본 연구는 패션제품에 QR코드를 부착하여 소재와 세탁 등의 전문적 정보의 제공뿐 아니라 기업과 소비자, 소비자와 소비자를 연결하는 기능을 부여할 수 있도록 하기 위한 기초연구로 QR코드 적용 시 요구되는 정보에 대한 소비자의 인식과 선호를 조사하였다. 타 연령대보다 스마트폰 보급률이 높고 1인 가구의 비율이 높아 비대면 정보교환의 필요성이 높을 것으로 생각되는 20대를 대상으로 설문하였다. 현행 라벨을 통한 의류제품의 정보제공 방법에 대해서 개선의 필요성이 확인되었으며 특히 불충분한 정보제공, 전문적인 용어 사용, 세탁 기호의 불확실함이 불만족의 요인이었다. 따라서 다양한 방식으로 많은 정보를 전달할 수 있는 QR코드는 패션제품의 관리 정보제공의 효율적인 대안이 될 수 있을 것이다. 또한 응답자들은 아웃도어, 패딩, 정장 등의 고관여 의류 상품과 신체에 닿는 언더웨어류에 대해서 자세한 세탁방법, 사용 및 보관 시 유의사항, 소재의 기능성에 대한 정보를 얻고 싶어 했으며 캐주얼웨어, 코트에 대해서는 제품을 활용한 SNS 데일리룩, 제품과 어울리는 다른 상품, 비슷한 아이템의 추천 등 스타일링이나 의복 구매 정보를 제공받고 싶어했다. 따라서 QR코드를 이와 같은 다양한 정보 제공을 위한 웹사이트 또는 SNS의 연결수단 으로 사용한다면 소비자들의 정보추구 욕구의 충족과 함께 현명한 제품 사용을 도울 수 있을 것이며 초 연결시대 패션제품의 새로운 역할을 부여하는 대안이 될 수 있을 것이다.

21세기 경영환경 변화의 중심에 ‘지속가능성’(sustainability)과 ‘지속가능경영’(sustainable management) 이 대두되고 있다. 21세기는 그 어느 때보다도 인류의 생존은 물론 기업의 성장과 발전을 위해서도 ‘지속가능성’을 기업경영의 모토로 삼지 않을 수 없게 되었다. 기업의 지속가능한 발전을 위하여 무엇을, 어떻게 준비해야 할 것인가? 이런 이슈를 해결하기 위해 지속가능경영에 대한 기업과 정부 및 사회의 관심이 높아지고 있다. 그러나 지속적으로 생존 및 번영을 추구하는 다국적 기업의 지속가능경영에 대한 실증 연구는 아직 많이 부족한 실정이다. 따라서 본 연구에서는 다국적 기업의 제품과 서비스에 대한 소비자의 구매의도를 파악함으로써, 이론적이며 현실적인 전략적 시사점을 도출하고자 한다. 먼저, 문헌연구를 통해 기업의 지속가능경영 활동을 효율성, 친환경보호, 에너지관리, 소비자보호, 윤리경영의 다섯 가지 독립변수로 도출하였다. 이러한 특성들이 구매의도에 영향을 미치며, 신뢰가 독립변수들과 구매의도 사이에서 매개효과를 보인다는 종합적 모델을 구축하였다. 그리고 일반소비자 269명을 대상으로 실증분석을 실행하였다. 실증분석 결과, 지속가능경영의 효율성, 친환경보호, 에너지관리, 소비자보호, 윤리경영이 ‘신뢰’에 긍정적인 영향으로 나타났으며, 다섯 가지 독립 변수 중 효율성과 윤리경영의 경우, 구매의도에 미치는 직접적 영향은 기각되었다. 또한, 지속가능경영의 효율성, 친환경보호, 에너지관리, 소비자보호, 윤리경영 요인이 구매의도에 미치는 관계에 있어서 ‘신뢰’는 정(+)의 매개효과를 보였다.

This study examined how the consumers’ perception of GM food affects their purchasing behavior. In addition, this study investigated how the amount of knowledge a consumer has regarding GM food affects their perception of this type of food. The quantitative research method was used to collect data. The data from a self-administered survey, which was conducted in South Korea, was analyzed using descriptive analysis, ANOVA, factor analysis, and multiple regression analysis methods. The results of the survey indicate that most respondents may have unknowingly purchased GM food. Further, the respondents reported that they likely had known about or had heard of GM food. In addition, the survey indicated that the amount of knowledge possessed by the respondents regarding GM food greatly affected their perceptions of this type of food. These findings will contribute to the current GM food market by providing the food market with additional information relating to the consumers’ perceptions of GM food.

본 연구에서는 소비자의 식생활 라이프 스타일 유형에 따른 가축질병 인식(우려도)에 대한 결정요인을 분석하였다. 우선 식생활 라이프 스타일과 관련된 23개의 문항들을 이용하여 요인분석을 실시하고, 요인들의 평균값을 기준으로 군집분석을 실시하였다. 또한, 소비자들의 유형적 특성을 규명하기 위해, 인구 사회경제적 요인 및 식생활 관련 특성을 활용하여 교차분석 및 로짓분석을 실시하였다. 분석결과 가축질병이 국내에서 발생하거나 해외에서 감염 환자가 발생하는 등 사회적 이슈가 되었을 때, 소비자들의 불안감은 소비에 부정적으로 작용할 가능성이 높은 것으로 나타났다. 따라서 가축질병에 대한 소비자의 필요 이상의 불안감은 효율적으로 완화시킬 필요가 있으며 이를 위해 효율적인 리스크 커뮤니케이션을 전개가 필요한 것으로 판단된다.

Although people generally do not pay much attention to scent, background music (BGM), color, etc. in retail or service environments, these in-store factors could potentially have a subtle yet powerful influence on customers. Through two experiments, this research examined whether the scent and music made people feel physically warm or cool, and their effect on the participants’ perception of space and social density. Regarding to participants’ subjective perception of temperature, between the warm scent (vanilla) and the cool scent (peppermint), and between the warm music (Träumerei by Schumann) and the cool music (Vocalise by Rachmaninov) are not significantly different. But I could observe that people in warm conditions felt physically warm compare to cool conditions. And there was a significant difference on participants’ perception of space and density. People in the vanilla-scented environment felt that the capacity of the room was smaller, the space was tighter, and the social density was higher. In the case of the music, the results were the same. People in the room with Träumerei as a BCM felt that the room was smaller, the space was tighter, and the social density was higher. Moreover, people in warm conditions chose a cold or room temperature drink when I offered three drink options (cold, warm, room temperature) as a token of my gratitude. In addition to the effect to perception, I found that people in warm conditions (both scent and music) were more persuaded by commercial message than in cool conditions. These results would contribute to expand our knowledge of store atmospherics and customer experience through ambient scent and BGM.

Today, consumers are becoming more sensitive to price since price have been an essential motivation for them to choose the electronic retail venue. Recently, it is recognized that social commerce, with higher rate of daily active users, is ahead of traditional electronic mobile commerce in Korea. One of strengths in social commerce is attractive price deals for fashion brands, which positively lead to purchase probabilities. Therefore, fashion retailers should understand consumers’ price perception and their responses toward sales promotions on the social commerce. The purpose of this study is to examine the effect of consumer price perception and choice heuristics on impulse buying behavior for sales promotion of fashion brands and to examine the moderating effect of an engagement level in the social commerce. A self-administered questionnaire was developed, and mainly included consumer price perception (e.g., price consciousness, sales proneness), choice heuristics (e.g., affect referral, price referral), engagement, impulse buying and demographics. An online survey was undertaken by a research agency. A total of 235 usable responses were obtained from Korean consumers who had purchased fashion brands from social commerce sites (e.g., Coupang, Wemakeprice, Ticketmonster, etc.) using mobile devices. Respondents represent more females (n=129, 54.9%) than males (n=106, 45.1%). They are aged from 19 to 39 years old (Means=29). Results showed that consumers’ sales proneness had a positive effect on affect referral and price referral heuristics, which positively lead to impulse buying behavior. However, consumer price consciousness had a negative effect on impulse buying at the social commerce sites. Also, the mediating effect of the engagement was significant in the relationship among sales proneness, choice heuristics, and impulse buying behavior for sales promotion of fashion brands in the social commerce sites. This study discussed marketing implications for social commerce to effectively manage promotional program in the social commerce market.

Nutrition labeling can provide information in order for people to select products suitable for their own health, and sodium content labeling for processed foods is important since sodium is one of the main causes of cardiac diseases. This study had carried out to propose the desirable sodium content labeling by conducting surveys on the awareness of sodium content in processed foods, understanding of sodium content labeling, and requirements for new sodium comparative claims. The survey period was from 12th of September, 2016 through the 24th, during which a self-administered questionnaire survey was given to 1,003 persons through demographic quota sampling by age and region. As a result of the survey, 66.0% of respondents assuring nutrition labeling answered they check sodium content labeling, whereas 83.2% were aware of excessive intake of sodium having a negative effect on health. Exactly 49.9% of respondents answered that the current system for nutrition labeling on processed foods does not help one to understand the content of sodium, whereas 72.9% answered they wanted to compare sodium contents with those of other products when buying or taking processed foods. As 92.5% cited the importance of sodium comparative claims made by processed foods, preparation of a new system for food labeling should be considered by which consumers can easily compare sodium contents with those of other similar products.

Introduction Consumers throughout the world, including Asia, are showing increased concerns about food safety. Public policy, industry, and academic researchers are turning increased attention to the effects of food labeling requirements. General food labels provide information about serving size, servings per container, total calories per serving, calories from fat, and minimum daily nutritional value. Consumers must then use the food labeling information to make individual dietary choices. Thus it is appropriate for researchers to ask how consumers formulate product choices and evaluations according to food labeling information including calorie counts and standardized nutritional information (Ford et al. 1996; Keller et al. 1997; Roe, Levy, & Derby 1999). Long-term strategies are critically needed to find ways to protect public health and to assure food safety. Health practitioners and governmental regulators have increased their efforts to address the growing problem by sponsoring programs for food safety and by requiring nutritional labeling. In answer to the need for further research in food consumption behavior (RFC), this study was conducted to investigate how manufacturers might use consumers’ perceptions of risks and involvement for planning the most effective food labeling. Theoretical Framework To find ways to promote general and social marketing healthful consumer use of food labels (Lefebvre, 1988; McDermott, 2000), this study utilizes consumer segmentation techniques in which consumers are categorized according to psychological and demographic profiles (Slater, Kelly, & Thackeray, 2006). That is, they are segmented based on essential homogeneous responses (Forthofer, 2000; Kotler, 1971) and demographic characteristics, including age, gender, income and social class, although demographics may be less effective than psychological differences for predicting responses to health promotions (Lefebvre, 1988; Slater, 1991). The psychographics approach to consumer segmentation, derived from marketing techniques, selects variables that predict health behaviors; that is, consumers are segmented according to how they process communication channel properties and message features (Rimal & Adkins, 2003). By focusing on consumer segmentation we elucidate how consumers react to food labeling designed to promote health and food safety. Consumer segmentation should help us understand why consumers might reject risky unhealthful behaviors and adopt protective healthful behaviors (Slater, 2006). The risk perception attitude framework (Garretson & Burton, 2000; Rimal & Real 2003; Turner, Rimal, Morrison &, Kim, 2006) is a theoretical perspective for segmenting consumers based on their perceptions of risk and their beliefs about personal efficacy. According to the risk perception attitude framework, risk perceptions are usually insufficient to motivate behavior, but when high risk perceptions are coupled with strong efficacy beliefs, people are more motivated to engage in self-protective behaviors. Social cognitive theory and the extended parallel process model also support the importance of efficacy beliefs as moderating risk perception effects on self-protective behavior (Bandura 1986; Witte 1994). Using the risk perception attitude framework for purposes of this study, consumers are classified into four groups according to their risk perception and self-efficacy as indicated by their involvement in health concerns. 1) The "indifference" group comprises study participants who have low risk perceptions and low involvement; they believe they face few risks, lack control of their actions, and are thus not motivated to undertake protective behaviors. 2) The "responsive" group comprises study participants who have high risk perceptions and high involvement and thus are motivated to undertake extensive self-protective behaviors. 3) The "proactive" group comprises participants who have low risk perception but high involvement; they believe strongly in their personal abilities to take control, but perceive low risk and are thus not motivated to engage in self-protective behaviors. 4) The "avoidance" group comprises study participants who have high risk perceptions and low involvement; they are concerned about the need to counter risks but lack the self-efficacy and involvement to follow recommendations. Research Questions To examine the risk perception attitude framework in the context of research on food consumption behavior (RFC), three central research questions are posed: RQ1: How are consumers classified according to their level of perceived risk and involvement? RQ2: Do different consumer types show different attitudes toward paying higher prices for safer food and toward paying attention to food labels? RQ3: What factors influence consumer classifications? Methods Data for this study came from research on food consumption behavior (RFC) conducted by Korea Rural Economic Institute (KREI) in 2014. In 2013, the KREI began gathering data regarding food consumption behavior to help the food industry develop more efficient use of food resources. RFC data are appropriate because they include data about various consumption patterns regarding food lifestyles, purchases, and food safety. Specifically, RFC for this study, we gathered data for a stratified sampling of 6,311 consumers, 19 to 75-years-old, living in 16 metropolitan city-regions in South Korea. Table 1 shows general features of the research participants. Among the respondents, 44.2% were men; 55.8% were women; 10.7% were 19 to 25-years-old; 37.6% were high school graduates; 46.9% had lower than middle school graduation levels, 21.9% were college graduates, 2.3% had post-graduate levels, 1.1% were uneducated; 36.5% had average monthly family incomes of 200~399; 1.3% had the highest rate of 1000 and more; 1.0% had low to moderate interest in health; 42.8% reported that they bought food two or three times weekly; 0.7% reported buying food once a month. Respondents reported an average 3.93 regarding risk perceptions for food safety. Their reported average level of involvement was 3.32; average of intention to pay higher prices for safe food was 3.37, and their average likelihood of checking food labels was 3.15. Measurement To score education levels, the uneducated group = 1, less than middle school = 2, high school graduates = 3, college graduates = 4, and postgraduates = 5. A five-point Likert-type scale was used to measure participants’ interest in their health (1 = complete indifference to 5 = very much interested). Also a five-point Likert scale was used to measure perceived risk for twelve items related to food safety: foreign substances, pesticide residue, use of antibiotics in livestock and fish, natural toxicity, food additives, heavy metals, endocrine disruptors, bacterial contamination, livestock disease, GMO, irradiation, packing hazards, and allergens (1 = not concerned at all to 5 = very concerned). Involvement was measured for three questions regarding food origin, food materials, and eco-friendly products (1 = not concerned at all to 5 = very concerned). Intentions to pay higher prices for safe food and to check food labels were measured from 1 = not at all to 5 = very positive. Results Four consumer groups were classified according to their level of perceived risk and involvement. We followed previous RPA model studies (e.g., Sullivan et al., 2008; Jo & Yoo, 2011) and classified groups based on median perceived risk and involvement: (≥4.00) for high perceived risk, (<4.00) for low perceived risk, (≥3.333) for high involvement, and (< 3.33) for low involvement. The responsive group had high perceived risk and high involvement; the proactive group had low perceived risk and high involvement; the avoidance group had high perceived risk and low involvement; and the indifference group had low perceived risk and low involvement. Additionally, ANOVA with post-hoc Tukey test was conducted to examine the average difference among the four groups regarding their intentions to pay higher prices for safe food and to check food labels. Multinomial logit regression was performed to discover the factors that influence classification of consumer types. Classification of consumer types according to perceived risk and involvement Table 1 shows the consumer classifications according to the level of perceived risk and involvement: 1,198 participants, 21.8%, were in the indifference group with low perceived risk and low involvement; 1,254 participants, 22.8%, were in the proactive group with low perceived risk and high involvement; 1,125 participants, 20.5%, were in the avoidance group with high perceived risk and low involvement; 1,924 participants, 35.5%, were in the responsive group with high perceived risk and high involvement. Among the four groups, the responsive group had a statistically significant relatively high ratio: χ2 value for group classification was 79.695 (p <.001). Consumer classification differences in purchase intentions to pay higher prices for safe food and to check food labels Table 2 shows differences in intentions to pay higher prices for safe food and to check food labels. The proactive group showed the highest average intentions to pay higher prices for safe food at 3.52, followed by the responsive group at 3.51, the avoidance group at 3.25, and the indifference group at 3.16. The differences among the groups were statistically significant. A Tukey post-analysis showed that the high involvement group, in contrast with the low involvement group, showed higher average intentions to pay higher prices for safe food. Among the low involvement groups, those with high perceived risk had higher average intentions than those with low perceived risk. The responsive group showed the highest average intentions to check food labels at 3.44, followed by the proactive group at 3.43, the avoidance group at 2.74, and the indifference group at 2.27. The differences among the groups were statistically significant. A Tukey post-analysis showed that high involvement groups, in contrast with low involvement groups, showed higher average intentions to check food labels, but no difference was found according to the level of perceived risk. Influential factors of consumer segmentations Table 3 shows the results of examining the factors of gender, age, education, monthly average family income, and interest in health that are typical in consumer segments. Comparing all groups with the responsive group, the indifference group was most likely to comprise young women who had lower educational levels, lower monthly income, and less interest in health. The proactive group was most likely to be made up of men. The avoidance group was most likely to be made of young men who had lower educational levels, lower monthly incomes, and less interest in health. Discussion This study is an investigation of the theoretical framework of risk perception and involvement according to indifference, proactivity, responsiveness, or avoidance consumer segments. The study centrally indicates that the four risk perception–involvement framework groups differ in their perceptions of risk and the extent of their involvement. By revealing the importance of high involvement as a fruitful intervention strategy, the results suggest practical implications for public policymakers and marketers who strive to devise appropriate food labeling. Social cognitive theory has long stressed the importance of enhancing personal involvement (Bandura 1986). That insight can be applied to the risk perception attitude framework for identifying particular audiences who will respond to involvement-enhancing messages. Our findings suggest that a useful strategy in promoting change is to recognize that consumers will react differently according to their tendencies toward indifference, proactivity, responsiveness, or avoidance.

This study examines consumers’ online activities according to the categories of goods and services, applying foraging theory, and explore online information structure perceived by consumers, determining the degree of information overload. Consumers are confronted by nearly unlimited amounts of information when they gather information to make purchase decisions in an online environment. Few studies have focused on the behavioral pattern of information acquisition to reduce information overload. The available studies are limited by particular conditions under a normative perspective (e.g., cognitive limitation with item specific information only and overemphasis on the quantity dimension of information structure). An improvement may be a holistic approach that allows freedom of information acquisition, and includes an ecological perspective, which emphasizes an interaction between minds and immediate environments (Todd & Gigerenzer, 2007). In other words, to provide a better explanation of information overload phenomenon, the research includes quantity information as well as quality and environmental information in the information structure. This has been overlooked in an information overload paradigm (for example, the question of whether more or less information is better) (Scheibehenne, Greifeneder, & Todd, 2010). Moreover, Xia and Monroe (2005) argued that the majority of research about information acquisition has overemphasized information searching while overlooking information browsing, although both activities occur concurrently during processes of information acquisition. The foraging theory (Stephen and Kreb, 1986), which originated from behavioral ecology, can help explain a continuum of browsing and searching behavior through utilizing the patch framework (Kim & Hantula, 2016). The patch framework provides a different perspective for information structure in terms of the amount of data as a combination of within-patch (searching) and between-patch (browsing), thereby covering the issue of the browse-search continuum to explain issues of amount for information overload. (e.g., Detlor, Sproule, & Gupta, 2003). The current study applied foraging theory into the online behavior of information acquisition and explored the information structure that consumers establish and consider in their process of information foraging across categories of goods and services (i.e., durables, nondurables, and services). This theoretical integration would proffer some clues for information structure to reduce information overloads through browsing and searching information online. The investigations consist of ordinary activities and purchase-related activities online, frequently purchased items and consideration to make purchase decisions, strategic information foraging patterns, and perceived decisional difficulty.

The objective is to explore how fashion websites affect consumers’ perception and evaluation of footwear. Mixed methodologies including eye-tracking experiments, field note and semi-structured interviews were conducted. According to our results, the relationship between pupil dilation and fixation count is related. Many participants were more concerned about the style and comfort of the product.

본 연구는 기업과 소비자 간의 기능성 의류제품의 효과적인 정보소통을 목적으로 하는 일련의 연구 중 일부로 기능성 아웃도어 재킷에 대한 인식과 행동양식에 따라 응답자를 유형화하고 각 유형별 기능성 아웃도어 재킷 구매 시 활용하는 정보원과 행택에 대한 행동의 차이를 고찰하였다. 설문조사는 기능성 아웃도어 재킷 구매 경험이 있는 20∼60대 남, 녀 472명을 대상으로 실시하였다. 기능성 아웃도어 재킷에 대한 인식은 ‘기능성’, ‘가격’, ‘경험/지식’, ‘브랜드/디자인’ 요인으로 분류되었으며 요인에 따라 응답자들은 ‘비전문적/브랜드 및 디자인 추구집단’, ‘전문적/기능 성 중시집단’, ‘고가제품 선호집단’으로 분류되었다. ‘비전문적/브랜드 및 디자인 추구집단’은 인터넷을 정보를 가장 많이 활용하는 20대, 30대의 회사원과 학생으로 구성되었으며 ‘전문적/기능성 중시집단’의 경우에는 행택(Hang-Tag) 을 정보원으로 주로 사용하는 전문직의 40대, 50대가 주를 이루었다. ‘고가제품 선호집단’은 60대 이상, 주부의 비율이 가장 높은 집단으로 판매원을 정보원으로 주로 이용하는 것으로 나타났다. 기능성 정보제공에 사용된 용어에 대해 설명의 필요성을 가장 높게 인식하고 있는 집단은 ‘전문적/기능성 중시집단’이었으며 성능정보 관심도가 떨어지는 ‘비전문적/브랜드 및 디자인 추구집단’은 오히려 상대적 만족도가 높은 것으로 나타났다. 본 연구를 통해 기능성 재킷 소비자 유형의 특징과 성능 정보에 대한 반응의 차이를 고찰함으로써 기능성 의류제품의 성능 정보 제공을 위한 효과적 인 방법과 내용에 대한 실질적이고 유용한 정보를 제공할 수 있을 것으로 기대한다.

With traditional boundaries among culture, technology, finance, politics, and ecology are disappearing (Friedman, 1999), the need of businesses to deliver unusual experiences to the consumers have increased in order to survive and thrive. With consumer’s need diversifying and getting more complex, capturing receiver’s attention is becoming the key issue for brands (Jung & Shin, 2010). Resultantly, the traditional operators are feeling the necessity to co-operate with those in other fields to obtain differentiation. Hence, even without one consensus meaning existing, the emphasis on the word 'convergence' is consistently growing. Its popularity of use reflects the era we live in, where boundaries are fading and unaccustomed ideas are brought together (Lord & Velez, 2013). However, despite its importance increasing, researches on convergence marketing are very limited. Most of the studies focus only on qualitative research, especially on case studies or defining conceptual definition of term convergence. Thus, not much is known of how consumers perceive this new way of approach. Therefore, the main goal of this study is to first, understand how the consumers perceive marketing of technology and marketing of culture, and second, how the convergence of these two influence on brand perception. The concept of convergence holds meaning in all sorts of fields from telecommunications, computer sciences, mathematics, logic, to economics, sociology, accounting and others (Lord & Velez, 2013). Although it seems that the word convergence is more or only related to the information technology discourse, however in large, although it is true that it was mainly based on the advance of information technology, the concept of convergence is frequently used both in the media industry and the other academic fields. From media industry, it denotes the ongoing restructuring of media companies as well as to describe the various intersections between media technologies, industries, content and audiences. Yet, in academic fields, in the same context of convergence several other terms are frequently used in the literatures, for example as alliance, partnership, sponsorship, and collaboration (Appelgren, 2004) which is all based on the same ‘coming together’ yet differs in specific goal. The convergence marketing that emerged from the intensified competition among brands co-operates with those in other fields in order to create differentiating point. The convergence in fashion industry is found with two main streams of technology convergence and cultural convergence (Wi, 2013). In line with the fact that convergence in everyday life bases from the improvement of technology, the application of technology in fashion industry is also found throughout the production process, from design to production and distribution. Unlike 2000s where fast fashion changed the fashion system, the impact of technology seems to be the largest in the turn of 2010 (Choo et al., 2012; Ko, Kim, & Lee, 2009). As the convergence of marketing and IT can create rich, technologically enabled digital experiences that engage, delight, and serve the consumer, now it plays a part as a source of innovation (Lord & Velez, 2013). Accordingly, with pioneering advantages that technology appliance can deliver, many luxury brands have adopted new technology in its marketing strategies, including QR code in the magazine ad, hologram technique replacing the plastic mannequin, motion reacting interactive show window are to name a few. Similarly, culture for marketing is found with consumers pursuing more and more cultural and intellectual activities with the improvement of the standard of living. As concept of art exemplified from the marketing standpoint evoke general connotations of sophistication, culture, luxury and prestige (Martorella, 1996), many luxury brands are applying cultural contents to improve brand images (Hagtvedt & Patrick, 2008). In sum, to satisfy consumers’ diverse need, brands are trying to incorporate not only using the novel digital devices, but also conveying the cultural contents to provide emotional stimulus. Thus, this study focuses on the marketing communication using convergence of technology and culture that aims to gain consumers’ evaluation. This study applies complex model of Technology acceptance model to Pleasure-arousal-dominance theory to better understand how consumers perceived and adopt the new type of marketing strategy. TAM is a widely employed in various studies to predict users’ behavior intentions (Hsu & Lu, 2004). Technology acceptance model suggested by Davis (1989) is agreed as the theoretical background useful to explain individual adoption behavior with the introduction of such relatively new medium like this make users to experience new ways (Bagozzi & Yi, 1988). Yet, in the model application stage, it was suggested that TAM model focuses only on the judgment of the system of technology and lacks the ability to explain other potentially important factors that can influence on users’ acceptance process. Thus, similar to the other previous researches, this study also linked the emotion response to the existing technology acceptance model (Igbaria, Zinatelli, Cragg, & Cavaye, 1997; Venkatesh, 2000). This was due to the fact that the usage of technology is extending throughout the industry, and emotional factors are found to work as an important factor in such work. Many other approaches have been made in order to explain the emotional side of the adoption, yet in this study, pleasure-arousal-dominance theory which is often used to explain in marketing communication discourse and is supported in application for experiential aspect (Holbrook & Batra, 1987). Pleasure-arousal-dominance theory (PAD; Mehrabian & Russell (1974)) suggested by Mehrabian & Russell (1974) explains the three basic emotion status to mediate approach-avoidance behaviors in any environment based on the Stimulus-Organism-Response(S-O-R) paradigm. It explains that individual’s emotional status is aroused by the mediating environment (Donovan, Rossiter, Marcoolyn, & Nesdale, 1994). Yet, interpreting the recent studies arguing that in consumption related emotions situation, dominance is not necessary (Donovan et al., 1994), this study was adopted as a two-dimensional construct that can impact the user’s behavior intention. In sum, this study applies perceived ease of use, perceived usefulness, pleasure, and arousal as the determinants of adoption. In addition, not simply examining the adoption process of the convergence marketing, but this study relates to the actual effect on consumers’ brand evaluation. The appliance of TAM as the part of individual dimension variable was found in recent studies that investigated the effect of adverting with interactive medium (Han & Park, 2010; Shim, 2009). Previous literatures have suggested the perceived usefulness significantly influences on the attitude toward the retailer that provides such experience (Lee et al, 2006). Especially, such studies were made within the e-commerce conditions, such as investigation of consumer behavior towards a non-profit organization’s virtual store (Chen et al, 2002), influence of perceived usefulness positively influencing on attitude towards the online retailer and intentions to use from such retailer (Vijayasarathy, 2004), and determinants of adoption (usefulness, ease of use, and enjoyment) on the attitude toward the online retailer (Lee et al, 2006). On this account, brand attitude, and purchase intention was examined. In this study, survey method in order to investigate how consumers perceive the convergence marketing in the marketing communication context, and further, how they evaluated the brand performing convergence marketing. Preliminary study was first proceed to understand how marketing of technology and marketing of culture is recognized by consumers, and further, manipulate each stimuli. The adoption process was investigated using technology acceptance model combined with pleasure-arousal-dominance theory, as a part of the individual variables. With mediating effect of consumer characteristics found to be important in convergence marketing (Kim, 2007), personal innovativeness, art involvement, and need for uniqueness was applied to see the mediating effect. Therefore, a survey was conducted to see the differences in the degree of convergence. The preliminary research with 183 samples indicated that convergence marketing method was preferred over the dedicated marketing of technology or culture. Thus, the experimental design that was designed in a form of 2 by 2 between subjects factorial design with factors of innovation of technology and classiness of culture, the 513 samples collected a total of 485 samples being used. The analysis indicated that as the convergence traits of novelty and classic increase, determinant of intentions were strongly generated, followed by the increasing intention to accept, continued to building positive brand attitude and purchase intention. Yet, in specific, novelty trait had direct influences on making emotional feeling, including pleasure and arousal, rather than on generating cognitive reaction. It was the classic trait that had relationship in between cognitive and emotional reaction. Additionally, it was also found that in case of emotional feeling were evoked, pleasure and arousal, it influenced on building positive brand attitude continued to purchase intention even if adoption intention was not made. Moreover, when adoption intention was made, the direct influence on positive brand attitude was found to be significant. Meanwhile, determinants of adoption were found to have the significant influence on adoption intention and on brand attitude. The positive influence of determinants of adoption on adoption intention is in line with a number of researches on ETAM. When perceived to be higher, all resulted in higher adoption intention (Tzou et al., 2009). In terms of brand attitude, it was found that only the emotional variables of pleasure and arousal that had direct influence to have marketing effectance, which coincides with the result of Childers et al. (2001). This study indicates that compared to the perceived usefulness and ease of use, enjoyment was a stronger driver to predict the attitude. In sum, the result implies that convergence marketing can work to satisfy both the cognition dimension as well as the emotional facet. When drivers of determinants of adoption is generated, it strongly influence on the adoption intention. Yet, in order to have the marketing communication effect on brand attitude and purchase intention, it is necessary to consider the emotional aspect, either pleasure or arousal. Such relationship is not only related to the cultural contents, but technology itself can now deliver emotional feelings to the consumers. Thus, the marketing director should focus on the usage of technology to involve emotional facets. In addition, all individual characteristics were found to be significantly moderating. Result of the effect of personal innovativeness implies that those of highly innovated tends to not only have strongly influence on adoption intention, but also had significant effect of advertising effect compared to the less innovated groups. The moderating effects of art involvement turned out that those highly involved in art, novelty did not matter much compared to the less involved group. In case of need for uniqueness, the significant relationship of perceived pleasure on brand attitude was found, yet unlike expected, those low in need for uniqueness had significantly stronger adoption intention. Thus, this can be perceived as due to the marketing activity targeting the mass audience, lacking the attractiveness towards those in higher need for uniqueness. Thus, in order to attract both those in high and low need of uniqueness, delivering both usefulness as well as pleasure is important. The result of this study contributes to understanding on status and recent trend of convergence marketing activities. Further, it is meaningful in that it is in line with the recent studies of applying TAM in combination with PAD theory as well as within the context of marketing communication. Thus, the result of this study is expected to be helpful in understanding the new hybrid consumers and give suggests useful information for establishing future brand communication plans. Yet, to further understand the interpretation process of consumer studies that incorporate variables suggested from the interview should be incorporated in the study.

Today, mobile advertising is an important tool as interactive communication has a great potential to promote market sales. This study is to examine the effect of price perception on behavioral intention to use mobile phone-based promotions, and compare the differences in choice heuristics between levels of the intention to use mobile promotions. Multi-item scales for price perception, choice heuristics and mobile-based promotions were either developed in our qualitative study or adopted from existing scales in literatures (Lichtenstein, et al., 1993; Bettman & Park, 1980). Based on behavioral intention to use, mobile promotions were classified into three types, such as sales promotion, reward program and brand ads. All items were measured on a seven point rating scale (1=very unlikely, 7=very likely). A pilot study was conducted in which 97 female consumers who had ever redeemed mobile promotions for purchasing fashion products. Respondents were aged from 18 to 35 years (average age=23.6 years). Factor analysis revealed that price perception extracted three factors, such as price consciousness (items =4, Cronbach’s α=.90), coupon proneness (items =5, Cronbach’s α=.89), and sales proneness (items =4, Cronbach’s α=.89). Regression analysis was used to examine the effect of the price perceptional factors on use intentions for mobile promotions. For sales promotion, price consciousness (β=.27, p<.01) and coupon proneness had significant effects on intention to redeem for sales or coupon (F=13.59, p<.001, Adjusted R2=.29); price consciousness (β=.22, p<.05) and coupon proneness (β=.36, p<.01) significantly affected behavioral intention to participate in reward program (e.g., QR code events, point mileage, free gift, etc.) (F=10.34, p<.001, Adjusted R2=.23); and intention to use brand ads was significantly affected by sales proneness (β=.26, p<.05) and price consciousness (β=.24, p<.05; F=9.18, p<.001, Adjusted R2=.21). For purchasing in mobile context, consumer choice heuristic was consisted of five rules: compensatory, lexicographic, price-based conjunctive, affect-referral heuristic and sequent elimination in the mobile context. It is found that consumer choice rule was differed by intention to use mobile promotions. There was a significant difference in lexicographic (MLow=3.89, MHigh=4.63, t=-3.54, p<.01), price-based conjunctive (MLow=3.64, MHigh=4.13, t=-2.12, p<.05), and affect-referral heuristic (MLow=3.31, MHigh=4.02, t=-2.95, p<.01) between high and low levels of use intention for redemption for sales or coupon; for reward program, there was significant difference in price-based conjunctive (MLow=3.45, MHigh=4.27, t=-3.72, p<.001) or sequent elimination (MLow=4.39, MHigh=5.00, t=-2.13, p<.05) between the high and low levels of use intention. Also, there was a significant difference in price-based conjunctive rule between high and low levels of use intention for brand ads (MLow=3.49, MHigh=4.30, t=-3.76, p<.001). The findings extended a consumer choice model under mobile promotional stimuli and discussed a managerial implication to build effective promotional strategy in the context of mobile commerce..

Storytelling has become increasingly of interest for marketing and management in the last years and promises both aesthetic design and effecting consumers’ perception of fashion brands positively. Nevertheless, the complexity of story design, still being rather focussed by the humanities, and its effective adaption for luxury fashion brands regarding value perception and related behavioural consequences are still poorly understood and have not been explored so far. We seek to fill this research gap. In our study, we chose a luxury brand’s existing story and applied story concepts of narratology to rearrange plot, characters, and style first. In a second step, we examined the effect of applying the story concepts by testing the perception of three different groups (no story, original story, and rearranged story). Using PLS path modelling, we proved our hypotheses empirically. Our examination suggests that an application of narrative concepts for creating fashion brand stories has a measurable impact on consumer’s reception and behavioural outcome. On the one hand, this involves dimensions of luxury value, such as financial, functional, individual, and social consumer perceptions as well as an overall likability perception of the brand. On the other hand, this perception obviously impacts consumption habits regarding luxury fashion as much as it is related to recommendation behaviour, willingness to pay a premium price, and purchase intentions. Our findings strongly advice to consult established theories, concepts, and models of the humanities for storytelling in marketing and management. While measuring specific elements already proves their applicability, it will be a major task for theoretical and qualitative research to discuss existing material for the demands of marketing and management as well as (fashion) brands. Even for professionals in brand management, our study advices to have a closer look on traditional storytelling concepts to create effective campaigns. The particular value of our study is to present and empirically verify design elements of storytelling with respect to theoretical narrative approaches, which may have specific impact on certain luxury values and their causal effects on luxury fashion consumption. Our results reflect remarkable implications for luxury brand management as well as future research in luxury fashion, brand management, and marketing storytelling. A luxury company may stimulate purchase behaviour with a storytelling campaign. Nevertheless our study proved that a rather appropriate design, respecting research approaches of narratology, is able to increase the impact on consumers’ perception and behavioural outcome.

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

The fashion industry, being energy and labor-intensive, has faced obstacles such as waste of resources, environmental pollution, and poor working conditions through the supply chain process. Because of the huge success of fast fashion, the consumption of fashion products has increased by 60% in the past ten years. At the same time, the problem of clothing waste is rearing its ugly head accounting for more than 30% of the entire garbage of the world. Providing clothes in cheaper price causes a poorer working condition. In April 2013, a deaths of 1,149 people in garment factory of Bangladesh is caused by the poor working condition without safety standard. Considering its direct effect on lives, consumers are now asking fashion companies to take on more social responsibilities and sustainability is emerging as a critical issue in the fashion industry (Ko, Hwang, & Kim, 2012; Yoo, 2012a). However despite consumers’ high interest in sustainability, they hardly ever seemed to connect with actual consumers according to various studies. Therefore, for a better understanding of consumers to foster their sustainable purchase behavior, this study attempts to identify consumers’ perception and attitude toward sustainable fashion and provide a suitable promoting strategy for consumer types. The role of consumers in driving a sustainable industry ecosystem is growing in importance, but few studies on sustainable fashion consumers have been conducted. Besides, there are two unsolved limitations, in particular, which have been pointed out multiple times in previous studies: first, the inconsistency between the findings (D’Souza, Taghian, Lamb, & Peretiatko, 2007; McDonald & Oates, 2006; Moisander, 2007; Peattie, 2001; Rex & Baumann, 2007; Straughan, 1999), and second, the failure to explain “the attitude-behavior gap.” (Kollmuss & Agyeman, 2002; Vermeir & Verbeke, 2006; Yoo, 2012b) In this context, this study employs Q methodology and purchase perception matrix to identify consumers. Q methodology is more effective and robust technique than self-report methods for the measurement of attitudes and subjective opinion (Stanton & Guion, 2010; Cross, 2005). And the purchase perception matrix, proposed by Peattie (1999), is known as a useful model to classify individual sustainable purchase (Peattie, 1999; Peattie, 2001; McDonald & Oates, 2006; Tan, 2011). The matrix combines two dimensions (High vs. Low confidence and compromise) to analyze four potential purchases such as win-win purchase, feeling good purchase, why not? purchase, why bother? purchase. Peattie’s matrix implies the concept of purchases but also has resonance with the concept of consumers. For example, using marketing strategy to enhance confidence and reduce compromise of each consumer makes their sustainable purchases more easy (McDonald & Oates, 2006). This study tests four types of benefit cueing using advertisement stimuli on sustainable fashion in order to suggest an effective promoting strategy to consumers. Moon et al. (2013) investigate three benefits of sustainable fashion, which are altruistic benefit (out-directed and selfless), social image benefit (out-directed and self-interested) and self-oriented benefit (inner-directed and self-interested). Hartmann et al. (2005) test two types of marketing strategy which are emotional strategy (a feeling of happiness by altruistic behavior or expression of self-identity as a green consumer) and functional strategy (excellent performance in eco-friendly function). Following the previous studies, this study investigates 2 (benefit orientation: external-oriented, internal-oriented) by 2 (benefit type: rational, emotional) benefit cueing stimuli into different types of consumer to verify four hypotheses such as first, external-oriented benefit is more effective than inner-directed benefit (Kim and Kim, 2002; Park, Oh, and Hwang, 2013). Second, based on the purchase perception matrix, high confidence and compromise consumer is more affected than low confidence and compromise consumer by external-oriented benefit. Third, high confidence and compromise consumer is more affected by external-oriented plus rational benefit (Pahbar and Wahid, 2011). And fourth, low confidence and compromise consumer is more affected by external-oriented plus emotional benefit (Vermeir and Verbeke, 2006). In study 1, Q methodology is conducted to identify the types of sustainable fashion consumer with 26 participants. As the result, four types of consumer are identified; the doubtful egoist, the single-minded bystander, the wavering intellect, and the narcissistic activist. The doubtful egoist is especially interested in personal gains and distrusts so-called sustainable fashion. The single-minded bystander has his own subjective opinion on sustainable fashion and is not easily persuaded by sustainable marketing messages. The wavering intellect is obviously interested in sustainability but also shows the highest attitude-behavior gap. The narcissistic activist sets great store by his social image and for that reason consumes sustainable fashion products. In study 2, which aims to verify the four types of consumer and test different types of benefit cueing of sustainable fashion by surveying 328 participants. Each consumer type is shown to be distinctive in terms of sustainable fashion perception, sustainable fashion behavior, fashion lifestyle, cost and benefit perception of sustainable fashion, and the degree of confidence and compromise. The four types of consumer are categorized into two types based on the purchase perception matrix. The wavering intellect is located on higher degree of confidence and compromise position but the others are on an opposite side by showing lower degree of confidence and compromise. Four types of benefit cueing are suggested to two types of consumer (the degree of confidence and compromise: high, low) with regard to the consumer types’ willingness to pay for sustainable fashion. The result shows that external-oriented benefit is more effective than internal-oriented benefit (Mex=2.84, SDex=.079, Min=2.46, SDin=.093; F=9.435, p<.005, H1 is supported). Those who show high degree of confidence and compromise are affected by external-oriented benefit than low degree of confidence and compromise consumers (Mh=3.19, Ml=2.49, F=12.130, p<.005; H2 is supported) and most of all, external-rational benefit (Mex-e=3.18, Sdex-e=.85, Mex-r=3.95, Sdex-r=1.18; t=2.351, p<.05, H3 is supported). Those who show low degree of confidence and compromise are affected by external-emotional benefit but this difference did not fall within the range of statistical significance (Mex-r=2.38, Sdex-r=1.24, Mex-e=2.61, Sdex-e=1.05; t=1.176, p>.05, H4 is rejected). This study theoretically contributes to a new and holistic perspective of sustainable fashion consumer and provides better understanding by Q methodology and purchase perception matrix. This study investigates the complex attributes of benefit such as different types and orientations and it takes a step-by-step look at how different benefit cueing leads actual behavior change of consumer. Especially, this study adopted a new variable such as consumer type and it enhances the feasibility of predicting sustainable fashion acceptance of each type of consumer. From a practical point of view, this study will be useful for offering guidelines to identify a specific target to generate a specific result for sustainable fashion company. For instance, concentrating on altruistic benefit promoting strategy with fluent information about eco-friendly attributes and socially responsible activities can strengthen high degree of confidence and compromise consumers who are relatively easy to change purchase behavior and regarded as target consumers. But those strategy does not much affect to low degree of confidence and compromise consumer who are potential consumers and as well as mass consumers in terms of their actual numbers in market. It is needed a long-term approach and in such context, this study offers guidance for expanding sustainable fashion from a niche market to a mass market.

The objective of this study is to propose an export strategy due to an analysis of USA and Japan consumer's perception and willingness-to-pay for flower tea. For that, we conducted a survey on the consumer's perception on flower tea compared with leaf tea such as green tea. We also analyzed the willingness to purchase and pay for it. The reasons of drinking of flower tea for USA consumer are 'flavor'-followed by 'taste', and for Japanese consumer 'relaxation'-followed by 'flavor' in order. Both of them consider 'quality', 'safety'- and 'origin' in order when they purchase flower tea. USA consumers have a willingness-to-pay of about 8.3% and Japanese consumers have a willingness-to-pay of about 29.1%. Based on those results, it is necessary to differentiate the process and marketing strategies for the export of flower tea.

This paper is derived from a survey research project investigating consumer attitudes towards organic food as the farm animal welfare. Presents focus group results on consumer perceptions, attitudes and recognition about farm animal welfare. We are aimed to conduct the survey research to evaluate the consumer's perception and demands of the farm animal welfare. We deals with the findings obtained from extensive interviews with a representative samples. The objectives of interviews included 20~60 year-old ages lived in Yongin, Anyang, Gunpo, Ansan, Seosan, Dangjin, Iksan and Jeonju city. Questions focused on how people were recognized the need and policies of farm animal welfare. Questionnaire and technical data are analysed and summarized. As the results of the survey research, the objectives of interviews had poorly understood about the policies of farm animal welfare. Conclusionally, the promotions of farm animal welfare policies were need. The development of farm animal welfare policies were desirable for the establishment of animal welfare.

This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection) in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, ‘too sweet taste (44.2%)’ and ‘small portion size (22.9%)’ were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.