• The International Journal of Costume Culture
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• v.12 no.1
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• pp.38-51
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• 2009

The goal of this study is to define the types of the lifestyles of senior consumers and identify the differences in the properties of apparel products and the apparel attitudes. To collect the data for this study, questionnaires for the research were distributed from November 20, 2006 to December 15, 2006 to those over 50 living in Seoul, Pusanand Kyunggi and 302 questionnaires were used for the data analysis. The results of the study are as follows. First, six factors were extracted which were "Pursuit of Self-development", "Pursuit of Active Life", "Pursuit of Material", "Pursuit of Diversity", "Pursuit of Family-oriented" and "Pursuit of Recreational Life" after factor analysis of lifestyles recognized by the senior consumers that participated in this study. Second, the lifestyles of the senior consumers were categorized into "Consumption-oriented Type", "Personal Satisfaction-oriented Type", "Family Weighted Type" and "Recreation-oriented Type." Third, three factors were extracted which were "Symbolical Property", "Functional Property" and "Customer Support Property" after conducting the factor analysis on the properties of apparel products. Fourth, significant differences were shown in apparel properties by the lifestyle types of senior consumers in the symbolical property and the customer support property. The "symbolical property" was shown highest in "recreation-oriented type" and lowest in the "family weighted type." The customer support property was shown highest in the "family weighted type" and lowest in the "recreation-oriented type", showing the opposite result. Fifth, significant differences were shown in apparel attitudes by the lifestyle types of senior consumers in "Fashion Innovativeness", "Apparel Involvement" and "Apparel Necessity." The "fashion innovativeness" was shown highest in the "recreation-oriented type" and lowest in the "family weighted type." The apparel involvement and the necessity for apparel for senior citizens was shown high in the "recreation-oriented type" and this showed that the senior consumers valuing recreation also value fashion, have high apparel involvement and feel the necessity for apparel for senior citizens.

• Journal of the Korean Home Economics Association
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• v.40 no.4
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• pp.85-103
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• 2002

The purpose of this study is to examine determinant to purchase decisions by consumers using the home shopping of cable TV. For the purpose accomplishment, this researcher surveyed demographic characteristics of cable TV users to determine what differences in types of goods purchased by the users were made in accordance with the characteristics. Findings from the study may be reflected in bisiness policies seeking the fulfillment of consumer needs, and be used as a basic information for the establishment of consumer policies pursuing increased qualities of consumption life by providing information on goods shown through the of home shopping on cable TV. The result of the study can be summarized as follow. First, purchased goods were greatly different in their types depending on demographic characteristics of consumers such as gender, marital status, age, educational backgrounds, income and jobs. Second, experiential characteristics of cable TV users including holding or non-holding credit cards, main channels used, the main time of watching cable TV and purchase frequency per year contributed to differences in types of purchased goods. Third, factors influencing purchase decisions were somewhat different according to types of goods. However, previous purchase experiences were most influential irrespective of the types. The result as described so far suggests that previous purchase experiences by consumers raised their chances of repurchase by removing possible risks perceived by consumers. Based on the result as above, the researcher would make the following conclusion. First. companies operating the of home shopping on cable TV should increase satisfaction by consumers by providing reliable goods and information to them. In this sense, those companies need to establish marketing strategies that vary according to demographic characteristics of consumers and at the same time provide product information necessary for fulfilling consumers' requirements. Second, consumers should be moderate in the use of credit cards to avoid unplanned purchases via home shopping on cable TV and have some knowledge to solve problems related to goods and to the use of credit cards.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.37-47
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• 2015

What follows in this research is the examination of the consumer motives that lead to the usage of smartphones, how the consumers can be categorized by such motives, and how each category of consumers behave differently when using their smartphones. The finding of this research is as follows. First, the result of factor analysis showed that there are four underlying dimensions in consumers. Second, The result showed that consumer can be categorized into three different types, "Other conscious consumers", "Consumers with no specific motives", and "Function pursuing consumers". Third, multi-regression analyses were performed to identify variables that impacted consumers' satisfaction and technostress in the use of smartphone consumers.

• The Research Journal of the Costume Culture
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• v.19 no.1
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• pp.191-199
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• 2011

The purpose of this study was designed to investigate the purchasing considerations given and wearing fit according to suit styles in male consumers in their 30s by conducting questionnarie research with 410 persons. The research intended to give menswear manufacturers the scientific data to improve consumers' satisfaction when menswear brands produce jackets. The summary and conclusions in this study are as follows: First, male consumers have moderate interest in fashion and recognize the impact of fashion on their professional lives. Also, male consumers were aware that recent menswear fashion trends are being changed to slim-fit. Second, by examining the suit inventory and the purchasing consideration according to the suit styles, male consumers in their 30s had between 2 to 4 suits, both in slim-fit and classic-fit, respectively. When consumers purchase a suit, the most important consideration factors are size and wearing fit in both slim-fit and classic-fit. The reason to purchase a slim fit suit is that it seems slim due to its fitted silhouettes, while in a classic-fit suit, it is required because of job nature. Third, the result indicates the circumferences causing the most uncomfortable were the shoulder, chest, the back, and upper arm. Also, they mentioned the chest and the abdominal section including the shoulder as the most uncomfortable circumference to the question on what to be improved in jacket. Therefore, the research suggests that the menswear manufacturer should consider different consumers' desires which require different criteria based on the suit styles.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.3_4
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• pp.548-559
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• 2002

Value is one of the most useful variable for achieving marketing concept that satisfy consumer needs. The issue related to which value consumers have when they're shopping and which effect this shopping value has on the process of consumer satisfaction formation, would be helpful to understand the post-purchase behavior as well as the process of pre-purchase decision making. Therefore, the objective of this study was to clarify differences in the process of satisfaction formation in relation to the type of shopping value. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Factor analysis, cluster analysis, frequencies, t-test, and structural equation model analysis were used to analyze the data. Two groups regarding shopping value were found, which included consumers with hedonic shopping value and consumers with utilitarian shopping value. Overall, the results revealed a similar tendency in the process of satisfaction formation between two groups. But the tendency, which expressive product performance was related to the positive consumption emotion more than instrumental product performance was and instrumental product performance was related to the negative consumption emotion more than expressive product performance was, was clearer in consumers with utilitarian shopping value than in those with hedonic shopping value. In consumers with utilitarian shopping value, expressive product performance has a greater effect on satisfaction than instrumental product performance did, but in consumers with utilitarian shopping value, expressive product performance showed a similar effect on satisfaction with instrumental product performance. Understanding of the post-purchase behavior of the consumers with hedonic shopping value and the consumers with utilitarian shopping value and practical administration of the differences of the two groups would contribute to build useful marketing strategies.

• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.634-650
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• 2021

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers' brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers' behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

• Nutrition Research and Practice
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• v.15 no.1
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• pp.80-94
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• 2021

BACKGROUND/OBJECTIVES: Recent studies have reported chocolate consumption has beneficial effects on blood pressure, obesity, and dyslipidemia, which are components of metabolic syndrome (MetS). However, evidence regarding these relationships in Asia is limited. The aim of this study was to investigate relations between chocolate consumption and MetS in Korea. SUBJECTS/METHODS: Study subjects were 6,982 adults aged 19-64 years free of major chronic diseases that participated in the 2014-2016 Korea National Health and Nutrition Examination Survey. Information on chocolate consumption was obtained using food frequency questionnaires. For primary analysis, subjects were divided into two groups: non-consumer (n = 3,741, 53.6%); consumer (n = 3,241, 46.4%). In order to investigate dose-response effects on MetS, chocolate consumers were divided into quartiles based on amounts consumed: Q1 (n = 789, 24.3%); Q2 (n = 837, 25.8%); Q3 (n = 863, 26.6%); Q4 (n = 752, 23.2%) in second analysis. RESULTS: Chocolate consumers; 1) were more physically active(P < 0.0001); 2) less likely to smoke(P < 0.0001); 3) paid more attention to food nutrition labels (P < 0.0001), and 4) had healthier dietary patterns, that is, they consumed vegetables, fruits, and dairy products more frequently(P < 0.0001) than non-consumers. Furthermore, chocolate consumers had a 30% lower risk of MetS (odds ratio, 0.70; 95% confidence interval, 0.58-0.86; P = 0.0005). However, dose-response effects between chocolate intake and MetS was not found by secondary analysis after excluding non-consumers. CONCLUSIONS: In conclusion, chocolate consumers had healthier lifestyles and dietary patterns and a lower prevalence of MetS than non-consumers, as determined by our primary analysis. Although dose-response effects were not found to be significant among chocolate consumers during secondary analysis, the patterns were partially similar. This cross-sectional finding shows chocolate consumption does not increase the risk of MetS. The prospective studies and intervention trials in Korea are needed to confirm this cross-sectional finding.

• Journal of Digital Convergence
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• v.19 no.6
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• pp.143-162
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• 2021

Research on consumers' perception and willingness to purchase Battery Electric Vehicles (BEVs) is necessary to simulate BEVs' deployment in South Korea because South Korea's BEVs market is still in the early stage. This paper derives a theoretical framework for consumer segmentation based on consumers' willingness to purchase before and after BEV usage experience. In particular, this study empirically evaluates consumers' willingness to purchase and concerns using the survey data from BEVs users in either Seoul or the Jeju region. The empirical results from logit models show that experienced consumers' concerns about the heater and air conditioning (HAC) in BEVs decreased the consumers' willingness to buy, while greater daily driving distances increased the consumers' willingness to buy. In addition, the empirical findings from ordered probit models show that experienced consumers' concerns about the short driving distance, the availability of maintenance service (i.e., A/S service) during unexpected events, and the difficulties of driving BEVs up-hill increased the degree of concern about HAC. This paper will provide insights related to consumer segmentation, R&D, marketing strategies, and policy design for policymakers and firms.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.25 no.1
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• pp.152-159
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• 2021

In the Chinese market, the market share of Korean cosmetics is rapidly increasing and its position in the global market is gradually becoming stable. The reasons why Chinese consumers are enthusiastic about Korean cosmetics are as follows. First of all, Korean cosmetics are suitable for Asian Chinese consumers. Second, the star effect of Korean cosmetics has shown an undoubted effect, making Korean cosmetics rapidly developing and rapidly occupying the Chinese market. Chinese consumers' satisfaction with Korean cosmetics directly affects the Korean cosmetics market. Therefore, the research subject of this study is set to Chinese consumers and focuses on factors that affect Chinese consumers' satisfaction with Korean cosmetics. The "Chinese Consumer Satisfaction with Korean Cosmetics" model is established to find the relevant influencing factors and simulate the hypothesis to analyze and propose the factors that actually affect the satisfaction of Chinese consumers with Korean cosmetics.

• The Korean Journal of Franchise Management
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• v.13 no.4
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• pp.13-22
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• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).