• 복식
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• 제66권2호
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• pp.45-60
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• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

• 복식
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• 제66권7호
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• pp.192-208
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• 2016

Due to the paradigm shift in fashion industry, its contribution to social activities and social enterprises' practice of ethical fashion has been on the rise lately. The surveillance and regulations of international community have increased in light of the betterment of working conditions and protection of the rights, and corporate social responsibility has been emphasized through consumers' interest in ethical consumption. In this regard, the fashion social enterprises' responsible and ethical management can both boost the trust in business and value-added. The study aims to propose feasible methods by exploring ways to induce support from central and local governments, which will lead to the activation of future fashion social enterprises and paradigms shift of consumers's perception and value. The sustainability of social enterprises requires management line or policies that consider social, environmental, economic, and political aspects of virtuous cycle, differentiated internally or externally. Fashion social enterprises also need ethic management and social responsibility management that are distinctive from general fashion enterprises. Thus, they will not be sustainable or differentiated unless entrepreneurial faith and role is not clear. Education and continuous promotion including upcycling are critical to build consumer base as they can make consumers spend ethically and recognize social enterprises. In addition, social education and public relations need to take place in order to internalize consumer pattern. The goal of sustainable corporate social activity is to change the awareness and become social investment that returns some profits to the society as members in line with reviewing corporate image. This can lead to establishing the foundation of securing a big comsumer market and winning the trust of the consumer's through corporate social responsibility and investment.

• 디지털산업정보학회논문지
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• 제15권4호
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• pp.173-187
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• 2019

Based on the theory of planning behavior, the purpose of this study was to validate the path to consumers organic bakery product purchasing process, and moderating effect of price sensitivity. The improvement of national income and changes in diet due to economic growth began to increase consumption of organic and eco-friendly farm products, and thus products using organic materials began to be released in bakeries. Thus, it was necessary to understand consumer awareness and purchasing processes for organic bakery products. Specifically, the study examined the structural relations among purchase reasons, purchase motives, and purchase behavioral intention of organic bakery products. A survey was conducted in May 2019 from adults who had experience purchasing organic bakery products in Seoul metropolitan area, and 327 responses were used for data analysis. The findings of the study showed that consumers' interests in health, food safety, and environment had positive effects on their attitudes, subjective norm, and perceived behavioral control toward organic bakery products, while their interests in organic products did not have an effect on perceived behavioral control. There were significant differences in the purchasing process of organic bakery products according to their price sensitivity. The study suggests that the correct delivery of information on organic ingredients and the price policies available to many consumers will contribute to the revitalization of organic bakery products.

• Perspectives in Nursing Science
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• 제10권2호
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• pp.133-140
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• 2013

Purpose: This study aimed to investigate the perspective of consumers in healthcare services regarding patient safety. Methods: The study was a descriptive study using a self-reported questionnaire. The questionnaire was based on the Senior Empowerment and Advocacy in Patient Safety (SEAPS) questionnaire, which was designed to assess patient safety health beliefs. The survey was conducted online and a convenient sample of 302 adults participated in total. The reliability of the measurement (Cronbach's ${\alpha}$) was 0.758 in attitude (ATT), 0.546 in out-come efficacy (OE), 0.757 in self-efficacy (SE), and 0.703 in behaviors (BEH). Results: The average patient safety awareness score of the healthcare service consumers was 2.72 (ATT), 2.91 (OE), 2.87 (SE), and 2.27 (BEH). Our analysis indicated that there were no differences in ATT, BEH, or SE by gender, age, or education level. However, in OE and the total score of the four subscales, there were significant differences by age and gender. Correlations were identified between BEH and SE (r=0.409, p<.01), BEH and OE (r=0.202, p<.01), ATT and SE (r=0.358, p<.01), and OE and SE (r=0.241, p<.01). Conclusion: This study measured consumer perspectives concerning patient safety. The findings demonstrate the need for developing a measurement tool to assess consumer's perception of patient safety, considering Korean healthcare system and cultural context.

• 한국콘텐츠학회논문지
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• 제17권9호
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• pp.523-535
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• 2017

다양한 기능을 제공하는 웨어러블 디바이스에 대한 대중의 인지 및 관심은 크게 증가하였으나, 정작 실제 판매 성장률은 정체되는 현상이 관찰되고 있다. 본 논문은 이러한 웨어러블 디바이스의 확산정체현상을 분석하기 위해 향후 스마트워치에 내장될 서비스 기술들에 대한 소비자의 선호를 컨조인트 분석을 통해 파악하였다. 또한, 스마트워치의 각 서비스별 소비자 지불의사금액을 도출하여, 스마트워치 제품별 간접효용과 이에 기반한 상대적 소비자 수용률을 예측하였다. 그 결과 신기술 사용으로 얻는 기대효용보다 스마트워치 착용이 야기하는 새로운 행동양식의 변화로 인한 심리적인 비용이 클 경우, 소비자들이 구매를 주저하여 혁신적인 제품의 확산이 저해되는 소위 '혁신의 저주'가 스마트워치 시장에서도 나타날 수 있음을 확인하였다. 이와 같은 분석결과는 웨어러블 디바이스 기술개발 계획 수립과 같은 기술전략 뿐만 아니라, 제품출시 및 판매가격 설정 등 마케팅 전략에 대한 실무적 시사점을 제공한다.

• 한국식생활문화학회지
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• 제36권3호
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• pp.300-307
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• 2021

In this study, consumers' perception and consumption behavior of blended tea were investigated. Also, consumer perception of Siberian chrysanthemum, consumption behavior, and awareness of efficacy were investigated. As a result of the survey, it was confirmed that it was necessary to develop a blended tea with taste and flavor characteristics that consumers prefer, having the capability of relieving stress, and preventing cold or respiratory disease. In addition, the degree of recognition of Siberian chrysanthemum was very low, and the recognition of the efficacy appeared in the order of 'cold relief' and 'respiratory disease relief'. Factor analysis results, safety attributes, health attributes, product attributes, marketing attributes, and sensory attributes were factorized into five factors, and after analysis, it was concluded that the sensory attributes of taste and aftertaste were considered the most important. Consumers surveyed appeared to consume blended tea for 'relieving mood or stress relief', to enjoy the taste, and to prevent cold or respiratory diseases. Siberian chrysanthemum displays efficacy in cold relief and relief of respiratory diseases. Therefore, developing Siberian chrysanthemum as a blended tea could be a practical application that can expand the range of its use, making it more popular and increase its commercial applications.

• 한국융합학회논문지
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• 제11권12호
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• pp.275-282
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• 2020

잠재력이 큰 중국 뷰티시장에 대한 관심이 커지면서, 성공적인 중국시장 진출을 위해서는 한국과는 다른 중국 소비자들의 성향에 대한 이해가 더욱 중요해지고 있다. 본 연구에서는 한국과 중국 소비자 간의 뷰티샵 선택 속성 차이를 비교하고자 하였다. 이러한 연구목적을 달성하기 위하여 점포선택요인에 대한 선행연구를 통해 뷰티샵 선택 속성을 환경적 속성, 구조적 속성, 외형적 속성, 인지도, 서비스 속성 등 5개의 구성요소로 분류하였다. 중국인 162명과 한국인 111명으로부터 각각 설문 응답을 회수하여 실증분석을 하였다. 중국인이나 한국인 모두 뷰티샵 선택 속성 중 환경적 속성 및 서비스 속성과 만족도 간의 관계는 유의하나, 나머지 속성들과 만족도 간의 관계는 유의하지 않은 것으로 나타났다. 또한 환경적 속성 및 서비스 속성과 만족도 간의 관계는 중국인과 한국인 간 유의한 차이가 존재하는 것으로 나타났다. 본 연구는 한국인과 중국인 간의 뷰티샵 선택 속성 차이를 비교함으로써 치열한 뷰티 시장의 경쟁에서 각국의 상황과 특성에 대한 이해를 바탕으로 보다 품질 높은 뷰티샵을 창업 및 운영할 수 있는데 도움을 줄 수 있다는 측면에서 그 의의를 찾을 수 있다.

• 한국인터넷방송통신학회논문지
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• 제22권1호
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• pp.141-151
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• 2022

무선이어폰은 스마트기기(휴대폰 등)와 함께 소비가 많은 제품으로 일반이어폰 대비 선 꼬임이 없고 편리하여 다양한 가격대의 제품이 시장에 출시되어 있다. 하지만 무선이어폰 품질에 대한 정보는 부족하여 소비자는 브랜드 인지도에 따라 제품을 구매하는 경향이 높고, 제조사는 품질 평가를 위한 측정 방법에 대한 표준이 부재하여 제품마다 다른 기준으로 소비자에게 정보를 전달하고 있다. 특히 무선이어폰의 재생 시간은 소비자의 구매에 직접적인 영향을 줄 수 있는 요소로서 이를 제대로 측정하기 위한 표준화된 시험 방법 마련이 필요하다. 본 논문에서는 무선이어폰에 대한 현황과 관련 표준 동향을 소개하고 이를 통해 개발된 무선이어폰 오디오 재생 시간 측정법을 제시하고자 한다. 또한 본 측정법은 국가표준인 한국산업표준(KS)으로 제정 후 국제표준(IEC)으로 제안할 예정이다.

• 한국IT서비스학회지
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• 제22권5호
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• pp.31-49
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• 2023

Due to the outbreak of the COVID-19, self-service technology is widely used in Korea, and demand for disposable cups is increasing significantly. Waste and recycling of disposable cups have become a social concern for Koreans and Korea implemented the "Disposable Cup Deposit Systems" again in December 2022. Whether the emergence of this system can change the way people behave in environmental protection is a question to be examined in this study. Companies participating in the disposable cup deposit system are hoping that customers will actively recover cups through self-service in the process of collecting disposable cups. The government, along with businesses, transfers recovery work to customers through self-service technologies and schemes. Due to the increase in Shadow Work and the strengthening of consumer environmental protection consciousness, this paper focuses on how unmanned service types such as self-service technology can affect people's environmental protection behavior. An empirical analysis with 477 samples examined how the characteristics of shadow work, perceived efficacy, environmental awareness, and ecological guilt affect user's environmental protection behavior. Perceived efficacy that acts as a mediator and ecological guilt that plays as a moderator are investigated. Although there have been many studies on the effects of shadow work on customer behavioral intentions before, it has been very rare to study the effects of shadow work perceived by people on environmental behavioral intentions from an environmental protection perspective. This study shows that the higher the perceived efficacy of consumers, the more people prefer self-service technology and the stronger the environmental protection behavior. Also, consumers' ecological guilt significantly moderates the relationship between environmental consciousness and eco-friendly behavior. It is expected that companies and governments will be able to understand the impact of shadow work on consumers' environmental protection behavior and further promote environmental protection by appropriate policies and marketing strategies.

• 마케팅과학연구
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• 제20권1호
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• pp.49-58
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• 2010

企业社会责任已经成为学者们进行研究的一个重要课题. 多数认为企业社会责任对企业去定义他们在社会中的责任是必要的, 并且为他们的商业活动提供社会和道德标准. 其结果是, 相当数量的零售商已经采用企业社会责任为一个战略工具来宣传他们的商业活动. 为此, 本研究企图探索美国消费者在他们对零售商主观的感知和评估的基础上在道德购买和消费中的态度和行为. 本文的目的包括: 1)测定参与者对零售商企业社会责任的认知度. 2)评定参与者如何评估零售商企业社会责任. 3)测定参与者对零售商企业社会责任的评估过程是否影响他们对零售商的态度. 4)评定参与者对零售商企业社会责任的态度是否影响他们的购买行为. 本文并没有关注实际的零售商企业社会责任表现. 因为消费者的决定过程是基于个体的评定而不是实际的事实. 本研究调查了美国大学生对零售商企业社会责任的认知和评估. 本研究的参与者是56名来自美国东南大学的大学生. 他们的年龄在18岁到26岁之间. 使用开放性译码和选择性译码进行内容分析. 我们收集和分析了超过100张单倍行距的答复. 使用两步骤的译码(即开放性译码和选择性译码. 译码结果和分析笔记用来理解参与者对企业社会责任的认知和从书写的回复中提炼出来包括直接引用的答案所支持的伦理购买行为. 为保护参与者隐私, 这里使用的都是化名. 参与者被要求写下有关零售商, 他们对企业社会责任问题的认识和评估一个零售商的企业社会责任表现. 大部分应答者(n=28)表明他们对企业社会责任有一定的认识但是不觉得需要按这个要求去做. 少数应答者(n=8)表明他们对企业社会责任有一定的认识但是基本不关心. 结果表明当大学生评估零售商的几页社会责任表现时, 他们使用企业社会责任的三个纬度: 员工支持, 社区支持和环境支持. 我们发现如何对待和支持员工是一个评估零售商的企业社会责任的重要准则. 应答者表明作为一个员工和零售商有好的经历会使他们对此零售商有积极的感知和态度. 和员工支持相关的有四个主题: 根据员工表现的奖励和惩罚, 工作环境, 员工教育和训练课程, 以及员工和员工家人折扣. 良好的赏罚机制被认为是一个重要的属性. 和工作环境相关的因素包括: 零售商如何良好的遵守与工作时间相关的规则, 午餐时间和休息同样被认为是重要的属性之一. 有关社区支持, 有三个方面: 对当地社区销售比率的贡献, 对慈善组织的财政贡献和对社区大型活动的支持. 在环境方面, 有两个主题: 循环利用和销售有机或绿色产品. 在回复中有提到, 零售商正在尝试去做对环境友好所能做的. 一位应答者提到这个公司正在创造有环保设计的店铺. 并且能在这家公司的网站上轻松的找到为帮助环境所做的事情的信息. 应答者还注意到这些店铺可提供有机和亲环境产品. 应答者在此类中还提到关于这个公司如何使用环保的杯子和他们如何帮助新奥尔良的居民重建家园. 应答者注意到零售商为购买产品的消费者提供可再使用的袋子. 一位应答者说一家零售商通过提供有机棉来使他们的产品帮助环境. 在分析应答者之后, 我们发现参与者对零售商的企业社会责任的评估影响他们对零售商的态度. 然而, 在态度和购买行为之间有显著的差异. 尽管参与者对零售商的企业社会责任有积极的态度, 但资金和时间的缺乏也影响他们的购买行为. 总体来看, 一半的应答者(n=28)提到在购物时企业社会责任表现影响他们的购买决定. 本研究的结果为零售商针对消费者提高他们的形象而考虑企业社会责任提供了支持. 本研究暗示出消费者根据员工, 社区和环境三方面的支持来评估零售商. 评估, 态度和购买行为似乎是密切相关的. 也就是说, 评估是基于消费者对零售商企业社会责任的认识. 这些认识可以影响他们对零售商的态度从而进一步影响他们的购买行为. 参与者同时表明企业社会责任会使他们对零售商印象良好但是并不会影响他们的购买行为. 在参与者中, 价格和便利似乎超越了企业社会责任的重要性. 本文还讨论了此研究的启示, 对未来研究的建议和研究的局限.