Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, we conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers’ post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu “was not the same as the advertisement shown.” It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to ‘express dissatisfaction directly to the store’, ‘leave negative reviews’, and ‘participate in negative word-of-mouth’. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection) in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, ‘too sweet taste (44.2%)’ and ‘small portion size (22.9%)’ were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.

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.

This paper investigated the purchase behavior of Kimchi products by surveying housewives in Jeonbuk area who have purchased Kimchi products. The studied consumers purchased Kimchi products for the convenience and time-saving aspects. Factors taken into account when purchasing Kimchi were hygiene, taste and ingredients. The main places of purchase for Kimchi products were large discount markets. The purchase information paths were product displays at stores and recommendations from acquaintances. The most purchased type of Kimchi products was cabbage Kimchi. An one-time purchase amount was 10,000~30,000 won. The most purchased size was to be 500 g~1 ㎏. Desired improvements for Kimchi products were a display of the ingredients origin, exclusion of monosodium glutamate, freshness, and hygiene. Based on the results, this research aids in analyzing the marketing mix (4P: product, price, place, promotion) of Kimchi products for Kimchi manufacturers.

The objective of this study is to propose the motivation of the analysis on consumer’s purchase behavior and willingness-to-pay for flower tea. Therefore, we survey the purchase behaviors on flower teas as compared with leaf teas such as green teas. We also analyze the willingness to purchase and pay for such teas. The reasons for consuming flower teas are ‘flavor’, ‘beauty/diet’, ‘health’, consecutively. Consumers prioritize ‘safety’, ‘quality’, ‘price’, and ‘design’ when purchasing flower teas. Nevertheless, it is also essential to consider ‘flavor’ as a quality factor. It is necessary to differentiate the process and marketing strategies for the development of flower teas.

In the trend toward globalization, cross-cultural teams in organizations are becoming more and more common. In particular, the influence of China and Western Europe on the global economy is getting increased. With this trend, it is important to understand cross-cultural characteristics for group decision making in managerial environments. This study aims at analyzing cross-cultural differences between China and Western Europe in light of the effect of group discussion in group decision making. An experiment simulating a decision of a car purchase was conducted. A total of 48 subjects (24 Chinese and 24 Western Europeans) assigned in decision groups were asked to judge relative importance ratios of nine factors affecting their purchase decisions using the AHP program developed for the experiment. Three dependent variables (consistency, satisfaction, and consensus) were measured. Chinese were slightly more consistent than Western Europeans in discussion-involved group decision making. In terms of decision satisfaction, Western Europeans were more satisfied with discussion-included decisions than discussion-excluded decisions. Chinese, on the contrary, did not show a significant difference. There was no significant difference between two cultures in decision consensus.

This study aims to subdivide consumers by attributes determined mainly by consumers of fresh ginseng. It is to compare and analyze the characteristics by cluster, and to deduce the implications on distribution and marketing. For this study, a survey was conducted targeting 250 consumers of fresh ginseng. The factors were deduced through performing the exploratory factor analysis on the results of the survey, and the consumers of fresh ginseng were classified through cluster analysis. As a result of the study, the attributes considered for the purchase of fresh ginseng were condensed to the three factors: physical characteristic factor, safety factor, and cultivation indication information factor. With these as the standard, the consumers of fresh ginseng were subdivided into the three clusters: safety-oriented consumption type, label-centered consumption type, and high involvement consumption type. It was found that there were differences in demographic characteristics and attributes considered for purchase of fresh ginseng by cluster analysis. This study suggests the implications for revitalization of the fresh ginseng industry by subdividing consumers of fresh ginseng and suggesting the characteristics by cluster.

The study examined the moderating effects of the relationship among purchase motivation, satisfaction, and loyalty in a farmer-to-consumer direct market. Data were collected from 426 consumers of direct sale agricultural products who visited nine rural villages across the country. The SPSS 15.0 and LISREL 8.80 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Results showed that 'product factor', 'experience factor' and 'economic factor' among purchase motivation had positive effects on satisfaction and satisfaction had positive effects on loyalty. The analysis also indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty. Whereas product and economic factors among purchase motivations had positive effects on satisfaction in the male group, product and experience motivation were important factors for female group. These results could enable direct sales marketers to develop marketing techniques to expand farm sales.

This study aimed to analyze the effect of demographic characteristics of consumers and quality recognition factors on purchase intention of organic wine, and to provide preliminary data necessary for the development of wine industry. By factor analysis of collected surveys, quality recognition factors of both the experienced and non-experienced group of organic wine environment/health, varieties of grapes, price, and four brand elements. First, among demographic characteristics, only income level hae a significant influence on the changes in quality recognition causes. Each of quality recognition causes of organic wine had a significant relation with purchase intent. The result of our analysis suggested that ‘environment/health’ was most influential for the experienced group, and ‘health’ was most influential for the non-experienced group. Therefore, this hypothesis is supported.

This current survey was conducted to examine consumer attitudes toward factors determining beef purchasing and improving distribution systems. The frequency of beef purchasing was shown to reflect social and economic status, where inhabitants in large cities, such as Seoul, with higher salaries showed a higher frequency. In addition, consumers that were in their forties bought beef more frequently than consumers that were in their twenties. Consumers in Seoul and the megalopolis with a monthly income of higher than 200 million won preferred to purchase meat from department stores and discount markets. In contrast, people in small cities with lower incomes tended to buy meat from butcher shops and brand shops. In a question regarding unsatisfaction factors of retail beef, individuals that were in their thirties with a high income had concerns associated with packaging problems. For people under thirty with low income, the consistency of quality and price were the prime concerns. In regards to the beef grading system, consumer response varied between inhabitants, monthly income and age group, where consumers from small cities that were in their twenties and forties with a low income had a negative viewpoint. For the differential beef distribution system, housewives between the ages of 30 and 40 from a small city with an income higher than 200 million won had a positive response; however, a large number of consumers were not familiar with this system. The most demanding beef cuts were in the following order: loin, flank and rib. In addition, the most important factors determining purchasing beef were as follows: price, breed and portion.

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

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 aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

This study was conducted to examine the effects of a healthy dietary life and purchase of environmental-friendly food materials according to a mother's lifestyles of health and sustainability (LOHAS) attitudes. The subjects consisted of 295 mothers. The findings are summarized as follows. The mother's LOHAS attitude index averaged 3.39 points out of 5 points. High LOHAS attitude items were "I participate actively in separating the trash collection" (4.16 points), and "I recycle dresses that I do not wear by taking them to the recycling center" (4.08 points). In contrast, LOHAS attitude items for "I do community service activity on the weekend" (2.57 points), and "I try to serve in the local community" (2.63 points) scored very low. A high LOHAS behavior index occurred for mothers who were "resource saving", whereas "social welfare" scored low. Mother's intention to purchase environmental-friendly food materials averaged 3.61 points. Mother's health dietary life attitude score averaged 3.52 points. When age, monthly income, and the environmental-friendly food materials purchase ratio of the mother was high, the health dietary life performance was high. The LOHAS attitude index of mothers had an impact on the purchase intention of environmental-friendly food materials in resource saving and environmental-friendly oriented propensity groups. The LOHAS attitude index of mothers impacted healthy dietary life in environmental-friendly, family and health oriented propensity groups.