As social media becomes increasingly integrated into daily life, it has reshaped how people communicate and consume advertising. Instagram, a visually-oriented platform, uses advanced targeting and shopping features to deliver personalized advertising, particularly in the fashion retail sector. Grounded in the cognitive-affective-behavioral model and human information processing theory, this study investigates how Instagram’s personalized fashion advertising influences consumer perception and behavior, focusing on recommendation system quality (accuracy, novelty, diversity) and content quality (vividness, diagnosticity). A survey of 403 Korean adults aged 20–69 was conducted to assess causal relationships among these variables. The findings reveal that accuracy and diversity in recommendation systems, along with diagnosticity of content quality, positively influence user satisfaction, which, in turn, influences their click-through and purchase intentions. However, novelty and vividness exhibited no significant effects. Academically, the study contributes to a deeper understanding of the mechanisms underlying personalized advertising on visuallyoriented platforms like Instagram. Practically, it underscores the importance of creating high-quality, personalized content that aligns with user preferences and provides clear product information. Brands can enhance user engagement by designing visually appealing advertisements and optimizing linked web pages to foster emotional bonds with consumers. These strategies can cultivate long-term customer relationships and enhance brand loyalty while maximizing advertising effectiveness on Instagram.

This study compared the dietary perceptions, food labeling behaviors, and purchasing patterns of vegetarians and nonvegetarians. The data from 5,811 adults aged ≥19 years who participated in the 2023 Consumer Behavior Survey for Food were analyzed. The participants were divided into vegetarians and non-vegetarians according to their dietary practices. Vegetarians were further divided into strict, semi, and occasional vegetarians. Non-vegetarians regularly consumed plantand animal-based foods without dietary restrictions. Vegetarians comprised 15.4% of the participants, and health (50.4%) was the primary motivation for adopting a vegetarian lifestyle. Compared to non-vegetarians, vegetarians prioritized their rights and responsibilities as citizens and identified a vegetable-centered diet as the most crucial factor for health. Vegetarians showed greater interest and trust in food labeling than non-vegetarians. Vegetarians selected a wider variety of food and had different purchasing motivations when purchasing eco-friendly foods than non-vegetarians. Vegetarians exhibited higher purchase frequencies across all categories than non-vegetarians and had different reasons for purchasing convenience foods. These findings highlight the diversity of vegetarian dietary motivations and behaviors, emphasizing the need for tailored dietary policies and education.

본 연구는 기업 ESG경영이 소비자의 행동의도에 미치는 영향을 알아보고 가치소비의 매개효과를 검증하 고자 하였다. 이를 위해 기성세대와 다른 그들만의 독특한 특성에 따른 소비성향으로 소비시장의 주축으로 등장하고 있는 MZ세대 소비자와 이들과 밀접한 소비연관성을 가진 뷰티기업을 대상으로 연구를 진행하였 다. 전국에 거주하는 1988년생부터 2006년생까지 250명의 MZ세대를 표본으로 추출하여 설문조사 후 빈도분석, 기술통계, 상관관계분석, 탐색적 요인분석, 단일회귀분석 및 Bootstrapping 분석 등을 수행하였 다. 분석결과, 뷰티기업의 ESG경영은 MZ세대 소비자의 행동의도에 영향을 미치고 가치소비는 매개효과 가 있는 것으로 나타났다. 특히 뷰티기업 ESG경영의 하위변수 중 거버넌스 수준이 높을수록 가치소비가 증가하며 행동의도가 높아지는‘상승’의 매개효과가 있음을 알 수 있었다. 이러한 결과를 바탕으로 기업 ESG경영의 촉진을 위한 MZ세대 소비자 중심 가치소비의 전 사회적 확산을 위한 정책적 함의를 제시하 였다.

This study aims to identify factors influencing clothing consumption behavior among college students, focusing on body image perception and self-esteem. Data were collected from 207 students at two universities in Jinju city, using a structured questionnaire from July 1 to August 20, 2024. The data were analyzed using descriptive statistics, t-tests, ANOVA, Pearson’s correlation coefficient, and multiple regression analysis with SPSS 23. The study found moderate levels of body image perception, self-esteem, and clothing consumption among the college students. A negative correlation was found between body image perception and self-esteem r=–.372, p=<.001). The regression model for factors influencing clothing consumption behavior was significant (F=6.33, p≤001), with self-perception of body shape (β=–.257, p=.015), body image perception (β=.241, p=.001), age (β=–.183, p=.008), and academic major (β=.153, p=.025) as significant factors. These variables explained 16.2% of the variance. The results suggest the need for programs that prevent body image distortion and promote positive body image perception among college students, as well as guidance to encourage rational clothing consumption behavior. This study is significant in examining the clothing consumption behavior of college students and will serve as fundamental data for developing desirable programs based on the study results.

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.

국내 화장품 기업들은 ESG 경영을 통해 환경보호와 환경 관련 문제 해결을 위해 노력하고 있 다. 본 연구는 서울·경기지역의 MZ세대 여성을 대상으로 환경가치관에 따른 업사이클링 화장품의 지각된 소비가치, 구매행동 간의 관계 및 영향력을 분석하였다. 아울러 연구 결과를 토대로 업사이클링 화장품에 관련된 제품개발 및 마케팅 전략 수립을 위한 기초자료를 제공하고자 하였다. 첫째, 각 변수 간의 모두 정 (+)의 상관관계로 나타났다. 둘째, 환경가치관이 높아질수록 업사이클링 화장품의 지각된 소비가치가 높아 지는 것을 알 수 있었다. 셋째, 환경가치관이 높아질수록 구매행동이 높아지는 것을 알 수 있었다. 따라서 업사이클링 화장품에 대한 긍정적 소비가치를 유도하고, 화장품 산업은 관련된 제품개발 및 차별화된 마케 팅 전략 수립을 위한 기초자료로 도움이 될 수 있기를 기대한다.

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers’ active engagement and interaction. Thus, this study considers consumers’ participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms’ intangible assets and consumers’ competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

For the sustainable use of fishery resources as common resources and the mitigation of conflicts with commercial fishermen, it is essential to understand recreational anglers’ participation process of environmentally responsible behaviors (ERB). This study intends to show that the effects of recreation specialization on environmentally responsible behaviors can be weakened due to the characteristics of anglers, who prefer to possess caught fish. Two different research models were tested with two data sets independently collected. The data were analyzed with structural equation modeling. The results show that consumptive orientation, which measures a degree of catching and owning fish, and fishing-specific ERBs negatively affect the relationships between recreation specialization and general ERBs as mediation variables. Implications are further discussed that regulation policies and education programs are needed to change anglers’ consumptive orientation and catch-related fishing behaviors.

본 연구는 뷰티 숏폼 콘텐츠의 특성이 소비자의 행동에 미치는 영향에 대해 조사하였으며, 뷰티 숏폼 콘텐츠와 관련한 통계학적 연구를 통해 뷰티, 마케팅 분야에 학술적 기초자료를 제공함으로써 학문적 인 기여를 하고, 양질의 콘텐츠를 제작하고 효과적인 마케팅에 도움이 되게 하는데 연구의 목적이 있다. 미 용 소비자를 대상으로 한 온라인 설문조사로 회수된 총 405부의 유효 설문을 통계분석에 최종 사용하였다. 분석 결과 뷰티 숏폼 콘텐츠 특성이 높을수록 구매의도, 추천의도, 고객만족이 모두 높아지는 것으로 볼 수 있다. 따라서 뷰티 숏폼 콘텐츠 제작 시 소비자의 호감을 살만한 신뢰를 얻을 수 있는 내용으로 구성되며, 소비자와 소통이 원활하고, 사실적인 내용이 담긴 재미있는 영상을 제작하면 짧은 시간에 확산이 용이할 수 있으며, 소비자의 긍정적인 소비행동을 이끌어내어 매출 증진에 기여될 것으로 사료된다.

본 연구는 골프웨어 브랜드 전략의 기초자료를 제공하기 위해 골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향력을 검증하는데 목적이 있다. 따라서 대한민국 국민들 중 골프웨어를 구 매했던 경험이 있는 사람들을 표본으로 선정했으며, 496부의 자료를 최종분석에 도입했다. 본 연구의 자료 처리는 빈도분석과 탐색적 요인분석 및 내적일관성을 실시했다. 더불어 연구문제를 검증하기 위해 상관분 석과 단순 및 다중회귀분석을 실시했으며, 모든 자료처리는 SPSS(ver. 21.0) 프로그램을 활용했다. 본 연구 결과, 첫 번째로 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 태도에 유의한 영향이 있는 것으로 나타났다. 둘째, 골프웨어 브랜드의 태도가 구매행동에 유의한 영향을 미치는 것으로 나타났다. 셋 째, 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 구매행동에 유의한 영향이 있는 것으로 나타났다.

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers’ behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study’s findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

This study investigated the awareness and consumption behavior of 118 vegetarians and omnivores toward plant-based dairy alternatives. The preference and choice attribute questionnaires were compared. Significant differences were obtained between the two groups when considering the purchase experience, preference, and selection attributes of plant-based dairy alternatives. Vegetarians had more experience purchasing plant-based dairy alternative products. In both groups, environmental and animal protection were the major factors that influenced the highest response rate for purchasing plantbased dairy alternatives. The preference score of vegetarians for plant-based dairy alternative products was high, indicating that vegetarianism had a significant effect on their preference for plant-based dairy alternative products. Analysis of selection attributes revealed that price, product weight, appearance, and manufacturer were considered important by vegetarians, whereas nutritional components and labeling, manufacturing environment, composition of ingredients, and taste and texture were considered more important by the omnivores. Results of this study can be used as basic data for the future development of the fast-growing industry producing plant-based dairy alternative products.

This study investigates (1) the consumer characteristics of fresh-cut produce in Korea and (2) the expected taste of fresh-cut produce. To accomplish the first goal of this study, food purchase data from household panels collected by the Rural Development Administration from 2017 to 2020 were used. Further, an online survey was conducted about the expected taste regarding fresh-cut fruits and vegetables. The results revealed that younger consumers with more expenses on fresh fruits tend to buy more fresh-cut fruits. Similarly, younger consumers with more expenses on fresh vegetables and higher household incomes tend to purchase more fresh-cut vegetables. Furthermore, consumers expect more convenience from fresh-cut apples but less tastiness from fresh-cut apples than whole apples.

The influence of the food value consumption type of MZ generation on food choice attribute and sustainable food consumption behavior was studied using structural equation modeling. A survey was conducted on April 11~17, 2022, among panels aged 20 to 39. A total of 350 valid replicates (100%) were analyzed using statistical program SPSS The validity of the measurement instrument was verified through exploratory factor analysis and confirmatory factor analysis. The data reliability was confirmed using Cronbach’s alpha coefficient. The hypothesis was verified by performing path analysis through structural equation modeling using AMOS. Regarding the influence of food choice characteristics on sustainable food consumption behavior, health has a significant positive (+) effect on the selection consumption behavior of certified food and local food. Among food value consumption categories social value consumption has a significant negative (－) influence on the consumption behavior of certified food and the choice of local food. Ethical value consumption has a significant positive (+) influence on the selection consumption behavior of certified food and local food. This study is significant because it has identified sustainable food consumption behaviors that domestic consumers can adopt daily. It can use as baseline data for preparing political and institutional measures.

This study was conducted to provide basic data for product development and marketing strategies for the Thai home meal replacement (HMR) market, to reflect the changing trends in household sizes in Thailand. The results of analyzing the characteristics and differences of HMR consumption behavior between single-person households and multi-person households in Thailand were as follows: It was found that single-person households use HMR to save money and for the convenience in cooking and preparation. In the preference by HMR type, multi-person households showed a higher preference for all types of products than single-person households. Thai consumers, regardless of their household size, mainly use department stores and large shopping malls to purchase HMR, and they most prefer to get information through Internet advertisements. The shelf life, quality, taste, hygiene, and freshness of HMR were the main considerations for their selection. Based on the results of this study, the Thai market requires the development of HMR products that are reasonable in terms of cost and preparation time. In addition, it is necessary to develop products that can satisfy consumer needs, such as nutritional enhancement and therapeutic foods, products that are organic, eco-friendly, cater to various menus, and address the premium segment.

본 연구는 여성 소비자의 외모만족도가 아이 메이크업 관심도 및 메이크업 관리행동에 미치는 영향을 검증하고, 아이 메이크업 화장품 시장에서의 마케팅 전략 수립 및 화장품 개발의 기초 자료를 제공 하고자 하였다. 수도권 지역의 20-50대 여성을 대상으로 399부의 자료를 최종 분석하여 사용하였다. 연구 결과, 첫째, 일반적 특성에 따른 외모만족도, 아이 메이크업 관심도, 아이 메이크업 관리행동에서는 각 요 인에 따라 차이가 나타났으나, 아이 메이크업에 대한 관심은 자신에 대한 관리로부터 시작되며 유행을 따 르는 것에 관심을 가지는 것을 알 수 있었다. 둘째, 외모만족도가 아이 메이크업 관심도에 미치는 영향에서 는 이목구비에 대한 외모만족도가 높을수록 아이 메이크업 관심도가 높게 나타났다. 셋째, 외모만족도가 아이 메이크업 관리행동에 미치는 영향에서는 피부상태에 대한 외모만족도가 높을수록 유행선도형 메이크 업 관리행동이 높게 나타났다. 결론적으로 외모만족도가 높을수록 아이 메이크업 관심도가 높아지고 메이 크업 관리행동에 영향을 미치는 것을 알 수 있었다.

본 연구는 스포츠 휴먼브랜드의 굿즈상품(Goods) 가치, 감정반응(PAD), 소비 행동 간 일어나는 현상을 분석하기 위해 2021년 10월 18일~2022년 1월 12일까지 온라인 서베이(URL), DM, E-mail 등을 활용하여 371명을 편의 표준추출법으로 표집하였으며, 불성실한 응답자 51명을 제외한 유효 표본 320명을 인과 관계(SEM)를 적용하여 분석하였다. 첫째, 휴먼 브랜드의 굿즈 가치는 감정반응에 정(+)의 영향으로 가설이 채택되었다. 둘째, 감정반응은 소비 행동에 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 셋 째, 휴먼 브랜드의 굿즈 가치는 소비 행동에 정(+)의 영향을 미치며 부분적으로 가설이 채택되었다. 마지막 으로 굿즈상품(goods) 가치와 소비 행동의 관계에서 감정반응의 간접효과는 통계적으로 유의 의미한 것으 로 나타났다.

This study was conducted to provide basic data for evolving a strategy for the development of Vietnam’s customized HMR program and formulating a marketing strategy by analyzing the characteristics and variations of HMR consumption behavior by household size. The results of the analysis were as follows: The number of single households using HMR as a general meal at home was higher than multiple-person households. Moreover, there was a high preference for ‘ready to heat’ and ‘ready to eat’ products, which are relatively easy to cook and prepare. It was observed that single households preferred department stores, hypermarkets, and convenience stores for purchasing HMR when compared to multiple households, and that single households preferred to acquire information through TV/radio and internet advertisements. Among the HMR selection attributes, single households valued taste, quantity, price, preparation process, preparation time, and ease of storage as important. Reflecting on the results of this study, when developing HMR in Vietnam, it is necessary to develop a product that can nutritionally replace the general meal with a focus on convenience. In addition, there is a need for products that possess various attributes such as convenience, health, and eco-friendliness.