This research uses a practical attempt to explore further determinants of consumer behaviour needs to be considered in modern TAM’s. Based on This study applies a qualitative and a quantitative method. On the one hand, qualitative data was collected with the World Café approach and on the other hand, the quantitative data was collected by an online-survey, resulting in an effective sample of 126 respondents. The findings show that consumers attitude towards self-driving cars is positive and negative. Those descriptive variables for the context of autonomous driving have to be identified as a first step. Conclusively, implications and future research topics are presented.

This research aims to examine consumer e-deal proneness and anticipatory regret toward ‘daily deals’ offers from group buying websites. Data collected from a consumer panel yielded 787 useable questionnaires which were analysed through Structural Equation Modelling. The results suggest that the antecedents, namely price consciousness and susceptibility to interpersonal influence have a strong and positive influence with consumer attitudes towards e-deals. The results are validated across three different product categories (i.e., beauty, food, and travel). Consumers with favourable attitudes towards daily deals are more likely to purchase them. Furthermore, the results suggest no significant difference in consumers’ intention to buy daily deals when the consumer has to evaluate between high vs low regret circumstances. The findings suggested many practical lessons for planners of marketing strategy for the retail and e-commerce marketplace in an international context.

Recently there has been debate in popular media on brands that used other cultures’ elements in their advertising (Green & Kaiser, 2017). For example, the Dutch brand “Rituals Cosmetics” attempted to promote their Asian-inspired product lines called “Samurai” and “Namasté” by hiring a Caucasian model dressed in a supposedly traditional Asian costume, while posing in a Chinese temple-like setting (Peters, 2018). Because the company’s European origin and the ethnicity of the model did not align with the Asian setting, props and apparel, this marketing activity can be considered an act of cultural appropriation. The advert has since sparked controversy on social media as cultural exploitation or unethical cultural appropriation (Bryanboy, 2018). To avoid such controversy, marketers need to achieve cultural sensitivity while effectively managing culturally overlapping situations (Usunier & Lee, 2005; De Mooij, 1998). A mismanagement of cultural appropriation is potentially eliciting a negative customer response. Hence, it is integral to understand how do customers respond to culturally appropriated elements in advertisement?

The world is not in peace everywhere, unfortunately. There is a huge population living in fear, whose ordinary lives are affected by terror. Literature suggests living in terror leads to different relationships with the place (e.g. Billig, 2006) and to psychological distress, which further leads to changes in attitudes and beliefs (Echebarria-Echabe & Fernández-Guede, 2006), as well as behaviors (e.g. Schiff, 2006; Schiff, Benbenishty, McKay, DeVoe, Liu, & Hasin, 2006). This study looks at regions in Pakistan where people live in constant terror of terrorism, political unrest, and threats of death, and aim to understand how people cope with the extreme situations, how their attachment to the place evolves and changes, and how people’s perceptions and ideologies on consumption shift.

This paper discusses consumers’ use of fashion to promote various civic causes, such as political, social, and environmental issues. Fashion has become a civic act. The fashion industry is beginning to create items to suit this purpose. This paper reviews literature supporting fashion activism, identifying future research directions. This paper contributes both academically and practically. Academically, it identifies the gap in literature referring to the understanding of the use of fashion by youth as a means of civic engagement. Prior studies are limited in scope. Thus, we urge further research to investigate fashion activism. This study contributes practically by opening up the idea to practitioners about fashion as communication tools regarding political, social and environmental matters.

The study applies the concept of consumer innovativeness to predict Indian consumers’ purchase intention of electric car and wood fibre-based clothing. Consumers with high novelty seeking attitudes appear to be early adopters of these two eco-innovations suggesting that marketers need to highlight the novelty attributes of these sustainable products.

While many marketing researchers conceptualize the binary split between luxury and non-luxury consumers, this paper takes the more refined approach of the heterogenization of the luxury consumer segment by exploring the progressive stages of luxury consumer maturity, reflected by diverging luxury consumption behavior. An argument for a progression of maturity is presented here in terms of making purchases of well-known luxury brands (e.g., Louis Vuitton or Prada) versus more obscure luxury brands (e.g., Marni or Ann Demeulemeester). As brands continue to be acquired by conglomerates (e.g. LVMH, Kering Group, Richemont, etc.), a perspective from luxury holding companies was a logical starting point. In each holding company’s portfolio, brands represent different positions, with the well-known brands occupying the flagship positions within the conglomerate. These brands capitalize on overt usage of branding and logo (which we term as Stage 1 brands). More obscure companies within the major conglomerates or independent fashion houses tend to rely less on branding and have a greater focus on savoir faire and technical applications of material and cut, requiring a higher degree of fashion knowledge (termed here as Stage 3 brands). Stage 2 brands represent the cohort of fashion houses that exist as non-flagship brands within the context of a larger conglomerate. To categorize each participant based on their shopping patterns, we calculate a metric termed here as a “maturity ratio” that falls between 1 and 3 and is used to assign each consumer to a stage. Therefore, we put forth the following hypotheses: Fashion knowledge is the mediating variable that drives progression of consumer maturity. That is, the higher a consumer’s knowledge about fashion, the more mature and discriminating the consumer’s tastes and shopping patterns will be [H1]. Materialism works to encourage consumers to learn more about fashion and therefore have higher fashion knowledge [H2]. A high consumer need-for-uniqueness (CNFU) will lead consumers to learn more about fashion in order to discover ways to stand out from the norm [H3]. Consumers who are self-conscious will have high fashion knowledge due to the pressures of social anxiety to have a socially acceptable outward appearance [H4].

The implications of brand hypocrisy for corporate social responsibility (CSR) at the brand level of analysis remain largely unexplored. Drawing on attribution theory and the sense making perspective of CSR, this paper aims to develop a conceptual framework that highlights the negative effects of advertising skepticism on brand distance, as mediated by perceptions of brand hypocrisy. Furthermore, the study seeks to examine whether a brand’s commitment toward sustainability, consumers’ desire for exclusivity and brand trust have any impact on perceived brand hypocrisy and distance. As the effect of CSR skepticism and brand hypocrisy bears heavily on consumers’ attitudes and behaviour, this paper draws from several socio-psychological theories to identify how it can be pre-emptively abated. Findings will enrich the understanding of negative consumer inferences related to brands and provide a conceptualization of an understudied but increasingly relevant form of brand judgment.

The aim of this study is to explore diverse characteristics of females aged 25 to 49 years grouped according to Body Mass Index(BMI), and to investigate the effect of body satisfaction and self-esteem on involvement in dieting within each BMI group. In total, 549 females who participated in an online survey were divided into groups based on BMI(underweight, normal, and overweight). Results demonstrated three key factors, as follows. First, differences were identified among BMI groups according to demographic characteristics(age, household income, and marital status), although no difference according to education level was found. Second, differences according to BMI groups were found in body satisfaction and involvement in dieting, whereas were not found in self-esteem. Third, model testing for each BMI group showed, a positive correlation between body satisfaction and self-esteem in all three groups. However, there was a difference in causal relationships among variable across BMI groups. Body satisfaction negatively affected and self-esteem positively affected involvement in dieting for the underweight and normal groups, whereas there was no causal relationship between variables in the overweight group. Based on these results, basic information of groups segmented by the level of BMI was obtained, which could be used for both academic and practical implications.

본 연구에서는 신선편의식품을 구매한 뒤 집으로 귀가해서 냉장고에 보관하거나 섭취하는데 소요되는 시간과 그에 따른 신선편의식품 내.외부의 온도변화와 미생물학적 변화를 관찰하였다. 시판 중인 신선편의 식품에 대해 위생 지표세균인 일반세균, 대장균군 및 대장균, 병원성 미생물 인 B. cereus, S. aureus, Salmonella spp., L. monocytogenes를 분석하였다. 설문조사 결과 신선편의식품을 구매 후 귀가 또는 섭취에 소요되는 시간이 최대 3시간 소요되는 것으로 확인되어, 차량 트렁크 내에서 최대 3시간 동안 보관 한 결과 차량 트렁크 내부 최고 온도가 봄(3월) 19oC, 여 름(7월) 44oC, 가을(9월) 31.3oC, 겨울(2월) 17.6oC로 각각 확인되었으며, 차량 트렁크에서 보관한 신선편의식품의 품온은 최대 봄 18.5oC, 여름 42oC, 가을 29.2oC, 겨울 16.8oC 로 확인되었다. 차량 트렁크에 최대 3시간 보관한 신선편의식품의 일반세균수는 봄 3.41 log CFU/g, 여름 4.32 log CFU/g, 가을과 겨울은 각각 3.81 log CFU/g, 3.36 log CFU/g으로 확인되었다. 그 외의 대장균군 및 대장균, B. cereus, Salmonella spp., L. monocytogenes균은 검출되지 않았지만 S. aureus는 여름과 가을철에는 신선편의식품을 1시간만 차량에 보관하더라도 검출되었고, 봄과 겨울은 2시간 이상 차량 트렁크에 보관하였을 때 검출되었다. 이동 용기로 흔히 사용되는 종이박스와 스티로폼 박스 내부가 알루미늄필름으로 코팅된 종이 박스를 이용하여 얼음 첨가 여부에 따른 이동용기 온도변화 실험과 이동 중 S. aureus 의 증식여부를 확인한 결과 스티로폼 박스에서 내부 온도 변화가 가장 낮게 유지되었고, 시간 경과에 따른 미생물의 증식도 가장 적게 나타남을 확인할 수 있었다. 이상의 결과로 볼 때 신선편의식품 소비자들에게 구매 후 안전한 섭취를 위해 보관 온도나 시간에 대한 가이드라인과 이동용 기를 이용한 신선편의식품의 온도관리에 대한 정보를 제공 하여 식품의 안전성을 높이는 홍보가 필요할 것으로 판단된다.

In this study, the case of brand IMC communication of LG Hausys’ total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer’s purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys’ products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's ɑ measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

국내의 대표적인 소비자보호기관인 공정거래 위원회는 표시광고법, 전자상거래법, 방문판매법, 할부거래법, 약관법, 공정거래법에 근거하여 소비 자거래의 적정성을 보호한다. 최근 인간과 같이 사고하고 학습하고 판단하는 AI(Artificial Intelligence) 기술이 소비자거래에 도입되면서 전통적 소비자보호 문제와 다른 새로운 이슈들이 등장하고 있다. 사업자는 소비자 거래에서 상품 추천, 맞춤형 광고, 구매 유인, 동태적 가격 결정 등의 방식으로 AI를 활용하고 있고, 소비자는 AI를 활용해 사업자와 의사연락없이 계약을 체결하고 있다. 그 과정에서 조작과 사기, 기만과 오인이 발생하거나 소비자별 또는 사업자별 차별행위가 이루어지는 경우가 있으며 거래오류가 발생하기도 한다. 문제는 공정거래위원회가 앞서 본 현행 법률로 위와 같은 새로운 소비자보호 문제를 적절히 규율하고 대처할 수 있는가이다. 표시광고법상 부당한 표시ㆍ광고 금지나 중요 정보의 공개의무 조항, 전자상거래법ㆍ방문판매법ㆍ할부거래법상 표시ㆍ광고ㆍ고지 의무나 청약 철회 조항, 약관법상 명시ㆍ설명의무나 불공정약관 금지 조항, 공정거래법상 불공정거래행위 금지 조항 등은 AI 기반 소비자거래에서도 여전히 역할을 할 것으로 보인다. 그러나 현행 법률의 일부조항들은 AI 기반 소비자거래에서 야기되는 문제들에 곧바로 적용하기에 다소 부족하거나 모호하다. 따라서 각 법률의 규율가능성을 높일 수 있도록 AI 기반 거래에서 특수하게 야기되는 문제 상황을 감안한 법령의 개정을 검토할 필요가 있다. 한편 AI 기술의 발달이 가져올 미래의 모습은 누구도 완전히 예측할 수 없으므로 기술의 발달과 법률의 개정 사이에는 불가피하게 시차가 발생할 수밖에 없다. 따라서 공정거래위원회는 공정 거래법 제23조의 불공정거래행위에 관한 일반조항을 적극 활용하여 법적 공백을 막고 AI 도입에 따른 소비자보호 문제에 선제적으로 대응해가야 할 것이다.