• 경영과정보연구
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• 제34권3호
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• pp.79-100
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• 2015

본 연구는 모바일 쇼핑에서 소비자가 제품을 구매하기 위한 구매행동 및 의사결정에 대한 요인에 대해 알아보고, 모바일 소비자 행동을 알아보기 위해 문제인식, 정보탐색, 대안평가, 구매행동 단계로 구매의사결정과정을 정의하고 각 단계별 요인이 소비자 구매결정에 어떤 역할과 영향을 미치는지 실증 분석을 통해 모바일 쇼핑의 소비자 구매행동을 규명하였다. 연구 결과 첫째, 정보탐색의 사용자 특성은 플로우에 영향을 미치는 것으로 나타났다. 둘째, 정보탐색 단계의 사용자 특성과 대안평가의 지각된 위험 관계에서 이익인지가 높을수록 시간손실에 대한 지각된 위험은 낮아지고 기술수준이 높으면 지각된 위험이 높아지며, 혁신성은 위험지각에 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 셋째, 플로우 경험과 구매의도 관계에서는 원거리존재감과 도전은 구매의도에 영향을 미치지 않고 흥분, 주의집중, 통제는 영향을 미치는 것으로 나타나 부분적 유의하며, 지각된 위험과 구매의도는 영향을 미치는 것으로 나타났다. 넷째, 실용적 관여와 감각적 관여의 관여 유형에 따라 소비자 구매행동의 차이를 분석한 결과 사용자 특성과 플로우, 지각된 위험은 제품 유형에 따라 탐색과정에 차이가 있으며 구매의도가 달라지는 것으로 나타났다. 마지막으로 본 연구의 의의와 제한점을 논의했다.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.441-453
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• 2021

This study seeks to examine the effect of attitude, subjective norm, and perceived behavioral control on the purchase behavior of students enrolled in a private higher education establishment in Tangerang, Indonesia. This is a quantitative study and it employs samples by simple random sampling of 410 university students. The returned and valid questionnaire results totaled 261 samples. Data processing used the SEM method with SmartPLS 3.0 software. The findings of this study reveal that attitude, subjective norm, and perceived behavioral control have a significant effect on purchase intention. Meanwhile, purchase intention has a significant effect on working students' purchase behavior, and halal awareness had a moderating effect of purchase intention on purchase behavior. Purchasing interest has a positive effect on purchasing behavior, and this study proves that halal awareness is able to moderate the effect of purchase intention on purchasing behavior toward halal food products. The higher the awareness of halal products, the greater the relationship between buying interest and buying behavior of halal food. The results of this study also show the importance of paying attention to halal awareness factor in the form of increasing the relationship between buying interest and buying behavior of halal food products.

• 국제지역연구
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• 제15권1호
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• pp.391-423
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• 2011

본 연구는 전통적인 식생활과학측면에서의 전통주연구에서 벗어나 사회·문화적 측면에서 진행되었으며 연구결과를 통해 보다 구체적인 전통주관련 정부의 정책수립 및 해외마케팅적 시사점을 제시하고자 하였다. 연구결과를 요약하면 첫째, 우리나라 전통주의 세계화를 위한 요인은 전통주의 우수성, 전통주 품질, 전통주 전문지식 및 전통주 홍보의 4가지 요인으로 도출되었다. 이러한 요인은 현재 정부가 실시하고 있는 한식의 우수성 입증, 전문인력양성, 우리 식문화홍보 등 한식세계화요인과도 무관하지 않아서 한식과 연계한 다양한 프로모션이 필요함을 시사한다. 둘째, 전통주의 우수성과 전문지식을 제외한 전통주 품질, 홍보요인은 모두 한국의 브랜드이미지와 전통주 구매의도에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 구체적으로 응답자들은 전통주의 품질에서는 '맛'을 가장 중요하게 인식(64.0%)했으며 품질향상과 건강에 좋은 웰빙주라는 인식을 더 확대시킬 필요가 있는 것으로 나타났다. 셋째, 한류의 조절효과로 한국음식 경험자 집단이 한국드라마 경험자 집단에 비해 전통주 품질이 국가브랜드 이미지 및 전통주구매의도에 보다 강력한 영향을 미치고 있다는 것을 알 수 있었으며 본 연구에서는 일본을 대상으로 할 때는 무엇보다 전통주품질이 입증되어야 하고 이를 증명할 수 있는 국가인증마크 등을 도입할 것을 제안하였다.

• 가정과삶의질연구
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• 제32권2호
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• pp.117-130
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• 2014

Since 1992, with the beginning of trade between Korea and China, their commercial relationship has become closer than before. As a result of better quality of life, the consumers of the two countries value well-being more the before. Thus, this paper examined the information search, awareness, purchasing motivation, and purchasing intention of well-being food of Korean and Chinese consumers, and identified the dominant factors influencing the purchasing intentions of well-being food. Firstly, the information searches of well-being food showed significant differences between the Korean and Chinese consumers. Secondly, the awareness of well-being food between the consumers of the two countries did not show significant differences. Thirdly, the results about the purchasing motivation of well-being food showed that the Chinese consumers had stronger purchasing motivation related to 'social responsibility' than that of Korean consumers, and the differences were significant. Fourthly, the results on the purchasing intentions of well-being food indicated that the Chinese consumers had greater intentions than Korean consumers. Fifthly, for the Korean consumers, the variables influencing the purchasing intentions of well-being food were the considerations of health care, purchasing motivation ('personal desire'), and the awareness of well-being food. For the Chinese consumers, the awareness of well-being food, gender (female), information search of well-being food, and education were formed the main variables.

• 복식문화연구
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• 제22권4호
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• pp.511-525
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• 2014

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

• 복식
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• 제64권5호
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• pp.30-49
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• 2014

Mobile shopping, through the use of the smart phone, has become a very popular shopping method for consumers due to it not being limited by time or place. This research aims do the following:1)find the causes for consumers shifting to mobile shopping with the focus on fashion and beauty items; and in order to so, this research will use the TAM that was found by David et al (1989), and 2) distinguish any behavioral differences between consumer groups divided into purchasing intention of fashion and beauty items through smart phone. Path analysis was performed to verify the cause-and-effect relationship between the variables. Personal characteristics(i.e. market maven, time orientation), perceived usability, ease of use, attitude towards mobile shopping, and purchase intentions were all treated as dependant variables. The results showed that attitude towards mobile shopping was the most important variable on mobile shopping intentions. Time-oriented and Market Maven were thought to affect mobile shopping attitude and the dependent variables of purchase intention. Also, when purchasing smart phones, consumers highly valued smart phone's popularity; people with higher purchasing intention mainly used entertainment and utility apps. The following are the main reasons for not purchasing through mobile shopping: they are slower than computers, inconveniences in viewing due to small size of the screen, and security issues. The consumers used the internet as their main source of acquiring daily information. In this research, factors that affect the purchase intention were studied. However, it is difficult to firmly insist that this research correctly predicts the actual purchase intention-further studies need to be done to investigate the relationship between mobile purchase intention and actual purchase intention.

• Journal of Information Technology Applications and Management
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• 제24권1호
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• pp.129-141
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• 2017

Cambodia retail industry starts to entry SNS market. The online market of Cambodia is very unique. Facebook users of Cambodia are purchasing products, without electronic payment and delivery system. Therefore, this study focused on the immature online environment, proved the influencing factors of purchase intention on SNS. And also this study proved that the influencing factors on purchase intention are different, depending on whether or not a purchase experience exists. As results of analyzing with full data, price reduction, convenience, and customer service had significant impacts on purchase intention. The experienced group has significant effects of price reduction and customer service on purchase intention, while the inexperienced group has significant effects of convenience and customer service on purchase intention. This study provides marketing and strategic implications for companies seeking to enter the online market of Cambodia.

• 산업진흥연구
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• 제1권1호
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• pp.123-128
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• 2016

본 연구는 가정의 물 절약 및 절수제품 사용에 대한 인식이 절수제품 구매의도에 미치는 영향을 분석하였다. 연구결과 절수제품 구매의도에 유의한 영향을 미치는 요인은 가정에서 물 절약 필요성 인식(p<.001)과 절수제품의 절수효과 만족도(p<.01)로 나타났다. 또한 응답자의 직업, 가정의 물 절약이 가장 필요한 부문, 가정에서 물 절약을 위해 가장 노력하는 부문, 절수효과가 가장 높은 제품 인식, 절수제품의 단점 인식에 따른 절수제품 구매의도의 집단 간 차이로 나타났다. 본 연구는 가정의 물 절약 필요성 인식과 절수제품의 절수효과 만족도가 절수제품 구매의도에 유의한 영향을 미침을 밝힘으로써 물 절약 및 절수제품에 대한 인식이 물 절약을 위한 적극적 행동의지에 미치는 효과성을 검증한 데에 그 의의가 있다.

• 한국의류학회지
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• 제30권5호
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• pp.674-683
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• 2006

The purpose of this study was to examine the effects of T-shirts product type and apparel benefit on consumer preference and purchasing intention. Data for the study were obtained by $3\times2$ mixed factorial design. The subjects were two hundred and thirty college male and female students. The data were analysed by factor analysis, cluster analysis, and ANOVA by using the SPSS program. The results of this study indicated that benefit did not have effects on consumers purchasing intention but significant influences on consumer preference for brand-parody products. For brand-copy products, benefit influenced the purchasing intention, and did not influence the consumer preference. This study suggested that new fashion trends, in association with consumer's benefit, have effects on consumer's purchasing behavior. The result of this study is likely to be useful in planning marketing strategy related to product type and new fashion trends.

• 한국의상디자인학회지
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• 제16권1호
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• pp.125-138
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• 2014

The purpose of this study was to investigate emotional images, preference, and purchasing intention on the color combination for knitwear cultural goods development. The subjects were 719 university students in Daejeon and Chungnam province, and the measuring instruments were 12 stimuli manipulated by the combination of chromatic and achromatic colors, and self-administrated questionnaires consisted of general color preference, emotional images, preference, and purchasing intention items of the knitwear cultural goods, and subjects' demographics attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, t test, ${\chi}^2$ test, ANOVA and Duncan's multiple range test, using SPSS program. The results were as follows. University students highly preferred black and gray color and deep tone on knitwear items, while they generally preferred blue and black color, and deep and pastel tone. The chromatic color combination was perceived as warm and conspicuous, but unattractive image. The achromatic color combination was perceived as cold and ordinary, but attractive image. Among the combination of chromatic and achromatic colors, gray & blue combination was perceived as more attractive image than red & dark gray combination. Color combination types of chromatic and achromatic color was showed some important differences on emotional image, preference and purchasing intention of knitwear cultural goods. Achromatic color combination was perceived as attractive image, and showed higher preference and purchasing intention than other color combination types.