Existing studies report that social media influencers’ number of followers is a determinant of their influence. However, not every consumer follows an influencer with a high number of followers. Therefore, differences in individual characteristics should be considered in the effectiveness of influencer marketing. This study draws on the cultural dimensional theory to examine the moderating role of consumers’ cultural values at the individual level in the effects of social media influencers with many followers. The results show that the relationship between social media influencer follower count and brand reputation depends on the cultural values of individual consumers. This study makes certain contributtions to the advancement of research on influencer marketing and cultural values by identifying the different impact of follower account of social media influencers with many influencers.

This study is designed to measure the impact of a car’s horse power and torque - aspects related to performance among various factors that affect consumer purchase decision-on consumers when buying a car. The research of the results can be interpreted as indicating that the premise, “The impact of torque and horsepower on consumer purchase decision is not significant,” is true.

The objective of this study was to investigate important factors affecting food choice, specific dietary changes over past few years and to find out consumer opinions concerning the use of yogurt and oligosaccharides. Results of this study showed that three most important factors in food selection were taste (52.5%), nutrition (23.4%) and safety (15.8%). Three most important nutritive factors were protein (26.3%), calorie (19.2%) and vitamin (13.8%). Specific dietary changes of the respondent over past few years didn't affect meat intake, but increased vegetable and fruit intakes. Majority of the respondent (52.3%) ate yogurt more than 3 times per week and 35.6% of them ate 3~4 times per month. Reasons for intake of oligosaccharides were as follows; low calorie (40.8%), sweetener (28.3%)and bifidogenic factor (25.0%). The respondent regarded that yogurt had more preventive effect of disease than that of oligosaccharide.

온･오프라인 유통 채널이 서로의 단점을 보완, 유기적으로 통합된 새로운 유통 패러다임으로 옴니채널쇼핑(omni-channel shopping)이 전 세계적으로 주목 받고 있는 상황이다. 소비자들은 자신들이 모르는 새 온･오프라인을 넘나들며 서비스를 이용하고(EC연구회 외, 2015), 이러한 서비스의 이용은 가속화 될 것이라는 전망이다. 그러나 소비자는 혁신적인 제품･기술을 바로 수용하는 것은 아니며 일정정도 저항을 거친 후에 수용하는 성향을 보이고 있다. 이에 본 연구에서는 식음료판매 옴니채널쇼핑의 대표적인 서비스인 스타벅스 사이렌오더를 혁신의 개념으로 이해하고 이에 대한 잠재 이용자의 저항에 영향을 미치는 요인을 도출, 혁신저항이 소비자 만족도에 영향을 미치는지 확인해 보았다. 연구결과, 지각된 유용성, 소비자 혁신성, 복잡성, 복귀성이 혁신저항에 영향을 미치고 혁신저항은 소비자 만족도에 영향을 미치는 것을 확인할 수 있었다. 본 연구 결과를 통해 옴니채널쇼핑의 후속연구와 관련 종사자들을 위한 실무적 정보를 제공 하는데 도움을 줄 수 있을 것이라고 생각한다.