본 논문에서는 소셜 네트워크가 유발한 스트레스가 소비자의 대처행동에 미치는 영향을 알아보고자 하였다. 이에 대학생 219명을 대상으로 쇼셜 쇼핑 상황을 가정하여 소셜 네트워크 내에서 겪은 스트레스가 쇼셜 쇼핑의 광고반응으로 수립된 소비자의 대처행동(적극적 대처, 정서적 지지, 부인)에 및 구매의도에 미치는 영향을 살펴보았다. 분석결과, 쇼셜 네트워크 스트레스는 소비자의 대처행동 중 적극적인 대처와 정서적 지지, 부인에는 정(+)의 영향을 주었다. 그리고 대처행동 중 적극적인 대처와 정서적 지지는 구매의도에 정(+)의 영향을 주었으며 부인은 부(-)의 영향을 주었다. 그러나 쇼셜 네트워크 스트레스가 구매의도에 주는 영향은 비유의적이었다. 한편 연결의 강도차원에서 쇼셜 쇼핑 상황 내에서 추천인과의 관계가 스트레스에서 대처행동의 경로에 미치는 조절효과를 살펴보았는데, 지인추천과 파워블로거 추천은 비유의적이었으나 MD 추천의 경우 부분적으로 스트레스와 대처행동의 경로 상에서 유의미한 영향을 주었다. 이와 같은 결과를 토대로 이론적, 실무적 제언을 하였다.

The objective of this study was to investigate the perceptions and purchase behaviors on foreign matters in food. For that, we conducted a survey of 348 adults living in a metropolitan area. Concern over the presence of foreign matters in food was a lower than that for other harmful factors such as heavy metals, BSE, harmful microbes and so on. 70% of respondents would not take the snack which was detected a rat’s head, including the manufacturer’s product and similar products with it after the foreign matter incident. In contrast, about of 54% respondents were willing to buy canned tuna after the incident. It is necessary to prepare more detail management and policy on foreign matters in food.

우리나라는 1988년 이후 장수풍뎅이, 사슴벌레, 나비류 등 50여 종류의 곤충이 학습과 취미용으로 상품화되어 시장규모가 증가하고 있는 추세에 있으며, 곤충의 체험학습장 및 곤충생태공원, 곤충박물관 등에는 연 200만명 이상이 관람하는 것으로 나타났다(특허청, 2011). 따라서 점차 규모가 커지고 있는 애완학습용 곤충시장을 올바르게 이해하고 적절히 대응하기 위해서는 소비자의 욕구를 파악할 필요가 있기 때문에 실제 이용자의 행동 모니터링을 시행하였다. ‘곤충’으로 검색된 블로그의 게시물을 대상으로 내용분석을 실시한 결과, 방문시기는 1월과 2월, 자녀의 체험학습을 위해 초등학교 저학년 이하의 자녀를 동반한 가족형 방문인 것으로 나타나 방학을 이용한 자녀교육 목적의 방문형태가 주를 이루는 것을 확인할 수 있었다. 방문지역은 서울 및 경기의 수도권지역에 집중되어 있으며, 사진 게시물의 내용을 분석한 결과를 살펴보면 곤충과 관련된 전시품사진과 체험활동위주의 사진이 가장 높은 비율을 보였다. 만족스러웠던 경험은 교육적 효과가 높은 다양한 체험활동이 많았다는 것이며, 불만족스러웠던 경험은 곤충을 보는 것만으로도 징그럽고 무섭다는 내용이 가장 많은 것으로 나타났다. 따라서 보다 누구나 쉽게 다가갈 수 있도록 친근한 이미지를 형성할 필요가 있으며, 교육적 가치가 높으면서 직접 체험할 수 있는 보다 다양한 형태의 전시 및 프로그램 개발에 대한 연구가 필요할 것으로 보인다.

This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the ‘logit model’, ‘simultaneous equation model’, and ‘LISREL-Type model’ In this study, the results obtained are summarized as follows. The result for the comprehensive statement of “Trust” was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.

The purpose of this study was to analyze the difference in bakery choice attributes according to consumers' general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors' importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered 'employee service' factor significantly more than did females. Further, the importance level of 'employee service' factor was significantly greater as consumer's age increased. The importance levels of 'bakery product features' and 'employee service' factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. 'Price and sales promotion' was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. 'Location' factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers' gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.

This study attempted to identify differences in Korean food consumption behaviors between groups of Japanese consumers segmented in accordance to their food-related lifestyles. This study was performed to provide Korean food service companies basic information to implement a strategy for the globalization of Korean food. As a result of the empirical analysis, the food-related lifestyles of Japanese consumers were deduced to the following four factors: "health and safetyoriented lifestyle", "palate and safety-oriented lifestyle", "economic efficiency-oriented lifestyle", and "simplicity-oriented lifestyle". Further, as a result of the cluster analysis, food-related lifestyles were classified into the following three groups: "a group highly interested in food-related life", "an economic efficiency-oriented group", and "a simplicity-oriented group". Second, there were significant differences in demographic characteristics and the characteristics of Korean food consumption behaviors between the groups. Third, also in a comparison of satisfaction with and loyalty to Korean restaurants with crucial attributes during the selection of Korean food, there were significant differences between the groups. Therefore, it is necessary to develop various Korean food products that will cater to Japanese consumers in accordance with each segmented group.

The aim of this study was to classify Korean consumers based on their food-related lifestyle type, and to investigate the relationship between sushi consumption and food-related lifestyle type. Self-reported questionnaires were completed by 300 Korean adults. The SPSS 18.0 program was used to analyze the samples. Data was analyzed by frequency, descriptive factor, reliability, cluster analysis, ANOVA, and chi-square test. A factor analysis extracted four factors comprising foodrelated lifestyle, which we named Health-seeking (factor 1), Taste-seeking (factor 2), Convenience-seeking (factor 3), and Economy-seeking (factor 4). According to a cluster analysis based on those four factors, consumers were classified into three clusters. Cluster 1 was the Taste and Health-seeking cluster, Cluster 2 was the Convenience-seeking cluster, and Cluster 3 was the Passive Eating Habits cluster. The results also indicated that the selection attributes of each cluster were significantly different in terms of perception, the global state of sushi, sushi preference, frequency, companions, place of sushi consumption, and preference for different sushi sub-ingredients. Based on these results, consumer characteristics in the sushi market are discussed.

본 연구는 소비자들의 사고유형에 따른 소비 행동의 차이를 탐색하였다. 특히 소비자들이 실용제품의 평가에는 실용속성을, 쾌락제품의 평가에는 쾌락속성을 보다 많이 활용하게 될 것으로 예측하였다. 또한 소비자의 사고유형을 이성적 사고유형과 경험적 사고 유형으로 구분하고 제품속성 정보 유형에 따라 다른 사고유형을 유발시키는지를 검증하고, 이러한 사고유형이 제품평가에 미치는 영향을 탐색하였다. 분석결과 첫째, 소비자들은 제품유형별로 각기 다른 기준을 이용하여 평가를 하는 것으로 나타났는데, 실용재의 경우에는 평가기준으로 실용속성을 좀 더 사용하며 쾌락재의 경우에는 쾌락속성을 좀 더 이용하는 것으로 나타났다 둘째, 속성정보 유형에 따라 유발되는 사고유형이 다른 것으로 나타났는데 실용속성 정보는 이성적 사고를 유발하는 반면, 쾌락속성 정보는 경험적 사고를 유발하는 것으로 나타났다. 마지막으로 실용재를 실용속성으로 평가할 경우 이성적 사고가 제품에 대한 평가를 높게 하며, 쾌락재를 쾌락속성으로 평가할 경우 경험적 사고가 제품에 대한 평가를 높게 하는 것으로 나타났다.

The purposes of this study are to segment women consumers on the basis of clothing shopping orientation and to investigate clothing purchasing behaviors of each segmented group by age variable for development of effective fashion marketing strategies to meet very changeable modern consumers' needs. The research methodology is survey and subjects were 650 women aged from 20s to 60s. The questionnaire consist of measurement items for clothing shopping orientation, clothing purchasing behaviors and subjects' demographic attributions. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, χ2 test, ANOVA and Duncan's multiple range test, using SPSS program. The results are as follows. First, 5 factors were emerged on clothing shopping orientation. Second, women consumers are segmented into 4 types(conspicuous, convenient, pleasurable, and unconcerned type) by clothing shopping orientation. Third, each consumer type divided by age variable showed some important differences on demographic characteristics and various clothing purchasing behaviors. Therefore, the results of this study support that clothing shopping orientation can be useful as one of the effective differentiated variables to segment women consumer market and age variable has important mediate effects on the differences of clothing purchasing behaviors by clothing shopping orientation type.

Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.

The principal objective of this study was to analyze Swede’s perceptions of Asian food using a means-end chain method, which may contribute to our understanding of new markets for a food industry interested in globalizing Korean food. With the Means-end chain method, one can determine the cognitive structures built in consumer’s minds, which are developed by connecting attributes of product, consequences, and values. The attributes of Asian food that are most positively perceived by Swedes are ‘fresh vegetables’, ‘low-fat’, ‘light meat and seafood’, ‘exotic ingredients’, ‘not expensive’ and ‘unknown food’. The consequences of eating Asian food connected to these attributes are ‘healthy’, ‘tasty’, ‘good way to save money’ and ‘curious’. Finally, Swedes expect to enjoy a value of ‘achievement’ at the end. Based on the result that ‘unknown food’ attribute is connected to ‘achievement’ value, Swedes are assumed to be attracted by the fact that Korean food is ‘unknown food’. However, the effect of the ‘unknown food’ attribute will fade away with time; therefore, stressing Korean food’s status as a ‘healthy’ food, which can be attributed to its use of ‘fresh vegetable’ and ‘light meat and seafood’ ingredients and ‘low fat’ cooking method may be effective as a long-term strategy for making Korean food attractive. The ‘healthy’ consequence is connected to Swedes’ perception of the value ‘achievement’ and simultaneously to their perception of the value ‘belonging and love/sense of belonging’.

This study was conducted to investigate purchasing behavior of jeans consumers and to find differences in jeans evaluative criteria according to consumers' characteristics. Male and female university students participated in the study. Quota sampling method was used to collect the data. Data from 492 questionnaires were used for the statistical analysis. Descriptive analysis, factor analysis, Cronbach's alpha coefficient, ANOVA, Duncan test, and t-test were conducted. Three factors of jeans evaluative criteria classified (i.e., external criteria, internal/aesthetic criteria, internal/quality criteria). Results indicated that most of respondents put on jeans wear more than three times per a week and 38.1% of respondents reported that they owned three to four jeans products on average. Department store was the most used place to buy jeans product with 44.2%. 27.5% of respondents spent from 50,000 won to 100,000 won on purchasing jeans. Style was the highest important jeans evaluative criterion with 36.2%, followed by fitness, price, color, condition of washing treatment. Women respondents considered aesthetic criteria and quality criteria more importantly than men did. Respondents who were on a high income and spent more than 200,000 won per a month on apparel more concerned aesthetic criteria and external criteria than the other respondents did. Results of this study provide a basis for understanding jeans consumers' purchase behavior and evaluative criteria.

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

The purpose of this study was to investigate the consumer characteristics in foodservice according to university students' lifestyles. The data were collected by the questionnaire survey of 520 university students from Daegu Gyeongbuk Province. The SPSS/Win 12.0 program was used to analyse the samples. The results are as follows: 1) Lifestyle was divided into 10 factors and 3 clusters, namely "Convenience Intention" (cluster I), "Health Information Intention" (cluster II), and "Gender Equality Intention" (cluster III). 2) The differences in general characteristics between the three clusters were founded on gender, frequency of visits, companion, information type, and the type of restaurant. 3) The characteristics of cluster I (Convenience Intention) are explained by it consisting of the group with low averages in consumer dissatisfaction, complaints, compensation, and repurchase intention, where as cluster II was the high average group and cluster III the middle average group. Based on these results, consumer characteristics in foodservice are discussed.

Consumers are very concerned about food safety as the risk with food increased. This study was conducted to evaluate the perceptions and practices of consumers on food safety in order to collect some information for the development of consumer education program. Total 500 consumers were asked to answer for survey constituted with 6 questions of generic information, 4 of food safety perceptions and 8 of food safety practices from June to July, 2006. More than half of respondents (51.8%) were unsatisfied with the food safety management of government while the individual practices on food safety were satisfactory. Especially, most respondents (98.7%) checked the expiration date of food when they purchased and 97% of respondents were washed hands before food preparation. The higher food safety perception, the better food safety practices of consumers. These results suggest that the systematic and continuous educations on food safety hazards and the principles of sanitation management are necessary for safe food handling and perception on food safety.