• 유통과학연구
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• 제18권3호
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• pp.87-97
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• 2020

Purpose: The aim of this study is to understand the internal and external responses that consumers experience when they are exposed to an innovative system in retail stores. This study considered the SST(Self-Service Technology) system in a retail setting as a type of functional environmental stimuli and selected a smart shopping cart as an example of SST system. The influences of functional environmental stimuli on consumers' emotional, cognitive, and behavioral responses were examined by applying S-O-R model. In addition, this study attempted to extend the traditional S-O-R model by (a) incorporating personal characteristics variables such as time pressure and perceived crowding and (b) considering not only emotional but also cognitive aspects of consumers' internal responses. Research Design, Data, and Methodology: This study used a video-scenario technique. Participants watched a video about grocery shopping situations using a smart shopping cart and responded to their emotional, cognitive, and behavioral responses. An online survey was conducted using Amazon's Mechanical Turk (N = 185). All participants were US consumers over 20 years old and had been shopping at the grocery store in the last month. Data were analyzed through structural equations modeling with AMOS 20. Results: Test results showed that consumers who perceived higher levels of time pressure and perceived crowding in usual shopping situations were more likely to evaluate the SST system favorably. The results showed that personal characteristics have a significant impact on consumers' evaluation of functional environmental stimuli in retail setting. As consumers evaluated the SST system favorably, they experienced more positive affect and less negative affect during their shopping behaviors. Positive affect led to good service quality inference, which further increased patronize intention. However, negative affect did not show a significant impact on service quality inference, but only on patronize intention. Conclusions: This study attempted to investigate the influence of SST system by extending the traditional S-O-R model. This study classified the SST system as functional environmental stimulus of retail stores and analyzed the effect of stimulus on consumers' internal and external responses. The results of this study showed that the introduction of innovative SST can serve as an effective store differentiation strategy in an increasingly competitive retail environment.

• Asia Marketing Journal
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• 제14권4호
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.

• 한국의류학회지
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• 제23권4호
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• pp.541-550
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• 1999

The purpose of this study is to find out the factors that explain the sense of touch and preference of man-made leather. Date base of descriptors for man-made leather was collected by interviewing 50 consumers, 33 different kinds of commercial man-made leathers(synthetic leather and artificial leather) were assessed subjectively by 605 consumers using the 9-point scale of 34 pairs of bipolar descriptors based on the data base. Subjective ratings were analyzed by principal axis factoring with varimax rota-tion. The sense of touch of man-made leather is explained by five factors ; surface property stretchiness thickness& weight thermal property(warmth & coolness) and moisture property (sticky & clingy). The difference in the sense of touch of man-made leathers is mainly attributable to surface property and stretchiness. And the preference of man-made leathers is mainly attributable to surface property and stretchiness. And the preference of man-made leather is explained by three factors ; surface property stretchiness and quality. Higher preference is found in man-mad leather of better quality touch and softness.

• 대한가정학회지
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• 제43권4호
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• pp.141-159
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• 2005

The purpose of this study is to examine the effects of warning labels of consumption goods on consumer behavior and the consumers' evaluation in order to suggest a policy of warning labels and the Product Liability Law. The following items which are somewhat risky but are used in everyday the were selected: cup noodles, one-touch can foods, washing machine, microwave range, dry cell, hydro-oxygen detergent, baby-walker, and block-toys. Data were collected from 345 respondents by internet survey with the following results. (1) The average score of the effects of warning labels on consumer behavior was so low that warning labels are not considered effective, especially in block-toys, dry cell, and baby-walker. (2) Consumers' evaluation scores on the character size, design and sticking place of warning labels were very low. Therefore an effort to make warning labels more effective is needed.

• 한국농촌생활과학회지
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• 제5권2호
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• pp.145-157
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• 1994

This article explores : 1) the communication practices with the sellers and 2) the satisfaction with buying behavior of the 217 university students. As a result, there were the tendency of open expression about themselves and the possitive evaluation of their consumer ability related to the communication in the consumer situation. The differences between males and females were found in the aggressiveness, the non-assertiveness, and the responsibility between consumers and sellers. The satisfaction with buying behavior was significantly explained by the concertainty of the control, emotional aggressiveness, self-evaluation, and belief and the responsibility between consumers and sellers.

• 복식
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• 제50권6호
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• pp.33-46
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• 2000

The purpose of this study was to investigate the consumers'evaluation for image and price of Saenghwal Hanbok. Data were collected by Questionnaire from 400 men and women living in Seoul area between August and September of 1998, and 374 questionnaires were analyzed by frequency, percentage, mean, standard deviation, t-test and factor analysis. As a result, consumers perceived Saenghwal Hanbok as 'comfortable' and 'individualistic' compared with western dress. Git(collar) and Gorum (ribbons) or Maedup(braided buttons) of Jeokori(jacket) were selected as having traditional image the most. 245 people(65%) answered that the general impression of Saenghwal Hanbok wearers was favorable. Saenghwal hanbok was thought to be appropriate when priced between 30,000 and 200,000 won per suit. And the intention to continue wearing Saenghwal Hanbok in the future was very positive.

• 한국의류학회지
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• 제18권4호
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• pp.452-459
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• 1994

Fabric hand was assessed for 14 women's spring-fall dress fabrics based on the subjective hand evaluation scale developed in the part 1 of this study. The effects of fabric type, seam and dress style on the subjective hand evaluation of 470 Korean consumers (205 textile experts and 265 non-experts) were investigated. Mechanical properties obtained from KES-FB system were compared with the each dimension of subjective hand expression. The type of fiber and construction were considered to be important factors in affecting hand assessment of Korean consumers, however, the presence and type of seam were not considered to be important. There were certain characteristics of subjective hand attributes for each dress style. Surface properties of fabrics, even though it is not strictly mechanical properties, appeared to be the most effective dimension in the developement of new products which appeal to Korean conssumers.

• 동아시아식생활학회지
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• 제19권3호
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• pp.311-315
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• 2009

The purpose of this research was to discern how consumers experience the images of sensibility vocabularies for atmosphere of family restaurants and to suggest the applications for restaurant managers and marketers by presenting words that appeal to consumers' needs and emotions. More reliable results were obtained by researching the sensibility vocabularies using free association and stimulus methods. Extracting 8 sensibility words among 28 vocabularies, we constructed the relation of evaluation concepts by using a structural equation model. Overall, the structural equation model, which is a method to select reliable sensibility vocabularies can increase the sensitivity of the model.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.40-51
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• 2021

There is a growing interest in ethical consumption, and consumers are demanding high levels of CSR for their companies. Transparent provision of corporate information among various areas of CSR is also an important topic in the recent consumption situation. In the global fashion industry, it is also a type of radical corporate transparency and ethical management, led by several advanced startups such as Everlane. As a result, the production process is being disclosed. This study empirically analyzes the influence of this fashion product process transparency on the consumer evaluation of the company. According to a survey of 200 Korean respondents, the transparency of the presented fashion firms had a positive effect on corporate trust and purchase intention. It was confirmed that it has. On the other hand, consumer involvement, which has been discussed as an important personal attribute in the associated consumption environment, has no significant moderating effect. In other words, consumers' subjective corporate ethics involvement did not have a significant influence on their corporate transparency evaluation.

• Asia Marketing Journal
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• 제21권1호
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• pp.89-112
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• 2019

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). While a consumer with a high level of group identification changes her locus of self-regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.