• 산업진흥연구
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• 제8권3호
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• pp.181-199
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• 2023

전자상거래는 전통적인 그래픽 및 텍스트 형식에서 짧은 동영상 및 라이브스트리밍 형식으로 업그레이드되고 있다. 라이브 전자상거래는 정보전달 및 상품전시의 내용과 형식을 풍부하게 하고 소비자의 쇼핑경험을 향상시키며 점차 새로운 소비패턴이 되고 있다. 그러나 생방송 전자상거래의 발전에는 허위선전, 위조상품, 각종 부정적인 사건 등으로 라이브스트리밍 전자상거래에 대한 소비자의 신뢰도에 심각한 영향을 미치고 있다. 신뢰는 라이브스트리밍 전자상거래의 핵심 경쟁요소이다. 본 논문에서는 신뢰이론에 대한 선행연구를 기반으로 라이브커머스의 "사람, 상품, 장면" 특성 요소를 결합하여 라이브커머스의 신뢰도 모형을 구축하고 가설을 세웠다. 설문조사를 통한 데이터 수집, 라이브커머스의 특성, 쇼호스트 특성, 브랜드 이미지, 제품 정보, 플랫폼 평판, 라이브 상황 및 신뢰성 경향 등의 요인이 소비자 신뢰도에 높은 긍정적인 영향을 미친다는 것을 증명하였다. 연구결과로 매장특성지표를 구축하고, 바람직한 쇼호스트의 특성을 창출하며, 제품브랜드를 구축하고 선택하고, 제품정보를 유지하며, 특성에 적합한 라이브 플랫폼을 선택하고, 라이브 상황에 적절한 컨텐츠를 창출하는 등을 제언하였다.

• 한국의류학회지
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• 제40권3호
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• pp.409-426
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• 2016

This study examined consumers' regret after purchasing fashion goods. We identified product and situational characteristics that influence regret as well as the relationship between regret and its result variables, dissatisfaction, regret solving effort and repurchase intention. We collected 642 copies of questionnaires, distributed to females in their 20's to 40's online from March $18^{th}$-$25^{th}$, 2010. Data was analyzed using SPSS 14.0 and LISREL 8.50. The major findings of the study were as follows. First, total five factors of product characteristics (called negative evaluation for value price, expectation difference, design/coordination, size/fitness and quality) were identified and three factors of situational characteristics (called sale/inaction, time pressure/shopping companion, and impulsive buying) were investigated. Regret was significantly effected by negative evaluation for value price, design/coordination, size/fitness, quality except negative evaluation for expectation difference in product characteristics and impulsive buying and situational characteristics. The results indicated a significant relationship between regret, dissatisfaction, regret solving effort and repurchase intention. These were the result to implicate that a consideration for the feeling of regret that influenced consumer satisfaction and dissatisfaction should be made from the aspect of marketing strategies.

• 가정과삶의질연구
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• 제5권2호
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• pp.109-125
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• 1987

Previous studies show that working wives in the market contribute to the family economy that affects the family member's behaviors as consumers. Accordingly, the consumer behavior among working wives would be differ form that among nonworking wives. As the number of working wives in the market is increasing, this study focuses on the estimation of the degree of rationality in purchasing decision making among wives in relation to their working status. Therefore, this study attempts to construct an rationality index of a purchasing decision making both at a high and a low involvement situation by working and nonworking wives, and analyzes the differences in the results of the two groups. This study also examines how the rationality indices vary with the selected socioeconomic variables. The data are obtained from self-administered questionnaires from a sample of 217 working and 191 nonworking wives at Seoul and Seongnam in 1986. The statistical methods used in this study are Factor Analysis, Multiple Regression, and Analysis of Variances. The major findings of this study are as follows; 1) The mean value of the rationality index among nonworking wives is higher than that among working wives. Under a high involvement situation, the mean value of the rationality index among working wives is negative. Therefore, it is likely that nonworking wives make purchasing decisions more rationally than working wives. 2) The higher the degree of wive's education, the more rational the purchasing decision making. Under a low involvement situation, the higher the monthly family income, the more rational the purchasing decision making . under the same situation, the shorter the duration of marriage , the more rational the purchasing decision making. 3) Under a low involvement situation, the rationality indices of working wives vary with their occupations. The rationality indices among those in selling and service jobs are lower than those among those in professional jobs. 4) The impact of the selected socio-economic variables on the degree of the rationality in purchasing decision making differs depending on whether the wife is working or not. Under a low involvement situation, the positive impact of the monthly family income on the rationality in purchasing decision making is stronger among nonworking wives than among working wives. Under the same situation, the negative impact of the duration of marriage on the rationality is stronger among nonworking wives than among working wives.

• 가정과삶의질연구
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• 제32권5호
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• pp.87-105
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• 2014

The purpose of this study was to investigate the factors associated with instrumental support (i.e., economic and practical support) from parents to their adult children. We examined both parents' attitudes toward instrumental support for adult children and parents' actual provision of instrumental support. From the data of the 2010 second National Survey of Korean Families, we selected 532 mothers and 524 fathers who were married and had at least one adult child aged over 25. Multiple regression analyses by the parents' gender showed that fathers were more likely to agree with instrumental support for adult children in general when they had unmarried children, had a lower household income level, had a lower evaluation of their socio-economic class, were satisfied with their own household economic situation, had positive attitudes toward caregiving for elderly parents, and were satisfied with their couple relationships. For mothers, they were more likely to agree with instrumental support for adult children in general when they had positive attitudes toward caregiving for elderly parents, were satisfied with their couple relationships, and perceived their child as someone to rely on in times of difficulties. Our analyses of the actual provision of support indicated that fathers tended to provide more support when they perceived that they were healthy, had unmarried children, were less satisfied with their household economic situation, had negative attitudes toward child-rearing, and reported a higher quality of parent-child relationship. For mothers, they were more likely to provide actual support when they were healthy, had unmarried children, had a higher level of household income, were financially preparing for later life, and less satisfied with their couple relationships. The findings of this study imply that it is imperative to distinguish the attitudes toward support from the actual provision of support and to also consider parents' gender in the literature on instrumental support for adult children.

• 아태비즈니스연구
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• 제15권1호
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• pp.209-223
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• 2024

Purpose - This article analyzes the impact of macroeconomic variables of the United States, China, and Korea on KOSPI and VKOSPI, in that United States and China have a great influence on Korea, having an export-driven economy. Design/methodology/approach - The influence of US, China, and Korea interest rates, industrial production index, consumer price index, US employment index, Chinese real estate index, and Korea's foreign exchange reserves on KOSPI and VKOSPI is analyzed on monthly basis from Jan 2012 to Aug 2023, using multifactor model. Findings - The KOSPI showed a positive relationship with the U.S. industrial production index and Korea's foreign exchange reserves, and a negative relationship with the U.S. employment index and Chinese real estate index. The VKOSPI showed a positive relationship with the Chinese consumer price index, and a negative relationship with the U.S. interest rates, and Korean foreign exchange reserves. Next, dividing the analysis into two periods with the Covid crisis and the analysis by country, the impact of US macroeconomic variables on KOSPI was greater than Chinese ones and the impact of Chinese macroeconomic variables on VKOSPI was greater than US ones. The result of the forward predictive failure test confirmed that it was appropriate to divide the period into two periods with economic event, the Covid Crisis. After the Covid crisis, the impact of macroeconomic variables on KOSPI and VKOSPI increased. This reflects the financial market co-movements due to governments' policy coordination and central bank liquidity supply to overcome the crisis in the pandemic situation. Research implications or Originality - This study is meaningful in that it analyzed the effects of macroeconomic variables on KOSPI and VKOSPI simultaneously. In addition, the leverage effect can also be confirmed through the relationship between macroeconomic variables and KOSPI and VKOSPI. This article examined the fundamental changes in the Korean and global financial markets following the shock of Corona by applying this research model before and after Covid crisis.

• 유통과학연구
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• 제20권3호
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• pp.95-106
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• 2022

Purpose: This study aims to verify the effects of omnichannel characteristics on pleasure, resistance and repurchase intention in the omnichannel situation in order to provide the innovative commercial business. Research design, data and methodology: The study examined relations between research concepts centered on previous studies, set hypotheses, developed a research model, and verified the model through a questionnaire survey. A total of 297 questionnaires were used for the final analysis, excluding the questionnaires showing insincere or outliers. Results: First, Omnichannel showed multi-dimensional characteristics consisting of consistency, innovation, economy, and integration. Second, innovation and economic feasibility had a positive effect on pleasure. Third, only economic feasibility had a negative effect on user resistance. Fourth, consumers' shopping pleasure had a negative effect on user resistance. Fifth, repurchase intention of consumers was positively affected by innovation. Conclusions: This research contributed to extend academic framework of distribution research by examining causal relationship through adoption of economic and innovation factors as new characteristics from the integrated perspective beyond the research frame of the existing omnichannel distribution environment. Companies should provide meaningful experiences by resolving concerns about side effects caused by human-computer interaction and providing smart information that matches the products most suitable for consumer needs.

• 가정과삶의질연구
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• 제27권4호
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• pp.103-116
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• 2009

This study aims to investigate the process of family distress to family crisis in multi-cultural families based on Hill's ABCX model. For this study, the qualitative study with depth interview was conducted with 8 multi-cultural families(e.g. husband, wife, child and elderly parent). The depth interview contents were marriage process, family relation or family interactions, social adaptation process, and social services needs. Results showed the followings: First, multi-cultural families had multiple distressors so that these distressors made multi-cultural families vulnerable to family crisis. Second, Hill's ABCX model explained the process of family distress to family crisis in the multi-cultural families in that they had few resources(both individual resources and family resources) and even worse they had negative cognitions about their own multi-cultural family systems. This situation made them difficult to solve their problems and to cope with their distressors. Third, major distressors in multi-cultural families were founded in this study. These were different cultural gap, communication difficulties, social discrimination to multi-cultural families, and lack of social support networks. Discussion will address suggestions about effective family policies for multi-cultural families in order to make them resilient to family crisis and help to well-adjusted in the korean society.

• 한국의류학회지
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• 제39권4호
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• pp.613-624
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• 2015

This study examined: 1) the effect of store density on perceived crowding 2) the difference of perceived price benefit of sale by store density 3) the effect of perceived price benefit and store density on perceived crowding and 4) the effect of perceived crowding and price benefit on shopping behaviors. Store density and perceived crowding were categorized into social and spatial dimensions. Data were collected with 6 (high, medium, and low social and spatial densities) * 2 (sale and no-sale) between-subjects experimental designs. A total of 395 responses were analyzed. The results revealed that social density affected social crowding, but spatial density had no effect on perceived crowding. Price benefit of sale was not different by store density. The sale itself did not affect perceived crowding. Under the social density situation, perceived price benefit reduced spatial crowding and social crowding showed a positive effect on purchase behavior while spatial crowding had a negative effect. However, the most important effect on purchase behavior was price benefit. The study implies that social density (not spatial density) is important for consumer behavior and retail strategies.

• Asia Marketing Journal
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• 제17권4호
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• pp.105-123
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• 2016

Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to better marketing, it behooves firms to determine the right conditions that foster more effective CSR. It is in that vein that this study aims to add to the growing body of marketing and CSR literature through a series of experiments that examines the dynamics between prior attitude toward the company, the fit between the company and the CSR cause, and consumers' accessible thoughts. This study finds that the prior corporate reputation has an impact on how consumers evaluate the CSR activities of companies. Moreover, we show that the degree of accessible thoughts and their valence can change the moderating effect of the fit between the company and the CSR cause. This is because negative information is perceived as being more diagnostic than positive information in an evaluation situation. We demonstrate that companies that have lower prior public reputations can improve the evaluation of their CSR activities in two major ways: (1) by finding CSR causes that have a lower fit with their business, or (2) by providing information that allow consumers to access more positive thoughts about the CSR activity.

• 한국의류산업학회지
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• 제17권5호
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• pp.770-780
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• 2015

This study intended to explore fundamental causes affecting consumers' response actions from psychological factors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a virtual online shop in order to measure consumers' cognitive and emotional psychological responses they experienced when goods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjects were randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)${\times}2$(product assortment similarity: similar vs. dissimilar)${\times}2$(restocking cue: included vs excluded)). The number of final data used for the analysis was 336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that consumers' psychological responses (emotions, psychological reactance) of online shops differed by means of varying stockout situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand, there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashion store, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysis result, interaction effects between stockout size and restocking cues, product stockout size and product assortment for psychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion between stockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactance for substitute were significant when product assortment was dissimilar and restocking cue was exclude.