• 지능정보연구
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• 제25권1호
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• pp.139-161
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• 2019

전자상거래 시장의 이용이 보편화 되며 고객들에게 좋은 품질의 물건을 어디서, 얼마나 합리적으로 구매할 수 있는지가 중요해졌다. 이러한 구매 심리의 변화는 방대한 정보 속에서 오히려 고객들의 구매 의사결정을 어렵게 만드는 경향이 있다. 이때 추천 시스템은 고객의 구매 행동을 분석하여 정보 검색에 드는 비용을 줄이고 만족도를 높이는 효과가 있다. 하지만 대부분 추천 시스템은 책이나 영화 등 동종 상품 분류 내에서만 추천이 이뤄진다. 왜냐하면 추천 시스템은 특정 상품에 매긴 구매 평점 데이터를 기반으로 해당 상품 분류 내 유사한 상품에 대한 구매 만족도를 추정하기 때문이다. 그밖에 추천 시스템에서 사용하는 구매 평점의 신뢰성에 대한 문제도 제시되고 있으며 오프라인에선 평점 확보 자체가 어렵다. 이에 본 연구에서는 일련의 문제를 개선하기 위해 RFM 다차원 분석 기법을 활용하여 기존에 사용하던 고객의 구매 평점을 객관적으로 대체할 수 있는 새로운 지표의 활용 가능성을 제안하는 바이다. 실제 기업의 구매 이력 데이터에 해당 지표를 적용해서 검증해본 결과 높게는 약 55%에 해당하는 정확도를 기록했다. 이는 총 4,386종에 달하는 이종 상품들 중 한번도 이용해 본 적 없는 상품을 추천한 결과이기 때문에 검증 결과는 상대적으로 높은 정확도와 활용가치를 의미한다. 그리고 본 연구는 오프라인의 다양한 상품데이터에서도 적용할 수 있는 범용적인 추천 시스템의 가능성을 시사한다. 향후 추가적인 데이터를 확보한다면 제안하는 추천 시스템의 정확도 향상도 기대할 수 있다.

• 한국식품조리과학회지
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• 제32권3호
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• pp.333-341
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• 2016

Purpose: In this study, we comparatively investigated the nutrition knowledge, dietary attitude, and dietary behavior related to salt according to the types of dietary life style for differences between the groups. Methods: The survey was conducted between May 1 to July 31, 2014 among 500 adults aged >19 years in Seoul, Gyeonggi-do and Chungcheong-do areas. Results: Factor analysis of the dietary life style, indicated 4 factors including food convenience factor, food information emphasis factor, behavior factor of pursing food taste, and food purchase standard factor, which were classified into 3 groups according to differentiated dietary life style types; group 1 emphasized convenience and diversity of food, and price sensitiveness. and included subjects who had low interest in health and nutrition and were less likely to take care of their health through regular exercise,; group 2 emphasized food ingredients, food additives, usage and food purchase standards. and included subjects who were more likely to take care of their health through exercise and showed lower intake of fast food and less cases of eating out.; and group 3 showed relatively higher tendency toward dietary life style factors than the other two groups. The level of nutrition knowledge in sodium intake differed according to dietary life styles, and showed a significant difference in the dietary practice of sodium intake. Conclusion: Nutrition education on the healthy dietary habit of reducing sodium intake be based on ge and gender. In addition, an effort is required to improve behavior, interest, and attitude according to the important tendencies of the dietary life style.

• 한국의류학회지
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• 제31권9_10
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• pp.1373-1383
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• 2007

The purpose of this study is to find out the dimensions of kidult fashion emotion and identify the influence of socio-psychological characteristics(nostalgic orientation, change inclination, and self-esteem) on kidult fashion emotion. 'Kidult', composite of kid and adult is indicating a group of people who feel nostalgic for and feel attachment to the products that they have been used in their childhood. A questionnaire was prepared in the survey and a total of 474 women in their twenties and thirties who had purchased the kidult fashion products were selected. The research findings are as follows: 1. Kidult fashion emotion can be classified as 5 factors: pursuits of fashion emotion, seeking girlish image emotion, preference for character emotion, seeking fun emotion, and past oriented emotion. 2. Socio-psychological variable that affected kidult fashion emotion is turned out change inclination. 3. The higher the seeking girlish image and pursuit of fashion emotion tendencies, the more they purchase the kidult fashion products. Based on these results, kidult fashion emotions are not the attachment to the past but positive expression of self and individuality.

• 동아시아경상학회지
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• 제8권3호
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• pp.37-42
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• 2020

Purpose - Research on the mechanism by which tasting affects the purchase of related products and related products is still insufficient. Therefore, it is necessary to make good use of marketing practically how tasting affects taste and leads to consumption behavior. Research design, data, and methodology - First, we provide tasting sampling for people with different impulsive purchasing tendencies and check whether this leads to purchasing behavior in the future. Second, it is necessary to measure 'face (or notion of courtesy)', which is a characteristic of Koreans, as a moderating variable for the effect of sampling. Third, it is proposed to look at how the effect of sampling appears differently over time. Results - First, it is necessary to pay attention to the factors influencing the sampling effect in the product group that cannot produce a tasting situation such as general food or beverage. Second, research results may not apply to all actual marketing. Conclusions - This study is judged to have contributed to resolving the question of whether the distribution store's tasting promotion is more effective and lasts longer than other promotions. It also suggested the possibility that the effect of tasting could be changed depending on whether the amount of tasting was limited or the subjects of tasting.

• International journal of advanced smart convergence
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• 제10권4호
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• pp.38-44
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• 2021

The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

• 복식문화연구
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• 제6권1호
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• pp.94-109
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• 1998

The objective of this study is to measure self-image of adolescence, analyze empirically clothing-purchasing-behavior of adolescence and clarify correlation of two variables, self-image and clothing-purchasing-behavior. For this purpose, the techniques involve theoretical studies and researches based on historical obtained from previous related studies and surveys, 431 high school female students who reside in Seoul are asked to answer selected survey questions to examine three aspects, clothing-purchasing-behavior, self-image and demographics. The evaluation of surveyed information is analyzed by statistical techniques to improve the accuracy of data. Statistical methods used are as follows; Descriptive(frequency, mean, percentage), Factor Analysis(varimax rotation), Crosstabs(Chi-square), T-test, One-Way ANOVA< Correlation Analysis, Reliability Analysis and Duncan's Multiple Range Test. The mjor results of this study were as follows: Firstly, there is a discrepancy between real self-image and ideal self-image. Furthermore more significant differences is seen from physical aspects than psychological aspects. Consequently, research proves that the difference derived from their ideal situation and real situation leads to psychological unstableness. In addition, making their real self-image is dependent upon several elements such things as family economic level, pocket money, expenditure on clothing. Therefore, it is critical to combine all factors in order to decide how much to spend for children's clothing and pocket money in parents point of view. Secondly, research shows that shows hat there is correlated relationship between average expenditure on clothing and presence of mother's job. Average expenditure on clothing is, generally, influenced by vogue which is tend to be changed seasonally. It, also, shows that there is positive linear regression between expenditure on clothe and sensitivity for vogue. That is to say, dependent variable, expenditure on clothing, is varied as independent variable, sensitivity for vogue, changes. Female high school students are likely to give much value on brand. Moreover people who are spending more money on clothes have higher tendencies in prompt purchases than who are not. Thirdly, the analysis of clothing-purchasing-behavior and self-image shows that the difference between real self-image and ideal self-image draws the main reason of dissatisfaction after purchase of clothes. As a consequence, their unfilled needs lead them to keep making another purchase to satisfy themselves. Therefore, it is strongly recommended that parents' advices and directions on their children's money spending on clothes are imperative to establish well-behaved purchasing patterns.

• Asia pacific journal of information systems
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• 제17권3호
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• pp.25-53
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• 2007

The Expectation Confirmation Model (ECM) of information systems investigates the continued information systems usage behavior. This paper expands the original post-adoption beliefs and searches the applications in the emerging hedonic information systems. Previous IS researches focused on the organizational environments. However as the information technology (especially internet) evolves, information systems have not only emerged for the organizations but also for the individual users, such as internet portals, internet communities, on-line games etc. These information systems so called Hedonic Information Systems aims to provide self-fulfilling value rather than instrumental value to the users. Researches in other disciplines, including marketing and consumer behavior research, illustrate that the hedonic and utilitarian perspective of goods and services have different influence on the consumer behavior. Goods and services used to be classified into either hedonic or utilitarian aspect but now they may belong to both aspects simultaneously. Moreover consumer's goals or tasks have both hedonic utilitarian aspects. When a consumer makes a decision to purchase or repurchase goods or services, he/she compares the hedonic and utilitarian perspectives of goods to find most suitable ones to satisfy their goals/tasks. Finally, consumer's behavior is determined by the trade-off between what the goods can provide to the consumers and in what extent the goods fulfill consumer's purchase behavior. Consumer also shows that the salience of hedonic perspective is relatively greater when consumer decides which of several items to give up (forfeiture choices) than the time when they decide which item to acquire (acquisition choices). Some researches in MIS discipline have found out that the information systems also have both hedonic and utilitarian perspectives. The decision process of whether to use information systems or not is similar to that of a consumer's decision of purchasing or repurchasing goods or services. However most of researches in MIS tend to focus on the extrinsic motivation variables which only cover the utilitarian perspective of information systems. It is only recent that researches start to investigate the intrinsic motivation variable - Perceived Enjoyment - for the hedonic perspective. Considering the consumer's purchasing decision process, users of information systems evaluate the systems through balancing between intrinsic (hedonic) and extrinsic (utilitarian) variables according to their main tasks or tendencies. This paper proposes a model that is based on the ECM of IS Continuance model modified from Expectation Confirmation Model to fit into the continued usage of information system. It first started from the decision process regarding hedonic and utilitarian perspectives in the consumer behavior literatures. The model deals with continued usage of information systems beyond the mere technology adoption as in most of the previous MIS researches. This research is particularly important to the hedonic information systems, because their business model depends on the frequent usages rather simple adoption at the beginning. Because the basic model only considered the extrinsic motivations (perceived usefulness) to explain the users' behavior and as the information systems can have both hedonic and utilitarian dimensions, it should consider both perspectives. Therefore, this newly proposed model considers intrinsic variable (perceived enjoyment) as well. Since the individual user can have a preference on either aspects that is between the hedonic and utilitarian perspective depending on his/her main tasks or goals, some variables (Hedonic Orientation and Utilitarian Orientation) meaning the extents of users' pursuing from the information system were additionally studied.

• 한국산학기술학회논문지
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• 제21권9호
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• pp.373-379
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• 2020

본 연구는 소고기 소비자를 대상으로 2012년과 2019년 조사결과를 비교함으로써 소비자 소비성향 변화와 숙성육에 대한 인식에 영향을 미치는 요인에 대해 알아보고자 수행하였다. 육색 및 지방색, 신선도, 등급표시, 브랜드 여부의 품질판단기준과 풍미, 다즙성, 연도, 숙성기간, 마블링의 맛 결정요인, 그리고 근내지방이 건강에 해롭다는 인식에 대한 중요도를 후진소거법을 통한 회귀분석을 이용하여 분석하였다. 분석결과 품질판단기준의 신선도와 맛 결정요인의 다즙성, 연도, 숙성기간, 근내지방이 건강에 해롭다는 인식의 중요도는 증가한 것으로 분석되었다. 한편, 숙성육 구입의향 분석 결과 숙성육 구입의향에는 숙성육 인지여부, 숙성육에 대한 호감도, 신선도, 연도, 숙성기간이 영향을 미치는 것으로 분석되었다. 본 연구는 이러한 소비자 선호 변화에 대응하기 위해 소비자의 소비성향이 어떻게 변화하였는지를 분석하여 소고기 소비성향 및 소비의향 연구의 기초자료를 수집하고, 숙성육 인식에 어떠한 요인이 영향을 미치는지 분석하였다. 이를 통해 향후 소비자 선호의 다변화에 대응하고, 합리적인 생산 및 소비활동에의 반영을 위해 숙성육에 대한 인식을 제고할 필요성이 있을 것으로 여겨진다.

• 한국의류학회지
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• 제41권2호
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• pp.197-211
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• 2017

Modernization drastically changed the cosmetic culture of Korea and Japan. A classic case that shows this is the appearance of the term 'Hyangjang (香粧)'. This paper investigated the background to the formation of the term Hyangjang (香粧), and reviewed the aspects of cosmetic culture that changed with the emergence of Hyangjangpum (香粧品), or cosmetics containing perfume. The investigation revealed that the term Hyangjang (香粧) appeared for the first time in Hirano (1899), a literature published in the Meiji period in Japan, and that the new term Hyangjang (香粧) had been formed against the background of advanced Western synthetic perfume and played an important role in contemporary techniques for the manufacture of cosmetics. The term Hyangjang (香粧) and cosmetics containing perfume, or Hyangjangpum (香粧品) were then introduced from Japan to Korea. In Korea, the term 'Hyangjang (香粧)' appeared for the first time in an advertising copy written by Hyeon Hui-un, a pioneer of the Korean modern theater movement during the period of Japanese colonial rule. At that time, cosmetic companies in Korea and Japan were releasing cosmetic products that contained perfume that stimulated a women's desire to purchase them by emphasizing 'fragrance' in their advertising. Existing public tendencies to regard a fragrant smell from a made-up face as vulgar were changing and the public perception of fragrance were also changing. The appearance of Hyangjangpum (香粧品) indicates that the existing cosmetic culture revolving around visual sense changed into a complex cosmetic culture involving olfaction. This change in culture is significant in that it heralded the direction of future development towards cosmetic culture that uses increase combinations of different senses including touch, taste, and hearing.

• 한국의상디자인학회지
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• 제20권4호
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• pp.57-71
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• 2018

Since consumers have become more comfortable with providing and receiving information online, 'online word of mouth' has been gaining consideration as one of the major information sources. Also, the shopping orientation of consumers has been proven to be an important determinant of consumer behavior. Therefore, the study investigated the differences in online WOM behavior based on shopping orientation. Hedonic, loyal, and syntonic styles were the types of shopping orientation considered, and the study focused on information retrieval tendencies, the motivation of online WOM search, searching online WOM sources, and the contents for the online WOM behavior. The research conducted an off-line survey targeting females in their twenties. The total number of data sets used in the empirical study was 125, and these were analyzed by SPSS 20.0: factors analysis, Cronbach's ${\alpha}$, k-means cluster, ANOVA, Duncan's multiple range test, Kruskal-Wallis, Mann-Whitney, and Bonferroni correction. The participants were divided into 3 kinds of shopping orientation groups named 'trend-pursuit', 'passive', and 'loyal'. As a result, there were significant differences in online WOM behavior discovered between the groups. Firstly, the 'trend-pursuit' group had the highest number of ongoing searches while the 'loyal' group had the highest number of pre-purchase search. Secondly, the 'trend-pursuit' and 'loyal' groups both had the motivations of online WOM search, hedonic and utility, whereas the 'passive' group had the lowest motivations for both motivations. Thirdly, the 'loyal' group frequently referred to reviews on shopping malls as online WOM sources. The research provided a better understanding of the online WOM behavior of present consumers and suggests that fashion related corporations map out marketing strategies with the understanding of these behaviors.