본 연구는 뷰티 미디어 콘텐츠 시청자가 지각하는 경험가치가 소비자태도를 매개로 하 여 지속이용의도에 미치는 영향 관계를 실증적으로 규명하는 데 목적이 있다. 뷰티 미디어 콘텐츠 시청 경험이 있는 20세∼69세 사이의 성인을 대상으로 2025년 6월 21일 ~ 6월 30 일까지 199개의 설문지를 수집하였으며, SPSS 26.0 프로그램을 통해 빈도분석, 탐색적 요인 분석, 신뢰도 분석, 상관관계 및 위계적 회귀분석을 실시하였다. 분석 결과, 첫째, 뷰티 미디 어 콘텐츠의 경험가치는 소비자태도에 유의미한 정(+)의 영향을 미치는 것으로 확인되었다. 둘째, 콘텐츠에 대한 소비자태도는 지속이용의도에 유의미한 정(+)의 영향을 미쳐, 시청자 가 콘텐츠에 공감하고 신뢰할수록 해당 매체를 지속적으로 이용하려는 성향이 강해짐을 입 증하였다. 셋째, 경험가치와 지속이용의도의 관계에서 소비자태도는 부분매개효과를 나타내 어 경로의 타당성을 실증하였다. 또한 10분 미만의 시청 시간이 과반수를 차지하는 뷰티 컨슈머의 특성을 나타냈다. 본 연구는 과거 젊은 층에 국한되었던 뷰티 마케팅 연구의 범 위를 경제적 자립도를 갖춘 40~50대 중장년층으로 확장하여 분석했다는 학문적 의의를 지 닌다. 실무적으로는 뷰티 산업 종사자 및 크리에이터들이 중장년층의 니즈를 파악하여, 피부와 헤어 분야의 안티에이징 정보를 시각적 직관성과 핵심 메시지를 넣은 숏폼 (Short-form)구조로 기획함으로써, 콘텐츠의 경험가치를 높여 뷰티 마케팅 시장의 활성화에 기여할 수 있을 것으로 기대된다.

This study explored how Korea's national image influences Malaysian consumers' attitudes toward Korean Home Meal Replacement (HMR) products and their purchase intentions, highlighting the mediating role of the Korean government's crisis response measures. Data were gathered through an online survey targeting Malaysian consumers aged 19 to 39 who had previously purchased Korean HMR. A total of 515 valid responses were analyzed, yielding a response rate of 90.48%. The analyses included exploratory factor analysis, correlation analysis, multiple regression analysis, and mediation analysis. The findings revealed that all three dimensions of national image—stability, democracy, and development—positively impacted perceptions of Korea's crisis response measures. Democracy had the strongest effect on policy-related perceptions, stability most significantly influenced management-related perceptions, and development was linked to administrative capability. Additionally, national image positively affected attitudes toward Korean HMR, with stability being the most influential factor. Positive perceptions of Korea's crisis response measures further enhanced product attitudes, indicating that trust established through government crisis management can influence product evaluations. Furthermore, positive attitudes toward Korean HMR were associated with higher purchase intentions. Mediation analysis confirmed that perceptions of Korea's crisis response measures partially mediated the relationship between national image and product attitudes.

Due to its superior recycling characteristics, recycled-cotton has become a key material driving the eco-friendly transformation of the fashion industry. However, this transformation depends not only on material innovation in the production phase but also on consumers’ perception and acceptance of recycled-cotton fashion products. This study aims to identify the core determinants shaping consumers’ purchase intention toward recycled-cotton fashion products by analyzing how perceived consumption value dimensions influence purchase intention through behavioral attitudes and subjective norms and by testing the moderating effect of altruism. Data were collected from 280 consumers aged 20–59 years who had previous experience purchasing recycled-cotton fashion products. The mediating and moderated mediating effects were empirically verified using PROCESS Macro Models 4 and 7. The results revealed that emotional, economic, social, functional, and environmental value all exerted significant positive effects on behavioral attitudes and subjective norms and indirectly influenced purchase intention through behavioral attitudes and subjective norms. However, altruism demonstrated a significant moderating effect only on the path linking functional value to purchase intention via behavioral attitudes. These findings highlight the pivotal roles of consumption value, behavioral attitudes, subjective norms, and altruism in shaping consumers’ purchase intention for recycled-cotton fashion products and offer actionable implications for promoting the market diffusion of recycled fashion.

최근 ESG(Environmental, Social, Governance) 경영이 기업 경쟁력의 핵심 요소로 부상하면서, 소비자들은 단순한 가격과 품질 기준을 넘어 기업의 지속가능성과 사회적 책임에 높은 관심을 보이고 있다. 또 한, 국내에서는 소비자중심경영(CCM: Consumer-Centered Management) 인증이 소비자 신뢰를 상징하 는 중요한 지표로 자리잡고 있다. 그러나 기업이 ESG 경영을 실천하거나 CCM 인증을 보유하더라도, 소 비자의 신뢰와 행동 의도로 이어지기 위해서는 진정성 있는 실천과 일관된 노력이 필수적이다. 본 연구는 소비자의 CCM 인증 인식이 기업에 대한 태도 및 이용 의도에 미치는 영향을 실증적으로 분석하고, ESG 경영 기대와 기업 태도의 매개효과를 함께 검토하였다. 구조방정식 모형(SEM)을 활용한 분석 결과, 소비 자의 CCM 인증 인식은 ESG 경영 기대, 기업 태도, 이용 의도에 모두 긍정적인 영향을 미쳤으며, ESG 경영 기대와 기업 태도 역시 이용 의도에 유의미한 영향을 미치는 것으로 나타났다. 특히, 기업 태도가 소비자의 이용 의도에 가장 큰 영향을 미치는 주요 변수임이 확인되었다. 이는 계획된 행동 이론(Theory of Planned Behavior)의 관점에서 소비자의 긍정적인 태도가 실제 행동으로 이어지는 핵심 요인임을 실 증적으로 보여준다. 본 연구는 CCM 인증이 소비자 태도 및 행동에 미치는 영향을 종합적으로 분석함으 로써, 소비자 인식과 행동 간의 인지-정서-행동 경로를 명확히 제시하였다. 또한, 실무적으로는 CCM 인 증과 ESG 경영을 연계한 전략적 마케팅 방안 마련에 기여할 수 있으며, 소비자 신뢰와 장기적 이용 의도 증진에 중요한 시사점을 제공한다. 향후 연구에서는 종단적 연구 설계와 다양한 소비자 특성을 고려한 확장 연구가 필요하다.

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.

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.

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.

The objectives of this study were: (1) to identify differences in consumer attitudes and intentions to recycle fashion products using three types of recycling (including resale, reform, and donation), and (2) to examine the moderating effects of consumer prosocialness on the relationships between attitude and intention for each type of fashion product recycling. Men and women aged 20 years and over were recruited from a marketing research firm panel. Participants completed an online questionnaire incorporating measures for attitudes and intentions to resale, reform, and donate fashion products, prosocialness, frequency of purchasing fashion products, monthly amount of spending on fashion products, and demographic information. Data from 224 participants were analyzed using SPSS 25.0 and PROCESS macro. The results demonstrated that consumers had significantly different attitudes and intentions depending on type of fashion product recycling. Consumers had more positive attitudes toward donation compared to resale and reform types of recycling. Consumer intentions toward resale and donation were significantly higher than their intention to reform. Furthermore, this study confirmed that the attitude-intention gap in fashion product recycling can be explained by individual prosocialness. The moderating effects of prosocialness on the associations between attitude and intention to recycle were significant. The implications of increasing consumers’ behavior intention to recycle fashion products was discussed and future research suggestions are provided.

This study analyzed the effects of fashion consumers’ moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers’ understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members’ purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

본 연구는 베트남 소비자들이 인식하는 한류브랜드 지역성이 국가 친밀감에 미치는 영향과 국가 친밀감이 한국 기업, 한국 제품에 대한 태도와 구매의도에 어떤 영향을 미치는지 살펴보고자 하였다. 특히 본 연구는 기존 선행 연구들을 바탕으로 한류의 관점에서 베트남 소비자가 인식하는 브랜드 지역성을 살펴보고자 하였다. 최근 한국기 업들은 한국대중문화를 중심으로 전 세계적으로 높은 인기를 얻고 있는 한류현상을 활용하여 한국 제품과 브랜드를 개발함으로서 한류브랜드를 구축하고 있다. 이에 한류지수가 높게 평가된 베트남 현지 소비자를 대상으로 한류를 잘 반영하고 있는 한국 화장품을 대표적인 한류브랜드로 선정하여 조사하였다. 가설검증을 위해 인터넷, 모바일 URL을 통한 응답 방법을 사용하여 베트남 현지 소비자 총 212명의 자료를 수집하였다. 실증분석 결과, 한 류브랜드 지역성은 국가 친밀감에 정(+)의 영향을 미치는 것으로 나타났다. 또한 베트남 소비자들이 한국에 대해 긍정적 감정인 친밀감이 형성되면 한국 기업과 제품에 대한 태도에 정(+)의 영향을 미치는 것으로 밝혀졌다. 이러한 소비자태도는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.

Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.

With the rapid growth of the Chinese cosmetics market and the continuous introduction of new products into the market, beauty videos generated by other consumers, that are by beauty vloggers, have become a major source of information for cosmetics consumers. With the popularity of beauty vlogs in China, beauty vloggers have become influencers who affect consumers’ information processing and attitude development regarding cosmetic products and beauty routines. The current study aims to explore the characteristics of beauty vloggers that affect consumers’ attitudes toward both the beauty vlogs and the products featured in those vlogs. Based on parasocial interaction theory, the study examines whether perceived characteristics of beauty vloggers influence consumers’ perceived parasocial interaction, which in turn influences their attitudes. The study employs an online survey, which was administered to female consumers in China. Data from a total of 372 responses was used for analysis. Findings show that the perceived similarities to and perceived trustworthiness of vloggers have a significant impact on parasocial interactions, which influences consumer attitudes toward both the vlogs and the products shown in them. Perceived reliability and perceived attractiveness are shown to have a positive impact on consumer attitudes toward vlogs. Perceived expertise, attractiveness, similarity, and trustworthiness have all been shown to affect product attitudes. These results show that while beauty vlogs have a significant impact on consumers’ decision-making processes, the perceived characteristics of beauty vloggers themselves are important to consumers in the development of their attitudes toward both vlogs and products.

Currently, dramatic change had led to the growth of the distribution environment and the retailer’s distribution channel. This change had shifted the ‘single channel’ to ‘multi channel’, and from ‘cross channel’ to ‘omni channel’. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers’ perceived risk as well as consumers’ perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel’s instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel’s instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach’s alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

This study identified fashion consumers disposal behavior and analyzed the effects of consumers pursuing values in disposal, environmental awareness, and sustainable fashion consumption attitudes in regards to fashion disposal behavior. A survey questionnaire was developed and data were obtained from 460 consumers in their 20's to 50's in Korea who had experienced fashion disposal behaviors during last 12 months. As a result, there were four different fashion disposal behaviors such as economical, practical, and social disposal as well as hoarding behaviors. Consumers pursuing values in disposal affected fashion disposal behavior. Practical and economical values had positively impacted economical disposal and hoarding behaviors. While hedonic value had a negative impact on economical disposal behavior, it had a positive impact on social disposal behavior. Also, environmental-social values had positively impacted practical and social disposal behaviors. Fashion-related environmental knowledge had positively impacted economical and practical disposal behaviors and PCE affected social disposal behavior, while environmental concerns had a negative impact on economical disposal behavior. Consumers attitude toward usedfashion items, fashion recycling, and fashion innovativeness affected all of fashion disposal behaviors. Although hoarding behavior has been an under researched area, the finding implied that hoarding behavior was affected by consumer's pursuing value in disposal and sustainable consumption attitude. Also, environmental-social values and attitudes toward used-fashion items would induce practical disposal behavior such as reuse by alteration or reform. Consumers economical and hedonic values can promote donations or exchange/resale of unwanted fashion items, which can lead to sustainable consumption.

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers’ attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers’ exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers’ perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers’ perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products—results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.