• 한국유통학회지:유통연구
• /
• 제17권3호
• /
• pp.25-57
• /
• 2012

본 연구에서는 인터넷 점포에서 의류상품 구매후기를 작성하는 동기의 유형을 규명하는 한편 작성 동기 유형에 따라 인터넷 점포 고객들을 범주화하고, 각 집단의 작성행동, 인터넷 구매 행동, 인구사회적 특성의 차이를 규명하였다. 초점집단 면접과 온라인 서베이를 통해 연구되었으며, 정량적 연구에서는 의류상품 구매후기를 읽은 경험과 작성한 경험이 많은 국내 인터넷 점포 여성 고객 252명을 대상으로 자료가 수집되었다. 연구결과, 인터넷 점포에서 구매후기를 작성하는 동기 유형은 이타적 정보 공유, 불만해소 및 보복, 경제적 보상 추구, 상품 개발 지원, 감동 표현으로 나타났다. 특히, 작성행동에 대한 영향력이 큰 동기는 이타적 정보 공유 동기와 경제적 보상 추구 동기였다. 인터넷 점포 고객은 작성동기 유형에 따라 소비자 옹호 집단, 이익 추구 집단, 중도적 집단으로 범주화되었으며, 세 집단은 구매후기 작성행동, 인터넷 구매빈도, 인구사회적 요인들에서 차별적 특성을 보였다. 소비자 옹호 집단과 이익 추구 집단을 대상으로 인터넷 점포 구전 채널 관리 방안이 제시되었다.

• The Journal of Asian Finance, Economics and Business
• /
• 제4권2호
• /
• pp.75-80
• /
• 2017

Hand phones are standard paraphernalia among university students. Factors that motivate them to own the gadget would be of interest to both the students as well as marketers. Hand phone usage is an unexamined field in academic literature, this exploratory study attempts to investigate student purchasing motives in cellular phone markets. It also intends to know the student's satisfaction with the different services and its future impact on socio economic changes. In this study, undergraduates (n=336) were requested to specify their purchase criteria of hand phone. The instrument used in the study to collect feedback from the respondents contains a combination of open-ended and scaled questions, and some background demographics. The study employed content analysis, Pearson's correlation, and t-tests as the primary tools to analyze the responses. Results show that brand was rated as the most important factor in student purchase decisions. Other factors, arranged in decreasing order of importance comprise price, product quality, features, durability, availability, promotion, and post purchase service. Brand and price correlated significantly. It is also observed that there is very little difference regarding preference between brand and price in purchasing a hand phone. Marketers may formulate suitable strategies out of the findings to promote hand phones to university undergraduates in Malaysia by emphasizing at brands and price.

• 한국융합학회논문지
• /
• 제9권5호
• /
• pp.157-169
• /
• 2018

본 연구는 보험소비자의 자발적 구매동기가 보험소비만족에 어떠한 영향을 주는지 확인하고자 하였다. 심리학의 자기결정성 이론에 근거하여 자발적인 구매동기를 유발하는 소비자의 심리적 욕구를 포함하여 보험소비만족에 대한 직 간접적 영향을 파악하고자 하였다. 보험소비자 1,225명 대상의 온라인 설문조사 자료를 이용하여 구조방정식 분석을 통해 연구 가설과 모형을 증명하였다. 연구결과, 소비자가 구매의 필요성을 스스로 인지하는 자발적인 구매동기에 의한 구매시 보험소비만족이 높아지고, 보험소비자율성과 보험소비환경에 대한 긍정적 인지는 자발적 구매동기를 높이며, 이를 매개로 소비만족에 기여하는 것으로 나타났다. 본 연구를 통하여 보험회사의 과도한 마케팅과 보험소비자의 자기과신은 보험소비만족을 저해할 수 있으며, 보험소비자의 자율적권리와 책임 인식을 높이는 금융소비자의 소비태도 교육이 필요하다는 시사점이 도출되었다.

• 한국식생활문화학회지
• /
• 제25권6호
• /
• pp.746-754
• /
• 2010

Rural tourism is primarily a domestic tourism activity with visitors traveling to non-urban areas. The development of local and regionally denominate food is a way to distinguish agricultural production and to promote rural tourism. Therefore, this study addressed how utilizing regional agricultural products results in increasing the intention of tourists to revisit an area. The purposes of this study were 1) to identify the image and motives for visiting Yesan, 2) to determine the importance of purchasing intention and the regional menu produced from local agricultural/special products, and 3) to identify the impact of purchasing local agricultural/special products and regional menus on the intention to revisit. A total of 202 usable questionnaires were collected at Ducksan Hotsprings and Suduck Temple in Yean area, which are known tourist attractions. The major findings obtained were as follows: First, Yesan was considered a relaxing place ($3.46{\pm}1.09$), which was the highest ranked image score for a tourist attraction. Second, the highest ranked motive for visiting Yesan was to rest ($3.77{\pm}1.18$). According to these findings, Yesan is a relaxing place, as it is a rural area with no known defined attractions. Third, most tourists (78.7%) recognized the apple as a local agricultural/special product. The intentions to purchase local agricultural/special products and the need for regional dishes in the local restaurant was higher than average. Tourists showed interests ($3.88{\pm}1.16$) in eating regional dishes made with local agricultural/special products at the restaurants. Fourth, a significant impact of purchasing local agricultural/special products and the regional menu was observed on the intention to revisit (p<0.000). The results indicate that it is very important to develop proper regional menus that concur with images of the location and the regional farming products.

• 한국의류학회지
• /
• 제26권6호
• /
• pp.853-864
• /
• 2002

The purpose of this study was to measure consumption values and to investigate the differences in the process of decision making when purchasing apparel products among groups divided by consumption values. A self-administered questionnaire was distributed to 550 subjects in their 20's and 30's from Sepember 29th to October 25th in 2001; 463 were used for the data analysis. The results of this study were as follows; Consumption values were classified into five factors: Practical/functional value, Social/conformitive value, Subjective/aesthetic value, Epistemic value and Conspicuous value. Subjects were classified into 4 groups based on consumption values: the Conspicuous, the Epistemic, the Social/conformitive and the Indifferent. There were significant differences among the four groups in selected motives in the problem recognition process. Significant differences were found among the groups in own taste & personality in the information search process. Significant difference were also found in the importance of design, color, price, coordination, fashion and self-image in the alternative evaluation process.

• Asia Pacific Journal of Business Review
• /
• 제2권2호
• /
• pp.1-15
• /
• 2018

The purpose of this paper is to find out the factors responsible for purchase of LED (light-emitting-diodes) bulbs & tubes among Indian consumers and how much they are ready to replace their existing lighting system with LED fittings. A multiple regression model has been employed to investigate the factors affecting the buying decision of LED lamps in place of CFL and incandescent lamps. Eleven motives for adopting LED lamps has been identified viz. price, quality, energy saving, durability, brand, promotion, CSR, & environmental consciousness. In addition the effect of demographic variables like gender, age, household income on the purchasing decision of LED has also been examined. A total 150 respondents were contacted visiting different outlet of electrical shops of Northern Delhi. The study may helpful for the companies to decide their marketing strategies to promote LED Lamps among the consumers with an aim to save energy and save environment.

• Asia pacific journal of information systems
• /
• 제9권1호
• /
• pp.99-113
• /
• 1999

Studies of information technology assimilation have been limited primarily to information technology implementation issues that arise after purchasing and/or developing information technology and applications. Thus there is a need to step back and investigate what motives a manager to implement a information technology for his organization use. The purpose of this paper is to examine decision maker's attitudes and internal beliefs, especially the construct of alienation. This study findings indicate that decision-maker computer knowledge, computer experience, and education level are closely associated with alienated beliefs and attitudes toward information technology. Assuming technologies can provide advantages, these findings point to the need for change agents to minimize alienating beliefs and attitudes.

• 한국의류학회지
• /
• 제32권12호
• /
• pp.1878-1890
• /
• 2008

이 연구에서는 주요 목적으로 중국소비자의 한국산의류제품에 대한 인식의 변화를 살피고자 하였다. 구체적으로 한국산의류를 구매할 때의 구매동기, 정보원, 구매기준과 한국산의류제품에 대한 평가를 조사하였다. 자료는 2002, 2003, 2005, 2007년 중국 북경의 젊은 여성을 대상으로 6월과 7월 중에 수집되었다. 총 603부의 설문지가 수집되었으며 그 중 578부가 최종분석에 사용되었다. 연도와 한국산의류구매경험을 포함한 이원변량분석을 실시한 결과, 전반적으로 구매동기와 여러 정보원의 중요도는 시간에 따라 상당히 변화하였으나 한국산의류제품에 대한 평가는 대부분 변하지 않은 것으로 나타났다. 이와 같은 시간에 따른 변화에 비하여, 중국소비자들의 한국산의류제품에 대한 인식은 구입경험에 따라 대부분의 변수에서 유의한 차이가 없는 것으로 나타났다.

• 한국지역사회생활과학회지
• /
• 제25권1호
• /
• pp.65-74
• /
• 2014

The globalization of Korean food has long been an important agenda for both the Korean government and food-related firms, and there have been many trials and errors because of cultural differences in food consumption habits. This study explores Chinese consumers' purchase behaviors toward chicken menus, and for a better understanding of these behaviors, the study considers differences in consumer behavior in between Chinese and Korean consumers around Daejeon, South Korea. The sample included a total of 232 respondents who provided information on their purchase behaviors toward chicken menus. A total of 13 purchasing attributes were compared through a t-test, and according to the results, there were significant differences in 6 attributes: "like the taste" (p<0.001), "as a side dish for drinks" (p<0.001), "to feel good" (p<0.01), "like all chicken dishes" (p<0.05), "for health" (p<0.05), and "low prices" (p<0.05). The results for chicken consumption indicate significant differences in frequency (p<0.05), goals (p<0.01), and expected fair prices (p<0.05). These results suggest that, to make Korean chicken dishes a global Korean menu, future research should focus on consumers' motives for purchasing chicken menus, satisfaction, and characteristics. The generalizability of the results may be limited because the survey was conducted by considering only those students in the Daejeon area. Future research should include a wider range of consumers in both Korea and China for better strategic plans for food-related firms.

• 한국의상디자인학회지
• /
• 제12권4호
• /
• pp.15-28
• /
• 2010

This study was intended to present basic materials for the direction of product planning and marketing strategy to increase the market share of men's underwear. For this purpose, it attempted to classify the groups according to the benefit of pursuing men's underwear and analyze the differences in purchase behavior among the segmented groups. The specific purposes of the study were to investigate the purchase behavior of men's underwear, to segment the consumers into groups according to underwear benefits sought, to investigate the differences in purchase behavior among the groups, and to investigate the differences in demographics among the groups. The questionnaire was distributed to men aged the 20s to the 40s living in Seoul. A total of 297 questionnaires were used for the final analysis. As a result, the following findings were obtained. It was found that 84.8% of the respondents showed there was no favorite underwear brand. They showed the favorite color of translucent color, the favorite style of trunk and brief, the favorite post-processing of silver nano, deo processing, and the favorite material of charcoal. In purchasing men's underwear, the respondents showed a preference for simple image, and the discount store as the place of purchase. The results also showed that there were four groups of underwear benefits sought: sex appeal/individuality, comfort, practicality, and fashion/brand groups. In regard to the group differences, there were significant differences in underwear purchase motives, underwear preferences, store selection criteria, and demographics.