본 연구는 외국인 소비자들을 대상으로 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 미치는 영향을 자민족중심주의의 조절효과를 중심으로 실증분석하고 있다. 287명의 외국인 소비자들을 대상으로 실증분석을 실시한 결과 첫째, 한류콘텐츠 만족도와 노출도는 모두 한국산 제품의 구매의도를 높이는 것으로 나타났다. 이러한 결과는 한류콘텐츠에 만족하거나 빈번하게 노출되는 외국인 소비자들의 경우 한국산 제품에 대한 긍정적인 원산지 효과로 인해 한국산 제품의 구매의도가 높아질 수 있다는 것을 시사한다. 둘째, 자민족중심주의의 조절효과를 검증한 결과 자민족중심주의는 한류콘텐츠 만족도와 한국산 제품 구매의도 간의 관계뿐만 아니라 한류콘텐츠 노출도와 한국산 제품 구매의도 간의 관계 모두에서 부(-)의 조절효과를 보이는 것으로 나타났다. 자민족중심적 성향을 지닌 소비자들의 경우 자국산 제품을 애용해야 한다는 신념을 가질 수 있다. 즉, 이러한 결과는 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 긍정적인 영향을 미친다 하더라도 자민족중심주의가 높은 경우, 이들 간의 긍정적인 관계가 약화될 수 있다는 것을 의미한다. 최근 한류가 사회적으로 큰 관심을 받고 있는 가운데외국 소비자의 한국산 제품 구매의도에 있어 한류콘텐츠의 만족도 및 노출도와 자민족중심주의 간 상호작용효과를 규명하였다는 점에서 본 연구는 국제마케팅 분야에 의미 있는 이론적 시사점을 제시할 수 있을 것으로 판단된다. 뿐만 아니라 본 연구의 분석결과는 한류콘텐츠를 활용하여 해외 시장으로의 진출을 고려하는 많은 한국 기업들에게 유용한 실무적 시사점 역시 제시할 수 있을 것으로 기대된다.

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers’ on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands’ ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

This study aims to gather precise information on the real fabric color and texture, and purchasing intention of mobile shoppers buying clothes. Eighty volunteers participated in the sensory test on three smartphones with four colors and two fabricssmooth taffeta and hairy doeskin. This study carried out the posteriori test using the one-way ANOVA and Duncan test by SPSS21.0. In the analysis’ results of color preference, there were no differences among the four colors of taffeta between the smartphones, but different preferences between the red and yellow doeskin exist. In the case of the Samsung phone, which has an immense color distortion, the red fabric has a low color preference. In contrast, on the Apple phone yellow fabric had the highest preference because of its brightness. The Apple phone also has the highest purchasing intention of yellow colored taffeta, which is similar to the color preference results, although the real fabric has the opposite result. For doeskin, the real red and blue colored fabric has the highest purchasing intention. The Samsung phone has the biggest color mismatch with the real fabric. It also has the lowest purchasing intention of red taffeta fabric, while the LG phone has the lowest purchasing intention of blue fabric. Using the paired comparison method of the similarity between ‘real’ fabrics and the mobile version of fabric colors has a low similarity on all four colors of taffeta and doeskin fabrics. Therefore it can be concluded that phones do not represent the ‘real’ fabric color.

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.

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.

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 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 market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: ‘online relationship’ and ‘internet role.’ Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers’ actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers’ specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

본 연구에서는 모바일 환경에서 패션제품을 구매할 때 소비자의 구매의도에 영향을 미치는 영향 변수로 쇼핑가치와 새로운 기술을 수용하는데 영향을 주는 신념 변수로 알려진 사용용이성과 유용성을 채택하여 경로모형을 구성하여 검정하였고, 구매경험에 따른 집단 별(중구매/경구매 집단)로 경로모형을 비교분석하였다. 온라인 설문 전문업체를 통해 스마트 폰을 통해 패션제품을 구매한 경험이 있는 20-30 대 성인을 대상으로 설문지 분석을 시행하였고, 총 411부의 유효한 데이터를 SPSS 21과 AMOS 19 프로그램을 이용하여 분석하였다. 쇼핑가치는 감성적인 차원의 쾌락적 쇼핑가치와 실용적인 차원의 실용적 쇼핑가치로 분류되었고 구성변수의 신뢰성이 확인되었다. 경로모형의 적합성은 적합한 것으로 입증되었으며, 최근 1년 동안 스마트폰을 통해 패션제품을 구매한 횟수에 따라 중구매 집단과 경구매 집단으로 분류하여 경로모형을 비교분석한 결과는 다음과 같다. 두 집단 모두 공통적으로 쾌락적 가치보다는 실용적 가치가 모바일 구매의도에 미치는 직접적인 영향력이 유의한 것으로 나타났고, 사용용이성은 직접적으로 구매의도에 영향을 미치기보다는 유용성을 거쳐 구매의도에 영향을 미치는 것으로 나타났다. 구체적으로 중구매 집단의 경우, 쾌락적 쇼핑가치가 구매의도에 주는 영향과 사용용이성이 구매의도에 주는 영향을 제외하고는 모든 경로가 유의한 것으로 나타났다. 경구매 집단에서는 쾌락적 쇼핑가치가 사용용이성에 주는 영향, 실용적 쇼핑가치가 유용성에 주는 영향, 쾌락적 쇼핑가치가 구매의도에 주는 영향, 사용용이성이 구매의도에 주는 영향의 경로가 유의하지 않은 것으로 밝혀졌다. 본 분석 결과는 다양한 유통채널을 사용하여 제품을 구매하는 현대 소비자들을 모바일 구매로 유도하기 위한 차별화된 모바일 마케팅 전략을 수립하는데 근거가 될 것이다.

The competition to acquire customers with repurchase intention is getting more and more intense in the saturated smartphone market. That is why the aim of this study is to investigate the difference in purchasing determinants between various age groups and gender. Furthermore we aimed to analyze which of the purchasing determinants influence repurchase intention. In order to gather information we conducted a survey on 252 respondents. We selected 5 purchasing determinants (A/S, H/W, switching cost, network effect and design) by conducting factor analysis and validity analysis. Then we analyzed how respondents of different age groups and gender perceived different purchasing determinants and analyzed the influence purchasing determinants have on repurchase intention. As for analyzing the difference of purchasing determinants throughout various age groups, the H/W, A/S, network effect showed a notable difference. The older respondents tended to consider H/W, A/S , network effect more importantly than younger respondents. When it came to comparing the results depending on the gender, male respondents tended to consider H/W factor more importantly compared to female respondents and the opposite was true for other factors such as A/S, switching cost, design, and network effect but there weren’t any significant differences. Finally, out of various determinant factors, network effect and design turned out to have a considerable influence on repurchase intention. That is why it would be highly appropriate to say that if a company intends to boost repurchase intention, enhancing network effect and developing an effective design would be crucial. This study differs from other existing researches in that we analyzed respondents from different age groups and gender separately. Also unlike other researches we directly analyzed the influence purchasing determinants have on repurchase intention not customer satisfaction. This study is expected to serve as basic information that can be used to establish strategies both in an academic and practical level, allowing companies to boost the repurchase intention of the smartphone market.

목적: 본 연구의 목적은 여러 산업의 선행연구들을 통하여 고객에게 제공되는 관계효익의 개념을 경제적 효익, 고객화효익, 사회적효익, 심리적효익으로 구분하여 전환장벽과 재구매의도에 미치는 영향에 대하여 확인하고자 하였다. 방법: 본 연구는 안경원에서 안경테, 안경렌즈, 콘택트렌즈를 구입하였던 347명의 고객을 대상으로 설문 조사하고 그 데이터를 분석하였다. 데이터 분석은 SPSS 18.0 통계프로그램을 이용하여 빈도분석, 요인분석, 회귀분석을 실시하여 안경원의 관계효익과 전환장벽, 재구매의도에 관한 연구 가설을 검증하였다. 결과: 첫째, 관계효익 중 심리적효익과 고객화효익이 전환장벽 형성에 긍정적인 영향을 미쳤다. 둘째, 관 계효익 중 세 요인, 즉 심리적효익, 경제적효익, 고객화효익이 재구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 전환장벽이 재구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 결론: 본 연구에서는 안경원의 관계효익 중에서 심리적효익이 전환장벽과 재구매의도에 중요한 역할을 하 는 것과 관계효익의 네 요인 중 고객화효익이 전환장벽 형성과 재구매의도에 영향을 주는 것을 발견하였다. 경제적효익은 재구매의도 형성에만 영향을 미치므로 안경원 경영자는 안경사의 장기 근무를 위한 노력과 재 교육을 제공하여 고객관계관리를 통한 전환장벽 형성과 재구매의도를 높이려는 노력을 기울여야 할 것이다.

Modern men are much more interested in their appearance than ever before, as well as showing an increased need for uniqueness in order to construct their own sphere and pursue differentiation from others. Besides, changes in life style and the aesthetic sense are causing men to pursue various kinds of clothing benefits so that they want a suit with characteristics beyond the stereotyped design and style. They have started to be actively engaged in clothing purchases, forming a driving force for the growth of the male suit market. Hence, this study has significance in that it offers data conducive to consumers’ custom suit purchase by reviewing data on the present condition of the custom suit market and bespoke suits. In addition, it aims to give a summary on the theoretical bases of preceding studies, including the need for uniqueness, pursuit of clothing benefit and concern for the appearance of male consumers, as well as examining the factors that influence on their bespoke suit purchase intentions. Accordingly, this work intends to construct a basic environment for consumers to approach the custom suit market easily and pave the way for male suit markets through offering marketing data and information that is helpful for custom suit-related markets.

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out

Social commerce is a kind of internet shopping mall in which consumers purchase the products with other consumers through mutual interactions including the development of SNS(social network service). Social commerce has expanded rapidly as a mainstream online shopping mall over the past five years driving consumers to purchase more fashion products providing the cheaper prices than open market internet shopping mall. The purpose of this study is to identify the important parameters of social commerce characteristics and consumer characteristics that affect repurchase intention and wordof-mouth intention. A 221 survey questionnaire was distributed to men in their 20’s and 30’s who live in Seoul metropolitan area. The data were analyzed utilizing Cronbach's α, factor analysis, and regression analysis using the SPSS 18.0 program. The results revealed, first, that in terms of social commerce characteristics, three variables(website reputation, interactivity, and product scarcity) influenced repurchase intention. Among them, website reputation identified as the most important factor influencing repurchase intention and word-of-mouth intention. Second, with regard to consumer characteristics, interest and a tendency toward impulse buying affected the repurchase intention, and interest and internet shopping experience have influenced the word-of-mouth intention. Among three variables interest in social commerce identified as the key factor affecting both repurchase intention and word-of-mouth intention. The results of the study provide the practical implications and suggest the business strategies to enhance social commerce in the future by identifying the key social commerce characteristics and consumer characteristics that influence male consumers’ buying behaviors.

In this paper, we present the theoretical aspects and practical implications in terms of the following: First, the consumption value of the consumer is validated against the effects of the smart phone. Second, the consumption values by brand has its purpose is to verify the differences by navigating to the impact of repurchase. The data was collected in a self-administered survey 210 undergraduate students, using smartphone between september 9th-30th, 2014. A total of 152 questionnaires were collected and used for the data analysis.

온라인 상거래가 일상의 한 행위로 자리 잡은 요즈음 오프라인 채널과 온라인 채널 간의 간극이 점점 좁혀지고 있다. 즉, 종전에는 오프라인 상에서의 소비자 구매행위와 온라인상에서의 소비자 구매행위가 판이하게 달랐으나 온라인상에 서의 다양한 상거래가 보편화되면서 이제는 온라인상에서의 구매행위에 대한 연구가 활발하게 이뤄지고 있다. 그러나, 아직도 오프라인상에서의 신뢰가 온라인 구매행위에 미치는 영향에 관한 연구가 피상적인 수준에 머물러왔다. 이에 본 연구에서는 기존 연구의 한계를 극복하기 위하여 개인이 느끼는 뉴로티시즘 성향이 온라인상에서 사용자가 느끼는 불확실성, 거래비용, 그리고 만족 및 지속구매의도에 미치는 조절효과를 체계적으로 분석하고자 한다. 406부의 유효한 설문지를 토대로 분석한 결과, 사용자가 느끼는 거래비용은 온라인쇼핑 지속구매의도에 부의 효과를 미치고 있지만, 만족에는 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 또한, 사용자가 가지고 있는 뉴로티시즘 성향은 온라인쇼핑 지속구매의도와 그 영향 요인들 간의 모든 관계에서 유의한 조절효과를 보이고 있는 것으로 나타났다.

제품유형과 가격, 브랜드 이미지 등의 상호작용이 소비자의 구매의도와 품질지각에 미치는 효과에 대해서는 다양한 현상을 관찰해 왔다. 그러나 제품유형과 제조방식의 상호작용이 이 요인들에 미치는 효과에 대해서는 연구가 드물었다. 그러나 3D프린터의 등장은 기계를 통한 자동화 생산과 수공예로 대표되던 제조방식에 3D프린팅이라는 새로운 방식을 추가하였고, 이러한 새로운 틀이 소비자의 구매의도와 품질지각에 영향을 미칠 가능성이 있기에 연구가 필요하다. 따라서 본 연구는 제품유형과 제조방식의 상호작용이 구매의도와 품질지각에 미치는 효과를 검증하기 위하여 이루어졌 다. 이를 위한 실험 1은 성격이 다른 제품유형(드론 vs. 바이올린 vs. 컵)을 선정하였고, 제품유형별로 선호하는 제조방식 이 다르게 나타나는지 측정하였다. 결과적으로 소비자들은 드론과 같은 최신제품은 3D프린팅 제작을, 바이올린은 수공예 제작을, 컵은 대량생산이 용이한 기계 제작을 선호하는 것으로 나타났다. 실험 2는 제품유형에 따른 제작방식 선호의 차이가 구매의도와 품질지각에 미치는 영향에 대한 검증을 시도하였다. 즉 드론은 3D프린팅 제조일 때 구매의도 가 가장 높았고, 바이올린은 수공예일 때 구매의도가 가장 높았으며, 컵은 기계 제작일 때 구매의도가 가장 높았다. 또한 드론은 제작방식 간 품질지각에 차이가 없었던 반면, 바이올린은 수공예의 품질을 가장 우수하다고 지각했고, 컵은 3D프린팅에서 품질을 가장 낮게 지각했다(컵은 3D프린팅 제작일 때 구매의도도 가장 낮았다). 본 연구가 소비자 심리학, 마케팅, 광고 등의 분야에 폭넓은 시사점을 줄 것으로 기대한다.