• 한국유기농업학회지
• /
• 제31권2호
• /
• pp.117-134
• /
• 2023

This study analyzed the willingness to pay for meal kit products of Millefeuille Nabe and Gambas al-Ahiyo, and willingness to pay and purchase intentions according to various characteristics to suggest a meal kit marketing strategy that reflected consumer preference. It was found that the price of meal kits is higher than the price of individual ingredients and lower than the price of meal kits in the current market. The willingness to pay for Millefeuille Nabe is higher in the group that pursues quality and taste, and the more satisfied with the certification system, the higher their willingness to pay for both Millefeuille Nabe and Gambas al-Ahiyo. In addition, the higher the satisfaction with the pleasure, taste, and price of the meal kit, the higher the intention to purchase in the future. Therefore, to increase the willingness to pay and purchases intentions in the future, the quality of meal kit ingredients must be carefully revised and supplemented, and various products are developed and reflected in the marketing strategy.

• 수산경영론집
• /
• 제53권2호
• /
• pp.42-57
• /
• 2022

The purpose of this study was to estimate the economic values of whale watching. The data used in this study were collected with 1,599 coastal tourists and the questionnaire included contingent valuation method questions. The results show that coastal tourists obtained the benefits of about KRW 15,970 from whale watching. Further analyses were conducted to check the differences of willingness to pay for whale watching based on the three variables as follows: previous experience of whale watching and participation intention in whale watching tourism, and previous experience of cruise trips. The results indicate that the respondents, who already participated or intended to participate in this type of tourism activity, were willing to pay higher than those, who did not participated or had no intention of participation, respectively. These results imply that whale watching could be a feasible alternative to the direct consumption of whale meat. Based on the study results, we provide policy and management-related implications for whale watching programs.

• Human Ecology Research
• /
• 제60권3호
• /
• pp.443-458
• /
• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• 유통과학연구
• /
• 제18권9호
• /
• pp.77-86
• /
• 2020

Purpose: This study focused on SNS, which has been in the spotlight as a marketing tool as the number of people using SNS, to find out about the relationship between the characteristics of airline SNS marketing and the impact on brand attitude and purchasing intention. It will also identify the relationship between each factor and, in conclusion, identify the influence of SNS characteristics as marketing tools of airlines and provide direction and theoretical implications so that they can be used as effective marketing tools based on this. Research design, data: Airline SNS characteristics factors were derived from three main components: interactivity, entertainment, and convenience, four hypotheses were set up, and the SPSS Win 18.0 program and AMOS 22.0 were used to analyze the relationship between factors in a total of 333 questionnaires. Results: The airline's successful SNS marketing directly affects the airline's brand image and airline's brand attitude, and a good brand image forms a positive brand attitude for consumers and also suggests that this can lead to purchasing intentions. Conclusions: Airlines that want to successfully market SNS should pay attention to SNS characteristics and consider them in-depth, and pay attention to SNS as an important marketing tool.

• Human Ecology Research
• /
• 제62권1호
• /
• pp.181-196
• /
• 2024

This study examined the influence of perceptions of food risk and food labeling on the purchase of labeled food items and the intention to pay higher prices for safe food. Data were obtained from the Korea Rural Economic Institute's Consumer Behavior Survey for Food 2020. The analysis focused on the responses of 6,355 consumers, all of whom were mainly responsible for food purchases. The analysis investigated the moderating effect of food risk perception on the relationship between food labeling perception and the purchase of labeled food. Regarding the purchase of labeled food, statistically significant effects were noted for gender, educational level, perception of food labeling, and perception of food risk; however, the interaction effect of perceptions of food labeling and food risk was not statistically significant. With regard to the intention to pay higher prices for safe food, except for age, statistically significant effects were observed for gender, educational level, food expenditure, perception of food labeling, and perception of food risk; moreover, the interaction effect of perceptions of food labeling and food risk was significant. The results indicate that consumers reporting low food labeling perception and low purchase of labeled food were most vulnerable regarding food safety; therefore, it is necessary to provide such consumers with food label provision methods and specified education programs.

• 한국의류산업학회지
• /
• 제11권2호
• /
• pp.252-261
• /
• 2009

The purpose of this study was to investigate the influence of female university students' cosmetic purchase motivation on cosmetic attribute evaluation and brand repurchase intention. Questionnaires data of 202 female university students who had purchase experience of cosmetic product in recent 6 months through off-line were analyzed. The results are as follows. First, situational purchase motivation had a positive impact on extrinsic and economic attributes. Second, intrinsic purchase motivation had a positive impact on extrinsic, utilitarian, aesthetic, and economic attributes. Third, hedonic purchase motivation had a positive impact on extrinsic attribute. Fourth, aesthetic attribute had a positive influence on brand repurchase intention and extrinsic attribute had a negative effect on brand repurchase intention. Therefore, when cosmetic companies dealing with female university students' cosmetic product establish marketing strategies, they need to pay attention to aesthetic attribute evaluation and intrinsic purchase motivation to highten their brand loyalty.

• 공학교육연구
• /
• 제23권1호
• /
• pp.26-36
• /
• 2020

This study aims to investigate the effect of college choice factors on withdrawal intention of first-year undergraduates in STEM majors. The data for this study were collected from a national sample of 4-year institutions that participated in Collegiate Longitudinal Study funded by the National Research Foundation of Korea during 2013-2014. The data included 1,484 students in STEM majors from 30 institutions, and this study used bivariate and multivariate analytic methods to answer the research questions. This study found that while the internal dimensions of college choice showed a negative effect on the intention to dropout, external dimensions of college choice such as college environment, financial accessibility, admission possibility had a positive effect on the intention. The findings indicate that it is necessary to pay attention to college choice for enrollment management to prevent first-year undergraduates in STEM majors from dropping out.

• 한국콘텐츠학회논문지
• /
• 제19권5호
• /
• pp.426-442
• /
• 2019

본 연구는 밀침-당김-계류 모델을 기반으로 신용카드 등의 기존 결제방식에서 간편 결제로의 전환 행동 과정에서 영향 가능 요인들을 선행 연구를 통해 살펴본다. 또한 이들 요인들이 간편 결제로의 전환 의도에 어떻게 영향력을 미치는 지를 실증적으로 검증해 본다. 특히, 영향 가능 요인으로 정책 기대의 조절 효과도 검증해 본다. 연구의 결과, 밀침 요인으로서 기존 시스템에 대한 불만족, 당김 요인들로서 인지된 간편성 및 서비스 신뢰, 그리고 계류 요인들로서 감성적 인지적 관성 및 비호의적 주관적 규범이 간편 결제로의 전환 의도에 영향을 미치는 것으로 나타났다. 정책 기대는 인지된 편재성과 전환 의도 사이에서 조절 효과를 보이는 것으로 확인되었다.

• 지식경영연구
• /
• 제15권4호
• /
• pp.127-145
• /
• 2014

This study aims to examine the effects of message framing of restaurant menus on customers' perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant's cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today's foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies' social responsibilities is growing.

• 한국컴퓨터정보학회논문지
• /
• 제16권2호
• /
• pp.267-278
• /
• 2011

본 연구는 스톡옵션 부여에 관한 조직구성원의 인식이 보상 공정성, 보상만족, 그리고 조직몰입 및 이직의도와 어떠한 관계를 보이는 지를 조사하였다. 스톡옵션 부여에 관한 조직구성원의 인식은 주로 스톡옵션의 부여주식수와 부여인원수에 대해 느끼는 개인적 지각에 기초하였다. 그리고 구성원이 인식한 스톡옵션의 부여주식수와 부여인원 수에 따라 해당 구성원의 공정성 지각과 직무태도, 이직의도에 차이가 있을 것이라고 예측하였다. 이 점에서 본 연구는 스톡옵션의 부여인식에 따라 구성원의 태도에 어떤 효과를 동반하는 지를 살펴보는 탐색적 연구이다. 실증분석을 위하여 국내 상장기업, 협회등록법인, 국내 외국기업의 종업원을 편의추출 표본방식으로 조사하였다. 조사는 총 10개 기업에 150부의 설문지를 배포하여 115부를 회수하였고, 이중 중심화 경향이 두드러진 설문지를 제거한 후 113부의 응답자료를 최종분석에 활용하였다. 연구의 실증분석 결과에 의하면 첫째, 스톡옵션 수혜자가 자신의 스톡옵션 부여주식 수가 많다고 인식하는 경우 지각된 분배공정성은 함께 증가하는 관계성을 보이고 있었다. 특히, 조직내 스톡옵션 부여인원수가 적은 상태에서 부여주식 수가 증가하면 스톡옵션의 수혜자는 분배공정성을 가장 높게 지각하였다. 둘째, 조직 내 스톡옵션의 부여인원 수가 증가한다는 지각은 보상에 대한 절차공정성을 높이는 방향으로 작용하였다. 특히, 스톡옵션의 부여인원수는 많지만 부여주식수는 적은 경우에는 절차공정성이 가장 높게 나타나고 있었다. 셋째, 스톡옵션의 부여에 대한 지각에 따라 조직몰입이나 보상만족, 그리고 이직의도에는 유의미한 차이가 발견되지 않았다. 연구의 결과를 해석해 볼 때 스톡옵션제는 구성원의 공정성에 유의미한 차이를 발생하고 있었으나 아직 이러한 지각의 차이가 조직몰입이나 이직의도, 보상만족으로 연결되는 효과를 나타내고 있지는 않았다. 이는 스톡옵션제의 도입이 국내기업에 비교적 최근에 이루어져서 아직 제도적인 정착이 불완전한 점과 외환위기 이후 주식시장의 상황이 기업외적 요인에 따라 영향을 받았던 점에서 그 이유를 추론할 수 있을 것이다.