3D printing is an additive software manufacturing technology for designing and creating real objects using a layering technique. Global brands including Coca Cola and Warner Bros have successfully offered the first 3D printing campaigns, but the market is still untapped for using 3D printing marketing in global advertising. Global brands potentially can undertake 3D printing technology campaigns that will offer innovative and strong experiences for enhancing brand values and competitiveness. Luxury brands are particularly recognized for their rarity, uniqueness, innovation, and classic traditions. Luxury brands can thus use 3D printing campaign experiences to expand the cultural imagination in coherence with luxury identifications. The purpose of this study is to examine the effects of 3D printing campaign experience on attitude toward campaigns, perceived value of luxury brands, and purchase intentions. The authors offer implications for advertising practitioners by constructing a theoretical model regarding 3D printing campaigns and perceived values of luxury brands.

This study explores the role of corporate involvement and brand perception in moderating the Cause Related Marketing on consumer purchase intention in the luxury product category among Japanese consumers. This research examines three core cause attributes - cause scope, cause type and cause acuteness developed by Vanhamme, Lindgree, Reast and van Popering (2012) as well as an additional component of duration – with corporate involvement and brand perception moderating the effect on purchase intention. The general public places judgment on a corporation based on how much of positive or negative impacts its business has on environment or society (Sheikh & Beise-Zee, 2011). In fact, more corporations have been developing corporate social responsibility (CSR) programs, no matter how big their business sizes, big or small, are (Brinkvan, Odekerken-Schroder, & Pauwels, 2006). The general public loses its faith in corporations, especially after a financial crisis or malfeasances of big corporations and as a result, corporations are under stronger pressure to contribute to environmental or societal causes in order to reclaim lost faith from the general public (Sheikh & Beise-Zee, 2011; Berglind & Nakata, 2005). One way corporations contribute to society has been to employ marketing strategies that link product sales to the support of specific charities to create and maintain favorable brand images known as cause related marketing or CRM. CRM has been growing faster as a type of marketing that allow corporations to contribute to environment or society (Brinkvan et al., 2006). Various factors have been extensively researched on and identified as pertinent in the success of cause-related marketing campaigns such as brand-cause fit (Bigne-Alcanniz, Currase-Perez, Ruiz-Mafe and Sanz-Blas, 2011; Nan and Heo, 2007; Samu and Wymer, 2009), donation size (Dahl and Labvack, 1995; Pracejus, Olsen and Brown, 2003), types of causes (local causes are preferred to national ones) (Ellen, Mohr, and Webb, 1996; Smith and Alcorn, 1991) and product type with luxury products found to be more effective (Strahilevitz and Myers, 1995).

Emotion has been discussed as a key element in the purchase decision process across several products and services by several researchers (Bagozzi, Gopinath, & Nyer, 1999; Kang, Jin, & Gavin, 2010; Lee & Park, 2013). Although a variety of products and services have been utilized to address the relationship between emotions and the purchase decision process, books, especially an online-book purchase environment, have been neglected in existing research of the relationship between emotions and the purchase decision process. Thus, the purposes of this study are 1) to investigate how book covers influence consumers’ purchase decisions in an online setting, 2) to examine the influence of two different criteria of book covers (the color of the book cover and the picture or photo on it) on consumers’ emotions of delight, and 3) to explore the cross-cultural differences (i.e., Japan vs. France) in the online book purchase decision process. Emotion is referred to “an affective, subjective, experimental, temporary, multidimensional phenomenon and a source of motivation caused by exogenous factors to the individual that interact with the process of treatment of the collected information for the purpose of experience of consumption” (Graillot, 1998, p. 12). In marketing, emotion is considered to be the beginning of the choice made by consumers (Derbaix & Pham, 1989), and many researchers have tried to find dimensions of emotion which better explain the consumer’s purchase decision process, such as circumstances (e.g., hope, relief, and joy), external cues (e.g., like, dislike, and anger), or self-created cues (e.g., regret, shame, and guilt) (Roseman, Antoniou, & Jose, 1996). In order to fill in gaps from previous research, in this study we present the following research hypotheses: H1: There will be a positive relationship between the color of the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore. H2: There will be a positive relationship between the picture or photo on the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore.H3: There will be a positive relationship between the consumer’s emotion of delight and a book’s perceived usefulness when purchasing a book from an online bookstore. H4: There will be a positive relationship between a book’s perceived usefulness and the purchase of the book. H5: The impact of the book cover on the purchase decision process will vary by country. Japan and France were chosen as the countries for the study as they are significantly similar in terms of the size of the book market on the global stage (Oricon, 2015), however the two countries are very dissimilar in terms of culture. In addition, there is no existing research that compares consumers in these two countries in an online book purchase setting. A total of 398 usable date sets were collected in Japan (n = 191) and France (n = 207) using a questionnaire survey. Two sets of questionnaires were developed in Japanese and French for the respondents and the respondents were randomly chosen for this study. All measurement items of each construct (i.e., the importance of the color of the book cover, the importance of the picture on the book cover, the emotions of delight, the perceived usefulness of the book, and the book purchase) were adopted from previous studies and measured using a 5-point Likert scale. To test the proposed research framework, in this study we developed a structural equation modeling method. Multigroup confirmatory factor analysis was conducted to test construct validity, which showed satisfactory evidence of convergent and discriminant validity. Based on Table 1, there is no significant relationship between the color of the book cover and the emotion of delight, therefore Hypothesis 1 was rejected. On the other hand, Hypotheses 2 (the relationship between the picture on the cover and the emotion of delight), Hypotheses 3 (the relationship between the emotion of delight and a book’s perceived usefulness), and Hypotheses 4 (the relationship between a book’s perceived usefulness and the book purchase) were found to be statistically significant. Finally, Hypothesis 5, indicating that the impact of the book cover on the purchase decision process varies across countries, was supported. In other words, the χ² difference test between the two countries revealed that an unconstrained model indicated a significantly better model fit than a fully constrained model (Δχ²(7) = 117.58, p < .001), indicating the evidence of differences in the path relationships between the two countries (Laukkanen et al., 2013). Since Hypothesis 5 was indicated to be significant, a further analysis of each path from Hypothesis 1 to Hypothesis 4 was conducted. This revealed that only the relationship between a book’s perceived usefulness and the book purchase was significantly different by country (Δχ²(1) = 3.91, p < .05). The study provides meaningful academic implications. This study examines the influence of the book cover on consumers’ emotions, which lead to the actual purchase of the book in an online setting and accurately explains the role of consumers’ emotions in the relationship. Furthermore, this study proved that the relationship between the book’s perceived usefulness and the purchase of the book was different by country. Given this, marketers should develop tailored marketing strategies for the two countries. For French consumers, practitioners should focus more on the usefulness of the book itself, such as the meaning of the book to readers, the impact of the book on readers, the potential for improving reader’s knowledge andhappiness, etc. In other words, marketers should emphasize and promote the concept of the usefulness of the book itself rather than the design components, such as the color of the book cover. Additionally, consumers’ emotions of delight have a significant role on the online book purchase decision, therefore promoting and arousing consumers’ positive emotions, for example, with music, easy transactions, easy access, etc., may be critical while shopping for books online.

Brand equity, “the marketing effects uniquely attributable to the brand” (Keller, 1993, p. 1), is at the heart of competition in the luxury goods market (Keller, 2009). While firms competing in this segment have come up with sophisticated ways to build brand equity, they are currently challenged by the increasing importance of the internet in consumers’ journeys (Kapferer & Bastien, 2012; Okonkwo, 2009). With online sales of luxury goods showing a twelvefold increase over the past 11 years (D’Arpizio et al., 2014), it is evident that luxury brands have to be present somehow in the digital environment today (Heine & Berghaus, 2014). The strategic purposes, business potentials, and consequences for brand equity of this presence, however, are still largely unexplored and remain a paradoxical topic. As a luxury brand’s website is the brand’s most valuable digital asset (Heine & Berghaus, 2014) and as there appears to be a consensus that luxury brands can use their websites to present their products in the digital environment, at least for purposes of communication, the question arises which products are most suitable for reinforcing the brand’s image. The roles a luxury brand’s products can play in relation to brand management can be classified between four poles spanning two dimensions, which this research terms ‘accessibility’ and ‘contemporariness’, in relation to Kapferer and Bastien’s (2012) luxury brand architecture map. Empirical evidence of these dimensions is, nevertheless, scarce, and yet no prior research has investigated these product roles in an e-commerce setting. The current study develops a model to test how an online purchase option and the contemporariness as well as the accessibility of the product assortment offered on the websites of luxury brands affect specific brand equity dimensions of luxury brands. Data of a 2x2x2-online scenario experiment were analyzed, showing that prestige and uniqueness value are non-significantly affected by offering an online purchase option, while functional value increases significantly. Regarding the displayed product assortment, the brand equity dimensions of functionality, prestige, and uniqueness are found to be significantly affected by the inaccessibility of the products, while their contemporariness elicits significant changes in uniqueness value. The study also assesses the mediating role of the brand attributes of availability, price premium, aesthetics, and innovativeness, as well as the moderating role of consumers’ prior brand ownership, for these effects.

The purpose of this study was to examine what motivated consumers to purchase the products that they viewed from User Generated Content (UGC) on YouTube. The current research collected 198 YouTube users online survey on their attitude toward UGC, their perceived credibility of UGC, their user activity, parasocial interaction and their purchase intention of the products being reviewed. The results showed these examined variables were positive correlated. Additionally, active users and passive users not only held different attitudes toward UGC and different purchase intentions for the products being reviewed, but also the predictive power was varied.

In a world where opportunities and chances are common, the phenomenon referred to as “generation maybe” describes people in their 20s and early 30s who are usually being indecisive. With the increase in breadth of information and choices, the number of people who are hesitant in deciding whether to purchase increases at a fast pace, as does the number of products and services targeting this group. In order to enhance our understanding of the phenomenon of consumer hesitation, this study explores contextual factors and consumer characteristics that affect consumer hesitation in the purchase decision-making process. Specifically, this study examines whether seven contextual factors, self-determination tendencies, and five decision-making styles influence consumer hesitation in the product decision making process. An online survey was administered to test our research questions. A total of 309 Korean consumers (female= 48.9%) aged from 20 to 35 were surveyed. A regression analysis revealed that four contextual factors (product involvement, need for information on alternatives, relative price, and uncertain need), two sub-dimensions of self-determination (perceived competence and relatedness), and two decision-making styles (price seeking and advice seeking) have noticeable influences on consumer hesitation. We also found that the degree of consumer hesitation positively influences consumer post-purchase satisfaction. The study concludes with discussions and practical implications.

본 연구는 고급레스토랑 이용 고객들의 체면민감성이 과 시적 소비성향과 구매의도에 미치는 영향에 대해 알아보기 위해 문헌고찰과 실증적 분석 연구를 진행하였다. 본 연구 결과의 주요 내용은 다음과 같다. 선행연구를 토대로 체면민감성 요인을 타인의식성 체면, 창피의식성 체면, 사회격식성 체면 총 3개 하위요인, 9개 문 항으로 구성하였다. 과시적 소비성향은 유명브랜드 선호 및 유행추구, 타인지향 총 2개 하위요인, 8개 문항으로 구성하 였으며, 구매의도는 단일 차원 4개 문항으로 구성하였다. 전체표본 430(100%)부 중 유효 표본 400(93%)부를 중심 으로 실증분석을 실시하였다. 응답자의 성별 특성을 보면 여 성이 264명(66%)으로 남성 응답자보다 더 많은 것으로 나타났으며, 연령은 30대가 209명(52.3%)으로 가장 많은 것으로 나타났다. 최종학력은 4년제 대학 졸업이 215명(53.8%), 직업은 회 사원이 235명(58.8%), 월 소득은 200-300만원 미만이 115명 (28.8%)으로 가장 많은 것으로 나타났다. 고급레스토랑 이용고객의 체면민감성이 과시적 소비성향 에 미치는 영향을 살펴본 결과는 다음과 같다. 첫째, 타인의식성 체면(t=3.095, p< .005), 창피의식성 체면 (t=6.615, p< .005), 사회격식성 체면(t=4.802, p< .005)이 유 명브랜드 선호 및 유행추구에 유의한 영향을 미치는 것으로 나타났다. 또한 타인의식성 체면, 창피의식성 체면, 사회격식 성 체면이 타인지향 과시적 소비에 미치는 영향을 살펴보면, 타인의식성 체면(t=7.587, p< .005), 사회격식성 체면(t=4.057, p< .005)이 타인지향 과시적 소비에 영향을 미치는 것으로 나 타났지만, 창피의식성 체면은 타인지향 과시적 소비에 유의 한 영향을 미치지 않는 것으로 나타나 부분채택 되었다. 이 연구 결과는 Kim et al.(2013)의 연구에서 골프클럽 소 비자의 체면민감성 특성이 과시소비 성향에 유의한 영향을 미친다는 결과와 유사하게 나타났으며, Lee et al.(2015)의 연구에서 타인 의식성 체면과 창피 의식성 체면이 과시적 체 면에 유의한 영향을 미친 것과 연구 결과가 유사하게 나타 났다. 또한 형식 의식성 체면 또한 과시적 소비에 유의한 영 향을 미치는 것으로 나타났다. 이는 유명브랜드나 유행이 소 비자들의 체면에 의해 영향을 많이 받는 것을 의미하는 것 으로 사료된다. 최근 들어 TV프로그램이나 인터넷 방송 등에서 외식과 관련된 컨텐츠가 많이 제작되고 있는데, 이를 적극적으로 활용 하여 외식 브랜드를 많은 소비자들에게 인식시키고 외식산 업의 유행을 만들기 위한 노력이 필요할 것으로 사료된다. 창피의식성 체면이 타인지향 과시적 소비에 영향을 미치 지 않는 것으로 나타났는데 이는 소비자들이 레스토랑 선택 시 남의 눈치를 보거나 타인에게 어떻게 비춰지는지에 대하 여 크게 염두에 두지 않는다는 것을 의미하는 것으로 사료 된다. 둘째, 고급레스토랑 이용고객의 체면민감성이 구매의도에 미치는 영향을 살펴본 결과는 다음과 같다. 타인의식성 체면, 창피의식성 체면, 사회격식성 체면이 구매의도에 미치는 영 향을 살펴본 결과 창피의식성 체면(t=3.233, p< .005), 사회격 식성 체면(t=3.247, p< .005)이 구매의도에 유의한 영향을 미 치는 것으로 나타났지만, 타인의식성 체면은 구매의도에 유 의한 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 고급레스토랑을 이용하는 고객들은 구매의사를 결정할 때 다양한 요인들을 고려하는데, 그 중에서도 체면과 관련된 요 인들이 중요한 영향을 미치는 것으로 나타났다. 따라서 외식 기업에서는 체면이나 과시적 소비성향과 같은 변수뿐만 아 니라 다양한 심리적 요인을 활용한 마케팅을 적극적으로 수 립할 필요가 있을 것으로 사료된다. 셋째, 과시적 소비성향이 구매의도에 미치는 영향을 살펴 본 결과 유명브랜드 선호 및 유행추구(t=12.384, p< .005)는 구매의도에 유의한 영향을 미치는 것으로 나타났지만, 타인 지향 과시적 소비성향은 구매의도에 유의한 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 이 결과는 타인의식 성 체면이 구매의도에 유의한 영향을 미치지 않는다는 결과 와 유사하게 나타났으며 반면, 유명브랜드를 선호하거나 유 행에 민감한 사람일수록 고급레스토랑을 구매할 가능성이 더 높은 것으로 사료된다. 본 연구의 시사점은 첫째, 기존의 소비 심리 연구와 달리 체면민감성, 과시적 소비성향과 같은 변수들을 추가함으로써 연구의 범위를 다양하게 설정하였고, 소비 심리 분석에 있어 서 유용한 변수가 될 수 있을 것으로 사료된다. 둘째, 본 연구에서 체면민감성, 과시적 소비성향 등이 실 질적으로 구매의도에 유의한 영향을 미친다는 것을 연구를 통해 확인하였다. 이는 소비자들이 자신과 타인을 구분 짓기 위해 또는 우월감을 표현하기 위해 자신의 형편을 고려하지 않은 소비를 하거나 또는 소비에 많은 의미를 부여한다는 것 을 다시 한 번 확인할 수 있는 연구 결과라고 사료된다. 기업들의 생존 경쟁이 점점 치열해지고 있는 현재 시점에 서 외식기업들은 인터넷이나 TV 등의 매체나 인쇄물, 잡지 등을 활용한 적극적인 마케팅을 통해 소비자들이 유명브랜 드 또는 유행하는 브랜드로 인식하도록 해야 한다. 또한 소 비자들의 니즈나 욕구 또는 체면이나 과시적 소비성향과 같 은 심리적 요인들을 지속적으로 연구하여 경쟁 기업과 차별 화를 이루어 내는 것이 중요한 과제일 것이다. 본 연구의 한계점 및 향후 연구방향은 첫째, 본 연구의 조 사대상을 객단가 8만원 이상의 고급레스토랑 이용고객으로 한정지었는데, 조사대상자의 범위를 다양하게 설정한 연구가 필요할 것으로 사료되며 또한 고 가격의 제품과 저 가격의 제품을 소비할 때 어떠한 차이가 있는지에 대한 비교 분석 등과 같은 다양한 측면에서의 연구들이 지속적으로 이루어 지면 더욱 의미가 있을 것으로 사료된다. 둘째, 본 연구에서 분석한 심리적 요인은 체면과 과시적 소비성향에 한정되어 있지만, 그 외에도 다양한 심리적 변수 들을 활용한 추가적인 연구가 이루어지면 소비자들의 소비 심리와 소비 행동을 분석하는데 유용한 기초자료로 활용될 수 있을 것으로 기대 된다.

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers’ buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., “50% Off Sale,” “New Arrivals,” “Helping Others”) on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message “Helping Others” negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores’ managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

공유란 물건이 지분에 의하여 수인의 소유로 구성되어 있고 1개의 소 유권이 분량적으로 나누어져서 수인에게 속하는 것을 말한다. 공유자는 각각의 지분을 소유하며 공유자는 그 지분을 다른 공유자의 의사와 관계 없이 처분할 수 있다. 지분에 대한 처분은 일반 법률행위에 의한 경우와 강제집행을 통해서 이루어진다. 강제집행을 통한 경매나 공매에 있어서는 다른 공유자의 우선매수권이 인정되는데 공유자가 우선매수권을 행사하는 방법으로는, 매각기일 전에 미리 집행관 또는 집행 법원에 매수신청 보증금을 제공하고 사전우선매 수권을 행사하겠다고 신고하는 방법, 해당 매각기일에 일반 입찰자와 같 이 입찰표를 작성하고 서면으로 우선매수 신고하는 방법, 집행관의 최고 가 호창 후 종결 전에 즉시 매수의사로 우선매수 신고하는 방법 등 3가 지 방법에 의하고 있다. 그러나 공유자가 이러한 우선매수권제도를 악용 또는 남용하여 경매의 취지인 공개경쟁입찰에 따른 최고매수가격의 형성을 저해하고 있다. 사 전우선매수 신고를 통한 입찰자의 참가를 기피시켜 유찰을 통한 저가 매 수를 유도하고, 매각기일까지 우선매수권을 행사할 수 있다는 점을 악용 하여 집행관의 최고가매수인 호창과 종결 전에 우선매수신고를 하는 부 작용이 나타나고 있다. 또한 사전우선매수 신고시 매수보증금을 의무화 하고 있지 않기 때문에 지속적인 유찰을 유도하여 채권자나 이해관계인 의 이익을 해하는 결과를 초래하고 있다. 이에 따른 개선방안으로 공유자가 사전매수신고한 경우 보증금을 납부 하지 않거나 철회한 경우 우선매수권을 행사한 것으로 간주하고 있다. 또한 사전 우선매수권을 행사하면 매각기일에 입찰자의 최고매수가격이 없을지라도 유찰시키지 않고 최저매각가격을 초고매수가격으로 매수하도 록 하고 있다. 그러나 이러한 개선방안에도 불구하고 사전 우선매수신고를 한 경우 보증금을 의무화하지 않는 점과, 공유자가 매각기일에 집행관의 최고가 매수인 호창과 종결 전에 우선매수하는 부작용이 나타나고 있기 때문에 일반 입찰자와의 경쟁에서 우월적인 지위를 이용하여 우선매수권을 남용 또는 악용하고 있는 현실이다. 따라서 우리나라만 있는 공유자의 우선매 수권을 폐지하는 것이 타당하겠지만, 현 제도를 유지하고 있는 이상에서는공유자에게 우선매수권만 주고 그 이상의 특전은 인정해서는 안되기 때 문에 위의 우선매수권을 행사하는 3가지 방법 중 매각기일에 매수가격을 모르는 상태에서 일반 입찰자와 동등한 자격으로 입찰마감시까지 입찰표 를 작성하고 서면으로 우선매수신고하는 방법이 가장 합리적이고 형평에 맞는 제도라고 볼 수 있다. 이러한 이유로 민사집행법 제140조 (공유자의 우선매수권) 제1항인 공유자는 매각기일까지 제113조에 따른 보증을 제공하고 최고매수신고 가격과 같은 가격으로 채무자의 지분을 우선매수하겠다는 신고를 할 수 있다 는 조항 중 매각기일까지 를 폐지하고, 민사집행규칙 제76조 (공 유자의 우선매수권 행사절차 등) 조항 중 제1항인 법 제140조제1항의 규정에 따른 우선매수의 신고는 집행관이 매각기일을 종결한다는 고지를 하기 전까지 할 수 있다 를 폐지하는 것이 타당하다고 본다.

This study was analyzed to provide fundamental data of food safety education way on the recognition, knowledge and purchase attitude of GMO foods. Data was collected from 270 University students in the Gyeong-gi region through a self-administered questionnaire. According to the results of the reliability and factor analysis, the knowledge and purchase attitude of GMO foods showed 0.742 and 0.832 in Cronbach alpha coefficient, 0.791 and 0.831 in KMO. There were significant differences in the recognition and intake possibility and purchase will, safety and absorption to a GMO foods between the specialty person and non-specialist (p<0.05). By the kind of GMO foods it appeared highly by the order corn (70.0%), tomato (67.5%), beans (63.3%) and potato (51.3%). There were significant differences in the general knowledge of GMO foods (p<0.05), whereas no significant differences in question ‘There were no genes in ordinary beans’ by a presence of a specialty (p>0.05). After the purchase attitude difference to the GMO foods was analyzed by a presence of a specialty, I appeared most highly in the question to which I say ‘I think a GMO foods is ethical.’ by a negative question and ‘I think a GMO foods is mass-produced, and it's possible to make a food problem decrease.’ by an affirmative question. Therefore, the purchase attitude of GMO foods showed a significant differences of University students according to their major (p<0.05). Based on this study, it is considered that provision of detailed and continuous education must be accomplished by raising the recognition of GMO foods and its acceptance level, allowing a proper understanding of GMO foods to be conveyed and assisting subjects from receiving the information they desire effectively by various education mediums.

This paper introduces the existence of purchase dependence that was identified during the analysis of inventory operations practice at a sales agency of dealing with spare parts for ship engines and generators. Purchase dependence is an important factor in designing an inventory replenishment policy. However, it has remained mostly unaddressed. Purchase dependence is different from demand dependence. Purchase dependence deals with the purchase behavior of customers, whereas demand dependence deals with the relationship between item-demands. In order to deal with purchase dependence in inventory operations practice, this paper proposes (Q, r) models with the consideration of purchase dependence. Through a computer simulation experiment, this paper compares performance of the proposed (Q, r) models to that of a (Q, r) model ignoring purchase dependence. The simulation experiment is conducted for two cases : a case of using a lost sale cost and a case of using a service level. For a case of using a lost sale cost, this paper calculates an order quantity, Q and a reorder point, r using the iterative procedure. However, for a case of using a service level, it is not an easy task to find Q and r. The complexity stems from the interactions among inventory replenishment policies for items. Thus, this paper considers the genetic algorithm (GA) as an optimization method. The simulation results demonstrates that the proposed (Q, r) models incur less inventory operations cost (satisfies better service levels) than a (Q, r) model ignoring purchase dependence. As a result, the simulation results supports that it is important to consider purchase dependence in the inventory operations practice.

This study was to investigate the association among satisfaction of nutrition labeling, change of purchase behaviors, and dietary life care, based on the awareness of nutrition labeling at expressway rest areas. The subjects (n=903) were divided into two groups, according to the awareness of nutrition labeling: Awareness of Nutrition Labeling (ANL) group, n=367; Non Awareness of Nutrition Labeling (NANL) group, n=536. Effort of health care and identification of nutrition labeling was significantly higher in the ANL group, compared with the NANL group. As for the main reason for not identifying nutrition labeling, ‘not interested in nutrition labeling’ was the highest in the ANL group, and ‘Don't know nutrition labeling is provided’ in the NANL group. Identification ratio of nutrition labeling in future was significantly higher in the NANL group, compared with the ANL group among the subjects who didn't identify nutrition labeling before. After their becoming aware, a change of food purchase after reading the nutrition labeling was significantly higher in the ANL group, compared with the NANL group. Health beliefs on the nutrition labeling were significantly higher in the ANL group, compared with the NANL group. Satisfaction of nutrition labeling was also significantly higher in the ANL group, compared with the NANL group. The ANL group also expressed a necessity of expansion of nutrition labeling, compared with the NANL group. In the ANL group, identification of nutrition labeling was significantly higher in the hard effort group, compared with the little effort group of dietary life care. Therefore, improvement and campaign of nutrition labeling for consumers at expressway rest areas, especially for the NANL group, will be effective in identifying nutrition labeling for their health care.

1. 국가이미지의 측정항목에 대한 요인분석 결과 국가이미 지를 가격이미지, 품질이미지, 환경이미지, 경제이미지, 사회이 미지 등의 다섯가지 요인으로 명명하였다. 측정 각 항목의 신 뢰도는 모두 0.6 이상으로 만족할 만한 수준으로 나타났다. 2. 국가이미지와 제품선호도 간의 영향관계를 알아보고자 다 중회귀분석을 실시하였다. 분석결과, 국가이미지의 하위요인 중 품질이미지만이 제품선호도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 3. 국가이미지와 구매의도 간의 영향관계를 알아보고자 다 중회귀분석을 실시하였다. 분석결과, 국가이미지의 하위요인 중 품질이미지와 경제이미지가 구매의도에 통계적으로 유의미 한 영향을 미치는 것으로 나타났다. 4. 제품선호도와 구매의도간의 영향관계를 알아보고자 단순 회귀분석을 실시한 결과 제품선호도는 구매의도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다.

Consumers may have different reasons to buy the animal welfare eggs by purchase places. They may have preferred places to buy the eggs, also. The objective of this study was to compare the purchase places for the eggs. If the producers of the eggs understand the different reasons by the places, they will establish marketing strategies for the eggs by the purchase places. A total of 355 Korean consumers was surveyed. There were statistical significances at traditional market, major retail outlet, and convenience store for female consumers and at traditional market, major retail outlet, department store, internet shopping and convenience store for married people. For age groups, over 40s group showed a significance at traditional market, major retail outlet, department store and convenience store. There were statistically significant at traditional market, major retail outlet, and convenience store for the respondents who had over three million won as their monthly income. It was significantly proven at traditional market and major retail outlet for full time housewives. From the results of the study, the following marketing strategies can be suggested for the places to buy the eggs by demographic classification. The producers should classify the markets and focus their strategies to each place for increasing their market share. These results suggest that focus on traditional market for female and middle-aged group, and retail shop like discount store for the people classified by over 3 million won in income. This study also could be used to aid marketing strategy and animal welfare eggs research.

The implication of the study is that it demonstrates the relationship of image attribute specifying each pattern from the previous studies and investigates the difference in the relationship of brand attitude, artist attitude and purchase intention among image attribute. In addition, by demonstrating the difference in the relationship among the cultural arts lifestyle groups, as well as the high and low fit between lifestyle brand and artist, the study provides an insight and a specified path for marketers as they plan out ways to utilize cultural marketing communications. Finally, by verifying the relationship among patterns, our study offers useful points of reference also for artists or art foundations who plan it with lifestyle brands using strategic approach to consumers by specified means.

Fashion design itself has an independent artistic value of its own. However, legal protection for fashion design is still lacking. In the fashion market, design piracy and trademark piracy are universal phenomena and the imitation behavior is made by a wide range of subjects in real time. The protection of the authentic holder in the relatively-short-cycled fashion design should be done immediately. Accordingly, this study aims to conduct a comparative research on the laws designed to protect fashion design significantly, to promote the creation of fashion design, and to provide implications for the future fashion design protection. The specific objectives of this study are as follows. First, we aim to examine the market trends relating to the theft of the fashion design between Republic of Korea and the United States. The second objective is to consider current legislation to protect fashion design in Republic of Korea and the United States and to analyze the differences between the two countries. Thirdly, the present study seeks to measure consumers’ perception on counterfeit in order to analyze the current status of design piracy. Our results suggest that both countries cohere in that the market size of counterfeit goods is expanding and fashion products are prominent in the counterfeits market. However, while Republic of Korea is not capable of effectively controlling domestic counterfeit products, the United States is trying to protect the intellectual property rights with regulations of counterfeits through the Customs and Border Protection Agency. In the domain of legal protection for fashion design, the United States enacted individual laws such as DPPA and IDPPA through cooperation with the fashion industry and the legal profession since 2006. On the other hand, the effectiveness of laws for fashion design protection appears to be weaker in Republic of Korea. According to the analysis of consumer perception, Korean consumers continuously buy counterfeit goods, whereas U.S. consumers rarely report having had a counterfeit product purchase experience. Korean consumers have a relatively high level of legal knowledge concerning fashion design protection and, compared to their U.S. counterparts, they are negatively recognized about counterfeit goods. Despite this, they do not hesitate to buy counterfeit products in real life. The results of our analysis of the consumer perception suggest that Korean consumers’ attitudes and purchase behaviors with regard to counterfeit goods are inconsistent; the reason underlying this tendency is that the force of the legal system is insufficient. Therefore, this study suggests to strengthen the rigor of the law-enforcement and to establish the laws that would help enhance consumer awareness in the Korean society.

The online game market has grown rapidly in worldwide. The world game market earned 111.7 billion US dollars and online game occupies 18.9% (21.1 billion US dollars) in the world game market in 2012. Online game companies have launched a variety of free online games to online game players such as League of Legends (LOL), World of Tank, and Hearthstone. These online games provide online game with free install with online game players. Online game companies, however, sell some of online game items to the game users. For example, LOL sells Skin that is the cloth which only provides fancy effect to online game hero through the online game shop. In case of ‘Hearthstone: Heroes of Warcraft’, game user can purchase game card deck by cash. This study was initiated to answer the following research question called “How these online game companies get profit?” because their online games are free to play. The research upon the question mentioned above leads to the second research question called “how online game users purchase the cash game items?”. To understand purchasing behavior and attitude of online game players about cash game item, this study conducts focus group interview of LOL game player to understand purchase behavior of game players for online games items. The results of focus group interview help us to understand the relationship between attitude toward online game items and consumption values. The purposes of this study are 1) to understand online game players’ purchasing behavior for LOL luxury Skin, 2) to find out relationships among online game experience, design innovative Skin, consumption values, and repurchase intention, and 3) to draw academic and practical implications based upon the result of analysis in this study.

The luxury market keeps growing in the global world. Marketing scholars focus on Chinese luxury consumers, because Chinese consumers show different characteristics comparing to foreign consumers. Personal hedonic value cannot be ignored among factors which influence consumers’ purchase intention. After the survey on 128 consumers who have luxury purchasing experience, the study finds out that as the two of three sub-dimensions of hedonic value, self-gifting and self-pleasure can significantly influence luxury perceived value, but self-enrichment has nothing to do with it. Luxury perceived value can directly affect consumers’ purchase intention on luxury products. But this relationship can be negatively moderated by interpersonal effects. At the end, managerial implications and theoretical contributions are discussed.