• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.519-527
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• 2014

This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant, concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee products according to income, low income consumers rather than high income groups had much higher financial expense burden.

• Food Quality and Culture
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• v.2 no.1
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• pp.20-26
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• 2008

Color is one of the most important attributes determining the purchase of food products by consumers. Therefore, the purpose of this study was to identify consumer color preferences for songpyun, a traditional Korean rice cake, by a consumer acceptance test and using coated Pantone color chips. Color evaluation tools for the study were developed accordingly. From the results, the songpyun sample designated as product E was given the highest color acceptability score, and was 'slightly liked' (p<0.05). The color of product E was 'very pale red-purple'. All the evaluated pink-color songpyun products were based on this red-purple hue, however, they had differences in tone. The consumer panel favored a pale tone over a bright tone. The color concept for traditional songpyun within the pink color category was identified as 'very pale red-purple', using coated Pantone color chips. This result for the conceptual color preference was consistent with that of the consumer color acceptance test. Thus, color chips could be an effective tool when applied for color standardization in traditional foods production. From the overall results, it seems consumers are perceiving color trends and are willing to adapt to such changes in food applications.

• The Research Journal of the Costume Culture
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• v.10 no.4
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• pp.350-363
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• 2002

The purposes of this study were 1) to examine the conceptual structure of outcome quality and process quality of beauty service, 2) to investigate the relationships among beauty service quality, consumer satisfaction, word-of-mouth reputation and perceived risk, and 3) to find out the effects of related variables on consumer satisfaction. The questionnaire was developed based on pretest and previous studies, and completed by 435 female consumers that experienced beauty service during about one month in Busan. First, factor analysis showed that the process quality of beauty services consisted of four factors, such as Employee Service, Physical Service, Time-saving Service, and Economic Service. And the outcome service quality consisted of two factors, such as Socio-psychological service, Functional service. Second, the higher word-of-mouth reputation and the lower perceived risk were the higher perceived beauty service quality and the more satisfied with service. Third, the process quality of beauty service, word-of-mouth reputation, socio-psychological service quality effected on consumer satisfaction. Especially, the employee service was very important on consumer satisfaction.

• The Research Journal of the Costume Culture
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• v.21 no.2
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• pp.272-286
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• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.

• Journal of the Korean Society of Food Culture
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• v.24 no.2
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• pp.172-180
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• 2009

The purpose of this study was to investigate the consumer characteristics in foodservice according to university students' lifestyles. The data were collected by the questionnaire survey of 520 university students from Daegu Gyeongbuk Province. The SPSS/Win 12.0 program was used to analyse the samples. The results are as follows: 1) Lifestyle was divided into 10 factors and 3 clusters, namely "Convenience Intention" (cluster I), "Health Information Intention" (cluster II), and "Gender Equality Intention" (cluster III). 2) The differences in general characteristics between the three clusters were founded on gender, frequency of visits, companion, information type, and the type of restaurant. 3) The characteristics of cluster I (Convenience Intention) are explained by it consisting of the group with low averages in consumer dissatisfaction, complaints, compensation, and repurchase intention, where as cluster II was the high average group and cluster III the middle average group. Based on these results, consumer characteristics in foodservice are discussed.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• Journal of the Korean Home Economics Association
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• v.42 no.8
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• pp.187-201
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• 2004

This study identified the characteristics of the consumer culture of the American Bobos(Bourgeois Bohemian) and the British POSH(Port Out, Starboard Home) and their influence on the consumption culture in Korea. The sociocultural background, values and consumption patterns of both Bobos and POSH were analyzed through a literature survey. Korean periodicals were analyzed to identify the influence of Bobos and POSH on the Korean consumer culture. The results suggested that the characteristics of both Bobos and POSH were reflected in their lifestyles or values through their consumption and possessions. In addition, it was found that Korean consumers appeared to be more influenced by Bobosthan POSH.

• Journal of Distribution Science
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• v.12 no.7
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• pp.63-75
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• 2014

Purpose - This study analyzes topics discussed in the International Journal of Consumer Studies through a content analysis, to reveal the impact of cross-cultural management in consumer research. Research Design, Data, and Methodology - The International Journal of Consumer Studies has the highest impact factor among international consumer journals, and was chosen for research. This study investigated 712 articles, covering a ten-year period. Results - A total of 82 articles were found to be related to cross-cultural management, out of 712 articles. This shows a need for improvement in the area of cross-cultural management, and implies that the discipline of cross-cultural management will continue to have a significant impact on consumer studies. Conclusions - While content analyses have been conducted in the area of consumer research in the past, a comparative content analysis in the International Journal of Consumer Studies is unprecedented. This study offers insights on the comparative analysis of general articles and articles related to cross-cultural management, which will be useful reference points for future global markets and fields in distribution and consumer research.

• Journal of the Korean Home Economics Association
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• v.45 no.8
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• pp.25-38
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• 2007

The purpose of this study was to determine the level of reasonable consumer habits of adolescents based on their consumer socialization, consumer education, and purchasing skills, and to determine their brand orientation based on facts that adolescent years is the determining period for consumer socialization, that their role as consumers take up relative importance, and that consumer habits during this period is extremely important. The directions of consumer education for forming a reasonable consumer culture for adolescents based on the results of the study are presented as follows. First, by conducting a training program for consumer counselor that supports courses such as consumer aid that are held for adolescent consumers, adolescents must be led towards logical purchase habits and to practice reasonable purchase habits. Second, since consumer attitude that is learned and formed since youth is important, discussion sessions as well as consumer education programs that can foster proper consumer knowledge, attitude, and function needs to be developed by schools and the government. Third, This can form improper consumption values such as over consumptions, conspicuous consumption, and impulsive purchase that may appear in their adult years; therefore, a consumer education program must be continued in the homes, schools, and by the government so that adolescents can learn manage reasonable consumer values and consumer habits.

• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.634-650
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• 2021

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers' brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers' behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.