This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.

본 연구의 목적은 S-O-R 모델을 기반으로 가상패션쇼 관련 의류 제 품에 대한 소비자 구매의도의 영향 요인을 탐구하고 향후 가상패션쇼의 기획과 홍보, 의류 제품의 전시를 위한 이론적 근거와 시사점을 제시하 는 데 있다. 연구 목적을 달성하기 위해 본 연구는 S-O-R 모델을 기반 으로 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 조건, 전시 효과, 인지와 감정 변수를 활용하여 가상패션쇼 의류 제품에 대한 소비 자 구매의도 모델을 구축했다. 정량 분석 방법을 이용하여 구축된 모델 을 검증하고 소비자 구매의도의 영향 요인을 밝혔다. 연구 결과에 따르 면 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 요소, 전시 효 과가 소비자 인지와 감정에 유의미한 정(+)적인 영향을 미치는 것으로 나타났다. 그리고 소비자 인지와 감정은 가상패션쇼 의류 제품에 대한 구매의도를 높일 수 있음을 검증했다.

This study was conducted to establish a range of sodium reduction acceptable to consumers through collaboration between food and nutrition experts and franchise restaurants to reduce sodium in franchise restaurants. This study was conducted sequentially in 2018 using focus group interview and in-depth interview with experts, development of low-sodium pizza. Sodium content of low-sodium pizza was then analyzed along with preference evaluation of low-sodium pizza. Results of expert interviews showed that gradual sodium reduction was desirable. Sodium-reduced pizzas were manufactured using sauces and toppings that gradually reduced refined salt and soy sauce. Results of physicochemical analysis showed that sodium contents of pizzas were reduced by 5.3%, 7.9%, and 12.7% in the experimental groups P1, P2, and P3, respectively, compared to the control group (487.43 mg/100g). As a result of evaluating the intensity of pizza taste, saltiness and greasiness were lower in sodium-reduced pizza group, while sweetness and spiciness were higher. The preference and willingness to recommend sodium-reduced pizza were the highest for pizza with a 12.7% reduction. A 7-12% reduction in sodium in currently commercially available pizzas had no effect on taste preference. It is viewed positively by consumers. Thus, such reduction can be applied at a realistic level in franchise restaurants.

This study analyzed the status of agrifood consumer competencies and the factors influencing them to provide useful information to improve the quality of life by strengthening the agrifood consumer competencies. The raw data of the 2022 Consumer Behavior Survey for Food collected by the Korea Rural Economic Research Institute were used. The data from 3,321 responses were used for the final analysis. Among the competencies, the average score of the cognitive and practical competencies were 3.543 and 3.459 points, respectively. In addition, the average scores of the specific areas within cognitive competency were 3.587 points for dietary competency, 3.557 points for civic competency, and 3.489 points for purchasing competency. Within practical competency, the average scores of the specific areas were 3.569 points for dietary competency, 3.422 points for civic competency, and 3.392 points for purchasing competency. Gender, age, monthly household income, marital status, administrative district, interest in health, and interest in food safety issues were the significant factors affecting the specific areas within cognitive competency. On the other hand, gender, age, educational level, monthly household income, marital status, administrative district, interest in food safety issues, and each of the areas within cognitive competency had a significant impact on the specific areas of practical competency.

This study examined domestic consumption trends in the development of mushroom-based alternative food products. It found that 85.5% of consumers were aware of alternative foods, with a higher recognition rate among younger age groups and variations based on household composition and monthly income. Additionally, 70% of consumers familiar with alternative foods had tried them. Among those who had not, taste (16%) and purchasing challenges (15%) were the primary barriers. Minced meat was the most commonly consumed alternative (25%), while dumplings (7%) and burgers (1%) were less popular. Notably, dumplings and burgers showed the highest potential for development using mushroom-based ingredients. These findings provide valuable foundational data for advancing mushroom-based alternative food products.

2022년 우리나라의 합계출산율이 0.78명으로 역대 최저를 기록했다. 그러나, 한 국의 최저 출생률 상황에서도 유아용품 시장은 성장하고 있는 특이한 양상을 보이고 있다. 좋은 제품을 원하는 부모의 소비 욕구와 경제적 합리성을 고려한 양육자의 소비 특성은 유아 용품 시장의 양면성을 나타내는 것이다. 그러나 이에 대한 연구는 미비하기에, 본 연구는 유아 용품 소비자의 양면적 특성을 분석하여 소비가치가 태도와 구매 의도에 미치는 영향을 살펴 보고자 하였다. 특히 유아용품 브랜드 유형을 중저가와 프리미엄으로 분류하고 이에 따른 소비 가치와 소비자 행동 간의 상관관계를 조사하여 시장에 유용한 시사점을 도출하고자 하였다. 본 연구에서는 프리미엄 유아용품 브랜드와 중저가 유아용품 브랜드의 양면적 소비자에게 미치는 영향을 탐색하였고, 주요 결과는 다음과 같다. 첫째, 유아용품의 소비가치는 일반적으로 태도에 긍정적인 영향을 미쳤다. 둘째, 사회적 가치는 유아용품의 소비가치 중에서 통계적으로 유의미한 영향을 미치지 않았으나, 프리미엄 유아용품에서는 사회적 가치가 태도에 긍정적인 영향을 미치지만, 중저가 유아용품에서는 부정적인 영향을 미친것으로 나타났다. 셋째, 중저가 유아용품은 기능적 가치의 중요성이 높았다. 넷째, 프리미엄 유아용품과 중저가 유아용품 간의 제품 구매를 통한 감정적 만족도에는 큰 차이가 없었다. 다섯째, 유아용품 구매 시 대다수의 소비자가 이성적 가치와 감정적 가치를 복합적으로 고려하는 양면적 소비자로 나타났다. 실무 적으로는 프리미엄 유아용품과 중저가 유아용품의 차이에 대한 이해를 통해, 사회적 가치에 대한 브랜드 전략의 중요성과 중저가 유아용품에서는 기능성 강조가 효과적일 것임을 강조 하였다. 본 연구를 통해 유아용품 시장의 동향과 소비자 행동에 대한 깊은 이해를 제공하여 기업 들이 효과적인 전략 수립에 기여할 것으로 기대할 수 있다.

본 연구의 목적은 소비자의 속성인 성별과 전공에 따라 패션 인플루언서의 특성과 팔로우 및 관계유지 사이의 관계성을 살펴보고 소비자의 성별에 따라 패션 인플루언서를 팔로우함에 있어 동성편중을 분석하는 것이다. 패션 인플루언서의 특성은 전문성, 호감성, 유사성, 친밀성으로 구분하였으며 특성이 지속적인 관계유지에 유의미한 영향 을 미치는지 분석하였다. 연구방법은 SNS를 활발히 사용하는 20대 남녀를 대상으로 설문지 조사를 실시하였다. SPSS 통계를 사용하여 기술통계, 요인 분석, 신뢰도 분석, 카이제곱 분석, t-test, 회귀분석을 조사하였다. 연구 결과 는 다음과 같았다. 첫째, 남성은 인플루언서의 성별에 영향을 받지 않았으나 여성은 여성 인플루언서를 유의미하게 팔로우 하는 것으로 나타났다. 둘째, 지속적인 관계를 유지하는데 성별과 전공에 관계없이 공통적으로 전문성과 호 감성이 유의미한 영향을 미쳤으나, 여성과 패션 비전공자는 친밀성 또한 중시하는 것으로 나타났다. 이러한 결과는 지속적인 관계유지를 위해 전문적인 지식 전달과 함께 소비자에게 호감을 줄 수 있도록 노력해야 함을 시사한다.

본 연구는 최근 확산되고 있는 한국 사회의 개인주의화가 한국 소비자의 세계주의화와 외국 제품 평가에 미치는 영향을 분석하고자 하는 연구이다. 구체적으로, 본 연구에서는 근대화 이론(modernization theory: Weber, 1922) 을 바탕으로 소비자 개인주의가 소비자 세계주의 성향과 소비자 적대감에 미치는 영향을 검증하고, 이러한 효과가 한국 소비자의 일본 제품 평가에 미치는 영향을 실증적으로 분석한다. 426명의 소비자를 대상으로 한 온라인 조사자료를 분석한 결과, 우선 개인주의 성향이 높은 소비자들은 세계주 의 성향이 높아 일본 제품을 호의적으로 인식하는 것으로 나타났다. 기대와 달리 개인주의와 세계주의 성향이 높은 소비자들의 경우, 일본에 대한 적대감이 낮지는 않았다. 그러나 이들 소비자들은 일본 제품 평가에 있어서는 적대 감의 영향을 받지 않는 것으로 나타났다. 즉 소비자 개인주의와 세계주의는 소비자 적대감의 선행요인은 아니지만, 소비자 적대감의 효과를 완화하는 것이 확인되었다.

This study aimed to identify consumer demands and propose improvement measures for restaurants by conducting an importance-satisfaction analysis of the attributes that influence dining consumers’ restaurant selection. The key findings are as follows: An analysis of consumer hygiene behavior revealed that participants were particularly vigilant about washing food ingredients, checking expiration dates, and maintaining personal hygiene before meals. Notably, women exhibited significantly higher hygiene behaviors than men in 9 out of 12 items. The importance analysis of restaurant selection attributes indicated that “food cleanliness” and “food taste” were prioritized, with women assigning higher importance to almost all attributes, particularly emphasizing restaurant cleanliness and food taste. The satisfaction analysis showed that “food taste” and “food cleanliness” were the most satisfying attributes, with significant gender differences observed in 4 out of 26 items. The importance-satisfaction analysis demonstrated that satisfaction levels were consistently lower than importance levels across all 26 attributes. The ISA analysis identified that items in the second quadrant, such as restroom cleanliness, reasonable price, and the provision of food safety information, were in the most urgent need of improvement. Overall, the study highlights that consumers place a high level of importance on hygiene and cleanliness in restaurants, reflecting a market with increasingly stringent hygiene standards.

This study aimed to understand the needs of consumers in the meal kit market and determine the impact of meal kit selection attributes according to the consumption behavior of single-person households on purchase decisions and satisfaction. A summary of the results of this study is as follows: First, the most frequent purchase frequency of meal kits was 2 to 3 times a month. The reason for purchase was that it was easy to consume, and the most common purpose of purchase was for consumption. Second, four factors, including health, convenience, taste, and economics, were derived as a result of a factor analysis of meal kit selection attributes. The difference in meal kit selection attributes according to age groups revealed that those in their 20s had high scores with respect to health and taste factors, and economic factors appeared statistically significant. Third, an analysis of the meal kit product selection attributes showed that health and taste factors had a positive influence on satisfaction. This can be said to reflect the tendency of single-person households to give weightage to healthy eating and to purchase products that can be consumed conveniently.

This study investigated the effects of social responsibility activities on consumer attitudes, product evaluation, corporate support, and corporate trust through structural equations and path analysis. Corporate social responsibility activities were divided into five areas: consumer and environmental protection, social contribution, cultural business, and economic responsibility, and the relative impact on consumer attitudes was considered. The results and strategic implications of this study are as follows. The same results as in previous studies confirmed that the performance of corporate social responsibility activities induces positive attitudes and behaviors of consumers. It proved that the performance of corporate social responsibility activities leads consumers to form a positive attitude, which can eventually be transferred to products and corporate images by a halo effect, leading to product evaluation, corporate support and trust. In addition, the composition dimension and measurement items of corporate social responsibility activities were re-verified, and from a consumer point of view, it was confirmed that social responsibility activities include not only economic activities, but also activities that contribute positively, such as social contribution, support for local and cultural projects, and actions that do not harm society as a whole, such as protecting consumer rights and protecting the environment.

The purpose of this study is to identify factors that influence consumers’ acceptance intentions towards Direct-to-Consumer (DTC) Genetic Testing service. DTC genetic testing service can be considered in two aspects: the application of new technology in genetic testing customers can directly purchase and the services for receiving the test results customer can’t directly analyze. Existing technology-based acceptance models have difficulty fully explaining consumers’ acceptance intentions towards DTC genetic testing services. Therefore, this study aims to propose a new acceptance model considering these two characteristics. A survey was conducted with 377 potential consumers for this research. The analysis revealed that health interest, prior knowledge, subjective norms, innovativeness, perceived usefulness, and perceived value affect consumers’ acceptance intentions. The results obtained through this study can help establish strategies and marketing plans necessary for the diffusion of services, such as DTC genetic testing services, that combine a new technology and a service. In the long term, the accumulated DTC genetic testing results data can contribute to the development of national genetic information infrastructure and preventive medical applications, as well as improve individuals’ quality of life.

This study aims to establish an online shopping mall marketing strategy based on big data analysis methods. The customer cluster analysis method was utilized to analyze customer purchase patterns and segment them into customer groups with similar characteristics. Data was collected from orders placed over one year in 2023 at ‘Jeonbuk Saengsaeng Market’, the official online shopping mall for agricultural, fish, and livestock products of Jeonbuk Special Self-Governing Province. K-means clustering was conducted by creating variables such as ‘TotalPrice’ and ‘ElapsedDays’ for analysis. The study identified four customer groups, and their main characteristics. Furthermore, regions corresponding to customer groups were analyzed using pivot tables. This facilitated the proposal of a marketing strategy tailored to each group’s characteristics and the establishment of an efficient online shopping mall marketing strategy. This study is significant as it departs from the traditional reliance on the intuition of the person in charge to operate a shopping mall, instead establishing a shopping mall marketing strategy through objective and scientific big data analysis. The implementation of the marketing strategy outlined in this study is expected to enhance customer satisfaction and boost sales.

The increase in the global sugar-free trend and interest in sugar-free products has resulted in most consumers becoming more interested in products with low or no sugar content. This study explored consumer perceptions of sugar-free products through text network analysis using big data. After collecting the texts, 50 key words were extracted through frequency analysis and TF-IDF analysis. Subsequently, they were categorized into four clusters using degree centrality analysis, social network analysis, and CONCOR analysis, to arrive at the implications. The limitations of the study were then listed.

이 연구에서는 선택실험법을 통해 수집한 진술선호자료를 기반으로 세 가지 모형을 이용하여 축산물(쇠고기, 돼지고기 제품)의 이력추적성과 원산지 속성에 대한 소비자 선호도를 분석하였다. 우리의 연구 결과에 따르면 쇠고기의 경우 한우 제품에 대한 지불의사금액 대비 이력추적성 속성에 대한 지불의사금액의 비율이 92~97%로 매우 높았다. 돼지고기의 경우에는 한돈 제품에 대한 지불의사금액 대비 추적가능한 속성에 대한 지불의사금액의 비율은 약 76~82% 수준이었다. 이러한 결과는 국내 소비자들이 국내산 육류 제품에 대한 선호도에 따라 어느 정도 식품 안전 속성(추적성)에 높은 가치를 두고 있음을 의미한다. 다시 말해 축산물 이력제가 쇠고기와 돼지고기의 식품안전성에 대한 소비자의 신뢰를 구축하는 데 크게 기여하고 있음을 보여준다고 할 수 있다.

The Metaverse’s virtual world is used in various industries and is expected to continue to grow in the future. In addition, the Metaverse is a new type of society that integrates various new technologies, and NFT products play an essential role. Therefore, NFT product characteristics and industry trends should be assessed to revitalize the NFT market. To this end, this study confirms the influence relationship between social presence and NFT product characteristics in the Metaverse environment and examines the impact of each characteristic on consumer satisfaction and continued engagement intention to NFT product. Statistical analysis such as exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling (SEM) using IBM SPSS Amos was conducted on data collected through a survey targeting male and female Korean consumers in their age group 10 to 50. Study results indicate that social presence significantly impacted all characteristics of NFT products (authenticity, scarcity, rarity, collectability, and interactivity). Scarcity and authenticity significantly impacted consumer satisfaction, and both authenticity and consumer satisfaction significantly impacted continued engagement intention. Thus, effective product development and marketing strategies can be established only by presenting different emphasized characteristics depending on the type of NFT product and the Metaverse’s social presence.

본 연구는 스키장 렌탈샵의 서비스 품질이 소비자의 지각된 가치 및 구매행동에 어떠한 영향을 미치는지를 규명하여 스키장 렌탈 산업의 서비스 품질을 개선하고 고객들의 욕구를 충족시킬 수 있는 기초 적 자료를 제공하고자 했다. 따라서 국내 스키장 6곳(하이원리조트, 용평리조트, 지산리조트, 곤지암리조트, 휘닉스파크, 웰리힐리)의 렌탈샵 방문 이용자를 대상으로 조사를 수행됐다. 수집된 자료는 SPSS(ver. 25.0) 프로그램을 활용하여 빈도분석, 탐색적 요인분석, t-test, 일원변량 분산분석, 상관관계 분석, 단순 및 다중 회귀분석을 실시했다. 본 연구에서 도출된 결과는 다음과 같다. 첫째, 스키장 렌탈샵의 서비스 품질이 지각 된 가치에 편리성, 공감성, 서비스, 시설환경 순으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 지각된 가치가 구매행동의 구매의도 및 추천의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 스키장 렌탈샵 의 서비스 품질이 구매행동의 구매의도 및 추천의도에 공감성, 시설환경, 편리성, 서비스 순으로 유의한 영 향을 미치는 것으로 나타났다.