• 가족자원경영과 정책
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• 제14권3호
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• pp.53-68
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• 2010

This study tried to develop the theoretical backgrounds, explaining consumers energy consumption behavior and analyzed its effects. In other words, this study investigated the factors influencing the amount of electronic energy consumption. In this study, we used 678 questionnaires which were selected a quota sampling by living area who were above 20 years old and married. Summary of results of this study follows. First, attitude for energy saving was positively related with female, high school graduated large size of family members, elderly, and middle-class consumers. In addition, consumers' search for energy saving were appeared passively in young consumers under 30 years old, and the family with the highest household income. Consumers' purchasing energy-efficient products was presented in large size of family members, and young consumers. Second, consumers' environmental oriented behavior, action-directed behavior, healthseeking behavior were significantly related with energy saving behavior, and active information search for energy saving, but not with purchasing energy-efficient products and consuming behavior of electrical energy. Third, the quantity of electric energy consumption was affected by the size of family members, the living size of house related with high energy demand, the attitude for energy saving, and searching information for energy-saving.

• 웰빙융합연구
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• 제2권2호
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• pp.13-19
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• 2019

This study is about pressure-accepting behavior of consumers attached to brands. Previous studies of the situation focused on time pressure and scarcity pressure, focusing on scarcity. The results of the study are as follows. First, consumers attached to brands were found to be relatively blunt in time pressures. This indicates that brands of consumers are attached to do not buy on impulse because of time pressure. Second, consumers attached to brands were found to be relatively under social pressure. This indicates that consumers who are attached to the brand do not buy with social pressures such as quasi-family groups. Third, consumers attached to brands were found to be relatively sensitive to scarcity pressures. Thus, a quantity-limited marketing strategy is generally more effective for consumers with high marketing effectiveness but high brand attachment. Fourth, unlike the one presented, consumers attached to the brand were found to be relatively insensitive to place pressure.

• 산경연구논집
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• 제9권7호
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• pp.19-32
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• 2018

Purpose - This paper aims at exploring the effects of failure types such as failure in promotion orientation and failure in prevention orientation on consumers' consumption behavior, and the moderation role of lay theories in the effects. Research design, data, and methodology - This study employed 2 between-subject designs(failure in promotion orientation vs. failure in prevention orientation) and also 2 (failure in promotion orientation vs. failure in prevention orientation) with implicit self as the within-subject. Chinese consumers participated in the empirical study, and to verify the hypotheses ANOVA, T-test and regression analysis were used. Results - Consumers were more likely to choose adaptive consumption behavior rather than compensatory consumption behavior when they were encountered with failure in promotion orientation versus failure in prevention orientation. Lay theories did play the moderation role in the effect of failure types on consumption behavior. The incremental theorists who think that effort is an important way to accomplish their learning goals showed more willingness to conduct compensatory consumption behavior rather than adaptive consumption behavior. Conclusions - Marketers should put more attention on the ways by which their products can help consumers self-improve when consumers encounter with failure. They should also be aware of the importance of consumers' mindsets when designing and developing advertising messages.

• 복식문화연구
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• 제29권5호
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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.

• 무역학회지
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• 제45권2호
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• pp.211-228
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• 2020

The purpose of this study aims to analyze the comparative effects of luxury consumption behavior for Chinese consumers. Many research have been conducted in luxury consumption behavior based on perspective of culture, brand, and purchase motives. However, previous studies seem somewhat limited in fully explaining luxury consumption behavior due to less understanding of consumers' psychological trait. In order to fill this gap, this study adopts narcissism (overt narcissism and covert narcissism) to explain consumers' psychological trait. Based on specific psychological trait, consumers would lead to different luxury purchasing behavior depending on purchase motives. Especially, overt narcissism would show high tendency of self-esteem, arrogance, which means that it is closely related to need for uniqueness. Conversely, covert narcissism would show high sensitivity to others, which indicate that it is involved with need for approval. Also, each narcissism would result in different behavior for luxury purchasing based on generation difference (20-30s, vs. 40-50s). The result of this study shows that overt narcissism, covert narcissism, need for uniqueness, need for approval have significant influence on luxury consumption behavior. Especially, overt narcissism has interaction effect with need for uniqueness and young generation (in the 20s, 30s) for luxury purchasing behavior. On the other hand, it was found that covert narcissism has no interaction effect with other variables.

• 대한가정학회지
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• 제41권6호
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• pp.105-117
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• 2003

This study was intended to investigate specific plan to enhance the adolescents consumers' environment-friendly consumption behavior in their consumption. For this purpose, a questionnaire was conducted among middle and high school students. As a result, the following findings were obtained: The related items in the questionnaire were categorized into factors in an attempt to investigate consumers' environment-friendly consumption. Factor I was coded as active recycling and the use of refilled products and Factor Ⅱ was coded as the behavior of active savings. Adolescents consumers with more experiences in environmental activity showed the higher level of behavior of environment-friendly consumption, and female adolescents consumer did so than male adolescents consumer And adolescents consumers showed the higher level of practical behavior of environment-friendly consumption in case of data and document arrangement than in case of cleaning, and in case of voluntary social service than in case of only cleaning.

• 한국의류학회지
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• 제24권5호
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• pp.772-783
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• 2000

The purpose of this study was to investigate product evaluation on consumer's buying behavior of domestic & imported golf wear brands. The questionnaires were sent to 200 consumers who play golf. The 119 data were analyzed by mean, t-test, ANOVA and chi-square. The results of the study were as follows: There were significant differences on consumers' evaluation of apparel quality on fabric and style between groups. Consumers evaluated that the imported golf wears made of more soft, light and unique fabric than domestic, and had a unique and characteristic style. The evaluation of apparel quality according to demographic information has significant difference. Consumers(46-55 ages, business managers and professional) evaluated imported brands were made of soft and light fabric. Consumers(business managers) buying imported brand evaluated dry-cleaning was inconvenient. Consumers who engaged in service industry evaluated domestic brands were easy to coordinate with other items.

• 한국의류산업학회지
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• 제12권4호
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• pp.459-466
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• 2010

The purpose of this study was to examine the appearance management behavior and its motives according to male consumers' age. A set of questionnaire was administered to 398 male consumers. Data were analyzed by utilizing frequency, factor analysis, ANONA, and Crosstabs. The results showed that factors of the appearance management behavior were classified into such as fashion oriented, figure management, figure improvement, skin care, cosmetic surgery, hair care, and health oriented. The male consumers age in the 20s, were more conscious of the appearance management. The male consumers aged over 40s were more aware of figure management and hair care for better health oriented. Appearance management behavior motives were classified into individuality, sociality, and interest arousal. Most of the male consumers showed higher interests in sociality among appearance management motives for better personal relations at workplace and increasing competitive edge.

• 한국의류학회지
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• 제44권5호
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• pp.789-809
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• 2020

Growth in online channels has created fierce competition; consequently, retailers have to invest an increasing amount of effort into attracting consumers. In this study, eye-tracking technology examined consumers' visual behavior to gain an understanding of information searching behavior in exploring product information for fashion products. Product attribute information was classified into two image-based elements (model image information and detail image information) and two text-based elements (basic text information, detail text information), after which consumers' visual behavior for each information element was analyzed. Furthermore, whether involvement affects consumers' information search behavior was investigated. The results demonstrated that model image information attracted visual attention the quickest, while detail text information and model image information received the most visual attention. Additionally, high-involvement consumers tended to pay more attention to detailed information while low-involvement consumers tended to pay more attention to image-based and basic information. This study is expected to help broaden the understanding of consumer behavior and provide implications for establishing strategies on how to efficiently organize product information for online fashion stores.

• 가정과삶의질연구
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• 제18권2호
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• pp.175-190
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• 2000

The purpose of this study is to investigate variables affecting on rationality of consumption behavior of adolescent consumers. The findings from data analysis can be summarized as follows: 1) The degree of the rationality of whole consumption behavior, buying behavior, using behavior and disposing behavior is not so high. Especially the degree of making a buying plan before they buy gathering information according to buying plan and applying gathered information is low but presenting a claim for inferior goods is high. Adolescent consumers don't tend to use products to the end and to exchange or donate disusing products. 2) According to the result of multiple regression analysis, sex, grade, application of advertisement, influence of parents, saving value, conspicuous value, pro-environmental value, aesthetic value, enjoyable value are variables affecting on the rationality of consumption behavior of adolescent consumers.