This study analyzed consumers’ recognition and demand for probiotic products and dietary and living habits according to their probiotics ingestion experience to provide information on the development of probiotic products and marketing strategies in the health functional food-related industry. A total of 280 consumers living in Seoul, Incheon and Kyeonggi-do area were enrolled in this study. The consumers expected mostly intestinal health (80.4%) after ingesting probiotics. The appropriate price level for purchasing probiotics was between 20,000-50,000 won (58.2%), preferring a price range of 50,000 won or less (77.1%). There was a significant difference in the dietary habits depending on the experience of probiotics ingestion, but there was no difference in the living habit. Consumers took Vitamin C, red Ginseng and Ginseng the most instead of probiotics as health functional foods. Based on the results, a marketing strategy could be established to meet the consumer’s needs, such as focusing on the effects of probiotics, building up various price policies and the development of new products mixing with other commonly consumed health supplements.

The home meal replacement (HMR) food industry began in 1980, and it has grown rapidly as a major food business for both consumers and the food industry since the development of industrialization and societal changes. Many researchers investigated a variety of HMR food product characteristics. On the other hand, previous studies have focused only on topics in limited study areas. Therefore, this study examined the effect of color marketing and the value of experience on the consumer behaviors. This study used a survey to collect the respondents' opinions about HMR food products. The study results showed that the characteristics of color marketing and the experience value of the HMR products influenced the consumers' attitudes. Moreover, consumers' attitudes affected their repurchase behavior. The results suggest that marketers of HMR food products should use colors that show the characteristics of products to appeal to consumers. In addition, HMR products should be developed in line with what consumers value the most; for example, consumers value their previous experience with the products and the characteristics of the products.

스스로 완벽하게 목적지까지 주행하는 완전 자율주행 자동차 시대가 가까운 미래에 도래할 것으로 예상되면서 자동차 산업은 1800년대 후반에 자동차가 탄생한 이래 큰 변화를 꾀해야 할 중대한 전환기를 맞이하고 있다. 완전 자율주행 자동차는 단순한 이동수단의 개념을 넘어 생활공간으로 정의되어지며, 앞으로 실내공간을 중심으로 큰 변화가 나타나게 될 것이라고 전망되고 있으나 완전 자율주행 자동차 실내공간 디자인에 대한 기존 연구는 미비한 실정이다. 이에 본 연구는 생활공간이라는 개념에 적합하도록 사용자의 감성적 경험을 충족시켜줄 수 있는 근본적인 디자인 요소인 실내행위에 대한 분석을 통해 실내공간 디자인 방안을 제안하고자 한다. 이를 위해 완전 자율주행 자동차의 실내행위에 대한 소비자 의식을 조사하였다. 분석 결과 국내 소비자들은 완전 자율주행 자동차 내에서 ‘수면 및 휴식’, ‘TV 및 영화 시청’, ‘음악감상’ 등 개인 중심 행위 중에서도 휴식 및 감상 활동과 관련된 실내행위에 대한 필요 성을 인지하고 있었으며, 본 연구 결과를 바탕으로 완전 자율주행 자동차 실내공간 디자인 방안을 제안하였다. 본 연구는 소비자 니즈(needs)를 정량적 방법으로 분석하여 실내공간 디자인 방안을 새로운 시각으로 제시한 선도적인 연구라는 점에서 중요한 의미를 지닌다.

In recent years, the young people who born in the 1980s and 1990s have been married, the number of young married couples who are open-minded is generally rising. Tourism has gradually been accepted as a new method to celebrate the wedding. So honeymoon tourism is so popular in the tourism market, and it has become a new tourism product in order to meet the newly married couples’ travel requirement. According to the study of the development of domestic and overseas honeymoon tourism market and the theory of consumer behavior and psychology, this paper has analyzed the factors influencing consumers’ honeymoon travel behavior. Shanghai, as one of the biggest international city in China, the number of honeymoon travel consumers is huge. So, by using the questionnaire, this paper also statistically analyzes and contrasts the characteristics of consumer behavior between Shanghai and other domestic active honeymoon tourism cities and researches the influential factors of honeymoon tourism. Finally through the results of this study, this paper provides a reasonable and effective marketing strategy about the development of Shanghai honeymoon tourism market, hoping to explore more potential customers for the enterprises, developing more new honeymoon tourism products, improving this tourism market system, and promoting the development of honeymoon tourism market.

Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers' shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.

인간은 수렵과 채취의 습성을 통해 동식물과의 관계를 이어왔으며, 농경사회로 정착 후에는 많은 동식물을 애완화하거나 관상화시키면서 동식물과의 관계를 울타리 안으로 옮겨왔다. 또한 우리 문화 속에서도 곤충을 애완요소로 즐겼던 역사를 기록을 통해 확인할 수 있기도 하다. 1990년대 초반부터 자연환경보전 정책, 체험학습 중심의 제7차교육과정 등은, 곤충사육에 대한 관심을 갖게 하였고, 이에 따라서 곤충전문판매점이 생겨나 대형할인마트에서도 곤충을 판매하기 시작하였다. 이처럼 애완학습용으로 곤충 이용이 정착되었지만, 이 같은 곤충의 사육경험이 소비자들에게 실제로는 어느 정도의 심리적 효과를 가져 올 수 있는지에 대한 연구는 아직 없는 실정이다. 이에 따라 곤충사육경험을 통한 소비자의 심리적 효과를 측정하기 위한 기초자료로 2013년 5월 곤충 전시회 방문객을 대상으로 설문조사를 실시하였다. 내용분석 결과, 응답자의 48.3%가 곤충을 사육한 경험이 있으며, 키워본 곤충은 장수풍뎅이가 52.9%이고, 사슴벌레가 24.1%로 대부분을 차지하였다. 또한, 현재는 곤충사육을 하지 않는다는 응답이 83.1%로 나타나 곤충사육경험이 1회성에 그치는 것을 알 수 있었다. 아울러 곤충 사육 경험에 대한 소비자들의 심리적 기대효과로 정서적 요인이 55.3%로 인지적 요인의 41.8% 보다 높게 나타났으며, 성별에 따라서 볼 때, 남성에서는 인지적 요인에 대한 기대효과가, 여성에서는 정서적 요인에 대한 기대효과가 높은 비율로 나타났다. 따라서 향후, 애완곤충을 1회성이 아닌 애호적인 대상으로 이끌기 위하여 단순사육보다는 돌보기 측면으로 표준화된 매뉴얼의 개발을 통하여 애완학습곤충을 접할 수 있는 방향 정립과 성별이나 연령대의 눈높이에 맞는 프로그램의 개발이 필요할 것으로 판단되었다.

The purpose of this study is to understand factors of risk perception and purchase obstruction by consumer characteristics and purchase experience of clothing in online. The collection of the research materials was progressed by online and offline. Out of 374 usable questionnaires used for examining this study, 278 questionnaires were collected from offline and 107 questionnaires were collected from online. Frequency analysis, factor analysis, reliability analysis, t-test, One-way ANOVA and multiple regression analysis using SPSS WIN 12.0 were conducted. Three factors of perceived risk were extracted: harmonic/image, quality/shopping process, payments. Based on these dimensions, ANOVA was conducted. The results indicated that the more purchasing experience people had, the less the extent of perceived risk they got, and quality/shopping process risk mostly among them. As the factors which obstruct purchasing decision, a security obstruction, a reliability obstruction, a convenient obstruction and an information insufficient obstruction are extracted. Also, the factors have got the result of same aspects as the perceived risk recognized by the Internet shopping experience. Meaningful differences between groups appear at security obstruction, reliability obstruction, and convenient obstruction. Perceived risk almost influenced on purchase obstruction when purchasing clothes in Internet shopping mall. When consumers perceiving harmony/image risk highly make decisions, they usually hesitate or abandon due to reliability obstruction, convenient obstruction. All the factors: including security obstruction, reliability obstruction, convenient obstruction and information insufficient obstruction made consumers perceiving quality/shopping process risk highly obstruct purchase decision.