• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.59-67
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• 2019

Most of the prior researches in brand extension evaluation have utilized purchase intention as a n effective variable to assess the effectiveness of brand extensions. In contrast, the author proposes that trial intention is to better predict consumers' behavioral response in the newly launched brand extension markets where relate to high risk and uncertainty. Furthermore, the study explores the effects of attitude toward parent brand and consumers' characteristics (perceived similarity and consumption experience) on trial intention of brand extensions. In order to achieve the purpose of the study, the data collection was conducted for actual consumers who had experience using parent brand products. This study employed experiment and questionnaire survey and collected data of 186 was analyzed using clustering analysis and regression analysis. The main results are as follows. First, attitude toward parent brand has a positive effect on trial intention of the extensions. Second, perceived similarity and consumption experience of parent brand have moderating effects on the relation of attitude toward parent brand and trial intention of brand extensions. The results provide that both industry and academic researchers with a guide to process trial intention of brand extension from a comprehensive perspective.

• Journal of Korean society of Dental Hygiene
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• v.18 no.1
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• pp.125-138
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• 2018

Objectives: The purpose of the study was to investigate the effect of gender in the association between the oral symptoms experience and health behavior. Methods: The subjects were 54,219 adolescents selected from the web-based survey of the 11th (2015) Korean Youth Risk Behavior of Korean Center for Disease Control. Data were analyzed using SPSS 18.0. The subjects consisted of 27,198 male students(50.2%) and 27,021 female students(49.8%) from 400 middle schools and 400 high schools. Results: Multiple logistic regression analysis after adjustment to demographic characteristics and oral health behavior showed experience with drinking and smoking in adolescents increased oral symptoms experienced by both male and female students (OR = 1.3, 95% CI = 1.20-1.34 / OR =1.3, 95% CI = 1.18-1.33), (OR = 1.3, 95% CI = 1.24-1.40 / OR = 1.4, 95% CI = 1.43-1.30). But the difference was not significant between genders. In terms of diet, consumption of carbonated beverages, snacks and fast food saw an increase in oral symptoms experience both gender compared with those whose "No(weekly)" in particular to women, alternatively vegetable, fruit consumption(weekly) were having less intake adolescents increase oral symptoms experience than "time daily(weekly)" intake adolescents both boy and girl especially to girl. Conclusions: There was a correlation between oral symptom experiences and health behaviors. There was also slight differences between genders, with more effect shown on female students. Based on this study, proper and systematic education of oral health management should be carried out at schools.

• Journal of the Korean Society of Food Culture
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• v.23 no.4
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• pp.462-468
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• 2008

In this study, we assessed college students' consumption values with regard to a seaweed functional food, and compared differences between the respondents' purchasing intentions and their educational levels. A self-administered questionnaire was designed and distributed to college students in Daegu/Kyungbook province. A total of 288 questionnaires were collected, and the total response rate was 96.0%. The results demonstrated that purchasing intention influenced all five consumption values. The high purchasing intention (HPI) group evidenced greater functional value, social value, emotional value, conditional value, and epistemic value than was observed in the low purchasing intention (LPI) group. However, individuals' educational levels, as related to food, influenced only the functional value and epistemic value. These results demonstrate that college students' consumption value in terms of seaweed functional foods is affected by purchasing intentions and educational experience.

• Korean Journal of Organic Agriculture
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• v.31 no.4
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• pp.343-355
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• 2023

Dairy processing experience tourism, that combines production, processing, and services, can be a good alternative to increase added value in Mongolian livestock industry. In addition, in order to successfully pursue this, it is necessary to first identify consumers' potential demand for the experience tourism and the factors affecting demand. Accordingly, this study estimated consumers' potential demand for dairy processing experience tourism using data from 758 people obtained through an online survey targeting Ulaanbaatar residents. As a result of the estimation, it was found that the variables that affect potential demand are the experience fees, average monthly household income, gender, age, arol consumption, and education level. The potential demand for dairy processing experience tourism was measured by multiplying the population of Ulaanbaatar by the estimated probability of accepting the experience tourism, and the total revenue was maximum at 32.303 million Tuk when the experience fee was 50,000 Tuk. The implications based on the analysis results are that, in order to promote participation in the experience tourism, it is necessary to promote it primarily to people with high average monthly household income, high level of education, younger age groups, and male. It can be said that preference is high and sufficient potential demand exists, but it is suggested that appropriate setting of experience fees is important.

• Journal of Families and Better Life
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• v.30 no.6
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• pp.151-166
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• 2012

The major findings are(were) as follows: 1) The Eco-friendly consumption behavior was divided into three(3) clusters, namely "The Middle Group" of eco-friendly consumption behavior(cluster I), "The Inferior group" of eco-friendly consumption behavior(cluster II), and "The Excellent Group" of eco-friendly consumption behavior(cluster III). 2) The differences in the general characteristics among the three clusters were founded on the experience of green consumption information and sources of information. 3) The characteristics of cluster I(The Middle Group) were(are) found to be eco-conscious, and aware of the consequences of behaviors, green market conditions and environmental issues. This cluster was the middle-average group. The characteristics of cluster III(The Excellent Group) were(are) found to have the willingness to pay additional costs, being aware of the social norms of the reference group, having an awareness of eco-institutional conditions, being knowledgeable about environmental policy, and finally, being personally involved in green consumption behavior. This cluster was the high-average group, whereas cluster II(The Inferior Group) was the low-average group.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.209-221
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• 2020

Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore, this study classified commercialized smart clothes by function and analyzed the demand and requirements of smart clothes according to sports/outdoor clothes consumption behaviors. As a result, consumers were classified according to their sports/outdoor clothes consumption behaviors into an outdoor leading group with high consumption propensity, an outdoor pursuit group with medium consumption propensity, and an outdoor following group with low consumption propensity. Among the commercialized smart clothes, those with a heartbeat measuring function, those with a heating function, and those with a light-emitting function were presented and demand analysis was conducted. According to the results, the outdoor leading group and the outdoor pursuit group had higher levels of awareness, preference, and purchase intentions than the outdoor following group. In addition, the outdoor leading group showed the highest level of purchase price acceptance while the outdoor following group showed the lowest level of purchase price acceptance. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption. Therefore, in future, studies will be conducted with a wide range of consumers.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.125-130
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• 2006

The various kinds of consumption belong to a general category and at the same time the expression of most basic aspiration in the human life. Since the ancient times, the consuming activities have lasted with the other basic activities and the consuming space conducting consumption has developed as physical devices along with the human history. Those companies that have been given attention and getting favorable impression currently being selected by the consumers are now concentrated on the storytelling marketing. The storytelling marketing is that the emotion-oriented marketing activities give consumers the opportunities to enjoy the product contained stories to put the stories to marketing activities. It approaches to consumer with human story emotionally rather than rationally and heart rather than mind. Recently, the architecture has become artistic either it was linked and contacted media or part of marketing. We think that the story telling marketing is the eternal triangle among art, architecture and marketing that is a propensity or movement to interior at this time. I found out that the storytelling marketing methodology is able to touch the consumer's heart and stimulate consumption aspiration that makes new circumstances and experience expressing space. And for that, effective marketing methodology is to give the consumers a more exciting and enjoyable motivation in accord with the modern society to give companies positive image to customers and accordingly for the companies to gain profits. The story telling space that is filled with ideas which produce new circumstance and experience using the established narrative and theme will be required continuously and able to develop in the future.

• Journal of Families and Better Life
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• v.24 no.2 s.80
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• pp.93-106
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• 2006

This study investigated the determinants of Tap Water consumption patterns. Socio-demographic variables(gender, family income, education level, residual area) and consumer attitude knowledge(confidence, knowledge, problem experience, risk perception and aesthetic satisfaction)were included in the analysis. Three hundred fifty-nine teachers were participated in this study. ANOVA(Scheffe test), t-test, regression and logistic regression were conducted. The results of this study are as follows: 1. Tap water was consumed by only 1.7%, boiled water prior to drinking by 37.9%, water filtered by 39.8% and bottled water by 19.0%. 2. Consumer attitude knowledge was affected by socio-demographic variables. That is, aesthetic satisfaction was affected by age, risk perception by gender and educational level, confidence by educational level, knowledge by gender and age, and problem experience by age. 3. Logistic regression analysis indicated that age, confidence and aesthetic satisfaction were the determinants of bottled water or filtered water choice. However, risk perception was not a significant determinant. This suggests alternatives to tap water is related to non-risk, or non-safety factors.

• Journal of the Korean Society of Food Culture
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• v.38 no.3
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• pp.154-162
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• 2023

This study investigated the awareness and consumption behavior of 118 vegetarians and omnivores toward plant-based dairy alternatives. The preference and choice attribute questionnaires were compared. Significant differences were obtained between the two groups when considering the purchase experience, preference, and selection attributes of plant-based dairy alternatives. Vegetarians had more experience purchasing plant-based dairy alternative products. In both groups, environmental and animal protection were the major factors that influenced the highest response rate for purchasing plant-based dairy alternatives. The preference score of vegetarians for plant-based dairy alternative products was high, indicating that vegetarianism had a significant effect on their preference for plant-based dairy alternative products. Analysis of selection attributes revealed that price, product weight, appearance, and manufacturer were considered important by vegetarians, whereas nutritional components and labeling, manufacturing environment, composition of ingredients, and taste and texture were considered more important by the omnivores. Results of this study can be used as basic data for the future development of the fast-growing industry producing plant-based dairy alternative products.

• Korean Journal of Human Ecology
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• v.23 no.5
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• pp.825-842
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• 2014

This study is to analyze essays on the practices of consumption happiness which the students who took the class 'consumption and happiness' wrote. To do this, 108 essays which the students submitted in both semesters in 2013 were analyzed qualitatively. As a result, the 4 themes such as 'reflection on the life of consumption', 'practices', 'changes', 'recognized meanings of the class' were extracted. Firstly, some students were reflective on their acts of consumption in everyday life. They have consumed in an undisciplined, unthoughtful manner and have experienced various negative emotions in their consumption, and have the motive of change. Secondly, the study showed the consumption of clothes, eating, house, leisure, body, digital, wedding is variously included in their practices of consumption. In the category of common practices, 'sharing consumption giving a bigger happiness', 'sustainable consumption caring about the earth and the next generation', 'smart consumption through discipline', 'responsible consumption considering community and producer', 'field trips and consumption of experience as learning' are included, and 'meaningful feeling of happiness through practices' are extracted. Thirdly, they have experienced positive changes such as reduction in consumption desire and increased concern with mind, relationship and conscious consumption. Fourthly, students think of the class as a necessary, useful, practical subject, and have a precious opportunity to learn many aspects they don't think about before, and don't practice, and say that they persistently continue to practice. Therefore, to promote the happiness as a consumer and consumer citizen leader in the society, it's necessary to offer a related class in more universities.