• 한국의류산업학회지
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• 제14권2호
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• pp.222-229
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• 2012

This study examined and compared the two perspectives of consumers and employees on the perceptions toward visual merchandising (VMD) of fashion brands in a department store. Importance of VMD elements, roles of VMD, evaluations of VMD elements, and brand and store images were measured and compared. The two types of questionnaires were used to collect data from consumers and employees. A total of 327 consumer samples and 317 employee samples were analyzed. The results showed that there was no difference between the two groups in what VMD elements were the most important. While employees perceived of the role of VMD higher than consumers, consumers evaluated two VMD element factors higher than employees and showed higher store image. Such results were not different by brand types. The study implies that the higher VMD perceptions of consumers are desirable to manage VMD from the employees' perspective.

• 대한가정학회지
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• 제41권12호
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• pp.117-132
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• 2003

This study aims to develop an educational program in using credit card for undergraduate students. In order to achieve this aim, a processor has been followed. first of all, a fundamental work to select the educational contents was Preceded with a survey of learners' needs, case studies of counselling at Consumer Protection Board, and preceding studies. After choice of educational contents, learners' demands on how to manage the educational program was executed in advance. Second, reflecting the above mentioned educational contents, a concrete educational program was built. Based on the constructed plans, both preliminary training and main training were proceeded. Third, to evaluate the effects of the educational program, the knowledge difference, behaviors and attitude changes were all diagnosed. The result suggested that the educational effect was significant in all evaluations section. At last, final program of using credit cards was completed.

• 마케팅과학연구
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• 제15권3호
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• pp.67-92
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• 2005

본 연구는 브랜드 확장의 단점에도 불구하고 마케팅의 효과 및 효율측면에서 항상 고민하는 마케터들이 전략적으로 브랜드확장을 꾀하고자 할 때, 브랜드확장의 위험을 줄이고 성공가능성을 높이는데 일조하고자 실시되었다. 특히 본 연구는 제품유형을 실용제품과 쾌락제품으로 구분하고, 모 브랜드의 제품유형과 일치하는 제품유형으로 브랜드 확장을 하는 경우와 불일치하는 제품유형으로 확장하는 경우에 소비자가 확장 브랜드에 대하여 보이는 반응을 조사하였다. 연구결과에 따르면, 모 브랜드의 제품유형과 일치하는 제품유형으로 확장한 브랜드가 불일치하는 제품유형으로 확장한 브랜드보다 소비자에게 보다 긍정적으로 평가를 받았다. 또한 브랜드확장 전략 수행 시 모 브랜드와 제품유형을 일치시키는 것이 모 브랜드의 제품유형이 쾌락제품일 경우보다 실용제품일 경우 더욱 중요한 것으로 나타났다. 여기에서 나아가 소비자가 몰입하는 인지적 또는 감성적 관여유형에 따라 브랜드확자엥 대한 보지가의 평가는 모 브랜드의 제품유형 및 일치 불일치 확장유형에 따라 달라질 수 있음을 알 수 있었다.

• 한국산학기술학회논문지
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• 제16권2호
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• pp.1054-1063
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• 2015

본 연구는 소비자 성향과 브랜드 컨셉이 확장 브랜드 평가에 미치는 주 효과를 살펴봄으로써, 효과적이고 전략적인 브랜드 확장 전량의 가능성을 실증적으로 분석해 보고자 한다. 본 연구의 실증적 검증을 위하여, 브랜드 확장 유형(유사/비유사)${\times}$브랜드 컨셉(상징적/기능적)${\times}$암묵적 소비자 성향(가변론적/고정론적)의 실험설계를 하였으며, 연구결과는 다음과 같다. 첫째, 모 브랜드와 확장제품 간의 유사성에 따른 주 효과가 통계적으로 유의하게 나타났다. 둘째, 상징적 브랜드인 경우, 소비자의 확장 브랜드에 대한 태도가 더 긍정적인 것으로 나타났고, 확장제품의 유사성과 브랜드 컨셉의 유형 간의 상호작용 효과가 통계적으로 유의하게 나타났다. 셋째, 개인의 암묵적 사고 유형과 브랜드 확장 유사성 간의 상호작용 효과가 통계적으로 유의하게 나타났지만, 가변론자가 고정론자에 비해 브랜드 확장에 대한 태도가 긍정적으로 나타날 것이라는 가설은 통계적으로 유의하지 못 한 것으로 나타났다. 본 연구는 비 유사한 제품군으로의 브랜드 확장의 효과를 높일 수 있는 실무적인 시사점을 제시할 수 있을 것으로 기대된다.

• 복식문화연구
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• 제31권3호
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• pp.310-329
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• 2023

To compete with the growth of fashion shopping platforms in the online fashion market, general shopping platforms have begun to expand their product categories to include fashion items. This research examines the characteristics that influence consumers' trust in each of these platforms and their intention to reuse them. Applying the concept of platforms, this study also distinguishes between general shopping platforms and fashion shopping platforms and compares their characteristics. This study surveyed 788 consumers in their 20s and 30s with experience in using general shopping platforms or fashion shopping platforms (389 and 399 respondents, respectively). SPSS was used to conduct frequency analysis, factor analysis, and cross-tabulations, and AMOS was used to conduct confirmatory factor analyses and structural equation analyses. The results were as follows: platform reputation, shopping convenience, and interactivity all influenced consumer trust. For fashion shopping platforms, the product quality factor significantly improved consumer trust. However, for general shopping platforms, the product quality factor only influenced reuse intentions to reuse and did not contribute to improving trust. Platform reputation and information offering have influenced reuse intentions for both shopping platforms. Regardless of the type of shopping platform, platform reputation has influenced reuse intentions and consumer trust, and platform esthetics didn't have affect consumer trust and consumers' reuse intentions. Consumer trust influenced the intention to reuse on both platforms.

• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.133-150
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• 2023

Purpose This study aims to develop classification models using a decision tree algorithm to identify core keywords and rules influencing online consumer review evaluations for the robot vacuum cleaner on Amazon.com. The difference from previous studies is that we analyze core keywords that affect the evaluation results by dividing the subjects that evaluate online consumer reviews into self-evaluation (star ratings) and peer evaluation (helpfulness votes). We investigate whether the core keywords influencing star ratings and helpfulness votes vary across different products and whether there is a similarity in the core keywords related to star ratings or helpfulness votes across all products. Design/methodology/approach We used random under-sampling to balance the dataset. We progressively removed independent variables based on decreasing importance through backwards elimination to evaluate the classification model's performance. As a result, we identified classification models that best predict star ratings and helpfulness votes for each product's online consumer reviews. Findings We have identified that the core keywords influencing self-evaluation and peer evaluation vary across different products, and even for the same model or features, the core keywords are not consistent. Therefore, companies' producers and marketing managers need to analyze the core keywords of each product to highlight the advantages and prepare customized strategies that compensate for the shortcomings.

• 경영과학
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• 제29권2호
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• pp.127-141
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• 2012

Business firms and consumers exist within a society, and their activities influence a society, because they are not separated from a society. Thus, consumers as well as business firms have been asked to conduct socially responsible actions (i.e., environmentally friendly production and socially friendly activities). Previous researchers have investigated on the relationship between corporate social responsibilities and business performances. For example, researchers have analyzed the effects of corporate social responsibility on consumer's corporate evaluations. The corporate social responsibility is commonly classified into the three dimensions (economic, social, and environmental responsibility). In this paper, we demonstrated that the consumer social responsibility can also be classified into the three dimensions. Previous researchers have shown that the three dimensions of corporate social responsibility influence consumer's corporate evaluation. However, they have not considered the interaction effect of the corporate social responsibility and the consumer social responsibility on consumers' corporate evaluation. Different from the past studies, this study investigated on the interaction effect of consumer social responsibility (economic, social, environmental responsibility) and corporate social responsibility (economic, social, environmental responsibility) on consumer's corporate evaluation. For the study, we collected survey data of 200 consumers and analyzed the interaction effect with ANOVAs. The result showed that the three dimensions of social responsibility to both corporate and consumers influence positively the corporate evaluation. They also showed that the interaction effect of consumer responsibility and corporate responsibility on the corporate evaluation was statistically significant. This implies that it is necessary for corporate to conduct corporate social responsibility differently depending on consumer's activity for consumer social responsibility.

• Journal of Korea Trade
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• 제26권6호
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• pp.83-95
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• 2022

Purpose - With the recent spread of COVID-19, U.S. consumers' consumption pattern is changing towards purchasing large-capacity products, as they stay at home longer. Thus, the current research investigates the effects of box shape and component diversity for large-sized products on product evaluation in logistic business. Moreover, this research examines that information-processing fluency mediates the moderating effects of box shape and product components on target evaluations to confirm psychological mechanism for generating this effect. Design/methodology - In order to examine the hypotheses, the current research conducts two online experiments. The 184 participants (Study 1), and 205 participants (Study 2) of U.S. nationality were recruited through Amazon Mechanical Turk. This research analyzes the data by using SPSS 25 and PROCESS macro 4.0. Findings - Study 1 demonstrates that when the height of a box is greater than its width, products with single components promote positive target evaluations, while when the width of box is greater than its height, products with a variety of components lead to positive target evaluations. Study 2 shows that the same results are replicated in other product categories and with different box shape ratios. Moreover, Study 2 also finds that the ease of information processing mediates the interaction effects of box shape and component diversity on U.S. consumers' target evaluations. Originality/value - The current research has originality in that it investigates the effect of box shape and product composition diversity on U.S. consumer product evaluation from the perspective of information-processing theory Moreover, this research has practical implications for global traders who prepare for entering the U.S. market.

• 동아시아식생활학회지
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• 제17권5호
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• pp.661-670
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• 2007

To investigate the market potential for developing Gochujang(a traditional Korean hot pepper soybean paste) products in the UK including the European market, a qualitative consumer study utilizing focus groups was conducted on the $23rd{\sim}25^{th}$ of May, 2005. The focus group approach utilizes small groups of consumers and is very effective in determining the ways in which a product can be used, by examining consumer perceptions on the overall sensory properties of a product as well as variations in taste, flavour, and texture. A series of six consumer group studies were carried out in three different locations around the UK. Each group involved approximately eight respondents(a total of 48 respondents) and ran for at least 90 minutes. The respondents were recruited by specific criteria to achieve a cross-section of ages and genders. All respondents purchased, prepared, and ate home-cooked Oriental/Far Eastern cuisine. Consumer reactions to Gochujang in its traditional form, and in manufactured products, were explored in terms of appearance, texture, flavour, and taste the consumers' perceived uses and applications for products were also examined. Many consumers were familiar with ethnic cuisines such as Chinese, Thai, Japanese, Indian, and Tex/Mex, already preparing these foods using various convenience products at home at least twice a week. However, Korean cuisine was not mentioned by any of the respondents. The Gochujang sauce presented during the interview had broad based appeal mainly as a dipping sauce, and to a lesser degree as a marinade. Traditional Gochujang has the potential to inspire consumers who are looking for novel and authentic world cuisine products. From the sensory evaluations of various prototypes developed according to consumer reactions during the focus group interviews, three prototypes(a sauce for chicken, dipping sauce type, and BBQ sauce type) were determined for further consumer preference studies.

• 한국의류학회지
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• 제34권8호
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• pp.1403-1414
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• 2010

Consumer decisions and responses about the price to pay vary. Some consumers might decide the appropriate price range prior to shopping, while others compare and evaluate prices. Especially, consumers can have different reference points for price evaluation based on various price searching behavior that represent heterogeneous responses for prices in the clothing purchase decision-making process. This research identifies how consumers evaluate the price and helps explain their decision-making based on price searches. By analyzing qualitative research, we found that consumers recalled price information as a representative indicator and product level price information through the internal search. Their level of internal references can be an important factor affecting price evaluations. In addition, each consumer groups were subdivided into high and low external searching. The four types of responses to price were classified in the price search process and the identified differences in the price evaluation. Therefore, pricing strategy needs to be differentiated for these various consumer types.