• The Research Journal of the Costume Culture
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• v.10 no.3
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• pp.248-260
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• 2002

The purpose of this study were 1) to examine underlying dimensions of two aspects of attitudes - cognitive beliefs and consumption feelings of well-known name brand apparel and 2) to examine predictiveness of those two variables in predicting buying intentions of well-known name brand apparel. The data were collected through questionnaire from convenient samples of 207 female college students. Statistical analysis of factor analysis, t-test and multiple regression analysis were performed in analysing the data. The major findings were as fellows: 1. The dimensions of evaluation criteria of well-known name brand apparel were design/brand name, clothing construction, and practicality. 2. The dimensions of consumption feelings were pleasure/confidence, active and regret. 3. In predicting buying intension of name brand apparel, consumption feelings fecund to be as more robust predictors than cognitive variables.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.9
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• pp.373-379
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• 2020

The purpose of this study is to investigate the factors affecting change in consumers' consumption tendency and the perception of aged meat. This study compared 2012 and 2019 results from beef consumer surveys. The importance of quality judgment criteria, taste determinants, and the perception that marbling is harmful to health were analyzed using regression analysis through the backward elimination method. As a result of the analysis, it was determined that the importance had increased for recognizing freshness, juiciness, tenderness, and ripening period, and for knowing that marbling was harmful to the health. Also shown was that the intention to purchase aged meat had an influence on whether the consumer favorably perceived the freshness, tenderness, and ripening period. This study analyzed how consumers' consumption tendencies changed to cope with these changes in consumer preferences. The basic data of the research analyzed consumption propensity, the intention to consume beef, and what factors influence the perception of mature meat. It is thought that there is a need to raise awareness about aged meat for diversification of consumer preferences and rational production and consumption in the future.

• Journal of Digital Convergence
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• v.18 no.9
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• pp.71-79
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• 2020

In recent years, Korean consumption trends have undergone rapid changes. Also, subscription economy has emerged and is growing as a new shopping method. The purpose of this study was to verify the relationship between consumer attitude and intention to continue to use of the consumption value of subscription service based on subscription economy. To this end, we analyzed the structural equation modeling for 300 consumers who used HMR products through subscription services. The analysis results are as follows. First, consumption value (functional, emotional, social and monetary) of HMR products perceived by subscribers had a significantly positive effect on consumer attitude except for monetary value. Second, consumer attitude was found to have a positive effect on consumers' intention to continue to use. This study contributes to the development of academic theories related to the subscription service in the early stages and provides managerial implications for HMR-related companies that want to utilize subscription service.

• Journal of Families and Better Life
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• v.27 no.2
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• pp.11-28
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• 2009

This study is intended to make a tool which can identify how consumers consume by presenting a concept of "consumption style" and by developing the scale to measure it. In order to study the scope and meaning of consumption for modern consumers, "the meaning of consumption" was theoretically considered. Based on it, the concept and perspective of 'consumption style'was formed and then the scale for measuring it was developed. To develop the scale, the scale was formed by extracting questions through a literature survey, and verifying validity through experts' opinion. Then, the final scale was developed by conducting a questionnaire survey for consumers. A preliminary 150- item scale was developed through a literature review. 1000 consumers responded to an online survey using the preliminary scale. This research was made with the intention of not only supplying the academic data on the consumer's "consumption style" but also understanding the consumer's basic behavior patterns. Then A series of tests, such as test-retest, item-to-total correlation, Cronbach's reliability coefficient and factor analysis, were conducted using the survey data. The final scale with 68-items was constructed in the end. The "consumption style" Scale for Consumers consisted of 4 factors.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.321-334
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• 2021

In this study, in order to analyze the effect of the consumption value of goods on the purchase intention of corporate brand products, the model was tested using SPSS 21.0 and Smart PLS 3.0 by receiving questionnaires from 457 men and women who have purchased goods. After examining the consumption values of goods, such as limited, functional, aesthetic, hedonistic, innovative, and social ego values, and product satisfaction, the effect on purchase intention of corporate brand products was analyzed. All were found to be significant except for innovative value, and product satisfaction had a significant effect on brand attachment and purchase intention of corporate brand products. We have recently redefine goods according to the trend of the times, and put an academic significance on the first classification of goods into four categories: human brand goods, brand goods, tourism goods, and character goods. It was confirmed that there was a partial difference in consumption value and satisfaction according to the type of goods. Through research, it is intended to broaden the understanding of goods and suggest the possibility of effective and useful marketing by suggesting planning and development directions according to the target.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.12 no.2
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• pp.626-642
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• 2018

Recently, a number of studies have drawn attention to purchasing online game items. Most of the studies are based on the assumption that consumers behave rationally. Accordingly, TRA- or value-based approaches have been mainly employed to understand the online purchases of game items. However, the purchasing behavior of consumers involves not only making rational decisions, but also making irrational decisions. Hence, their purchase behavior is affected by propensities for conspicuous consumption, impulsive consumption, and habitual consumption. Playing games can be highly addictive, and players often display such addictive behaviors. Our study explored both the rational and irrational factors in purchase behavior to understand how they are associated with purchasing game items. A total of 366 pieces of data were collected from Korean online game users through a survey. Regression analyses of the collected data showed that the behavior of buying game items was influenced not only by the intention to purchase which is a rational factor in consumption, but also by such irrational factors as habit, impulse, and ostentation which should be further emphasized in future studies.

• Journal of Families and Better Life
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• v.28 no.6
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• pp.207-220
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• 2010

This study is intended to create a tool which can identify the concept of consumption life level and to develop a standardized scale to measure consumption life level. Based on it, the concept and perspective of consumption life level was formed and then the scale for measuring it was developed. To develop the scale, the scale was firstly formed by extracting questions through a literature survey, and verifying validity through experts' opinions. Then the final scale was developed by conducting a questionnaire survey for consumers. A preliminary 27-item scale was developed through a literature review. 1000 consumers responded to an online survey using the preliminary scale. This research was made with the intention of not only supplying academic data on the consumer's consumption life level but also understanding the consumer's basic behavior patterns. Then a series of tests: test-retest, item-to-total correlation, and Cronbach's reliability coefficient and factor analysis were conducted using the survey data and the final 20-item scale was constructed in the end. The consumer's consumption life level scale consisted of 4 factors.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.307-316
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• 2021

This research aims to investigate the relationship between moral deficiency and moral consumption. Consumers' moral values cannot be separated from their consumption activities. In other words, consumers' spending preferences may be an expression of their beliefs about what is right and wrong. A less explored concept within moral consumption behavior theory is 'moral deficiency'. To the best of our knowledge, this is the first research effort to integrate green purchasing and religious purchasing under the banner of moral consumption behavior. There are two studies: Study 1 aimed to measure the moral deficiency of participants through moral scenarios (implicit) and then test its relationship with the green purchase and religious purchase, two proxies of moral consumption. A total of 121 universities were chosen via the nonprobability sampling method. To improve the results of the prior study, Study 2 aimed to measure the moral deficiency of participants through moral deficiency self-report (explicit) and then test its effects on green purchase and religious purchase. A total of 208 participants from the general public were recruited via the nonprobability sampling method. The findings of the two studies suggest that participants with high moral deficiency showed more intention to engage in moral consumption behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.8
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.