• Title/Summary/Keyword: consumer attitude

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A Study on Mobile Convergence Products using Multi-Regression Analysis Methods -based on Mobile Phone- (다중회귀 분석기법을 이용한 모바일 컨버전스 제품에 관한 연구 -휴대전화 중심으로-)

  • Cho, Dae-Ho;Cheon, Hyeon-Jae;Lee, Hong-Cheol
    • Science of Emotion and Sensibility
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    • v.10 no.1
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    • pp.13-21
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    • 2007
  • Many companies launched convergence products that are merged with several functions. Mobile convergence has some advantages such as portable convenience, usability of use, economic advantage that takes parts of the common component among products in the aspects of the digital products. Even though a plenty of items launched by convergence boom in the market, not tons of convergence products succeeded in the market because One of the major reasons is that companies don't take consumer evaluations in the process of the product development. It is important to set up infrastructure and excellent quality of the products for lasting the lifecycle of the convergence items. But, above all, it is imperative to find out how consumers evaluate convergence products and what they are affected to meet their satisfaction. Nevertheless, there are few case studies about consumer evaluations in mobile convergence until now. This study is to find out how consumers evaluate convergence products and what is the factor. This study surveyed 158 subjects and used multi-regression analysis and ANOVA(analysis of variance). The results of this study show that factors such as relative advantages, complexity, observability, perceived convenience affect the attitude of consumers.

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A Study on the Determinants of the Perceived Value and Preference toward the Private Brand of the Discount Store (할인점 PB제품에 대한 소비자의 지각적 가치와 선호도의 선행요인에 관한 연구)

  • Kim, Chong-Eui;Han, Dong-Yeo;Kim, So-Ree
    • Proceedings of the Korean DIstribution Association Conference
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    • 2006.05a
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    • pp.35-56
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    • 2006
  • The objective of this research is to identify the factors affecting the quality perception of consumer about the private brand and to investigate how the monetary utility of the private brand affects the consumer's preference. The main finding can be summarized in three points. The consumer's usage experience with PB have a positive but store image has no significant effect on the quality perception of PB. The perceived quality and monetary utility of PB has a significant effect on the quality perception while the perceived quality has stronger effect. The competitiveness of the national brand in the same store, post-usage attitude, the perceived quality, and perceived value have significant effect on the preference toward PB but monetary utility does not. The perceived effect has the strongest effect. This result suggests that even the value-seeking consumers prefer PB only when the perceived quality exceeds a certain limits. This study provides the strategic implications for retail managers and theoretical implication for the researcher studying PB.

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A Study on Consumer's Recognition of Frozen Processed Foods and Contamination Levels of Frozen Seafoods (냉동가공 식품에 대한 소비자 인식도 및 수산 냉동식품의 오염 상태 조사 연구)

  • Kang, Su-Jeong;Kim, Ok-Seon;Son, Shih-Hui;Yoo, Hae-Min;Lee, Jee-Won;Jung, Su-Young;Cho, Ah-Young;Yoon, Ki-Sun
    • Journal of the East Asian Society of Dietary Life
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    • v.18 no.6
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    • pp.873-883
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    • 2008
  • In this study, we assessed consumers' recognition of frozen foods via a survey study, and monitored the contamination levels of total aerobic bacteria and Escherichia coli in imported and domestic frozen seafoods obtained from five whole sale markets in Seoul. A questionnaire used to assess the perception of frozen food safety and the attitude towards frozen food usage was developed and distributed to 350 adults. A total of 324 questionnaires were subjected to frequency analysis and a chi-square test, using SPSS for Windows. The results of our survey study demonstrated that 44.6% of the respondent consumed frozen processed foods two to three times per month, with dumplings being the most frequently purchased. 70.5% of the respondents selected "convenient cooking" as the principal reason for their frozen food purchases. 58% of the respondents believed that frozen processed food is not safe to eat as the result of food additives and changes in quality during the shelf life period. Consumers most profoundly preferred frozen seafood originating from America, and preferred that from China least profoundly (81.2%). Microbiological analyses demonstrated that the aerobic plate counts of frozen seafood, regardless of origin, fulfill the standard requirements except for one frozen clam (6.6 Log CFU/g), which was a heated-frozen domestic product. In addition, E. coli was isolated from frozen cooked mussels, frozen raw clams and squids, thus indicating that more strict hygienic regulation for frozen seafoods will be necessary to protect the consumer in both domestic and foreign markets.

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Two Factors of Overseas Online Shopping : Self-Efficacy and Impulsivity (해외직접구매의 두 요소 : 자기효능감과 구매충동성)

  • Lee, Han-Suk
    • Journal of Distribution Science
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    • v.16 no.8
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    • pp.79-89
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    • 2018
  • Purpose - This research aims to investigate the factors that influence consumer's overseas online shopping behavior. Consumers adopt overseas online shopping as a new buying way and more and more consumers prefer overseas online shopping than traditional shopping ways. Consumers' behaviors in this shopping experience can be different from other shopping experiences. With the increase of overseas online shopping, we need to find antecedents and results of overseas online shopping. Especially there would be positive or negative factors which influence overseas online shopping motivation. To find the relationship, this study examines self-efficacy and impulsivity as major factors which influence overseas online shopping. We also suggest that several attitude factors increase self-efficacy and it is positively related to customer satisfaction. On the other hand, we assume that overseas online shopping factors influence impulsivity of buying and it will decrease customer satisfaction. Research design, data, and methodology - This empirical study data were collected from Korean people who experience overseas online shopping. The subjects for this study were confined to shoppers who used overseas online shopping within the past six months. A total of 267 responses were gathered. SPSS 23.0, PLS 2.0 software were used in the data analysis. Descriptive statistics were used to show sample characteristics. We examined reliability, validity test for constructs. All measurement items used seven-point scales(1= very strong disagree, 7 = very strongly agree) drawn from previously published papers. Partial Least Square method was applied to find the relationship between antecedent factors and dependent factors and hypotheses were estimated. Results - Results show that perceived superiority, perceived ease of use, perceived transaction safety, perceived behavioral control positively affect self-efficacy. Self-efficacy influences positively to consumer's post purchase satisfaction. Perceived monetary benefit and perceived uniqueness motivated impulse buying. This can make consumer's post purchase dissatisfaction. Conclusions - This paper attempted to confirm the existence of both the positive and negative faces of overseas online shopping. The result reveals that self-efficacy is a major factor which may increase satisfaction in the overseas online shopping. Usually, we can think monetary benefit and uniqueness of products motivate overseas online shopping. But it can also intrigue impulse buying and negatively affect customer relationship. Therefore companies should provide enough products information to their potential customers and they might apply adequate processes such as recommendation, comparing systems to build long term relationship with their customers.

Relationship between Leisure Time and Time Pressure: Gender Differences in the Moderating Effect of Gender Role Attitudes (여가시간과 시간압박감의 관계 : 성별에 따른 성역할 태도의 조절효과를 중심으로)

  • Jang, Youn-Ju;Lee, Ki-Young;Choe, Hyuncha
    • Journal of Family Resource Management and Policy Review
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    • v.16 no.4
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    • pp.195-211
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    • 2012
  • The purpose of this study is to investigate the relationship between leisure time and time pressure based on time availability perspective and gender perspective. For this purpose, this study examined the use of leisure time and the level of time pressure according to gender and gender role attitudes and investigated the relationship between leisure time and time pressure focusing on gender differences in the moderating effect of gender role attitudes. The sample for the study was drawn from the Time Use Survey data collected by Korean National Statistical Office in 2009. Two cases were gathered from each of the samples who are married, aged over 20, presently working and raising preschoolers, which makes 3,150 cases in the total. The major findings are as follows. First, the differences of leisure time between groups according to gender role attitude are not significant, but gender differences are significant. Men's leisure time is more than women's leisure time. Secondly, people with progressive gender role attitudes have higher time pressure than people with conservative gender role attitudes. By the gender groups, women's time pressure is higher than men's time pressure. Thirdly, men's time pressure is decreasing as leisure time increases, but effect of leisure time on women's time pressure is not significant. Women with progressive gender role attitudes have higher time pressure than women with conservative gender role attitudes. On the other hand, influence of gender role attitudes on men's time pressure is not significant. Fourthly, only male group has a significant moderating effect of gender role attitudes in the relationship between leisure time and time pressure. In other words, time pressure of men with conservative gender role attitudes is decreasing more sharply than men with progressive gender role attitudes as leisure time increases. In contrast, increased leisure time does not relieve women's time pressure even though they have conservative gender role attitudes. These results show that men's time pressure can be interpreted in the time availability perspective, while women's time pressure can be described in gender perspective.

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Modeling Consumers' WOM (Word-Of-Mouth) Behavior with Subjective Evaluation and Objective Information on High-tech Products (하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구)

  • Chung, Jaihak
    • Asia Marketing Journal
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    • v.11 no.1
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    • pp.73-92
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    • 2009
  • Consumers influence other consumers' brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders' activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation and WOM with objective information) and its influencing factors (information sources and consumer characteristics) by developing two bivariate Probit models. In order to consider the mediating effects of WOM senders' product involvement, product attitude, and their characteristics (gender and age), we develop three second-level models for the propagation of positive evaluations, of negative evaluations, and of objective information on products in an hierarchical Bayesian modeling framework. Our empirical results show that WOM senders' information choice behavior differs according to the types of information sources. The effects of information sources on WOM activities differ according to the types of WOM messages (subjective evaluation (positive or negative) and objective information). Therefore, our study concludes that WOM activities can be partially managed with effective communication plans influencing on consumers' WOM message choice behavior. The empirical results provide some guidelines for consumers' propagation of information on products companies want.

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The Attitude of Hair Cut, Permanent Wave, Coloring by Age in Women's Customer (미용실 여성고객의 연령에 따른 헤어 컷, 퍼머넌트, 염색에 대한 태도)

  • Choi, Soo-Jung;Park, Hye-Won
    • Journal of Fashion Business
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    • v.12 no.4
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    • pp.28-45
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    • 2008
  • The purpose of this study is to diagnose actual condition of preference of hair-styling, hair-styling techniques, management, grasping a consumer's consciousness, etc with women living in a city. The survey was gotten to a feminine customer who visited the ten of beauty-shops in shopping center. And statistical data about the actual condition of hair-styling preference realities, hair-styling method and style management was entered into the SPSS statistics analysis system. In brief, be as follows by the results of study. There showed significant difference that noted in hair-style information and basis alternative a beauty salon, there were able to know people whose age is from 20's to 40's got mainly an influence of public media very much and from 40's to 50's got mainly an influence of people around them. Basis alternative of a beauty salon showed significant difference to follow age categories. It appeared that introducing from people around them have a effect on the 20's and 30's, and 40's got an influence of convenience of traffic, and 50's got mainly the shortest distance. In an attitude toward a hair style, especially toward hair cut, a case to do hair cut was most a lot of in own selections, and its result was independent of age categories. The reason that wants to give a chance was most a lot of thinking without an age. Preference length of hair cut showed a significant difference according to age. In permanent section, own selections appeared most regardless of age. And in the permanent motive, also, to have a change appeared most regardless of age. And people had a preference natural to role up to setting regardless of age in permanent wave. In hair color section, women whose age is 20's, 30's, 40's had a motive for a change, on the other hand, 50's and their senior had a motive for a gray hair. Women of all over the age almost knew a fashion color, and they had a preference brown color. In a preference way along a hair color kind, there was a significant difference according to age, also. 20's and 30's did mainly 'semi-permanent coating' and 40's and 50's did mainly 'permanent hair color'. In a attitude about a hair-style management, the more age is young, the more a period is long term. And the more age is old, the more the outlay for price of cut is expensive. But, on the contrary, permanent price showed that the more age is young, the more the outlay for price of permanent is expensive. In hair color, the more age is old, the more a period is short and the more price is low.

College Students' Perspectives on Femvertising through Focus Group Interview (한국 대학생들의 펨버타이징(femvertising) 관점에 대한 포커스 그룹 인터뷰 연구)

  • Um, Namhyun
    • Journal of Digital Convergence
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    • v.18 no.11
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    • pp.501-513
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    • 2020
  • Femvertising campaigns are more easily observed in oversea rather than in Korea. Most recently, not only global companies but local consumer goods companies launched several femvertising campaigns. However, no research was done on effects of femvertising in Korea. Thus, this study will explore Korean college students' understanding of, attitude toward, and effects of femvertising through focus group interviews. Study results found that college students have low level of understanding on the concept of femvertising. However, they are somewhat familiar with contents of femvertising. Femvertising is believed to have positive impacts on gender equality and female empowerment whereas there are growing concerns over commercializing feminism. Study participants, regardless of gender, suggest that femvertising could influence consumers' attitude toward advertising and brand, but they are skeptical of purchase intention. Lastly, female participants suggest that femvertising, compared to traditional advertising, will enhance attitude toward ads and brand, and even have a positive impact on feminism. However, male participants suggest that femvertising may exacerbate the gender conflict between males and females which is called as 'misandry' or 'misogyny'.

A Study on the Structural Relation of Vietnamese Consumer's Green Purchase Behavior (그린구매행동의 구조적 관계에 관한 연구)

  • Thanh, Huyen;Park, Ju-Sik
    • Management & Information Systems Review
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    • v.35 no.3
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    • pp.131-153
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    • 2016
  • This research suggests a structural model of green purchase behavior, focusing on the moderating effect of affordability. Affordability means buying power or ability to buy products. Based on the literature review, a research model of behavior of buying green products was proposed and tested empirically using the field study. To examine the proposed research model, the reliability and validity verifications on measurement items were carried out and then the structural equation model analysis was applied to test the model. Lastly, to test the moderating effect of affordability, a two-group model(using Amos program) was used subsequently so that it could be determined whether or not there was any significant difference in structural parameters between the high affordability group and the low affordability group. The empirical results are as follow: Firstly, green purchase attitude is influenced by ecological concern and collectivism, then green purchase attitude has an impact on green purchase intention, and in turn, green purchase intention affects green purchase behavior. Secondly, affordability significantly moderates the relationship between green purchase intention and green purchase behavior. These results are consistent with the past researches and based on them, some managerial implications are given.

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A Study on the Satisfaction and Achievement of Learning by Female Learner's Characteristics in Internet Education Program (여성 학습자의 특성에 따른 인터넷교육 프로그램 만족도와 학업성취도에 관한 연구)

  • Lim, Kwang Myung;Kim, Sung Soo
    • Journal of Agricultural Extension & Community Development
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    • v.8 no.1
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    • pp.25-40
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    • 2001
  • The purposes of the study were to identify satisfaction and achievement of learning by female learner's characteristics, and to suggest measures to improve quality of education in internet education programs. In order to determine the educational effectiveness associated with the characteristics of learners, this study attempted to employ two way approaches by observing the degree of achievement for learning, which represents an instructor-oriented approach, and the degree of satisfaction for education, which represents a learner-oriented approach to enhance the quality of internet education for female learners. As an approach to evaluate the educational effectiveness, the degree of achievement in learning(Tyler's classical approach), and the degree of satisfaction for education (Scriven's consumer-oriented evaluation model) were utilized. A survey form was developed by the researcher after reviewing the various tools originated from Boshier, Cross, Gagne and Choi, and distributed to a panel of judges that examined the content validity of the instrument. The sample for the study consisted of 160 female learners from three universities in Seoul and capital area, and the survey form was used to collect data for this study. The SPSS WIN program was used in analyzing the data and a series of statistical tests were conducted including frequency, percentile, t-test, ANOVA, correlation, multiple regression, and factor analysis. The statistical significance level was 0.05. The following conclusion were drawn from this study of female internet education. First, it was evident that female internet learners tend to utilize information from internet, and this can be interpreted as participants' positive attitude, and voluntary participation. Second, educational facilities and services should be improved in the future, because the level of satisfaction was low in these areas compared to curriculum and educational methodology. Third, the participating factors influenced by the level of satisfaction for education of learner characteristics were the 'formation of inter-personal relationship and willingness to change' and the 'needs for education on internet', thus appeared that both social and educational needs influenced the level of satisfaction for education. Fourth, the degree of achievement in learning was higher in the order of 1) attitude 2) function 3) knowledge, thus, attitude change was the most important in achievement of learning. Fifth, the individual background that influenced the level of achievement in learning were age and educational experience. As for the individual level of achievement for learning, the younger and more educated group were more satisfied.

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