• Human Ecology Research
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• 제54권1호
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• pp.27-43
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• 2016

This study initiates from the question of whether current advertising regulations are appropriate to be applied to the market. It confirms the relationship between misleading online advertisements of weight-loss food and consumer damages. This study argues that it is necessary to enforce monitoring and regulating (strengthening monitoring) for situations where misleading advertisements are exposed in the market with subsequent consumer damages. However, deregulation is needed for advertisements exposed in the name of misleading advertisements but with no consumer damages. In conclusion, the regulations of current weight loss foods are properly established $vis-{\grave{a}}-vis$ the market situation. However, misleading advertisements are prevalent for all regulated types: Type I (product quality and effect), Type II (endorsement and warranty), Type III (ways to use and safety), Type IV (comparison and superiority), and Type V (company information). Promotion targeting businesses, market monitoring and control are necessary to ensure that advertising regulations (which have existed only as an institution) can be appropriately applied. It is also confirmed that 'comparison advertising' (applicable to Type IV where consumer damages were not shown compared to other regulations) does not have an actual effect as a consumer protection regulation that should be considered in regulation revisions. Consumers also did not recognize Type III and V in the purchasing stage while consumer damages were demonstrated; consequently, this implies that consumers need to check and become attentive to these types.

• International Journal of Internet, Broadcasting and Communication
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• 제16권1호
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• 가정과삶의질연구
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• 제22권6호
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• pp.75-87
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• 2004

The purpose of this study is to analyze some related factors affecting consumer values and compulsive buying and to investigate the relationship between consumer value types and compulsive buying behavior. Data were collected from 481 college students at Seoul and Ulsan in Korea and at Nagasaki in Japan. The results indicated that consumer value types were differentiated by the age and the region(Ulsan, Seoul, and Nagasaki) and compulsive buying was differentiated by the region. Among the 8 sub-dimensions of consumer values, the college students in Ulsan showed a relatively high level of humanism familism and authoritarianism while those in Seoul showed a relatively high level of materialism and futurism The college students in Nagasaki showed a relatively high level of hedonism For the compulsive buying behavior, the college students in Seoul have the highest level, Nagasaki the middle level, and Ulsan the lowest level of compulsive buying. And four types of consumer values are identified: 'Satisfied-in-Present'; 'Pursuing-Power- Oriented-Value'; 'Pursuing-Current-Satisfaction', and 'Pursing-Future'. It was found that college student in Seoul, Usa and Nagasaki were classified into different types. The college students in Seoul were classified to , Usu in , and Nagasaki to . For the relationship between four types of consumer values and compulsive buying, showed the highest level, and the middle level, and the lowest level of compulsive buying.

• 한국의류산업학회지
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• 제4권6호
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• pp.517-523
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• 2002

This study examines whether there are differences in consumer's evaluation price zone on the clothing clue (the type of clothing, brand, time of fashion, place of origin, material. submaterial, place for sale) according to consumer purchasing behavior. Therefore the ultimate goal is to offer help in fixing price when establishing marketing of the clothing industry by grasping the actual price set by consumers under the IMP system. The female consumers of 20s and 30s were chosen as study subjects for their sensitivity to the purchase of clothing. The tests carried out in this research are: SPSSIPC+ is used for frequency Analysis. The Results of this study are showed as the following: It was analyzed that 4 types of consumer are the reasonable consumption oriented consumer, fashion oriented consumer, the no care of fashion consumer and high price oriented consumer Among the several kinds such as the type of clothing, brand, time of fashion, place of origin, material, submaterial, place for sale, only on the type of clothing, there are difference in the type of the consumers, on the time of buying clothes, in the behavior of buying clothes and also on the degree of fashion and the place of origin among such kinds.

• 복식문화연구
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• 제18권3호
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• pp.408-422
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• 2010

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

• 한국의류산업학회지
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• 제21권6호
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

• 한국전자거래학회:학술대회논문집
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• 한국전자거래학회 2003년도 종합학술대회 논문집
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• pp.184-189
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• 2003

Usually offline sales depend on the promotion strategy to the consumer-type. But e-commerce has some difficulties in analysing the consumer-type. And providing products and services with differential approaches to the type. Therefore, this study is a kind of explore information to the consumer character-type.

• 한국의류학회지
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• 제29권8호
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• pp.1125-1135
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• 2005

The purpose of this study were to clarify differences in information processing type in relation to the consumer knowledge and involvement of apparel and to clarify differences in demographic characteristics in relation to the information processing type of consumer. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and Quota sampling using age and residential areas was employed. Major statistical methods were Chi square test and discriminant analysis. The results were as follows: 1. Consumer knowledge was found to be significantly related to the classification of information processing type. Low knowledge group tended to process infarmation rationally but high knowledge group utilized both rational and experiential process. 2. Consumer involvement was found to be significantly related to the classification of information processing type. Low involvement group tended to process information passively. High involvement group utilized both rational and experiential process 3. Information processing type was related to consumer's demographic characteristics such as age, education level, marriage, and purchase expense of apparel

• 한국생활과학회지
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• 제22권2호
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• pp.267-282
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• 2013

This study analyzed the effect of consumer value and unethicality on the type of consumer complaint behaviors. Despite the obvious importance of the research on consumer complaint behaviors focused on consumer's inherent personality, there is relatively little work done. The purpose of this study is to analyze the determinants of consumer complaint behaviors in order to improve consumers' well-being and develop the market condition. The 1,050 respondents are finally analyzed using the descriptive statistics, factor analysis, and multinominal logit model. Consumer value and unethicality are significant effect on the type of consumer complaint behaviors such as no action, private action only, public action only, and both private and action. The orientation of achievement and pleasure among consumers' value is associated with the higher level of complaint behaviors compared with no action. In terms of consumers' unethicality, no harm unethicality is associated with the types of each consumer complaint behavior except no action. On the other hand, both proactive and passive unethicality increase the possibility of no action. The policy implications of the consumer education are suggested as well as the directions of customer management strategies in the business sector.

• 가정과삶의질연구
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• 제27권1호
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• pp.209-219
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• 2009

This study identifies the key determinants and technology innovation adoption type of participation in multimedia UCC services. This research examines how the major factors of perceived usability, self-expression, fun & entertainment, arousal, information sharing, other's positive reputation and interface easiness contribute to participation in multimedia UCC services. A sample survey of internet users was conducted, responses were collected from 629 respondents and consumer streaming data were analyzed. Some of the practical implications of the results are follows. This research have categorized that the types of technology adoption for the participation of UCC were innovator consumer, early adaptor consumer, early majority consumer, and late majority consumer. The results of multiple regression analysis indicated that perceived usability, interface easiness, fun & entertainment, self-expression, arousal, other's positive reputation and type of technology adoption posited a significant effect in multimedia UCC Services.