• The Journal of the Korea Contents Association
• /
• v.16 no.9
• /
• pp.40-50
• /
• 2016

This study employs model of susceptibility to imported media to examine Korean drama exposure, evaluation and viewing intention among viewers living in foreign cultural background. Analyzing data collected from 176 female viewers in the U.S., it founds knowledge about Korea and general drama exposure give direct effect on the future viewing intention. Korean drama exposure directly affects drama evaluation and viewing intention. Korean network, however, has no significant effect on the dependent variables. Result of the present study shows that cultural capital of foreign viewers has effects on Korean drama consumption. Another result that behavior of general drama consumption has contributed to Korean drama consumption gives meaningful implication for the policy of Korean television export.

• Journal of Korea Society of Industrial Information Systems
• /
• v.27 no.2
• /
• pp.143-161
• /
• 2022

This study examines the effect of used trading app's consumption value and protection motivation and the perceived usefulness and continuous use intention. The proposed research model and developed hypotheses were tested using structural equations modeling based on data collected from 293 customers with experience in used transaction app's. The results of the study confirm the positive effects of the used trading app's consumption value and protection motive theory is perceived usefulness of customer. In addition, there is a positive relationship between a customer's perceived usefulness and continuous use intention of used trading app's. The study provides On a theoretical level valuable insights into the sustainability of transaction app's after post-COVID 19 and the importance of developing used trading app's consumption value and protection motivation, but there is also a limitation that the region is limited.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.7 s.155
• /
• pp.1103-1115
• /
• 2006

In this study, clothing consumption behaviors of Russian and Korean female college students were compared. Data were collected by conducting surveys in Russia and Korea. In results, Russian female college students spent considerably more money on clothing than did Korean students, compared to the income level. Korean consumers bought clothing mostly in the department stores, whereas Russian consumers preferred large shopping centers, discount stores and traditional markets to shop clothing. As important factors affecting clothing purchase decision, Russian consumers considered country of origin while Korean consumers considered style. Korean consumers were satisfied more on domestic brands than did Russian consumers while Russians were more satisfied with foreign brands than did Koreans. Russian consumers considered diverse factors in forming attitude and buying intention toward domestic and foreign brands. In contrast, Korean consumers' attitude and purchase intention were influenced much by style. Based on study results, marketing implications were provided.

• International Journal of Advanced Culture Technology
• /
• v.9 no.1
• /
• pp.40-51
• /
• 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.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.1
• /
• pp.131-140
• /
• 2020

The purpose of this study is to derive various clues for the establishment of marketing strategies for companies that produce and sell high-involvement products for Millennials who are not the subject of current consumption but who will lead future consumption. For this purpose, this study aimed to derive 17 factors of high-involvement product selection attributes through FGI, and its relationship on repurchase intention after make a variable through PCA. A total of 158 valid questionnaires were used, and IPA, independent sample t-test, regression analysis, and hierarchical controlled regression analysis were performed. The results showed that overall, external and internal selection factors had a positive influence on repurchase intentions, and in particular, appealing to internal and external selection factors in order to promote repurchase intention. Meanwhile, the Millennials were found to have no gender difference. Therefore, the company producing and selling high-involvement products suggests that it is necessary to make a priority effort to secure brand awareness, trust in product producers, store trust, and product self-reputation as components of internal selection factors. It was also concluded that more strategic efforts were needed to focus on and appeal to the characteristics of the Millennial itself rather than to consider gender differences.

• Korean Journal of Organic Agriculture
• /
• v.21 no.2
• /
• pp.171-187
• /
• 2013

The environment-friendly agricultural product market receives consumers' great interests despite relatively few studies focused on consumers' decision making process of the environment-friendly agricultural products. This paper examines what factors influence on consumers' attitude and buying behavior on the environment-friendly agricultural product. In order to find the relative importance of each factor's influence, this study adopts multiple regression method based on the survey results of 500 people with the systematic random sampling. The results showed that consumers' favorable attitude towards the environment-friendly agricultural product were influenced by taste, freshness, food safety, and positive attitudes toward the environment-friendly agricultural product promotion. In addition, consumers' purchase intention was influenced by taste, food safety, environmental concern, and the promotion. Respondents recommend the environment-friendly agricultural product when they believe that the environment-friendly agricultural product had the values of taste, environmental concern, and promotion. Women are more active in buying and recommending the environment-friendly agricultural product; however, the price was not the statistically meaning factor. This study provides empirical data that was used for marketing and increasing the sales of the environment-friendly agricultural product. Future research was advised to examine more thoroughly on the relationships between the promotion efforts and purchase intention and the occasions when the price becomes the issue in the buying decision of the environment-friendly agricultural product.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.11
• /
• pp.977-986
• /
• 2020

This paper investigates factors impacting on sustainable fashion buying intention of consumers by reviewing studies about the topic and conducting a survey with consumers in Ho Chi Minh City. In detail, firstly, an interview with 15 respondents was conducted to check the understanding of concepts and questions and, secondly, the study used the convenient sampling method, with 172 samples collected and analyzed, of which young respondents accounted for the majority of the sample. The respondents tend to go shopping many times in a year, with the number of people buying fashion products from every week to every two months accounting for 65.2% totally. The findings suggest that the firms should prioritize strategies that can improve customer attitude toward sustainable fashion, making them feel good, pleasant, satisfied and favorable when engaging in sustainable fashion consumption. This study concludes that consumers need more information to enable them to make better ethical decisions. This study proposes that the major channels that consumers use to seek sustainable product information include public education, peer influence, and corporate marketing information about the products. This study concludes that public education and corporate marketing information on green consumption education is effective for improving consumer sustainable buying intention.

• Human Ecology Research
• /
• v.53 no.4
• /
• pp.341-350
• /
• 2015

This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-$\grave{a}$-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's ${\alpha}$ reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.

• Journal of Distribution Science
• /
• v.11 no.12
• /
• pp.71-81
• /
• 2013

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

• Korean Journal of Community Nutrition
• /
• v.12 no.3
• /
• pp.344-351
• /
• 2007

The purposes of this study were to analyze the consumer inclination to convenience towards HMR in order to verify the structural correlation of the actual state of consumption, and to analyze consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase'. The subjects were adults in their twenties or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling of 550 subjects, who were distributed a questionnaire from March 12 to 30, 2005. A total of 451 questionnaires were returned (the return rates were 82%). The main results of this study were as follows : Regarding the types of HMR, 'Ready to eat' had higher preference (3.31), satisfaction (3.33) and 'intention to purchase it again' (3.38) than those of 'Ready to heat' and 'Ready to end-cook.' Consumer inclination to convenience towards HMR was analyzed in order to verify the structural correlation of the actual state of consumption, and consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase' were analyzed. The gross effect of 'frequency of using' on 'intention to repurchase' was 0.435, the gross effect of preference on 'intention to purchase it again' was 0.659, and the gross effect of satisfaction on 'intention to purchase it again' was 0.772 for 'Ready to eat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.448, the gross effect of preference on 'intention to repurchase' was 0.556, and the gross effect of satisfaction on 'intention to repurchase' was 0.654 for 'Ready to heat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.432, the gross effect of preference on 'intention to repurchase' was 0.494, and the gross effect of satisfaction on 'intention to repurchase' was 0.608 for 'Ready to end-cook.' To summerize the above results, there was a difference of the structural correlation among component concepts of the actual state of consuming according to the criteria of HMR. Thus, it implied that differentiated sales strategies were needed according to the criteria of HMR.