• Journal of the Korean Society of Food Culture
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• v.20 no.2
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• pp.243-252
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• 2005

This study identified how family restaurant customers' attitude toward yield management strategies, which include reservation, time, menu, and service factors. Generally, yield management explains how price and dining duration maximize the revenue of family restaurants. There are three ways to improve family restaurant yield; improving table turns, upgrading seat occupancy, increasing price per customer. The 45 items of yield management strategies are developed by literature reviews, web sites analysis, and interviews with family restaurant employers. Factor analysis and reliability analysis from present study found out 11 important factors, which represent the study's dependent variables. Regression analysis may be helpful to test whether demographic and socio-economic factors have relationships with family restaurant customers' attitude toward yield management strategies. As a regression result, gender, family size, age in demographic factors and education and occupation in socio-economic factors have relationships with family restaurant customers' attitude toward yield management strategies significantly.

• Journal of the Korean Home Economics Association
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• v.39 no.1
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• pp.169-178
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• 2001

In this study, we examined relationship among social class, conspicious consumption, dimensions of clothing price, and clothing buying behavior. The data were obtained by 290 female college students using questionnaire. The questionnaire were consist of four parts, dimensions of clothing price, conspicious consumption, clothing buying behavior, demographic factors. And the data were analysed with frequency, $x^2$-test, factor analysis, cluster analysis, ANOVA and Duncan test. The results were as follows. First, there was significant differences in social class and their attitude on dimensions of clothing price. Upper class consumers evaluate clothing price as Quality and dignity, on the other hand, lower class consumers perceived it as tendency for discount. Second, clothing selective standards was founded significantly different in social class. Clothing symbolic factor was more important to the upper class then lower class. Third, upper class consumers had a tendency of purchasing more clothes than lower class, and spend more money on clothing. Fourth, there was significant differences in conspicious consumption group and their attitude on dimensions of clothing price. Fifth, when conspicious consumption tendency is higher, importance of clothing price is highly perceived by college student. Sixth, Amount of clothing purchase and clothing expenditure were significantly different in conspicious consumption group. Consumers tend to buy more clothes and spend more money on clothes when they had high tendency in conspicious consumption.

• The Research Journal of the Costume Culture
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• v.22 no.4
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• pp.640-653
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• 2014

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.162-174
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• 2017

Product Certification Marks can be used as reliable information in terms of product quality to consumers. This study focuses on how each product attitude of consumers in Korea and China can be changed depending on attachment of product certification mark. Based on nations, product certification marks, and price levels, eight types of questionnaire are distributed and collected where the respondents are allowed to answer product attitudes of two different products in oder to minimize the effect of the product characteristic. As a result, the product attitude of Korean consumers has been showed to more depend on product certification mark than that of Chinese consumers does. The moderating effect of price has been stronger on Chinese consumers than on Korean consumers, and in the case of high price there has been a distinct gap between two countries. This study has its meaning in the way of that the product certification mark has been considered in relation to price level and differently affected product attitude between two countries.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.2
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• pp.67-78
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• 2021

This study aims to analyze how students' design work functions affect consumer attitudes and purchase intentions toward clothes designed by students, while exploring the moderating effect of price sensitivity in such a relationship. Data was acquired from 351 responses of an online questionnaire (www.sojump.com). A two-step approach was employed to analyze our hypotheses using structural equation modeling (SEM) in SPSS 22.0 and AMOS 22.0 statistical packages. First, significant empirical evidence was secured regarding the effects of design functions (assurance, fashion, camouflage, individuality, and comfort) on consumer attitudes toward clothes, which can lead to purchasing intention. Fashion, individuality, and comfort functions can enhance consumer attitude significantly, but assurance and camouflage have no significant influence. Among the functions, comfort has the greatest effect on consumer attitudes, indicating that when students market works as commodities, comfort should be highlighted in their designs. In this way, such products can draw the interest of many consumers. Second, empirical evidence showed that price sensitivity negatively moderates the association between attitude and purchase intention. Thus, design courses should be careful when setting student works' prices given consumer sensitivity. The optimization of the student works' cost structure can help minimize price sensitivity. Overall, the findings and their implications can serve as a basis for the commercial application of design curriculum works and provide feasible support for developing student design curriculum in the future.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.274-290
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• 2013

The purpose of this research was to conduct an empirical research on the relations between perceived satisfaction level and value, brand attitude and repurchase intention after receiving price discount in such brand coffee shops as Starbucks, Coffee Bean, Angel-In-Us, and Caffebene. To do this, surveys were conducted in those 4 brands of coffee shops, distributing 100 copies of questionnaire each, from December 1st to December 31st, 2012. A total of 400 copies were collected for the final analysis, and the results are as follows. The level of satisfaction with price discount policy was displayed as causing a significant positive influence on hedonic and utilitarian values, and the hedonic and utilitarian values were identified as causing a significant positive influence on brand attitude and repurchase intention. Additionally, it was shown that brand attitude caused a significant positive influence on repurchase intention. A further analysis revealed that the number of customers who do not utilize the discount policy was highest in Starbucks, while the number of customers who utilize stamp coupons was displayed as the highest in Coffee Bean. In case of Angel-In-Us, the number of customers who use other price discount policies instead of stamp coupons was displayed as the highest, while the number of customers who utilize other price discount policies along with stamp coupons was displayed as the highest in Caffebene. Moreover, the level of satisfaction with price discount policies was higher for customers who use discount policies compared to those who do not.

• International Journal of Human Ecology
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• v.15 no.2
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• pp.43-57
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• 2014

Consumers differ with respect to the level of green attitudes and green purchase behavious and different consumer would have different perceptions on green market environment. This study attempted to explain how consumers perceive green market environment differently across different consumer groups in attitude-behaviour dimension in green consumption. After identifying the four consumer groups based on their attitude toward green purchase and green purchase behaviours, a multinomial logistic analysis and a stepwise discriminant analysis were conducted. This study found that reliability in green market was the most critical factor that contributes to enlarge positive green consumers. Also, the role of reference persons and adequate price of green products were also found to be important to stimulate green buying. By understanding the different role of those factors in each group of consumers, this study provided group-specific implications to expand green consumers.

• Journal of the Korean Society of Costume
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• v.59 no.6
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• pp.41-57
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• 2009

Evaluations of fashion products are often influenced by consumers' knowledge of the country where the products were made in. As globalization progresses, country-of-origin information is widely regarded as a powerful cue on consumers' shopping behavior. The purpose of study was to examine the consumer evaluation of apparel products with uni-national or bi-national country of origin. The effect of price level and gender were also investigated. The empirical research design took 2${\times}$2 factorial design with the country-of-origin coincidence (uni-national vs. bi-national) and price (high vs. low) of gender (male vs. female). Consumers' ethnocentrism and country-of-origin interest were taken into account as covariates in the factorial design. The consumers' evaluation of fashion products was measured in terms of brand attitudes and product attitudes. Data from 514 respondents were analyzed with t-test, one-way ANOVA, two-way ANOVA, and ANCOVA. Results of this study affirmed the importance of price information rather than country-of-origin coincidence in brand attitudes and product attitudes. Only for male consumers, interaction effects of price and country-of-origin coincidence had significant eflects on utilitarian attitude. Effects of two covariate variables included in the study were significant for female respondents but not for male respondents.

• Journal of Fashion Business
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• v.16 no.1
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• pp.137-149
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• 2012

The purpose of this study was to identify the factor structure of sociocultural attitude toward Appearance, pursuit of clothing benefits, ambivalent consumption of fashion product and the effects of sociocultural attitude toward appearance and pursuit of clothing benefits on ambivalent consumption of fashion product. Questionnaires were administered to 425 women living in Deagu Metropolitan City and Kyungbook province. The data collected were analyzed by using frequency, factor analysis, multiple regression, ANOVA, and Duncan-test. The findings are as follows. Sociocultural attitude toward appearance was composed of two factors such as internalization, and awareness. Pursuit of clothing benefits was composed of four factors such as individuality oriented, social oriented, fashion leadership oriented, and body oriented. Ambivalent consumption of fashion product was composed of three factors such as style/price ambivalence, place of purchase ambivalence, and brand ambivalence. The effects of sociocultural attitude toward Appearance and pursuit of clothing benefits on each of ambivalent consumption of fashion product variables like style/price ambivalence, place of purchase ambivalence, and brand ambivalence were explained by the factors such as internalization, and awareness, and individuality oriented, social oriented, fashion leadership oriented, and body oriented.