• 한국의류학회지
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• 제39권3호
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• pp.433-445
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• 2015

This study examines factors that influence consumer behavior regarding the usage intentions and repurchasing behavior of counterfeits. Based on the Theory of Planned Behavior by Ajzen (1991), this study looks at the impact of attitude, subjective norm, perceived behavioral control, as well as the moral norm of consumers about intentions to use and repurchase counterfeits. An online survey was conducted on males and females over the age of 20 with previous experiences of purchasing counterfeits; subsequently, 209 responses were collected and analyzed. The covariance structure model was used to analyze the data in order to measure the factors that influence the usage of counterfeits and repurchasing behavior. The results show that attitude, subjective norm, and perceived behavioral control have significantly positive effects on usage intentions, while moral norm has a significantly negative effect on usage intentions. Usage intentions also have a significantly positive effect on repurchasing behavior and confirmed that usage intentions functions as the mediator. The variables that influence usage intentions are attitude, perceived behavioral control, moral norm, and subjective norm, in descending order. Consumer attitudes towards counterfeits is a major factor that influences usage intentions. Therefore, ethical problems should be emphasized to encourage a negative attitude towards counterfeits. This study identifies an important aspect to show that usage intentions toward counterfeits, and not purchasing intentions, influences repurchasing behavior. Findings are significant in that they reveal the role of the moral norm variable added to the TPB model.

• 가정과삶의질연구
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• 제28권5호
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• pp.209-223
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• 2010

This research how self-esteem and consumption behavior for adolescent consumers are differentiated different psychological home environment and how the psychological home environment during adolescence self-esteem and consumption behavior. The result of the research as follows. First, when the psychological home environment categorized in 4 subgroups, accomplishment-non-accomplishment zone had average 3 points sense of non-accomplishment. Setting the aspiration level and striving to achieve such level were reviewed to be low. In autonomous-heteronomous, it is thought that with more allowance more responsible for actions and autonomous actions such as respecting personal opinions. Secondly, all 5 sub-groups of the self-esteem level for adolescent consumers showed average of approximately 3 points, a normal standard self-esteem When the overall school score is high self-esteem was also given high points. It can be thought that the school scores provide positive or negative effect on pride, future and surrounding situations. When psychological home environment was deemed positive in the relationship between psychological home environment and self-esteem, evaluation and the faith how other people recognize one were also thought positively. Thirdly, 4 subgroups of the consuming behavior for adolescent consumers had under 3 points for trend pursuit, showing a less severe trend pursuit by adolescents then expected. Consumer behavior for different psychological home environment and self-esteem showed that consumers selected a utility, while trendy and unique consumer behavior was found with middle level of open-closeness when a sense of accomplishment was significant among the psychological home environment.

• Human Ecology Research
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• 제54권1호
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• pp.107-118
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• 2016

This study examined differences in consumers' images of short-term income forest products, preference, willingness to pay prices and purchase behavior according to dietary lifestyle as well as investigated what factors influence the degree of satisfaction when purchasing short-term income forest products and willingness to repurchase. According to dietary lifestyle, the results classified consumers as 'frugal housewife type,' 'convenience-seeking type,' and 'food high-involvement type.' A 'food high-involvement group' is defined as a group that wants high quality products regardless of price. In the 'frugal housewife type,' country of origin and hygiene/safety (considered when purchasing food) had positive influences on the degree of satisfaction. In the 'convenience-seeking type,' country of origin (considered when purchasing food) had a positive influence on the degree of satisfaction while country of origin (checked when purchasing food) had a negative influence on degree of satisfaction. Consumers had a lack of perception for short-term income forest products; subsequently, short-term income forest products had a weakness of low access to consumers. Therefore, farms for short-term income forest products need to divide products into 'high-priced' luxury products and 'low-priced' frugal products according to dietary lifestyle characteristics, improve packaging status to enable consumers to check quality certificates, and clearly indicate country of origin as well as improve distribution processes and increase consumer access to products.

• Asia Marketing Journal
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• 제11권1호
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• pp.73-92
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• 2009

소비자들은 때로 특정 제품에 대한 정보들을 다른 소비자에게 전달하여 그들의 제품 선택에 영향을 미치는 전달자 역할을 한다. 본 연구는 구전 전달자로서 소비자가 다른 소비자에게 전달하는 제품 정보를 주관적 (긍정적 또는 부정적) 정보와 객관적 정보로 구분하여, 소비자가 어떤 정보를 어떤 경우 더욱 활발히 전달하는 지를 분석하고자 한다. 본 연구는 이를 위해, 소비자의 메시지 전달 행위를 제품 선택과 같이 또 다른 형태의 선택 행위로 보고, 고객의 제품 구매 선택 행위를 연구하는 데 주로 적용되어 온 소비자 선택 모형(consumer choice model)를 이용하여 소비자의 메시지 전파(구전) 활동을 분석하였다. 소비자 선택 모형을 이용하여, 구전 전달자들이 제품에 관한 객관적 정보와 주관적 평가를 언제 더욱 많이 확산 시키는 지를 알아보고, 더 나아가서는 소비자들이 제품 관련 정보를 확산하는 과정에 구전 활동을 더욱 활성화 또는 약화시키는 요인이 무엇인지를 살펴 보았다. 본 연구는 실증 분석 결과를 통해, 구전 전달자의 메시지 확산 행위는 정보를 획득하게 된 경로/원천(source)의 유형에 따라 더욱 활발해 지거나 위축될 수 있다는 점을 발견하였다. 또한, 이러한 구전 활동은 전달하는 제품관련 메시지가 주관적 제품 평가에 관한 것인지 아니면 제품에 대한 객관적 정보인지에 따라 그 정도가 달라진다. 본 연구의 결과가 의미하는 바는, 소비자의 제품에 관한 메시지 확산 활동은 소비자의 구전 메시지 선택 행위에 영향을 미치는 효과적인 커뮤니케이션 계획을 통하여 더욱 확산 또는 위축시킬 수 있다는 점을 보여준다. 본 연구는 기업이 확산되기를 바라는 제품 정보가 구전을 통하여 효과적으로 확산되도록 계획을 수립하는 데 필요한 방법론을 제공하고 있으며, 실증 분석 결과를 기반으로 제품구전의 성공적인 확산을 위한 커뮤니케이션 전략 수립에 필요한 가이드라인을 제공하여 준다.

• 가족자원경영과 정책
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• 제9권1호
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• pp.95-111
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• 2005

This study utilized representative data and categorized consumer groups by the style of purchase behavior, and examined the differences in consumers' evaluation for their consumption life and socio-demographic variables. The results of this study are summarized below First, the level of satisfaction for consumption life and evaluation of consumption level were in medium. The evaluation for society's consumption behavior was negative and did not agree that consumers' own behaviors are rational, but others' are conspicuous. The trend of consumers' conspicuous behavior and fashion-focused behavior were severe, but consumers' rationality was low. Second, males were more likely to be in rationality, but females were in both rationality and fashion-focused behaviors. Single consumers were more likely to follow fashion-based behavior, but married consumers prefer name-brand products and more likely to show conspicuous consumption. Low education was more related with convenience-focused behavior and rationality, but high education was more related with fashion-focused behavior and irrationality. Young consumers were more likely to show fashion-focused behavior, but old consumers follow convenience-focused behavior. Third, the level of satisfaction for consumption life was the highest in rational consumers, but low in consumers focused on name-brand products and on conspicuous consumption. The evaluation of consumption level was low in rational consumers and consumers focused on convenience, but high in consumers focused on name-brand products and on fashion. Rational consumers were more likely to evaluate society's consumption behavior negatively, and consumers focused on convenience were more likely to disagree for the discrepance in the evaluation of consumption behavior between consumers themselves and others.

• 패션비즈니스
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• 제22권1호
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• pp.56-70
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• 2018

This study investigated if there are differences between the effects of lifestyle and personality on consumer complaining behavior between Korea and China. Sample subjects of this study were female college students of Korea(Jeollabuk-do and Jeollanam-do) and China(Yunnan). The questionnaire data from 780 college students were analyzed through the following statistical analyses: a reliability analysis, factor analysis, frequency, mean, and multiple regression analysis. The results of the study was as follows. First, the complaining behavior types of college students were divided into 4 factors: third party, breakaway behavior, compensation claim, and negative word of mouth. Second, significant differences were revealed between the dissatisfaction and the conditions of complaining behavior between Korean and Chinese consumers. Third, significant differences were found which were related to the effects of lifestyle and personality on types of consumer complaining behavior between Korea and China. Fourth, the complaining behavior factors of 'third party' and 'compensation claims' of Chinese consumers were higher than those of Korean consumers; however, the 'negative WOM' of Korean consumers were higher than those of Chinese consumers. Fifth, the lifestyle factors of 'fashion orientation, 'rational orientation' and 'activity orientation' of Chinese consumers were higher than those of Korean consumers. The 'achievement orientation' of Korean consumers was higher than that of Chinese consumers. And the personality factors of 'sense of responsibility' of Chinese consumers were higher than Korean consumers. Finally, 'openness' of Korean consumers were higher than Chinese consumers.

• 한국가정과교육학회지
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• 제31권4호
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• pp.115-128
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• 2019

본 연구는 중학생을 대상으로 자아존중감과 소비자사회화 영향요인이 합리적 소비행동에 어떠한 영향을 미치는 지 살펴보았다. 이에 편의표집 방법을 이용하여 서울, 경기, 충청, 전남, 광주 지역의 중학생을 대상으로 자료를 수집하여 총 412부를 분석하였다. SPSS 프로그램을 이용하여 기초통계분석, 크론바하 알파, t-검정, 단계적 회귀분석 등을 실시하였으며 분석 결과는 다음과 같다. 첫째, 합리적 소비행동은 3.18, 자아존중감은 3.54로 다소 높게 나타났으며, 소비자사회화 영향요인의 경우, 부모가 3.13으로 가장 높았으며, 학교 2.83, 대중매체 2.78, 또래집단 2.73 순으로 나타났다. 둘째, 성별에 따라 중학생의 합리적 소비행동, 소비자사회화 영향요인이 다른 지 평균비교를 한 결과, 합리적 소비행동의 경우 성별 차이가 나지 않았지만, 소비자사회화 영향요인의 경우 학교를 제외한 대중매체, 또래집단, 부모 등이 여학생이 남학생보다 높게 나왔다. 셋째, 자아존중감과 소비자사회화 영향요인이 합리적 소비행동에 어떠한 영향을 미치는 지 살펴본 결과, 용돈 액수와 대중매체, 또래집단 등은 합리적 소비행동에 부적관계를 나타냈으며 자아존중감과 부모는 합리적 소비행동에 긍정적인 영향이 있는 것으로 나타났다. 이에 중학생들이 합리적 소비행동을 하는 소비자가 되기 위해 가정과수업에서 자아존중감을 높이고 또래집단의 영향이 긍정적일 수 있도록 지도하는 것이 필요하다는 함의점을 갖는다.

• 한국IT서비스학회지
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• 제9권4호
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• pp.135-150
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• 2010

In the age of digital convergence, it is expected that quality of life of human beings can be improved by converged devices and services. Researches concerning change of buying patterns and consumer behaviors in these contexts have to be progressed actively. To investigate future trend of consumer behaviors, we used focus group interview for Qualitative approach in the first step and then conducted questionnaire survey for experts in order to get validity and feasibility of research results. As result of research we suggested eight propositions by FGI for 20s target consumers. Additionally, on the basis of qualitative research, by questionnaire survey for 22 experts two perspectives of positive and negative views In future trends were proposed. Results can give lots of Implications and research motivations to academia, practices and workers in public policies who have interests in change of consumer behaviors, thinking styles, and life style under digital convergent environment.

• 복식
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• 제31권
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• pp.75-87
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• 1997

The purpose of this study was to investigate the experiential aspects of consumer in the ap-parel buying process especially the affective aspects. An ethnographic approach is a kind of qualitative analysis or naturalistic inquiry be-ing adopted by studies of anthnopology and consumer behavior,. Data were collected via doing participant observation interview field notes and recording for three months from fe-male students of universities in Pusan. Results were as following: First consumers experienced the various kinds of affection in the apparel buying pro-cess such as satisfaction pleasure/refresh-ment interest/attraction pride conspicous-ness impulse neglect prostration anxiety ir-ritation and dispiritedness. Second especially they were felt satis-faction and conspicousness by the atmosphere of store pleasure by the smell of store and impulse by nostalgia in apparel buying process. Also negative affections felt in the process such as neglect prostration anxiety and irri-taton had a great influence to apparel buying behavior. This study was to serve as a pilot study we wished to fortify the methodology of qualitat-ive analysis to identify themes and to de-velop hypothesis for further study.

• 가정과삶의질연구
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• 제31권5호
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• pp.185-200
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• 2013

The purpose of this study is to examine the moderating effect of consumer competency associated with the influence of interaction styles with sales man on inappropriate consumer compliant behaviors. For the purpose, the survey questionnaire was administered to 1,050 consumers across country by the on-line survey. The research data are analyzed using four statistical methods: factor analysis, reliability analysis, multiple regression, and moderating regression analysis. The results are as follows: First, some demographic variables, for example, male, level of education, marital status, amount of monthly household income had significant effects on inappropriate consumer compliant behaviors such as rudeness of behavior and interference with business. Second, it is significant that two types of interaction with sales man(passive and assertive interaction) have positive effect on rudeness of behaviors, while assertive interaction only has positive effect on inference with business. Third, this research has been shown to be significant, based upon the findings on moderating effects of consumer competency in respect to consumers' level of inappropriate compliant behaviors. In particular, consumer competency has negative moderating effects between interaction styles with sales man and rudeness of behaviors. Practical implications were discussed in terms of effective customer management strategies and policy making related to consumer education.