• 한국의류학회지
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• 제48권3호
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• pp.433-450
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• 2024

Through the recent pandemic, this study examined the theory of awe, which explains that external crises affect people's value systems and consequential behaviors. During the pandemic, some consumers expressed a growing interest in equity, while others pursued the consumption of materialistic items, such as luxurious fashion goods. According to the theory of awe, both of these phenomena could be coping responses to the crisis. Based on this, we attempted to understand the psychological processes behind the pandemic's effect on these two different consumers value systems thereby influencing sustainable consumption intentions: one through the new ecological paradigm (NEP) that emphasizes consumers' increased consciousness, and the other through materialism that emphasizes consumers' self-centered side. The results obtained from a survey of 382 U.S. consumers revealed that the degree of pandemic experience increased consumers' NEP and materialism, which also increased their economic and ethical CSR expectations. These CSR expectations then enhanced consumers' sustainable consumption intentions. As sustainable consumption and CSR are important agendas for the fashion industry, this study will provide useful insights for researchers and practitioners in the fashion field.

• 복식문화연구
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• 제32권3호
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• pp.321-333
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• 2024

This study aims to investigate how consumers perceive the attributes (ubiquity, continuity) of metaverse fashion brands in a virtual space. It also empirically verifies the impact on consumers' perceived values (hedonic value, social value) and consumer behavioral intentions (intention to use the platform, intention to purchase virtual products). The results verified in this study are as follows: First, we confirmed that the metaverse attributes perceived by consumers in the virtual space of the fashion brand, ubiquity and daily extension, positively affect customers' perceived hedonic and social values. Second, we found that consumers' perceived hedonic and social values have a significant positive effect on their intention to use the platform. Finally, we found that consumers' intention to use the platform had a significant positive effect on their intention to purchase virtual products. The results of this study will have academic significance by expanding the scope of research related to identifying metaverse attributes and values by identifying metaverse attributes and consumer values that perceived by consumers in fashion brands' virtual spaces in the metaverse. This study suggests a direction and strategy for fashion brands to move forward in building virtual spaces on the metaverse platform. In this way, they can create perceived value for consumers that elicits positive consumer behavioral intentions.

• 한국생활과학회지
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• 제19권2호
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• pp.325-341
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• 2010

A study on what kind of problems young consumers experience in buying and using mobile phone services with a comprehensive and consumers oriented perspective is needed. Through this acknowledgement, we investigated (i) the degree of consumer problems that young consumers experience in purchasing and using mobile phone services, and (ii) the related variables that affect experiences of this consumer problem. The parents of the teenagers were also included in the survey because they experience the same problems young consumers' experience in buying and using mobile phone services. Data were gathered through an internet survey (www.embrain.com) and a total of 699 samples from 350 parents and 349 youths using mobile phone services were analysed. The results are as follows. First, the teenagers and parents' experience level of young consumers' problems were generally high experiencing similar kinds of problems. Second, parents experienced more young consumers' problems than the teenagers in buying and using mobile phone services, especially in misuse and abuse of the phones. Third, among the teenagers, the monthly usage fee music or game usage, the number of changes in mobile phone service operators, the number of replacement mobile phones and the gender had a significant effect on consumers' problems of mobile phone services. Among the parents, the monthly usage fee, music or game usage, confirmation of the bill, and the gender of their child were significant consumer problems. Based on results of our survey the direction of consumer policy and education was suggested for teenagers and their parents.

• 한국식생활문화학회지
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• 제12권5호
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• pp.477-493
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• 1997

The consumers' purchase experiences of some imported agricultural products (rice, sesame, garlic, onion, jujube, red pepper, oak mushroom, apple, dried persimmon) and their consciousness for the labelling of the country of origin for agricultural products in Youngnam region were examined in this study. The sample consisted of 438 women who lived in Taegu, Pusan and other cities of Kyungpook and Kyungnam, and the self-administered questionnaire for the survey was used. The main reasons to purchase the imported agricultural products were the wide distribution and low price of them. Most of the consumers were concerned about safety of the imported agricultural products but only a few people experienced unsatisfaction of the products. The price, quality, package, container, label, and safety of the examined products were evaluated worse than those of the domestic products. Generally, although they suffered unsatisfaction, the consumers did not complain because they wanted to avoid troublesome work, which means the consumers did not assert their rights. Some people did not know the labelling system for the country of origin and the place to charge the market violating it. Therefore, it will be necessary for the consumers to receive education about the labelling system for the country of origin and the compensation criteria for consumers' grievances and damages. The current labelling method for the country of origin generally met the consumers' preference but the consumers wanted to improve the position and color of the label. Most consumers could not differentiate the imported products from the domestic products. The results obtained from the survey suggest consumer education for the labelling system for the country of origin and the compensation criteria should be activated through various ways such as mass media and consumer organizations.

• 한국임상약학회지
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• 제25권1호
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• pp.42-49
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• 2015

Objective: The aim of this study was to investigate the difference of perception on direct-to-consumer advertisement (DTCA) of prescription drugs between healthcare providers and consumers. Methods: The online and offline survey was conducted from May 26th to June 5th, 2013. The questionnaire was composed of 15 items about perception on DTCA of prescription drugs. Results: A total of 215 healthcare providers and 202 consumers responded to the questionnaire. Consumers had an overall positive attitude on permitting DTCA of prescription drugs and carried favorable views about the influence of the DTCA of prescription drugs on providing drug information, promoting communications between healthcare providers and consumers, and improving images of healthcare providers. Healthcare providers displayed negative perception for the needs of permitting the DTCA of prescription drugs compared to consumers. They showed somewhat skeptical perception about the influence of the DTCA of prescription drugs on necessities and efficiencies of delivering drug information, promoting communications between healthcare providers and consumers, and improving images of healthcare providers. Both healthcare providers and consumers were concerned about the increase of drug prices following the increase in advertisement expenses of pharmaceutical products. Conclusion: This study identified the perception differences on direct-to-consumer advertisements of prescription drugs between healthcare providers and consumers. This study could be of much help in the process of review on permitting DTCA of prescription drugs in Korea.

• 한국의류학회지
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• 제22권7호
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• pp.851-861
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• 1998

The present study examined the consumer's evaluations of apparel quality and price, and the brand recognition according to the consumer's decision making styles(quality-conscious, brand-conscious, and price-conscious consumers). The two hundred and three subjects were asked to evaluate the quality and price of the two almost identical experimental blouses except for brand labels. One was the national brand, Keith and the other was the private brand, Ivy house. Also, the subjects were asked to answer if they recognize these two brands. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, one-way ANOVA, two-way ANOVA, and factor analysis. The results of the study were as floows: (1) Examining the perceptions of product qualities, generally speaking, all three types of the consumers evaluated the national brand's qualities more highly than those of the private brand. However, in-part, the price-conscious consumers evaluated some product charac-teristics more highly than those of national brand: touch of fabric, sewing, and the hemline finishing. (2) Investigating the perceptions of product prices, All three types of the consumers evaluated the price of the national brand more highly than that of the private brand. Among those, the price-conscious consumers recognized the price of the national brands most expensively. (3) Identifying the brand recognition of the two brands, the brand-conscious consumers showed the highest brand recognition and the price-conscious consumers showed the lowest brand recognition in both national and private brands, 51.9% of the total respondents identified the private brand showing comparatively high brand recognition. (4) Examining the relationship between the demographic factors and the consumer decision making styles, the monthly household income was statistically significant. Namely, 71.4% of the brand-conscious consumers have the monthly household income of 3,000,000 Won or higher which means that the higher monthly household income, the higher tendency to be brand-conscious consumers.

• Human Ecology Research
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• 제54권6호
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• pp.599-610
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• 2016

The purposes of this study are to identify the characteristics of limited edition fashion consumers, to analyze their purchase decision-making processes, and to examine negative factors of consumers' recognition toward limited edition fashion products. A qualitative investigation was conducted by doing in-depth interviews with 11 selected consumers in their twenties and thirties who have actively purchased and consumed limited edition fashion products. The results of this study can be summarized as follows. First, there are four sub-categories of appearance management activity, acceptance of fashion trend, information-seeking behavior, and hedonic shopping orientation for the limited edition fashion consumers' characteristics. Second, the purchase decision-making process of limited edition fashion consumers are identified as seven steps: need recognition, information search, evaluation of alternatives, planning and courtship, purchase, post-purchase evaluation, and post-purchase behavior. Courtship/attachment formation and post-purchase behavior are unique steps when compared to general purchase decision-making process. Third, this study identified negative factors of consumers' recognition toward limited edition this study in order to suggest several improvement plans for enterprises using limited marketing. Four sub-categories are examined: outrageous price, tricks of company, fatigue due to purchasing competition, and re-sellers. In conclusion, this study indicates that the purchase decision-making process of limited edition consumers, which involves two distinctive steps including courtship/attachment formation and post-purchase behavior, can be differentiated from general consumers. The results of this study provides preliminary data for further research for in-depth analysis of limited edition consumers.

• 수산경영론집
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• 제44권1호
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• pp.91-103
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• 2013

When it comes to the development of a retail market, it has not only influenced the supply and sales of seafood, but it has also led to considerable changes in consumers' purchasing behavior and purchasing purposes. As consumers' incomes and lifestyles have improved, the tendency to purchase seafood has rapidly changed. In addition, the increase in two-income family incomes that resulted from women's active participation in society has increased the number of consumers purchasing home meal replacements (HMR) or convenience food rather than original food. With these changes in social-economic background and in consumers' needs, the purchase of seafood is gradually changing. As a result, companies are constructing diverse marketing strategies to satisfy their needs. Companies' marketing strategies have an immediate and vital effect on consumers' purchases of seafood. The most important and fundamental role is providing an opportunity for consumers to choose what to buy by being giving information and knowledge. In this paper, the purchasing behavior of consumers buying seafood will be examined with respect to their knowledge. First, which factors among a diverse range of marketing strategies exerted a significant impact on consumers' objectives and subjective knowledge was examined. Second, the study investigated which knowledge factors were important in influencing attitudes and purchasing purposes based on knowledge level. By comparing and analyzing factors related to consumers' knowledge with respect to seafood purchases, information is provided to inform companies about efficient strategies for marketing tactics.

• Human Ecology Research
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• 제58권4호
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• pp.517-537
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• 2020

This study investigated how consumers and company employees differ in their perceptions of boycotts based on the co-orientation model. Regarding the reasons of boycotts, consumers take both consumer damage cases and unethical conduct equally seriously, while company employees take consumer damage cases more seriously than unethical conduct. Consumer perceptions of the necessity for boycotts was higher than company employees, while employees were more aware of the negative impact of boycotts than consumers. Based on the co-orientation model, we examined how consumers and employees estimate differences in their perceptions of boycotts. The results showed that consumers and company employees are not accurately aware of each other's perceptions. Lastly, logistic regressions were conducted to identify the factors affecting three types of participation: online opinion expression, personal non-purchasing, and persuading other people to join the boycotts. The results showed that male consumers are more likely to participate in online opinion expression; consumer perceptions of effectiveness of boycotts and the perceived severity of consumer damage increase the likelihood of participation in online opinion expression. Consumer perceptions of the necessity of boycotts and their opinion leadership increased the likelihood of non-purchasing. Finally, consumers with higher opinion leadership and female consumers were more likely to encourage others to take part in boycotts. In addition, consumers are more likely to persuade others to join the boycotts if they have stronger beliefs that companies will not seriously consider consumer problems.

• 산경연구논집
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• 제12권11호
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• pp.17-31
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• 2021

Purpose: Despite the fact that face (i.e. Chemyon) is deeply-rooted in Korean culture and significantly affects the behavior of Korean people, the effect of face on leisure consumers' consumption behavior has only reported mixed findings, that is, significant and/or insignificant face effects have been reported. It is necessary to integrate prior research findings, and comprehensively examine the effect of face on leisure consumers' consumption behavior. The purpose of this study was to investigate the effect (i.e. effect size, and moderating variables) of face on leisure consumers' consumption behavior through meta-analysis. Research design, data and methodology: Among 1,019 face-related academic studies, retrieved from the academic research information services (RISS), 34 studies and 300 cases examining the effect of face on leisure consumers' consumption behavior were finally included for meta-analysis. Face measured as face sensitivity and/or a face sensitivity sub-component (shame-consciousness, formality-consciousness, and other-consciousness) were integrated in the meta-analysis. Leisure consumers' consumption behavior was classified as antecedents of purchase (overall conspicuous consumption tendency, overall symbolic consumption tendency, personality, high price, high quality, brand seeking, fashion seeking, enjoyment, other person (interpersonal) consideration, position, reference group, and attitude), purchase (purchase intention, unplanned purchase, purchase, and expenditure), and post-purchase (satisfaction, repurchase, and post-purchase). The data used in the meta-analysis was comprised of correlation coefficients, and the meta-analysis was performed using the R-program. Results: The overall mean effect size of face on leisure consumers' consumption behavior was .248. It was found that the effect size was the largest in the order of shame-consciousness face, formality-consciousness face, and other-consciousness face. Among the types of leisure consumers' consumption behavior categorized as dependent variables, the effect size was found to be largest in the order of position, attitude, reference group, post-purchase behavior, brand seeking, personality, trend seeking, etc. In addition, it was found that the leisure types moderated the effect size of face on leisure consumers' consumption behavior. The effect size was found to be largest in the order of skin diving, baseball, various leisure participation, dance, gambling, golf, etc. Conclusions: Face moderately or significantly influence leisure consumers' consumption behavior.