• 경영정보학연구
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• 제12권3호
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• pp.49-73
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• 2010

고객만족과 신뢰에 관한 문제는 인터넷쇼핑몰의 발전에 걸림돌이 되고 있다. 불확실성과 리스크가 존재하는 B2C 전자상거래에서 불안 요소를 불식시키거나 감소시켜 고객만족과 소비자의 신뢰를 구축하는 것이 인터넷쇼핑몰의 성공을 위해 필수적 요소라 할 수 있다. 본 연구는 효율적인 웹사이트 구축을 위해 오픈마켓에서 고객만족과 중개자의 신뢰가치성 요인 간의 영향관계를 조명한다. 또한 오픈마켓 이용자의 개인적 특성으로서 신뢰성향과 자기효능감이 신뢰와 구매의도 형성에 어떠한 역할을 하는지 조명하고 이해하는데 그 목적이 있다. 본 연구의 결과에 따르면 오픈마켓에서 고객만족은 신뢰가치성으로 능력, 배려, 무결성 요소에 유의미한 영향을 미치는 것으로 나타났으며, 특히 배려와 강한 관계를 맺고 있는 것으로 나타났다. 그리고 오픈마켓에서 신뢰성향은 신뢰나 구매의도에 영향을 주지 못하며, 신뢰가치성 요소로서 배려와 무결성에만 영향을 미치는 것으로 나타났다. 마지막으로 자기효능감은 신뢰와 구매의도에 영향을 미치는 것으로 확인되었다. 따라서 자기효능감이 높은 고객에게는 이탈 방지를 위해 고객충성도를 높일 수 있는 전략이 요구되며, 반면에 자기효능감이 낮은 고객을 유인하기 위해 웹사이트의 사용성 및 유용성을 고려한 기술적 측면과 마케팅적 측면에 초점을 두는 전략이 요구된다.

• 가정과삶의질연구
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• 제27권3호
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• pp.61-77
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• 2009

This study investigates the disposal of clothing and the purchasing behavior and usage of environmentally friendly clothing. After compiling data from 500 consumers who reside in Seoul, it was analyzed by ANOVA, t-test, Chi-square, and multiple regression analysis. The behavioral score for buying environmentally friendly clothing was lower than the average value of the three. The lowest value was for the purchase of used clothing, but the purchase of environmentally friendly clothing was also shown to have a low value. For the usage and disposal of clothing, unused clothing, which was mostly just left in dresser drawers, was the most preferable method. Also, exchange or resale via anInternet mall was shown to be lower than the other methods. The analysis between clothing purchase and usage as well as the disposal of clothing with socio-demographics, consumption tendencies, opinions of friends and groups, commercials and advertisements, and environmental perceptions points out differences among groups. There are statistically significant differences in the purchasing intentions of slow fashion according to socio-demographics. Female consumers between $20{\sim}25$ years of age were more likely to purchase slow fashion clothing. Consumers with a high consumption tendency who were highly influenced by commercials, friends, and groups were more likely to purchase slow fashion clothing. The influence of the average clothing expenditure on an environmentally friendly purchasing behavior and the influence of the age group on repairing and usagewas the most effective. All in all, contribution to an environmentally friendly perception was the most effective variable.

• 수산경영론집
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• 제44권1호
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• pp.91-103
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• 2013

When it comes to the development of a retail market, it has not only influenced the supply and sales of seafood, but it has also led to considerable changes in consumers' purchasing behavior and purchasing purposes. As consumers' incomes and lifestyles have improved, the tendency to purchase seafood has rapidly changed. In addition, the increase in two-income family incomes that resulted from women's active participation in society has increased the number of consumers purchasing home meal replacements (HMR) or convenience food rather than original food. With these changes in social-economic background and in consumers' needs, the purchase of seafood is gradually changing. As a result, companies are constructing diverse marketing strategies to satisfy their needs. Companies' marketing strategies have an immediate and vital effect on consumers' purchases of seafood. The most important and fundamental role is providing an opportunity for consumers to choose what to buy by being giving information and knowledge. In this paper, the purchasing behavior of consumers buying seafood will be examined with respect to their knowledge. First, which factors among a diverse range of marketing strategies exerted a significant impact on consumers' objectives and subjective knowledge was examined. Second, the study investigated which knowledge factors were important in influencing attitudes and purchasing purposes based on knowledge level. By comparing and analyzing factors related to consumers' knowledge with respect to seafood purchases, information is provided to inform companies about efficient strategies for marketing tactics.

• 동아시아식생활학회지
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• 제25권5호
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• pp.911-921
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• 2015

This study aimed to examine the choice motives for organic coffee and investigate how these motives influence consumer attitudes and purchase intentions regarding organic coffee. A survey was administered to people visiting organic coffee shops in Seoul. Analyses of frequency, descriptive statistics, factor and reliability, ANOVA, correlation, and regression were conducted using SPSS 20.0. Six factors were demonstrated as motives for choosing organic coffee: health, price, reliability, familiarity, sensory appeal, and environment friendliness. Among six factors, "reliability" and "environment friendliness" were positively associated with consumer attitudes, which had a significant impact on purchase intentions. This study is one of the first to examine the relationship between consumer attitudes and purchase intentions focusing on organic coffee. Although the organic coffee market has high potential, its theoretical background has been under developed. By revealing choice motives for organic coffee, this study could provide basic information on how to satisfy consumer needs and promote purchasing. In addition, by understanding needs of diverse and specific coffee consumer groups, effective marketing strategies can be developed with a focus on organic coffee. Especially, environment-friendly and reliable organic coffee can satisfy consumers, maximize profits, and improve brand value.

• 아태비즈니스연구
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• 제14권4호
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• pp.163-174
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• 2023

Purpose - This study examines the effect of consumers' motivations on the perception and purchase intentions of electric cars. Specifically, it empirically analyzes how moral motivations based on personal environmental values and norms in car usage and purchasing influence the perceived usefulness and purchase intentions of electric cars. Furthermore, it investigates whether the influence of moral motivations on perceived usefulness and purchase intentions varies according to the user's driving characteristics. Design/methodology/approach - An online survey was conducted with 234 respondents, by setting criteria for participants as car owners or primary car users within their households, ensuring the sample composition was not biased in terms of the presence or absence of experience with eco-friendly cars. Findings - The research findings indicate that perceived usefulness mediates the effect of consumers' moral motivations on their intention to purchase electric cars. The results of the moderating effect of driving distance on perceived usefulness revealed a significant interaction effect; however, there was no significant interaction effect on purchase intentions. Specifically, for individuals with shorter driving distances, as consumers' moral motivations increase, their perception of the usefulness of electric cars also increases. In contrast, for those with longer driving distances, the increase in perceived usefulness due to moral motivations shows a decreasing trend. Research implications or Originality - This study considered individual driving characteristics that previous research on electric vehicle adoption overlooked, and suggested that setting specific communicating points for electric cars according to driving distance levels might be effective. Lastly, it proposes directions for future research that motivations influencing eco-friendly vehicle purchases may differ based on driving characteristics

• 복식문화연구
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• 제19권3호
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• pp.637-649
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• 2011

Environmental protection has become more important than ever because of increasing environmental pollution and abnormal climatic changes caused by the depletion of resources from industrial activities. Fashion products can create various environmental pollutants during the production process. Since they are in direct contact with the body, the environment-friendly features for the fashion industry will become increasingly important and the necessity to execute a detailed study regarding the environment-friendly fashion marketing will also become increasingly important. The purpose of this study was to segment the levels of environment-friendly fashion marketing mixes, that analyze the relationship between consumer decision-making factors and purchasing intentions. We propose effective several marketing strategies. A total of 457 questionnaires were analyzed using frequency analysis, t-tests, correlation analysis, regression analysis, and ANOVA in SPSS. The results are as follows: First, environment-friendly fashion products were segmented into four groups, environment-friendly materials, environment-friendly production, environment-friendly management, and recycling/ disuse of products. Second, the promotion of environment-friendly fashion products were highly ranked, followed by materials used, distribution methods, and production management. Third, women considered usage, management, and price for environment-friendly fashion products as more important than men did. Finally, a total of 39.4% of the respondents had purchased environment-friendly fashion products, with a preference to buy environment-friendly underwear, outerwear, bags, shoes, and accessories. By establishing and executing the environment-friendly fashion marketing mixes, fashion companies execute successful marketing activities in both domestic and international markets.

• 융합정보논문지
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• 제11권7호
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• pp.202-209
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• 2021

본 연구에서는 친환경 종이 용기 화장품 구매 동기와 만족 및 재구매 의도에 어떠한 영향을 미치는지 알아보고자 하였다. 이를 위해 설문조사 실시하여 총 184명의 설문지를 분석했다. 주요 결과는 다음과 같다. 구매 동기의 구성요소인 상징성, 심미성, 실용성은 만족에 모두 유의한 영향을 미치며 재구매 의도에는 심미성과 실용성이 유의한 영향을 미치는 것으로 나타났다. 또한, 친환경 종이 용기 화장품에 대한 만족이 재구매 의도에 유의한 영향을 미치는 것으로 나타났다. 그러므로 친환경 종이 용기 화장품 마케팅 관리자는 만족과 재구매 의도에 가장 큰 영향을 미치는 구매 동기 요인인 실용성을 강조한 마케팅 방안을 제시해 나아가야 한다고 판단된다.

• 산경연구논집
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• 제12권4호
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• pp.35-51
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• 2021

Purpose: As the digital environment has expanded opportunity for consumers to acquire information from social media and social network services(SNS), With this environment, influencer has not only promoted products, but also participated in distribution and influencing on their followers. Despite the increasing interest in influencers, there has not been enough research on the structure of fashion influencer, relationship of immersion and purchase intention. This study examined the effects of fashion influencers' characteristics to the immersion of relationship with followers and purchase intention. Research design, data and methodology: For data collection, a pilot survey and the final survey were conducted. The pilot survey data was conducted to 50 female SNS users following fashion influencers. Based on the pilot tests, questionnaire was revised and the final survey was conducted online from august 22 to September 1, 2019 to female SNS users who have followed fashion influencer. A total of 408 data were collected, and exploratory factor analysis, correlation analysis, and structural equational modeling techniques were employed for the data analyses using AMOS 26.0 and SPSS 26.0. Results: First, five factors were extracted for the fashion influencers' characteristics: interactivity, similarity, reliability, expertise and attractiveness. Second, fashion influences' reliability, expertise, similarity, interactivity have a positive (+) effects on relationship immersion; however, attractiveness has no effect on relationship immersion with followers and fashion influencer. It was also determined that relationship immersion had positive (+) influences on purchase intention. The relationship immersion has been found to have a partially mediated effect and similarity has complete mediated effects between interactivity, reliability, and expertise of fashion influencers and purchasing intentions. In terms of fashion opinion leadership, it was found to have a significant influence on purchase intention only for low fashion leadership groups. Conclusions: The present study found the structural relationships among the influencer characteristics, relationship immersion and purchase intentions to provide framework for succeeding research. This research revealed academic association of intention of purchasing through use of fashion social media and fashion influencer marketing. The results also showed the practical implications that fashion influencers' expertise and reliability perceived by their followers are key determinants to success in influencer marketing.

• 한국콘텐츠학회논문지
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• 제20권10호
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• pp.134-145
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• 2020

본 연구는 한국화장품 선택속성 (친숙성, 가격, 이미지 및 품질)이 몽골 소비자의 브랜드 신뢰도와 구매 의도에 미치는 효과를 살펴보았다. 또한 광고매체에 따른 소비자의 브랜드 신뢰도 간의 영향 관계와 판촉유형에 따른 구매 의도 간의 영향 관계를 검증하였다. 이를 위해 몽골 소비자 255명의 설문지를 수집하고 연구에 활용하였다. 분석결과, 제품 가격, 이미지, 품질은 브랜드 신뢰도에 긍정적인 영향을 미치는 것으로 나타나는 반면 친숙성은 브랜드 신뢰도에 의미 있는 영향을 미치지 못하였다. 또는 브랜드 신뢰도는 구매 의도의 긍정적인 영향을 미치는 것으로 나타났다. 광고매체에 따른 조절효과 분석결과 제품 선택속성과 브랜드 신뢰도 간의 영향 관계는 부분적으로 나타났다. 마지막으로 판촉유형은 브랜드 신뢰도와 구매 의도 사이에서 조절효과를 나타내는 것으로 드러났다. 이러한 결과는 한국기업이 몽골의 화장품 산업에 진출했을 때 현지에서 구사할 전략에 시사점을 도출한다고 할 수 있다.

• 한국의류산업학회지
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• 제6권5호
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• pp.618-624
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• 2004

This study is to explore how consumers' needs for tactile cues affect their purchasing behaviors in the internet shopping mall. Since previous studies about internet shopping malls are mainly performed on the primary factors of perceived risk, there are insufficient studies of tactile cues for apparel products. Emphasis of this study is placed on verifying the following hypothesis; it is expected that consumers' needs for tactile cues affect apparel purchasing behaviors in internet shopping. The questionnaire was administered to 20 to 30 year old male and female respondents who are either students or businessmen living in the Busan area. 150 questionnaires were completed and collected for data analysis. The data were, using SPSS 10. 0 for Window, statistically analyzed by frequency and factor analysis for VARIMAX, Cronbach's coefficient and Linear regression analysis. Data were, using SPSS 10. 0 for Window, statistically analyzed by frequency and factor analysis for VARIMAX, Cronbach's coefficient, and ANOVA. The results of data analysis are as follows: First, the tactile cues negatively affect purchase intentions of consumers. This shows that apparel internet shoppers who have high desire for tactical cues tend to avoid purchasing products through the internet. Second, the factor analysis of the moderating effect on perceived risks shows that the perceived risks significantly moderate both the tactile cues and purchase intention of consumers. Third, analysis of purchased experience also shows that purchased experiences significantly moderate both the tactile cues and purchase intention.