• 대한지역사회영양학회지
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• 제29권4호
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• pp.318-335
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• 2024

Objectives: Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers' online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them. Methods: Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process's implication matrix and hierarchical value map (HVM). Results: The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances. Conclusions: The findings highlight the current state of online food consumption and consumers' value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.

• 한국의류산업학회지
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• 제23권5호
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• pp.586-597
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• 2021

Personalized product recommendation service is receiving attention as a new marketing strategy while supporting consumer information search and purchasing decisions. This study attempted to verify the effect of self-reference on service use behavior through the dual path of cognitive attitude and emotional attachment. Using convenience sampling, an online survey was conducted with 324 women who were in their 20s and 30s. After collecting and compiling the survey data, the reliability and validity of variables constituting the conceptual research model were verified through confirmatory factor analysis using AMOS 22.0. Next, the significance of sequentially mediated pathways was verified using Process 3.5 Model 80. The results showed that self-referencing not only significantly affects service use intention by simply mediating cognitive attitudes but also sequentially mediates cognitive attitudes and additional information search. Furthermore, self-referencing was significant as an indirect path to service use intention by mediating additional information search. However, in the path mediated by emotional attachment, self-referencing was considered as a simple mediated path leading to service usage intention. These results indicate a dual path in the psychological mechanism, through cognitive and emotional evaluation, that prompts consumer behavioral responses to the personalized product information provided in the shopping process.

• 한국식생활문화학회지
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• 제23권3호
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• pp.388-396
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• 2008

This study examined the effects of Web ad components on customer attitude and purchasing decisions in 300 individuals who visited family restaurant Websites. The results are summarized as follows: First, Web ad components such as content, design, and interactivity had effects on the cognitive attitudes of the customers. And design, accessibility, and Web functionality had significant effects on the customers' emotional attitudes. In addition, content, navigation, and Web functionality had significant effects on the customers' behavioral attitudes. Lastly, the cognitive, emotional, and behavioral attitudes of the customers had significant effects on their purchases. From these results, design elements such as content, color, and menus, along with user interactivity for information are considered helpful components of a food service Web ad for customer cognition of the restaurant's information. In addition, aspects of Web functionality such as the food service's Web ad set-up, or the protection of personal information, the color design and menu, as well as accessibility for easy use, are all helpful in terms of gaining a customer attitude that is friendly and preferential towards a restaurant's menu items.

• 한국프랜차이즈경영연구
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• 제15권3호
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• pp.17-25
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• 2024

Purpose: Color induces psychological responses in consumers, and the importance of color in marketing strategies is continuously emphasized. In particular, color can significantly influence consumers' purchasing decisions, even for food products. In this context, this study aims to examine the role of color naming in affecting consumers' product evaluations and purchase intentions for food products, with a focus on how the times of consumption acts as a moderating variable. Research design, data and methodology: This study designed the experiment using the Qualtrics program and recruited a total of 206 participants residing in the Eastern United States through the Amazon Mechanical Turk. Result: The experimental results showed that the ambiguity of color naming had different effects on consumer product evaluation and purchase intention depending on the times of consumption. Specifically, during the daytime, ambiguous color naming led to more positive evaluations and higher purchase intentions for the product, whereas these effects diminished during the nighttime. Conclusions: Considering the time of consumption in marketing strategies is essential for applying color naming effectively.

• 가정과삶의질연구
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• 제5권2호
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• pp.109-125
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• 1987

Previous studies show that working wives in the market contribute to the family economy that affects the family member's behaviors as consumers. Accordingly, the consumer behavior among working wives would be differ form that among nonworking wives. As the number of working wives in the market is increasing, this study focuses on the estimation of the degree of rationality in purchasing decision making among wives in relation to their working status. Therefore, this study attempts to construct an rationality index of a purchasing decision making both at a high and a low involvement situation by working and nonworking wives, and analyzes the differences in the results of the two groups. This study also examines how the rationality indices vary with the selected socioeconomic variables. The data are obtained from self-administered questionnaires from a sample of 217 working and 191 nonworking wives at Seoul and Seongnam in 1986. The statistical methods used in this study are Factor Analysis, Multiple Regression, and Analysis of Variances. The major findings of this study are as follows; 1) The mean value of the rationality index among nonworking wives is higher than that among working wives. Under a high involvement situation, the mean value of the rationality index among working wives is negative. Therefore, it is likely that nonworking wives make purchasing decisions more rationally than working wives. 2) The higher the degree of wive's education, the more rational the purchasing decision making. Under a low involvement situation, the higher the monthly family income, the more rational the purchasing decision making . under the same situation, the shorter the duration of marriage , the more rational the purchasing decision making. 3) Under a low involvement situation, the rationality indices of working wives vary with their occupations. The rationality indices among those in selling and service jobs are lower than those among those in professional jobs. 4) The impact of the selected socio-economic variables on the degree of the rationality in purchasing decision making differs depending on whether the wife is working or not. Under a low involvement situation, the positive impact of the monthly family income on the rationality in purchasing decision making is stronger among nonworking wives than among working wives. Under the same situation, the negative impact of the duration of marriage on the rationality is stronger among nonworking wives than among working wives.

• 지능정보연구
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• 제22권1호
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• pp.63-82
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• 2016

최근 정보기술의 발달로 인해 소비자들은 온라인상에서 많은 정보를 쉽고 빠르게 획득할 수 있다. 소비자가 제품 구매시에는 소비자들이나 전문가들이 작성한 제품 후기 정보를 주로 탐색한다. 기존의 연구들이 소비자들이 창출한 제품 후기 중심으로 주로 진행되어 왔기 때문에, 전문가 제품 후기의 영향력에 대해서는 상대적으로 소수의 연구들만 존재하고 있다. 본 연구는 전문가가 생성하는 제품 후기에 초점을 맞추어, 방대한 실제 비정형데이터인 전문가의 후기를 어떻게 언어학적인 차원과 심리학적인 차원으로 나눌 수 있는지의 방법론을 제안하며, 실제 전문가 제품 후기를 사용하여 의미 있는 다섯 가지 차원의 새로운 변수들을 도출하였다. 그 결과 소비자들이 전문가 후기에서 반응하고 있는 언어적 특성은 제품에 대한 깊이 있는 정보의 양이나 충분한 설명을 나타내는 변수인 Review Depth, 그리고 전문가가 기술하는 방식이 제품에 대한 확신이 없는 듯한 말투를 나타내는 변수인 Lack of Assurance는 소비자의 전반적인 제품평가에 유의한 상관관계가 있는 것으로 밝혀졌다. 또한, 제품에 대한 칭찬이나 긍정적인 면을 서술하는 방식인 Positive Polarity가 소비자의 제품 평가에 영향을 미치지 않았지만, 전문가가 하는 제품에 대한 비관적인 평가인 Negative Polarity는 소비자들의 평가와 유의한 음의 상관관계가 있었다는 점이다. 전문가가 스토리텔링 관점에서 자주 사용하는 Social Orientation 특성은 유의한 관계를 미치지 못함이 밝혀졌다. 본 연구는 새로운 방법론을 제안하고 이를 실제로 활용한 결과를 보여준다는 차원에서 이론적이고 실무적인 공헌을 가진다.

• The Journal of Asian Finance, Economics and Business
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• 제4권2호
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• pp.75-80
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• 2017

Hand phones are standard paraphernalia among university students. Factors that motivate them to own the gadget would be of interest to both the students as well as marketers. Hand phone usage is an unexamined field in academic literature, this exploratory study attempts to investigate student purchasing motives in cellular phone markets. It also intends to know the student's satisfaction with the different services and its future impact on socio economic changes. In this study, undergraduates (n=336) were requested to specify their purchase criteria of hand phone. The instrument used in the study to collect feedback from the respondents contains a combination of open-ended and scaled questions, and some background demographics. The study employed content analysis, Pearson's correlation, and t-tests as the primary tools to analyze the responses. Results show that brand was rated as the most important factor in student purchase decisions. Other factors, arranged in decreasing order of importance comprise price, product quality, features, durability, availability, promotion, and post purchase service. Brand and price correlated significantly. It is also observed that there is very little difference regarding preference between brand and price in purchasing a hand phone. Marketers may formulate suitable strategies out of the findings to promote hand phones to university undergraduates in Malaysia by emphasizing at brands and price.

• 한국의류학회지
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• 제43권1호
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• pp.33-50
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• 2019

This study investigates the decision-making processes of Iranian women in their twenties who purchased Hallyu beauty and fashion products. We conducted ten in-depth interviews of Hallyu enthusiasts who previously purchased Hallyu products. Interviewees were recruited using a snowball sampling technique based on nonprobability sampling. Interviews were conducted in the 1:1 in-depth interview format for one hour of each interview from April 11, 2017, to May 14, 2017, using semi-structured questionnaires, and recorded with consent. Our analysis of the characteristics of consumption behaviors of the women used seven steps of the purchase decision-making process. This study used interviews to analyze the following questions. Research Question 1. What is the decision process for Iranian women's consumer products purchase? Research Question 2. What are the characteristics and meaning of each stage of Iranian women's consumer decision-making process? Data collection in this study was limited to participants in their twenties; however, this research will be helpful for future Hallyu and Iranian consumer analysis. A follow-up study should examine the purchasing decisions of women in additional age groups in order to generalize the results.

• 한국식생활문화학회지
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• 제13권3호
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• pp.197-206
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• 1998

본 연구는 서울과 경기 지방의 주부들을 대상으로 식생활 행동과 편의식에 대한 인식도를 조사함으로써, 한국형 건강 편의식 개발 방향 도출에 필요한 기초 자료를 얻고자 시도되었다. 본 연구를 위하여 710명의 주부들이 응답한 설문지가 통계학적으로 분석되었다. 설문지는 일반 사항, 식생활 및 식품 구매 행동과 편의식에 대한 인식도에 관한 문항들로 구성되었다. 일반 사항 중 연령, 취업 여부, 라이프스타일이 응답자의 식행동과 편의식에 대한 인식에 유의적인 영향을 미치는 인자임이 규명되었다. 식생활 전반에 대한 책임을 맡고 있는 것은 주부들이었으나, 이들의 대부분이 식사준비에 대해 즐겁다기보다 부담을 느끼고 있는 것으로 나타났다. 이러한 태도는 다른 연령군, 취업 여부, 라이프 스타일군에서 유의적인 차이를 보였다. 장보기 빈도는 필요할 때마다 1주일에 $2{\sim}3$번이 가장 높았다. 또한 미리 식단 계획을 하기보다는 장볼 때 즉흥적으로 하는 경향이 뚜렷했다. 식품 구입시 가격보다는 품질을 중요시하고 있었다. 소비자들은 현재 시판되고 있는 손질된 야채나 조리된 식품에 대해 만족하지 못하고 있었다. 그러나 품질이 우수한 편의식 개발에 대한 요구도는 높은 것으로 나타났다.

• 유통과학연구
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• 제9권3호
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• pp.55-64
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• 2011

본 연구는 소아비만 치료제 시장에 있어 중요한 마케팅 대상그룹인 구매 타켓, 주부들을 대상으로 한 설문조사를 통해 소아비만 시장에서의 구매의사 결정요인과 유통경로 결정요인 등을 분석해 효과적인 브랜딩 전략을 수립하기 위한 것이다. 최근 비만이 사회적으로 큰 문제로 떠오르고 있고 몇 몇 연구들을 통해 우리나라의 외식문화로부터 사회적 비만문제의 원인을 찾는 경우가 있어 외식프랜차이즈 산업에 있어서도 비만 문제는 관심 있게 바라보고 대처해야 할 관심사라 할 수 있다. 특히 소아비만의 경우 소아비만 환자의 80~85%가 성인비만으로 이어져 평생 비만과 씨름하면서 살아야 하는 심각한 문제를 야기 한다. 따라서 이러한 소아비만 문제는 부모들의 소비행동에 적잖은 영향을 미치고 있다. 이에 본 연구에서는 소아비만 시장의 구매의사 결정요인과 유통경로 결정요인 등을 살펴보고 이를 바탕으로 한 효과적인 브랜딩 전략과 브랜드 마케팅 커뮤니케이션 전략수립 방안을 제시하여 소아비만 치료제 시장 활성화에 기여하고 나아가 소아비만 문제해결에 일조하기 위함이다.