• Asia Marketing Journal
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• v.14 no.2
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• pp.157-176
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• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.282-295
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• 2018

Hair style allows consumers to express their aesthetic sense and individual beauty. However, due to the attributes of hairdressing services and the high expectations of consumers, complaints are increasing rapidly. This study examined the complaint behavior, compensation and hair salon patronage of consumers. Then, a model is presented that explains the complaint behavior for hairstyling, forms of compensation, and hair salon patronage through empirical analysis. This study was conducted by a survey method. A total of 399 questionnaires were used for the analysis. The data were analyzed using SPSS 23.0 and AMOS 23.0 statistical software. The dimension of complaint behavior for hair style included verbal complaints, non-verbal complaints in the salon and private complaints outside the salon. The forms of compensation included re-procedure, psychological, and material compensation. Hair salon patronage was one-dimensional. These results were obtained through exploratory and confirmatory factor analysis. Then the conceptual model was empirically analyzed by covariance structure analysis and obtained in final form through model modification. Verbal complaint behavior positively influenced re-procedure compensation. In addition, non-verbal complaint behavior had positive effects on psychological and material compensation. Hair salon patronage was positively affected by re-procedure and psychological compensation. However, private complaint behavior had a negative effect on hair salon patronage. The direct and indirect effects of the paths among variables were verified by analyzing the mediating effects of different forms of compensations. It is possible to establish differentiated marketing strategies with these findings for consumers with complaint behaviors by considering the forms of compensation.

• Korean Journal of Veterinary Research
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• v.62 no.3
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• pp.21.1-21.10
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• 2022

With the increasing population of companion dogs, the social cost derived from their behavioral problems is increasing. Therefore, it is important to understand the environment to provide experience for dogs via interactions with their owners to prevent and solve these problems. The parenting behavior of dog owners as an environmental factor has a profound impact on the behavior development of dogs, as does the parenting behavior on children. Therefore, this study aimed to develop a scale to assess the dog owner's parenting behavior. Exploratory factor analysis involving 300 participants resulted in a scale with four subscales, Positive Education, Involvement of Socialization, Intimacy, and Stable Responses, and 19 items. Confirmatory factor analysis was then performed to verify its reliability and validity. The result of parenting behaviors assessed by this scale was significantly different between a group with dogs with problematic behavior (n = 141) and those without (n = 159). Overall, a dog owner's parenting behavior involves affection and control aspects, but the role required specifically in the control aspect is distinguished from the parenting behavior with children. The findings in the present study will provide dog owners with effective education that will help prevent dogs from developing behavioral problems.

• Journal of the Korean Applied Science and Technology
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• v.37 no.4
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• pp.936-943
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• 2020

The purpose of this study was to examine the effect of service quality on customer satisfaction and behavior intention of screen golf. Also emphasized the importance of service quality and tried to identify the mediating role between customer satisfaction and behavior intention. The 485 person who experienced purchasing behavior of screen golf were analyzed and chosen from located in Korea. For the purpose of this study, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression and multiple regression analysis of SPSS Statistics ver. 20 were performed. The research results of this study indicate that First, service quality had a significant influence on customer satisfaction in order of facilities, services, human resources and prices. Second, customer satisfaction had a significant influence on behavior intention. Third, service quality had a significant influence on behavior intention in order of facilities, price, service and human resources.

• Journal of Korean Academy of Nursing
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• v.50 no.2
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• pp.210-227
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• 2020

Purpose: This study aimed to develop a scale to measure variables related to alcohol drinking prevention behavior in early elementary school, based on the theory of planned behavior. Methods: A scale was developed to measure variables related to alcohol drinking prevention behavior. Initial items for direct evaluation were constructed through a literature review, and those for belief-based indirect measure were generated through interviews with 30 second- and third-grade elementary school students. The collected data from 286 third-grade elementary school students were then subjected to item analysis, exploratory and confirmative factor analysis, criterion-related validity testing, and internal consistency assessment. Results: The final scale consisted of 35 items. Intention, attitudes, subjective norms, and perceived behavioral control explained 82.7% of the variance; behavioral beliefs, normative beliefs, and control beliefs explained 65.6% of the variance; and evaluation of outcome, motivation to comply, and power of control beliefs explained 72.8% of the variance. The confirmatory factor analysis indicated that the theoretical models had a satisfactory goodness of fit. Criterion-related validity was confirmed between the direct evaluation variables and the indirect measure variables (attitudes r=.64, p<.001; subjective norms r=.39, p<.001; perceived behavioral control r=.62, p<.001). Cronbach's α was .89 for the direct evaluation variables and .93 for the indirect measure variables. Conclusion: The scale developed in this study is valid and reliable. It could be used to measure and explain variables related to alcohol drinking prevention behavior in early elementary school.

• Journal of the Korean Society for Railway
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• v.16 no.4
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• pp.331-339
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• 2013

This study highlights the theme of human error emerging as a critical issue in the railroad industry, conducting exploratory research on the effects of health, cognition, and safety climates on safety behavior and accidents using an empirical method. The statistical results based on questionnaires received from 204 train drivers indicate that psychological fatigue, cognitive failure, and internal locus of control as individual variables and CEO philosophy and behavior of immediate boss as organizational variables have significant relationships with safety behavior, while cognitive failure, CEO philosophy, behavior of immediate boss, and education were found to be significant variables with respect to accidents. Furthermore, unsafe behavior such as mistakes and violations showed negative effects on near misses and responsibility accidents, respectively. Based on these results, effective alternatives and countermeasures needed to mitigate human error were posited.

• The Korean Journal of Food And Nutrition
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• v.35 no.6
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• pp.481-490
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• 2022

The influence of the food value consumption type of MZ generation on food choice attribute and sustainable food consumption behavior was studied using structural equation modeling. A survey was conducted on April 11~17, 2022, among panels aged 20 to 39. A total of 350 valid replicates (100%) were analyzed using statistical program SPSS The validity of the measurement instrument was verified through exploratory factor analysis and confirmatory factor analysis. The data reliability was confirmed using Cronbach's alpha coefficient. The hypothesis was verified by performing path analysis through structural equation modeling using AMOS. Regarding the influence of food choice characteristics on sustainable food consumption behavior, health has a significant positive (+) effect on the selection consumption behavior of certified food and local food. Among food value consumption categories social value consumption has a significant negative (-) influence on the consumption behavior of certified food and the choice of local food. Ethical value consumption has a significant positive (+) influence on the selection consumption behavior of certified food and local food. This study is significant because it has identified sustainable food consumption behaviors that domestic consumers can adopt daily. It can use as baseline data for preparing political and institutional measures.

• Korean Journal of Community Nutrition
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• v.19 no.5
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• pp.436-447
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• 2014

Objectives: The purpose of this study was to investigate the health food consumption patterns and their relationship to dietary behavior in middle-aged women (45-60 years). Methods: The exclusive face-to-face interviews by well-trained interviewers guaranteed a scientific data collection and the quality of survey data of 731 women. Subjects were divided into two groups according to the intake of the health foods, 'Intake' group (${\geq}3.2$, n = 488) and 'Non-intake' group (n = 243). Data were analyzed using the SPSS 20.0 program. Results: The average age of the subjects was 49.8 years and 66.8% of subjects were taking the health foods. Vitamins and minerals were consumed by the subjects. The major reason for intake of health foods was that they provide nutrient supplements may prevent diseases. More than 70% of the subjects reported checking nutrition information, ingredients, recommended daily intakes, instructions, when they bought the health foods. The average dietary life score of the intake group was significantly higher (p < 0.05) than that of the non-intake group. In analysis of exploratory factors of dietary life, the intake group showed significantly higher score (p < 0.001) in 'moderation of food intake' among the 4 exploratory factors. Conclusions: These results showed that women who took health foods had better dietary behavior than others suggesting a positive relation between the dietary behavior and the health food consumption. Therefore, we suggest that developing guidelines and then educating women about those guidelines could improve the ability of choosing health foods appropriately for their own benefit.

• Korean Journal of Culture and Social Issue
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• v.23 no.2
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• pp.239-270
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• 2017

This study investigated the nature and dimensionality of the motives why employees showed the silence even though they could speak up their opinions. It aimed to develop the scales measuring employee silence. Thus, three studies were designed and particularly, two studies featured two different studies, totaling five studies. Study 1 conducted open-ended survey asking and 104 workers from a variety of work field answered. With the results of open-ended questions, a were developed, consisting of 60-items to measure employee silence motivation. Study 2 examined the scale developed and 481 workers from diverse work fields participated in. The exploratory factor and 'intra-ESEM' analyses were confirmed the construct of silence motivation, composing 5 factors(acquiescent, defensive, disengaged, opportunistic, relational silence) the 20-items was developed to measure the construct(Study 2-1). Furthermore, 'inter-ESEM' analysis was examined the discriminant validity of scale developed by the current study with general silence behavior and voice behavior. It found that the employee silence was distinguished from general silence behavior and voice behavior(Study 2-2). Study 3 was designed for validation of silence motivation scale which developed from Study 1 and Study 2. Based on these results, the implications and limitations of this study as well as the direction for future study were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.5
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• pp.652-662
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• 2000

Most of established study about consumer behavior was directly connected abstract value with concrete purchase behavior, nevertheless several recognizable process is intervened between abstract concept and concept behavior. Of course researchers suggest hierarchical causality through means-end chain model. However empirical study is insufficient. And it's not certain whether the consumer's personal value affects actual evaluation about product attributes. Thus the purpose of this paper was to explore hierarchical causality of personal value, benefits sought and clothing product attributes and to suggest an alternative approach method. For the empircial study the data sets were collected through 150 female consumers living in Pusan and SAS and LISREL VIII were used for statistical analysis. As the result, hierarchical causality suggested by means-end chain model was positively substantiated. That is, benefits sought is differentiated according to personal value, and actual product attributes are indirectly influenced by personal value through benefits sought. Benefits sought are found to be key mediating variables.