• 한국생활과학회지
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• 제13권6호
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• pp.891-901
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• 2004

This study is to investigate the degree of consumers' non-ethical perceptions and behaviors, and to explore related variables such as demographic variables, idealism and relativism. The data used in this study were obtained by surveying 237 college students from 10th through 24th of October, 2002 in Kimhae city. We conducted a statistical analysis of the data, using percentiles, frequencies, means, t-test, ANOVA, and Multiple Regression. Consumers' non-ethical perceptions and behaviors were measured by modifying Consumer Ethics Scale(CES, Muncy & Vitell, 1992). The CES scale comprises 4 sub-factors: actively benefiting from illegal activity(CES1), passively benefiting(CES2), actively benefiting from questionable action(CES3), no harm/no foul(CES4). Average scores of consumers' non-ethical perceptions and behaviors marked below a mid-value, which means that most of the students are basically ethical. The related variable of consumers' non-ethical perceptions was idealism. The related variables of consumers' non-ethical behaviors were idealism and the amount of discretionary money. The results show that most of the participants are basically ethical as a consumer. However, the results related with the CES4 sub-factor which includes consumer attitudes toward copyrights of consumer softwares and music CDs tell us that they are relatively non-ethical. This claims an importance of consumer education to college students in regards to intellectual property.

• Human Ecology Research
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• 제58권1호
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• pp.31-41
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• 2020

This study examined human rights perception, cultural diversity perception, level of character perception, and influencing factors for university students in order to prepare basic data on integrated education methods of character, human rights and cultural diversity and education program models. The research questions are as follows. 1. What are university students' perceptions of character, cultural diversity and human rights? 2. What is the status of the experience of family life education on character, cultural diversity, and human rights, and is it related to the level of perception? 3. What variables affect character perception, cultural diversity perception, and human rights perception? The survey targeted 407 students at two universities in Seoul and used IBM PASW Statistics as a tool to analyze data. The study results are as follows. First, university students' character, cultural diversity and human rights perception were above average; however, empirical education is still required because they had low scores in the area of action. Second, male university students have less experience in family life education on character, cultural diversity and human rights compared to female university students. Third, it is necessary to integrate education for character, cultural diversity and human rights because the most influential factors in character perception, cultural diversity perception and human rights perception were character education. The role of family life education should be considered important because personality education in the home showed a relatively high correlation.

• 농촌지도와개발
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• 제10권1호
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• pp.87-101
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• 2003

Recently, rice producers and related institutions have started to brand rice to increase sale. Despite such trend and the significance of rice branding to many parties including policy makers, no previous research has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

• 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.

• 가정과삶의질연구
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• 제34권4호
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• pp.139-156
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• 2016

This study uses S-O-R framework to examine the relationships among consumers' perception of economic benefits, usefulness, privacy risks, switching cost, and emotions and continued intention usage. Results from an online survey of 324 qualified respondents were analyzed using the structural equation model. The results of the survey showed that first, perceived economic benefits and perceived usefulness has a positively effect on consumers' positive emotions. Second, perceived privacy risks have a negative effect on consumers' positive emotions. Third, perceived usefulness has a negative effect on consumers' negative emotions. Fourth, perceived switching cost has a positive effect on consumers' negative emotions. Fifth, consumers' positive and negative emotions have an effect on continuous usage intention. Sixth, consumers' positive and negative emotions have a mediating effect. The S-O-R model can explain consumer's continued intention to use mobile payment services. The study analyzed the emotional elements of mobile payment services. Emotional elements through mobile payment services can be applied to other financial services. Therefore, this study can guide emotional related practices with various future consumer electronic services.

• 가정과삶의질연구
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• 제26권4호
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• pp.149-162
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• 2008

The purpose of this study is to provide a meaningful thought to professionals and administrators of Korea working for Consumer General Education development at their Universities. Also, tips for organizing and meaning Consumer General Education Curriculum effectively are provided. Finally, the study suggests essential elements to improve qualities of Consumer General Education in Korea Universities. This study's method are content analysis through web site and survey. The subjects of this survey were 257 students. The data were collected by qusetionaires developed by researcher and analyzed by frequencies, correlation Analysis, One Way Anova, Duncan Test, Factor Analysis, Multiple Regression Analysis. The major findings were as follows: University students's satisfaction level about General Education was low and the needs level about Consumer General Education was high. And the education service quality showed factors to be administrative service element, professor service element, classroom environment element, communication element. And Multiple Regression Analysis on each of the education service quality factors had been significant effects for find out the differences in the degree of satisfaction.

• Human Ecology Research
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• 제55권6호
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• pp.609-623
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• 2017

Fur apparel is a representative luxury item that displays wealth and social status; however, it is also recognized as an unethical product criticized for its animal maltreatment in the production process. Understanding consumer responses to an ambivalent object, such as fur apparel, is an important research topic both academically and practically. This study investigates the hierarchical effects of perceived benefits and risks of fur apparel on consumers' emotions and purchase intention by applying the ABC model of attitudes to identify the mediating effects of consumer emotions. An online survey was conducted on 390 female consumers that verified hypotheses through structural equation modeling and bootstrapping analysis using phantom variables. The initial results of the survey showed that the relationship between perceived conspicuous benefits and purchase intention towards fur apparel was partially mediated by positive emotion. Second, the relationship between perceived epistemic benefits and purchase intention was completely mediated by positive emotion. Third, the relationship between perceived ethical risk and purchase intention was completely mediated by positive and negative emotions. Fourth, perceived social risk did not affect the purchase intention of fur apparel significantly. The results support that cognitive beliefs about the subject have a significant positive effect on behavioral intentions through emotions as suggested in the ABC model of the attitude. This study provides an in-depth understanding of consumer responses to ambivalent objects by revealing the individual mediating effects of consumers' positive and negative emotions.

• 한국의류학회지
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• 제35권12호
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• pp.1440-1453
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• 2011

Proper consumer segmentation is receiving more attention from industry professionals as markets become more diverse and consumer-centered. Researchers have recognized the limitations of the traditional cluster analysis technique and this research study analyzes market segmentation using Mixture-model or latent-class segmentation. This study used a questionnaire to determine the characteristics of clothing shoppers using a new technique that proved its superiority over traditional techniques. Questions included items measuring fashion shopping behavior, store choice criteria, apparel consumption styles, price perception by product type, and demographic characteristics. Data were collected from 1074 males and females in their 20s and 30s through an online survey. SPSS 16.0 and Latent GOLD 4.0 were used to analyze the data. The ideal typology of clothing shoppers using the Mixture-model were: 'brand loyalty orientated group', 'group of conservative late 30s', 'group of pleasure-emotion early 20s', 'value oriented consumer product with high-income group', 'group of eco/symbol oriented consumer', and 'group of utility/goal oriented male consumer'. This study showed differences in fashion product purchasing behavior by conducting market segmentation for clothing shoppers using the Mixture-model.

• 복식문화연구
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• 제27권2호
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• pp.154-168
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• 2019

The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

• 한국의류학회지
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• 제43권2호
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• pp.167-183
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• 2019

This study examines the dimensions of brand experience and brand commitment within mass cosmetic brand stores that target female high school students and analyzes the effect of multi-dimension brand experience and brand commitment on brand loyalty. A model linking brand experience to brand commitment and loyalty was tested, using structural equation modeling analysis. A total of 175 female high school students completed the online questionnaire. The current study extended the understandings of the construct of brand commitment by adopting a broadened five-component consumer commitment. The results confirmed that developing brand experience in domestic mass cosmetics brand stores influences consumer loyalty through various types of brand commitment. This study can be beneficial for brand managers by providing guidelines on how to establish consumer loyalty affected by brand experience through brand commitment. Especially, brand managers should consider the negative impacts of forced commitment on consumer loyalty despite brand experience within the stores not influencing teenage consumers' forced commitment toward mass cosmetic brands. The importance of habitual commitment in the relationship between brand experience and loyalty was also revealed. The results can provide a realistic blueprint for consumer brand experience and commitment strategy.