• 한국정보컨버전스학회:학술대회논문집
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• 한국정보컨버전스학회 2008년도 International conference on information convergence
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• pp.135-140
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• 2008

Recently in the Mongolian wireless marketplace, many E-commerce companies have been making considerable investments in the technological development of M-commerce, taking competitive advantage of new business possibilities offered by Internet-based wireless technologies. In the Mongolian wireless marketplace, this new mobile environment opens the door for new and exciting market opportunities in mobile services and applications. In the near future, these companies will be looking toward M-commerce services as a supplemental source of revenue in the mobile marketplace. This paper examines the roles of M-commerce in the consumers' in order to promote the consumers' loyalty in the booming M-commerce. This paper contains theory that focuses on the basic concepts of the M-commerce environment, its wireless network technologies, and its applications infrastructure. Upon searching for references to assist us in establishing a market hypothesis, we discovered that few comprehensive studies on consumer perspective and behavior related to M-commerce services actually exist in the literature. In the area of M-commerce, many companies neglect the consumer perspective, concentrating only on technological factors only when formulating their market strategies. And, due to technological blindness, many companies were not able to succeed in end-user E-commerce services. Given that fact, this paper formulates a consumer-centric research model. In order to prove the research model, we chose the survey method which allows for the collection of large amounts of data from a sizeable population in a highly economical way. Through the survey, this paper defines consumer's attitudes towards M-commerce services by identifying potential Business-to-Commerce(B2C) applications and its primary target groups in terms of gender and age, and by investigating whether consumers recognize the value proposition of M-commerce applications and services. As shown in the data analysis and results, this research concludes that M-commerce development in Mongolia is still at its infancy, and that the implementation of M-commerce depends not only on technological progress, but also on consumer attitudes and their willingness to adopt M-commerce services. As well, other complex cross-cultural factors-socially, economically, culturally, et cetera-enter strongly into the equation.

• 대한가정학회지
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• 제42권8호
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• pp.15-32
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• 2004

The purpose of this study is to develop an environmental education program for environmentally friendly consumer behaviors by analyzing factors influencing the attitude-behavior relationship, and examining consumer information needs about environmental problems. Environmental information demanded by consumers could be classified into five main areas; 'use and disposal of environmentally friendly resources', 'purchase of environmentally friendly goods', 'environmental problems and consumer sovereignty', 'environmental laws and regulations' and 'environmental values and consumer's civil consciousness'. Based on the study results, an environmental education program for consumers was developed which consisted of two main parts, basis and practice. The former aimed to strengthen consumer consciousness about environmental problems and the latter, to make regular environmentally friendly consumer behaviors. The two parts were correlated. Thus strengthening environment-related consumer consciousness by learning the part of basis could promote of environmentally friendly consumer behaviors.

• 복식
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• 제52권4호
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Asia Marketing Journal
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• 제26권2호
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• pp.90-103
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• 2024

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where online shopping is most prevalent. Both theoretical and practical implications are discussed.

• 한국조리학회지
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• 제21권6호
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• pp.331-340
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• 2015

본 연구에서는 기능성 베이커리 구매동기가 소비자태도와 구매의도에 미치는 영향요인들과 그 요인을 이용한 앞으로의 활용방안을 제시하고자 한다. 총 230부의 설문지를 배포하여 불성실하게 응답한 20부의 설문지를 제외한 나머지 210부의 유효한 설문지를 실증연구에 사용되었다. 조사 연구의 목적을 달성하기 위하여 통계프로그램 SPSS 18.0을 활용하여 빈도분석, 요인분석 및 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과를 보면 구매동기에 대한 측정항목의 탐색적 요인분석 결과, 3개 요인으로 KMO 값은 0.735, 총분산비율 65,759%, 소비자태도에 대한 요인분석은 총분산비율 72.421%, KMO 값은 0.684로 나타났다. 구매의도에 대한 요인분석은 총분산설명력 67.139%, KMO 값은 0.683으로 나타났다. 변수들 간의 상관관계가 다른 변수에 의해 설명되는 정도가 좋게 분석되었고, 유의확률이 0.000으로 나타나 전반적으로 변수들 간의 상관관계는 유의적이다. 따라서 구매동기에 따른 소비자태도와 구매의도에 미치는 영향에 관한 가설은 부분 채택되었다.

• 가정과삶의질연구
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• 제32권5호
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• pp.87-105
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• 2014

The purpose of this study was to investigate the factors associated with instrumental support (i.e., economic and practical support) from parents to their adult children. We examined both parents' attitudes toward instrumental support for adult children and parents' actual provision of instrumental support. From the data of the 2010 second National Survey of Korean Families, we selected 532 mothers and 524 fathers who were married and had at least one adult child aged over 25. Multiple regression analyses by the parents' gender showed that fathers were more likely to agree with instrumental support for adult children in general when they had unmarried children, had a lower household income level, had a lower evaluation of their socio-economic class, were satisfied with their own household economic situation, had positive attitudes toward caregiving for elderly parents, and were satisfied with their couple relationships. For mothers, they were more likely to agree with instrumental support for adult children in general when they had positive attitudes toward caregiving for elderly parents, were satisfied with their couple relationships, and perceived their child as someone to rely on in times of difficulties. Our analyses of the actual provision of support indicated that fathers tended to provide more support when they perceived that they were healthy, had unmarried children, were less satisfied with their household economic situation, had negative attitudes toward child-rearing, and reported a higher quality of parent-child relationship. For mothers, they were more likely to provide actual support when they were healthy, had unmarried children, had a higher level of household income, were financially preparing for later life, and less satisfied with their couple relationships. The findings of this study imply that it is imperative to distinguish the attitudes toward support from the actual provision of support and to also consider parents' gender in the literature on instrumental support for adult children.

• 대한가정학회지
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• 제49권9호
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• pp.99-109
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• 2011

The purpose of this study was to characterize the new women, modern girls and modern boys from the 1920's to the 1930's as a modern new generation, the primary consumer of modern consumption culture, and to examine their values, lifestyles, consumption culture and clothing attitudes. The data were obtained from the magazines and newspapers published from 1920's to 1930's and previous literatures, and analyzed by qualitative content analysis. The results were as follows: A modern new generation meant the new women, modern girls, and modern boys seeking for the western looks and cultural tastes. The values of a new generation people were individualism, materialism, and modernism which was the same as Americanism. They enjoyed western lifestyles and sports and consumed new mass media and popular culture. Their clothing attitudes were fashion orientation, conformity, symbolism, conspicuous consumption, aesthetic value, individuality, and practicality.

• Human Ecology Research
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• 제56권2호
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• pp.109-122
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• 2018

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

• Human Ecology Research
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• 제57권2호
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• pp.185-199
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• 2019

This study examined the effects of considered attributes when purchase on consumption attitudes and consumption happiness as well as compared the effects for sensible consumption and sentimental consumption. Data was collected from 373 consumers in 20s and 30s from November 15th to 20th in 2017. IBM SPSS 25.0 was used for basic statistical analyses and for paired t-tests, and lavaan 0.6-3 package and semTools package in R 3.3.3(2017-03-06) was used for structural equation modeling. The results of this study are summarized as follows. First, there were almost no differences in product types between sentimental consumption and sensible consumption. Second, consumption attitudes toward sensible consumption were more positive than sensible consumption; however consumption happiness from sentimental consumption was higher than from sensible consumption. Third, considered attributes when making purchases were divided into subjective, objective, and symbolic with the effects of these attributes on consumption attitudes and consumption happiness analyzed by structural equation modeling. Regardless of sentimental or sensible consumption, objective selection attributes have a positive effect on consumption attitude, but subjective selection attributes have a positive effect on consumption happiness. This study implies that sentimental consumption has a positive value for contemporary consumers and that it should be counted as a feasible consumption activity to enhance consumption happiness.

• Asian Journal of Business Environment
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• 제13권1호
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• pp.21-30
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• 2023

Purpose: The study analyzes the impact of attitudes toward food influencers on consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward food influencers. Research design, data and methodology: Based on the responses collected from 500 randomly selected consumers, the study analyzes the relationship based on the factors of influencer marketing. The authors test the conceptual model using multivariate linear regression analysis after validating the internal consistency of the data using Cronbach's Alpha reliability test and exploratory factor analysis (EFA). Results: The study finds that purchase intention is positively correlated and significantly impacted by the attitude towards influencer. The study further finds that attitude towards influencer is positively correlated and significantly impacted by source attractiveness, product match up, and source familiarity. However, source credibility is found to be an insignificant construct impacting attitude towards influencer. Conclusions: The study gives a guided solution to marketers and brand practitioners about the importance of influencer marketing in the food industry and its effectiveness in generating purchase intention. The present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward food influencers and consumer purchase intention. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on purchase intention in the food industry.