• 한국유기농업학회지
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• 제21권2호
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• pp.171-187
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• 2013

The environment-friendly agricultural product market receives consumers' great interests despite relatively few studies focused on consumers' decision making process of the environment-friendly agricultural products. This paper examines what factors influence on consumers' attitude and buying behavior on the environment-friendly agricultural product. In order to find the relative importance of each factor's influence, this study adopts multiple regression method based on the survey results of 500 people with the systematic random sampling. The results showed that consumers' favorable attitude towards the environment-friendly agricultural product were influenced by taste, freshness, food safety, and positive attitudes toward the environment-friendly agricultural product promotion. In addition, consumers' purchase intention was influenced by taste, food safety, environmental concern, and the promotion. Respondents recommend the environment-friendly agricultural product when they believe that the environment-friendly agricultural product had the values of taste, environmental concern, and promotion. Women are more active in buying and recommending the environment-friendly agricultural product; however, the price was not the statistically meaning factor. This study provides empirical data that was used for marketing and increasing the sales of the environment-friendly agricultural product. Future research was advised to examine more thoroughly on the relationships between the promotion efforts and purchase intention and the occasions when the price becomes the issue in the buying decision of the environment-friendly agricultural product.

• Journal of Information Technology Applications and Management
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• 제28권2호
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• pp.35-41
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• 2021

This study sought to find importance factors for the quality of Mongolian consumers' evaluation for fresh food through online purchase. To compare the priorities of factors determining the choice of service quality of online purchase for fresh food, this study used a decision model using the appropriate Analytic Hierarchy Process (AHP). Through a prior study, the main factors of quality were classified as delivery quality, product quality, marketing, and system quality, respectively According to the results of AHP the quality of deliver information and deliver duration time under delivery quality are the main factor, followed by hygiene and freshness of product quality were the next highest. When consumers purchase fresh food through an online market. they considered deliver information, delivery duration time, hygiene, freshness, and deliver cost as important factors.

• 산업경영시스템학회지
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• 제42권3호
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• pp.157-166
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• 2019

The study had subject to find out what factors Korean automobile consumer is considering in their decision to purchase cars in the situation of the growing competition in the domestic automobile market. In order to this end, the previous study was reviewed to select various factors considered in the process of buying cars. Based on this, Analytic Hierarchy Process was used to prioritize which factors were considered more important by consumers. In the result of study, we could find that performance had the highest priority, and the second ranking was the price. In contrast, image of brand and convenience of maintenance were shown to be relatively low in importance, ranking $3^{rd}$ and $4^{th}$, respectively. Beside, we could recognized the ranking of other detailed factors. This study has an academic implication in that it is able to grasp the latest tendency of consumers' purchase choice of car and to make conclusion by applying AHP analysis method to study of related subject. It also have practical significance that can be a basis for make sense what factors should be taken by the automobile industry to uprise the purchase of the consumers through the identification and preparation of the purchase selection criteria of domestic automobile buyers.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.17-22
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• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• 한국의류학회지
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• 제30권8호
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• pp.1263-1274
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• 2006

Consumers' store loyalty and brand loyalty are closely related in apparel product purchase decision making process. The purpose of this study was to identify consumers' composite loyalty orientation considering both store loyalty and brand loyalty. As for the method of the research, in-depth face-to-face interviews were carried out. 20 interviewees were asked to describe apparel product purchase decision making process related to store choice and brand choice. Store loyalty and brand loyalty were combined to identify composite loyalty orientation. In this process, 6 types of loyalty orientation were identified; single-store type loyal/convenient brand loyal, single-store type loyal/low brand involved, multi-store type loyal/affected brand loyal, multi-store type loyal/economic multi-brand loyal, multi-store type loyal/value-seeking multi-brand loyal, multi-store type loyal/brand non loyal. The characteristics of each loyalty orientation were compared.

• The Journal of Asian Finance, Economics and Business
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• 제4권3호
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• pp.75-83
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• 2017

This paper examines key determinants and the effect of country-of-origin on customer's purchase intention of functional food and dietary supplement product in Vietnam. Exploratory study was identified to evaluate personal and social factors on customer's buying behavior. Twenty-eight reflective constructs were adapted from literature and designed by using a seven-point Likert scale to facilitate measurement. By using non-probability convenience sampling, data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square structural equation modeling (PLS-SEM) as a technique employed to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers' purchase intention. Customer's perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers' mind, the higher consumers' purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers' purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer's intention to purchase functional food and lead to managerial implications for business strategies.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2008년도 학술대회 2부
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• pp.18-23
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• 2008

과거의 전통적인 마케팅 방법론들과 그 이론을 믿어온 기업의 경영자들은 소비자의 사고 과정을 합리적이고 이성적인 행위라고 규정하였다. 하지만 최근 발표되는 다양한 연구결과들에 의하면 소비자의 사고 과정은 무의식적 영역에서 감성에 의해 일어나는 행위에 가깝다. 이러한 소비자의 사고 과정은 제품을 구매하는 과정, 즉 소비자의 구매 결정 과정에도 영향을 미친다. 소비지는 제품 구매 시, 가격, 성능, 품질 등의 다양한 이성적 기준에 의해 제품을 판단하지만 결국 구매는 제품에 대한 좋고 나쁨의 감성적 기준에 의해 결정된다. 브랜드 이미지는 소비자의 무의식적 영역에서 형성된 브랜드에 대한 심상으로 감성적 가치를 갖으며 소비자의 제품 구매에 영향을 미친다. 따라서 긍정적인 감성의 결합을 통한 제품 개발은 감성적인 제품 이미지의 구축으로 연결되는 제품의 판매와 브랜드 이미지 강화의 중요한 요소이다. 이러한 관점에서 본 연구는 브랜드 이미지 강화의 한 요인으로써 효율적이고 감성적인 의사 전달 방식인 스토리텔링을 적용한 제품 개발 프로세스의 제안을 목표로 하여 내용을 구성하였다.

• 대한가정학회지
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• 제36권2호
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• pp.145-160
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• 1998

This study was designed to investigate purchasing and post-purchase behaviors of middle-aged wives in buying townwears, an well as to examine socio-demographic variables, physical variables, psychological variables, and their influences on. The data included 374 housewives in Seoul and Pusan. Statistics used for data analysis were Frequencies, Means, Standard Deviation, t-test, ANOVA, Pearson's Correlation. The major finding are as follows: 1. The level of post-purchase satisfaction marked higher than middle point. 2. Post-purchase satisfaction differed significantly in income, health-state, identity, stress perceptivity, income satisfaction, sense of comparison, and propensity to consume.

• 한국경영과학회지
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• 제31권2호
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• pp.129-140
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• 2006

Quantity Flexibility contract coordinates individually motivated supplier and buyer to the systemwide optimal outcome by effectively allocating the costs of market demand uncertainty. The main feature of the contract is to couple the buyer's commitment to purchase no less than a certain percentage below the forecast with the supplier's guarantee to deliver up to a certain percentage above. In this paper we refine the previous models by adding some realistic features including the upper and lower limits of the purchase. We also incorporate purchase and canceling costs in a cost function to reflect the real world contracting process more accurately. To obtain the solution of the model, we derive a condition for extreme points using the Leibniz's rule and construct an algorithm for finding the optimal solution of the model. Several examples illustrating the algorithm show that the approach is valid and efficient.

• Journal of Information Technology Applications and Management
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• 제26권2호
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• pp.89-110
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• 2019

Information technology is an effective means for raising firm competitiveness. In fact, what to purchase or how to purchase it must fall under a highly complex decision-making in which many different stakeholders are involved. These stakeholders are often known to take a defensive behavior. That is, instead of working toward a common goal of organizational performance, each individual of these stakeholders tends to act defensively to avoid risks he/she faces or minimize subsequent changes. Despite a frequent occurrence of defensive behavior in the process of IT purchasing, there has been no research about defensiveness in IT purchasing. Our study aims to elicit different types of defensive behavior in IT purchasing situations and to identify causes of these defensive behaviors. To this end, we surveyed IT professionals having much experience in IT purchasing and took a qualitative analysis on their opinions. We found out that there exist 9 different types of defensive behavior in IT purchasing and identified a set of factors causing the defensiveness and a set of their consequences.