• Journal of Korean Home Economics Education Association
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• v.6 no.2
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• pp.161-174
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• 1994

In this study, among the cognitive learning models for information process, Taba’s inductive thinking model and Joyce&Weil’s concept attainment model, which help to obtain and study the concepts, can be applied to the ranges of consumer-education. Considering this, a new teaching-paln can be made. Applying the plan to the present teaching environments. I will do the research possibilities of applying the concept-learning teaching-plan to the consumer education. In the method of this research, many books, related to home economics & consumer-education, characters of concept-learning, and concept teaching-learning models, were studied. Also, on the basis of theoretical evidence, the teaching-plan, that apply the concept teaching model, were made. In addition, experimental research was done to find out the possibilities that the plan focusing on concept learning was applied or not. As a result of this study, two points are briefly summarized : 1. The teaching plan using Taba’s and Joyce & Weil’s concept-attainment model was made. 2. Concept-learning in consumer-education didn’t have a great a great influence to the changes of consumer-roles and attitudes, but had a great influence to the effects of consumer concept-knowledge(p<0.01) The effects of consumer-knowledge had much relation to consumer-roles and attitudes. The learners whose grade is higher in attainments of consumer-knowledge, also have a high grade in consumer-roles and attitudes.

• The Research Journal of the Costume Culture
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• v.21 no.3
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• pp.440-451
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• 2013

Because of the e-shopping market consumers now have diverse options to choose when placing their orders, and find it easy to obtain the required information through the Internet. Especially, for consumers, product reviews posted on an e-tailer's website have become more important criteria than such information available elsewhere. Hence, this study investigated the influence of the direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Four types of online reviews based on direction (positive/negative) and evaluative content in review information (objective/subjective) were used in the experimental design. Further, stimulus reviews were developed. Credibility, usefulness of reviews, product preference, and purchase intention were the measured dependent variables in each of the four situations of online review presentations. The results indicated that, overall, positive and objective online reviews resulted in a higher level of consumer attitude. The content in these reviews had a relatively stronger influence than the direction on attitudes toward online reviews. Overall, objective reviews generated a higher level of credibility and usefulness of information than subjective reviews. Regarding subjective reviews, negative information was more related to credibility, whereas positive information was more related to usefulness. Further, positive information had a higher influence than negative information on consumer attitudes.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.609-624
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• 2023

This study aimed to explore the effects of perceived benefits on consumers' attitudes towards cross-border online shopping websites. We also explore whether and how consumers' COVID-19 anxiety and brand familiarity weaken or strengthen the relationship between these perceived benefits and consumer attitudes. A total 319 items of data were used for the final analysis. The perceived benefits of a website were found to have only an indirect effect on purchase intentions by mediating consumers' attitudes toward the site. Competitive pricing of fashion products directly affected purchase intentions. COVID-19 anxiety was found to have a negative moderating influence on the relationship between perceived enjoyment and consumer attitudes, whereas brand familiarity had a positive moderating effect on both the relationships between perceived usefulness and consumers' attitudes toward the site and between perceived ease of use and their site attitude. This study provides useful insights for international e-tailers in developing marketing strategies that attract international consumers. Academically, we have contributed to the existing literature on the perceived benefits of global online shopping and the moderators of consumers' attitudes towards e-commerce sites.

• Human Ecology Research
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• v.56 no.6
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• pp.507-525
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• 2018

This study examines the consumer empowerment index for Chinese elderly consumers, the impact of socio-demographic variables, exposure to mass media, and communication about consumption on consumer empowerment. The consumer empowerment index is composed of three factors: consumer knowledge, consumer attitude, and consumer skill. Data were collected from 301 Chinese elderly consumers aged 60 to 80 years old via a professional online survey firm. The findings of the analysis were described using frequency, t-test, ANOVA, and multiple regression analysis. The results are as follows. First, the average of consumer knowledge was 35.69 points out of 100, consumer skill was 65.71 points, and consumer attitude was 68.87 points. Second, socio-demographic variables indicated that education level, previous occupation, type of residence and communication about consumption impact consumer empowerment. Elderly consumers with higher education had higher consumer attitudes and better overall consumer empowerment than those with lower education. Consumers who were self-employed workers had higher consumer skills than those of technical or service workers. Elderly consumers who live alone had higher consumer skills than those who live in a nursing home. Third, according to communication about consumption, family communication is positively associated with consumer attitudes, skills and overall empowerment, while friend communication is positively associated with consumer attitudes and overall empowerment. The findings of this study are useful in developing guidelines that help the government make consumer education systems for the elderly who want to improve consumer empowerment levels evenly among these factors.

• Culinary science and hospitality research
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• v.11 no.1
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• pp.18-29
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• 2005

The study is to find the relationship between brand concept consistency and the consumer attitude toward the extended brand and the moderating roles of knowledge, involvement and typicality on their relationships in the food-service industry. In the severely competitive market, brand extension strategy has become a key strategy to the companies that are trying to expand in the new market and to cut down the marketing cost. First , the similarity which is measured by consistency of brand concept has a positive effect on the consumer attitude toward the extended brand. Second, the knowledge on the original brand has moderating effect on the relationship between consistency of brand concept and the consumer attitude toward the extended brand. More knowledge brings on more favorable attitudes.

• Journal of Families and Better Life
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• v.4 no.1
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• pp.95-107
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• 1986

This study is mainly concerned with providing a basis for the development of adolescent consumer education. the objective of this study is to investigate the factors related to consumer knowledge, consumer role attitudes and consumer skills. The samples are composed of 1453 adolecent consumer filtered by purposive sampling. The sample includes 3 subgroups from middle and high school students. the statistics used for data analysis are t-test and ANOVA. Results are as follows; (1) Consumer knowledge differs according to the numbers of school years, region , parents' occupation , farther's education level, discretionary expenditure. (2) Consumer role attitudes differ according to consumer's number of school years, gender, region, family income , parents' occupation, father's education level, discretionary expenditure, (3) Consumer skills differ according to gender, region, family income, parents' occupation, father's education, discretionary expenditure, and consumer experience.

• Journal of Distribution Science
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• v.10 no.10
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• pp.35-43
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• 2012

Purpose - The current analysis has been done in order to verify the difference between consumer attitudes on the distributor's PB products in terms of practical shopping value and attitudes about the product according to its perceived quality. Research design, data, and methodology - The target respondents of this study were those who have bought PB products at large-scale discount stores within the past six months. We asked homemakers, office workers, and students who live in Seoul or Daejon to respond to a questionnaire by filling out self-evaluations, and collected the completed questionnaires. To test the hypothesis, a t-test was carried out by group for 25 percent of the high and low rankings, including a quarter of the total respondents, to verify attitudes toward products and brands, purchase satisfaction, and re-purchase intention according to the practical shopping value and recognized quality of PB products. A variance analysis was conducted to see if there were differences among groups in terms of practical shopping value and perceived quality. Scheffe's back testing was used to identify differences between groups. Results - The result of the investigation of consumer attitudes according to practical shopping value is as follows. First, it was verified that consumer attitudes about PB products increase as practical shopping value increases. Second, there was no significant. Third, it was verified that repurchase intentions for PB products get higher as the practical shopping value of the consumer increases. The following is the result of the investigation of consumer attitudes according to the perceived quality of PB products. First, it was verified that the product attitude improves as the perceived quality of PB products increases. Second, the research confirmed that the brand attitude improves as the perceived quality of PB products increases. Third, consumer satisfaction is higher when the perceived quality of PB products is high. Fourth, this study verified that repurchase intentions for PB products are higher as the perceived quality of the product increases. Finally, the results of identifying differences between groups for perceived quality and shopping value are as follows. It was identified that there were differences in shopping value according to the characteristics of the groups. However, perceived quality does not change according to the characteristics of groups. Conclusions - These results have practical implications for the marketing strategy of PB products in order to satisfy consumer demands and provide a differentiated service by the distributor. In addition, it is suggested that a communication strategy may be necessary to increase brand loyalty and ensure the continual growth and value creation of PB products as symbolic products for distributors.

• Journal of Families and Better Life
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• v.18 no.3 s.47
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• pp.39-52
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• 2000

The purposes of this study were to identify the attitudes toward of market goods characteristics and to investigate the relationships between attitudes toward market goods characteristics and the level of market goods substitution of housework. For empirical analysis, the data of the study was collected from 572 married women living in Seoul. A questionnaire was used as a survey method. Data was analysed using SPSS/WIN8. The major findings of the study were as follows: 1) Wives had negative attitudes toward quality characteristics in the domain of food, but positive attitudes in the domain of clothes. They had positive attitudes toward time/labor saving characteristic, especially ready-made side dishes and dining-out, whereas negative attitudes toward money saving characteristic in the domain of food and clothes. 2) The level of market goods substitution of housework was influenced by the attitudes toward market goods characteristics.

• International Journal of Human Ecology
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• v.10 no.1
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• pp.23-33
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• 2009

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.

• Journal of Korea Trade
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• v.23 no.3
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• pp.105-117
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• 2019

Purpose - Underdog positioning is often used to evoke a positive attitude when interacting with consumers. However, little research has been conducted on the market competition structure and innovation contexts in which underdog positioning produces the most impact. This research aims to investigate unexplored boundary conditions of underdog positioning and addresses two issues: market structures (oligopoly vs monopolistic competition) and perceived firm innovativeness (PFI). Design/methodology - Two one-way ANOVA designs (market structures: monopolistic competitions vs. oligopoly; perceived frim innovativeness: strong vs. weak) were randomly assigned to 297 graduate and undergraduate students (52 % female) majoring in business. Study 1 examined the effect of underdog positioning on consumer attitudes in the different market structures. Study 2 investigated the relationship between underdog effect and consumer attitudes through viewing conditions that varied in PFI. Findings - Drawing on the results of the study, the authors conclude that underdog positioning is effective to generate more positive consumer attitudes when employed in the market structure of monopolistic competition rather than oligopoly. Moreover, both underdog and top dog positioning are likely to generate more positive consumer attitudes when accompanied with strong PFI than weak PFI. Originality/value -This is the first study to distinguish between monopolistic competition and oligopoly market structures with underdog positioning as well as to demonstrate a positive effect of PFI, regardless of the type of brand narratives.