• Proceedings of the Korea Association of Information Systems Conference
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• 2005.05a
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• pp.19-34
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• 2005

본 연구는 불확실하고 덜 검증된 인터넷 쇼핑몰 환경에서 거래당사자간의 심장역할을 하는 신뢰의 선행요인을 확인하고, 신뢰와 지각된 위험, 태도, 구매의도간의 관계를 실증분석 하였다. 똔 연구모형을 검증한 결과 신뢰의 선행요인일 것으로 예상했던 이해타산 기반의 믿음, 구조적 보장, 상황적 규범, e-벤더에 대한 친숙함이라는 4가지 요인 중 구조적 보장, 상황적 규범, e-벤더에 대한 친숙함은 신뢰에 영향을 미치는 요인으로 확인되었다. 선행요인을 기반으로 구축된 신뢰는 지각된 위험을 낮추고 낮아진 지각된 위험은 고객의 호의적인 태도에 영향을 미칠 것으로 기대했지만, 실증분석 결과를 보면 신뢰가 지각된 위험은 낮추지만, 지각된 위험이 태도에 직접적으로 영향을 미치지 않는 것으로 나타났다. 즉 신뢰와 지각된 위험은 부(-)의 관계가 확인되었고, 지각된 위험과 태도의 관계는 통계적으로 유의성을 찾기가 힘이 들었다. 또한 신뢰는 호의적인 태도에 긍정적인 영향이 확인되었으며, 호의적인 태도 역시 구매의도에 긍정적인 영향을 미치는 것으로 확인되었다. 신뢰가 태도를 매개로 구매의도에 영향을 미칠 뿐만 아니라 신뢰가 태도에도 직접적으로 영향을 미치는 관계도 확인되었다.

• Journal of the Korean Home Economics Association
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• v.48 no.10
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• pp.105-119
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• 2010

This study investigated the association between the expenditures for childrearing and the intention to have the second childbirth applying the recursive equation models. The major results were as follows. First, more than half of the households with one child did not have an intention to have the second childbirth. Second, about 40% of the household expenditure was spent for childrearing. About 36% of the childrearing expenditure was spent on the childcare and education, and about 64% on purchase of goods and services for child. Third, the variables which had a significant effect on the intention to have the second childbirth were child's age, mother's education, father's income, the private educational expenditure, and consumption expenditure for child. The intention to have the second childbirth did not have a significant effect on the level of childrearing expenditure. The implications for the family policies were suggested.

• The Korean Journal of Applied Statistics
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• v.29 no.3
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• pp.409-424
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• 2016

This study analyzed the causal relationship among factors that influence the purchase intensions for individual pensions which have a growing importance as a financial means after retirement. For this purpose, structural equation modeling based on the survey data (N = 928) was conducted to analyze psychological factors and financial factors comprehensively. According to empirical results of the structural equation, in the case of non-subscribers of individual pensions, potential longevity and coping efficacy influenced the purchase intensions for individual pensions fully mediated by fear and worry about longevity. Trust in insurers and risk tolerance directly influenced the purchase intensions for individual pensions. These show that trust in insurers is the most important factor in purchase intensions for individual pensions. Also, only trust in insurers give a direct impact on individual pensions in the case of individual pension subscribers. Longevity-related emotional side is expected to help in marketing activities that target potential customers signing individual pensions. In addition, trust in insurers has the greatest impact on new and additional subscriptions that represent critical efforts to improve trust in insurers.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.3
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• pp.459-471
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• 2010

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.173-185
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• 2011

This study aimed to clarify the difference between consumers and hands-on staff in evaluation of the attributes importance of asset evaluation attributes and the relationship between difference from consumers and hands-on staff in evaluation of the attributes and the performance. Subjects for the quantitative research, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The results were as follows; 1. The factors that hands-on staff and consumers regarded as most important as to asset evaluation attributes of department store-exclusive importation brands included preference and product quality in the order, and then image, recognition, reliability, and country of origin in the case of hands-on staff, and reliability, image, recognition, and country of origin in the case of consumers in the order. 2. As a result of examining the effect of the difference between hands-on staff and consumers regarding exclusive importation brands(GAP, ZARA) of certain department stores on business achievement and consumer attitude, it turned out that the smaller the difference between the two groups with regard to evaluation, the higher the business achievement and consumer attitude.

• Journal of Korea Association of Health Promotion
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• v.1 no.1
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• pp.14-18
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• 2003

Although it has been well known that smokimg is one of the major cause of various disease and conditions, the smoking rate is still very high in Korea. A variety of smoking cessation program are provided by public organization and also by healthcare institutions. In this social enviroment, the smoker's intension and trial rates for smokimg cessation increasing, but it is also true that the succes rate is low about 30%. Therefore this study was conducted to suggest the strategies for providing the effective smoking cessation programs by exploring the factors related to recognition and behavioral intention or programs. To explain the health behavior for smoking and smoking cessation programs, the behavioral model was constructed. The model is composed of five-stages such as recognition of the program, past exprience, present smoking status, intention for smoking, and behavioral intention for cessation programs. It is results that there were very low recognition and and purchase rates for most of smoking cessation programs. Evidenced-based and effective smoking cessation progrms need to be encouraged to smokers by medical doctors, and the strategies of eucationm public realtions, and advertisement are recommended. In addition, cotinuing legal and systematic supports for smoking cessation would lower the smoking rate and ultimately ontribute to the nation;s health promotion, Recognitionm Behavioral Intention.

• Journal of Fashion Business
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• v.12 no.6
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• pp.124-137
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• 2008

The present study was implemented to understand high school girls' buying patterns of fashion products at online and offline shopping malls; and to obtain the information needed for the development of online and offline mall marketing strategies that are differentiated from each other. The study was conducted through a descriptive survey method using questionnaires. The sample consisted of 242 girls from four high schools located in Seoul. Descriptive statistics, cross-tabulation and a paired t-test were used for the analysis of the data. Results are as follows: First, most of the high school girls (82.2%) had experience of purchasing fashion products at online shopping malls. And, those who have purchasing experience at online shopping malls, compared to those who do not have such purchasing experience, showed a higher purchasing intension at online shopping malls. Second, both the degree of pre-purchase searching and ongoing searching was higher in online shopping than in offline shopping. Third, the quality of material, place produced, brand name, and store atmosphere/type were considered more in offline shopping than in online shopping. Shopping convenience and information service about the products were considered more in online shopping than in offline shopping. Fourth, the purchasing frequency of underwear and hair accessaries was higher at offline stores than online shopping malls, but the purchasing frequency of bags was higher in online stores than offline stores. When the differences between the purchasing patterns at online shopping malls and offline stores are considered carefully, marketing activities would be more effective.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.204-219
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• 2017

The aim of this study was to examine the role of celebrity's traits on food service enterprises' media engagement, advertising effect (AD effect) and purchasing intention. Based on advance research, structural model of relationship between celebrity's traits and media engagement, AD effect and promotion of purchase was developed among the proposed constructs. Few empirical studies have been conducted to test the model. Date collection of study was from June 1st, 2017 to June 30th, distributing total of 300 issues and collecting total of 290 issues. Total of 271 questionnaires were used as the final analysis data as the nineteen questionnaires included missing information. The results can be summarized as follows: Celebrity's Traits significantly affected media engagement, AD effect and purchasing intentions. More specifically, mediating effect among the celebrity's traits and AD effect which came from media engagement was valid only if the subject of advertising effectiveness was on brands attitude. Based on the findings, theoretical and managerial implications were discussed to make one conclusion. As the media engagement was identified as a mediator between celebrity's traits and AD effect, certain brands which tend to enhance their AD effectivity should liaison proper celebrity.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.17-37
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• 2024

Purpose: This study used the SOR model to analyze the impact of live commerce's modified livecommercescape factors (interactivity, presence, playfulness, convenience, and broadcaster characteristics) on repurchase intention through usefulness and flow. Research design, data, and methodology: 1,149 respondents with live commerce purchase experience were collected through an online survey, and the collected data was analyzed with SPSS 25.0 and SmartPLS 4.0 statistical package programs. Results: Presence and playfulness were found to have the highest influence on flow and usefulness. In particular, Presence and broadcaster characteristics were found to be the factors that had the greatest influence on flow. Playfulness was found to have the greatest impact on usefulness, and two-way communication was found to have the lowest influence among the five servicescape factors. Broadcaster characteristics also affect flow but not usefulness, and convenience only affects usefulness and does not affect flow. Flow shows results that affect usefulness and repurchase intention. Conclusion: Our findings provide a richer understanding of causal relationships within the SOR framework, demonstrating that broadcaster characteristics, two-way communication, presence, and playfulness can influence flow, perceived usefulness, and, consequently, consumer purchasing behavior.

• The Journal of Information Systems
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• v.24 no.2
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• pp.139-162
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• 2015

Purpose This study reviews technology acceptance research in the information system area and consumer behavior research in the marketing area, sets characteristics of convergence products, personality of consumers and communication channels as main concepts and demonstrates their effects on 'relative level of attraction' and 'intent to adoption. Design/methodology/approach The survey was conducted against potential consumers who have the intent to purchase electric communication media products that provides a variety of functions and service, such as a smart TV, a tablet PC and a smart watch. All items were adapted from previous literature and revised as appropriate the purpose of this study and measured on a 7-point Likert scale with answer choices ranging from "strongly disagree" (1) to (7) "strongly agree." Totally, 300 respondents participated in the survey. Out of the 276 respondents, incomplete or invalid 24 were discarded. With them, SPSS 18.0 and AMOS 20.0 for structural equation modeling were used for the analysis. Findings Main findings are as followed;- First, it is found that 'interrelationship of technology' and 'functional diversification' of convergence products has positive effects on relative level of attraction. Second, perceived behavior control has significant effects on the intent to adoption convergence products. Third, communication through mass media has positive effects on making potential consumers feel attraction about products while there is no relationship with the intent to a. On the other hands, it is demonstrated that there is no relationship influential relationship between communication through interpersonal channels and relative level of attraction while communication through interpersonal channels has significant effects on the intent to adoption.