This study evaluated the perception, consumption behavior, and optional attributes of Korean, Chinese, and U.S. consumers of energy bar products. Data were compared and analyzed by surveying 300 consumers in each country. Significant differences were observed in preference for energy bars according to their nationality, in the order China, the U.S., and Korea. Perception of taste, types and dietary suitability of the products ranked lower for Korean consumers, as compared to consumers of the United States and China. The order dietary fiber, protein, and calcium were the sought-after nutritional requirements of the products. The demand for protein was significantly higher in the U.S. Calcium demand was low in the United States and China, but was very high in Korea, which could be attributed to the low calcium intake of Koreans. Other optional attributes which were closely associated with the purchase and re-purchase decision, included price, taste and delivery period. All three factors were recognized as important options in Korea, whereas awareness of packaging/ appearance and brand was not. The taste, nutrients and price in the U.S. ranked high as important optional attributes, while the packaging, external and expiration dates were recognized as low. Unlike Korea and the U.S., important optional attributes for Chinese consumers were determined in the order expiration date, taste, and nutrients, and showed low perception for packaging, appearance, weight, counts, and prices. Evaluating the preference for the main and secondary ingredients, Koreans preferred nuts over grains, Americans preferred dried fruits over nuts, and Chinese preferred nuts and grains; both Korean and American consumers had low preference for dried vegetables. The preference for chocolate was low in Korea and China, whereas preference for jelly was high in China as compared to Korea and the U.S. The intention of purchasing energy bars was significantly lower in Korea than in the U.S. and China. A variety of nutritious functional bars have recently been distributed and sold in Korea, but they are mostly produced in the U.S., which is the largest producer and consumer worldwide. Taken together, results of this study indicate that the demand for nutritional enhancement and preferred materials vary according to the nationality. Hence, it is necessary to develop products that reflect these criteria. Further research is required to analyze the relationship between preference and consumption behavior for each material product developed in the future.

The objectives of this study are to explore the information source, assessment, and preferred styles of 3D virtual influencers(VI), to investigate the expected impact of advertisements with 3D VIs on brands, and to explore ways of expanding the use of 3D VIs. In-depth interviews with 40 males and females in their 20s and 30s were conducted and qualitative data were analyzed. The study results are summarized as follows. First, the information source of the 3D VI was SNS, acquaintances, and broadcasting. Second, 3D VIs were considered positively due to their attractive appearance, wide utilization, innovative use, freshness, separation from private identity, and time and cost savings, while considered negatively due to their unrealistic appearance and antipathy against replacing a person’s role. Third, the preferred appearance styles of the 3D VI differed according to the level of virtuality although the majority of interviewees preferred similar looks to real people with low virtuality. Fourth, diverse image qualities such as innovative, differentiated, trendy, high-value, professional, and future-oriented were considered as transferred to the brand advertised by 3D VIs. Fifth, advertisements with 3D VIs may help build positive perceptions of advertised brands that may lead to purchase behaviors for some consumers. Lastly, to expand the use of 3D VIs, the specific advantages of virtual models should be maximized with consideration of how to implement a variety of body types and images of models. Findings present an important foundation to generate strategies to better apply 3D VIs to the fashion market.

This paper provides basic data for product developers by investigating the consumption status, consumer perception, and consumer demand on products using Aster Yomena. Two hundred ninety-five people over 20 years of age were analyzed according to gender and age. In the purchase of Aster Yomena products, men were the higher purchasers except for powder. In age, noodles, wild vegetables, jangajji, tteok, and powder were consumed by those older than 30 years. In an analysis of purchase when developing Aster Yomena products, the male purchase intention was higher in all items except for kalguksu in the staple, and male purchase intention was higher in only bibimbapseasoning among aster powder addition sauce and all items in dessert. The purchase intention of those older than 30 years was higher in all items of staples, aster powder addition sause and sause The purchase intention of those older than 30 yearse was higher in green vegetables juice and milk tea among drink, and all items except ice cream among dessert. An analysis of the popularization of Aster Yomena revealed higher perceptions of men in the medium (TV, internet, online cafe, agro-fishery market), experience program (area tourism, exposition), and product development (convenience food, recipe development). The medium (agro-fishery market), experience program, and product development were more recognized in their 30s or more. The products with aster yomana require the most effective marketing to men 30 years and older, and require a strategy that will interest those in their 20s.

This study aimed at examining fashion consumers’ awareness during the COVID-19 pandemic. Big data analysis methods, such as text mining, social network analysis, and regression analysis, were applied to user posts about fashion on Korean portal websites and social media during COVID-19. R 3.4.4, UCINET 6, and SPSS 25.0 software were used to analyze the data. The results were as follows. In researching the popular fashion-related topics during COVID-19, the prevention of infection and prophylaxis were significant concerns in the early stage (Jan 1 to Jan 31, 2020), and changed to online channels and online fashion platforms. Then, various topics and fashion keywords appeared with COVID-19-related keywords afterwards. Fashion-related subjects concerned prophylaxis, home life, digital and beauty products, online channels, and fashion consumption. In comparing fashion consumers’ awareness during COVID-19 with SARS and MERS, “face masks” was the common keyword for all three illnesses; yet, the prevention of infection was a major consumer concern in fashion-related subjects during COVD-19 only. As COVD-19 cases increased, the search volume for face masks, shoes, and home clothes also increased. Consumer awareness about face masks shifted from blocking yellow dust and micro-dust to the sociocultural significance and short supply. Keywords related to performance turned out to be the major awareness as to shoes, and home clothes were repurposed with an expanded range of use.

본 연구는 졸업식, 입학식 시즌에 생화 꽃다발 상품에 관해 소비자 인식과 구입 특성을 알아보고자 10세 이상의 내국인 남, 여 242명을 대상으로 설문조사를 진행하였다. 졸업, 입학식 시즌의 꽃다발 상품 구입 이유에 관한 설문 결과, 특별한 날이기 때문에 가족, 친구들과 좋은 시간을 보내기 위한 능동적인 구입 형태가 가장 높은 것으로 나타났다. 소비자들은 유치원 및 대학교 졸업, 입학식에 비해 초, 중, 고 졸업, 입학식 에 꽃다발 구매 경험이 더 많았으며, 주로 행사 당일 1~2시간 전에 노점에서 상품을 구입하는 것을 선호하였다. 소비자들이 선호하는 꽃다발 가격과 크기는 1~5만원 사이의 중간 (21~50cm) 크기를 선호하였다. 소비자가 생각하는 꽃다발 가격 결정 요인으로는 꽃다발의 품질이 가장 중요한 요소로 생각하였고, 선호하는 절화의 특성은 전제적인 디자인이 가장 중요한 것으로 나타났다. 연령별 소비자가 선호하는 절화 특성으로는 10대는 30대 이상 연령에 비해 선명하고 화려한 색의 절화를 선호하며, 30대가 20대보다 화형이 큰 절화를 선호 하였다. 꽃다발 상품을 구입하지 않는 이유는 가격에 대한 신뢰와 절화수명에 대한 만족도가 떨어지기 때문인 것으로 나타났다. 꽃다발 대체상품으로 보존화, 건조화, 조화 등을 구입하는 비율은 낮았으며, 대체상품을 구입하는 일부 소비자들은 생화보다 오래 볼 수 있으며 관리가 쉽기 때문에 구매하는 경향이 있었다. 본 연구 결과, 변화하는 소비자들의 절화상품 인식 제고를 위해 절화 가격 및 구매 후 관리에 대한 교육과 홍보가 더욱 필요할 것으로 판단된다.

This study investigated the effect of offering eco-friendly fashion items on consumers’ perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare ‘a general cafe’ where only food is sold and ‘a hybrid cafe’ which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers’ perceived eco-friendly image of the store. Further, this negatively affected consumers’ perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores’ images or sales.

Laundry services are becoming more specialized and diversified. Therefore, this study investigated consumers’ perceptions of professional laundry shops by analyzing social media data. For this purpose, text data from blogs, cafés, and Q&A sections (‘Ji-Sik-In’) on the portal site, naver.com, was collected. Sixty-four keywords were extracted from 2,213 social texts and transformed into a one-mode matrix using KrKwic, a program for the analysis of Korean text. Semantic network analysis was conducted to understand the network structure and the results were visualized using NodeXL. Keywords included fashion items and materials that require specialized professional laundry services, words related to the establishment of laundry shops, and laundry shop brands. Essential keywords of professional laundry shops included ‘luxury,’ ‘footwear,’ ‘removal,’ ‘bag,’ ‘leather,’ ‘sneakers,’ ‘padding,’ ‘premium,’ ‘dyeing,’ and ‘franchise.’ These results could be used to deduce that consumers perceive a professional laundry shop as a franchise shop offering specialized professional laundry services. A cluster analysis was conducted to identify the types of consumer perceptions of professional laundry shops. The network was divided into three groups: ‘specialized professional laundry service,’ ‘laundry and repair of winter coats and jackets,’ and ‘the establishment of a professional laundry shop.’ According to the results, consumers perceive professional laundry shops as franchises that offer specialized professional laundry services rather than general laundry services. Therefore, professional laundry shops need a strategy to develop special laundry services that differentiate them from other companies and communicate with consumers about these services.

본 연구는 SNS(social network service)를 통한 화훼상품 구매인식과 화훼상품 이미지 선호도를 알아보고자 국내 성인남녀 311명을 대상으로 설문을 진행하였다. 소비자들이 SNS를 통해 화훼상품을 구매하는 가장 큰 이유로는 트렌드에 맞는 디자인을 판매하기 때문이며, 해당 항목에 대하여 20대가 가장 높은 평균으로 나타났다. 연령에 따라 20대와 30대의 응답자는 40대에 비해 SNS를 통해 판매하는 화훼상품의 가격이 덜 합리적이라고 생각하였으며, 50대 이상의 연령에서는 SNS를 통해 판매하는 화훼상품의 품질과 꽃의 신선도에 대해 낮게 신뢰하는 것으로 나타났다. 응답자들은 SNS에 게시된 화훼 상품의 이미지가 구매할 상품 선택에 많은 도움을 준다고 인식하였으며, SNS상의 화훼상품 이미지에 대해 긍정적으로 생각하는 것을 알 수 있었다. 또한 화훼상품의 이미지가 보정효과로 다듬어진 것이라고 인식하였으나, 실제 상품과 비슷할 것이라고 생각하는 경향을 보였다. 화훼상품 구매결정에 영향을 미치는 이미지 특성으로는 전체적인 분위기가 가장 중요하다고 인식하였으며, 절화 화훼상품 이미지에서 꽃다발과 꽃바구니 화훼상품에 따라 선호하는 배경에 약간의 차이가 나타났다. 구도에 따른 선호도는 꽃다발과 꽃바구니 모두 정면에서 촬영한 이미지를 가장 선호하였으며, 이미지 보정에 대한 선호도에서는 밝은 느낌의 채도가 높은 이미지를 가장 선호하는 반면, 어두운 느낌의 이미지는 선호하지 않는 것으로 나타났다. 화훼상품 이미지 보정효과에 대한 감성인식을 의미변별척도법(semantic differential scale)에 따라 조사한 결과, 채도에 상관없이 밝은 느낌의 이미지는 ‘풍부한’, ‘세련된’, ‘고급스러운’, ‘기품 있는’과 같이 긍정적인 감성어휘 쪽이 높은 것으로 나타났다. 반면 어두운 느낌의 이미지는 전반적으로 부정적인 감성어휘 쪽이 높은 것으로 나타났다. 화훼상품 이미지의 배경, 구도, 보정효과에 따라 소비자의 선호도와 감성반응에 차이가 나타났으나, 소비자의 성별, 연령 및 직업 특성에 따른 유의한 차이는 없었다. 이를 통해, 소비자가 선호하는 이미지를 구축하여 SNS를 통한 화훼상품을 판매하는 것이 소비자들의 구매상품 선택에 도움이 될 것으로 확인되었다.

Food traceability (FT) is being developed while food traceability system (FTS) has become the hot topic for the food safety of the food supply chain (FSC), government regulations, and customer’s satisfaction. This survey explored the Korean consumer’s awareness, preferred information, and willingness to pay for the traceability of processed food. 35.2% of the respondents were not aware of FT whereas 77.5% did not know about FTS. The customer’s perception on the purpose of FT was as a consumer's right to know (51.8%), rather than as one enhancing food safety. The customers’ awareness of FT on processed and functional food was lower than that on agricultural, livestock, and fisheries products. The important stage of FSC that the consumers perceive was manufacturing and importing (51.5%), and the preferred information was related with raw materials. Only 7.2% of the respondents perceived FT as food safety-related certifications, which is much lower than HACCP (62.9%) and GMP (17.6%). The consumers had willingness to pay for FT at a premium of 5-10% higher than the regular price. Consumers are paying attention to food safety and quality but they are still unfamiliar with FT. Stakeholders in FSC should work together to increase consumer awareness of FT/FTS and improve consumers’ behavior.

As the concept of “marriage age” gradually disappears, the consumption class of the wedding market includes not only X and Y generations but also Z generations, and each generation has its own characteristics as it is already known, and there are differences in the consumption. So this research analyzed age-related behavior differences in both awareness of and preparation for marriage. Three hundred sixteen unmarried Korean males and females comprised the study population and data was collected from March 5, 2019, to April 3, 2019. The SPSS Statistics 23.0 Package was used for analysis, specifically the functions of frequency, cross tabulation, factor analysis, chi-squared test, Cronbach’s alpha, Duncans’s new multiple range test (MRT), and analysis of variance (ANOVA). Marriage motivation was analyzed by three factors, and there were significant differences in two types. Marital involvement was analyzed by two factors, and both factors showed significant age-related differences. Concerns relating to marriage preparation were analyzed by four factors, and two varied according to respondent age. Regarding marriage preparation behaviors, the analysis revealed that the marriage preparation method appreciably differed between age groups. Our analysis also found significant age-related differences in “the main media usually used to acquire information” and “the paths preferred for acquiring information in preparing for marriage”. We expect that study results will be useful for identifying new research directions, understanding the dimensions of the wedding industry, and developing related marketing strategies.

목적 : 이 설문 연구는 의료민영화와 안경원의 법인화 문제에 대한 일반 소비자의 인식도를 조사하고 그 결과를 안경사 집단에 대한 선행연구와 비교·분석하는 것을 목적으로 하였다. 방법 : 2018년 5월부터 6월까지 서울·경기 지역에서 150명의 일반 소비자를 대상으로 의료민영화와 안경원의 법인화 문제에 대하여 대면설문조사를 실시하고 응답 결과를 통계분석 하였다. 결과 : 일반 소비자 집단은 의료민영화 문제에 대하여 일관되게 부정적인 인식을 나타내었으나, 안경원의 법인화 문제에 대해서는 부정적인 인식이 많지 않고 중립적인 응답의 비율이 매우 높았다. 안경사 집단에 대한 유사한 설문 조사 결과와 비교했을 때, 의료민영화에 대한 인식은 두 집단이 비슷했으나 안경원 법인화에 대한 인식은 큰 차이를 보였다. 결론 : 반 소비자 집단의 안경원 법인화 문제에 대한 부정적인 인식도가 높지 않으므로, 안경사 집단은 일반 소비자 집단을 대상으로 안경원 법인화 문제에 대한 적극적인 홍보를 강화할 필요가 있다.

The study had subject to find out what factors Korean automobile consumer is considering in their decision to purchase cars in the situation of the growing competition in the domestic automobile market. In order to this end, the previous study was reviewed to select various factors considered in the process of buying cars. Based on this, Analytic Hierarchy Process was used to prioritize which factors were considered more important by consumers. In the result of study, we could find that performance had the highest priority, and the second ranking was the price. In contrast, image of brand and convenience of maintenance were shown to be relatively low in importance, ranking 3rd and 4th, respectively. Beside, we could recognized the ranking of other detailed factors. This study has an academic implication in that it is able to grasp the latest tendency of consumers’ purchase choice of car and to make conclusion by applying AHP analysis method to study of related subject. It also have practical significance that can be a basis for make sense what factors should be taken by the automobile industry to uprise the purchase of the consumers through the identification and preparation of the purchase selection criteria of domestic automobile buyers.

This study was designed as the precedent research to develop improve the HMR type flavored cooked rice, by analyzing the consumer perception and purchase pattern. This will in turn provide base data to that will help in the development of products that meet consumer’s convenience and quality demands. An online survey of 247 people (63.5%) in the age of 20 to 60 was conducted on January 2019. For the primary reason of buying those products, the survey respondents chose a convenience of 71.7%. They are likely to buy 1~2 times a month (40.5%) in hypermarkets (63.6%). The channel choice showed meaningful difference between segments (p<0.01). 89.1% of respondents replied that they are willing to purchase frozen flavored cooked rice in the future. The Key Purchasing factor appeared to be the flavor (5.80), while nutrition (4.89) was chosen as the least important factor. For flavor preference, sea food received the highest score (5.05), while radish kimchi flavor received the lowest (4.02) with a meaningful difference by gender and age (p<0.01). Consumers who sought nutrition, convenience and adventure in HMR products had higher willingness to re-purchase. Developing healthy, flavorful, sensory, and enjoyable HMR products will be critical in the fulfillment of diverse consumer needs.

본 연구는 패션제품에 QR코드를 부착하여 소재와 세탁 등의 전문적 정보의 제공뿐 아니라 기업과 소비자, 소비자와 소비자를 연결하는 기능을 부여할 수 있도록 하기 위한 기초연구로 QR코드 적용 시 요구되는 정보에 대한 소비자의 인식과 선호를 조사하였다. 타 연령대보다 스마트폰 보급률이 높고 1인 가구의 비율이 높아 비대면 정보교환의 필요성이 높을 것으로 생각되는 20대를 대상으로 설문하였다. 현행 라벨을 통한 의류제품의 정보제공 방법에 대해서 개선의 필요성이 확인되었으며 특히 불충분한 정보제공, 전문적인 용어 사용, 세탁 기호의 불확실함이 불만족의 요인이었다. 따라서 다양한 방식으로 많은 정보를 전달할 수 있는 QR코드는 패션제품의 관리 정보제공의 효율적인 대안이 될 수 있을 것이다. 또한 응답자들은 아웃도어, 패딩, 정장 등의 고관여 의류 상품과 신체에 닿는 언더웨어류에 대해서 자세한 세탁방법, 사용 및 보관 시 유의사항, 소재의 기능성에 대한 정보를 얻고 싶어 했으며 캐주얼웨어, 코트에 대해서는 제품을 활용한 SNS 데일리룩, 제품과 어울리는 다른 상품, 비슷한 아이템의 추천 등 스타일링이나 의복 구매 정보를 제공받고 싶어했다. 따라서 QR코드를 이와 같은 다양한 정보 제공을 위한 웹사이트 또는 SNS의 연결수단 으로 사용한다면 소비자들의 정보추구 욕구의 충족과 함께 현명한 제품 사용을 도울 수 있을 것이며 초 연결시대 패션제품의 새로운 역할을 부여하는 대안이 될 수 있을 것이다.

본 연구에서는 한국에 거주하고 있는 파키스탄인을 중심으로 각각 다른 유형의 육류에 대한 파키스탄인 소비자의 행동, 인식 및 선호도를 분석하였다. 본 분석을 위한 자료는 한국에 거주하는 파키스탄인을 대상으로 한 설문조사를 통하여 수집되었다. 본 연구에서는 설문에 응한 응답자 중 423 명의 설문지를 토대로 빈도분석과 다항로짓회귀분석을 실시하였다. 분석 결과 닭고기가 가장 선호하는 고기 (38.3 %)로 나타났으며, 양고기 (25.5%), 어류 (24.3%), 쇠고기 (7.3%) 순으로 선호하는 것으로 나타났다. 설문조사 결과 응답자 중 남성이 62.9%, 연령대는 30-40세가 51.4%로 높게 나타났다. 분석결과에 의하면, 나이, 신앙수준, 제품포장, 영양가, 감각적 특성 (맛, 냄새, 냄새, 색) 그리고 할랄 인증 유무가 각각의 육류 유형에 따른 소비자의 만족도에 중요하게 영향을 미치는 것으로 나타났다.

본 연구는 베트남 소비자들이 인식하는 한류브랜드 지역성이 국가 친밀감에 미치는 영향과 국가 친밀감이 한국 기업, 한국 제품에 대한 태도와 구매의도에 어떤 영향을 미치는지 살펴보고자 하였다. 특히 본 연구는 기존 선행 연구들을 바탕으로 한류의 관점에서 베트남 소비자가 인식하는 브랜드 지역성을 살펴보고자 하였다. 최근 한국기 업들은 한국대중문화를 중심으로 전 세계적으로 높은 인기를 얻고 있는 한류현상을 활용하여 한국 제품과 브랜드를 개발함으로서 한류브랜드를 구축하고 있다. 이에 한류지수가 높게 평가된 베트남 현지 소비자를 대상으로 한류를 잘 반영하고 있는 한국 화장품을 대표적인 한류브랜드로 선정하여 조사하였다. 가설검증을 위해 인터넷, 모바일 URL을 통한 응답 방법을 사용하여 베트남 현지 소비자 총 212명의 자료를 수집하였다. 실증분석 결과, 한 류브랜드 지역성은 국가 친밀감에 정(+)의 영향을 미치는 것으로 나타났다. 또한 베트남 소비자들이 한국에 대해 긍정적 감정인 친밀감이 형성되면 한국 기업과 제품에 대한 태도에 정(+)의 영향을 미치는 것으로 밝혀졌다. 이러한 소비자태도는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.

This study analyzed consumers’ recognition and demand for probiotic products and dietary and living habits according to their probiotics ingestion experience to provide information on the development of probiotic products and marketing strategies in the health functional food-related industry. A total of 280 consumers living in Seoul, Incheon and Kyeonggi-do area were enrolled in this study. The consumers expected mostly intestinal health (80.4%) after ingesting probiotics. The appropriate price level for purchasing probiotics was between 20,000-50,000 won (58.2%), preferring a price range of 50,000 won or less (77.1%). There was a significant difference in the dietary habits depending on the experience of probiotics ingestion, but there was no difference in the living habit. Consumers took Vitamin C, red Ginseng and Ginseng the most instead of probiotics as health functional foods. Based on the results, a marketing strategy could be established to meet the consumer’s needs, such as focusing on the effects of probiotics, building up various price policies and the development of new products mixing with other commonly consumed health supplements.