This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

비건 화장품 시장이 급성장하는 가운데, 소비자의 환경 및 윤리적 가치 지향이 강화되고 있지 만, 이에 관한 연구는 제한적이다. 본 연구는 비건 화장품의 구매의도에 영향을 주는 소비자의 가치 인식과 환경 동기, 그리고 지각된 장벽 간의 관계를 분석하였다. 300명의 비건화장품 사용 경험이 있는 여성을 대 상으로 PLS-SEM 분석을 진행한 결과, 금전적 가치, 사회적 가치, 브랜드 가치, 감정적 가치, 품질 가치, 그리고 환경 지식이 구매의도에 큰 영향을 주는 것으로 확인되었다. 조절 효과 분석에서는 이미지 장벽과 가치 장벽이 중요한 요인으로 나타났다. 중요도-성능 지도 분석을 통해, 감정적 가치가 비건 화장품의 구 매의도를 강화하는 전략적 결정에 중요한 핵심 요인으로 드러났다. 본 연구는 비건 화장품 시장의 경쟁력 강화와 지속 가능한 소비 태도 활성화에 대한 이론적 및 실무적 기여를 제공한다.

본 연구는 네일 케어 방법에 따라 위험지각과 만족도를 분석하는 것을 목적으로 한다. 이를 알아보기 위하여 네일 케어의 두 가지 방식인 니퍼 케어와 드릴케어로 나누어 각각의 소비자의 인식, 위험지각 그리고 만족도에 대한 문항 구성하였다. 또한 인구통계학적 특성 문항을 포함한 설문 200부를 표본으로 하여 통계 분석을 시행하였다. 연구 결과, 드릴케어 와 니퍼케어 모두 위험 지각 구성요인이 만족도와 유의한 선형관계에 있으며, 통계적으로 유의한 수준으로 확인되었다. 두 유형 모두 성과적 위험지각은 유의하게 정의 관계를 보였 다. 시술에 대한 불안이 큼에도 결과적 만족, 즉 구매라는 행동 의도로 이어져 유의미한 가 치를 제공했다. 이러한 결과를 통해 네일 산업 연구에 시사점을 제시하였으며, 더 실증적인 결과물을 제시하여 산업의 발전에 활용할 수 있도록 하였다.

본 연구는 헤어서비스전문가의 블랙컨슈머 행동지각이 정서적 소진과 자아탄력성에 미치는 영향에 대하여 연구하는 것을 목적으로 한다. 서울, 경기, 전남지역 헤어미용전문가를 대상으로 318부의 설문지가 최종 분석 자료로 사용되었으며 SPSS 26.0 통계 프로그램을 사용하여 분석 되었다. 연구결과는 첫째, 블랙컨슈머 행동지각이 정서적 소진에 정적(+)상관관계를 보였고, 블랙컨슈머 행동지각이 자아탄력성에 부적(-)상관관계를 보였다. 정서적 소진과 자아탄력성은 서로 부적(-)상관관계를 보였다. 둘째, 블랙컨슈머 요인 중 과도성이 정서적 소진에 영향을 미치고 있음이 확인되었다. 셋째, 블랙컨슈머 요인 중 과도성, 상습성이 자아탄력성에 영향을 미치고 있음이 확인되었다. 넷째, 정서적 소진은 자아탄력성에 영향을 미치고 있음이 확인되었다.

Based on the viewpoint of Chinese consumers' perceptions of Femvertising (advertising which portrays women), this study further clarifies the factors of Chinese consumers' perceptions of Femvertising and probes into their influence. Specifically the present study analyzed articles which are discussed on advertising cultures related women model and their social / home roles. Then we conducted survey questions based on the theoretical discussion, and the survey of 583 Chinese consumers showed that Chinese consumers had five factors on Femvertising: female subjectivity, social resistance, female orientation, female empowerment and social commerce. The notable results are that ‘Female subjectivity’, ‘female orientation’ and ‘social resistance’ have a positive and significant effect statistically on purchase intention on the advertising, while ‘social commerciality’ and ‘female empowerment’ have a significant and negative effect on it. These results will help not only scholars who study about advertising with feminine scopes, but also advertising field producers for making efficient advertisements. Further discussions on Femvertising are explained in the current article.

관상어는 최근 전 세계를 비롯하여 우리나라 관상어의 산업적, 사회적 가치가 재인식됨 으로써, 우리나라의 관상어 시장은 지속적으로 성장을 하고 있지만, 상품으로서는 일부 품종에만 한정되어있어 경쟁이 가능한 품종이 부족한 상태이다. 따라서 우리나라는 관상 어의 경쟁력을 확보해야 하고 뿐만 아니라 지속적인 홍보 전략 마련이 필요한 상황이다. 그리하여 본 연구는 한국 토종 담수 관상어의 대중화를 위해 일반인 10대부터 50대까지 의 다양한 연령대를 대상으로 온라인 설문조사를 실시하였다. 설문 결과, 한국 토종 담수어의 관심도는 ‘예’ 32%, ‘아니오’ 68%로 관심이 비교적 적 은 것으로 나타났다. 그리고 한국 담수 관상어의 개발현황 파악 인지도는 ‘예’ 18%, ‘아니 오’ 82%로 일반인 소비자 대부분이 개발현황 파악 인지를 하지 못 하고 있음을 알 수 있 었다. 또한, 우리나라의 소비자가 바라본 한국 담수 관상어의 개선방안은 ‘수입어종보다 아름다운 어종’ 88%, ‘홍보’ 76%, ‘사육난이도’ 43%, ‘분양비용’ 39%로 외관적인 개선과 홍보 전략이 높게 나타났다. 따라서 우리나라는 관상어의 대중화를 위해 한국 담수 관상 어의 외관적인 개선과 지속적인 홍보 전략 방안을 모색하여야 한다.

This study aimed at examining fashion consumers’ awareness during the COVID-19 pandemic. Big data analysis methods, such as text mining, social network analysis, and regression analysis, were applied to user posts about fashion on Korean portal websites and social media during COVID-19. R 3.4.4, UCINET 6, and SPSS 25.0 software were used to analyze the data. The results were as follows. In researching the popular fashion-related topics during COVID-19, the prevention of infection and prophylaxis were significant concerns in the early stage (Jan 1 to Jan 31, 2020), and changed to online channels and online fashion platforms. Then, various topics and fashion keywords appeared with COVID-19-related keywords afterwards. Fashion-related subjects concerned prophylaxis, home life, digital and beauty products, online channels, and fashion consumption. In comparing fashion consumers’ awareness during COVID-19 with SARS and MERS, “face masks” was the common keyword for all three illnesses; yet, the prevention of infection was a major consumer concern in fashion-related subjects during COVD-19 only. As COVD-19 cases increased, the search volume for face masks, shoes, and home clothes also increased. Consumer awareness about face masks shifted from blocking yellow dust and micro-dust to the sociocultural significance and short supply. Keywords related to performance turned out to be the major awareness as to shoes, and home clothes were repurposed with an expanded range of use.

This paper provides basic data for product developers by investigating the consumption status, consumer perception, and consumer demand on products using Aster Yomena. Two hundred ninety-five people over 20 years of age were analyzed according to gender and age. In the purchase of Aster Yomena products, men were the higher purchasers except for powder. In age, noodles, wild vegetables, jangajji, tteok, and powder were consumed by those older than 30 years. In an analysis of purchase when developing Aster Yomena products, the male purchase intention was higher in all items except for kalguksu in the staple, and male purchase intention was higher in only bibimbapseasoning among aster powder addition sauce and all items in dessert. The purchase intention of those older than 30 years was higher in all items of staples, aster powder addition sause and sause The purchase intention of those older than 30 yearse was higher in green vegetables juice and milk tea among drink, and all items except ice cream among dessert. An analysis of the popularization of Aster Yomena revealed higher perceptions of men in the medium (TV, internet, online cafe, agro-fishery market), experience program (area tourism, exposition), and product development (convenience food, recipe development). The medium (agro-fishery market), experience program, and product development were more recognized in their 30s or more. The products with aster yomana require the most effective marketing to men 30 years and older, and require a strategy that will interest those in their 20s.

Purpose of the study is to explore the effect of the types of mobile coupons(textvs. image-focused coupons; free-gift vs. discount coupons) on characteristic perception of mobile coupons, and the causal relationships among characteristic perception, attitude, and use intention of mobile coupons. A total of 140 university students participated in experiments with questionnaires including one of the four stimuli. Important findings are as follows. First, image-focused mobile coupons generated more enjoyment than did text-focused coupons. However, the text/image-focused coupons were not different in perception of informativeness and credibility of mobile coupons. Second, enjoyment perception was significantly increased when image-focused contents were combined with discount coupons whereas enjoyment perception was decreased when text-focused contents were combined with free-gift coupons. This interaction effect reflects that the level of enjoyment of consumers can be changed in terms of the combination of the value-provision types of coupons and the text-image focused contents. Third, it was found that consumer perception of coupon characteristics formed attitudes toward mobile coupons, and use intention of mobile coupons was determined by attitudes toward mobile coupons. Study findings may fill the void of research investigating the effect of text-image contents and the types of coupons on consumer reponses toward mobile coupons. Mobile coupons have limited quantity of information within a small size of mobile phone screen, therefore, the results were not consistent with prior research tested with mobile advertisements indicating the effect of text-image contents on perception of informativeness and credibility.

Food traceability (FT) is being developed while food traceability system (FTS) has become the hot topic for the food safety of the food supply chain (FSC), government regulations, and customer’s satisfaction. This survey explored the Korean consumer’s awareness, preferred information, and willingness to pay for the traceability of processed food. 35.2% of the respondents were not aware of FT whereas 77.5% did not know about FTS. The customer’s perception on the purpose of FT was as a consumer's right to know (51.8%), rather than as one enhancing food safety. The customers’ awareness of FT on processed and functional food was lower than that on agricultural, livestock, and fisheries products. The important stage of FSC that the consumers perceive was manufacturing and importing (51.5%), and the preferred information was related with raw materials. Only 7.2% of the respondents perceived FT as food safety-related certifications, which is much lower than HACCP (62.9%) and GMP (17.6%). The consumers had willingness to pay for FT at a premium of 5-10% higher than the regular price. Consumers are paying attention to food safety and quality but they are still unfamiliar with FT. Stakeholders in FSC should work together to increase consumer awareness of FT/FTS and improve consumers’ behavior.

This study was designed as the precedent research to develop improve the HMR type flavored cooked rice, by analyzing the consumer perception and purchase pattern. This will in turn provide base data to that will help in the development of products that meet consumer’s convenience and quality demands. An online survey of 247 people (63.5%) in the age of 20 to 60 was conducted on January 2019. For the primary reason of buying those products, the survey respondents chose a convenience of 71.7%. They are likely to buy 1~2 times a month (40.5%) in hypermarkets (63.6%). The channel choice showed meaningful difference between segments (p<0.01). 89.1% of respondents replied that they are willing to purchase frozen flavored cooked rice in the future. The Key Purchasing factor appeared to be the flavor (5.80), while nutrition (4.89) was chosen as the least important factor. For flavor preference, sea food received the highest score (5.05), while radish kimchi flavor received the lowest (4.02) with a meaningful difference by gender and age (p<0.01). Consumers who sought nutrition, convenience and adventure in HMR products had higher willingness to re-purchase. Developing healthy, flavorful, sensory, and enjoyable HMR products will be critical in the fulfillment of diverse consumer needs.

The purpose of this study is to examine consumers’ perceived anxiety about the safety of clothing and lifestyle products and the influencing factors by focusing on the physical risk factors in the overall clothing industry. The results showed that anxiety about chemicals and hygiene products has a greater impact than anxiety about clothes and beauty products. We also identified the effect of consumers’ subjective perceptions of their health and demographic characteristics related to anxiety. The results of this study can be used as fundamental data for to effective communicate methods and consumer safety-related policies to reduce consumers’ anxiety related to clothing. It is also ultimately meaningful to help consumers make informed decisions that lead to safe and sustainable consumption.

목적 : 오늘날 우리나라 안경원은 대기업 및 중소기업의 수익성 악화로 인한 경제적 위기와 의료산업의 발달로 인해 저성장 사업으로 전락하고 있다. 안경원 생존을 위한 방안을 확인하기 위해 소비자들의 직접 경험의 중요한 요인 중 하나인 물리적 환경, 즉 안경원 서비스스케이프의 요인 중 안경원의 경영에 영향을 미치는 요인을 확인하고자 한다. 방법 : 이를 위해 선행연구들을 검토한 후 구조화된 연구모형과 가설들을 수립하고 광주지역의 안경원 방문고객들에게 설문조사를 실시하여 208부의 유효설문지를 획득하여 분석에 활용하였다. 분석은 SPSS 24.0과 AMOS 24.0 통계패키지를 활용하여 빈도분석, 기술통계분석을 실시하였으며, 내적 일관성을 확인하기 위해 Cronbach’s α와 타당성 검토를 위해 확인적 요인분석(CFA: Confirmatory Factor Analysis) 을 실시하였다. 또한 상관관계분석를 통해 변수들의 관계와 방향성을 확인한 후 단순회귀분석, 다중회귀분석 및 위계적 조절회귀분석을 실시하였다. 결과 : 분석 결과 안경원 서비스스케이프의 하위요인들은 각각 소비자들의 만족도를 높이는 중요한 요인일 뿐 아니라 소비자들의 충성도를 높이는 중요한 요인임을 알 수 있었다. 결론 : 본 연구의 시사점은 첫째, 그동안 호텔, 레스토랑 등 외식분야와 다양한 서비스업종에서 검토되어오던 서비스스케이프에 대해 안경원 차원에서 분석을 실시한 것을 들 수 있다. 둘째, 서비스스케이프의 각 하위요인들이 만족도와 충성도를 높이는 중요한 요인임을 확인한 것은 결국 안경원을 방문하는 고객들이 심미성, 편리성, 청결성, 적절한 공간배치 및 적합한 주변환경의 제공을 통해 긍정적인 경험을 얻게 하여야 하며 이를 통해 만족도와 충성도를 높일 수 있음을 시사한다.