본 연구는 골프웨어 브랜드 전략의 기초자료를 제공하기 위해 골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향력을 검증하는데 목적이 있다. 따라서 대한민국 국민들 중 골프웨어를 구 매했던 경험이 있는 사람들을 표본으로 선정했으며, 496부의 자료를 최종분석에 도입했다. 본 연구의 자료 처리는 빈도분석과 탐색적 요인분석 및 내적일관성을 실시했다. 더불어 연구문제를 검증하기 위해 상관분 석과 단순 및 다중회귀분석을 실시했으며, 모든 자료처리는 SPSS(ver. 21.0) 프로그램을 활용했다. 본 연구 결과, 첫 번째로 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 태도에 유의한 영향이 있는 것으로 나타났다. 둘째, 골프웨어 브랜드의 태도가 구매행동에 유의한 영향을 미치는 것으로 나타났다. 셋 째, 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 구매행동에 유의한 영향이 있는 것으로 나타났다.

The influence of the food value consumption type of MZ generation on food choice attribute and sustainable food consumption behavior was studied using structural equation modeling. A survey was conducted on April 11~17, 2022, among panels aged 20 to 39. A total of 350 valid replicates (100%) were analyzed using statistical program SPSS The validity of the measurement instrument was verified through exploratory factor analysis and confirmatory factor analysis. The data reliability was confirmed using Cronbach’s alpha coefficient. The hypothesis was verified by performing path analysis through structural equation modeling using AMOS. Regarding the influence of food choice characteristics on sustainable food consumption behavior, health has a significant positive (+) effect on the selection consumption behavior of certified food and local food. Among food value consumption categories social value consumption has a significant negative (－) influence on the consumption behavior of certified food and the choice of local food. Ethical value consumption has a significant positive (+) influence on the selection consumption behavior of certified food and local food. This study is significant because it has identified sustainable food consumption behaviors that domestic consumers can adopt daily. It can use as baseline data for preparing political and institutional measures.

본 연구는 스포츠 휴먼브랜드의 굿즈상품(Goods) 가치, 감정반응(PAD), 소비 행동 간 일어나는 현상을 분석하기 위해 2021년 10월 18일~2022년 1월 12일까지 온라인 서베이(URL), DM, E-mail 등을 활용하여 371명을 편의 표준추출법으로 표집하였으며, 불성실한 응답자 51명을 제외한 유효 표본 320명을 인과 관계(SEM)를 적용하여 분석하였다. 첫째, 휴먼 브랜드의 굿즈 가치는 감정반응에 정(+)의 영향으로 가설이 채택되었다. 둘째, 감정반응은 소비 행동에 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 셋 째, 휴먼 브랜드의 굿즈 가치는 소비 행동에 정(+)의 영향을 미치며 부분적으로 가설이 채택되었다. 마지막 으로 굿즈상품(goods) 가치와 소비 행동의 관계에서 감정반응의 간접효과는 통계적으로 유의 의미한 것으 로 나타났다.

The purpose of this study was to provide basic data for future research and suggest product development and market segmentation strategies by identifying the perceptions and consumption behaviors of vegetarians in each segment of the vegetarian market. According to food consumption value, a total of three market segments were derived, and the markets were named based on their characteristics, including ‘environment and animal protection’, ‘multiple consideration’ and ‘low interest’. As a result of analyzing the perception of vegetarian-based food, “environment and animal protection” and “multiple consideration” presented positive perceptions of a vegetarian food product. Conversely, the group stating low interest expressed negative perceptions of the vegetarian food product. An analysis of the requirements for development for vegetarian-based foods products (eg. aquafaba), indicated that the development requirements for all products, except cultured and processed meats, were high.?Considerable demand was observed for vegetarian menus and vegetarian restaurants. As a result of the analysis on the necessity of the elements of the vegetarian restaurant menu, the subjects that stated “multiple consideration” had significantly higher awareness of issues related to vegetarian foods than others.

본 연구의 목적은 약선요리 소비가치에 대한 인구통계학적 차이점을 검정하고 이를 토대로 시장 세분화 전략을 제시 하는데 있다. 이를 위해 무작위 표본추출을 통한 설문조 사를 실시하였고, 회수된 설문지는 SPSS Ver.17을 이용해서 신뢰도 분석 및 요인분석, 계층 일반적 특징적 및 K-Means 군집분석을 실시하였다. 기능 영양사회적중시형 의 일반 적 특징은 남자보다는 여자의 선호도가 높고, 연령층 및 학력 전업주부들이 선호하고 있다. 기능영양사회적 중시형 시장 특징은,약선요리를 먹을 때의 행복함과 사회적 관계를 중시하며, 기능적 측면을 고려한 소비계층이다. 무관심형 의 일반적 특징은 여자보다는 남자들이 많으며, 특히 20대 이하 및 학생층에서의 특징이고, 학력별 구분할 수 있는 차이 가 없다. 무관심형의시장 특성은 남자, 20대이하 및 학생층에서 의미를 부여할 수 있을 만큼의 약선요리의 소비가치가 나타나지 않았다. 기능적 중시형 일반적인 특징은 직업별 로 학생층을 제외한 여타의 직업군에서 중시하는 성향을 보인다. 기능적 중시형의 시장특 성은 연령과 직업군에서는 뚜렷한 소비가치의 중요성을 인식하고 있다. 이러한 연구의 결과는 약선요리에 대한 시장 세분화를 설정하고 이에 대한 세부전략을 수립하는데 있어 의미있는 시사점이 될 것이다. 소득수준이 향상됨에 따라. 건강한 삶에 대한 수요 욕구가 증가하는 것이 일반적인 추세임을 고려해 볼 때, 약선요리의 기능적 특성을 반영한 마케 팅 전략을 수립한다면 새로운 음식문화의 한 장르로 확산발전 될 것으로 예상된다.

The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.

본 연구는 골프 참여자의 소비가치와 소비성향을 파악하고 소비행동과의 연관성을 규명하는 데 있다. 본 연구의 목적을 규명하기 위하여 2018년 서울특별시와 경기도 지역에 위치한 실내⦁외 골프연습장을 이용하고 있는 골프참여자 241명의 자료를 최종 사용하였다. 통계 프로그램 PASW 18.0을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 다중회귀분석을 실시하여 다음과 같은 결과가 나타났다. 첫째, 소비가치는 소비성향에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 소비가치는 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 소비성향은 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 가설 모두 하위요인별로 유의한 영향을 미치는 정도는 다르게 나타났다.

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

Since the liberalization of gaming industry in 2002, Macau has become the leading destination for gaming, leisure and entertainment in Asia. Recently, few large-scaled integrated resorts (IRs) have been established and opened to public, bringing more diversified destinations for visitors in Macau. These include casino, hotel, food and beverage, retail, entertainment, etc. With this, there is no doubt that IR operators have to understand how consumers behave and respond to value added products in the IRs. Differentiating one IR from another raises the significance of innovating resort products to retain existing consumers and attract new ones. This research has investigated the impact of potential non-gaming value added products at Venetian Macao Resort on consumers’ patronage and has identified what key subitems can be added to stimulate consumers’ feedback and make them revisit the resort, recommend it to others or be interested in visiting it someday. Questionnaire was designed according to the structural equation modeling (SEM). Results proved the importance of potential value added products at Venetian Macao Resort in influencing consumers’ intention. Based on the findings, suggestions were offered to the management group of Venetian Macao Resort for its future implementation of value added products. Moreover, the results will encourage other IRs in Macau to improve further towards the goal of shaping Macau in becoming a world class tourist destination. First time visitors are more likely to consume in the areas of hotel, retail and casino, while multi-time visitors would prefer to spend on hotel, retail and F&B. To some extent, implies that casino does not seem to be the key activity to make the previous guests return. In addition, spending in hotel, retail and F&B are ranked high on visitors’ preferences, indicating that visitors at Venetian Macao Resort are willing to have diversified consumptions in the non-gaming areas. Moreover, the ways of value adding in terms of promotional pricing, new technology application, upgrading of products, customization and rewarding system can be used frequently as references for the future product improvement at the resort.

목적: 대학생 소비자의 안경구매행태와 소비가치가 소비만족도에 영향을 미치는지 연구하기 위하여 인구 통계학적 특성에 따라 안경구매행태에 차이가 있는지 확인하고 소비가치가 대학생 소비자의 소비만족도에 영향을 미치는지 확인한다. 방법: 본 연구대상의 표본은 2017년 6월 1일부터 6월 15일까지 익산 소재 대학교의 대학생들을 대상으로 직접 설문방식으로 조사하였고, 총 320부의 설문지를 배포하여 응답이 누락되어 분석에서 제외한 17부를 제외하고 최종 302부를 분석 자료로 이용하였다. 기술통계분석, 빈도분석, 카이스퀘어 검증, 다중회귀분석을 실시하였다. 결과: 조사대상자의 안경구매행태를 살펴보면, 평균안경교체주기는 ‘1년 이상 2년 미만’이 32.1%로 가장 높게 나타났고, 안경교체이유는 ‘도수 변화’가 39.1%로 가장 높게 나타났으며, 안경선택에 영향을 주는 사람 은 ‘나 자신’이 70.2%로 가장 높았다. 안경구매 시 가장 중요한 선택요인은 ‘디자인’이 가장 중요하다고 응답 한 경우가 52.6%로 가장 높게 나타났다. 인구통계학적 특성에 따른 안경구매행태의 차이를 분석한 결과, 여 성보다 남성이, 소득이 많은 사람이, 안경을 착용한지 얼마 되지 않은 대학생들이 더 안경교체를 쉽게 결정 하였다. 남성의 안경교체이유는 ‘안경파손’, ‘렌즈흠집’, ‘유행 뒤처짐’ 순이었으나 여성은 ‘도수 변화’가 51.9%로 압도적으로 높게 나타났다. 안경착용기간이 ‘10년이상’인 집단은 ‘도수 변화’ 비율이 48.8%로 다른 집단에 비해 높았다. 소득수준이 높은 집단이 소득수준이 낮은 집단보다 안경선택이유로 디자인을 최우선 하는 것으로 나타났고 소득수준이 낮은 집단이 높은 집단보다 안경선택이유로 가격을 최우선하는 것으로 나 타났다. 본 연구에서 조사대상자인 대학생들에게 안경구매는 미래보다는 현재에 가치를 둔 소비로 나타났으 며, 쾌락보다는 실용성에 가치를 둔 소비로 나타났다. 소비가치 중 쾌락적 소비가치 수준이 높을수록 통계적 으로 유의미하게 소비만족도에 정(+)의 영향을 미치는 것으로 나타났다. 결론: 대학생의 안경구매에 대한 소비만족도를 높이기 위해 쾌락적 소비가치를 높일 수 있는 다양한 컨 텐츠 개발과 서비스가 필요할 것으로 사료된다.

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

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.

Fast fashion brand marketers should develop marketing strategies that effectively satisfy the values consumers seek when purchasing fast fashion brands. This study aimed to identify the consumption value factors of fast fashion brands and to reveal the value factors that influence attitudes toward purchasing fast fashion brands. Data were gathered by surveying university students in the Seoul metropolitan area using convenience sampling. Three hundred and five questionnaires were used in the statistical analysis, which consisted of exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The factor analysis revealed the following six value factors: Emotional value, social value, price/value for money, durability value, eco-value, and consistency value. The fit statistic for the six-factor model was quite acceptable. Two of the six value factors, emotional value and price/value for money, positively influenced attitudes toward purchasing fast fashion brands. The overall fits of the revealed model suggested that the model fit the data well. The results suggested that fast fashion marketers need to understand the value factors that motivate consumers to purchase fast fashion brands. In addition, marketers should focus their efforts on satisfying emotional value and price/value for money in order to establish their brands in the increasingly competitive fast fashion industry.

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

In this study, we assessed college students' consumption values with regard to a seaweed functional food, and compared differences between the respondents' purchasing intentions and their educational levels. A self-administered questionnaire was designed and distributed to college students in Daegu/Kyungbook province. A total of 288 questionnaires were collected, and the total response rate was 96.0%. The results demonstrated that purchasing intention influenced all five consumption values. The high purchasing intention (HPI) group evidenced greater functional value, social value, emotional value, conditional value, and epistemic value than was observed in the low purchasing intention (LPI) group. However, individuals' educational levels, as related to food, influenced only the functional value and epistemic value. These results demonstrate that college students' consumption value in terms of seaweed functional foods is affected by purchasing intentions and educational experience.