본 연구는 우리나라 소비자의 개인주의화에 따라 일본에 대한 적대감에 변화가 발생할 수 있다는 관점에서 접근하는 연구이다. 구체적으로 본 연구에서는 개인주의 성향이 높은 소비자는 상대적으로 일본에 대한 적대감이 낮으며, 일본 브랜드 평가에 있어서도 적대감에 영향을 받는 정도가 낮을 수 있다는 주장을 제기한다. 이를 위해서 본 연구는 304명의 성인 소비자를 대상으로 4개의 일본 브랜드에 관해 설문조사를 수행했다. 검증 결과, 소비자의 개인주의 성향이 일본에 대한 적대감 인식에 영향을 미치는 동시에 소비자 적대감 효과를 조절한다는 연구 가설이 확인되었다. 동시에 소비자의 브랜드 친숙도도 적대감 효과를 조절하는 것으로 나타났다. 본 연구의 결과는 소비자의 사회심리적 요인과 특성에 따라 소비자 적대감과 그 영향력이 달라질 수 있다는 가능성을 제시하여 학술적으로 의미가 있는 것으로 평가된다. 동시에 우리나라 소비자가 개인주의화가 진행함에 따라 소비자 적대감과 같은 요인들에 영향을 받는 정도가 줄어들 수 있음을 시사해준다.

The purpose of this study is to analyze the LOHAS tendency of new seniors' and its effects on the attitude and purchase intention for environmental-friendly food materials. Data were collected through a questionnaire survey from random sample of 162 senior customers in Seoul and Kyunggi area. The LOHAS tendency of new seniors can be divided into three factors; environmental-friendly, sustainability and sociality. Environmental problems affected the environmental-friendly factor the most while manufacturing techniques for sustainable products and recycling habits were key variables for the sustainability factor. The idea of companies sharing their value system of LOHAS tendency was the most significant for the sociality factor. Each of these LOHAS tendency factors influenced the purchase intention of the new seniors.

This study examined 389 customers visiting restaurants located in the Guemo mountain resort who filled out self-administered questionnaires. The results showed that 60% of the participants dined out monthly. The 30 to 40-year-old age group did so the most frequently, dining out one to two times weekly. For men, the favorite menu item was the sanchejeongsik along side traditional liquor and for women was the samgaetang. By age, the 20, 30, and 60-year olds selected samgaetang as their favorite, the 40-year-olds selected traditional liquor, and the 50-year-olds selected the sanchejungsik. The reasons for selecting the dishes were because participants previously enjoyed them or considered the dishes healthy, regardless of sex or age. Participants suggested that the sanchejeongsik and samgaetang be promoted for tourism, without significant differences between gender. The current findings suggest that the quality of certain local menu such as sanchejungsik and samgaetang could be improved to become more nutritious for future customers. Also, traditional Korean liquor may become even more popular with visitors to the Guemo mountain resort if paired with simple menu items such as jeon or muk.

본 연구는 최근 급격한 성장을 하고 있는 인터넷 쇼핑이 보편적인 소비채널로 자리잡아 가며 소비자의 의사 결정 구조까지 변화시키고 있음을 인식하고 화훼디자인 상품의 인터넷 마케팅과 소비자와의 관계를 살 펴보고자 하였다. 현재 인터넷 시장의 현황과 화훼디자 인 상품 소비에 대한 문헌고찰 후 설문을 통해 서울·경 기 지역을 중심으로 총 448부의 실증 조사를 실시하였 다. 화훼디자인 상품의 인터넷을 통한 구매자는 전체 설문 조사자 중 34%로 31~35세의 여성의 회사원이 가장 많았으며, 월평균 가정의 수입, 결혼 유무, 거주 지역에 따른 구매차이는 없었다. 인터넷 쇼핑몰 화훼디 자인 상품의 구매 시 불안요소 또는 구매하고 싶지 않은 이유로는 인터넷상과 실제로 구매했을 시의 색감, 디자인, 신선도 등의 차이점에 대한 우려가 가장 높게 나타났다. 화훼디자인 상품의 인터넷을 통한 구매자와 쇼핑성향을 살펴보면 경제적 쇼핑성향이 가장 높게 나 타났고 다음으로 유행추구 쇼핑성향이 높게 나타났다. 종류로는 꽃다발, 꽃바구니, 식물류, 난, 개인연회, 기 념일 이벤트와 정(+)의 상관관계를 나타냈다. 인터넷 사용 목적과 쇼핑성향을 살펴보면 인터넷을 통한 화훼 디자인 상품의 구매자의 모든 쇼핑성향은 인터넷쇼핑 과 상관관계가 높아 인터넷쇼핑을 자주 이용하는 사람 들의 화훼디자인 상품의 구매 가능성이 높은 것으로 보여진다. 따라서 본 연구를 통해 화훼디자인 상품에 대한 인터넷 시장의 높은 성장 가능성을 보여주며, 변 화하는 소비자의 다양한 특징과 화훼디자인 제품의 연 관관계를 알 수 있었다.

이 연구는 목재수납장의 잠재적 구매자를 대상으로 소비성향 및 사회․경제적 특성에 따른 산림인증의 인식정도를 파악하기 위해 수행하였다. 총 90부의 설문지 중 유효부수 88부를 분석한 결과, SFM과 FSC 에 대한 전체 응답자의 인식도는 평균 2.25와 2.20(5점 리커트 기준)으로 비교적 낮게 나타났다. 친환경 그룹과 비친환경 그룹의 응답자는 80.7％와 18.2％의 비중을 차지하였으며, 모든 설문항목에 대해 그룹 간 유의한 차이를 나타냈다. 각 그룹 내에서 SFM과 FSC를 인식하고 있는 응답자는 친환경 그룹이 약 3 1％, 비친환경 그룹이 5.6％(SFM)와 2.8％(FSC)를 차지하였다. 소비자 유형별 응답자의 사회․경제적 특성은 친환경 그룹의 기혼율과 평균연령 및 월평균 가계소득이 비친환경 그룹에 비해 약 1.3배 이상 높은 것으로 나타났다.

We identified the intake pattern and consumption propensity of milk and sought improvements to promote consumption of milk. We targeted 362 preschool children aged 5~7 years old who attended nursery school in the Bucheon area. Questionnaires were distributed and 328 questionnaires were collected. Approximately 36.2% of boys and 31.2% of gorls drank milk six times per week. A total of 32.9% of the preschool children drank more than 2 cups of milk/day. Approximately 72.9% of them currently drink white milk, and 46.0% preferred milk to processed milk. The reasons why they drink milk included ``want to be tall``(66.5%) and ``good health``(52.4%). Mothers(54.6%)and preschool children(39.3%) were the purchasers with the greatest impact on product purchases. Consumer propensity to buy milk was shown in the order of expiration date(4.80 points), and nutrition facts(4.01 points). (4.88 points) and enhanced nutrients(4.59 points) should be promoted for milk consumption. Therefore, it is thought that continuous nutrition education should be made together in order to increase consumption of milk of children and education targeting teachers and school parents should be conducted as well. And in order for children to drink milk without repulsion, the development of various products satisfying both symbolic aspects and nutritional aspects should continue to be made.

We conducted a study to investigate milk and dairy products consumption among elementary school students to identify ways to increase their intake of milk and dairy products. We asked 518 students in Seoul to fill out questionnaire. Only 55.6% of the subjects consumed milk daily, and 43.7% of them drank at least 1 cup per day. The frequency and quantity of milk consumption were higher in male students than female students. The majority of the subjects consumed whole milk, and most students(59.5%) preferred flavored milk to whole milk. The reasons given for drinking milk included ``wanting to be tall``(66.1%) and ``for good health``(47.1%), while the main reason given for not drinking milk was stomach pain (68.4%). Records of having an unpleasant experience and upset stomach after drinking milk occurred at a higher rate for those who did not drink milk(84.2%) than for those who did(53.3%). Of the students questioned, 36.9% consumed dairy products other than milk 3～4 times per week, and liquid-type yoghurt(43.8%) and ice cream(35.4%) were the preferred dairy products among students. The reasons given for consuming dairy products were ``good taste``(56.6%), ``good to eat``(46.6%), ``wanting to be tall``(32.4%), and ``for good health``(25.4%). Among those students who did not consumed dairy products, the major reason given was ``family does not eat at home``(33.3%). After consuming the dairy products, 71.4% of participants thought that dairy products did not result in physical improvement. Most students had experienced purchasing milk and dairy products by themselves. When they bought milk or dairy products, the reasons given for making a particular selection were ``shelf-life``(61.6%) for milk, and ``favorite dairy products``(54.1%) for dairy products. According to participants, the factors that need to be considered for milk and dairy product consumption among elementary school students are ``higher nutrition`` (60.8%), ``better sanitation``(57.3%), and ``better quality and taste``(55.2%).

목 적: 대구 지역 20대 안경 소비자들과 안경광학과 학생들의 안경 구매 성향의 요소와 두 집단의 구매 요구에 대한 차이에 대해 알아보고자 하였다. 방 법: 대구시 중구에서 20대 안경 착용자 200명과 안경광학과 재학생 200명을 대상으로 안경테 선택기준, 선호하는 안경원 내부 환경, 검사소요 시간, 안경 조제 및 가공의 적정 기간, 안경원 내에서의 안경사 직무 세분화에 대한 인식에 대해 직접 설문 조사를 실시하였다. 결 과: 대구 지역 20대 안경 착용자들은 개성적인 환경의 안경원(41%)에서 자신의 패션 스타일에 맞추어 안경테를 선택하고 있으며(72%), 10~20분 내에 시력 검사를 하고(53%) 당일 바로 조제된 안경이 피팅되기를 원하며(47%), 이 모든 과정이 한 명의 담당자가 수행해 주기를 원하거나(47%), 시력 검사, 안경 조제, 상품 선택의 과정이 세분화된 담당자에 의해 이루어지기를 원하고 있었다(46%). 안경광학과 학생들은 단색의 조화를 이룬 디자인의 안경원이나(38%) 개성적인 환경의 안경원에서(35%) 본인의 얼굴형에 맞추어 안경테를 선택하고(48%), 10~20분(41%) 또는 20~30분(38%) 동안 검사를 받고, 당일 바로 조제된 안경이 피팅되기를 원하며(65%), 시력 검사, 안경 조제, 상품 선택의 과정이 세분화된 담당자에 의해 이루어지기를 원하고 있었다(55%). 결 론: 본 연구 결과 20대 안경 소비자들은 더욱 개성적인 안경원에서 자신의 패션 스타일에 맞추어 안경을 선택하기를 원하고 있으므로 이들을 고객으로 맞이하게 될 안경광학과 학생들의 생각과는 차이를 보였다. 따라서 안경광학과 재학생들은 이를 고려하여 예비 안경사로서 젊은 고객들의 구매 성향을 이해하고 현장에서 이에 대응할 수 있는 준비가 필요하다고 사료된다.

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.

The consumer acceptance of food is not only affected by the sensory characteristics of food but also by the non-food factors, including food experience, consumption frequency, and food attitudes. Therefore, food attitude scales such as the food neophobic scale, VARSEEK scale, Dutch restrained eating scale, health taste attitude scale, etc. have been developed and effectively used to predict consumer liking and behaviors. Since the globalization of Korean food is currently one of the hottest topics in the Korean food industry, the aim of this study was to identify the tastes and flavors that may represent Korean cuisine. Additionally, an attitudinal scale for Korean taste and flavors was developed, which can then be utilized to predict a consumer’s liking of Korean food. In the first stage of the experiment, the representative taste and flavors of Korean cuisine was surveyed by a Korean culinary expert group (n=23) and general consumers (n=62). As a result of these surveys, 4 types of flavors, hot pepper flavor, ‘goso’ flavor, garlic flavor, and fermented flavor were shown to be the most representative flavors of Korean cuisine. Based on these results, the second stage of the experiment was carried out to develop an attitudinal scale for Korean style flavors. Eleven to 17 questionnaires were developed for each of the 4 types of flavors. The survey consisted of a total of 53 questionnaires and 154 female consumers and 158 male consumers participated in the survey. The data was analyzed by factor analysis. For each type of flavor, the final attitudinal questionnaires were selected based on the following criteria: 1. high absolute factor loading value, 2. carrying clear meaning of the corresponding flavor attitude, and 3. delivering the meaning sufficiently when translated into other language. The final Korean style flavor attitude scale consisted of 7 hot pepper flavor, 6 ‘goso’ flavor, 6 garlic flavor, and 7 fermented flavor questionnaires. In the next step of this study, experiments will be carried out to validate the Korean style flavor attitude scale.

The elderly population in Korea is growing rapidly and their nutritional status is not acceptable. Data were collected from the self-administered questionnaire of 495 free living elderly, over 65years old, in Korea to asses the intake and consumption pattern of milk and dairy products. The questionnaire contains demographics, health related characteristics, and perception on milk, and consumption behaviors of milk and dairy products. Most of the elderly subjects understood that milk is good foods in terms of nutritive value and health. And 67% of the subjects satisfied with the sanitation status of milk on the markets. The kind of milk that majority of the subjects consumed was whole milk, and only 5.1% of them consumed low fat milk. Less than 20% of the subjects consumed milk everyday, living alone group consumed milk less frequently than living with others. It was found that the majority of the elderly subjects did not meet current recommendation for milk. Liquid and curd type yogurt were the major dairy products used among elderly, and the reasons were good taste and digestion. They believed that these kinds of dairy products help constipation and digestion problems. The price of milk was ranked for the first factor needed to be considered for milk and dairy products consumption in elderly korean.

The purpose of this study was to identify the preferred types and consumption patterns of food away from home by socio-demographic factors including cohort groups, sex. and consumption patterns consisting of 6 types. Data were collected from 412 respondents by questionnaire method in April through May 2002. Regression results indicate that sex, age, family income, family type and size as well as the consumption patterns were significant in explaining the determinants of food away from home expenditures. Four logit function (each for Korean, American, Japanese, and bunsik) results showed that each type of food away from home was likely to vary depending on socio-demographic factors (i.e., cohort groups and sex) and the consumption patterns (i.e., convenience and simple, distinction and variety, tradition oriented, foreign design, health and quality oriented, sensible taste and mood). Similarities and differences in food away from home types are discussed, and future implications for food and nutrition specialists as well as food industrial marketers are provided.