본 연구는 여성 소비자의 외모만족도가 아이 메이크업 관심도 및 메이크업 관리행동에 미치는 영향을 검증하고, 아이 메이크업 화장품 시장에서의 마케팅 전략 수립 및 화장품 개발의 기초 자료를 제공 하고자 하였다. 수도권 지역의 20-50대 여성을 대상으로 399부의 자료를 최종 분석하여 사용하였다. 연구 결과, 첫째, 일반적 특성에 따른 외모만족도, 아이 메이크업 관심도, 아이 메이크업 관리행동에서는 각 요 인에 따라 차이가 나타났으나, 아이 메이크업에 대한 관심은 자신에 대한 관리로부터 시작되며 유행을 따 르는 것에 관심을 가지는 것을 알 수 있었다. 둘째, 외모만족도가 아이 메이크업 관심도에 미치는 영향에서 는 이목구비에 대한 외모만족도가 높을수록 아이 메이크업 관심도가 높게 나타났다. 셋째, 외모만족도가 아이 메이크업 관리행동에 미치는 영향에서는 피부상태에 대한 외모만족도가 높을수록 유행선도형 메이크 업 관리행동이 높게 나타났다. 결론적으로 외모만족도가 높을수록 아이 메이크업 관심도가 높아지고 메이 크업 관리행동에 영향을 미치는 것을 알 수 있었다.

The purpose of this research was to examine the preferences of five traditional Korean drinks and analyze the factors affecting the preferences of children aged 7-12 in Korea, Vietnam, and China. The samples used in a sensory test were omija-cha, yuza-cha, sujeonggwa, sikhye and misutgaru. The test was performed to examine the overall, appearance (color), odor, taste and mouth-feeling and a sweetness intensity using 5 point hedonic scale (1=dislike extremely, 5=like extremely) and, check-all-that-apply (CATA) method was performed to determine preference and non-preferences factors. The preference of all samples except sujeonggwa showed significant differences in all items of the preferences (p<0.001). Almost items of the preference was rated more than 4 points in Chinese and Korea children. The sweetness intensity showed also significant differences in all items of the preferences except sujeonggwa (p<0.001), and evaluated as not sweetappropriate with the score between 2 and 3 points. Sweetness, color, mouth-feeling, familiar flavor and healthy feeling was selected for the factors affecting the preferences. In conclusion, the result of this study determine the preferences and the affecting factors for the traditional Korean drinks in children of Korea, Vietnam, and China.

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.

This study analyzed the effects of fashion creators’ innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators’ real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers’ emotional and cognitive responses. Emotional and cognitive responses positively affected consumers’ sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

The aim of this study was to provide data to enable the development of skateboarding pants. From the Chinese skateboard club SNS, 126 skateboarders in their 20s and 30s were chosen to participate in a survey. Data was gathered using a questionnaire from May 14 to May 28, 2021, and then analyzed using SPSS 23. The results concerning production were as follows: clothing sizes are generally divided into six stages: XS, S, M, L, XL, and 2XL. The silhouette is wide, and most pants have e-bands and normal hems. The pants are made from cotton-blend fabric, which is mostly moistureabsorbing and quick-drying. Baggy pants are preferred by skateboarders, with cotton being the most common fabric. The crotch, knees, and buttocks of pants are the least satisfying for skateboarders. When they skateboard, their ankles sustain the most injuries, followed by their knees and wrists. In the survey of consumers’ preferences for skateboarding pants, different styles were rated in the following order: straight pant silhouette, ribbed knit and string waistband design; full-rise waist height, string hemline design; and ankle-high pants length (fit), fabric and design. The hygroscopicity and ventilation of the fabric are crucial considerations when purchasing pants. In terms of color, chromatic and pastel colors are most popular. In addition, some people expect new fibers to be used and expect protective equipment and pants to be integrated.

The purpose of this study was to compare and analyze the importance and satisfaction of consumer selective attributes by home meal replacement (HMR) types using local ingredients. This study was conducted from December 4 to December 8, 2020. A total of 380 responses organized according to preferred types of HMR (100 for Ready to Eat (RTE), 92 for Ready to Heat (RTH), 88 for Ready to Cook (RTC), 100 for Ready to Prepared (RTP) were used for the final analysis. Statistical analysis was conducted by descriptive analysis, paired t-test, and importance-satisfaction analysis by HMR type. Findings of this study showed significant differences in consumer selective attributes by HMR type. RTE and RTC need to improve quality while RTH needs to improve quality and packaging. Notable selective attributes were quality, packaging, and information. They were located in different quadrants of each HMR type. All other attributes appeared in the same quadrant. Further research is needed to determine differences in quality, packaging, and information for each HMR type. Results of this study provide basic data for developing products and marketing strategies for each type of HMR products using local ingredients.

The purpose of this study was to estimate the influence of the determinants for home meal replacement (HMR) purchase frequency before and after COVID-19. Multinomial logistic regression was applied to the 2018~2020 Consumer Behavior Survey for Food data from the Korea Rural Economic Institute (KREI). Gender, age, number of households, monthly income, use of eating out, delivery and takeout order service, HMR food safety concern, the frequency of cooking at home, grocery shopping, and eating alone were applied as the explanatory variables to explain HMR purchase frequency. The results are as below. Compared to the previous year, the growth rate of HMR purchase frequency in 2020 was relatively high, indicating that the COVID-19 outbreak acted as a catalyst. Unlike in 2018 and 2019, there was no statistical difference in the HMR purchase frequency between single- and multi-person households in 2020, with indicating multi-person households began to emerge as one of the major HMR consumption groups. Unlike 2018, the 2020 HMR purchase frequency showed a statistically positive relationship with those of grocery shopping and eating alone. There was a positive relationship between the frequency of eating out/food delivery orders and HMR purchases. The more often cooking at home occurred, the less HMR food was purchased.

The purpose of this study is to compare short-term price predictive power among ARMA ARMAX and VAR forecasting models based on the MDM test using monthly consumer price data of frozen mackerel. This study also aims to help policymakers and economic actors make reasonable choices in the market on monthly consumer price of frozen mackerel. To analyze this study, the frozen wholesale prices and new consumer prices were used as variables while the price time series data were used from December 2013 to July 2021. Through the unit root test, it was confirmed that the time series variables employed in the models were stable while the level variables were used for analysis. As a result of conducting information standards and Granger causality tests, it was found that the wholesale prices and fresh consumer prices from the previous month have affected the frozen consumer prices. Then, the model with the highest predictive power was selected by RMSE, RMSPE, MAE, MAPE, and Theil’s inequality coefficient criteria where the predictive power was compared by the MDM test in order to examine which model is superior. As a result of the analysis, ARMAX(1,1) with the frozen wholesale, ARMAX(1,1) with the fresh consumer model and VAR model were selected. Through the five criteria and MDM tests, the VAR model was selected as the superior model in predicting the monthly consumer price of frozen mackerel.

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.

본 논문은 필리핀 로컬 스페셜티 커피에 대한 소비자의 선호도를 밝히고 일반커피 대비 스페셜티 커피에 대해 소비자들이 부여하는 가치를 추정하는 것에 목적이 있다. 특히 소비자 잉여를 극대화하는 스페셜티 커피의 최적 가격을 분석하여 커피 농가를 포함한 생산자, 투자자들의 이해를 높이고자 하였다. 주 요 연구 결과는 다음과 같다. 1. 응답자들의 연령 및 성별에 따라 소비하는 커피의 형태가 다르게 나타남. 그러나 공통적으로 주로 아침에, 집에서, 습관적으로 커피를 섭취함. 가장 선호하는 커피의 맛은 단맛과 쓴맛임. 대부분의 소비자들은 양조 커피, 압착 커피를 소비함. 2. 고품질의 원두를 엄선하여 만들어지는 스페셜티 등급의 커피 한 잔에 대한 소비자의 평균 지불의사가격은 일반 커피 (42페소) 대비 271% 높은 156페소(약 3.2달러)로 분석됨. 연령이 어릴수록, 학력과 소득이 높을수록, 스페셜티 커피에 대한 사전적 인지도가 높을수록, 향후 스페셜티 커피에 대한 구매 의사가 강할수록 스페셜티 커피에 보다 높은 지불의사가격을 표현함. 3. 로컬 스페셜티 커피는 원두 구매, 가공 및 로스팅, 등급 평가 비용이 발생하여 적절한 가격 인상이 요구됨. 기존 일반 커피 가격대비 40% 인상까지 소비자 후생이 증가하는 것으로 나타나는 반면, 스페셜티 커피 가격이 일반커피 가격대비 50% 이상 인상되는 경우에는 소비자들의 후생이 감소하는 것으로 나타남. 4. 필리핀 소비자들이 지역에서 생산된 스페셜티 커피에 대한 높은 선호를 갖고 있다는 점을 고려하면 현지 스페셜티 커피에 대한 대대적인 홍보가 로컬 스페셜티 커피에 대한 인지도를 높이고 시장 확대로 이어질 수 있음. 이는 필리핀 커피 로드맵, 필리핀 농무부의 지속 가능한 발전 계획 목표 달성에 기여할 것임.

식용곤충 함유 반려동물 식품 시장의 성장 요인을 확인하기 위하여, 반려동물 식품시장 규모가 가장 큰 국가가 미국임을 고려하여 미국인 소비자를 대상으로 식용곤충 함유 반려동물 식품에 대한 인식과 태도를 분석하였다. 연구는 반려견을 키우는 재한 미국인 16명을 두 그룹으로 나누어 심층토론 방식으로 다음과 같은 세 가지 상황에서 진행하였다. 먼저 식용곤충 함유 반려동물 식품에 대한 자유 연상 인식을 관찰하였고, 이후 식용곤충 함유 반려동물 식품 관련 언론 정보를 제공한 후 이에 대한 태도를 분석하였으며, 마지막으로 실제 제품을 제시하여 구매 맥락에서의 소비자 태도를 확인하였다. 분석 결과, 참여자들은 식용곤충 원료에 대해 자유 연상 시 ‘친환경적인’, ‘지속가능한’과 같은 환경적 가치에 대한 인식이 높고 이와 관련한 구체적 언론 정보에 대해서도 긍정적인 태도를 보였지만, 구매 맥락에서는 오히려 환경적 가치보다 ‘저 알레르기’, ‘고단백질’, ‘피부/모질 개선’ 등과 같은 영양 및 건강기능적 가치를 중요하게 여기는 것으로 나타났다. 한편, ‘식용곤충 원료에 대한 거부감’은 일반 식품과 마찬가지로 반려동물 식품에서도 여전히 가장 중요한 부정적 요소로 나타났다. 본 연구 결과는 미국인 소비자들을 대상으로 세 가지 상황에서 식용곤충 함유 반려동물 식품의 환경적, 영양적, 건강기능적 가치에 대한 인식과 태도를 조사함으로써 식용곤충 원료 산업에서 시도하고 있는 반려동물 식품 시장 진출 전망에 대한 가능성을 확인한 것에 의의가 있다.

본 연구는 코로나-19 환경에서 소비자가 인식하는 골프 어플리케이션(App)특성이 몰입정도와 소비행동에 관하여 인과 관계(SEM)를 적용하여 골퍼들이 인식하는 어플리케이션 서비스를 탐색하고, COVID-19 이후 골프산업을 예측하기 위한 기초자료를 제공하고자 하였다. 이를 위해 2021년 6월 1일 ~ 8월 10일까지 표본계획에 의해 모바일 서베이(URL)를 사용하여 총 235명을 분석에 사용했다. 결과를 도출하였다. 첫째, 어플리케이션의 이동성, 신뢰성 특성이 몰입증진에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 둘째, 몰입증진은 소비행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 마지막으로 어플리케이션의 정보성, 이동성 특성이 소비행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 가설이 되었다.

This study investigated the physicochemical properties and acceptability of yellow layer cake prepared using various levels of wet-milled rice flour (RF). RF was used to substitute 0% (control group), 15% (RF-15 group), 30% (RF-30 group) and 45% (RF-45 group) of wheat flour (WF) to manufacture yellow layer cakes. The substitution of WF with RF showed no significant effect on the pH but decreased the specific gravity and viscosity of the batter. Baking loss rates ranged from 4.65% to 5.03%, showing no significant difference among samples. In the color measurement, the experimental groups showed higher redness (a) and yellowness (b) than the control group (p<0.05). The experimental groups showed lower gumminess and chewiness than the control group. According to the results of intensity measurement of sensory properties, the RF-30 and RF-45 groups showed stronger intensities for darkness, sweetness, moistness and softness than the control group. The acceptance test found that the RF-45 group had significantly higher or similar results for all acceptance attributes than the control group. These results indicate that RF addition as a replacement of WF at a ratio of 45% is optimal for producing yellow layer cakes.

This study analyzed consumer needs for the development of elderly-friendly HMR products in China. In developing the products, items needed to be improved, types and packages of the necessary products, additional improvements and food preferences were investigated. According to the demographic characteristics of elderly Chinese consumers, these was analyzed as well. A survey was conducted on a total of 370 elderly people, and data analysis was performed using SPSS 18.0 program. Items related to product quality safety, such as “marks of origin by ingredient”, “rich nutrients”, “expansion of letter size of packaging”, “rich nutrients” and “clear manufacturing date and expiration date”, were required to develop HMR products. The types of products that should be developed were porridge and noodles, and the packaging types that should be developed were eco-friendly packaging and recycled packaging. In addition, “low-calorie HMR”, “development of various seasonings”, “use of eco-friendly food ingredients” and “HMR to digest easily” should be improved. The demand for product improvement and food preference showed significant differences according to the degree of education, monthly income and oral health. The results were intended to prepare basic data for setting the direction when developing elderlyfriendly HMR.

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers’ perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers’ perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city’s non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers’ purchase intention; in particular, trust in the seller had a greater influence on consumers’ purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers’ brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers’ behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

본 연구는 뷰티 인플루언서 마케팅의 중요한 소비계층인 20-30대 여성 소비자를 대상으로 뷰티 인플루언서의 특성이 메이크업행동과 색조화장품 구매의도에 어떠한 영향을 미치는지 규명하고자 하였다. 더불어 뷰티 인플루언서를 활용한 색조화장품 마케팅 및 시장 확대에 도움이 되는 기초정보를 제공하기 위해 수행되었다. 설문지는 서울 및 수도권 지역에 총 563부를 배포하였으며, 최종 531부를 분석 자료로 사용하였다. 연구 결과, 인구통계학적 특성(연령별)에 따른 뷰티 인플루언서 특성의 영향 요인은 신뢰도, 전문도에 따라 차이가 있는 것을 확인하였다. 뷰티 인플루언서 특성의 하위요인별 신뢰도와 전달능력은 모든 메이크업행동에 정(+)의 영향, 전문도는 베이스 메이크업에만 정(+)의 영향, 색조화장품 구매의도에는 신뢰도, 전달능력, 매력도가 정(+)의 영향을 미치는 것으로 나타났으며, 그 중 신뢰도가 가장 큰 정(+) 의 영향을 미치는 것으로 나타났다. 따라서 뷰티 인플루언서 특성을 바탕으로 소비자와 소통·공감하고, 보다 다양한 메이크업 및 색조화장품 관련 정보를 더욱 정직하게 전달함으로써 장기적인 관계 유지를 위해 노력해야 할 것이다.