The purpose of this study was to identify the determinants of decision-making confidence of clothing. As determinants, this study examined consumer susceptibility to interpersonal influence, vanity, and clothing knowledge. Data were collected through surveying university students in Seoul metropolitan area using convenience sampling method. Out of 324 distributed, 300 useful questionnaires were returned. The results showed that identical conformity among consumer susceptibility to interpersonal influence factors significantly influences, both directly and indirectly, decision making confidence through vanity. Although normative conformity does not influence decision-making confidence directly, it does significantly influence decision-making confidence indirectly through influencing vanity and clothing knowledge. The results suggest clothing is a manifestation tool for managing public self, which finally leads to increased clothing knowledge and decision-making confidence of clothing. These findings may be used by marketers in developing strategies for product development and promotion.

의료의 과학화로 인해 고가의료장비를 이용한 의료서비스 공급이 증가하고 있다. 의학 정보의 대중화로 의료소비자들의 의학적 지식수준 및 의료기관 선택능력의 향상으로 높은 수준의 의료서비스가 요구되고 있다. 이처럼 의료소비자들이 의료기관을 대하는 태도가 바뀌면서 의료기관들 역시 고객 만족도 향상을 위한 인식의 변화가 필요하다. 이에 본 연구는 의료서비스의 의식구조 변화를 지향하기 위해 PET/CT의 효용성에 대한 의학적 지식 유무에 따라 의료서비스만족도 차이를 분석하였다. 연구 결과 의료소비자 자신의 질병과 PET/CT의 효용성에 대한 의학적 지식이 있는 사람이 진료만족과 환경만족 모두 높게 나타났다. 따라서, 의료기관에서는 형식적인 의료서비스 제공이 아닌 의료소비자의 의학적 지식에 대한 지각 변화를 파악하여 의학 정보를 제공하는 실질적인 의료서비스 대응책이 필요할 것이다.

This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers’ opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers’ needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.