• 한국전자거래학회:학술대회논문집
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• 한국전자거래학회 2005년도 e-Biz World Conference 2005
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• pp.155-160
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• 2005

This study identified online information characteristics and investigated the effects of information characteristics on word of mouth performance in online environment. And the comsumer knowledge was found to be a moderator of the relationship between information characteristics and WOM performance in online environment. The implication of this work to both researchers and practitioners were discussed.

• 한국의류학회지
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• 제32권2호
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• pp.201-211
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• 2008

The purpose of this study was to clarify the concept of consideration set of stores and to contribute to the prediction of consumers' store behavior by finding out which consumer characteristics affect the formation of consideration set of stores. The data were collected from 553 female consumers. Factor analysis, K-cluster analysis, and ANOVA were used for data analysis. The results of this study were as follows: First, the respondents were classified into seven groups based on the number of stores and store types they considered. Second, there were significant differences among groups in consumer characteristics such as knowledge, motivation, and solubility; especially, the differences were related to the number of considering store rather than the types of considering store. In other words, the more involvement in clothing and the more experience and knowledge about apparel purchases a consumer had, the more stores the consumer considered. This study is meaningful in that it provides a systematic organization of the concept of consideration set of stores.

• 유통과학연구
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• 제15권3호
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• pp.61-72
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• 2017

Purpose - The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology - The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results - The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions - This study finds out omni-channel's phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.

• 한국의류학회지
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• 제20권3호
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• pp.502-511
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• 1996

While much research on brand loyalty have been conducted until now, little has been challenged to integrate the results of previous (studies and how the brand loyalty is developed. The purpose of this study was to) suggest and test the model of clothing brand loyalty formation via consideration of all related variables simultaneously using the LISREL. The subjects were 505 male and female college graduates or higher white collar workers in their twenties and thirties living in Seoul, Korea. The data were collected by self- administered questionnaires. The results showed that consumer knowledge, product involvement, and perceived risk are positively related to information search. However, the influence of perceived risk on information search is statistically insignificant. Product involvement is also positively related to consumer satisfaction. Information search and consumer satisfaction are positively related to brand loyalty, respectively. In conclusion, consumer knowledge, product involvement, and perceived risk have positive influences on brand loyalty through the mediating variables of information search and consumer satisfaction.

• 가정과삶의질연구
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• 제7권2호
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• pp.31-43
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• 1989

The purposes of this study were to identify the overall levels of consumer problem, consumer competencies and purchase pattern of urban low-income consumers and to examine the factors affecting the consumer problem and the subareas-market environment problem(MEP) and transaction relation problem(TRP). The related factors, that is, independent variables were competencies-related factors(consumption-oriented attitude, attitude on consumerism, consumer knowledge), purchase pattern-related factors (search pattern, credit pattern, peddler pattern) and socio-demorgraphic factors(age, educational level, family size). For this purpose, a survey was conducted by interview using questionaires on 198 homemakers that lived in the poor areas of Seoul. Statistics used for data analysis were Frequency Distribution, Percentile, Mean, Pearson's Correlation, One-way ANOVA, Scheffe-test, Breakdown and Multiple Classification Analysis. Major findings were as follows: 1) In the level of consum r problem were in the middle level and the level of MEP were higher than that of TRP. The attitude on consumption-orientation was so negative, while attitude on consumerism was positive. The level of consumer knowledge was in the middle level. The urban low-income consumers searched a little and depended on credit and peddler in the low level. 2) Consumer problem perceived by urban low-income consumers differed significantly according to attitude on consumerism, credit pattern, monthly charge of peddler purchase. The MEP depended on attitude on consumerism and monthly charge of peddler purchase, and the TRP was affected by credit pattern and attitude on consumerism. Resulting from MCA, the most influencial variable was attitude on consumerism and credit pattern in the consumer problem, and attitude on consumerism in the MEP, and credit pattenr in the TRP.

• 대한가정학회지
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• 제36권1호
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• pp.81-98
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• 1998

The purpose of this research is to investigate the mother and teachers need assessment for preschooler consumer education and related variables and to provide a basis for the development of consumer education program. The survey of this research was conducted by means of self-administered questionnaire with 302 mothers of the preschoolers who are 4-5 years old and attend nursery and kindergarten and 221 teachers of nursery and kindergarten in Ulsan. The statistics used for data analysis are frequencies and percentage, mean and standard deviation, on way ANOVA and Scheffee-test, Person's correlation using the SPSS/PC+ program. Some conclusions from the above investigation are as follows: 1. Each level of the need for consumer education on 22 subject area perceived by mothers and teachers of preschoolers was high and relatively high. Thus consumer education program for preschooler must include all subject area. 2. The mother's need for preschooler consumer education differs significantly according to age. The teacher's need for preschooler consumer education differs significantly according to family income. But these variables take a little effect to the need of mother and teacher. So the consumer education program doesn't need to classify by socio-economic characteristics of mother and teacher. 3. The mother's need for preschooler consumer education are positively correlated to consumer knowledge and consumer skill but negatively correlated to consumption oriented attitude. So the consumer education program needs to develop the consumer knowledge and skill and reduce consumption oriented attitude for the preschooler's mother. 4. The teacher's need for preschooler consumer education are positively correlated to the level of consumer role performance. Thus the reeducation program for the teacher needs to develop the consumer role performance.

• 한국환경교육학회지:환경교육
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• 제18권2호
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• pp.76-89
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• 2005

The objectives of this study are to identify the environmental consumer behavior, to examine the degree of environmental consumer behavior of the junior high school students, and to investigate the educational system of a school which influence the consumer behavior. The data used in this study are 368 male and female students in 9th grade in Anyang City, Kyunggi-do province. Statistics used for data analysis are means, standard deviation, t-test, and Multiple Regression Analysis. The results of the research are summarized as follows : First of all, as a tendency of the environmental consumer behavior of junior high students, the primary factor to the environmental problems was media, and among those, TV and radio was the medium to environmental problems. This implies the fact that the time juveniles interact with mass media is significantly growing, which means that transmitting environmental problems by programs targeted to adolescences through mass media would be effective. Next, the disposal process showed the highest environmental consumer behavior, followed by the consuming and purchasing process. Education on the purchasing process will be necessary to encourage environmental consumer behavior. The route of obtaining environmental knowledge was basically from school and the level of the average environmental knowledge fumed out to be low. This shows the need to produce and distribute media education materials because educating the conclusion of actual experiments will be more effective than that of theoretical studies. The conformity showed general indifference on environmental consumer behavior and the environmental resources were normally collected seperated. Conformity is a cultural bond teenagers think important, therefore education available for students about the same age should be developed. Next, the value intention of the surveyed showed that the ecological intention was highest, followed by economic and convenience intentions. This means the morale of the junior high students to environmental consumer behavior is set sound. Females tended to act more environmentally, while males showed more intention to economic causes. Also, the students of the boys-only or girls-only schools showed higher environmentally sound behavior in disposal processes. Finally, the environmental consumer behavior was influenced most by environmental consumer behavior of the conformity group, followed by ecological morale, frequency of encountering environmental problems, gender, environmental knowledge, whether the school was boys-only or girls-only or not, economical morale, respectively. The largest factor affecting the consumer activity of the purchase, consumption, and disposal process was environmental consumer behavior of the conformity group, along with the ecological morale, and the frequency of encountering environmental problems. This implies that conformity group is a large factor to the juveniles and a plan to entice the environmental consumer behavior of conformity groups are necessary.

• 대한가정학회지
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• 제42권10호
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• pp.11-22
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• 2004

The purpose of this study was to examine the structure of financial risk components of households. The financial risk of households was assumed to be composed of risk knowledge, risk attitude and risk management behavior. For this study, a questionnaire was developed and distributed to 700 households in Seoul and Kwangju, and there were 495 responses with usable data. The findings showed that income stability had a positive relationship with the level of risk knowledge and risk attitude. Income stability, household debt, age of the youngest child and risk knowledge were found to have direct effects on risky vs. non-risky asset ratio. Income stability, savings, age of the youngest child and risk knowledge also had significant effects on the number of risky assets owned by households. Risk knowledge was the most important determinant of risk management behavior.

• International Journal of Human Ecology
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• 제5권2호
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• pp.31-49
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• 2004

The purposes of the study were to examine the trend of undergraduate students' knowledges and attitudes toward elderly and aging traits, and to present the influence of undergraduate students' attitudes. The subjects were 494 undergraduate students. Statistics used such as frequency, Percentage, Mean, Standard Deviation, Cronbach's ${\alpha}$, t-test, Duncan test, ANOVA and Stepwise Multiple Regression Analysis. The results of this study were as follow: 1) Undergraduate students' knowledge level toward the elderly was low, and undergraduate students' attitudes level was middle. 2) There were meaningful differences in attitudes level according to sex, living together with elderly (the present time), living together with elderly (the past time), the presence of grandfather. It also had a significant correlation to the undergraduate students' knowledge. 3) The variables which affected the undergraduate students' attitudes were knowledge, sex, present co-residency with grandparents, past co-residency with grandparents, the presence grandfather, period of co-residency with grandparents that were explained about $24\%$. Among variables, knowledge of elderly was a very important variable on undergraduate students' attitudes.

• 가정과삶의질연구
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• 제24권2호
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• pp.93-106
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• 2006

This study investigated the determinants of Tap Water consumption patterns. Socio-demographic variables(gender, family income, education level, residual area) and consumer attitude knowledge(confidence, knowledge, problem experience, risk perception and aesthetic satisfaction)were included in the analysis. Three hundred fifty-nine teachers were participated in this study. ANOVA(Scheffe test), t-test, regression and logistic regression were conducted. The results of this study are as follows: 1. Tap water was consumed by only 1.7%, boiled water prior to drinking by 37.9%, water filtered by 39.8% and bottled water by 19.0%. 2. Consumer attitude knowledge was affected by socio-demographic variables. That is, aesthetic satisfaction was affected by age, risk perception by gender and educational level, confidence by educational level, knowledge by gender and age, and problem experience by age. 3. Logistic regression analysis indicated that age, confidence and aesthetic satisfaction were the determinants of bottled water or filtered water choice. However, risk perception was not a significant determinant. This suggests alternatives to tap water is related to non-risk, or non-safety factors.