In many situations, consumers have to make a sacrifice (e.g., price premium, loss of personal comfort and efficiency) when choosing a green product over its traditional alternative. Utilizing attribution theory, we offer a set of research propositions as an attempt to explain how consumers may rationalize their perceived sacrifice in making green purchases. First, we posit that consumers’ internal attribution (i.e., individual behaviors cause environmental degradation) enhances their green purchase behavior. Second, internal attribution would generate senses of self-efficacy and guilt, which lead to motivations to accept the perceived sacrifice in purchasing green products. Third, when green purchase indicates a significant sacrifice, consumers tend to develop a coping strategy by switching attribution of responsibility to others, and thus the influence of internal attribution on green purchase will be weakened.

Today’s society has become increasingly sensitive to humanity’s impact on the environment. Corporations are now measured by their scores pertaining to the environment, sustainability, and governance, or benchmarked for their level of corporate social responsibility. Another dimension of individuals’ environmental practices is purchasing merchandise such as clothing in the secondhand market. Consumers’ intention to buy in the secondhand market is rarely just related to economic concerns regarding such purchases, but rather to a deliberate nod to utilizing products fully rather than wasting them, therefore helping to reduce the negative environmental impact caused by human activities.

In recent years, with its amazing online interactive promotion ability, e-commerce live streaming has attracted the attention of theoretical scholars and practical experts. This study takes “co-presence (CP) ” and “social presence (SP) ”, which are the prominent features of e-commerce live streaming, as the breakthrough point to explore the mechanism of the influence of co-presence and social presence on purchase intention. In this study, consumers with e-commerce live streaming watching experience are taken as participants, and the method of structural equation modeling is used. It is found that: presence significantly impacts flow experience and consumer purchase intention, while the impact of the two kinds of presence (SP, CP) is variable. the promotion effect of the two kinds of presence (SP, CP) on consumer purchase intention is completely mediated by flow experience. The mediating effect of co-presence on consumer purchase intention through flow experience is regulated by e-commerce live streaming topicality, but social presence doesn’t.

Emojis have become an important element in human-chatbot interaction to communicate emotion. In addition to facilitating emotional communication, emojis are able to engage consumers, enhance relationship strength and influence consumer behavioural intention. Therefore, it is crucial to understand how the use of emojis affects customer-chatbot rapport and purchase intention in the consumption context.

With about 80% of the global economy expected to shift to the global market by 2030, exports of reverse direct purchase products, in which foreign consumers purchase products from online shopping malls in Korea, are growing 55% annually. As of 2021, sales of reverse direct purchases in South Korea increased 50.6% from the previous year, surpassing 40 million. In order for domestic SMEs(Small and medium sized enterprises) to enter overseas markets, it is important to come up with export strategies based on various market analysis information, but for domestic small and medium-sized sellers, entry barriers are high, such as lack of information on overseas markets and difficulty in selecting local preferred products and determining competitive sales prices. This study develops an AI-based product recommendation and sales price estimation model to collect and analyze global shopping malls and product trends to provide marketing information that presents promising and appropriate product sales prices to small and medium-sized sellers who have difficulty collecting global market information. The product recommendation model is based on the LTR (Learning To Rank) methodology. As a result of comparing performance with nDCG, the Pair-wise-based XGBoost-LambdaMART Model was measured to be excellent. The sales price estimation model uses a regression algorithm. According to the R-Squared value, the Light Gradient Boosting Machine performs best in this model.

This study investigates (1) the consumer characteristics of fresh-cut produce in Korea and (2) the expected taste of fresh-cut produce. To accomplish the first goal of this study, food purchase data from household panels collected by the Rural Development Administration from 2017 to 2020 were used. Further, an online survey was conducted about the expected taste regarding fresh-cut fruits and vegetables. The results revealed that younger consumers with more expenses on fresh fruits tend to buy more fresh-cut fruits. Similarly, younger consumers with more expenses on fresh vegetables and higher household incomes tend to purchase more fresh-cut vegetables. Furthermore, consumers expect more convenience from fresh-cut apples but less tastiness from fresh-cut apples than whole apples.

본 논문은 가정간편식(Home Meal Replacement, HMR) 이용경험과 만족도가 HMR 구매확대의향에 미치는 영향을 분석하는 데 목적이 있다. 이를 위해 2021년 실시한 가공식품 소비자태도조사(온라인조사) 데이터를 사용하였다. 분석 결과 HMR 이용 경험이 많을수록 향후 HMR 구매확대 가능성이 높은 것으로 나타났다. HMR에 대한 요인별 만족도의 경우, 맛과 편의성에 대한 만족도가 높을수록 HMR 구매의향이 높은 것으로 분석되었다. 따라서 식품 제조사와 유통사들은 특히 맛과 편의성에 대한 만족도를 중점적으로 높이기 위해 제품 개발 및 마케팅 전략을 수립할 필요가 있다.

본 연구는 식품 영역에서 제품 패키지의 광택이 소비자들이 인식하는 기업 친환경성과 제품 품질에 미치는 영향을 확인하고, 최종적으로 구매의도에 차이를 유발하는지 확인하고자 실시되었다. 실험 참가자들은 패키지에 광택이 도 는 유광 조건과 광택이 없는 무광 조건으로 무선 할당되었으며, 케첩과 감자칩 제품을 보고 기업 친환경성 인식, 품질인식, 구매의도를 묻는 문항들에 응답하였다. 연구 결과, 소비자들은 무광 패키지 제품을 제조한 기업이 유광 패키지 제품을 제조한 기업보다 더 유기농 재료를 사용할 것이며, 더 친환경적일 것이라고 인식하였다. 또한 소비자 들은 기업이 친환경적일 것이라고 인식할수록 제품의 품질을 높게 평가하였으며, 더 높은 구매의도를 보였다. 본 연구는 패키지 광택의 효과를 친환경 식품 영역에서 기업 이미지 인식에까지 확장하였으며, 패키지 광택을 이용한 친환경 마케팅 방식을 제안했다는 점에서 이론적, 실무적 의의를 가진다. 본 연구의 한계, 가능한 향후 연구 방향도 함께 논의하였다.

The The purpose of this study is to establish evaluation criteria for the purchase of electric vehicles and to present an evaluation model using quantitative scales for evaluation factors. This study was limited to the study of purchasing factors related to electric vehicles, and the spatial scope was limited to potential buyers in their 20s to 50s living in the Daejeon area. Based on the survey, the factors affecting the purchase factors (energy economics, image, performance, maintenance, price) were examined using the AHP method, and the priorities were analyzed to determine how much influence these factors have on the purchase of electric vehicles. In addition, in order to verify the logical consistency of the survey items, a consistency ratio test (c) was conducted. Through this study, priority considerations for the purchase of electric vehicles were presented, and information on future consumer interest in electric vehicles was conducted. It is judged to be able to provide an opportunity to provide various services for each layer.

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z’s journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M’s journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2–4 years, and 95.1% of people used it for 2–3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer’ recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the “fashion entertainment” characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

Many studies have suggested that e-commerce value creation potential depends on four interdependent factors Lock-In, Complementarity, Efficiency, and Novelty. In order to survive in the recent fierce competition, companies have also secured e-Trust that strengthens long-term business relationships by reducing consumer uncertainty. This study, while analyzing the value creation factors (Lock-in, Complementarity, Efficiency, Novelty, e-Trust) of recent e-commerce (online shopping mall) companies from the point of view of purchase intention, customer value (Functional value, Emotional value, Social value) We present an academic proposition that can also examine the mediating effect of value). First, through previous studies on value-based strategy and value creation in e-commerce, various discussions on the theoretical background necessary for effective value-based strategy establishment and strategy execution of e-commerce (online shopping mall) companies were reviewed. Second, it provides academic discussion and practical implications by presenting academic propositions on the value creation factors of e-commerce (online shopping mall) companies, purchase intentions, and customer value, and confirming the basis through empirical analysis.

The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer’s attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer’s number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

이 연구의 목적은 주거지와 소득에 따른 베이커리 제품 구매 속성과 형태에 대해서 조사하 였다. 일반적인 사항에서 전체 1,235명 중의 여성이 59.6%, 남성이 40.4%로 여성이 남성보다 조금 더 많았으며, 주거지는 서울 대도시 지역이 53.0%, 중소도시 지역이 47.0%였다. 베이커리 제품의 선호도에 서 ‘일반 식빵과 단과자 빵류’가 56.5%로 가장 많았고, ‘샌드위치류’ 26.0%, ‘천연 발효빵과 건강빵’ 24.5%, ‘케익류’ 20.6%, ‘빵과 함께 커피, 음료’ 17.2% 순이었다. 소득에 있어서는 소득이 높아질수록 ‘천연 발효빵과 건강빵’을 선호하였으며(p<0.001), 소득이 낮아질수록 ‘조각 케익’(p<0.001)과 ‘샌드위치 류’(p<0.001)를 선호하였다. 베이커리 제품의 만족도에서는 ‘품질과 맛’(M=3.76), ‘신선도’(M=3.64), ‘양 질의 재료’(M=3.40), ‘기능성 제품판매’(M=3.31), ‘영양성분’(M=3.24) 순으로 나타났으며, 주거지에 있 어서 서울 대도시 사람과 중소도시에 거주하는 사람 모두 ‘품질과 맛’(p<0.05), ‘신선도’(p<0.05)를 중요 하게 생각하였다.

Consumers have an increasingly active role in the marketing cycle, using social media channels to create, distribute, and consume digital content. In this context, this paper investigates the impact of user- and marketer-generated content on consumer purchase intentions and the approach to designing an effective social media marketing platform. Referencing a literature review of social media marketing and consumer purchase intentions, a case study of the social media-marketing platform, 0.8L, was undertaken using both qualitative and quantitative results through content analysis and a participatory survey. First, about 450 consumer reviews for ten sunscreen products posted on the 0.8L platform were compared with products’ marketer-generated content. Next, 55 subjects participated in a survey regarding purchase intentions toward moisturizing creams on the 0.8L platform. The results indicated that user-generated content (i.e., texts and photos) provided more personal experiences of the product usage process, whereas marketers focused on distinctive product photos and features. Moreover, customer reviews (particularly high volume and narrative format) had more impact on purchase decisions than marketer information in the online cosmetics market. Real users’ honest reviews (both positive and negative) were found to aid companies’ prompt and straightforward assessment of newly released products. In addition to the importance of customer-driven marketing practices, distinctive user experience design features of a competitive social media-marketing platform are identified to facilitate the creation and sharing of sincere customer reviews that resonate with potential buyers.

목적 : 본 연구는 한국과 중국에 소재한 동일한 안경원 환경에서 한국 소비자와 중국 소비자간의 안경구매패턴의 차이를 분석하고자 하였다. 방법 : 한국 소비자와 중국 소비자의 안경 구매패턴의 차이를 비교하기 위해 한국(경기도)과 중국(지린성)에 위치한 동일한 프랜차이즈 안경원을 선정하였다. 4개 연령대(21~30세, 31~40세, 41~50세, 50세 이상)의 고객 800명(한국 400명, 중국 400명)의 안경 구매 내역을 후행적 방법으로 수집하였다. 구매 정보는 개인정보 데이터를 제외한 구매한 안경테 종류, 안경렌즈 종류 그리고 렌즈의 굴절률만을 수집하였다. 분석은 기술적 분석과 Chi-squar 및 Z-test 분석을 하였다. 결과 : 한국과 중국 소비자의 안경테 선택 비율 분포(Chi-Square =190.91, df=6, p<0.001)에 통계적 유의성이 있었다. Z-test 결과 한국 소비자는 콤비, 울템, 솔텍스 안경테를, 중국 소비자는 TR, 티타늄 안경테를 더 많이 구매한 것으로 나타났다. 안경 렌즈 종류의 경우, 한국과 중국 소비자 사이에 렌즈 선택 비율의 분포에 통계적 유의성이 있었다(Chi-Square =195.98, df=4, p<0.001). 중국 소비자가 한국 소비자보다 자외선 차단 렌즈를 더 많이 구매했고, 한국 소비자는 PAL(Progressive Addition Lens)을 더 많이 구매했다. 렌즈 굴절률의 경우 한국과 중국 소비자)간 구매 분포에 통계적 유의성이 있었으며(Chi-Square=13.98, df=2, p<0.001), 한국 소비자 의 54.50%가 1.6 렌즈를 구매하였고, 중국 소비자의 54.50%가 1.56 렌즈를 구매하였다. 결론 : 본 연구에서는 중국 소비자가 안경관련 제품을 구매할 때 한국 소비자와는 다른 소비자 구매 성향을 보인다는 사실이 확인됐다. 또한 연령대별로 구매되는 제품도 많은 차이가 있는 것으로 조사되었다. 따라서 향후 해외 진출시 현지인의 기호를 정확하게 이해하고, 맞춤형 제품 구성 및 마케팅 활동이 필요하다.