In a situation where the importance of eco-friendly fashion is growing, this study adds to the needed research by analyzing consumption value satisfaction factors, brand image, and repurchase intentions of eco-friendly fashion products. During the investigation, the impact of gender was also accounted for to establish an effective marketing strategy. In June 2024, 250 surveys were evaluated from domestic consumers with experience purchasing eco-friendly fashion products. Descriptive statistical analysis, factor analysis, reliability analysis, and regression analysis were performed. Five factors were measured to determine satisfaction with the consumption value of eco-friendly fashion products: emotional value, functional value, social and situational value, passive value, and rare and eco-friendly value. Empirically subdividing satisfaction with eco-friendly fashion as recognized by consumers reveals meaningful findings about consumption value. Among the factors of consumption value satisfaction with eco-friendly fashion products, functional value, social and situational value, and rare and eco-friendly value all positively affected repurchase intention. The consumer’s gender also made a difference in satisfaction. Considering these results, the marketing effect of eco-friendly fashion can be increased. This study will be able to increase the ESG management effect of fashion companies. By performing ESG management, the fashion industry can achieve social and environmental responsibility along with sustainable growth.

This study analyzed differences in the purchase satisfaction and repurchase intention of customers who buy clothing products from online platforms. The participants were teenage individuals to those in their 50s residing in Busan, Ulsan, and Gyeongsangnam-do. The data were examined via factor analysis, a t-test, Analysis of variance(ANOVA), Duncan’s multiple range test, two-way ANOVA, and linear regression analysis. The factors for satisfaction with clothing products from online platforms were wearing comfort and quality, design, and price and purchase convenience. The findings revealed that purchase satisfaction based on these factors significantly varied among the participants depending on marital status, age, and occupation. Satisfaction with wearing comfort, quality, and design differed by gender. Satisfaction with wearing comfort, quality, and price and purchase convenience varied by type of purchase and type of online platforms. The interaction effects among the variables that affected purchase satisfaction were as follows. The interaction effects among the variables for wearing comfort and quality showed significant interactions between gender and type of purchase and between occupation and type of online platforms. Those for design showed significant interactions between marital status and age, between age and occupation, and so on. The interaction effects for price and purchase convenience showed significant interactions between marital status and gender and between age and occupation. The results on repurchase intention showed significant differences in such intention by marital status, age, and occupation. Repurchase intention was influenced by wearing comfort and quality, price and purchase convenience, design, and age.

The rapid advancement of technology has created unprecedented opportunities for brands to engage with their existing and potential consumers through digitally enriched products. One such technology that enables the digital enrichment of analog products is augmented reality (AR). Through AR, consumers are able to directly interact with brands, for example, by scanning a product to unlock animated digital content that prompts them to take reciprocal actions. Recognizing that technologies that fail to actively engage consumers may struggle to realize their full potential, our study incorporates consumer brand engagement as a key factor of investigation. Consumer engagement with the brand signifies a higher level of commitment and aids in building lasting and beneficial relationships, as well as enhancing brand knowledge, ultimately positively influencing consumer-based brand equity.

Customers’ service experience is related to the perceived state in the process of interacting with the target at various channel touchpoints (Kaushal & Yadav, 2023). Furthermore, positive customers’ service experiences can increase the repurchase intention of buyers by strengthening the interconnection and cooperation between buyers and suppliers in business-to-business (B2B) firms and reinforcing corporate competitive positioning.

본 연구에서는 셀프 뷰티족 여성의 가치의식에 따른 개인용 뷰티디바이스 구매행동 및 재구매 의도에 미치는 영향을 알아보고자 하였다. 이를 위해 설문조사를 실시하고 총 342명의 설문지를 분석했다. 그 결과, 대상자의 개인용 뷰티디바이스의 가치의식, 구매행동, 재구매의도 정도에서 가치의식은 물질주의 적이, 구매행동은 경제성이 가장 높게 나타났다. 재구매의도는 전체 M=3.73, SD=0.80로 나타났다. 가치의식, 구매행동, 재구매의도의 상관관계 분석에서는 변수들마다의 정(＋)의 상관관계가 확인되었다(p<0.01). 셀프 뷰티족 여성의 가치의식이 개인용 뷰티디바이스의 구매행동(심미성, 동조성, 효과성)에는 심미추구적이, 구매행동의 경제성에는 물질주의적이, 구매행동의 신뢰성에는 자아존중적 요인이 가장 큰 영향을 미치는 변수로 확인되었다. 또한 셀프 뷰티족 여성의 가치의식의 자아존중적 요인이 개인용 뷰티디바이스의 재구매의도에 가장 큰 영향을 미치는 변수로 확인되었다. 본 연구를 통하여 셀프 뷰티족 여성의 가치의식은 소비자의 개인용 뷰티디바이스의 구매행동 및 재구매의도에 긍정적인 영향을 미치는 것을 알 수 있었으며, 뷰티디바이스 시장에 중요한 마케팅 기초 자료로써 도움이 될 수 있을 것이다.

본 연구는 공공구매시장에서 중소기업 기술개발제품에 대한 경쟁요인(낙찰가 격, 조달적합품질, 납품사후서비스, 납기)이 만족에 미치는 영향과 만족이 재구매 의도에 미치는 영향을 실증적으로 규명하고, 제도요인으로 정책부합성의 조절효과를 실증적으로 검증 하였다. 분석결과 경쟁요인은 만족에 모두 유의한 정(+)의 영향을 미치는 것으로 나타났고, 만족은 재구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 경쟁요인과 만족 간 관계에서 정책부합성은 유의한 조절효과를 나타냈으며, 구매자 혁신성에 따라 재구매 의도에 유의한 차이가 있음을 확인하였다. 본 연구는 기술혁신형 중소기업에게 공공구매시장에서의 마케팅 전략수립에 필요한 실무적 시사점을 제공하고, 민간시장 중심의 고객만족 연구를 공공구매시장까지 확장했다는데 연구의 중요한 의의가 있다.

In Korea, where the residential environment of well-being has been especially developed, marketing using well-being brands has been actively carried out, and more recently, there has been a growing interest in the well-being brand experience and the correct understanding of consumers' perceptions and attitudes. This study was intended to reveal that the experience of well-being brands increases the attitude and confidence of brands, and consequently positively acts on the intention and loyalty of purchasing them. First of all, the well-being brand experience not only works positively on brand trust and attitude, but also raises the intention of buying again. Second, well-being brand trust is showing a positive effect on brand attitudes and intent to buy back. Third, the well-being brand attitude turned out to have a positive effect on the intention of repurchase. Unlike conventional well-being brand-related research, this study focuses on brand experience, so it provides a new understanding of well-being brand experience and consumer psychology and behavior in well-being brand marketing. Thus, adding a new perspective to existing well-being brand research, the company's perspective provides practical implications that should be considered for successful well-being marketing.

본 연구는 스쿠버다이빙의 교육 서비스품질과 고객만족 및 재구매의사의 관계를 연구하는데 그 목적이 있다. 서울 소재의 스쿠버다이빙장의 스쿠버를 모집단으로 선정하고 비확률 표본추출법 중 편의추출법(conven-ience sampling)을 사용하여 총 200부의 설문지를 배포하였다. 이 중 불성실하게 응답되어졌 다고 판단한 46부의 설문지를 제외하고 총 154부의 자료를 유효표본으로 사용하였다. 자료처리방법은 SPSS18.0 프로그램을 사용하여 빈도분석, 탐색적 요인분석, 상관관계 및 다중회귀분석을 실시하였다. 본 연구결과는 다음과 같다. 첫째, 교육 서비스품질과 고객만족의 관계를 분석한 결과 교육 서비스품질 중 시설(β=.349), 프로그램(β=.340)이 만족에 영향을 미치는 것으로 나타났다. 또한 교육 서비스품질에 대한 고객만족의 설명력을 살펴보면, 교육 서비스품질의 전체 변량 중 약 47%의 설명력을 갖는 것으로 나타났다. 둘째, 교육 서비스품질과 재구매의 관계를 분석한 결과 교육 서비스품질 중 비용(β=.215), 프로그램 (β=.442)이 재구매에 영향을 미치는 것으로 나타났다. 또한 교육 서비스품질에 대한 재구매의 설명력을 살펴보면, 교육 서비스품질의 전체 변량 중 약 53%의 설명력을 갖는 것으로 나타났다. 셋째, 고객만족과 재구매의 관계를 분석한 결과 만족(β=.555)은 재구매에 영향을 미치는 것으로 나타났다. 또한 만족에 대한 재구매의 설명력을 살펴보면, 전체 변량 중 약 55%의 설명력을 갖는 것으로 나타났다.

Studies with various approaches are required for the globalization of Korean Food. The objectives of this study were i) how the preferences of foreign students residing in Korea on K-Wave, K-Drama, K-Pop and K-Friend affect their preference, satisfaction level and repurchase intention on Korean food, and ii) which of the factors have the strongest effects on their preference, satisfaction level and repurchase intention on Korean food. The results showed that the higher K-Wave, K-Drama, K-Pop and K-Friend preferences, the stronger effect on the preference, satisfaction level and repurchase intention on Korean food (p=0.0001). Among the factors for Korean food preference, the most critical one was K-Wave preference (p=0.0001), followed by K-Drama preference (p=0.0500). For the satisfaction level of Korean food, the most important factor among the four was K-Wave preference (p=0.0496), followed by K-Drama preference (p=0.0500). For the repurchase intention on Korean food, the most significant factor was the preference for K-Friend (p=0.0004), followed by K-Drama (p=0.0016) and K-Wave (p=0.0030). Based on these results, more efforts to invigorate the preferences for K-Wave and K-Drama, as well as various attempts to improve the preference for K-Friend are required for the globalization of Korean Food.

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.

본 연구는 사회적기업에 대한 관심이 높아짐에 따라, 일반 소비자들의 사회적기업 제품 구매 및 관심을 증대시키기 위하여, 기존 사회적기업 제품 구매경험을 가진 소비자들을 연구하고자 한다. 사회적기업 소비자가 제품을 구매하는 대가로 현장에서 제공받는 다양한 주관적 보상의 개념인 관계혜택이 재구매나 추천의도 등 고객행동에 미치는 영향을 확인하고자 한다. 또한 개인이 해당 사회적기업 제품을 생산, 판매하는 사회적기업과의 동일시 정도가 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)과 고객행동(재구매의도, 추천의도)간의 관계를 매개할 수 있음을 검증하고자 한다. 본 연구의 가설검증결과는 다음과 같다. 가설 1은 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)이 고객행동(재구매의도, 추천의도)에 정(+)의 영향을 미칠 것이다이며, 검증 결과 가설 1은 부분채택되었다. 구체적으로 재구매의도에 영향을 미치는 변수는 사회적 혜택과 확신적 혜택이며, 추천의도에 영향을 미치는 변수는 확신적 혜택이었다. 가설 2는 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)이 개인-기업 동일시에 정(+)의 영향을 미칠것이다이며, 검증 결과 가설 2는 채택되었다. 가설 3은 개인-기업 동일시는 고객행동에 정(+)의 영향을 미칠 것이다이며, 검증 결과 가설3은 채택되었다. 가설 4는 개인-조직 동일시가 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)과 고객행동과의 관계에 매개효과를 나타낼 것이다이며, 검증 결과 가설 4는 부분채택되었다. 구체적으로 개인-기업동일시는 사회적 혜택 및 확신적 혜택과 재구매의도 간의 관계를 매개하였고, 확신적 혜택과 추천의도 간의 관계를 매개하였다. 본 연구의 목적달성을 위한 분석결과, 사회적기업 마케팅 측면에서 개인-기업 동일시, 관계혜택에 집중한 전략을 수립하고, 시행함으로써 재구매와 추천의도와 같은 고객의 구매행동을 기대할 수 있다는 시사점을 제공하였다는데 의의가 있다. 끝으로 본 연구의 한계와 향후 연구방안을 제언하였다.

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.

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.

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.

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.

Korea and China has increase corporative trade volume since 1992. While this matter, Korea import China agricultural product which is using cheap labor and it makes huge market in Korea. But study and explain about factor of China agricultural product purchase is very rare. So this study try to figure out relationship among satisfaction factor of China agricultural product, consumer satisfaction, repurchase intention though the empirical study. As a result, the factor that competitive price, convenience, distribution structure and national image has positive significant effect on consumer satisfaction. And consumer satisfaction has positive significant effect on repurchase intention. But safety awareness has not significant effect on consumer satisfaction, so researcher analyze and explain result of empirical study, and then suggest solution for Korea agricultural product.