• 한국컴퓨터정보학회논문지
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• 제5권3호
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• pp.208-214
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• 2000

This paper presents a direction that can help PC sales manager establish more effective marketing strategy by understanding how they get information on the products and what they consider most when the consumers purchase personal Computer. The survey was conducted on the two groups of OSAN College students classified according to their computer handling skill. Frequency analysis has shown that consumers largely got information on the products through word of mouth of friends or family members rather than mass media advertisement. And factor analysis has shown that consumers consider the qualify of after service has brand name most when they buy PC. Particularly, the consumers who are good at dealing with PC are more concerned with the quality of after service, brand name, salesman's kindness and delivery-installation than the ones having poor PC skills are. This survey results indicate that PC sales managers need to set up different marketing strategies in accordance with the consumer's PC utilizing capability.

• Asia Marketing Journal
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• 제19권3호
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• pp.45-74
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• 2017

The current research proposes to fill a research gap by testing how reward uncertainty, different types of motivation, as well as individual risk-taking attitude affect consumers' promotion participation. Being offered with an uncertain reward, relative to individuals with extrinsic motivation, individuals with intrinsic motivation will have greater intention to participate in marketing promotion. In contrast, being offered with a certain reward, relative to individuals with intrinsic motivation, individuals with extrinsic motivation will have greater intention to participate in marketing promotion. This effect arises only among consumers having a low level of risk-taking attitude. For consumers having a high level of risk-taking attitude, their participation intention shows no significant difference between the two motivation type groups, under both certain and uncertain reward conditions. With an understanding of how consumer's response heterogeneously to promotions involving rewards, marketers can better understand not only how to use this promotional tactic more effectively, but also how to better allocate their budget for promotions.

• Asia Marketing Journal
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• 제20권3호
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• pp.63-81
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• 2018

This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers' judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand's future as less promising. Furthermore, we identify consumers' inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management's misjudgment about resource allocation for a brand, which unduly invests in celebrity marketing at the expense of quality improvement for the product.

• 동아시아식생활학회지
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• 제20권3호
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• pp.481-490
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• 2010

The shock of melamine-contained food has been known with the incident of hospitalization or death of infants at the age of 11-month old in China. The purpose of this study was to examine consumers' risk perception, attitude and purchase behavior of melamine-contained food which recently came to the fore as a social issue, focusing on the relationship between consumers' attitude and purchase behavior based on physical risk, social risk, psychological risk, financial risk, consumers' attitude and purchase behavior. Study findings are as follows. First, the four factors of risk perception of melamine-contained food were significantly different by consumers. Consumers regarded social risk as most significant and it was followed by financial risk and psychological risk. And they regarded physical risk as most insignificant. Second, as for the difference of risk perception by demographic features, such factors as gender, age, marital status and schooling had no statistically significant influence. Third, the potential risk of melamine-contained food had a negative influence upon consumers' attitude and purchase behavior. In addition, consumers' attitude and purchase behavior were decided by perceived risks. This finding implies that consumers' attitude can accompany with negative or positive behavior and consumers' behavior can be related to social, financial and physical risks. Because the risk perception of melamine-contained food can cause consumers' distrust about all kinds of food in general, domestic manufacturers of milk product-contained confectionery and food can be harmed. In order to overcome this problem and make consumers purchase all the milk products and milk-contained food without fear, governmental agencies must reestablish systems with which the safety of imported raw materials and its processing can be insured and manufactures must improve the quality of products in a diverse and discriminative manner. This study seems to be meaningful in that it examined consumers' risk perception of melamine-contained food, a current social issue, and then looked into the influence of risk perception upon consumers" attitude and behavior, thus presenting the strategy of reestablishing the system of relationship between consumers and business entities in a desirable manner.

• 유통과학연구
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• 제18권3호
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• pp.87-97
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• 2020

Purpose: The aim of this study is to understand the internal and external responses that consumers experience when they are exposed to an innovative system in retail stores. This study considered the SST(Self-Service Technology) system in a retail setting as a type of functional environmental stimuli and selected a smart shopping cart as an example of SST system. The influences of functional environmental stimuli on consumers' emotional, cognitive, and behavioral responses were examined by applying S-O-R model. In addition, this study attempted to extend the traditional S-O-R model by (a) incorporating personal characteristics variables such as time pressure and perceived crowding and (b) considering not only emotional but also cognitive aspects of consumers' internal responses. Research Design, Data, and Methodology: This study used a video-scenario technique. Participants watched a video about grocery shopping situations using a smart shopping cart and responded to their emotional, cognitive, and behavioral responses. An online survey was conducted using Amazon's Mechanical Turk (N = 185). All participants were US consumers over 20 years old and had been shopping at the grocery store in the last month. Data were analyzed through structural equations modeling with AMOS 20. Results: Test results showed that consumers who perceived higher levels of time pressure and perceived crowding in usual shopping situations were more likely to evaluate the SST system favorably. The results showed that personal characteristics have a significant impact on consumers' evaluation of functional environmental stimuli in retail setting. As consumers evaluated the SST system favorably, they experienced more positive affect and less negative affect during their shopping behaviors. Positive affect led to good service quality inference, which further increased patronize intention. However, negative affect did not show a significant impact on service quality inference, but only on patronize intention. Conclusions: This study attempted to investigate the influence of SST system by extending the traditional S-O-R model. This study classified the SST system as functional environmental stimulus of retail stores and analyzed the effect of stimulus on consumers' internal and external responses. The results of this study showed that the introduction of innovative SST can serve as an effective store differentiation strategy in an increasingly competitive retail environment.

• 복식
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• 제59권4호
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• pp.54-66
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• 2009

An empirical study was conducted on fashion cultural products with Korean image, targeting Korean and American consumers. Its purpose was to identify Korean and English consumers' attitude and purchase intention and to compare difference of its influence factor toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using on-line questionnaires was targeted at American and Korean consumers. A total of 400 responses were used in the analysis. Results of data analyses using SPSS 13.0, are as following. First, for American consumers, uniqueness-seeking had a positive effect on attitude toward of cultural product with Korean image, followed by service of salespersons, change-seeking, and appearance of salespersons. For Korean consumers, easy accessibility was significantly related to attitude. Second, for American consumers, uniqueness-seeking and appearance of salespersons had a significant influence on the purchase intention of the cultural product with Korean image. For Korean consumers, no attributes were related to purchase intention. This research about fashion cultural products that will compete in the global market presents exploratory information targeting domestic and foreign consumers and will contribute to the strategic aspect of newly growing high-added-value industries.

• 한국안광학회지
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• 제20권1호
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• pp.15-23
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• 2015

목적: 본 연구는 안경테에 대한 부산 울산지역 소비자와 안경사의 인식에 대해 알아보고, 안경테의 의료기기 전환을 위한 올바른 추진방향을 모색하고자 하였다. 방법: 부산과 울산지역에서 설문에 응한 137명의 소비자와 '부산 안경사 보수교육'에서 설문에 응한 100명의 안경사를 대상으로 설문지를 작성하도록 한 후 설문내용을 비교분석하였다. 결과: 79%(108명)의 소비자와 94%(94명)의 안경사는 안경테의 의료기기 전환에 찬성하였으며, 그 이유로 소비자의 경우에는 안경사와의 신뢰도 향상을, 안경사의 경우에는 안경사의 전문성 향상을 기대하는 것으로 나타났다. 반면에 21%(29명)의 소비자와 6%(6명)의 안경사는 안경테의 의료기기 전환에 반대하였으며, 그 이유로 소비자의 경우에는 의료보험료의 인상을, 안경사의 경우에는 안경원이 아닌 의료기기 판매점에서의 판매를 우려하는 것으로 나타났다. 결론: 안경테의 의료기기 전환에 대한 부산 울산지역 소비자와 안경사의 인식 조사 결과, 대부분이 찬성하는 것으로 나타났다. 그러나 이를 위해서는 소비자와 안경사의 관심과 지지가 적극적으로 필요하고, 더불어 소비자와 안경사의 우려사항들을 반영한 순차적인 추진이 필요할 것으로 사료된다.

• Journal of Nutrition and Health
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• 제46권2호
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• pp.166-176
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• 2013

The purpose of this study was to investigate consumption of health functional food (HFF) and dietary habits, nutrient intake, and dietary quality by HFF consumption in college students. The subjects of this study included 283 college students (179 males and 104 females) in Incheon metropolitan city. The cross-sectional study was conducted using self-reported questionnaires, including kinds of HFF consumed, motivation for purchase, reason for consumption, effect after consumption, reason for no consumption, and dietary habits. A three-day recall method was used for dietary assessment. Dietary qualities were assessed using nutrient adequacy ratio (NAR), mean adequacy ratio (MAR), and nutrient density (ND) values. The percentage of HFF consumption was 40.2% in males and 50.0% in females. The main kinds of HFF consumed by males were vitamins and minerals, red ginseng, protein, and omega-3 fatty acid, in that order. HFF consumed by females were vitamins and minerals, red ginseng, omega-3 fatty acid, and individually approved functional ingredients, in that order. The main motivation for purchase of HFF was recommendation of family and relatives (males 76.4% and females 78.8%). The main reason for consumption of HFF was health promotion (males 67.7% and females 63.5%) and the main reason for no consumption of HFF was not having a health problem (males 49.5% and females 46.2%). The dietary habit score for 'eat the milk or dairy product everyday' (p < 0.05) in females was significantly higher in HFF consumers, compared to HFF non-consumers. In males, the ND of vitamin B1 (p < 0.05) in HFF consumers was significantly higher compared to HFF non-consumers. In females, HFF consumers showed a significantly higher ND of vitamin B2 (p < 0.05) and Ca (p < 0.01), compared to HFF non-consumers. Regardless of HFF consumption, the NAR of vitamin C, folic acid, and Ca was less than 0.7. These results suggest the need for nutrition education for college students in order to improve dietary habits and for balanced nutritional status, and to provide correct information on HFF.

• 한국의류학회지
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• 제26권2호
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• pp.205-215
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• 2002

The purpose of this study was to identity the relationship of clothing involvement, consumer characteristics, and clothing buying behavior of college female students in China. A questionnaire was developed to measure clothing involvement, materialism, conspicuous consumption, reference group influence, clothing purchasing modes, fashion information sources. The questionnaire was administered to 390 college female students in Dandong of china. The data were analyzed using percentage, frequency, factor analysis, and t-test. The results of the study were as follows: 1. Subjects were divided into low clothing involved and high clothing involved groups according to the level of clothing involvement. 2. Three dimensions of materialism were derived by factor analysis such as Happiness-pursuing, Life-centered, and Sucess-symbolic. And three dimensions of conspicuous consumption and reference group influence were derived by factor analysis such as luxury oriented, Status symbolic, Brand-name oriented, and Comparative, Informational, Normative exactly. Clothing purchasing motives and fashion information sources were factor analysed as Social and Individual mole, and Printed & Electric-wave media, Marketer managed, Personal exactly. 3. There were significant differences between high involved and low involved consumers in consumer characteristics and clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about materialism especially in Happiness-pursuing about conspicuous consumption in status symbolic and about influence of reference group in comparative. The high involved consumers put more importance than low involved consumer individual motive as clothing purchasing motive, and marketer managed in clothing fashion information. The high invoked consumers showed more importance than low invoked consumers about evaluating attributes of product, and about store patronage criterion.

• 한국패션뷰티학회지
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• 제2권2호
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• pp.48-58
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• 2004

The purpose of this study was to identify the variables influencing consumers' deal proneness. The data were collected from 385 college female students living in Daegu, Korea via self-administered questionnaires and were analyzed by frequency, factor analysis, Cronbach's ${\alpha},\;X^2-test$, t-test and stepwise regression analysis. The results of the study were as follows: 1) There was found significant differences of demographic variables between domestic and imported cosmetics' consumers. 2) Deal proneness which were Consumers' responses to sales promotion were classified into six factors which were mileage proneness, display proneness, gifts proneness, sample/coupon proneness, sweepstakes proneness, make-up show proneness. 3) Domestic cosmetics' consumers who had higher gift proneness, sample/coupon proneness, mileage proneness had significantly positive influence on the buying experience of promoted cosmetics. Imported cosmetics' consumers who had higher sample/coupon proneness and lower make-up show proneness had significantly positive influence on the buying experience of promoted cosmetics.