement age will be earlier than their desired retirement age. Korean students believed that they should start retirement planning at an earlier age than Chinese students' retirement planning age. Korean students anticipated that the cost for food and housing as the major expenditure category in retirement while Chinese students anticipated cost for health care as the major expenditure category. Korean students who worry about finances in retirement, and those who anticipated that they will retire earlier than their desired age showed negative retirement attitudes when controlling other factors. Implications for retirement planning and education were presented based on the research findings.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.125-137
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• 2019

This study determined the impact of 'Fashion Augmented Reality (FAR)' acceptance factors based on the model of acceptance and use of technology (UTAUT) on consumer attitudes, intention to use technology, and fashion product purchase intention. A survey asked participants to have an AR experience using a FAR app to understand FAR in advance. Data were analyzed factor analysis and stepwise regression using SPSS. The results are as follows. First, the factor analysis classified the acceptance variables of FAR technology into 'social relations', 'shopping effectiveness', and 'easy to use FAR'. Second, among the three factors of FAR acceptance, 'shopping effectiveness' is statistically more influential on positive attitudes towards FAR. However, 'easy to use' factor was more influential on 'the intention to use technology' as well as 'purchase intention'. Third, 'social relations' were identified as an important factor affecting 'consumer attitudes', 'intention to use technology' and 'purchase intention' which are not well covered in fashion technology research. In addition, 'the intention to use technology' was found to be influential on 'purchase intention' and indicated the importance of easiness of FAR to enhance purchase intention.

• Human Ecology Research
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• v.54 no.2
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• pp.119-130
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• 2016

Product complaints allow business operators to learn from and solve problems they have been unaware of and prevent customers from leaving in advance. The ability to deal properly with complaints may improve consumer loyalty and repurchase intentions. This study analyzes consumers' intention in complaining behavior towards supermarkets and traditional markets. This study provides implications for business operators in the establishment of marketing strategies to deal with complaints and perform education related to consumer complaints by the verification of variables that influence intention on complaining behavior. A survey was conducted on housewife consumers who had experience using supermarkets and traditional markets. The major results are as follows: first, in store awareness higher in supermarkets than in traditional markets. Second, determinants of consumer complaint behavior, indicated a belief there was a need to spend more money at traditional markets than supermarkets, where the possibility of complaint success and complaint attitudes were found to be low. Third, intention of complaining behavior was lower at traditional markets than supermarkets. Intentions on private complaining behavior and public complaining behavior were both low. Fourth, intention of private behavior is higher than intention of public behavior for both supermarkets and traditional markets. Fifth, complaint attitudes were variables with the greatest influence on intention of complaining behavior for both supermarkets and traditional markets.

• Korean Journal of Human Ecology
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• v.4 no.1
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• pp.51-61
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• 1995

The purpose of this study was to find out the characteristics of the adolescent consumers related to the attitudes toward TV advertisements on and purchasing behaviors of the sport beverages, and to test the role of the atitudes toward TV advertisements between the consumer characteristics and the purchasing behaviors of the sport beverages. The qusetionnaire method was utilized to 549 female and male junior and senior high school students in urban and rural areas. The results showed that the attitudes toward TV advertisement on sport beverage was related to the residentiae years in school, whom to buy, level of interests in sports, and level of knowledges of the beverages; purchasing behaviors of the sport beverages, whom to buy, gender, level of knowledges of the beverages, size of the allowance, and the residentiae years in school. The attitudes toward TV advertisements seemed to the intervenning role between the consumer characteristics and the purchasing behaviors among adolescent consumers.

• Journal of Fashion Business
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• v.21 no.6
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• pp.1-15
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• 2017

This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.