• Journal of the Korea Institute of Information Security & Cryptology
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• v.25 no.5
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• pp.1225-1233
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• 2015

This study investigates the effects of information security awareness arising from E-Commerce in terms of the Elaboration Likelihood Model(ELM) and analyzes the moderating effect of the trust's involvement and experience. Consumers are using E-Commerce Web sites, depending on the level of involvement and experience in E-Commerce. This study is based on the ELM, the information security awareness of consumer confidence in E-Commerce form, according to the degree of experience and involvement suggested a theoretical model to describe the effect that the scaling and, through empirical studies validation of model. Consumer confidence is formed the attitude of the E-Commerce company through different paths, depending on the type of awareness in the E-Commerce web site, this moderate has the effect of consumer involvement and experience. Studying the information security awareness of consumer in the on E-Commerce is considered to present a new perspective on trust.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.4
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• pp.139-152
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• 2019

This study aims to find out the influence of brand awareness and preference of collaboration products created by SPA and luxury brands using specific examples of collaborations, which are now becoming prevelent in the fashion industry. For this study, data collection was carried out through a distribution of 350 copies of the questionnaire, 333 responses were used for data analysis. Using a statistical package program with SPSS, a frequency analysis, a factor analysis, and a multiple regression analysis were conducted. The results of this study are summarized as follows. Awareness and preferences of the SPA and luxury brands lead collaboration products to be preferred. In addition, consumers happen to have more favorable attitudes regarding the purchase of collaboration products. This means that matching brands with high preference is a very important factor to create profits from the collaboration products as awareness and the preference are important factors for the success of projects. In particular, the recognition and preference of luxury brands was found to have greater impact on the preference and recognition of collaboration the SPA brands. Accordingly, brands should expand and actively collaborate through a variety of methods and support proper collaborations that fit their image.

• Information Systems Review
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• v.18 no.3
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• pp.185-207
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• 2016

This study investigated the relationship between privacy policy awareness and willingness to provide personal information. Online privacy policies published on the Internet aim to build the trust of consumers and reduce their concerns about the provision of providing personal information. This study uses FIP(FIP; Fair Information Practices) principles to measure awareness of privacy policy. The result of the survey indicates significant relationships among awareness of privacy policy of e-commerce websites, privacy trust, and privacy risk. Privacy policy aims to improve transparency of collection and use of personal information. A high level of privacy trust is related to a high level of willingness to provide personal information on an e-commerce website. A low level of privacy risk is related to a high level of willingness to provide personal information on an e-commerce website. This study found that disposition to trust moderates the relationship between privacy policy awareness and privacy trust. This study contributes to further research on the relationships among privacy policy awareness, privacy trust, and privacy risk. The result of this study can be used by companies that aim to build privacy trust and reduce privacy risk.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• Culinary science and hospitality research
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• v.18 no.2
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• pp.91-105
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• 2012

This study aims to analyze the effects of satisfaction on behavioral intentions depending on brand equity based on the consumers who visited specialty coffee shops in Busan. The self-administered method was used for empirical analysis and 295 copies (89%) out of 300 copies of questionnaires were used for analysis. For data processing, the SPSS WIN Version 15.0 statistical package program was used and the frequency analysis, reliability analysis, factor analysis were conducted so the hypothesis was verified through the regression analysis. As a result, for the hypothesis that "Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on satisfaction," perceived quality, brand awareness, and brand image had a significant impact on satisfaction. Satisfaction was shown to have a significant impact on behavioral intentions for the hypothesis that "Satisfaction will have a significant impact on behavioral intentions" For the hypothesis that "Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on behavior intentions," perceived quality and brand awareness had a significant impact on behavioral intentions while brand image didn't. Based on the results of this study, companies should be systematically managed to prepare strategies to remind consumers of their brands and focus on to strengthen brand equity effectively in order to build a competitive brand.

• Management & Information Systems Review
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• v.35 no.1
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• pp.207-233
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• 2016

Currently mobile messenger industry, based on mobile application, is growing. And it has aroused innovative change, offering services in various forms beyond the form simply sharing messengers. Also because messenger securities are becoming personalized and intelligent, the importance of more diverse mobile applications' securities is increasing. This study carries out the empirical study of the causal relationship that the factors of using application services influence on security recognition and security Intention of mobile securities, and consequentially impact upon protection of personal information of users. In order that, we present the research model which prime variables of SDT, which emphasized on natural immanent motivation of human, applied to. To verify the research model of this study empirically, we conducted a survey targeting the public and university students which have ever used mobile messenger applications. With this, we desire to contribute to emphasizing the significance of individual messenger security and playing a positive role to develop security guide for consumers. The path analysis results are as follows. First, perceived autonomy has a positive effect on both security awareness and security intention. Second, perceived competence has a positive effect on security intention. Third, perceived relatedness has a positive effect on both security awareness and security intention. Last, security awareness and security intention. have a positive effect on privacy protection behavior. Through emphasizing the importance of the security of the messenger of individuals and contribute to a positive role for development of the necessary security guidelines to consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.6
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• pp.838-849
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• 2000

The purpose of this study was to investigate use and purchase behavior of sleeping wear for summer. Subjects in this study were composed of 591 males and females aged from twenties to fifties, living in Taejon and Chongju. For data analysis, descriptive analysis, $\chi$$^2$-test, t-test, ANOVA, and factor analysis were used. The results are as follows. First, subjects used sleeping wear(a night gown and pajamas), and home wear(T-shirts and sweat suit with zippered top) with similar rates. The subjects, who are females, married, older and have professional jobs, owned sleeping wear such as a night gown and pajamas more than home wear. Also, the mean of using pajamas was the highest, and they were satisfied with them more than others who didn't wear them. Second, one-third of consumers purchased sleeping wear once a year in a specialty store. Consumers mainly searched for information regarding sleeping wear in the display section. Most consumers weren't influenced by others when they made their purchases. When consumers decided to purchase a product, they considered six criteria such as fabric/management, wearing/fitness, esthetic, service, symbolic status, and economic for evaluating. Among them, the factor wearing/fitness was considered the most important. These results imply that consumers would be conscious of sleeping wear even though sleeping wear and home wear are used interchangeably. In addition, consumer behavior concerning sleeping wear is different from their characteristics such as sex, age, occupation, the level of education, and marital state. Therefore, the markets with sleeping wear would be able to be segmented based on consumers’characteristics. Also, marketers should focus on distribution channels to reform the markets of sleeping wear, that is, they may offer products in specialty stores. Additionally, market managers would be able to concentrate on visual merchandising in stores in order to increase brand awareness and market share.

• Journal of the Korea Convergence Society
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• v.9 no.5
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• pp.157-169
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• 2018

The purpose of this study is to investigate the effect of voluntary purchasing motives on insurance consumer satisfaction. The purpose of this study is to investigate the direct and indirect effects of insurance consumption satisfaction including psychological needs of consumers that induce voluntary purchase motivation based on psychological self-determinism theory. The research hypotheses and models were verified through structural equation analysis using online surveys of 1,225 insurance consumers. As a result of the study, the satisfaction of insurance consumption is increased when purchasing by voluntary purchase motive, in which consumers perceive the necessity of purchasing themselves. The positive perception of insurance consumption autonomy and insurance consumption environment increases the motivation to purchase voluntarily, Respectively. Through this study, it is suggested that excessive marketing of insurance companies and self-confidence of insurance consumers may hinder insurance consumption satisfaction and education of consumption attitudes of financial consumers to raise awareness of autonomous rights and responsibilities of insurance consumers.

• Fashion & Textile Research Journal
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• v.14 no.1
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• pp.83-89
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• 2012

Recent rapid development of computer, information communication and Web service technologies is exerting considerable effects on all industrial areas. As such digital technologies are also introduced to the clothing and fashion industry and create 'virtual garment environment' consisting of 3D virtual bodies, virtual garments and virtual try-on systems, consumers are now able to try virtual garments on their virtual body online. This study was conducted in order to analyze consumers' tendency of clothing purchase using 3D virtual simulation technology, which is increasing attention throughout the world, and to propose strategies on the development of virtual try-on technology for activating apparel online shopping. The subjects of this study were men and women aged 18 or older living in the North Carolina State, U.S., and a questionnaire survey was conducted with them on their tendency of apparel online shopping and their preference for real garments and virtual garments. According to the results of this study, consumers' awareness of apparel shopping using virtual try-on was still low. Moreover, in the results of surveying consumers' purchase preference for real garments and virtual garments, preference was highest for real garment (P), which was followed by virtual garments OA, OB and BB. Based on the results of this study, for the activation of apparel online shopping using virtual simulation technology, it is considered necessary to provide services implementing virtual try-on similar to consumers' actual try-on. This requires further active research and technology development on virtual try-on simulation using digital technologies.

• Journal of the Korean Society of Food Culture
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• v.36 no.5
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• pp.421-429
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• 2021

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.