The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

Although Kimchi is a Korean traditional food, domestic consumption has been decreasing steadily and the trade inversion phenomenon has reached a serious level due to the surge of Chinese Kimchi imports. Moreover, cases where foreign Kimchi is transformed illegally into Korean Kimchi are frequent, which impedes the expansion of Korean Kimchi exports. To sustain the Korean Kimchi industry in a situation where the domestic and overseas conditions are deteriorating, it is necessary to positively review the introduction of Kimchi into a geographical indication (GI) system. This study examined the intention of foreign consumers to purchase Korean Kimchi with GI and analyzed the impact on the trade balance. Approximately 42.8% of 500 Japanese consumers answered that they would purchase Korean Kimchi with GI and they were willing to pay 7.8% more than the present price. Approximately 78.7% of 300 Taiwanese consumers replied that they purchase it and would pay 25.1% more. In addition, Japanese and Taiwanese consumers reported that they expected to increase their Korean Kimchi purchases by 21.9 and 22.4%, respectively. Based on the survey results, the effects of the trade balance were measured using the methodology of a preliminary impact assessment using the KREI-KASMO model. The trade balance of Kimchi is expected to improve slightly at an annual average of 11.718.6 million US$ to as much as 27.7~35.8 million US$.

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.

The purpose of this paper is to analyze the difference of seafood dining consumer behavior by demographic characteristics (age, gender). This research surveyed 251 people in Busan, Korea. t-test, one-way ANOVA, and MDS were used to identify the difference of consumer behavior by demographics. The result of the research revealed the difference between demographic characteristics and seafood dining consumption. 20’s showed to accept the trendy dining culture represented by salmon, sushi and shrimp, and 30’s also have similar tendency. 40’s have higher spending tendency to seafood dining like tuna restaurants. 50’s and 60’s showed conservative consumption propensity represented by grilled fish, braised fish and raw fish restaurants. In gender analysis, male have higher frequency than female about grilled eel. In the future, the seafood dining market would be reorganized with the expansion of sushi, salmon and shrimp dishes, which can be classified as a new dining market. In this research, we suggested fisheries supply and production strategies according to age and gender.

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.

Consumers’ desire for beauty has become a driving force in the beauty service industry which was further developed through specialization and segmentation. Nail-care service, which is one of the beauty services, is showing rapid growth, and intense competition among salons has become apparent. Thus, service management method and marketing strategy are required for customer satisfaction. Therefore, in this study, we tried to classify the nail-care services on the basis of systematization and realization of its characteristics which are fundamental when developing management and marketing strategies. The subjects of this study were women in their 20s and above living in Seoul, Gyeonggi, and Incheon areas. As a result, the nail-care service factors are classified as “external environment” (interior, celebrity, newness), “internal environment” (equipment and products, cleanliness, and environment), “location” (location and transportation convenience), “reputation” (good reputation), “technician skill,” “kindness,” “relationship” (relationship, empathy, and affinity), and “price and discount.” The consumer types of nail-care services were classified into three groups according to the degree of involvement of these concept systems. These results can be used as marketing basics and will be the basis for studying marketing strategies. However, the consideration of setting up a marketing strategy for each consumer type will be presented in a follow-up study.

Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.

The purpose of this study was to develop a technology commercialization strategy by analyzing the consumer preference for low-sodium instant noodle ramen, which has a sodium content of 1,730 mg or less. For the commercialization of such low-sodium ramen, this study examined how much consumers would pay through an analysis of consumer preference by conjoint analysis. This study surveyed 1,004 men and women in their 20 s and 50 s between the ages of 20 and 50 years in Korea using an online survey. If the price of conventional instant noodle ramen is KRW 4,000 (approximately USD 3.57) per 5 packs for one pack of 5 servings in a supermarket, this study surveyed how much more they respondents would pay if the sodium was reduced by 10.0, 20.0, and 30.0%. The study found that if sodium was reduced by 10.0, 20.0, and 30.0%, the respondents would pay as much as KRW 4,180, KRW 4,307, and KRW 4,515, respectively. The attributes of low-sodium instant noodle ramen were examined according to the degree of sodium reduction, vegetable protein ingredients, brand, where to buy and price with each level. The Marginal Willingness To Pay (MWTP) was analyzed as follows. If the sodium content of ramen soup is reduced by 1.0%, the amount that can be paid would be KRW 105.78. Respondents could pay KRW 1,673 more for famous brand ramen than an unknown brand ramen. The study results indicated that when a new product is developed and released, it can be expected to increase sales of the new product by understanding the foreseeable value that consumers could pay for and realize the technological commercialization of the technology.

본 연구는 국내외 여건으로 침체되고 국내 인삼산업 활성화에 필요한 인삼가공식품의 경쟁력 제고를 위하여 대표 인삼제품인 홍삼토닉의 소비자 선호속성을 선택실험법을 통해 분석하였다. 실험에 사용된 선호속성으로는 재배연근, 우수농산물(GAP) 인증 여부, 당류함량, 가격이 포함되었으며 총 1,796개의 실험에 대한 답변을 취득하여 각 속성에 대한 가치를 다항로짓모형을 이용하여 추정하였다. 그 결과, 6 년근 원료를 사용하여 우수농산물(GAP) 인증을 받은 저당도 제품에 대한 선호도를 화폐가치로 환산하였다. 이를 정리하면, 5년근 대비 6년근 원료를 사용한 제품에 약 94,000원, GAP 인증을 받지 않은 경우에 비해서 약 89,000원, 당을 1g 줄인 경우 약 5,000의 추가지불의사금액을 확인할 수 있었다. 따 라서 단기적으로 GAP 인증된 6년근 원료를 사용한 저당의 제품 개발이 필요하며, 인삼 GAP 인증에 대한 지원과 홍보가 필요할 것으로 보인다. 한편 인삼 농가 생산성 개선을 위해 저년근 인삼 효능에 대한 과도한 저평가를 개선하기 위한 장기적인 노력이 병행되어야 할 것으로 보인다.

기술의 발전과 네트워크 성능 향상으로 웨어러블 디바이스는 ICT산업의 차세대 성장 동력으로 주목받고 있다. 중국은 웨어러블 디바이스 업계 후발주자이지만 매년 높은 성장률을 보이며 현재 세계 최대 규모로 성장하였다. 이에 본 연구는 FEA모델(Functional, Expressive, Aesthetic)을 적용하여 중국 소비자의 웨어러블 디바이스 채택요인을 확인하고자 한다. 더불어, 웨어러블 디바이스의 채택요인이 제품의 만족, 브랜드 충성도와 브랜드 내 다른 상품에 대한 구매의도에 미치는 영향에 관해 실증적으로 분석한다. 본 연구는 실증적 분석을 위하여 중국 내 소비자 208명을 대상으로 총 5일간 온라인 설문조사를 통해 자료를 수집하였다. 분석 결과, 웨어러블 디바이스의 호환성, 유희적 동기, 하위문화적 매력요인이 채택요인으로 확인되고 웨어러블 디바이스에 대한 만족은 해당 브랜드의 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 웨어러블 디바이스에 대한 중국 소비자의 인식과 평가를 이해하는데 학문적 시사점을 제공하고 나아가 효과적인 커뮤니케이션 전략 수립에 실무적 통찰을 제공한다.

21세기 경영환경 변화의 중심에 ‘지속가능성’(sustainability)과 ‘지속가능경영’(sustainable management) 이 대두되고 있다. 21세기는 그 어느 때보다도 인류의 생존은 물론 기업의 성장과 발전을 위해서도 ‘지속가능성’을 기업경영의 모토로 삼지 않을 수 없게 되었다. 기업의 지속가능한 발전을 위하여 무엇을, 어떻게 준비해야 할 것인가? 이런 이슈를 해결하기 위해 지속가능경영에 대한 기업과 정부 및 사회의 관심이 높아지고 있다. 그러나 지속적으로 생존 및 번영을 추구하는 다국적 기업의 지속가능경영에 대한 실증 연구는 아직 많이 부족한 실정이다. 따라서 본 연구에서는 다국적 기업의 제품과 서비스에 대한 소비자의 구매의도를 파악함으로써, 이론적이며 현실적인 전략적 시사점을 도출하고자 한다. 먼저, 문헌연구를 통해 기업의 지속가능경영 활동을 효율성, 친환경보호, 에너지관리, 소비자보호, 윤리경영의 다섯 가지 독립변수로 도출하였다. 이러한 특성들이 구매의도에 영향을 미치며, 신뢰가 독립변수들과 구매의도 사이에서 매개효과를 보인다는 종합적 모델을 구축하였다. 그리고 일반소비자 269명을 대상으로 실증분석을 실행하였다. 실증분석 결과, 지속가능경영의 효율성, 친환경보호, 에너지관리, 소비자보호, 윤리경영이 ‘신뢰’에 긍정적인 영향으로 나타났으며, 다섯 가지 독립 변수 중 효율성과 윤리경영의 경우, 구매의도에 미치는 직접적 영향은 기각되었다. 또한, 지속가능경영의 효율성, 친환경보호, 에너지관리, 소비자보호, 윤리경영 요인이 구매의도에 미치는 관계에 있어서 ‘신뢰’는 정(+)의 매개효과를 보였다.

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) × 2(consumer innovativeness: high vs. low) × 2(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

The consumer satisfaction level for insect products for feed was investigated in order to be used as a basic data for the establishment of the insect industry. The survey was conducted on 302 ordinary citizens aged 19 to 59 on consumer satisfaction with insect-related products for feed. When insect is supplied as a food source, most consumers are purchased for reptiles (66.7%). Asking about food type, most of them answered that they buy food in living form (83.3%), which is higher than dry form (16.7%). The kind of insect-related products for feed were in the order of crickets (83.3 %) > mealworm (16.7 %). The frequency of use of the product was once (66.7%) > 2 to 3 times a week (16.7%) > 2 to 3 times a month(16.7%). Consumer satisfaction with insect food for feed was average, but they said they were relatively satisfied with the quality, the route of purchase and the nutritional content.

식품에서 발견되는 곤충이물은 제조단계와 유통, 소비단계 유입으로 대별된다. 식약처 발표에 따르면 2016년 5332건 이물신고 건수의 34.3% 인 1830건이 곤충이물이며 이중 조사, 판정 불가 56%, 제조단계 6.5%를 제외한 49.4%가 소비, 유통 단계에서 유입된 것으로 조사되었다. 유통, 소비단계에서의 곤충 이물 유입은 전 지구적인 기후변화와 소비자 트랜드 변화, 유통, 물류 시스템 변화 등의 요인과 결합되어 지속적으로 증가되고 있으나 제품 생산 후 제품이 물류센터, 특약점, 도, 소매점과 같은 다양한 환경에 노출되고 소비자 사용 시 다양한 원인으로 인해 발생되기 때문에 근본적인 원인 제거는 불가능 하다. 따라서 현재로써는 방충포장을 통해 곤충오염 리스크를 줄이는 방안이 가장 효과적일 것으로 판단된다. 본 연구에서는 유통 중 제품으로 유입되는 곤충을 제어하기 위해 생산비 증가와 식품 안전에 미치는 영향을 고려하여 천연식물 추출물을 활용한 방충박스포장소재를 개발하고 이를 약 770만 제품박스에 적용한 결과 소비자 해충클레임이 65%정도 감소하는 것으로 조사되었다.

전자상거래는 국내뿐만 아니라 국제거래에 있어서 주된 거래방식으로 자리잡고 있으며, 소비자계약에서도 동일하다. 그러나 소비자가 국제전자 소비자계약을 통해 재화를 구매하는 것을 주저하는 이유 중 하나가 바로 분쟁이 발생하였을 경우에 법적 보호를 충분히 받을 수 있는가의 문제이며, 준거법의 문제 역시 이에 해당한다. 따라서 섭외사건에 있어서 준거법 결정에 관한 대표적인 국제협약인 로마I규칙에서는 소비자계약에 관한 특칙을 신설하였으며, 이를 기초로 우리를 비롯하여 유럽연합의 제국 가, 일본, 중국 등에서도 국제사법에 소비자계약에 관한 특칙을 신설하였다. 이러한 국제사법상 소비자계약에 대한 특칙은 국제전자소비자계약에 도 동일하게 적용된다. 따라서 해외사업자가 국내소비자를 상대로 광고 등을 통해 거래권유를 하고, 이에 따라 소비자가 주문을 하였다고 한다면 그 준거법에 대한 합의와 상관없이 소비자국의 소비자보호에 관한 강행규정이 적용된다. 문제는 사업자의 구매권유없이 소비자가 사업자의 사이버몰을 검색하여 계약을 체결하였을 때에도 앞의 경우와 같이 국제 사법상 소비자계약에 대한 특칙을 적용받을 수 있는가이며, 이에 학설은 대립하고 있다. 그러나 국제전자소비자계약은 가상공간에서 체결되고, 현실공간과 다른 특징이 있다고 하더라도 능동적 소비자계약과 수동적 소비자계약으로 구분이 가능하다. 따라서 후자의 계약이 소비자계약에 해 당하더라도 국제사법 제27조는 적용되지 않는다. 그러나 전자상거래는 국경이라는 제약이 존재하지 않는다는 점과 전자상거래의 발전을 위해 소비자보호가 필요하다는 점을 감안한다면 이러한 소비자계약에 국제사법 제27조가 적용되지 않음은 타당하지 않다. 따라서 이러한 소비자계약에 대해서도 국제사법 제27조가 적용될 수 있도록 입법적 개선이 필요하다. 다만, 전자상거래라고 하여 무조건적인 소비자보호는 사업자에 대한 불합리한 불이익부과에 해당하기 때문에 소비자국법의 적용 가능성에 대한 사업자의 예측가능성을 부여할 필요가 있다. 또한 사업자가 약관을 이용하여 소비자 보호의 수준을 낮출 수 있다는 점 역시 국제전자소비자계약에서 준거법 결정에 있어서 문제점이라고 할 수 있다. 따라서 국제사법 제8조 제2항을 국제소비자계약에 적용하지 않는 규정을 신설하여 합의라는 이름으로 소비자 보호를 약화시키는 사업자의 행위를 제어하여야 할 것이다.

This research aims to shed a light on the benefits and perceived risks to the willingness to use perceived by consumers, centering on design-customizing service catering to individuals’ tastes and needs, and to study their impacts on the use of a design-customizing service. The validation of how benefits and perceived risks affect the intention to use showed that only aesthetic and self-expressive benefits had significant impacts on the willingness to use. However, only time/economic loss and self-design risks had negative impacts on the willingness to use a service. By gender, there was no difference in benefits and perceived risks to willingness to use for the benefit factors, whereas in terms of perceived risks to willingness to use factors. By age, there were also differences in the effects of benefits and perceived risks to purchase on the willingness to use a rash guard customizing service. There were variations in the perceived risks to the willingness to use and benefits depending on age. In particular, it was found that there were no perceived risks to the willingness to use for the age group of 10s. As design-customizing services based on individual tastes have drawn more attention recently, this research on the benefits and perceived risks to purchasing a rash guard design customizing service, as well as their effects on service use (particularly backed up by comparative analysis by gender and age), is expected to provide insights into design-customizing service strategy development.

Nail-care services are growing rapidly. If causes for the increase in nail-care service consumption is diversion or self-satisfaction, we can speculate that consumers perform self-care through nail-care services. Nail-care-service consumption should be allowed to increase because of the positive psychological effects such as improving mood or alleviating depressed emotions. Moreover, the psychological effects of nail-care services differ according to consumers’ tendencies. Therefore, this study divides the types of consumers, to investigate whether there is a difference in the psychological effects of nail-care services depending on the types. This study used the questionnaire survey method. Results of the study revealed that the sub-factors of self-esteem, extracted as two factors, were “personal self-esteem” and “social self-esteem”. Consumers were classified according to the sub-factors of self-esteem into four groups. There were differences in the psychological effects of nail-care services according to these four groups. It was found that all groups had psychological effects above the average value. This result indicates that only the degrees of psychological effects differ in accordance with the types of self-esteem, and that psychological effects generally play a large role in all types. Since psychological effects were positive for everyone regardless of their self-esteem, utilizing nail-care services considerably reduces the depression and anxiety of modern people. Nail-care services expected to become the basis of the nail therapy field.

In this research, we conducted an empirical study using the theory of sociologist Jean Baudrillard to examine the phenomenon of contemporary people in Korea acquiring tattoos. The researcher classified the consumption behavior of modern society, as described by Baudrillard in The Consumer Society, into three keyword phrases: consumption by personal taste, coded consumption, and recyclage of consumption. Using this as the premise of the study, 18 men and women in their 20s and 30s completed questionnaires and interviews, and the results supported labeling tattoo consumption as consumption by personal taste, tattoos as coded consumption, and recyclage of tattoo consumption, similar to the consumption pattern that Baudrillard sees. First, the younger generations have consumed tattoos according to their personal preferences. They express themselves by tattooing for self-complacency, self-marking, pursuing individuality, overcoming the appearance complex, and seeking pleasure. Second, they have consumed socially coded tattoos. They say that tattoos domestically act as negative codes and symbolize individuals. Although tattoos are a symbol of artists who are relatively free from social norms, they are still a symbol of social misfits created as such by negative perceptions. Third, the pattern of tattoo consumption is like that of contemporary consumption. Tattoos already have become part of popular culture in Korea, and there has been a changing trend in tattoo culture. This study has significance in that tattoos were regarded as a consumption behavior that deviated, from the perspective of deviance. That phenomenon of today’s tattoo culture of today was confirmed through the empirical study.

This study examined how the consumers’ perception of GM food affects their purchasing behavior. In addition, this study investigated how the amount of knowledge a consumer has regarding GM food affects their perception of this type of food. The quantitative research method was used to collect data. The data from a self-administered survey, which was conducted in South Korea, was analyzed using descriptive analysis, ANOVA, factor analysis, and multiple regression analysis methods. The results of the survey indicate that most respondents may have unknowingly purchased GM food. Further, the respondents reported that they likely had known about or had heard of GM food. In addition, the survey indicated that the amount of knowledge possessed by the respondents regarding GM food greatly affected their perceptions of this type of food. These findings will contribute to the current GM food market by providing the food market with additional information relating to the consumers’ perceptions of GM food.