• 한국의류학회지
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• 제34권9호
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• pp.1491-1503
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• 2010

This study examines the characteristics of consumers on the ambivalent clothing consuming behavior and the relationship of relevant variables. The data were obtained from 400 females over 20 years old who lived in the cities of Daejeon or Seoul in October in 2009. The values consist of four dimensions: success-oriented value, social value, family-oriented value, and individual value. Value-conscious consumption consists of two dimensions: emotional value-conscious consumption and functional value-conscious consumption. The aforementioned four dimensions of value have positive effects on ambivalent clothing consuming behavior. In addition, emotional value-conscious consumption has a significant relationship on all 5 types in ambivalent clothing consuming behavior. The findings of this study are expected to be used to find niche markets and establish advanced advertising strategies.

• 한국콘텐츠학회논문지
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• 제12권12호
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• pp.567-576
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• 2012

본 연구는 패션주얼리의 디자인, 색상, 재료에 대하여 소비가치에 따른 선호도 분석을 목적으로 하며, 이를 위해 여성소비자 156명을 대상으로 하였으며, 소비가치 조사도구는 VALS (Values and Life Style) 기법에 의하여 원리원칙 지향적 가치, 지위 지향적 가치, 행동 지향적 가치 등 세 가지의 유형으로 구분하여 실증분석을 실시하였다. 그 결과를 살펴보면 먼저 소비가치에 따라 패션주얼리 디자인 특성에 따른 선호도에 차이가 있는 것으로 나타났다. 소비가치에 따라 패션주얼리 보석 세팅 개수에 따라서는 선호도에 차이가 있는 것으로 나타났으나, 보석재료에 따라서는 선호도에 차이가 없는 것으로 나타났다. 또한 패션주얼리 색상특성에 있어서는 소비가치에 따라 선호도에 차이가 있는 것으로 나타났다. 소비가치에 따른 패션주얼리 선호도에 차이가 전개되고 있는데, 이러한 원인은 사용가치 보다는 소비자의 소비가치에 의해 제품의 선호도가 변화하는 것을 알 수 있다. 따라서 소비가치에 따른 타겟화 과정을 통해 보다 효율적인 전략 도출이 필요하다.

• 대한가정학회지
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• 제36권3호
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• pp.131-144
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• 1998

This study attempts to analyze the propensity for conspicuous consumption of the adolescent consumers and related variables such as socio-economic variables, consumer experience, materialism and consumption-oriented attitudes to provide a basis for the development of consumer education program. The survey of this research was conducted by means of self admistered questionnaire with 788 adolescent consumers attending middle and high school located in Ulsan. The results of this research were as follows: 1) The average level of the propensity for conspicuous consumption was a little high median point. This implies that consumer education is necessary for the adolescent consumer in order to reduce the level of conspicuous consumption. 2) The adolescent consumers' propensity for conspicuous consumption varies significantly according to the socio-economic variables such as sex, grade, the allowance interval, the amount of allowance, the mother's education and the subjective level of household consumption. 3) The propensity for conspicuous consumption is positively correlated with materialism and the consumption-oriented attitudes. The consumer experience is positively correlated with materialism and not significantly correlated with the propensity for conspicuous consumption and the consumption-oriented attitudes. Materialism is positively correlated with the consumption-oriented attitudes. 4) According to the results of the regression analysis examining the influences of variables affecting the propensity for conspicuous consumption, the relative importance of the variables are in the order of; materialism, the consumption-oriented attitudes, sex and the amount of allowance. These independent variables explains 49.3% of the total variance about the propensity for conspicuous consumption.

• The Journal of Asian Finance, Economics and Business
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• 제6권4호
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• pp.171-177
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• 2019

This study aims to investigate the effect of eating-out types on the acceptance intention of artificial seasoning when consumers eat out at restaurants. Eating-out types considered to be typical when customers visit restaurants, such as the food-exploratory type, health-oriented type, and convenience-seeking type, were studied. Based on the research of previous studies, three eating-out types were selected for the study, which were "food-exploratory", "convenience-seeking", "health-oriented". This study was conducted by AMOS 22.0 with 300 questionnaires, and the Structural Equation Model (SEM) was used for examining the hypotheses as statistical method in this study. As a result, eating-out types such as "food-exploratory" and "convenience-seeking" were found to significantly affect the acceptance intention of artificial seasoning. However, consumers' acceptance intention of artificial seasoning differed depending on their consumption value. The path coefficients from food-exploratory type and health-oriented type to acceptance intention were more significant in the hedonic-oriented group than the utilitarian-oriented group. The results of this study suggest eating-out types relate to acceptance intention of artificial seasoning and provide meaningful implications for consumers' psychological consumption value when they consider artificial seasoning.

• 한국의류산업학회지
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• 제10권2호
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• pp.191-197
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• 2008

Despite increasing consumption of luxury brands, research about consumption of luxury brands is limited.The purpose of this article is to gain a deeper understanding of important role of intrinsic consumption motivations in consumption of luxury brands. This article investigated the relationships among consumption motivations, conspicuous consumption belief, Product quality belief, and attitude toward consumption of luxury brands using structural equation modeling. The results reveal that, other-oriented consumers were likely to have strong conspicuous consumption belief,whereas consumers with strong self-oriented value tended to place more importance on product quality attribute of luxury brands. Moreover, Consumers who take into account extended-self tended to have strong conspicuous consumption belief while consumer who put more importance on experientialism were more likely to have greater importance on product quality atthbute. And both conspicuous consumption belief and product quality belief influenced positive attitude formation toward luxury brands.

• 한국의류학회지
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• 제46권5호
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• pp.848-867
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• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

• 한국의류산업학회지
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• 제17권3호
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• pp.372-381
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• 2015

This study investigates differences in fashion products attributes, mobile shopping mall attributes, impulse buying behavior, and satisfaction according to mobile shoppingconsumption value. The findings provide new information on marketing strategy for mobile shopping malls. A total of 283 usable questionnaires were obtained from college students. Data were analyzed by frequency analysis, factor analysis, and ANOVA using SPSS 21.0 for Windows. The results were as follows. First, according to the consumption value, consumer were classified into 3 groups: social/functional oriented, indifference and epistemic/emotional oriented. Second, the conspicuous-functional pursuit group considered utility and exhibition more important in regards to fashion products attributes for the consumption value group, the personality pursuit group also considered aesthetics and utility more important than other groups. Third, conspicuous-functional pursuit group considered continuous management more importantin regards to the importance ofmobile shopping mall attributes for the consumption value group, the personality pursuit group considered informationexchange more important than the other groups. Fourth, the conspicuous-functional pursuit group and Personality pursuit group considered impulse purchase behavior more important than the emotionalpursuit group. The conspicuous-functional pursuit group considered satisfaction after impulse purchase behavior more important than other groups.

• 유통과학연구
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• 제22권5호
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• pp.67-79
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• 2024

Purpose: The purpose of this study is to shopping medium determinants and consumer behavior differences based on the value of consumption. Methodology: The subjects of the survey were adult men and women in their 20s or older living in Korea, and 283 valid responses were obtained. A Logit model was used to identify consumption value factors and shopping medium choices. A t-test was conducted to analyze the differences between consumer behavior based on preferred shopping medium (on/offline). Results: The inclusion of community-oriented factors such as eco-friendliness and social contributions lead to higher likelihood of choosing offline shopping. In addition, consumers who value self-expression and who are price sensitive are more likely to choose online stores. Conclusions: It was found that community-oriented factors lead shoppers to choose offline shopping, and the need for self-expression lead shoppers to choose online stores.

• Human Ecology Research
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• 제58권2호
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• pp.177-186
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• 2020

This study examined consumer experiences on consumption value for the restaurant service and the effect of consumption value on consumer satisfaction. Consumption value was composed of four values: functional, social, emotional, and epistemic. Participants consisted of 407 consumers who live in Shanghai and have experience eating at Haidilao restaurant. The results of this study suggested that the perceived consumption value of the restaurant service varies by the socio-demographic backgrounds of consumers. Consumer satisfaction is affected by the epistemic, emotional, and functional values of the restaurant service. The effect of epistemic value on consumer satisfaction with restaurant service was the highest among all consumption values followed by emotional and functional values. There was no significant effect of social value on consumer satisfaction. This study showed that consumers pursue various values in the restaurant services which had a greater influence on consumer satisfaction than the functional value related to the primary purpose of restaurant services. As the consumer experience diversifies along with the globalized food service industry, it is necessary to improve the consumer satisfaction of restaurant services by investigating what values and experiences consumers pursue. The results of this study contribute to a consumer-oriented service design of restaurants by illuminating consumers' experiences with consumption values that influence consumers' satisfaction with the overall restaurant service.

• 식품보건융합연구
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• 제7권4호
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• pp.1-11
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• 2021

The purpose of this study is to investigate the ramen selection attributes of consumers. This research assigned taste, price, quantity, design, and brand as selection attributes, all of which have already been verified by previous studies as selection attributes when purchasing processed foods. A total of 500 questionnaires were issued, and the survey results were analysed to ensure validity and reliability. A Structural Equation Model was used to test the hypotheses of the study. Based on the analysis, taste, price, quantity, design, and brand had a statistically significant effect on satisfaction. Furthermore, satisfaction had a statistically significant effect on repurchase intention. Among the selection attributes (taste, price, quantity, design, and brand), only price had a statistically significant effect on repurchase intention. However, the influence of the selection attributes on satisfaction varied depending on the consumer's consumption value. In order to analyse the moderating effect of consumption value, the respondent group was divided into a hedonism group and pragmatism group, and analysed. It empirically proved that the hedonistic value-oriented group valued taste, and the practical value-oriented group valued price the most. This study empirically verified the relationship between ramen selection attributes and consumption value, and provided corresponding theoretical and practical implications.