• 대한가정학회지
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• 제45권5호
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• pp.95-119
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• 2007

The purpose of this study was to investigate the shopping values(utilitarian and hedonic values) sought and the risks(economic, functional, socio-psychological, and privacy) perceived by consumers who participate in Internet auctions by determining the factors that affect their shopping values and risk perceptions. Empirical data were collected by an Internet survey of netizens who were interested in and had experience in Internet auctions. Questionnaires were distributed to the subjects through an Internet survey site and at an Internet auction cafe. A total of 300 questionnaires were analyzed. The results showed that consumers showed a slightly greater pursuit of a utilitarian value than a hedonic outcome in their Internet auction practices; however the outcomes pursued by consumers in their teens and twenties tended to be more hedonic than utilitarian. Consumers with a higher level of innovation, self-confidence in purchase, and need for information searching showed a greater pursuit of utilitarian and hedonic outcomes. The group of consumers with a higher expectation for legal protection pursued a more utilitarian outcome, whereas the group of consumers with higher influence from the reference group pursued a more hedonic outcome. The consumers showed that they perceived functional risk as boing most serious, followed by privacy risk, economic risk, and socio-psychological risk. Subjects with higher degrees of innovation, self-confidence in purchase and self-control perceived economic risk as critical. Functional risk was perceived to be highest in the group of consumers with self-control and a need for information searching, whereas socio-psychological risk was perceived to be highest in the group of consumers showing more self-control. Privacy risk was perceived to be highest in the group of consumers with a higher degree of innovation and lowest in both groups of higher and lower affection. Both economic and privacy risks were perceived to be lower in the group of lower pursuit of a hedonic outcome.

• 마케팅과학연구
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• 제19권2호
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• pp.53-67
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• 2009

For the last decades, service quality has been studied as one of the most important tools for a service company to compete with the other companies. Based on these past researches, it has been agreed that the service quality is a basic and powerful tool to create the competitive advantage. Due to similar reason, many service marketing practitioners have been also focused on the service quality to retain the existing consumers and collect the new consumers. However, service quality is subjectively perceived by individual consumers. Consumer evaluation of service quality can be different from each other. Especially consumers with one life-style may evaluate the service quality differently from the consumers with the other life-styles. Therefore we need to know whether there are differences in service quality perception on the categories of life-style. Life-style refers to a distinctive mode of living in its aggregate and broadest sense. It embodies the patterns that were developed and emerged from the dynamics of living in a society. Since the concept of life-style and its relationship to marketing was introduced in 1963 by William Lazer, methods of measuring the life-style and their application have been developed. Life-style has been usually used to segment the marketplace because it offers marketers a unique and important view of the market. When Life-style is combined with clustering methods, life-style segmentation can generate identifiable whole persons rather than isolated fragment. Life-style segmentation begins with people instead of products and classifies them into different life-style types, each characterized by a unique style of living based on a wide range of activities, interests, and opinions(Plummer, 1974). In this study we applies the life-style segmentation based on the AIO(Activities, Interests, and Opinions) to the consumers of the large discount stores. In Korea, the large discount store market has entered into maturity stage so that the market differentiation strategy is becoming a more critical issue to the marketing practitioners. One of the most important tools to differentiate from the competitors in large discount store market is continuously to provide service of better quality than competitors. This study tries to find answers about the following questions: 1) How can we categorize the consumer life-styles in the large discount store? 2) What are the characteristics of the categorized groups? 3) Are there any differences in service quality perception among the consumers with different life-styles 4) Are there any differences in consumer behavior among them in the large discount store? For the purpose, we collected survey data from consumers and analyzed the data with the SPSS package where we had $X^2$-test, factor analysis, ANOVA, MANOVA, and cluster analysis. The survey was made during one month in the April of 2008. Among the collected 306 copies of questionnaires, 281 copies were chosen as the effective samples for empirical analysis except 25 copies with wrong responses. To identify the life-style patterns, we used the measures employed by Kim and Kwon(1999), where 44 items on a seven-point scale were used to measure factors of the life-style patterns. The Principal Component Method was used for factor extraction, and the VARIMAX orthogonal factor rotation was employed. The 7 items showing low factor loading were eliminated. The results of the factor analysis suggested that nine factors of the life-style patterns were identified as follows: 1) the equality-of-sexes and pursuit-of-independence tendency 2) self-management tendency 3) sociable tendency 4) self-display tendency 5) degree of a dilettante life 6) pursuit-of-information tendency 7) bargain hunter tendency 8) TV preference tendency 9) pursuit-of-leisure tendency. Next, after the K-means cluster analysis was performed with nine factors of the life-style patterns, the life-styles of the respondents were classified into four groups which are named as the 'progressive practicality-oriented group', 'positive success-oriented group', 'sociable ostentation-oriented group', 'stable conservation-oriented group'. The analysis results for usage behavior between the market segments showed statistically significant differences in the frequency of usage, duration time in the store, consumer satisfaction, and loyalty. Also, we tried to investigate whether the large discount store consumers differently perceive the quality of service based upon the types of life-style. To measure the service quality of large discount store, we adapted several measurement models measuring the service quality such as SERVPERF, BCP, R-SERVPERF, R-BCP. MANOVA and One-Way ANOVA were performed to confirm the difference in service quality perception based on the market segments. The results have also shown significant differences between life-style types in service quality perception. These findings show that the large discount store marketers should consider consumer life-style as one of the most important market segments for marketing and understand the difference in service quality perception between life-style types. Our findings give important implications to marketers of large discount stores as well as life-style researchers. First, this study showed there were significant differences in consumer's service quality perception and usage behavior between the types of life-style. It provides evidence that the life-style approach can be a important basis in segmenting the large discount store market and will make consumers perceive the service quality high. Second, most previous researches on service quality have been in aggregate level. However, our results imply that the future research on service quality have to focus on segment level.

• 한국의류학회지
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• 제37권7호
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• pp.972-983
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• 2013

This study investigates the effects of fashion innovativeness and utilization on the price perception of formal wear and climbing wear as well as gender differences on price perception and the relationship of the variables. Price perception measurements were based on reference price and reservation price; subsequently, a premium price ratio was calculated based on the measured prices. A survey that involved male and female adult consumers was conducted in Daegu in August 2011. A total of 321 responses were analyzed using descriptive statistics, factor analysis, reliability analysis, correlations and independent sample t-test. Two factors of fashion innovativeness were derived and named as unique-oriented innovativeness and change-oriented innovativeness. The utilization of formal wear and climbing wear was higher in the male group versus the female group. Reference price and reservation price were identified similar to the actual consumer purchasing prices reported in previous studies. Male consumers showed a tendency in price perception in accordance with the utilization. The change-oriented innovativeness of the female group led to a positive relationship with the perceived price of climbing jackets.

• 한국생활과학회지
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• 제24권4호
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• pp.513-529
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• 2015

This study performed corroborative analysis by establishing hypothesis so as to corroboratively define the effect on brand attitude of psychological risk recognition in the case where consumers reading negative media news related to bakery recognize crisis communication on the basis of which point. According to corroborative analysis, the role of psychological crisis perception as parameter is confirmed in the causal relation between crisis communication recognition and brand attitude. Such result of study confirms that the positive change in crisis communication recognition reduces psychological risk perception to bakery products and such psychological risk perception eventually become factor which affects brand attitude over products. Such result of study suggests that when reading negative media news on bakery, the influence on consumer's evaluation of news on the basis of certain point and the influence on the formation of causal relation between psychological risk perception and brand attitude has scientific ground. In the aspect, the main result of this study is to find the clue that when comparing precedent study between crisis communication recognition and brand attitude, psychological risk perception is realized with brand attitude as media by verifying the parameter role of psychological risk perception.

• 한국의류산업학회지
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• 제10권5호
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• pp.618-624
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• 2008

The purposes of this study were to explore the perceived risk of smart clothing, to classify consumers by risk perception of smart clothing, and to investigate the differences among the segmented groups in regard to the evaluation of newness and innovativeness of smart clothing. In addition, the relationship among perceived risk, evaluation of newness and innovativeness of smart clothing were examined. A questionnaire was administered to 338 male and female subjects aged from 17 to 50. Analysis was performed by factor analysis, cluster analysis, ANOVA, and Pearson's correlation analysis. The results showed that the perceived risk of smart clothing was composed of 4 factors: economic risk, social risk, functional risk and physical risk. Consumers were classified into four groups: high risk perception group, low economic risk perception group, low functional risk perception group, and low social risk perception group. ANOVA showed that there were significant differences among four groups regard to the evaluation of newness and innovativeness of smart clothing. High risk perception group most highly evaluated the newness and innovativeness of smart clothing. There were positive correlation among the perceived risks, the evaluation of the newness and innovativeness of smart clothing.

• 한국식품위생안전성학회지
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• 제23권3호
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• pp.182-190
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• 2008

유전자재조합식품에 관한 일반 국민의 의식을 설문 조사하여 연차별 변화추이를 살펴보았다. 2007년 조사 결과 65.1%가 유전자재조합식품에 관한 정보를 접한 경험이 있다고 응답하여 과거 3년(2000-2002년)동안의 평균 66.2%와 큰 차이가 없었다. 유전자재조합식품 개발의 큰 이익이 식량난 해결일 것이라는 응답은 모든 조사에서 가장 높았지만 2000년 이후 계속해서 줄어드는 경향을 보여 식량난 문제에 대해 기대치가 낮아진 것으로 해석되었다. 약 95% 이상의 응답자가 유전자재조합식품에 대해 표시하기를 바라는 것으로 나타나 과거 3년의 결과와 매우 유사하였으며 유전자재조합식품에 대해 소비자들이 알권리와 선택할 권리에 대한 강한 의지를 가지고 있음은 변함이 없었다. 유전자재조합식품의 구입 여부는 주변의 추이를 보고 결정하겠다는 응답이 50% 이상으로 나타나 표시를 희망하면서도 결정을 유보하는 사람의 비율이 높았다. 생물학의 기본지식이 매우 미흡한 상태인 것도 차이가 나타나지 않았다. 유전자재조합기술로 개발된 제초제 내성 콩을 먹겠다는 사람보다 같은 방법으로 개발된 비타민 함량이 높은 콩을 먹겠다는 사람이 여전히 상대적으로 많은 것으로 보아 제품의 특성은 중시하지만 유전자재조합 여부에는 큰 관심을 두지 않는 것으로 나타났다. 우리나라 식품의 안전성을 위협하는 가장 큰 요인으로 농약 등의 화학물질 오염이나 기업인의 윤리의식을 들었고 식품을 구입할 때 표시 내용 중 가장 관심 있게 보는 내용은 조사시간 동안 유효기간이라고 응답한 사람이 가장 많았으나 과거 3년에 비해 크게 감소하는 뚜렷한 변화를 나타내었다. 전체적으로 유전자재조합식품에 대한 일반 국민의 인식이나 태도에 변화가 없었는데 이는 유전자재조합식품과 관련하여 사회 전반적으로 유의할 만한 변화가 수반되지 않았기 때문에 개인의 인식에도 변화가 없는 것으로 추정되었다.

• Journal of Nutrition and Health
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• 제55권4호
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• pp.492-505
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• 2022

본 연구에서는 콩고기에 대한 인식으로 집단을 나누어 이에 따른 식생활 정체성을 파악함으로써, 이를 통해 향후 콩고기 시장 진입을 위한 기초자료로서 국내 소비자의 지속 가능한 식품 선택을 위한 활용에 기여하고자 하였다. 국내 소비자 260명을 대상으로 수집된 자료를 SPSS 통계 프로그램을 이용하여 분석을 진행하였다. 군집 별 국내 소비자를 대상으로 콩고기 인식에 따른 인구 통계학적 분석과 식생활 정체성에 관한 연구 결과는 다음과 같다. 콩고기 인식에 따라 '소극적인 소비자 집단', '적극적인 소비자 집단'으로 군집을 나누었으며, 콩고기 인식에 따른 인구통계학적 분석은 연령, 결혼여부, 교육수준, 가족구성원의 항목에서 유의적인 차이가 나타났다. 콩고기 인식별 식생활 정체성의 결과로는 '친사회적동기 (p < 0.01)', '중심성 (p < 0.01)', '사적 규범 (p < 0.05)', '개인적 동기 (p < 0.001)'에서 유의적인 차이가 나타났다. 유의한 차이가 나타난 4가지 요인 모두 '소극적인 소비자 집단'이 상대적으로 낮은 점수로 나타났다. 본 연구의 결과는 향후 국내 채식주의자의 특성을 정의하는데 활용될 수 있을 것이며, 건강과 환경 등 다양한 국내 소비자의 지속가능 한 삶을 위해 콩고기 시장 확대에도 도움될 것으로 판단된다.

• 한국의류학회지
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• 제32권2호
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• pp.259-270
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• 2008

The convenience and flexibility due to the spread of Internet allowed consumers to easily participate in marketing activity. Consumers want to participate in designing, manufacturing, delivering of products and service by expressing their opinions to the companies because they want to buy customized goods where their requirements are incorporated. We can expect that, through this interactive process of customization between consumers and companies, strong relationship quality may be built as a result of the interaction. The main purpose of this study is to examine the influence of consumer perception of customization on relationship quality in the e-business context. To accomplish this purpose, I reviewed the concept of customization, identified the perceptive factors of customization in e-business context (i.e., perception of participation level, assessment of flexibility), and examined the type of customization. Whether customization type generates varying degrees of perception of customization and relationship quality is revealed. As a result, collaborative product/service customization generated the highest relationship quality. Assembled product customization that was built based only on predicted consumer needs without any interaction between consumer and company showed a low level of relationship quality. And this type had no significant difference from standardized products. In short, there is a strong need for e-business companies to interact with consumers to improve relationship quality.

• International Journal of Costume and Fashion
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• 제12권1호
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• pp.65-82
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• 2012

This study examines open market websites of Korea and China and identifies differences in the web design factors so as to verify how the design factors affect consumers' trust and purchase intention in the open market websites. Two hundred consumers, respectively in Korea and China, filled out survey questionnaires. According to the survey result, design factors of open market websites of both countries consisted of context, contents, communities, communication, connectivity and commercial transaction; and trust-building factors were comprised of customer services, product perception and security perception. This study found that there was no significant difference in the design factors of open market websites between the two countries, but trust levels in accordance with design factors and purchase intention in accordance with trust level differed by country. Therefore, this result would help Korean companies targeting Chinese consumers understand that there are differences between Korean and Chinese consumers in their trust level and purchase intention in accordance with open market website designs; encourage Korean online shopping malls to move to the Chinese market; and provide rich insights into developing marketing plans based on the different web design factors of Korean and Chinese open markets.

• 한국의류학회지
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• 제18권4호
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• pp.480-489
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• 1994

The purpose of this study is to investigate consumer's perception and attitude on care labels using questionnaire. The major results are as follows: 1. Self-evaluation on consciousness and knowledge regarding on labels is higher than actual level. In other words, most consumers answered that they understood the care instructions on labels, but actually few consumers understand the exact meanings. Married women in their thirties to forties who do the laundry themselves, and more educated women showed higher level of consciousness to care labels. However, unmarried or career women are dissatisfied with the method of care instruction on labels. Many consumers take care of textile products without considering the proposed informations on core labels. The reasons are as follows: a. they think there is no problem even if they do not follow the proposed methods b. the method proposed on labels are complicated 4. There were some cases which happened some problems even though consumers followed the instructions on care labels. It may be due to the incorrect information or the omission of some specific instruction on labels. 5. For ideal care of clothing, it is necessary for manufacturers to suggest the realistic and clean instructions on labels and for consumers to trust and follow these instructions.