• 한국식품위생안전성학회지
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• 제28권3호
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• pp.207-212
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• 2013

Recent changes in the global climate environment have resulted in a wide variety of climate-related disasters, including floods, tidal waves, forest fires, droughts, etc. In addition, global warming raises the risk of food poisoning, which may increase the spread of infectious diseases and alter their structure. Under these circumstances, it is necessary to provide accurate and persuasive information to consumers so that they can be fully informed of climate change and alter their behavior accordingly. Therefore, the intention of this study was to develop posters and contents for image production related to climate change and food safety. The posters are focused on consumers with headings such as "Climate Change Threatening Food Safety", "Earth getting warmer, your dining table is at risk", "Warning signs ahead for the globe", and more. Five poster drafts were selected initially, and a survey was carried out amongst 1,087 people regarding their preferences, with the most preferred design chosen. The images related to climate change and food safety defined climate change, how it relates to food safety, the risks it poses to the food industry, and lastly, how the public can respond in the future. Therefore, to further communicate the importance of food safety to consumers, the development, education, and promotion of these contents should be performed to provide safety information to consumers in the future.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2008년도 추계학술대회 및 정기총회
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• pp.179-190
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• 2008

Consumers earn a number of points for every purchase and then they can exchange a specified number of points for a desired reward in a typical loyalty program. The immediate payoff of their effort given as points is not the real reward they actually care about. It is merely an instrument (or medium) which has no value in itself. In a real world, consumers frequently choose the option with a bigger medium even though the economic value of the option is not changed by the medium. We call it 'medium effect'. In this study we explored if the size of medium affects on consumers' preferences. For this we controlled the reward options with three types of medium (small, medium, big) and measured the magnitude of preference difference among the three types of reward options. In addition, we manipulated comparability of reward options with wine and gas discount coupon. We confirmed that choosing one of two wines was easier than that of the two gas coupons. 164 respondents were allocated into three experimental groups and one control group. In three experimental groups, the ratios of the focused reward option's medium to the compared reward option's medium were different. For example, the focused reward option has 10 million points whereas the compared reward option has 10 million points for 1 million won purchase amount in the first group. Then each respondent was asked to choose one of two loyalty programs (focused program vs. compared program) in two different conditions (comparability between reward options: easiness vs. difficulty). To compare the medium effects among the experiment conditions we used chi-squares tests. The empirical results show the medium effect increases and then decreases as the ratio of reward mileages/points to purchase amount increases. Additionally, they let us know that comparability of alternatives affects on the medium effects depending on the ratio of reward mileages/points to purchase amount.

• 한국경영과학회지
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• 제42권2호
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• pp.1-17
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• 2017

Based on increased popularity and use of social network services as a marketing tool, social commerce became an emerging trend in e-commerce platforms. Social commerce involves sellers offering potential consumers the products and services at a lower price in a limited time period. Through comparison of the performances of domestic social commerce websites, we found that the buying environment such as price, number of available products, and the remaining time period for sale has a significant difference influencing on the purchase decisions of consumers. This study aims to analyze the interaction effects and preference levels of four characteristics (price, discount rate, number of purchases and purchase time) by conducting choice-based conjoint analysis. Survey experiment was performed using a sample of 146 undergraduate and graduate students. The results showed that consumers importantly consider purchase time, discount rate, price, number of purchases in the order of their preference. Also, discount effect is more significant on purchase decisions than price effect and consumers distinguish less the differences among the buying environment characteristics in the closing days of purchase period. Customer segmentation using the preference levels of characteristics indicates that the preference levels have different effects in the purchase utility of each segment. The proposed customer segmentation and differences in feature utilities are expected to be valuable in forming future sales promotion strategies in social commerce.

• 한국식품조리과학회지
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• 제24권6호
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• pp.788-800
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• 2008

This study was executed in order to analyze the purchasing practices, preferences, and satisfaction of consumers purchasing ready-to-eat foods. The study was executed from the $20\;May{\sim}30\;June$ 2007 in the Daegu and Gyeongsangbuk-do area. Questionnaires were distributed among 480 people. Of these, 410 questionnaires were collected and applied to a statistical analysis. Statistical analyses were conducted using the SPSS package program (version 14.0 for windows). The results of the statistical analyses were as follows. 42.4% males and 57.6% females participated in this study. The biggest motivation behind the purchase of ready-to-eat foods was convenience, 51.0%. The most common venues where these foods were purchased were supermarkets or discount marts, 67.6%. The ratio of substituting ready-to-eat foods for meals was 70.5%. The consumption practices of ready-to-eat foods of the consumers according to purchase place illustrated significant differences in the average expense per person each time (p<0.01), co-consumer (p<0.001), and age (p<0.05). The purchase preference was high with kimbaps (73.4%), hamburgers (29.8%), sushis (29.0%), and sandwiches (27.9%). Unmarried individuals showed a significantly higher overall liking and satisfaction for ready-to-eat foods than married individuals (p<0.001). Individuals living without a family was significantly higher overall liking and satisfaction than individuals living with a family (p<0.05). Individuals who spent an average of 10,000 won per time showed a significantly higher overall liking and satisfaction than those who spent below 10,000 won per time (p<0.05). In the presence of a friend as a co-consumer of ready-to-eat foods, satisfaction was significantly high (p<0.01). Consumers who purchased ready-to-eat foods at meal times, showed a significantly higher overall liking, compared to those who purchased such food products in between meal times (p<0.01). The preference and satisfaction degree of the consumer must be reflected by product development, quality improvement and marketing plan establishment.

• 농촌지도와개발
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• 제23권1호
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• pp.15-25
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• 2016

In this study, we examined the awareness of consumers purchasing Punica granatum by conducting a survey on consumption of Punica granatum for the consumer panel of the Rural Development Administration (RDA) and derived the purchasing characteristics from the actual purchase date analyzed in a Linear regression model and Tobit model. Most consumers had been purchasing Punica granatum for health and beauty, and the proportion of that consumers were willing to repurchase Punica granatum was 93.1%. The result of examining the biggest considerations in 5 point scale when choosing a Punica granatum was in the order of freshness (4.37)> price (4.15)> safety (4.13)> size(3.86)> brand (3.27)> discount event (2.76). When we compared the results between a linear regression model and tobit model, the signs of all variables are consistent with each other. However, it was estimated that all absolute values of the coefficient values in the results of the tobit model analysis were larger than the values in the linear regression model, except for the "favorite purchasing place" of a weekday traditional markets. Punica granatum is known as a good fruit for postmenopausal women and it seems that the higher age is, the more purchase there will be. The more income a housewife had, the greater purchase there was. In the case of the purchase amount, a selecting for a eating pleasure was bigger than a selecting for a need of health. Therefore, it is necessary to develop Punica granatum with a taste in consumer preferences.

• 유통과학연구
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• 제14권10호
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• pp.137-146
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• 2016

Purpose - Korean agriculture is facing internal and external environmental changes and the need for secure stable outlets. Active participation and mutually beneficial cooperation between enterprises and agricultural is necessary for a win-win situation. This study investigates the case for distribution cooperation and a cooperative system. To respond to the diverse needs of consumers and market reclamation, there is a need to analyze and categorize distribution cooperation. Research design, data, and methodology - A literature study, relevant interviews with enterprises, and meetings with local government practices were conducted. A survey frame was derived through the participation of agricultural enterprises and distribution cooperation models were categorized identifying win-win cooperation and best practices. It was organized on the basis of six best practice examples of distribution cooperation between industry and agricultural sectors, divided into three types: opening distribution channels, exporting cooperation, and developing new products. Results - An innovation management system that can adapt to environmental changes and problems of agriculture is necessary. A company has to supply high-quality agricultural products reliably to meet the preferences of consumers by introducing products that promote domestic market differentiation. In addition, consumers are choosing a variety of products that may include not only high quality products but also local products and safe products. The main areas of cooperation are the direct provision of agrifood raw materials to consumers. Next, would be to help agricultural sectors distribute and pioneer international markets. The ideal step for distribution cooperation is the joint investment in new products by business and agriculture. Conclusions - Agriculture and win-win cooperation with enterprises is in an early stage of social contribution. To implement a distribution cooperation model between business and agricultural sectors, it is crucial to establish a structured support system including joint councils. Additional requirements include strengthening agricultural capacities, creating a legal basis for provision, and producing a win-win cooperation environment. The promotion of win-win cooperation and agricultural enterprises needs to exist in various forms in order to establish a different type of incentive system.

• 통상정보연구
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• 제14권2호
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• pp.173-199
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• 2012

1996년 유통시장 전면개방 이후 본격적인 상승세를 타기 시작한 해외의류브랜드 도입은 IMF관리체제가 들어서면서 일시적인 구조조정을 겪었지만 빠른 속도로 회복되면서 양적.질적 성장을 구가하고 있다. 해외의류브랜드를 선호하는 소비자층이 확대되면서 해외의류브랜드의 종류와 품질이 다양화되었고, 특히 고가의 해외명품브랜드는 경기상황과 관계없이 계속적인 호황을 누리고 있다. 해외의류브랜드는 상품의 특성, 소비자의 욕구, 기업의 마케팅 목표 등을 고려하여 유통경로를 선정하며 유통경로의 유형에 따라 각각 다른 마케팅결정이 이루어진다. 따라서 해외의류브랜드의 성공은 자신 회사의 유통경로가 다른 기업의 유통경로와 어떻게 차별화되어 경쟁우위를 차지할 수 있느냐에 달려있다. 해외의류브랜드를 선호하는 소비자입장에서 보면 유통경로에 따라 차별화된 상품이 공급될 것이고 그 중에서 소비자 개인의 특성에 적합한 상품을 구매하게 될 것이다. 이에 본 연구의 목적은 해외의류브랜드의 유통경로에 따라 상품경쟁력 요소들에 대한 소비자 만족도에 차이가 있으며, 유통경로와 인구통계적 특성에 따라 상품경쟁력 요소들이 소비자 구매의사결정에 다르게 영향을 미치는가를 분석하는 것이다.

• 한국콘텐츠학회논문지
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• 제18권11호
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• pp.38-46
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• 2018

본 연구는 브랜드 경험(BX : Brand Experience) 기반의 브랜드 디자인 시스템 개발사례에 관한 연구로, 2018년 1월 - 4월에 진행된 정가(家)네곳간 브랜드 디자인 시스템 개발 사례를 토대로 연구 하였다. 브랜드의 경험은 소비자의 주관적이며 내적인 반응이며, 브랜드 아이덴티티를 포함한 브랜드 디자인의 자극을 통해 발생하는 소비자의 반응이다. BX 디자인은 브랜드의 경험을 바탕으로 브랜드와 관련된 자극으로 브랜드디자인의 자극물과 소비자가 브랜드와 접촉을 통해 일어나는 반응이 서로 상호작용 함으로써 브랜드에 대한 경험이 발생한다. BX 디자인의 시스템에서 가장 중요한 부분은 브랜드의 다양한 접점에서 소비자가 특정 브랜드에 대한 브랜드이미지를 형성하는 과정에서 특정 브랜드의 제품이나 서비스를 선택하는데 있어 매우 중요한 역할을 하는 것이다. 본 연구에서는 BX디자인을 기반으로 진행된 정가(家)네곳간 브랜드 디자인 시스템의 개발 전략과 함께 최종 완성된 브랜드 디자인 시안을 제시하였다. 그 결과, 정가(家)네곳간 브랜드 경험 디자인의 조형성과 연상성이 통계적으로 유의미한 것으로 나타났다(F=30.961, p<.001). 브랜드 디자인 선호도는 조형성(${\beta}=.443$, p<.001), 연상성(${\beta}=.218$, p<.001)순으로 브랜드 디자인 선호도에 영향을 미치는 것으로 나타났다.

• 복식문화연구
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• 제31권3호
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• pp.330-345
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• 2023

This study aimed to categorize consumers using super app functional characteristics to identify demographic differences, and analyze shopping orientations by consumer type. This data can be used by fashion and beauty companies for product planning and marketing strategies. To categorize super app consumers, data were analyzed with SPSS v.26.0 software using frequency, factor, reliability K-mean cluster, and distributed analyses, one-way-ANOVAs, and Scheffe verification. Cross-analysis was conducted to correlate super app consumer types with demographic characteristics. One-way-ANOVAs and Scheffe verification were used to analyze the differences in shopping preferences between super app consumer groups. As a result of our analyses, super app consumers were classified into four types: the ration type, the low-use type, the multifunction type, and the habit type. There were statistically significant differences between these types in age, occupation, marital status, average monthly household income, and shopping impact factors. Five super app user shopping orientations were identified: brand pursuit, pleasure pursuit, trend pursuit, risk perception, and economic orientation. The differences in the preferred orientation between super app consumer types were found to be statistically significant. The majority of respondents were multifunction type consumers. This group used the super app most frequently and effectively. They also demonstrated the highest scores for all five of the shopping orientations. The classification of consumer types in this study will allow the fashion and beauty industries to utilize super apps for more targeted product design and marketing.

• 한국콘텐츠학회논문지
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• 제18권4호
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• pp.77-88
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• 2018

본 연구는 향수광고의 의미고정 수준(저/고/비)에 따른 효과와 그리고 향수에 대한 친숙성(비 친숙/친숙)과 제품유형(감성적/이성적)에 따라 소비자의 반응에 미치는 영향에 대한 어떠한 조절역할을 갖는지를 알아보고자 대학생 219명 대상으로 실험연구를 실시하였다. 그 결과 의미고정 수준에 따른 주 효과는 향수의 유무와 관계없이 의미고정의 수준이 높을수록 광고에 대한 선호도나 구매의도에 대해 더욱 호의적으로 형성하였다. 다음으로 향수광고의 의미고정 수준에 대한 조절효과는 향수의 친숙성과 제품유형 모두 구매의도와 광고 선호도에 모두 차이가 있는 것으로 나타났다. 광고 선호도의 경우 의미고정 수준이 낮은 경우 친 숙집단과 비 친숙집단의 차이는 크지 않았으나, 구매의도의 경우에는 의미고정의 수준이 낮은 경우와 의미고정의 수준이 없을 경우 두 집단 간의 차이는 더욱 큰 것으로 나타났다.