• 복식
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• 제62권2호
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• pp.87-102
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• 2012

The purpose of this study is to identify conceptual constructs of well-being consciousness and appearance management behaviors, and to examine the effects of these two variables on attitudes toward Korean herbal cosmetics for Korean and Japanese consumers. A survey was carried out among female consumers between the ages of 20 and 50, and a total of 500 responses were analyzed by descriptive analysis, reliability test, t-test, and confirmatory factor analysis, structural equation modeling and multi group analysis. The results of this study were as follows: 1) The result of CFA and the reliability test on well-being consciousness and appearance management of Korean and Japanese respondents clearly showed factorial structures on each of the variant assessments. 2) In regards to the well-being consciousness, Korean and Japanese respondents highly tended to perceive well-being as a benefit to the physical health and an eco-friendly lifestyle respectively. In the area of appearance management, Korean and Japanese respondents had similar patterns that showed high scores of skin care and weight control. Both Korean and Japanese consumers showed favorable attitudes toward Korean herbal cosmetic products. 3) The consumers' well-being consciousness revealed to have positive influences on appearance management behavior. Both well-being consciousness and appearance management positively influenced attitudes toward Korean herbal cosmetics. 4) As a result of MGA, the well-being consciousness had more positive impacts on Korean respondents' attitudes toward Korean herbal cosmetics than the appearance management variable when compared to the Japanese respondents. On the other hand, appearance management had more positive impacts on Japanese respondents' attitudes to-ward Korean herbal cosmetics than well-being consciousness when compared to the Korean respondents. These results suggest that differentiated marketing strategies for Korean herbal cosmetics are crucial when targeting Korean and Japanese consumers.

• Asia Marketing Journal
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• 제11권1호
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• pp.93-112
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• 2009

본 연구는 제품보증의 유형인 명시적 보증과 묵시적 보증이 소비자의 제품에 대한 태도에 미치는 영향을 제품보증과 관련된 선행연구들을 탐색하여 살펴보았다. 이에 따른 주시험 효과가 제품유형(탐색재 vs 경험재) 및 제조업체의 기업윤리 수준(고윤리 vs 저윤리)에 의해 조절되는지를 상호작용 효과의 차원에서 고찰하였다. 실증분석 결과에 의하면 소비자의 제품에 대한 태도는 제품보증이 명시적일 때가 묵시적일 때보다 높게 나타났다. 그리고 제품보증의 유형에 따른 주시험 효과는 해당 제품이 탐색재일 때보다 경험재일 때가 더 크게 나타났으며, 제조업체의 기업윤리 수준이 높을 때보다 낮게 인식할 때가 더 크게 나타났다. 다만, 이러한 조절효과는 두 가지 종속변수 중 제품태도는 통계적으로 유의한 결과를 보이지 않았고 구매의도에서만 유의한 결과가 나타났다.

• 대한가정학회지
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• 제35권3호
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• pp.259-274
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• 1997

This research explores the consumer perspective on several questions relating to product liability. The purpose of this study was (1) to assess consumers' attitudes level toward product liability, and (2) to identify respondents' socio-economic and consumer related variables that influence attitudes toward product liability. Data were collected from questionaires with 319 adults who were residents of Seoul. This paper presents the results of general agreement(2.59-3.58 by 4 point likert) concerning important issues related product liability. The attitudes toward product liability were significant partly according to education level, job, monthly family income, consumer education experience, the experience of reading journals, consumer information contact frequency and product safety orientation.

• 대한가정학회지
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• 제36권3호
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• pp.131-144
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• 1998

This study attempts to analyze the propensity for conspicuous consumption of the adolescent consumers and related variables such as socio-economic variables, consumer experience, materialism and consumption-oriented attitudes to provide a basis for the development of consumer education program. The survey of this research was conducted by means of self admistered questionnaire with 788 adolescent consumers attending middle and high school located in Ulsan. The results of this research were as follows: 1) The average level of the propensity for conspicuous consumption was a little high median point. This implies that consumer education is necessary for the adolescent consumer in order to reduce the level of conspicuous consumption. 2) The adolescent consumers' propensity for conspicuous consumption varies significantly according to the socio-economic variables such as sex, grade, the allowance interval, the amount of allowance, the mother's education and the subjective level of household consumption. 3) The propensity for conspicuous consumption is positively correlated with materialism and the consumption-oriented attitudes. The consumer experience is positively correlated with materialism and not significantly correlated with the propensity for conspicuous consumption and the consumption-oriented attitudes. Materialism is positively correlated with the consumption-oriented attitudes. 4) According to the results of the regression analysis examining the influences of variables affecting the propensity for conspicuous consumption, the relative importance of the variables are in the order of; materialism, the consumption-oriented attitudes, sex and the amount of allowance. These independent variables explains 49.3% of the total variance about the propensity for conspicuous consumption.

• Fashion, Industry and Education
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• 제14권2호
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• pp.35-46
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• 2016

The purpose of this study was to examine female consumers' attitudes and purchase intentions toward intimate apparel brands. To understand female consumers' shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria's Secret as the most prominent intimate apparel brand. Therefore, Victoria's Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university. A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

• 무역학회지
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• 제47권3호
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• pp.37-55
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• 2022

This paper takes the factors influencing consumers' purchase of organic agricultural products before and after the COVID-19 epidemic as the starting point, decomposes Chinese consumers' purchase behavior of organic agricultural products into questionnaire surveys before and after the COVID-19 epidemic with the help of the theory of planned behavior, and builds structural equation regression models to compare and analyze them respectively. The study investigates whether this change has any impact on consumers' purchasing behavior of organic agricultural products, and proposes rationalized countermeasures from different perspectives based on the results of the study. To this end, this study collected 219 valid questionnaires by combing through domestic and international literature and referring to scholars' mature scales for measurement. The results showed that consumers' attitudes, subjective norms and perceptual behavioral control of organic agricultural products before and after the COVID-19 epidemic had a significant positive effect on consumers' willingness to purchase; however, it can be seen that the intervention of the COVID-19 epidemic event has significantly improved consumers' attitudes, subjective norms and perceptual behavioral control of organic agricultural products.

• 한국생활과학회지
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• 제4권1호
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• pp.51-61
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• 1995

The purpose of this study was to find out the characteristics of the adolescent consumers related to the attitudes toward TV advertisements on and purchasing behaviors of the sport beverages, and to test the role of the atitudes toward TV advertisements between the consumer characteristics and the purchasing behaviors of the sport beverages. The qusetionnaire method was utilized to 549 female and male junior and senior high school students in urban and rural areas. The results showed that the attitudes toward TV advertisement on sport beverage was related to the residentiae years in school, whom to buy, level of interests in sports, and level of knowledges of the beverages; purchasing behaviors of the sport beverages, whom to buy, gender, level of knowledges of the beverages, size of the allowance, and the residentiae years in school. The attitudes toward TV advertisements seemed to the intervenning role between the consumer characteristics and the purchasing behaviors among adolescent consumers.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2001년도 추계학술대회 논문집
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• pp.184-187
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• 2001

The purpose of this study is to find the perceived risk which influences consumers' purchase attitudes so that consumers' participation in electronic commerce could be enhanced. Consumer behavior involves risk in the sense that any action of a consumer will produce consequences which one cannot anticipate, and some of which are at least likely to be unpleasant. The types of perceived risks are financial risk, performance risk, social risk, psychological risk, time loss, opportunity loss, privacy risk, fashion loss, delivery risk, seller's response risk and seller's fraud risk The findings are as follows: $\circled1$ The financial risk, performance risk, time loss, delivery risk, seller's response risk and seller's fraud risk have negative effects on the consumers' purchase attitudes. $\circled2$ There is no difference in the level of perceived risk according to the demographic factors such as age, education and income level.

• 한국생활과학회지
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• 제12권3호
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• pp.337-349
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• 2003

This study was dealt with consumers' attitudes and requests for refunds on the basis of data gathered in 1997 and 2000 and examined factors shaping the differences of the consumers' requesting for refunds and investigated variables influencing the presence or absence of requests for refunds. Research outcomes could be summarized as follows. First there were no differences in consumers' searches for information of refunds, degrees of satisfactions for practices of refunds, knowledges for refunds, consumers' expectation for the permission of refunds between two periods Consumers generally showed more active behaviors for the request for refunds in 2000 than in 1997. In cases of defects, the chance of getting refunds was higher while consumers feel greater needs for refund. Second, consumers perception for the necessity of refund and their expectations for successful outcomes were higher in cases of defects than in the opposite case; consumers were also more active to request for refunds and get more positive responses in the former case. Third, in cases of defects in 1997, as consumers faced the unsatisfactory response for their previous requests for refunds, they did not actively request for refunds. In 2000, requesting for refunds were more active as they were more knowledgeable, actively search for information of refunds before their purchases, and expect more positive outcomes for their requests for refund. On the other hand, in cases of no defects in 1997, consumers showed more active behaviors requesting for refunds as their own professional jobs, owned greater consumer expectation for positive outcomes and showed greater satisfactions for the previous requests of refunds. In the survey of 2000, consumers showed active behaviors requesting for refunds as they were highly educated, gather much information for refund, and showed positive expectations for the possibility of refund.

• 산경연구논집
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• 제11권8호
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• pp.7-19
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• 2020

Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.