• 한국식생활문화학회지
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• 제21권6호
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• pp.614-622
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• 2006

This study is intended to investigate the wine consumers' reason of drinking and purchasing behavior according to their product involvement. Questionnaires were obtained from wine consumers at wine retailer stores. Trained researchers of this particular study conducted survey and finally 230 questionnaires were analyzed using SPSS package program(v.12.0). The subjects were categorized three different groups(high, medium, and low) based on their wine involvement. The further analysis showed that differences in reasons of wine drinking and purchasing behavior according to their involvement levels, and the characteristics of three segments were summarized at the end of the results. Consumers in high involvement drink wine mainly because they wanted to enjoy various wine experiences and have abundant knowledge for wine. Consumers in medium and low involvement would like to drink due to enjoyment of wine drinking. Expenses of purchasing, quantity and frequency of wine purchasing, country of origin, and sources for wine information showed differences among three consumer groups, but differences were not presented in type of wines and purchasing place by consumers' wine involvement.

• 한국조리학회지
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• 제24권2호
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• pp.71-78
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• 2018

The increased popularity of group-buying deal promotions has made research efforts grasping the importance of involvement on the positive reactions of consumers. This is due to the fact that consumer purchasing behaviors are highly likely to differ depending on a particular consumer's involvement level, referring to the basic interest in or importance of a group-buying purchase. In this regard, this paper (1) investigated the effects of involvement on purchase behaviors; and (2) examined whether the proposed relationships may vary depending on a consumer's deal prone propensity. Results revealed that a consumer's cognitive involvement in a restaurant promotion affects emotional involvement, ultimately leading to purchase intention. In addition, a consumer's deal proneness tendency was revealed to moderate the relationship between cognitive involvement and emotional involvement. Compared to low deal-prone consumers, high deal-prone consumers tended to have a higher level of emotional involvement resulting from cognitive involvement. Managerial implications and directions for future research are provided.

• 디지털융복합연구
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• 제12권3호
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• pp.89-94
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• 2014

본 연구는 로열티 프로그램에서 등급 강등 시, 고객의 등급과 메시지의 진실성, 관여도가 충성도에 미치는 영향을 검증하고자 20대 230명을 대상으로 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 실험결과, 최고등급과 중간등급 모두 등급하락 후 충성도가 감소하였으며 최고등급보다 중간등급의 충성도가 더 작게 감소하였다. 최고등급의 경우 메시지에서 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단의 충성도가 더 작게 감소하였다. 중간등급 또한 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단 충성도가 더 작게 감소하였다. 고객의 등급, 메시지의 진실성, 관여도의 삼원상호작용에서는 메시지에 진실성이 높다고 느끼며 관여도가 낮은 중간등급의 충성도가 가장 작게 감소하였다.

• 인지과학
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• 제32권4호
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• pp.169-191
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• 2021

인공지능이 발달함에 따라 많은 인간 전문가들의 일자리가 위협당하고 있으며 이는 법조계 또한 해당한다. 본 연구는 실제로 인공지능이 법조계에 종사하는 사람들, 특히 최종 판결을 내리는 판사의 역할까지 대체할 수 있을지에 대해 다루어보고자 하였다. 본 연구는 고유성 무시의 관점에서, 이를 판결 대상자와 얼마나 가까운 사이인지(관여도)와 사건이 얼마나 심각한지(심각성)가 인공지능 판사(실험 1)가 내리는 판결을 수용하는 정도와 전체 배심원 중 인공지능 배심원(실험 2)을 배치하는 정도에 미치는 효과를 확인하는 것으로 시행하였다. 실험 1에서는 관여도와 심각성의 상호작용 효과가 나타났다. 구체적으로, 관여도가 낮을 때는 심각성이 높은 사건(vs. 낮은 사건)에서 더 인공지능 판사 수용도가 높았지만, 관여도가 높을 때는 심각성이 낮은 사건(vs. 높은 사건)에서 더 인공지능 판사 수용도가 높았다. 실험 2에서도 실험 1과 동일한 상호작용이 발생하였다. 구체적으로, 관여도가 낮을 때는 심각성이 높은 사건(vs. 낮은 사건)에서 인공지능 배심원 수를 더 많이 배정하였지만, 관여도가 높을 때는 심각성이 낮은 사건(vs. 높은 사건)에서 인공지능 배심원 수가 더 많아졌다. 본 연구는 인공지능의 법적 판단에 대한 국내 최초의 실험연구라는 점과 법률 전문가들의 일자리에 대한 전망을 제시한다는 점에서 시사점을 가진다.

• 한국의류학회지
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• 제28권7호
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• pp.892-903
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• 2004

The purpose of this study was to analyze the differences in make-up behavior according to clothing involvement, age, and face satisfaction. Subjects of is study were the females in Seoul and Kyonggi, who were 20s and 40 $.$ 50s. Questionnaire was used as major method of gathering data. The data were collected from Sep. to Oct. in 2003 and analyzed by using SPSS 10.0 with various techniques such as the factor analysis, mean, percentage, cluster analysis, ANOVA, Duncan test, 1-test, Cronbach＇s $\alpha$, and $\chi$$^2$-test. The results of this study were as follows: 1. The consumers were classified into four categories by clothing involvement; high clothing involvement group, low fashion involvement group, middle clothing involvement group, low clothing involvement group. 2. The differences in make-up behavior according to the clothing involvement showed that make-up behavior was getting more aggressive as clothing involvement was getting higher. And generally Korean females thought the make-up was important. 3. The differences in make-up behavior according to the age revealed that 20s＇ make-up behavior was fashion oriented more than 40ㆍ50s, and 40ㆍ50s＇ make-up behavior was that they were taking a serious viewer than 20s＇ in interpersonal relationship oriented make-up behavior. 4. The result of differences in make-up behavior according to the face satisfaction was that no noticeable difference was found depending on the face satisfaction. This study revealed that the differences in make-up behavior according to clothing involvement and age were found and suggested that the cosmetic market segmentation could depend on clothing involvement market and two age group market such as younger and elder than 40ㆍ50s.

• 수산해양교육연구
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• 제21권4호
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• pp.607-621
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• 2009

In order to deal with consumer's demand changes in market condition, it is necessary to have a study on the consumer behavior to promote seafood consumption. The objective of this study is to examine the factors that have influences on consumer involvement of seafood. It is also aim to examine how the situation of seafood factors influences the consumer's behavior in purchasing and consuming the seafood. In this study, I have conducted a survey by using Busan housewives as random sampling. To examine this variable, situation factors that I used if the factor analysis. I also performed a multiple regression analysis to understand how the situation factors influenced the consumer's emotion and their satisfaction within the level of involvement. The result showed that consumer involvement seafood is created by not only interests and preferences, but also knowledge, perceived risk and profits. The seafood situation factors are divided into purchase situation, consumption situation and communication situation: purchase situation includes store factor, while consumption situation includes health factor and cooking-motive factor and communication situation includes information factor. Results of examining whether there are differences in the involvement explains that the involvement is different according to the level and it is divided into 2 groups. The first groups is the high-involvement group that shows preferences and interests, perceived risk and profits. Another group is the low-involvement group that shows preferences and interests, knowledge and profits. The result on examining whether situation sectors have influences on the involvement shows that high-involvement group is only affected by store factor in purchase situation and low-involvement group is only affected by information factor in communication situation.

• 복식문화연구
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• 제20권2호
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• pp.251-262
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• 2012

This research aimed to examine an advertising location according to consumer involvement about internet search advertising and advertising effect according to advertising forms. This research carried out a questionnaire survey from May 25, 2011 for seven days with the target of men and women at the age of 20s-30s who tried search advertising in Seoul and capital area, and 519 copies were used for final analysis. For analysis of collected materials, the reliability test, factor analysis, $t$-test, regression analysis and ${\chi}^2$ test were executed by using statistical package SPSS 16.0. The results are as follows. First, it appeared that consumer's clothing involvement, advertising involvement, advertising location and advertising forms had an influence on site attitude and clicking intention. Consumers of high clothing involvement, high advertising involvement and upper end advertising appeared to have high site attitude and clicking intention. Second, all consumers of the low and high clothing involvement and upper end advertising appeared to prefer the upper end advertising. It appeared that consumers of low advertising involvement prefer lower end advertising, and consumers of high advertising involvement prefer the upper end advertising at an advertising location according to clothing involvement. Accordingly, it is important that the search advertising exposes advertising in the upper end, and that should use an advertising phrase capable of giving trust to consumers. As the text advertising had high site attitude and clicking intention in the advertising forms, consumers should pay attention to the advertising phrase.

• 패션비즈니스
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• 제10권3호
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• pp.69-77
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• 2006

This paper studied the effects of consumers' fashion item sales promotion attitude, depending on different sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). Three hypotheses were developed. H1; Monetary promotion is more effective than non-monetary promotion in fashion stores. H2; Immediate benefit is more effective than delayed benefit for both monetary and non-monetary promotions in fashion stores. H3; High-involvement fashion brand is more promotion elastic than low-involvement. Data were solicited from 300 female college student and $2{\times}2{\times}2$ between subjects experiment were designed. The results found out that monetary sales promotion effect was more positive than non-monetary and H1 was supported. Furthermore immediate benefit method was more effective than delayed benefit and H2 was supported as well. Significant interaction between sales promotion type and benefit timing was obtained. However, brand involvement effect was not found to the sales promotion attitudes.

• 한국조리학회지
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• 제14권3호
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• pp.165-177
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• 2008

Knowledge of involvement, brand awareness, and their roles in shaping consumer behaviour are crucial for designing marketing strategies for an organization. The purpose of this study is to analyze the differences in foodservice brand awareness and information sources based on the involvement level of college students. In order to accomplish the purpose of the study, 300 college students who live in Yeungnam area were selected as its samples using quota sampling. A final sample of 282 responses was deemed usable and analyzed. The findings are as follows. First, the results indicated a significantly higher foodservice brand awareness of high involvement subjects than of low involvement subjects except fast food brands. Second, it was found that high and that of low involvement subjects utilized different information sources to satisfy their information needs regarding foodservice brands.

• 한국의류학회지
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• 제30권2호
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• pp.233-244
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• 2006

The purpose of this study is to examine the effects of situational involvement on impulse buying of clothing products in cable TV home shopping. Data were obtained from 235 women aged between 20 and 50 living in Seoul metropolitan area who have bought apparel products on impulse through cable TV. The data were analyzed using factor analysis, cluster analysis, MANOVA, and Chi-square analysis. By factor analysis, two factors of situational involvement factors were identified: Emotional Involvement and Cognitive Involvement. Based on situational involvement, consumers were classified into four groups; High Involvement, Low Involvement, Cognitive Involvement, and Emotional Involvement groups. These groups showed different decision making styles. The situational involvement groups were also different in terms of demographic characteristics, purchase behaviors, types of impulse purchase products, and responses to marketing stimuli. The findings of this study provide useful information for retails of Cable TV home shopping. Retailers may need to make useful marketing efforts for each types of situational involvement.