• 대한가정학회지
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• 제45권7호
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• pp.119-129
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• 2007

The purposes of this study were to explain consumer attitude and purchasing behavior, and coping strategy considering consumption emotions of technology and individual characteristics associated with high-tech products. The results of this study were as follows: consumer attitude was found to be somewhat favorable and a half of the respondents had some purchasing experience of high-tech products. Many consumers were more likely to perceive consumption emotion and some of coping strategies were found to be preferred to others. Then consumer attitude was found to be significantly influenced by some of the consumption emotion, while other individual characteristics were found to be insignificant. In addition, the purchasing experience was found to be significantly influenced by consumer attitude, marital status and education. Finally, each kind of consumption emotion might have a relation to several coping strategies.

• 한국조리학회지
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• 제18권4호
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• pp.70-83
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• 2012

본 연구는 커피전문점 이용자의 기능적 일치성과 자아일치성이 긍정적 감정과 부정적 감정에 어떠한 영향을 미치는지를 실증적으로 규명하고, 이러한 이차원적인 감정 구조가 커피전문점에 대한 태도형성에 미치는 영향을 확인하고자 수행되었다. 서울지역 대학생을 대상으로 총 280부의 자료를 실증분석에 사용하였으며 가설검증을 위해 구조방정식 모형을 이용하였다. 결과를 살펴보면 기능적 일치성은 커피전문점 이용객의 긍정적 감정에 정(+)의 영향을 미치며 부정적 감정에 부(-)의 영향을 미치는 것으로 나타났다. 반면 자아일치성은 커피전문점 이용객의 긍정적 감정에(+)의 영향을 미치는 것으로 밝혀졌다. 마지막으로 커피전문점 이용객의 긍정적 감정은 태도에 정(+)의 영향을 미치고 부정적 감정은 태도에 부(-)의 영향을 미친다는 것이 나타났다. 이 같은 결과는 커피전문점 이용자의 기능적 일치성과 자아일치성이 긍정적 감정과 부정적 감정을 매개로 하여 점포태도형성에 영향을 주는 것을 의미한다.

• 한국의류산업학회지
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• 제21권5호
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• pp.564-573
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• 2019

Recently, purchasing expensive branded apparel became prevalent among adolescents as they consume conspicuously. People in their adolescence strongly tend to follow peers and are very likely to pay attention to how they wear look to others. Already a good deal of prior research about young people's conspicuous consumption have focused on variables related to these behaviors. The purpose of this study is to examine demographic characteristics of adolescents who show a conspicuous consumption and factors affecting this consumption which is related to peer relations. And we will examine how negative emotions arisen out of relations influence teenagers' conspicuous consumption of branded apparels ultimately. Being out of favor from peers has an effect on anxiety which is negative emotion in association with peer relations. According to the survey, adolescents did conspicuous consumption following others or following trends to get rid of anxiety. Also, if appears to be acting on clothing consumption as a means not to be marginalized. All these findings are expected to be useful information to adolescents to have a better habit of consumption life, and also anticipated to be valuable information for consumer behavior education. The cause of youth's show-off behavior, which is still incomplete in identity formation and immature in choice and judgement, will have to be analyzed and countermeasures taken against it.

• 유통과학연구
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• 제19권11호
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• pp.27-36
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• 2021

Purpose: COVID-19, government regulation and social media have changed many aspects of life including consumption behavior. The influence of social media by spreading massive news about COVID-19 also have the impact toward emotions threat, perceived risk, and perceived value of consumption behavior in Bengkulu Province, Indonesia. This research aims to analyze the extent to which changes in the consumption behavior, mainly for purchasing of corona prevention products through indirect distribution channels. Research design, data and methodology: This research was descriptive quantitative using the IPA method with sample of people in Bengkulu Province. This study obtained 208 respondent data from questionnaires and tested the validity and reliability with corrected-item total correlation method. Results: The study found that COVID-19 pandemic and government regulation variable were in quadrant II, in quadrant III there were social media variable, emotions threat and perceived risk. Meanwhile, in quadrant IV there were perceived value variable. Conclusions: The findings indicated that COVID-19 and government regulation are the most variable that influence people to buy corona prevention product, meanwhile perceived value is the less influence variable. Therefore, government and marketers have to prepare strategic plan in order to raise people awareness to avoid corona by buying corona prevention product.

• 유통과학연구
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• 제18권2호
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• pp.79-89
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• 2020

Purpose: This research aimed at exploring the antecedents of feeling ashamed and anger when customers perceive the rightness of object of criticism induced from in-group failure triggered due to my mistake or others' mistake, and identifying the effects of shame and anger on customers' consumption type. Research design, data and methodology: This research used 2 (failure caused by my mistake versus failure caused by others' mistake) between- subjects design, and collected 353 data through on-line survey, and structural equation model of Amos 21.0 was used to verify the hypotheses developed by reviewing the past literature. Results: First, feeling anger motivates customers to choose compensatory consumption behaviors whereas shame leads people to choose adaptive consumption behaviors. Second, customer's feeling of shame and anger is depending on the perceived rightness of the criticism induced from the failure caused by my mistake or others' mistake. Conclusions: Marketers should notice that even shame and anger are included to negative emotions, customers who feel ashamed are different from customers who feel anger in view of approaching consumption. They should conduct their marketing focused on the adaptive consumption to ashamed consumers and do the marketing based on compensatory consumption to angry consumers.

• 아태비즈니스연구
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• 제13권2호
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• pp.197-207
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• 2022

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

• 한국생활과학회지
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• 제6권1호
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• pp.79-88
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• 1997

The postpurchase process is the phase that consumers evaluate products or services while using them. And then, they may experience satisfaction/dissatisfaction and emotions elicited products or services. The satisfaction and emotions may be important concepts in consumer behavior such as brand attitude, purchase intentions and using. The purpose of this study was to examine the effects of emotions elicited clothing products on product satisfaction and using in postpurchase. The subjects in this study were selected 500 females. The data were collected by using questionnaires, and 431 data were analysed. The results were as follows: The emotions in postpurchase process were consisted of three dimensions; unpleasure, pleasure, security/activity. These three emotions had the causal effects on product satisfaction significantly, and the unpleasure influenced stronger than others on satisfaction. In addition, the emotions were related to using and the ownership of clothing products. The emotions of pleasure and the security/activity influenced on the ownership, and the security/activity and unpleasure influenced on using clothing products. Therefore, the results in this study imply that consumption emotions elicited clothing products would be multidimensional, and the emotional factors would be important indicators for explaining the satisfaction. The positive affects were related to using clothes, which is, the consumer would have fulfilled their hedonic desires by wearing clothes. Also, the positive affects would be the basis for marketing strategies of sales promotions in clothing products.

• 한국의류학회지
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• 제21권1호
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• pp.104-118
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• 1997

Consumers experience various cognitive and emotional contents of clothing through postpurchase process. These experiences may affect consumer satisfaction as well as brand attitude toward clothing products. The purpose of this study was to examine the effects of consumption experiences on the brand attitude toward clothing products. The research questions for accomplishing the purpose of this study were to investigate 1) the dimension of consumption experiences, 2) relationships among consumption experience, satisfaction and brand attitude toward clothing. The sample of this study was consisted of 431 females. The survey method, and factor analysis and regression were utilized for this study. The results were as follows; First, it was found out the consumption was composed of two dimensions such as cognitive and emotional experiences. According to the result of factor analysis, the cognitive experiences through consumption process were composed of 6 factors, that is, the suitability, fitness, utility/economy, sewing, deformation, and management. And emotional experiences were composed of 5 factors, that is, unpleasure, activeycomfort, inter-oriented pleasure, extra- oriented pleasure, tension. Also emotional experiences could be composed of two dimensions, that is, positive and negative emotion. The positive emotions were included pleasure and active/comfort. The negative emotions were included unpleasure and tension. Second, the result of path analysis showed that consumption experiences were related to satisfaction and brand attitude. A satisfaction influenced on brand attitude more strongly than others. And sewing, activejcomfort, extra-oriented pleasure out of cognitive and emotional experience factors affected to brand attitude directly. Satisfaction was also influenced by cognitive and emotional factors, and was the important mediator in forming brand attitude toward clothing through consumption experience. Above results imply that consumer experience multidimensional cognitive and emotional aspects of clothing through consumption process. The cognitive and emotional aspects consisting of consumption experiences, satisfaction, and brand attitude are interrelated causally. Therefore, experience related variables could be the antecedents of satisfaction and brand attitude. The satisfaction and positive emotion could be also important factors in brand attitude toward clothing.

• 한국의류학회지
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• 제39권4호
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• pp.625-639
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• 2015

The number of Chinese tourists visiting Korea has rapidly increased over the last decade. It is important to understand Chinese consumption patterns and shopping behavior because they have become major customers in the Korean fashion market. This study focuses on how Chinese tourists feel while shopping in Korea and how emotions influence their attitude towards purchased products. We examine how planned purchase and unplanned purchase impact shopping emotions and product usage satisfaction. A survey was conducted on 550 women between 20 and 60 years of age who have visited Seoul more than once with an online panel from an international survey firm. Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their recent visit and to answer if it was a planned or unplanned purchase. This study also measures emotions during product purchases and usage satisfaction. The respondents are categorized into heavy and light buyers according to purchasing power to determine the moderating effects of purchase amount. The results indicate that planned purchases tend to deliver positive emotions that enhance product usage satisfaction. In the case of unplanned purchases, without the mediating role of positive shopping emotions, it has a negative impact on product attitude and shows the importance of positive emotions during shopping. The influence of unplanned purchases on shopping emotions or product attitude in light buyers is not significant for the moderating effect of purchasing power. Only planned purchases trigger product usage satisfaction when it is mediated by positive emotions.

• 디지털융복합연구
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• 제20권1호
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• pp.141-153
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• 2022

본 연구에서는 온라인 쇼핑 상황에서 소비자특성이 소비자감정과 소비자만족에 어떠한 영향을 미치는지 그 구조적 관계를 파악하고자 했다. 먼저, 소비자특성은 선행연구를 통해 정보탐색성향, 물질주의성향, 충동구매성향 등을 포함한 다양한 소비성향을 도출하였다. 다음으로, 소비자감정은 정보탐색에서부터 사용에 이르는 6개의 구매과정에서의 긍정적·부정적 감정으로 정의하였으며, 소비자만족은 구매경험의 전반적 만족으로 정의하였다. 이를 위해 최근 1개월 이내 온라인 의류 쇼핑 경험이 있는 20-40대 소비자를 대상으로, 소비자특성과 긍정적·부정적 감정과 소비자만족을 각각 측정하여 구조방정식 분석을 실시했다. 그 결과, 모형 적합도는 양호했으며, 충동구매성향과 과시소비성향, 혁신성향, 유행추구적쇼핑성향의 경우 부정적감정에만 영향을 미쳤다. 반면, 정보탐색성향, 쾌락적쇼핑성향, 경제적쇼핑성향은 긍정적감정에 영향을 미치고, 소비자만족에도 간접적 영향을 미치는 것을 확인했다. 이를 통해 소비자특성 파악 및 소비자 감정의 증진으로 온라인 쇼핑에서의 소비자 경험을 향상시킬 수 있는 시사점을 제시하였다.