• Journal of Science of Art and Design
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• v.8
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• pp.185-210
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• 2005

Closely connecting Well-Being culture with our traditional eating culture. we can predict next generation Kimchi refrigerator trend with this research. In the highly developing industrial society, design has been playing the central role in the managerial strategy of a company and has been one of the central agendas in determining the economical competence of a country, and has also been regarded as a means to acquire sustainable superior competence. Thus, these trends suggest that the aesthetic value of product has become more important than its technological function. In this study we reviewed theoretically esthetic factors influencing the preference and the evaluation of a product and made a list of eight esthetic factors based on various referential studies which include simplicity, balance, unity, rhythm, style, novelty, typicality, and proportion. Also on the point of view of design, it is necessary to find out definitely the consumer preference frame the relationship among design preference design image design attribute. Will give you guidelines on which designers can select and design some more objective and reliable design factors, finding out the relation of cause and effect by which they can know what kind of product designs their consumers like and how the popular image which that product offer is composed of. We investigated the esthetic factors affecting consumers preferences and the basis for evaluating a product. Aimed at providing materials for developing product design by presenting an ,esthetic guideline product design by presenting an esthetic guideline and to put these materials to practical use. Investigated other considered elements classified by manufactures and importance of esthetic factors and its influence on consumer tastes . All of these result, It could not conclude all of the adjective design image and design factors of every consumer, but through consumer reaction framework consumer are response and prefer the products which design image have. and then understand prefered design image are influenced to design factor's and could be apply to new design development.

• Asia Marketing Journal
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• v.12 no.1
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• pp.51-79
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• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Journal of Distribution Science
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• v.22 no.2
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• pp.103-113
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• 2024

Purpose: With the popularity of artificial intelligence (AI) in the service industry and occurrence ofservice failures in AI-based services, understanding human-robot interaction issues in service failure situations is especially important. Some issues which deserve further empirical investigation are whether consumers can develop the same tolerance for chatbots after service failure as they have for human agents, and the relationship between agent type and tolerance is mediated by the mechanisms of perceived warmth and perceived competence. Research Design, Data, and Methodology: This research experimentally collected and analyzed data from 119 university students who had experienced chatbots service failures. Differences in tolerance towards human agents and chatbots after experiencing service failures were explored, with a further examination of the mediating pathways between this relationship via perceived warmth and perceived competence. Results: Consumers are more tolerant ofservice failure with chatbots compared to service failure with human agents. Significant mediation of the relationship between service agent and service failure tolerance by perceived competence, while perceived warmth has no significant mediating effect. Conclusions: This research enhances our understanding of AI-assisted services, human-computer interaction, improves the service functionality of existing smart devices, and deepens the understanding of the relationship between consumer responses and behaviors.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.513-522
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• 2021

The current research aims to explore which type of identity-based message can be more persuasive for Chinese consumers to form positive restaurant brand attitude based on their cultural orientation, and to examine the roles of brand objective relevance and psychological power state in the persuasive process. The study employs a 2(identity expression focus: warmth vs. competence) × 2(message description manner: identity-defining vs. identity-referencing) × 2(experienced power state: high vs. low) between-subjects design, and conducts an online survey where 240 Chinese participants in total has responded to the questionnaires. SPSS and AMOS programs have been used to examine the hypotheses. The findings suggest that, first, the warmth-focused messages (identity-defining messages) more positively affected Chinese consumers' object relevance than the competence-focused messages (identity-referencing messages); Second, high power-experienced Chinese consumers rather than low power consumers tend to perceive more object relevance at the warmth self-defining messages; Third, brand object relevance revealed a mediation effect in the process of the warmth-focused messages (identity-defining messages) affecting brand attitude. This research offers new insight into the relationships between consumers' cultural orientation, understandings of power, and identity-based consumer behavior, suggesting marketers should take those social influences and consumer diversities into account when developing the message to persuade consumers.

• Journal of Nutrition and Health
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• v.51 no.2
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• pp.153-167
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• 2018

Purpose: This study was conducted to identify differences in dietary behaviors, dietary life consumer education related situation competencies, and dietary lifestyles between baby-boom and echo generations by gender. Methods: Data were drawn from the 2016 Food Consumption Behavior Survey, and 2,474 subjects (baby-boom generation 1,304; echo generation 1,170) were selected. Results: The baby-boom generation more frequently ate meals at home with family than the echo generation, whereas the echo generation had meals more frequently at cafeterias, cafes, bakeries, convenience stores and with friends or colleagues than the baby-boom generation. However, no significant differences in dietary life related consumer education were observed between generations, and experience with food related consumer education and food related promotional/events was very low in general. Baby-boomers received their primary dietary information from surrounding people, whereas the echo generation received it from broadcasting. The information use competence was lower for the baby-boom generation (3.29) than echo generation (3.35), although this difference was not significant. Healthy dietary life competence did not differ significantly, whereas the baby-boom generation showed a higher level of practice competence than the echo generation. Additionally, the baby-boom generation was more likely to pursuit health and less likely to be concerned with convenience and taste quality than the echo generation. Conclusion: The frequencies of meal eating places, drinking, and eating-out differed significantly between the two generations, while the participation ratios of food related consumer education/events, attitudes toward education, and information use competence did not. Additionally, knowledge regarding healthy dietary life competencies did not differ, whereas practice level showed significant differences between generations. Among dietary lifestyles, the baby-boom generation showed higher pursuit of health and lower pursuit of convenience and taste quality than the echo generation.

• Management & Information Systems Review
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• v.37 no.2
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• pp.283-297
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• 2018

This research focuses on the perceived marketplace influence(PMI: A belief that recognizes the effect that an individual's actions will have on the behavior of other consumers in the market and thus drives them to act on fair trade consumption) of consumers who may act as a more fundamental explanatory alternative to the gap in attitudes and behaviors of fair trade products. The purpose of this study is to investigate the relationship between consumer's self - determination psychological needs (autonomy, competence, relevance), influence (personal influence, market influence), and the assets of fair trade products. As a result of the empirical analysis, it was found that among the major psychological needs related to self-determination, the variables other than competence and the perceived influence relations of consumers can be directly formed, and the perceived consumer effectiveness(PCE) has a positive influence on perceived marketplace influence(PMI). It is also found that the perceived influence of consumers(PCE, PMI) has an influence on the consumers' perceived equity of Fair Trade products. The results of this study will provide an opportunity to theoretically explain the gap between consumers' attitudes and behaviors of Fair Trade products, which is a part of ethical consumption, and provide important implications for the establishment of marketing strategies.

• Korean Journal of Human Ecology
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• v.23 no.1
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• pp.63-84
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• 2014

This study examined the contents of 'Adolescent's Consumption Life' unit in 12 Technology Home Economics textbooks used in the 2009 revised curriculum to analyze the contents of school consumer education. The main summary of this study is as follows: First, the contents of consumer education in the unit of 'Adolescent's Consumption Life' consisted of five criteria including the understanding of adolescent consumer, consumer's right and responsibility, reasonable purchase, resolution to consumer problems, and the formation of new consumption culture. Second, significant differences were found in the contents of consumer education among textbooks because basic concepts have been not been clearly defined yet. Third, essential content was either omitted or hard to understand. Thus, some contents elaborations were inappropriate for students' level. Fourth, there were some limitations in drawing interest and attention from learners and developing dispute resolution competence, since the textbooks mainly comprised the theory-oriented contents of consumer education. Fifth, cautious consideration needs to be taken with regards to clear understanding of basic concepts and systematic and consistent contents composition for coherent and organized school consumer education. These research findings are anticipated to provide basic information of Technology Home Economics textbooks to teachers, and will be utilized as basic data in organizing textbook contents or developing efficient teaching-learning programs for consumer education.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.4
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• pp.540-553
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• 2013

This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.

• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.385-398
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• 2016

In a world where opportunities and chances are common, the phenomenon referred to as "generation maybe" describes people in their 20s and early 30s who are usually being indecisive. With the increase in breadth of information and choices, the number of people who are hesitant in deciding whether to purchase increases at a fast pace, as does the number of products and services targeting this group. In order to enhance our understanding of the phenomenon of consumer hesitation, this study explores contextual factors and consumer characteristics that affect consumer hesitation in the purchase decision-making process. Specifically, this study examines whether seven contextual factors, self-determination tendencies, and five decision-making styles influence consumer hesitation in the product decision making process. An online survey was administered to test our research questions. A total of 309 Korean consumers (female=48.9%) aged from 20 to 35 were surveyed. A regression analysis revealed that four contextual factors (product involvement, need for information on alternatives, relative price, and uncertain need), two sub-dimensions of self-determination (perceived competence and relatedness), and two decision-making styles (price seeking and advice seeking) have noticeable influences on consumer hesitation. We also found that the degree of consumer hesitation positively influences consumer post-purchase satisfaction. The study concludes with discussions and practical implications.