Based on the viewpoint of Chinese consumers' perceptions of Femvertising (advertising which portrays women), this study further clarifies the factors of Chinese consumers' perceptions of Femvertising and probes into their influence. Specifically the present study analyzed articles which are discussed on advertising cultures related women model and their social / home roles. Then we conducted survey questions based on the theoretical discussion, and the survey of 583 Chinese consumers showed that Chinese consumers had five factors on Femvertising: female subjectivity, social resistance, female orientation, female empowerment and social commerce. The notable results are that ‘Female subjectivity’, ‘female orientation’ and ‘social resistance’ have a positive and significant effect statistically on purchase intention on the advertising, while ‘social commerciality’ and ‘female empowerment’ have a significant and negative effect on it. These results will help not only scholars who study about advertising with feminine scopes, but also advertising field producers for making efficient advertisements. Further discussions on Femvertising are explained in the current article.

본 연구에서는 중국 길림성 연변 주 지역의 ‘연변황우’ 소비자 대상으로 설문조사를 실시하였음. 먼저 국내외 브랜드 인지 및 구매 의사에 관한 이론을 검토하고 소비자의 브랜드 인식 등의 이론을 바탕으로 연구 가설을 제시하였음. ‘연변황우’에 대한 소비자 구매 의사에 영향을 미치는 요인을 구축하여 분석을 실시하였음. 연구 결과 1. ‘연변황우’ 브랜드 이미지는 소비자의 구매 의사에 긍정적인 영향을 미치며 소비자의 ‘품질 감지’ 요인에 정(+)의 영향을 미침. 2. ‘위험 감지’ 요인에는 부(-)의 영향을 미침. ‘품질 감지’ 요인은 ‘연변황우’ 구매 의사에 긍정적인 영향을 미침. 3. ‘연변황우’의 브랜드 이미지 관리를 강화해야하며 이는 브랜드의 연구관련에 새로운 분야 탐색에 중요한 의의가 있음.

This study examined the potential of export items in Malaysia by investigating the awareness and preference for Korean food products. A high potential product list developed from the literature, included reports about the food export status in Korea and Malaysian food trends. An online survey was carried out with 600 consumers in Malaysia. With 435 valid responses, the average awareness of the Korean food products was 3.13, and the preference was 3.48 on a 5-point scale. The awareness and preference of Korean food products were higher in the 20s-30s group than in the older groups. In particular, the Muslim group had a higher awareness for ‘ramyon’ than the other groups, and the Buddhist group had a higher preference for ‘ginseng beverage’ than the other groups. The most well-known and preferred products were ramyon, hot noodles, kimchi, biscuits, fruits & vegetable beverage, and sauce (with Korean traditional sauce)’. Based on these results, the marketing implications of the study findings are discussed.

본 연구에서는 음료의 탁도와 맛의 교차-양상에 근거한 연상관계를 탐색하였다. 시각 자극물로 무채색의 막걸리와 탄산음료를 선정하였으며, 자극물은 각각 0.0625~32 g/L, 0.0078~4 g/L 범위 내에서 인지적 등간격을 이룰 수 있도록 열 단계로 나누어 제작하였다. 시각적 관능 평가 실험에서는 ‘단맛’, ‘짠맛’, ‘쓴맛’, ‘신맛’, ‘마시고 싶은’ 기본 미각 형용사와 더불어, 막걸리와 관련된 ‘누룩향이 나는’, ‘술맛이 나는’, ‘산뜻한’ 특징 미각 형용사와 탄산음료와 관련된 ‘부드러운’, ‘톡 쏘는’, ‘인공적인’ 특징 미각 형용사를 선별하여 리커트 3점 척도로 평가하였다(N=35). 실험 결과 기본 미각에 대한 판단에 있어 막걸리는 탁도가 증가함에 따라 기본 맛이 더욱 강하게 느껴지는 반면, 탄산음료의 경우 ‘신맛’에서만 양의 상관관계가 관찰되었다. 특히 막걸리의 ‘마시고 싶은’ 척도는 4.6~20 g/L 범위에서 가장 높이 관찰됐는데, 이는 시판되는 막걸리 탁도 범위와 일치하여 기억 탁도의 영향을 확인할 수 있었다. 음료 별 미각 형용사에 대해서는 ‘산뜻한’ 맛과 ‘인공적인’ 맛을 제외하고 두 음료 모두 탁도와 강한 양의 상관관계를 보였다. 본 연구의 결과를 바탕으로 음료의 미각적 경험을 공유할 때 탁도를 활용한다면, 각 음료가 추구하는 맛을 보다 효율적으로 소비자에게 전달할 수 있을 것으로 예상된다.

The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: “perceived quality”, “perceived price”, “deindividuation”, and “overly trendy styles”, and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, “regrets” and “perceived uncertainty.” The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers’ cognitive dissonance, and suggestions for future study are provided.

오늘날 우리 사회는 거절과 무시라는 사회적 배제(social exclusion) 경험의 증가로 인해 공격 행동, 자기 자멸적 행동, 인지 능력의 저하와 같은 많은 사회적 문제가 발생하고 있다. 본 연구는 사회적 배제의 유형인 무시와 거 절이 각각 과시적 소비와 친사회적 행동에 미치는 효과를 검증하고 근육 강화에 의한 체화된 인지가 그 효과를 어떻게 조절하는지 규명하고자 수행되었다. 이를 위해 무시와 거절 조건의 참가자에게 악력기를 통한 근육 강화 (firmed muscle)로 체화된 인지를 형성시킨 후 과시적 소비(conspicuous consumption) 성향과 친사회적 행동(prosocial behavior) 의도를 측정하였다. 분석 결과, 무시 조건의 경우 악력기를 통한 근육강화 집단이 근육비강화 집단 (통 제 집단)에 비해 더 낮은 과시적 소비 경향과 더 높은 친사회적 행동 의도를 보였으나, 거절 조건의 경우 근육강 화 집단과 근육비강화 집단 간의 유의미한 차이를 보이지 않았다. 이는 사회적 배제 경험 중 무시의 경우, 체화 된 인지를 통해 효능감의 동기를 높이면 친사회적 행동과 같은 긍정적인 행동을 유도할 수 있음을 시사한다.

Corporate association—which refers to consumers’ beliefs, knowledge, perceptions, and evaluations of a corporation—can affect consumers’ purchasing intentions. Corporate association consists of corporate ability association and corporate social responsibility association. Corporate ability association refers to a company’s product quality, corporate innovation, productivity, consumer orientation, and after service. Corporate social responsibility association, which refers to the social perspective a company has of its responsibility to society, can affect corporate image and consumers’ purchasing intentions. Eco-labeling for protecting and sustaining the environment is one of the important green marketing strategies in the fashion business that can influence corporate association and consumers’ purchasing intentions. The purpose of this study was to investigate the effect of consumers’ eco-label recognition on their corporate association and intentions to purchase eco-friendly fashion products. Questionnaires were distributed to consumers. The 263 usable questionnaires that were returned were analyzed by descriptive statistics, Cronbach’s alpha, factor analysis, regression analysis, and t-test. The results were as follows: There was a significant effect of eco-label recognition on corporate association (ability association and social responsibility association). Eco-label recognition and corporate association were found to significantly affect consumers’ purchasing intentions. Regarding the eco-friendly fashion product buying experience, there was no significant difference on corporate association and buying intention, but there was significant difference on eco-label recognition.

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

국내 산림버섯은 1,670여 종이 보고되어 있으며, 그 중 식용이 가능한 버섯은 320여 종으로 알려져 있다. 충북 괴산군 청천면에 위치한 청천시장에서는 늦봄부터 늦가을까지 산에서 산주나 지역주민들이 직접 채취한 식용자연버섯을 판매하고 있다. 이에 본 연구는 청천시장을 찾은 소비자 50명을 대상으로 식용 산림자연버섯에 대한 인지도 및 기호도를 조사하였다. 설문대상자 중 남성은 70%, 여성이 30%였으며 연령대는 60대(32%), 40대(24%), 50대(21%), 30대(2%)이었고, 직업은 자영업(46%), 전문직(24%), 주부(14%), 기타(16%)이였다. 거주하는 곳은 충북(76%), 충남(12%), 서울(6%), 대전(6%), 그 외 지역은 6% 이였다. 자연버섯의 기호도를 조사한 결과 식용자연버섯을 좋아하냐는 질문에, 좋아한다(78%), 보통이다(20%), 싫어한다(2%)라고 답하였고, 좋아하는 이유로는 건강에 도움이 될것 같아서(54%), 맛이 좋아서(42%)이며, 자연버섯을 싫어한다는 50명 중 1명은 맛이 없고 가격이 비싼 이유를 들었다. 자연버섯의 구매 횟수는 1년에 3회(30%), 사지 않는다(22%), 1년에 1회(20%), 한 달에 1회(16%), 일주일에 1회(12%) 순 이였고. 구매하지 않는 사람들은 가격이 비싸거나(10%), 좋아하지 않는다(8%)라고 답하였다. 구입 목적으로는 요리용(84%), 약용(6%)이며, 자연버섯에 대한 정보 수집은 주변사람에게 듣는다(68%), 매스컴- TV, 라디오, 신문잡지(18%), 문헌이나 홍보물(12%) 순 이였다. 자연버섯을 대중화 시키는데 필수사항으로는 가격 안정성(44%), 약용이나 식용으로써의 가치입증(24%)을 꼽았다. 자연버섯 인지도 조사 결과로는 잘 알고 있는 버섯으로 송이(98%), 능이(92%), 싸리버섯(92%), 영지버섯(90%), 상황버섯(92%), 뽕나무버섯(58%)를 꼽았으며, 잘 모르는 버섯으로는 암회색광대버섯(88%), 회색깔때기버섯(80%), 으뜸끈적버섯(80%), 만가닥버섯(74%), 까치버섯(68%), 흰굴뚝버섯(64%), 흰가시광대버섯(60%), 민자주방망이(58%), 꾀꼬리버섯(56%), 외대덧버섯(52%), 다색벗꽃버섯(52%) 순 이였다. 이번 조사는 자연버섯시장을 찾은 소비자를 대상으로 산림자연버섯에 대한 인지도와 기호도를 조사함으로써 식용 산림버섯산업의 방향을 제시하는 기초자료를 제공하고자 하였다.

본 연구는 자동차 산업 내 소비자들의 고객불평행동과 기업과의 관계유지를 실증적으로 분석한 연구이다. 특히, 기업의 불평관리에 대한 소비자들의 인지된 공정성과 제품 원산지의 조절효과를 검증하고자 하였다. 이를 위해 222명의 국산차 소비자들과 232명의 외제차 소비자들을 대상으로 설문조사를 실시하였다. 실증분석 결과, 모든 세 가지 유형 (직접행동, 사적행동, 제삼자행동)의 소비자 불평행동들은 기업과의 관계유지에 부정적인 영향을 미치는 것으로 나타났다. 조절효과에 있어서는 기업의 불평관리에 대한 소비자들의 인지된 공정성이 높을수록 직접행동과 관계유지의 부정적인 관계를 약화시키는 것으로 나타났다. 또한, 국산차와 외제차를 기준으로 나눈 두 소비자 그룹 간의 원산지 효과 차이는 유의한 것으로 나타났다. 사적행동과 관계유지의 부정적인 관계는 국산차 소비자들보다 외제차 소비자들에게서 더 약한 것으로 나타났다. 본 연구의 실증결과는 서비스 마케팅 분야에서의 이론적 시사점뿐만 아니라 실무자들에게 유용한 시사점을 제공할 수 있을 것으로 기대된다.

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers’ post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu “was not the same as the advertisement shown.” It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to ‘express dissatisfaction directly to the store’, ‘leave negative reviews’, and ‘participate in negative word-of-mouth’. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

The objective of this study was to investigate the perceptions and purchase behaviors on foreign matters in food. For that, we conducted a survey of 348 adults living in a metropolitan area. Concern over the presence of foreign matters in food was a lower than that for other harmful factors such as heavy metals, BSE, harmful microbes and so on. 70% of respondents would not take the snack which was detected a rat’s head, including the manufacturer’s product and similar products with it after the foreign matter incident. In contrast, about of 54% respondents were willing to buy canned tuna after the incident. It is necessary to prepare more detail management and policy on foreign matters in food.

This study was a survey of consumer awareness and attitudes about genetically modified foods and their labeling regulations. Questionnaires were distributed to 4,620 consumers who lived in different areas of Korea, and 4,076 people responded. The consumers were asked about knowledge, labeling information, and their sources of information about GM foods. Respondents from Seoul, Jeonnam, and Gyeongnam answered mostly "nearly don't know > moderate > never know > know a little." Respondents from Gyeonggi answered "moderate > nearly don't know > never know > know a little." According to occupation, housewives, company employees, consultants, and students answered mostly "nearly don't know > moderate > never know > know a little. "Consumers answered about the intent to buy GM foods differently according to area, occupation, and education. Seoul and Gyeonggi residents said that reinforcing factors to relieve the insecurity of GM foods were "evaluating safety > management of GM foods by the government > GM food regulation system." There were other answers according to area, occupation, and education. About GM-related education methods that they wished to have, residents of the Seoul area said "books/leaflets" most often, but residents of the Gyounggi area said "attending a lecture" most often. Housewives also said "attending a lecture," but teachers and students said "Internetbased education" most often. About the kinds of education that they could join, Seoul residents answered "consumer groups > school parents > public institutions," but Gyeonggi and Chungnam area residents answered "public institutions > consumer groups > school parents." Housewives and students answered "consumer groups" most often, but consultants and private business owners answered "public institutions" most often. We realized that different education methods were necessary for different areas, occupations, and education levels.

To promote use of nutrition labels, degrees of awareness, use, and satisfaction of nutrition labeling on eating-out menus were investigated by a self-recorded questionnaire from May to July 2010 in 629 participants who visited four bakery chains (n=409) and three ice-cream chains (n=220) located in Daejeon. Of the subjects 53.4% were female, 68.8% aged 20~29 years, and 59.3% visited bakery or ice-cream stores 1~3 times per month. Only 38.2% of participants had knowledge of nutrition-labeling mandates for eating-out menus, and 74.9% had seen labels before in bakery and ice-cream stores. Most subjects understood calorie amount and daily value of sodium very well, but they failed to understand the meaning of daily value. Only 21.2% of the subjects understood nutrition label information completely. Of the participants, 46.7% read nutrition labels in bakery or ice-cream stores when purchasing. Among the subjects who read the labels, 77.2% (36.1% of total subjects) referred to the label information when selecting a menu and 46.9% (21.9% of total subjects) had experienced altering their menu choice based on the information. Exactly 53.3% of subjects answered they did not read nutrition labels since they were not interested or had no time, or because the labels were not noticeable. Satisfaction of the place, timing, and format of nutrition labels at bakery and ice-cream stores fell below average overall. Many subjects wanted trans fat and cholesterol to be added to the labels. In conclusion, degrees of perception, use, and satisfaction of nutrition labels at bakery and ice-cream stores were still low. More effective publicity and consumer education about nutrition labeling will be necessary, and bakery or ice-cream companies should make efforts to improve nutrition labeling such as providing format and place.

A survey of consumer awareness and attitudes was conducted about genetically modified (GM) foods and the labeling regulations. The questionnaires were distributed to 4,620 consumers who lived in a variety of areas in Korea, and 4,076 people responded. The consumers were asked about knowledge, labeling information, and the source of obtaining information about GM foods. More than 11.5% of the consumers had never heard about GM foods and 86.9% of consumers had less than a normal level of knowledge about GM foods. No statistically significant relationship was found between genders, but the teachers group had moderate knowledge (p<0.001). In total, 28.4% of consumers did not know the GMO labeling regulations. They answered that the reason to buy GM food was do not know>nothing wrong>create benefit>think as safe>inexpensive. The answers to the question of what was the first benefit were: solve food shortage>functional and nutritious food>cultivate in bad condition>nothing>various cultivars. They answered that the worst factor was the next generation effect>environmental disruption. Regarding the development of GM food in Korea, males answered do not know>stronglyrecommend>defer>strongly suppress. Female answered: don't know>defer>strongly recommend>strongly suppress. More than half of the respondents did not have much information about GM foods; 88.3% of respondents answered they did not have educational experience about GM food.

This study focuses on testing the validity of dimensions of restaurants’ menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers’ perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers’ perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

본 연구에서는 소비자 지향적 마케팅시대에 직면하여 국내외 농산물 소비수요의 변화에 대응하고 친환경농산물의 유통개선을 도모하기 위하여 소비자들의 친환경농산물인증제도 및 정책에 대한 인식을 조사분석 하였다. 조사연구 결과에 의하면 첫째, 친환경농산물의 소비저변을 확대시키기 위한 가장 시급한 문제는 생산자인 농민들이 아니라 소비자들에 대한 신뢰성을 확보하는 것이 무엇보다도 중요함을 알 수 있다. 이를 위해서는 다양하고 안전한 판로개척과 품질경쟁력 제고, 소포장 규격화 판매, 품질인증제도를 통한 브랜드화 추진, 리콜제 실시 등을 통해 소비자들로부터 신뢰를 얻어야 한다. 둘째, 정부의 친환경농산물정책에 대한 지속적이 홍보와 교육이 이루어지고 또한 감독강화가 이루어져야 할 것으로 생각된다. 특히 친환경농산물 유통구조에서 농민들과 직접 거래를 하는 직거래나 인터넷 거래를 활성화시킴으로서 소비자들에 의한 신뢰도를 높일 수 있는 계기가 마련될 것이다. 셋째, 친환경농산물에 대한 품질관리가 지속적으로 이루어져야 한다. 이는 중앙정부의 감독관리도 중요하지만 지역별 품질인증기관을 육성하고 품질인증기관이 생산과정에 대한 투명성을 철저히 보장할 수 있도록 제도화하여 친환경농산물에 대해 소비자들로부터 신뢰를 얻어야 할 것으로 보인다. 마지막으로 친환경농산물 생산농가가 판매에 대한 어려움을 지자체 등이 적극적으로 지원할 필요가 있을 것으로 판단된다.

제품 디자인에 있어서 조형화 과정은 실체적인 존재를 만들어 내는 과정이며, 최종적으로 제품에 대한 결과를 이끌어 내는 중요한 과정이다. 이러한 조형화 과정은 일반적으로 디자이너의 주도적인 작업에 의해서 이루어지고 있으며, 이 때 다양한 조형 요소들을 활용하여 결과물을 만들어 낸다. 본 연구에서는 제품 디자인 프로세스에 있어서 제품 형태의 조형화 과정에서 다루어지는 요소들이 소비자와 디자이너의 시각 차이에 의해서 생기는 차이에 대해 알아보고 소비자가 제품의 조형화 과정에 직접적인참여를 하는 방법과 소비자의 요구가 보다 효율적으로 조형화 과정에 반영되는 디자인 가이드라인의 제시에 대한 가능성을 고찰하고자 하였다. 이를 위하여 먼저 제품 형태를 구성하는 요소들에 대한 정립을 선행하여 기본적인 제품 조형 구성 체계를 마련하였다. 이를 기반으로 기본적인 제품 조형요소와 제품 조형원리를 일부 설정하여 소비자를 대상으로 55개의 컨셉 제품과 64개의 스피커 제품의 이미지에 대한 반응 실험을 진행하였다. 또한 일부 실험 자극물을 이용하여 디자이너들을 대상으로 동일한 실험을 진행하였는데, 실험 결과 소비자와 디자이너는 형태의 조형 요소에 대해 어느 정도 시각 차이를 보이며 이는 디자이너의 경우 주관적인 디자인 통념에 의해서, 소비자의 경우 제품에 대한 미숙한 시각적 이해에 의해서 차이가 생기는 것으로 나타났다. 이 결과를 바탕으로 디자이너는 소비자의 최종적인 감성반응을 이끌어내는 디자인 과정에 있어서 형태에 대한 시각 차이를 이해하고, 형태 조형원리를 기반으로 하는 조형요소의 구성을 활용 할 수 있다고 본다.