• Journal of Korea Multimedia Society
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• v.25 no.4
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• pp.628-639
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• 2022

Starting from the content types of video advertisements produced by social media users, this paper conducts a comparative study on the information and entertainment video advertising effects of the same product, to help video producers achieve better advertising effects when facing different products. Experimental results show that. In Garment, the information is higher than that of entertainment in terms of advertising cognition. In terms of advertising attitude and purchase intention, the entertainment is higher than that of information; in food, the entertainment is higher than that of information in terms of advertising cognition, advertising attitude, and purchase intention; in household items, the entertainment is higher than that of information; in terms of advertising cognition and purchase intention, the information is higher than that of entertainment; in terms of advertising attitude, the entertainment is higher than that of information; in cosmetics, the information is higher than that of entertainment in terms of advertising cognition; in terms of advertising attitude and purchase intention, the entertainment is higher than that of the information; in digital accessories, the information is higher than that of the entertainment in terms of advertising cognition, advertising attitude and purchase intention.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.47 no.2
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• pp.153-163
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• 2011

The main purpose of this study is to understand the marketing approaches and strategies that are used to disseminating biodegradable fishing gears and distinguish the cognition and the non-cognition group's attitudes on the product. We used a technology acceptance model for analyzing product attributes and its impacts on fishers' purchase. The result of this research shows that 'perceived usefulness and easiness of use' have positive effect on 'purchase intention,' and then give impacts on 'purchase intention' for the entire respondents. For the cognitive respondents these factors have influence on 'attitude' but they do not affect 'purchase decision.' However, 'perceived usefulness and easiness of use' have much positive impact on 'purchase intention.' In the non-cognition group, the 'perceived intention' and 'company and country of manufacturers' have direct positive effect on 'purchase intention' through 'attitude' and also 'on 'purchase intention.' This research provides some meaningful policy implications on further development and technology marketing of biodegradable fishing gears.

• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.394-402
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• 2017

This study evaluated how fresh pear cognition variables influences the purchase of primary and secondary products to promote pear consumption. The survey was performed online using 200 consumers who have consumed pears. Consumers' cognition was classified into two groups, one that was more favorable toward fresh pears and one that was less favorable. The cognition toward pear significantly affected the attitude (p<0.001) and purchase intention (p<0.001) toward fresh pear. When consumers bought fresh pear, sweetness was most important among the selection attributes to both groups, and the most common reason why consumers liked the pear analyzed by check all that apply (CATA) was also sweet taste. However, the negative group did not prefer fresh pear because of taste and texture, so those qualities should be well-controlled. In addition, cognition toward primary products influenced liking and purchase intention of processed pear products, especially beverages (p<0.001), bakeries and sweets (p<0.05). Therefore, these types of secondary products should be developed based on consumers' demands.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.866-876
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• 2013

For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.

• Culinary science and hospitality research
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• v.20 no.5
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• pp.43-51
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• 2014

The purpose of this study is to assess the sanitation level and purchase behavior of fishery products, and to identify management conditions of bad smell from cooking fish at home as perceived by housewives in a metropolitan area. Frequency analysis, descriptive analysis, and cross-tabulation analysis were employed as statistical techniques for current study. Total 270 were collected from housewives. The statistical variables included the kinds of cooking oil and the age of housewives, the types of hoods for fish roasting, the types of covers for fish grills, the number of family, the ventilation methods, and the maintenance of kitchen utensils based on family incomes, and they showed statistically significant differences(p<.05). Furthermore, the housewives whose sanitary cognition level for fishery products was high, the housewives whose level of purchase attitude was relatively high, and the housewives who utilized specialized kitchen utensils demonstrated statistically significant differences(p<.05). It resulted from the assessment of such actual conditions as difference of culinary environment according to the sanitation level of fishery products, the level of purchase attitude, and whether the housewives utilized special kitchen utensils or not. The more efforts were proved from those who had the intentions for improvement of an amenable culinary environment at homes, according to the higher income obtainers, the smaller nuclear family, the younger generation, whether the housewives utilized special kitchen utensils or not, and those who had the higher sanitary cognition level of fishery products. The above results were derived from an individual lifestyle or a dietary lifestyle, but eventually this seems to be related with the propensity and values hierarchy of individuals.

• Asia Marketing Journal
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• v.26 no.2
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• pp.90-103
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• 2024

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where online shopping is most prevalent. Both theoretical and practical implications are discussed.

• Asian Journal of Business Environment
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• v.12 no.2
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• pp.29-41
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• 2022

Purpose: In the era of sustainable development, the role of consumers and businesses has become increasingly important by demonstrating the importance of social and environmental issues. Accordingly, firms widely adopt cause-related marketing to fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing with perspectives of the sustainable development goals (SDGs) and instrumental conditioning. Research design, data and methodology: Proposed research questions include effects of cognition, emotion, sustainability, and business ethics on attitude, effects of attitude on purchase intention, and effects of intention on satisfaction. This study collected the data via an online survey and applied factor and regression analysis. Results: Findings indicated that factors affect attitudes differently in cases of cause-related marketing with SDGs and instrumental conditioning. The results of this study found that business ethics affects consumer attitude and differ based on types of cause-related marketing. This study found that attitude positively affects purchase intention that also affects expected satisfaction. Conclusions: By applying perspectives of SDGs, findings of this study provide implications to producers, marketers, and policymakers to promote and achieve sustainability. In particular, the results found that business ethics should be more addressed to fulfill customer attitude.

• Journal of the Korea Society of Computer and Information
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• v.29 no.5
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• pp.75-83
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• 2024

The purpose of this study is to analyze the relationship between consumption value, advertisement acceptance attitude, and purchase intention according to the MBTI personality type. The results of a survey and analysis targeting the MZ generation with experience in purchasing digital products are as follows. 1.There was no difference between consumption value and advertisement acceptance attitude according to the MBTI personality type. 2. Among the consumption values, Factors of rarity value and emotional value had an effect on purchase intention. 3. Among the attitude of accepting advertisements, advertising favors, information trust and negative cognition had a positive effect on purchase intention. Accordingly, providing advertising content including information and interest about digital products is considered effective in marketing of the MZ generation, which represents flex consumption and minus-out consumption.

• Asian Journal of Business Environment
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• v.2 no.2
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• pp.13-21
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• 2012

Purpose - The purpose of this research was to suggest purchasing decision factors through understanding the context of purchasing behavior and to figure out variables related to purchasing decision, purchasing cognition, and attitude. Research design / data / methodology - By random sampling, 200 consumers who are over 20, have purchased Digital·home appliance on TV home shopping, and have lived in the Seoul area were chosen as sample subjects. Questionnaires data were obtained from all subjects by self-administration method. Results - Result of analysis could be summarized as following. Analysis of the cognition of digital/home appliance product features, and influence of digital/home appliance product feature to purchasing intention are presented in the following order; price (3.50), diversity (3.10), brand (3.00). Also, analysis of the cognition of TV home shopping feature and influence of TV home shopping feature to purchasing of digital/home appliance are presented in the following order; awareness (3.63), safety of delivery (3.38), safety of transaction (3.28), product test (3.27). Conclusions - Purchasing attention of TV home shopping features presented difference in awareness, safety of delivery, safety of transaction, and product testing factors. In order to vitalize home shopping, impossibility of quality confirmation should be overcome and reinforcement of brand power should be considered.

• Fashion & Textile Research Journal
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• v.14 no.3
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• pp.430-437
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• 2012

This study analyzed the sensibility of eco-friendly fabrics for college students and investigated their attitude on environmental problems, trust reliability onto eco-apparel products, and their purchase state. We tested 6 eco-friendly fabrics (recycled polyester, organic cotton, green tea, charcoal, bamboo, and nettle) through a survey using the Likert scale of 12 polar sensibility words. Most fabrics showed feelings that were smooth, natural, female, and country these were followed by fashion, cheap, functional, sustainable, warm, and vintage. In addition, nettle fabric showed 'rough' feeling, and recycled polyester fabric showed an 'artificial' feeling. Correspondence analysis showed the distance and direction between fabric types and sensibility words with a 2D diagram where the X axis was named with 'Soft <-> Hard' and Y axis was with 'Environmental <-> Manmade' to represent the relationship between fabric types and the sensibility words. According to the results of the multiple regression analysis, the cognition level of the consumer for environmental problems was found to be the most influential variable on the loyalty purchase of eco-friendly products; however, the trust reliability level of consumer onto eco-friendly apparel products was found to be the most influential variable on the conditional purchase of eco-friendly apparel products.