• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2012년도 춘계학술대회
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• pp.17-18
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• 2012

• 유통과학연구
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• 제14권2호
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• pp.47-56
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• 2016

Purpose - The purpose of this study is to investigate the difference in the degree of significance and satisfaction perceived by college students and ordinary consumers on the HMR product attributes. Comparison of the difference on HMR product attributes between ordinary consumers and college students who belong to the current and future consumption groups of HMR will provide information for clear marketing strategies and PR on target consumers from the aspects of companies. Also, overall difference on HMR was investigated through IPA(importance-performance analysis) on significance and satisfaction with each product attribute. This result will provide information to food companies that produce or supply HMR products to be supplemented and improved. Finally, IPA was conducted between groups on product attribute to find which difference exists between groups. This result is also expected to provide crucial information to companies as suggested in the first purpose. Research design, data, and methodology - The procedure of analysis is as follows. First, independent sample t-test was conducted on the significance and satisfaction on HMR product attributes. Second, with using IPA, the significance and satisfaction on HMR product attributes of the respondents were checked to investigate marketing strategy direction on overall HRM products. Third, the difference between generations was verified using IPA on the college student and consumer groups. According to this result, the direction of marketing strategy on HRM products was to be proposed to food companies. Results - It was known that consumers consider HMR product attributes statistically and significantly such as nutrient content(nutrition), country of origin, brand, main raw material, packaging, and awareness of manufacturer. They keep after purchase more importantly than college students who considered only volume and price than consumers. In comparison with the difference in satisfaction on HMR product attributes, the college student group was more satisfied than ordinary consumers only in flavor, condition of food additives, and volume. Also, HMR related food companies must maintain taste, cooking method, manufacturing date, expiration date, and safety on current products continuously. Finally, as a result of analysis from the groups, the attributes such as cooking method, manufacturing date, expiration date, and safety were considered significantly with high achievement by the two groups. It was known that college students considered food texture to be important, but consumers considered storage method to be important after purchasing it. Conclusions - There is necessity to differentiate effectiveness of products when releasing HMR products subject to consumers and college students. The result will give great assistance to the improvement of companies, produce or supply HMR products. It will also provide entry strategies on target groups of companies that are planning for entry. The factors that consumers commonly considered not to be significant were brand, package form(appearance), cooking time, and sale(purchase) location, which were found in the comparison with the groups that awareness about manufacturers and storage method after purchase corresponded to college students and that distribution route corresponded to ordinary consumers.

• 유통과학연구
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• 제12권11호
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• 유통과학연구
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• 제17권8호
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• pp.87-97
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• 2019

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

• 동아시아경상학회지
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• 제8권3호
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• pp.43-56
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• 2020

Purpose - This study was carried out to analyze the influential factors of how consumers methodize purchasing agricultural products via direct market. It further utilizes the Discrete Choice Model to analyze consumer decision specifically with regards to individual markets and store attributes. Research design and methodology - This study will use the multinomial logit model to interpret the influential factors behind selecting a specific market to purchase from. This study establishes 'online direct-purchase' as the base category with 'direct farm markets', 'local foods direct markets', 'produce boxes (CSA)' as substitutes. Results - Firstly, the variety of products, price and freshness had a positive influence on choosing 'direct farm markets' while convenience of payment and transportation had a negative influence. Second, freshness and store attributes had a positive influence on choosing 'local foods direct markets' but product price and packaging, location accessibility had a negative influence. And although product creditability had a positive influence on purchasing 'produce boxes (CSA)', product price had a negative influence. Conclusions - Accordingly, there is a need for the South Korean government to encourage the adoption of mobile payment through smartphone applications in direct farm markets to vitalize direct agricultural purchasing. However, this does need to be approached cautiously as price has a conflicting affect for each method of purchase.

• 식품보건융합연구
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• 제9권2호
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• pp.7-18
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• 2023

Through these research results, I would like to present some implications for promoting and revitalizing local food sales in Daejeon and establishing a local food system. First, in terms of local food direct stores, when establishing a local food store, location conditions should be considered. If the location cannot be changed, the quality of agricultural products should be improved to improve consumer satisfaction and purchase intention so that consumers can directly feel the value of the product. Second, efforts at the local government level are needed to improve the stability of local food. There are still many consumers who are not properly aware of local food. It is necessary to improve consumers' interest in the value of local food by providing education including social and environmental information on the production and distribution process of local food. Third, policy efforts on local food are needed. It is necessary to introduce and reorganize the local food certification system to emphasize the stability of local food to consumers and form trust. Finally, for the continuous development of local food, research on the satisfaction and purchase intention of local food consumers must be continuously conducted.

• 지식경영연구
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• 제16권1호
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• pp.193-208
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• 2015

With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

• 한국의류학회지
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• 제15권1호
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• pp.3-14
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• 1991

This thesis investigates influential attributes in clothing purchase through the examination of questionnaire concerning consumer satisfaction at the point of purchase, and clarifies the relationship between consumer satisfaction at the point of purchase and that in wearing. The results are as follows; 1. At interest stage, color, beauty, becomingness and suitability to occasion are influential (in this order): at trial stage, becomingess, color, others' reaction and fit: at adaption stage, color, becomingness, beauty, fit. 2. According to canonical analysis, consumer satisfaction at the point of purchase and that in wearing are closely related. (RCI = .97) It suggests that satisfaction in wearing depends largely on satisfaction at the point of purchase. 3. General satisfaction in wearing is closely related with such factors as predictive expecta-tion, satisfaction at the point of purchase, predictive disconfirmation, normative disconfirrna-tion, and product performance. According to repression results, those factors can explain $79\%$ of satisfaction ill wearing (R = .79). Above all, product performance and normative disconfirmation are highly influential.

• 한국의류학회지
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• 제34권4호
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• pp.628-641
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• 2010

This study investigates the relevance among the clothing purchase motivations, selection criteria, customer satisfaction of collaborated fashion products, and conspicuous consumption by adults located in the cities of Seoul and Incheon who have experience in collaborated fashion product shopping. The results are as follows: 1. Conspicuous consumption was identified with three factors: symbol of position, pursuit of fashion brand/quality, keeping up appearance. Customers were segmented into two subdivisions of a lowly involved group with conspicuous consumption and a highly involved group with conspicuous consumption. 2. Clothing purchase motivations with collaborated fashion products were identified with two factors of esthetical value and reasonable ostentation. Selection criteria with collaborated fashion products were identified with the two factors of extrinsic attributes and intrinsic attributes. Customer satisfaction was identified with one factor. 3. Highly involved group toward conspicuous consumptionpursued more into esthetics value, reasonable ostentation and considered more into extrinsic attributes through collaborated fashion products than the lowly involved groups. Customer satisfaction of a highly involved group toward conspicuous consumption was higher than the lowly involved group. 4. The symbol of position had a positive relationship and the keeping up appearance had a negative relationship in regards to both the relevance of conspicuous consumption and the clothing purchase motivations, selection criteria, and customer satisfaction of collaborated fashion products.

• 한국의류학회지
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• 제33권3호
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.