• 한국의류학회지
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• 제29권9_10호
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• pp.1306-1315
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• 2005

Impulse buying has been considered a pervasive and distinctive phenomenon in the modern lifestyle and has been receiving increasing attention from consumer researchers and theorists. In the modern marketplace, spontaneous urges to buy and consume often compete with the practical necessity to delay the immediate gratification that purchasing provides. The purpose of this study is to conceptualize and test the framework of impulse buying behavior for fashion products using structural equation model. Data were obtained from 413 students attending universities during schedules classes in Busan. Analysis of the data, utilizing AMOS 4.1, supported most of the predictions. The results showed that situational variable(time available) and individual variable(fashion involvement) have direct effects on consumers' shopping emotions, including positive and negative emotion. Positive emotions had effects on all types of impulse buying(planned impulse buying, reminded impulse buying, and fashion-oriented impulse buying), while negative emotion affected two types of impulse buying(reminded impulse buying and fashion-oriented impulse buying). These emotional experiences influence impulse buying behaviors for fashion products serving as critical mediators. The findings suggest that time available and fashion involvement are good predictors mediated by shopping emotion to impulse buying behavior for fashion products. The implications of this research for future work on the shopping emotion and impulse buying behavior are discussed.

• 한국의상디자인학회지
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• 제10권1호
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• pp.125-134
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• 2008

Consumers' need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention. Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer's need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53. Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model. In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.

• 한국유통학회지:유통연구
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• 제17권2호
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• pp.1-28
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• 2012

본 연구는 Sheth and Parvatiyar(1995)가 제시한 관계형 시장 행동의 가정과 정의에 대한 Bagozzi(1995), Peterson(1995)의 논평에 기초해 관계 마케팅 방식으로서 로열티 프로그램이 고객 참여와 소비자-브랜드 관계에 기초한 관계형 시장 행동에 미치는 영향을 실증해 보았다. 다음과 같이 연구 결과와 시사점을 정리한다. 첫째, 로열티 프로그램의 관계적 성과를 검증한 결과, 로열티 프로그램이 고객의 참여, 소비자-브랜드 관계, 관계형 시장 행동에 미치는 긍정적 효과를 실증하였다. 선행 연구에서의 주장과 일치하는 이러한 결과는 소비자와 기업이 마케팅 관계에 참여하려는 의지와 능력은 더 높은 마케팅 생산성을 낳는다는 Sheth and Parvatiyar(1995)의 제안 명제를 확인시켜 주고 있다. 둘째, 소비자-브랜드 관계의 매개효과 그리고 소비자-브랜드 관계의 구성 변수와 관계형 시장 행동의 구성 변수간 영향을 미치는 개별적인 인과 관계에 대해 일관된 결과를 보이지 않고 있다는 주장(Palmatier, Dant, Grewal and Evans, 2006)에 따라 다중 회귀분석으로 추가 분석을 실시한 결과, 소비자-브랜드 관계의 질적 특성을 이루는 여섯 개 항목들이 개별적으로 관계형 시장 행동에 영향을 미치는 회귀 모델의 설명력이 더 높다는 Breivik and Thorbjornsen(2008)의 연구결과를 지지하는 결과를 얻었다. 셋째, 고객의 참여를 활성화시킬 때 소비자-브랜드 관계 및 관계형 시장 행동이라는 관계 성과가 나타난다는 시사점을 제시하였다. 이는 관계 마케팅 활동과 고객 참여를 증가시키려는 노력이 소비자와의 관계 유지와 성과에 중요하다는 선행 연구의 주장 (Bitner, 1995, Fournier, 1994 ; Sheth and Parvatiyar, 1995)에서 뒷받침된다.

• 한국프랜차이즈경영연구
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• 제12권1호
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• pp.45-55
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• 2021

Purpose: How to build the positive emotion of customer is very important, because it affects the positive attitude. Brand evidence has a significant impact on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Thus, this study examines the effect of brand evidence on emotion (positive emotion and negative emotion), and attitude in restaurant industry. Research design, data, and methodology: This study examines the structural relationship among brand evidence, emotion, and attitude. Brand evidence divide into three sub-dimensions such as physical evidence, core service, and employee service. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The data were collected from 439 restaurant users from Seoul area were analyzed using SPSS 22.0 and SmartPLS 3.0 program. A total of 460 questionnaires were distributed and a survey was conducted for 4 weeks, and a total of 439 were used for analysis, excluding non-response data and 21 unusable response data among the collected questionnaires. Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that physical evidence, core service, employee service had positive effects on positive emotion. And core service and employee service had negative effects on negative emotion while physical evidence did not have. Also, positive emotion had positive effect on attitude and negative emotion had negative effect on attitude. Conclusions: The findings of this study provide guidelines on how to enhance competitiveness in restaurant industry through understanding brand evidence's effects on raising perceived consumer's emotion and attitude. Therefore, food service companies should establish a marketing strategy that can stimulate positive emotions through brand evidence, which is all factors related to service brands that influence consumers' evaluation of service products and purchase decision-making process.

• 문화기술의 융합
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• 제9권3호
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• pp.193-204
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• 2023

최근 인플루언서 마케팅의 개념은 학계와 산업계 모두에서 급격히 성장하였으며, 인플루언서 시장의 성장세로 인플루언서 마케팅은 많은 기업의 마케팅 전략에서 중요한 고려요인이 되었다. 그러나 인플루언서 시장의 성장세와 그 연구의 중요성에 비해 관련 연구가 충분하게 진행되지 않아 본 연구는 인플루언서의 특성이 구매자의 공존성을 통해 소비자 행동에 미치는 영향을 실증 분석하여 관련 문헌을 확장하고 실증적인 기여점을 제시하고자 하였다. 이에 인플루언서를 통해 한 번이라도 제품을 구매한 경험이 있는 사람들 400명을 대상으로 설문을 수행하여 최종 384부를 분석에 활용하였다. 연구 결과, 인플루언서의 특성 중 매력성과 공감성은 구매자의 공존성 중 만족에 긍정적 영향을 주는 것으로 나타났으며, 불만족에는 부정적인 영향을 주는 것으로 나타났으며, 전문성은 구매자의 공존성에서의 만족과는 아무런 영향을 주지 않는 반면, 불만족에 긍정적인 영향을 주는 것으로 나타났다. 그리고 구매자의 공존성 중 만족은 브랜드 이미지와 추천 의도에 긍정적인 영향을 주며, 구매자의 공존성 중 불만족은 브랜드 이미지와 추천 의도에 부정적인 영향을 주는 것으로 나타났다.

• 복식문화연구
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• 제22권6호
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• pp.930-942
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• 2014

The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• 한국콘텐츠학회논문지
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• 제21권5호
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• pp.182-199
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• 2021

본 연구는 공연예술의 서비스의 부정적 측면에 주목하여 연구를 설계하였다. 공연예술에 관심이 증가하면서 공연예술분야에서도 서비스에 대한 다양한 연구가 진행되고 있다. 그러나 현재 공연예술서비스의 긍정적인 측면에 대한 연구는 꾸준히 증가하고 있지만, 부정적인 측면의 연구는 부족하다. 본 연구에서는 기존 연구의 한계점을 보완하고 실증연구를 위해 Stimulus-Organism-Response (S-O-R) 모형을 적용하여 연구를 진행하였다. 자극 변수인 공연예술서비스 실패가 유기체인 부정적 감정을 매개로 불평행동반응에 미치는 영향을 검증하였다. 분석 결과, 공연예술서비스 실패 요인 중 공연작품과 인적 서비스가 부정적 감정에 유의한 영향을 미치는 것으로 나타났다. 또한 부정적 감정을 매개로 공적 불평행동과 사적 불평행동에 미치는 영향을 확인하였다. 마지막으로, 본 연구는 공연예술의 서비스 실패 요인을 변수화하여 소비자를 분석하였다는데 학문적 의의가 있을 것이다.

• 한국의류학회지
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• 제21권1호
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• pp.182-193
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• 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.

• 한국정보시스템학회지:정보시스템연구
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• 제27권4호
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• pp.167-187
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• 2018

Purpose The purpose of this study is to confirm the factors for explaining the consumer behavior when occur patent litigation and technology infringement of each conditions which are brand reputation gap, technology importance and technology leakage attribution based on the Attribution Theory. Design/methodology/approach This study made a design of the research model by 2x2x2 factorial design deducted and performed 3-way ANOVA then analyzed 2-way AVOVA with brand reputation gap as center from technology importance and technology leakage attribution on the basis of the Attribution Theory. Findings According to the empirical analysis result, this study confirmed that consumer attitude has no difference regardless of technology leakage attribution when top-dog vs. under-dog situation and top-dog vs. top-dog situation. Also, this study confirmed that when under-dog infringe important technology, consumer show more positive attitude than the other. On the other hand, top-dog infringe important technology, consumer show more negative attitude than the other.

• 한국지역사회생활과학회지
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• 제21권4호
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• pp.605-618
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• 2010

This study was to investigate the effects of children's temperament, parenting behavior, and parenting stress on preschool children's prosocial behavior. The subjects were 190 children consisting of five and six years old and their mothers and fathers. They were selected from 6 kindergartens. Data was collected using the children's prosocial behavior index, the children's temperament index, the parenting behavior questionnaire, and the parenting stress questionnaire. The results were statistically analyzed using t-test, correlation analysis and multiple regression analysis. The study showed that there were some significant differences in children's prosocial behavior according to the children's gender, but there were no significant differences according to the children's age. Correlation analysis indicated that the children's prosocial behavior and children's temperament had significant correlation, especially the children's adaptability and activity indicated high positive correlations. In addition, the children's prosocial behavior and mother's warmth acceptance behavior had significant high positive correlation, and father's rejection restriction behavior had significant high negative correlation. Also, correlation analysis indicated that the children's prosocial behavior and the mother's and father's stress of parent-child dysfunctional interaction and educational distress had significant negative correlations. It was also found that children's gender, mother's permissiveness non- intervention behavior, mother's educational distress, mother's stress of parent-child dysfunctional interaction, and father's stress of parent-child dysfunctional interaction were all significant predictors of the preschool children's prosocial behavior.