• Journal of Distribution Science
• /
• v.17 no.10
• /
• pp.61-71
• /
• 2019

Purpose - This study aims to explore the impact of factors on Korean consumer goods purchase decision of Vietnam's Generation Z. Research design, data, and methodology - A mixed research method was utilized in this study including focus group, in-depth interview, pilot study, and official study. The conceptual model and hypothesis were tested using data collected cross-sectional by questionnaire, from a sample of 439 respondents, by both electronic and paper surveys with non-probability and convenience sampling. The SPSS 20 and AMOS 20 software were employed to analyze the data. Results - Results showed that Vietnam's Generation Z was strongly impacted by social media, Hallyu, country of origin, social norms, and perceived usefulness. Besides, Korean consumer goods purchase decision of Vietnam's Generation Z also were impacted by intermediary factors such as trust, social norms, product involvement, perceived quality, perceived usefulness, attitude, and buying intention. There were differences in factors affecting the purchase decision of the boy and girl Generation Z group. Conclusions - The factors impacting on Korean consumer goods decision of Vietnam's Generation Z are very important for Korean firms and government. The findings provide Korean firms opportunity for appropriate to be carried out factors impacting Korean consumer goods to generation Z in Vietnam successful.

• Journal of Distribution Science
• /
• v.16 no.8
• /
• pp.79-89
• /
• 2018

Purpose - This research aims to investigate the factors that influence consumer's overseas online shopping behavior. Consumers adopt overseas online shopping as a new buying way and more and more consumers prefer overseas online shopping than traditional shopping ways. Consumers' behaviors in this shopping experience can be different from other shopping experiences. With the increase of overseas online shopping, we need to find antecedents and results of overseas online shopping. Especially there would be positive or negative factors which influence overseas online shopping motivation. To find the relationship, this study examines self-efficacy and impulsivity as major factors which influence overseas online shopping. We also suggest that several attitude factors increase self-efficacy and it is positively related to customer satisfaction. On the other hand, we assume that overseas online shopping factors influence impulsivity of buying and it will decrease customer satisfaction. Research design, data, and methodology - This empirical study data were collected from Korean people who experience overseas online shopping. The subjects for this study were confined to shoppers who used overseas online shopping within the past six months. A total of 267 responses were gathered. SPSS 23.0, PLS 2.0 software were used in the data analysis. Descriptive statistics were used to show sample characteristics. We examined reliability, validity test for constructs. All measurement items used seven-point scales(1= very strong disagree, 7 = very strongly agree) drawn from previously published papers. Partial Least Square method was applied to find the relationship between antecedent factors and dependent factors and hypotheses were estimated. Results - Results show that perceived superiority, perceived ease of use, perceived transaction safety, perceived behavioral control positively affect self-efficacy. Self-efficacy influences positively to consumer's post purchase satisfaction. Perceived monetary benefit and perceived uniqueness motivated impulse buying. This can make consumer's post purchase dissatisfaction. Conclusions - This paper attempted to confirm the existence of both the positive and negative faces of overseas online shopping. The result reveals that self-efficacy is a major factor which may increase satisfaction in the overseas online shopping. Usually, we can think monetary benefit and uniqueness of products motivate overseas online shopping. But it can also intrigue impulse buying and negatively affect customer relationship. Therefore companies should provide enough products information to their potential customers and they might apply adequate processes such as recommendation, comparing systems to build long term relationship with their customers.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.21 no.1
• /
• pp.182-193
• /
• 1997

The purpose of this study was to investigate the actual state of introduction and distribution of import apparel and to identify which characteristics of import apparels were different from domestic apparels by analysing consumer's evaluation attitudeto import apparels comparatively. Inaddition, by forming consumer groups who prefered import apparels and who prefered domestic apparels consumer characteristics and factors of each group were investigated. Results of this study are summarized as follows; 1. The degree of recognition of domestic or import well-known apparel brands were both high as 79.1% was to national brandcomparing with 77.0% of import brands. Average holding articles of import apparels were increasing up to 2.08 per person. 2. Consumers gave better evaluation to import apparel in all its aspects. With respects of the economic value and thepractical value, domestic apparel brands were evaluated better than import apparel brands while import apparel brands were evaluated better than domestic apparel brands with respects of design, brand image, and quality value. 3. Consumer group who has preference to import apparel has the tendency of high degree of clothing expenditure and low degree of economical behavior in clothing life st)4e and high degree of brand preferency. Futhermore, such group was not affirmative to negative effect of purchasing import goodsand open-trade policy. 4. Core factors affecting the preference to import apparel were design evaluation attitude, general reluctancy to buying imports, brand-oriented clouting life style, and degree of prossession of import apparel, as enumerated in the order of importance.

• Archives of design research
• /
• v.18 no.1 s.59
• /
• pp.59-68
• /
• 2005

In 20th century, that is the times of mass production with mass consumption, a company supplies standard product by the system of mass production line. Therefore, the company, itself, had to introduce its product quality to the customers. It was the buying criterion of consumer against product. In that period, a company utilized its identity in order to give customers product information such as product value, price and quality, etc. However, as digital technology with the wide-spread of informationalization & technical revolution is developed, products have diversification and customers have better incomes. So, buying method tends to thi purchase of self-satisfaction generally. In the buying criterion of consumerbased on personality & sensibility, a company must offer the buying criterion of product which can appeal the special quality & image of product itself to customers, and it must stop appealing the Cl of company under the condition of mass production by product quality and function. This study tried to focus on the method which can create effective brand and its image that are the buying criterion of new product. Also, this study tried to find the effective relation between economical & social paradigm which is the result of social informationalization with intensive knowledge, and buying determination of customer, And, this study tried to present guideline of effective brand image and brand special Quality that is affected to buying determination of customers together. The model of Positive analysis had two types. The first model studied the mutual relation between economical/social change factors and special quality of brand. And, the second model studied the mutual relation between the cause of special quality of brand and formation of brand image through regression analysis. Therefore, the construction of sensitive brand image for forming brand must be requested. The sensitive brand image is highly related to preference of sensibility, and it must be based on mind identity & visual identity. And, mind identity must have creation of value, satisfaction, combination of community, personal preference, etc. Visual identity must have esthetic order, and originality of molding, etc. Namely, brand image must form the accommodation of era change, personality & sensibility satisfaction, the effectiveness of service, etc., in order to create effective brand image.

• Korean Journal of Human Ecology
• /
• v.20 no.6
• /
• pp.1167-1184
• /
• 2011

The goal of educating consumers regarding food safety is to increase consumer competency in food safety. In order to recognize consumer problems and to develop consumer competency in rapidly changing consumer environment, it is necessary to cultivate consumer knowledge, attitude, and ability on food safety required in performing the consumer role effectively. Within this context, it is necessary to develop consumer-oriented education programs which aim to change consumer values and behaviors with regard to food safety. Based on information obtained from focus group interviews, the need for educational programs for food safety, which are related to the whole process of food consumption, have been raised. The process of food consumption is divided into buying, cooking/eating, and after eating, based on the process of consumer decision making and consumer behavior. Scenarios for consumer education on food safety were developed depending on the process of food consumption. This study developed a pilot consumer education program which included the whole process of food consumption. The program of this study was designed to induce consumers to change their behavior through establishing values on food safety and may contribute to lay the foundation for the realization of food safety culture. The results will be utilized to provide future directions for consumer education programs and efficient educational materials on food safety. Finally, it is hoped that empirical evaluation and analysis on the effects of consumer education programs will be investigated in future studies.

• Journal of Information Technology Services
• /
• v.10 no.4
• /
• pp.33-46
• /
• 2011

This research focus on the economic activity as consumer and producer traits of future customers in the convergence age. We assess level of convergence for digital devices and services respectively by questionnaire survey and interview for 14 professions. And then, for evaluating convergence level and usage of digital services of each respondents, we conducted the questionnaire survey for 343 samples. Findings of our research hold that the group who showed higher level of convergence tends to use the socialized digital services more. Convergence generation were heavy users in appstore on smart-phone and wireless game and more participating. In digital service area, facebook/cyworld, twitter, UCC, portal, internet community in digital service. Convergence generation are global network communication, buying decision making activity, actively opinion expression, prosumer attitude, dependency on digital device, experience based purchase behavior, enthusiastic information sharing.

• Journal of the Korean Home Economics Association
• /
• v.42 no.1
• /
• pp.53-67
• /
• 2004

The purpose of this study was to analyze anti-counterfeiting strategies of fashion firms in Korea. Data was collected by in-depth interviews for 25 fashion firms and 5 buying offices who had been victims of counterfeiting. The result showed that fashion firms recognized the counterfeiting, especially deceptive counterfeiting, as a serious problem in Korea and seek for stronger protection. Fashion firms adopted diverse strategies for the protection of trademark and for the protection of design； (1) Investigation and Surveillance, (2) Warning, (3) Prosecution, (4) Lawsuit, (5) Consumer education (6) High-tech tabooing, (7) Provide incentives, (8) Penalty, (9) Do nothing. Despite the diverse efforts, they proposed the most desirable strategies to deter the counterfeiting as the changes of consumer attitude and stronger legal protection.

• Journal of Fashion Business
• /
• v.6 no.3
• /
• pp.52-59
• /
• 2002

Companies desire to increase total profits. Consumer's buying behavior depends on the nature of the product just like look, touch, and feel of fabric in apparel shopping on-line with Quick Response based mass-customization. The purpose of this study is to investigate the consumer's texture sensibility from textile image under on-line environment in order to give the direction for marketing strategy in apparel ebusiness. Total 8 kinds of textile swatches representing each of 8 texture-sensibility-axes were selected for this research on the basis of finding in previous studies. The analyses of 60 questionnaires were conducted by frequency, mean, and standard deviation using SPSS 10.0. The results of this research were as follows: Under on-line environment, consumers recognized Homespun as natural, strong, and warm texture sensibility, but not as glossy, and transparent. Oxford was recognized by consumers as refreshing, and plain texture. Consumers recognized Muslin as flat and refreshing, Melton not as transparent but as warm, strong, dense, and natural, Habutae as thin, transparent, refreshing, flat, glossy, and soft, Linen as sandy, Suede not as transparent but as strong, and warm, and Terry as warm, and dense.

• The Journal of Asian Finance, Economics and Business
• /
• v.6 no.3
• /
• pp.247-258
• /
• 2019

The paper aims to examine the factors affecting brand and student decision in buying fresh milk. Combining qualitative and quantitative research methods, this study used self-completed questionnaires to investigate 520 students in Ho Chi Minh City. The results of the study show that that there are five key determinants affecting the dairy brand and student decision in buying fresh milk, including: (1) product quality, (2) fair price, (3) product promotion and customer services, (4) product convenience, and (5) reference group's attitude to the brand. In addition, it is also found that product brand has a direct and positive impact on the student decision. The finding in this study is quite different from other existing literatures in terms of the importance level of the determinants of the student decision in buying fresh milk; specifically, in deciding to buy their fresh milk, students are often interested in the promotion and customer service, the product convenience, and the reference group for the purchase, more than in the quality and price of the product. From these findings, some managerial implications are proposed for policy-makers and relevant enterprises to have appropriate policies and strategies for their business development.

• Journal of Agricultural Extension & Community Development
• /
• v.10 no.2
• /
• pp.181-192
• /
• 2003

With emphasis on environmentally safe and sustainable and economically sound and oriented to consumer, this study intends to assess the consumer's cognition and attitudes for safe food distribution, to investigate the supplying system of the organic farm products, to survey the consumer and life cooperatives dealing with organic farm products, and to draw some implications toward environment- and consumer-oriented agriculture. Related literatures and available documents were reviewed to conceptualize the environmental-and consumer-oriented agriculture and consumer and life cooperatives, to grasp the nationwide status of such alternative agriculture and consumer cooperatives, and investigate the consumers' cognition and attitude. In order to investigate the consumers' needs for organic farm products and to grasp the active consumer and life cooperatives dealing with organic farm products, questionnaire method and non-structured interview were applied. The environment-and consumer-oriented agriculture refers hero to the farming system in which any farm food and other living products giving no harm to human and livestock health and catering the consumers' need. The consumer and life cooperatives is consumer's group buying and selling organic farm products organized in the cooperative system with which any consumer can be affiliated to buy organic farm products safely and reasonably.