• Journal of Korean Home Economics Education Association
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• v.11 no.2
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• pp.27-38
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• 1999

The aim of this study is to identify needed consumer education changes through the analysis of the consumer education in elementary schools. The findings of this study are：1. The current situation of elementary school consumer education was examined through analysis of the curricula of elementary schools. 2. Teacher attitudes and perceptions toward elementary school consumer education were also examined. Although the elementary school teachers clearly understood the importance of consumer education, the problem is that a training workshop or program has not been provided for them. This deficiency needs to be addressed quickly. 3. The third part of the study consisted of an analysis of the curriculum of the 11 Teacher’s Colleges in Korea. This partof study revealed that consumer education was not systematically addressed at Teacher’s Colleges. This finding suggests that it is important to have an included with other opening lecture on consumer education, cultural subject. The content of the consumer education must be positively emphasized and applied systematically.

• Human Ecology Research
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• v.58 no.4
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• pp.517-537
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• 2020

This study investigated how consumers and company employees differ in their perceptions of boycotts based on the co-orientation model. Regarding the reasons of boycotts, consumers take both consumer damage cases and unethical conduct equally seriously, while company employees take consumer damage cases more seriously than unethical conduct. Consumer perceptions of the necessity for boycotts was higher than company employees, while employees were more aware of the negative impact of boycotts than consumers. Based on the co-orientation model, we examined how consumers and employees estimate differences in their perceptions of boycotts. The results showed that consumers and company employees are not accurately aware of each other's perceptions. Lastly, logistic regressions were conducted to identify the factors affecting three types of participation: online opinion expression, personal non-purchasing, and persuading other people to join the boycotts. The results showed that male consumers are more likely to participate in online opinion expression; consumer perceptions of effectiveness of boycotts and the perceived severity of consumer damage increase the likelihood of participation in online opinion expression. Consumer perceptions of the necessity of boycotts and their opinion leadership increased the likelihood of non-purchasing. Finally, consumers with higher opinion leadership and female consumers were more likely to encourage others to take part in boycotts. In addition, consumers are more likely to persuade others to join the boycotts if they have stronger beliefs that companies will not seriously consider consumer problems.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of Korean Home Economics Education Association
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• v.11 no.2
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• pp.39-50
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• 1999

The aim of this study is to identify needed consumer education changes through the analysis of the consumer education in elementary schools. The findings of this study are：1. The current situation of elementary school consumer education was examined through analysis of the curricula of elementary schools. 2. Teacher attitudes and perceptions toward elementary school consumer education were also examined. Although the elementary school teachers clearly understood the importance of consumer education, the problem is that a training workshop or program has not been provided for them. This deficiency needs to be addressed quickly. 3. The third part of the study consisted of an analysis of the curriculum of the 11 Teacher’s Colleges in Korea. This partof study revealed that consumer education was not systematically addressed at Teacher’s Colleges. This finding suggests that it is important to have an included with other opening lecture on consumer education, cultural subject. The content of the consumer education must be positively emphasized and applied systematically.

• Journal of Fashion Business
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• v.13 no.3
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• pp.62-76
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• 2009

The purpose of this study is to identify apparel consumers' immoral shopping behaviors from apparel retail sales associates' perspectives. As a first step to understand immoral consumer behaviors in apparel retail setting, the study took an exploratory approach using five focus-group interviews with 35 apparel salespeople. The immoral behavior of fashion (product) consumers was divided into two categories: one was the immoral behavior associated with the product, and the other was the immoral behavior relative to the consumer. The immoral behavior associated with the product was classified into three types: shoplifting, inappropriate returns, and damaging to merchandise. Immoral behavior relative to the consumer was classified into two types: abusive behavior by a consumer toward sales associates and excessive demand. Although, shoplifting was the primary immoral behavior mentioned by all interview participants, most sales associates failed to recognize shoplifting as a serious criminal behavior. Another commonly mentioned immoral consumer behaviors was retail borrowing, which may pose serious problems to the fashion industry. The findings of this study will provide a basis for approaches that may help decrease immoral consumer behavior at fashion retail stores and provide a basis for developing materials for consumer education over the long term.

• International journal of advanced smart convergence
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• v.11 no.1
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• pp.76-86
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• 2022

The purpose of this study is to provide insights into live streaming consumer purchase intention by drawing on congruence between consumer and influencer factors and live shopping contents factors during the spread of COVID-19. We surveyed 348 individuals who have watched Fresh Hema's live streaming. SPSS and AMOS were used for data analysis. We determined that only actual congruity between influencer and consumer significantly influenced the consumer social experience. On the other hand, both the informativeness and entertainment value of live shopping contents positively impacted the consumer social experience. Additionally, social experience was significantly related to consumer co-experience and purchase intention. Moreover, the significant mediation effect of social experience was found amongst congruence between consumer and influencers, live shopping contents, co-experience, and purchase intention.

• Management & Information Systems Review
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• v.36 no.2
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• pp.113-132
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• 2017

This research focuses on the effect of consumer's innovativeness and the trust in other domain affecting the intention to use mobile payment services. The result of this paper reveals that consumer's innovativeness has both a direct impact on the intention to use mobile payment services and a indirect impact. Relative advantage and image play a mediating role between consumer's innovativeness and the intention to use mobile payment services. Moreover, the study reveals that the trust in other domain not only directly affects on the intention to use mobile payment services but also indirectly affects by mediating relative advantage, image, and perceived risk. This study indicated that a customer's established trust in other domain influences his or her trust in mobile payment services. Electronic payment service providers should consider that the trust-building process encompasses other domain as well as mobile relationships. And electronic payment firms should do their best to reduce customers' perceptions of risk.

• Journal of the Korean Home Economics Association
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• v.50 no.5
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• pp.101-113
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• 2012

This study aims to examine consumer product safety search levels, as well as their response to safety-oriented behavior change, in a bid to use the results in the diverse policy formulation of government and business, and as basic data for securing consumer safety. The findings of this study are outlined as follows. First, for consumer safety information search access and reliability, in the case of access, accessibility via TV and other press media was high, while accessibility via education (seminars, lectures, practice and campaigns) was low. Second, consumer safety-oriented behaviors were examined before and after purchasing products; there was a significant difference associated with monthly income prior to buying products. Third, in order to determine the influence of variables related to consumer safety-oriented behaviors, consumer safety-oriented behaviors as a dependent variable underwent regression analysis; information search access and reliability, and monthly income were found to significantly influence consumer behavior.

• Human Ecology Research
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• v.53 no.2
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• pp.143-155
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• 2015

This study analyzed domestic consumers' perceptions of and participation in consumer boycotts and its relation to ethical consumerism by surveying 1,000 people aged 20 or more with an on-line questionnaire. Collected data were analyzed in terms of frequency, factor analyses, cluster analysis, ${\chi}^2$, and one-way analysis of variance. The research findings are summarized as follows. First, consumers had an average (or higher) perception level of consumer boycotts and were categorized into consumer boycott groups of pursuit of self-realization, achievement of results, and pursuit of rationality according to perception patterns of consumer boycotts. Second, the consumer boycott group of self-realization exhibited a high intention for participation in economic and ethical consumer boycotts and was active in all aspects compared to other groups; in addition, the consumer boycott group of results achievement was in the lowest level of ethical consumerism with a low intention for participation in consumer boycotts and ethical consumer boycotts along with the lowest perception level for consumer boycotts as ethical consumption. The consumer boycott group of rational pursuit was comparatively skeptical about the influence of consumer boycotts and with a low level of deontological ethical consumerism. They had additional doubts about the effectiveness of consumer boycotts despite being active participants. The study contributes to the establishment of an ethical consumer behavior theory by investigating connections between the perception patterns of and participation in consumer boycotts as well as ethical consumerism as consumer boycotts conceptually expand as a form of ethical consumption.

• Korean Journal of Rural Living Science
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• v.6 no.2
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• pp.151-161
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• 1995

The objective of this study is to analyse consumption problems of the rural poor households. This is a succeeding work to the previous report on economic resource problems. Data from 154 rural poor house holds and 290 rural non-poor households were analysed to comprehend their consumption practices, financial management ability, consumer competence of homemakers, and market environments. The major findings and conclusions are as follows : 1. The rural poor households had deficit of 30, 000 won per month. They perceived relative importance of the educational expenses and food expenses and heavier pressure of educational expenses and light and water expenses than other items. 2. The rural poor households evaluated their financial management ability average like non-poor households but their level of consumer competence was lower than other households. This means their consumer efficiency is relatively low. 3. The rural poor households had similar grade of market environments to non-poor households. This is significantly different from urban households.