• 대한가정학회지
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• 제46권9호
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• pp.7-19
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• 2008

This research aims to analyze rational decision behavior in different stages of purchasing for consumers buying household appliance goods and deals with differences in socio-demographic features and relevant variables among completely rational, intermediatedly rational, and irrational groups as well as variables differentiating those groups. First, one third of purchasers for Kimchi refrigerators was the rational consumer while a half of purchasers for side-by-side refrigerators and washing machines was. Second, there was no significant differences in satisfactions levels after purchase between rational and irrational groups among purchasers of side-by-side refrigerators but between completely and intermediately rational groups in the case of Kimchi refrigerators. Rational groups of consumers for Tromm washing machines rely on various places for purchase and also show the high level of intention for repurchase. Third, in studies of variables differentiating rationality in purchase behavioral patterns of consumers, rational choices turn out to prevail (1) among purchasers of married, college graduated, employers, and high income in the case of side-by-side refrigerators, (2) among buyers of male, old-aged, college graduated, non-employers, low, income, and hurrying to purchase in the case of Kimchi refrigerators, and (3) among buyers of old-aged, high income, not hurrying to purchase, and visiting numerous stores in the case of Tromm washing machines.

• 산경연구논집
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• 제10권4호
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• pp.43-56
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• 2019

Purpose - The purpose of this study is to classify the quality factors of chicken restaurant customers with the service quality based on the SERVQUAL, the quality factors based on the selection attributes and service qualities of chicken restaurants used in the previous studies. Research design, data, and methodology - This survey was carried out on the students of Kangwon University in Samchuk City, Kangwon Province from November 20 - November 30, 2017, and a total of 260 questionnaires were distributed, with 222 collected. Of them, effective questionnaires applied in the final study were a total of 193 except 29 that couldn't be used. Results - The findings of this study are as follows: Firstly, chicken restaurants' quality factors were divided into seven categories like cleanliness, service encounter quality, product quality, aesthetics, overall interior, purchase quality, and convenience. Secondly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on trust, respectively. Fourthly, it showed that customer satisfaction had a positive impact on behavioral intention. Additionally, it suggested that customer satisfaction of chicken restaurant consumers had a positive impact on behavioral intention and thereby, higher customer satisfaction leads to higher levels of reuse and recommendation intention. Lastly, after checking the effect relations of trust between customer satisfaction about chicken restaurant and behavioral intention, it was analyzed that customer satisfaction has a positive impact on trust and trust has a positive impact on behavioral intention. On the other hand, it showed that trust have a partially mediating effect in the relations between customer satisfaction and behavioral intention. But, it showed that product quality, aesthetics, overall interior, purchase quality, and convenience did not have a positive impact on customer satisfaction. Conclusions - Chicken restaurant consumers put more priority on friendly and good services of chicken restaurant staff in service encounter and delivery order, rather than on reasonable price and discount systems. Thereby, chicken restaurant marketers need to take factors like service encounter quality, cleanliness into more consideration.

• The Journal of Asian Finance, Economics and Business
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• 제5권2호
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• pp.105-118
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• 2018

Generic medicine (GM), which is an alternative drug product for branded medicine (BM), is used less in Japan than in other OECD countries. Therefore, we investigate why the medical consumers of Japan avoid the use of GMs even though the efficacy and safety of the medicines have already been proven. We theorize that effectiveness or risk of GMs are related to the consumer attitude toward GMs is affected by the behavioral approach/activation system (BAS) which promotes actions to reach the desired state, and the behavioral inhibition system (BIS) which suppresses behaviors to avoid negative outcomes. To see which of the BAS and BIS dimensions are related to GM usage, we surveyed 374 Japanese consumers and found that Quality, Efficacy, Safety, & Cost-effectiveness with the BAS, and Functional Risk, Financial Risk, Social Risk, Physical Risk, Psychological Risk, & Time Risk with the BIS had a significant effect on consumer attitude to GMs. These results are important in that they 1), confirm the role of BAS/BIS in attitudes to GMs, 2), provide guidelines when marketing GMs, 3), help governments promote the use of GMs as a cost-saving measure, and 4), guide future surveys regarding consumer attitudes to GMs.

• 융합경영연구
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• 제9권3호
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• pp.1-9
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• 2021

Purpose: This study investigates causal relationships among brand experience, perceived value and brand support behavior in both Chinese and Korean consumers, and also examines the moderating effects of interaction with customers in the relationships between brand experience and perceived value. Research design, data and methodology: Three research were presented and examined empirically in this study. First research question is about relationships among brand experience, perceived value and brand support behavior. Second is about the moderating role of interaction with customers and third is about the differences in the causal relationships between China consumers and Korean consumers. A total of 377 samples who had visited theme parks in China and Korea were surveyed. Results: Sensory experience, emotional experience, and cognitive experience have significant causal relationships with perceived value in Both Chinese and Korean consumers. Perceived value has a positive effect on brand support behavior and interaction with customer has a moderating effect between brand experience variables and perceived value in Both Chinese and Korean consumers. Second, the causal relationship between behavioral experience and perceived value is not significant in Both Chinese and Korean consumers. Third, there were significant differences in the effects of emotional experience and cognitive experience on perceived value between Chinese consumers and Korean consumers. Conclusions: Managers of theme park industry should design experience programs considering various brand experience variables for both Chines consumers and Korean consumers. Second, it is necessary to raise the level of customer interaction between employees and customers.

• 농업과학연구
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• 제44권2호
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• pp.296-307
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• 2017

Globally, consumers' enormous and increasing appetite for meat is one of the biggest causes of climate change because livestock industry emits more greenhouse gas than transportation. The purpose of this study is to analyze consumer awareness about the impact of meat consumption on sustainability in response to climate change. Based on the theory of planned behavior, the attitudes, subjective norms, perceived behavioral control, prior knowledge, and risk perception variables were analyzed to evaluate the impact of climate change awareness over consumer behavior on meat consumption. Major findings are as follows: consumers were aware of climate change but has made few changes to their meat consumption. In addition, changes in meat consumption were found to be caused by health safety concerns, such as disease outbreaks. Significant variables related to meat consumption patterns associated to climate change impacts were household income, age, attitude, subjective norm, perceived behavioral control, and prior knowledge. These results suggest some implications for policy. There is a need for public relations and education to make the public aware of and better understanding of link between climate change and diet. Also, government should make efforts to raise awareness of mitigation of climate change such as comprehensive food labels which are identifying lesser impacts on climate and better dietary guideline instructions which would include coping with climate change.

• 경영과학
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• 제32권3호
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• pp.55-70
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• 2015

The main objective of this study is to investigate the moderating roles of the competitor's pricing strategy and the degree of consumer's risk-aversion on perceived risk and perceived benefit in responding to price increases and package downsizing. Based on Prospect Theory, several prior researches find that consumers perceive increased price as more loss than package downsizing and perceive package downsizing as more benefit than increased price. We extend these behavioral economics approach using the reference effect of competitor's pricing strategy. We focus on consumer heterogeneity on risk-aversion, measure the degree of consumer's risk-aversion, and divide the consumers into two groups of high levels of risk-aversion vs. low levels of risk-aversion. We find that the firm's pricing strategies of both price increases and package downsizing do not significantly influence the perceived benefit for relatively low risk-aversion consumers. We find that when the firm reduce the package size, relatively high risk-aversion consumers perceived more benefit and had higher purchase intention compared to price increases. We also find that the competitor's pricing strategies do not significantly influence the consumer's response for relatively low risk-aversion consumers. For relatively high risk-aversion consumers, they perceived more loss when the firm has different pricing strategy from the competitor's.

• Human Ecology Research
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• 제51권5호
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• pp.483-495
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• 2013

This study aimed to identify the dimensions of benefits and costs that consumers perceive in utilizing locationbased applications (LBAs) on smartphones, and to distinguish consumer groups according to their perceptions of those benefits and costs. A web-based consumer survey was conducted-among consumers who had experience using LBAs. Four hundred participants were 20's to 40's, with 200 women and 200 men. Descriptive statistics, frequency analysis, t -tests, one-way analysis of variance, and cluster analysis were used for data analysis. The findings of this study are as follows: first, LBAs accounted for about 20% of the smartphone apps used by consumers. Second, factor analysis identified the underlying dimensions of the benefits and costs of smartphone LBAs. The underlying dimensions of benefits perceived by consumers were information/economic/convenience, entertainment and personalization. Privacy concerns, lack of trust and lack of behavioral control were the underlying dimensions of the perceived costs of LBAs. Third, ANOVA showed that the perceived benefits and costs of smartphone LBA services differed according to the characteristics of the consumer. Cluster analysis identified three distinctive consumer groups according to the levels of perceive costs and benefits of smartphone LBAs. The three groups were labeled the 'benefit-cost balanced group,' 'cost centered group,' and 'benefit centered group.'

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.997-1007
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• 2021

The last decade has seen the emergence of the idea of "sharing economy" as people are more aware of environmental issues. Although clothing businesses applying the model of sharing consumption have emerged recently, less research effort has been invested in this topic, especially in investigating young consumers' intention. The purpose of this study is to investigate factors driving Generation Z consumers' behavioral intention toward online fashion rental. In this research, a conceptual framework is proposed based on the Theory of Planned Behavior and Technology Acceptance Model. To test the research model and hypotheses, a survey of 375 students and pupils was conducted in Vietnam. All the scales' reliability and validity were assessed through Cronbach's Alpha and confirmatory factor analysis. Structural equation modeling was used to assess the relationship among constructs. The study results showed that attitude toward behavior, subjective norm and perceived behavioral control were positive contributors to Gen Z's intention to use online fashion rental. Besides, the positive relationships between attitude and two other factors - perceived usefulness and perceived ease of use - were also highlighted. Moreover, the findings provided empirical evidence for supporting the positive impact of interpersonal influence, e-WOM, and influencer e-marketing on subjective norm.

• 아태비즈니스연구
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• 제14권4호
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• 대한지역사회영양학회지
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• 제14권3호
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• pp.286-294
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• 2009

This study investigated the correlations of five constructs - health concerns, healthy eating practices and attitudes, food choice motives, attitudes toward organic foods - in the formation of behavioral to the purchasing intentions of organic foods. An instrument encompassing health perception, attitudes, habits and personal traits was developed through the comprehensive reviews of the literature and the assured validity and internal reliability of the contents. The questionnaire was administered to the students of three universities at Daegu, Kyungpook province. A total of 288 questionnaires were collected for a response rate of 96.0%. The correlations of five constructs and purchasing intention were tested simultaneously using structural equation modeling. Healthy eating practices and attitudes toward organic foods were found to be the determinants which directly influence the intention to purchase organic foods. Health concerns didn't show direct relation to the purchasing intention of organic foods. The hypothesized path from the health concerns to the purchasing intentions was not supported. The results indicated that food choice motives and healthy eating attitudes should be managed to achieve higher behavioral intention to purchase organic foods.