• The International Journal of Costume Culture
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• 제9권2호
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• pp.133-148
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• 2006

This research endeavors to provide correct handling methods of jeans through a study on care labels for wearing and handling behaviors of female university students in their twenties. The conclusion of the research is as follows: The study indicates that coeds own more than seven jeans and wear them three or four times a week on the average. The research showed that washing jeans once weekly is the highest. It showed that the jeans are mainly laundered with water and also with water and dry cleaning together. The students responded that they dry cleaned the pants several times and then water wash them after buying the pants in order to prevent change in colors and shapes of the pants. Content of labels should be improved because most female students indicated the importance of the care labels. The reliability and understanding of the labels were surveyed to be lacking. The survey indicated that the percentage of checking the sizes was the highest when the students bought the jeans. Furthermore, the label "handle with care" turned out to be examined more frequently than the indication, "textile materials breakdown" when they took care of the clothes including laundering or ironing. Moreover, the students experienced extensive color change after water washing and other accidents when taking care of their clothes. Their attitudes were surveyed to be very passive on handling the problems after washing or handling jeans. Therefore, the study concluded that the labeling methods should be improved especially in regard to the validity verification of the label contents and also the manufacturers should make concerted efforts to improve and enhance the consumer's rights and interests for effectiveness and accuracy of the descriptive labels.

• 한국의류학회지
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• 제34권6호
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• pp.969-981
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• 2010

This study explains the consumer acceptance of smart clothing using the extended Technology Acceptance Model (TAM); in addition, it compares the difference in the path hypotheses of the perceived group and nonperceived group from the aspect of the extended TAM. A total of 815 copies of questionnaire were collected from a web-based survey in March 2009. Structural equation modeling was used to examine the entire pattern of intercorrelations among the constructs and to test related propositions using an AMOS 5.0 package. The fitness of the extended TAM explains the process of the adaptation of smart clothing. Technology Innovation (TI) and Clothing Involvement (CI) were confirmed as antecedent variables to affect TAM. In the perceived group, Technology Innovation (TI) and Clothing Involvement (CI) showed significant impacts on the Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) while Technology Innovation (TI) did not influence the Perceived Ease of Use (PEOU) in the non-perceived group. Perceived Ease of Use (PEOU) influenced the Perceived Usefulness (PU) and indirectly influenced Attitude (A) through the Perceived Usefulness (PU) in both groups. In addition, Perceived Usefulness (PU) did not influence Acceptance Intention (AI) but indirectly affected Acceptance Intention (AI) through Attitude (A). Therefore, Attitude (A) was found to be an important parameter in the adaptation of smart clothing in both groups. This finding implies that consumers first perceive the usefulness of smart clothing, then take favorable attitudes towards the smart clothing, and finally have the intention to adopt it. Strategies for publishing and informing consumers of the functions of smart clothing and usefulness in life are necessary; in addition, understanding what useful values they expect from the clothing is also crucial.

• 한국융합학회논문지
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• 제10권11호
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• pp.411-417
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• 2019

소득수준이 향상됨에 따라 소비자의 예술에 대한 관심이 커지고 있으며, 이러한 추세를 반영하듯 아트마케팅이 대중화되고 있다. 본 연구는 예술작품을 활용한 광고 형식을 유형화 한 후 명화의 시장 노출 빈도에 따른 소비자들의 광고 효과(광고태도/회상/진단성)를 실험연구를 통해 살펴보았다. 본 연구결과, 첫째, 명화 활용 방식에 따른 회상은 통계적으로 유의미한 차이가 발생하지 않았다. 그러나 재해석된 명화에 대한 진단성은 긍정적인 것으로 나타났다. 둘째, 시장노출빈도가 적은 명화광고가 상대적으로 더 많이 회상된 것으로 나타났다. 셋째, 시장 노출빈도가 높은 명화를 재해석한 광고가 가장 회상이 높게 나타났다. 본 연구는 고관여 제품에 한정하였으나 향후 저관여 제품에 대한 연구도 진행해 볼 필요가 있다. 본 결과는 효과적인 명화차용 광고를 제작하는데 기여할 것으로 기대된다.

• 디지털융복합연구
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• 제19권10호
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• pp.111-118
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• 2021

소비자들의 기부에 관한 관심이 증가함에 따라 이에 영향을 미치는 요소들을 연구할 필요성이 증대되고 있다. 본 연구는 기부자의 수가 급증하고 있는 기부 방법 중 하나인 관계를 통한 기부에 영향을 미치는 요소로 성별의 차이를 제안하였다. 연구 1에서는 남성보다 여성이 관계 중심의 기부 광고에 더 호감을 보이는 것으로 나타났다. 연구 2에서는 여성 소비자들을 각각 남성성과 여성성을 점화하는 방법을 사용하여 실제 기부 현장에서 용이하게 활용될 수 있는 방안을 제시하고자 하였다. 그 결과 여성성이 점화된 그룹이 남성성이 점화된 그룹보다 관계 중심의 기부 광고에 더 높은 기부 의도와 수혜자와의 상호작용 의도를 보였다. 본 연구는 그 동안 연구되지 않은 주제인 관계 중심의 기부 방법이 성별에 따라 선호도가 다르게 나타났고, 여성의 관계 지향적인 특성이 관계 중심의 기부를 선호하였다는 것을 확인하였다는 점에서 관련 연구자와 마케팅 실무자에게 중요한 의미를 제공할 것으로 기대한다.

• 한국식생활문화학회지
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• 제36권3호
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• pp.247-255
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• 2021

Today, energy bars are consumed not only as snacks but also as meal replacement foods. Convenience and nutritional supplementation are the main factors accounting for the increasing use of energy bars. Two hundred Chinese customers who attended the China Fisheries & Seafood Exposition in China, and had no inhibitions about consuming cereal bars were selected. The questionnaire was composed of CATA choices that selected both the reasons for liking and disliking four different types of cereal bars, namely topokki flavor (hot pepper paste), seaweed flavor, kimchi flavor, and ginseng flavor cereal bars with 10% of dried anchovy content produced by BadaOne Co. (Seoul, Korea). The purpose of the study was to investigate Chinese consumer's attitudes and acceptance of different flavored cereal bars containing protein and calciumrich anchovy. For the selected Chinese customers, the acceptance score for the seaweed flavor was the highest, followed by topokki, red ginseng, and kimchi. The acceptance for the topokki flavor was higher than for seaweed for the attributes of color except for general acceptance, flavor, aroma, and texture. The results of the survey showed that the acceptance of kimchi was the lowest, contrary to earlier predictions. The results of the Check All That Apply (CATA) analysis showed that the reasons for liking the seaweed & anchovy flavor were the most diverse, and there was no reason chosen for disliking this flavor. The reasons for liking this flavor were listed as sweet flavor, healthy, seafood flavor, malty flavor, texture, new/unique, and umami. In the case of topokki and kimchi, the reason for disliking the flavor was umami, and in the case of red ginseng, the ginseng flavor was the reason for both likes and dislikes. CA analysis showed that both the flavor and emotional factors were positive for seaweed & anchovy and topokki, but negative for red ginseng. As a result, seaweed & anchovy flavor, which is familiar to the Chinese people, should be the first cereal bar considered for a launch.

• 복식문화연구
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• 제29권3호
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• pp.307-327
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• 2021

This study analyzed the effects of fashion consumers' moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

• 한국의류산업학회지
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• 제24권3호
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• pp.303-314
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• 2022

This study examined the impact of the social features (identification, interaction, information value) and technical features (visibility affordance, metavoicing affordance, social connecting affordance) in live commerce on consumers' attachment, which in turn affects consumers' continued intent to watch live commerce and intent to purchase from the platform. Consumers' attachment was represented by emotional attachment to the live shopping streamer and functional dependence on live commerce. Furthermore, this study investigated the effect of attachment on continuous watching intention and purchase intention. Using a web-based survey and consumers in their 20s and 30s (average age: 30.32) as a sample, this study collected 274 usable responses. The results showed that among the live commerce social system constructs, identification and interaction positively affected emotional attachment to the live commerce streamer. Among the live commerce technical system constructs, visibility affordance and social connecting affordance positively influenced functional dependence on live commerce. Both emotional attachment to the live streamer and functional dependence on live commerce were positively related to a continued intent to watch, which influenced the intent to purchase. This study empirically investigated live commerce based on the socio-technical systems framework and confirmed that both social and technical factors have a significant effect on consumers. This study also identified the impact of live commerce on consumers' attitudes through attachment theory. In addition, it has proved the antecedents and effect of continuous watching of live commerce on purchase behavior by focusing on continuous watching intention where less attention was paid in live commerce research.

• 한국프랜차이즈경영연구
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• 제13권4호
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• pp.13-22
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• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).

• 디지털융복합연구
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• 제20권2호
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• pp.91-105
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• 2022

인터넷 전문은행 관련 선행연구들은 법안, 규제 그리고 도입 기대효과 등의 연구들이 대부분이며, 금융 소비자의 금융 서비스 전환 의도에 관한 연구는 미비한 상태이다. 본 연구의 목적은 금융소비자들이 시중은행에서 인터넷 전문은행으로 서비스 전환 의도에 대해 영향을 미치는 요인을 알아보고자 PPM(Push-Pull-Mooring)이론을 적용하였다. 실제 서비스 이용자들을 대상으로 설문조사를 하였고, Smart PLS 3.0을 사용하여 1차 요인분석과 2차 요인분석을 하였다. 연구 결과 풀요인, 푸시요인 그리고 무어링요인은 전환 의도에 긍정적인 영향을 미쳤으며, 조절변수인 무어링요인은 푸시요인과 풀요인의 전환 의도에 조절효과가 나타나지 않았다. 서비스 전환 연구에 활용되던 PPM이론의 활용 범위를 핀테크 서비스로 확장 하였고, 인터넷 전문은행의 전략과 확산 등 여러 가지 실무적인 유용한 시사점을 제공 할 수 있으며, 소비자 태도를 연구하는 다양한 연구에서 활용할 수 있을 것이다.

• Journal of Korea Trade
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• 제25권1호
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• pp.47-64
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• 2021

Purpose - This paper empirically analyzed the determinants of the online food market in Korea and Vietnam as representatives of the developed market and emerging market. The online food market can be regarded as having a high potential value. This study aims to suggest the appropriate implications for each developed market and emerging market by empirically comparing and analyzing customers' online food purchase determinants in the growth change of the online food market. Design/methodology - The empirical model of this study was established with the motif of the TAM+Trust model suggested by Nguyen et al.'s (2019) existing theoretical framework. Davis's (1989) TAM model was adopted to establish a framework related to the determinants that consumers would accept, for the online food purchasing method. Then, the trust variable is added to the framework which is regarded as an important effector especially in food related researches. In this study's comparative analysis, the multi-group structural equation modeling analysis was implemented. Findings - The main finding of this study can be summarized as that the moderating effect of nationality is significant. This means that there is an obvious difference between the developed online food market and the emerging online food market. In addition, as the growth of the online market changes, the significant determinants of consumers' attitudes and purchase intentions are somewhat different. However, the usefulness of online food purchasing methods and the trust of websites were analyzed as significant factors. Originality/value - Although the potential of the online food market is abundant, studies on the determinants of customer's attitude and purchase intention are insufficient. Moreover, comparative studies between countries have not been conducted in existing studies. Therefore, the research value of this paper can be explained in that it has suggested implications for the continued growth of the online food market.