지속가능소비의 영향요인에 관한 연구: 지각된 소비자효과의 매개효과와 마음챙김의 조절효과

박미혜 한국소비자정책교육학회 2022 소비자정책교육연구 Vol.18 No.4

The purpose of this study is to identify the influencing variables of sustainable consumption and to identify the mediating and moderating effects between the independent and dependent variables. Variables were selected through the extensive review of previous studies, and the scale developed in Korea was used for sustainable consumption, focusing on multi-domain perspectives in the environment, society, and economy. An online survey was conducted on adult consumers nationwide by quota sampling method, and the data collected from 616 consumers were analyzed statistically. The main results of this study are as follows. First, as a result of examining the difference in the level of sustainable consumption according to the group of demographic variables, gender, marital status, and income showed a significant mean difference in all sustainable consumption domains. In the domain of sustainable consumption, the environmental domain showed differences by gender, marital status, education, occupation and income; social domain showed differences by gender, marital status and income; economic domain showed differences by gender, marital status, and income. Second, as a result of examining the effect of related variables on sustainable consumption, it showed highly explanatory power. The commonly influential variables in all domains of sustainable consumption were pro-environmental/pro-social self-identity, perceived consumer effectiveness, environmental value, and time perspective of considering future. Most demographic variables didn't appear to be influential variables in all domains. Third, the variable of perceived consumer effectiveness showed statistically significant mediating effects in the relationship between the independent variables and sustainable consumption in all domains. The independent variables with the mediating effect were pro-environmental/ pro-social self-identity, time perspective of considering future, awareness of climate change, and self-transcendence value, and in particular, the self-transcendence value showed a complete mediating effect. Fourth, the moderating effect of mindfulness variable appeared in the environmental and social domain of sustainable consumption. The independent variables that showed the moderating effect of mindfulness in the relationship with sustainable consumption were awareness of climate change and market-based beliefs on climate change. This study is meaningful because it further expanded the horizon of the study on the influencing factors of sustainable consumption by revealing the mediating effects of perceived consumer effectiveness and the moderating effects of mindfulness, as well as the predictors of sustainable consumption. Based upon the research results, some suggestions were made for the government, companies, and consumers which are the main subjects with socio-cultural suggestions. 본 연구는 지속가능소비의 영향변수를 규명하고 독립변수와 종속변수간의 매개효과와 조절효과를 검증하는데 목적을 둔다. 광범위한 선행연구 고찰을 통해 변수들을 선정하였으며 지속가능소비는 환경, 사회, 경제영역의 다영역적 관점에 초점을 두고 국내에서 개발한 척도를 사용하였다. 전국의 성인소비자를 대상으로 할당표집방법의 온라인 설문조사를 시행하였으며, 수집한 616명의 소비자 응답자료에 대하여 통계분석을 하였다. 본 연구의 주요결과는 다음과 같다. 첫째, 인구통계적 특성에 따른 지속가능소비수준의 차이를 살펴본 결과, 성별, 결혼여부, 소득은 모든 지속가능소비 영역에 유의한 평균차이를 보이는 것으로 나타났다. 지속가능소비의 영역별로 보면, 환경영역은 성별, 결혼여부, 학력, 직업, 소득이, 사회영역은 성별, 결혼여부, 소득이, 경제영역에서는 성별, 결혼여부, 직업, 소득이 집단별 차이를 보였다. 둘째, 관련변수들이 지속가능소비에 미치는 영향을 살펴본 결과 높은 설명력을 보였다. 지속가능소비의 전 영역에서 공통적으로 영향력이 있는 변수는 친환경/친사회적 자아정체성, 지각된 소비자효과, 환경적 가치, 미래지향 시간관점이었다. 대부분의 인구통계변수는 모든 영역에서 영향력 있는 변수로 나타나지 않았다. 셋째, 매개변수인 지각된 소비자 효과는 독립변수와 모든 영역의 지속가능소비간의 관계에서 통계적으로 유의한 매개효과를 보였다. 매개효과가 나타난 독립변수는 친환경/친사회적 자아정체성, 미래지향 시간관점, 기후변화인식, 자아초월가치였다. 넷째, 마음챙김 변수의 조절효과는 지속가능소비의 환경영역과 사회영역에서 나타났다. 지속가능소비와의 관계에서 마음챙김의 조절효과가 나타난 독립변수는 기후변화인식, 기후변화시장신념이었다. 본 연구는 지속가능소비의 예측변수뿐만 아니라 지각된 소비자효과의 매개효과와 마음챙김의 조절효과를 밝힘으로써 지속가능소비의 영향요인에 대한 연구의 지평을 보다 확장시킨 점에 의의가 있다고 본다. 연구결과를 토대로 지속가능한 소비를 위한 주요 주체인 정부, 기업, 소비자에게 그리고 사회문화적인 제언을 하였다.

중국소비자의 구매의도에 영향을 주는 만족도의 결정요인에 관한 연구

이인구,지앙 신롱 동중앙아시아경상학회 2020 한몽경상연구 Vol.31 No.2

본 논문은 한국 화장품에 대한 소비자의 만족도가 구매의도에 미치는 영향과 이에 대한 결정요인으로써 한국 화 장품의 품질, 가격, 광고, 서비스를 중심으로 연구를 진행했다. 연구 결과를 바탕으로 중국 화장품 시장에서 한국 기업들의 미래 마케팅 전략 방향을 제시하고자 한다. 이를 위해 한국 화장품을 사용하는 중국 소비자를 대상으로 설문을 실시하였으며, 조사 기간은 2020년 3월 10일부터 5월 5일까지 진행하였다. 수집된 309부의 설문지의 분석을 위해 SPSS 21과 AMOS21을 이용하였으며, 통계분석 기법으로는 신뢰도 분석, 탐색적 요인분석, 회귀분석, 구조방정 식 모형을 이용하였다. 분석 결과, 중국 소비자가 인식하는 한국 화장품의 품질 지각, 가격 지각, 광고 지각, 서비스 지각 순으로 전반적인 만족도에 유의한 정(+)의 영향을 주는 것으로 나타났다. 소비자 만족도는 구매의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 소비자 만족도는 지각된 요인과 구매의도 사이를 매개하는 것으로 나타났다. 이러한 연구결과와 함께 전략적 의미를 제안하였으며, 연구의 한계와 미래 연구방향을 제시하였다. Since the establishment of diplomatic relations between South Korea and China,bilateral relations have developed rapidly. China and the ROK will continue high-level exchanges, promote mutual exchanges, expand areas of cooperation and deepen the level of cooperation. Korean cosmetics are very popular in the Chinese market. This is also recognized by Chinese consumers because of the high quality of Korean cosmetics. Therefore, this paper studies the quality, price, advertising, service, satisfaction and purchase intention of Korean cosmetics.Based on the analysis and comparison of these important factors, this paper tries to put forward the future marketing strategy direction for Korean enterprises in the Chinese cosmetics market. For this reason, a questionnaire survey was conducted among Chinese consumers who used Korean cosmetics from March 10 to May 5, 2020. SPSS21 and AMOS21 were used to analyze 309 questionnaires collected. The statistical analysis methods included reliability analysis, exploratory factor analysis and regression analysis. The results show that the perception of quality, price, advertisement and service of Korean cosmetics perceived by Chinese consumers has a positive effect on satisfaction. Consumer satisfaction has a positive effect on purchase intention. Consumer satisfaction plays an intermediary role between perceived factors and purchase intention. Therefore, this paper summarizes these research results, puts forward the strategic significance, and points out the limitations of the follow-up research.

해외직접구매의 혜택지각 및 위험지각 요인이 소비자 평가에 미치는 영향

손제영 ( Jeyoung Son ),정헌주 ( Hun-ju Jung ),강인원 ( Inwon Kang ) 한국통상정보학회 2017 통상정보연구 Vol.19 No.4

본 연구는 해외직접구매 사이트에 대한 소비자 태도를 유발하는 요인들을 혜택지각요인, 위험지각요인, 제품측면, 웹사이트측면에서 종합적으로 살펴봄으로써 각각의 요인들의 상대적인 영향력을 비교하였다. 이를 위해 해외직접구매 경험이 있는 한국소비자 298명을 대상으로 실증분석 하였다. 분석결과 해외직접구매 사이트에 대한 신뢰수준에 가장 높은 영향을 미치는 요인은 배송위험과 제품성능위험으로 나타났다. 또한 해외직접구매 사이트에 대한 신뢰수준은 추천의도와 지속적 이용의도에도 강력한 영향력을 가진다는 것을 본 연구결과를 통해 확인할 수 있었다. 아울러 본 연구는 해외직접구매의 유형(해외직접배송, 해외구매대행, 해외배송대행)과 소비자들이 주요하게 구매하는 제품군(의류, 식·음료품, 가전제품)에 따라 평균차이검정을 수행하였다. 이를 통해 각각의 해외직접구매 서비스 관련 주체별, 소비자 특성별로 적용될 수 있는 다양한 실무적 시사점들을 제안하고자 하였다. This study examined factors, such as benefit perception, risk perception, product, and website, which affect consumer attitude toward overseas direct purchase. To achieve this, 298 Korean consumers who have experienced overseas direct purchasing were analyzed. The results show that delivery risk and product risk were the most influential determinants of the level of trust level in overseas direct purchase sites. In addition, the results of this study confirm that the level of trust in overseas direct purchase sites has a strong influence on both the intention to recommend and the intention to continue patronizing the site. Moreover, this study conducted a mean difference analysis according to the types of overseas direct purchases (overseas direct delivery, overseas purchasing agency, and overseas delivery agency) and product categories (clothes, food and beverage products, and household appliances). This study lists various practical implications that can be applied to each overseas direct purchase service by firm and consumer characteristics.

로컬푸드 문화체험이 고객 만족도와 충성도에 미치는 영향: 소비자의 지각적 가치를 매개변수로

김미홍 한국벤처창업학회 2018 벤처창업연구 Vol.13 No.6

Recently, our interests are growing up the local food with global food’s internationalization. Our interest about local food is increasing with agricultural crises and food safety. And this research will study how the local food cultural experience effect to local food’s customer satisfaction and customer royalty. This study analyze customer who experienced the local food cultural experience. And we follow Pine & Gilmore’s theory. They proposed the experience economic theory, which proposed 5 factors to analyze customer. Those are educational experience, emotional experience, entertaining experience, escaping experience, and physical experience. We select two factors, which are entertaining experience and physical experience. And we will study the customer satisfaction and royalty of the perceived customer by the two experienced factors. Especially, we analyze the local food policy, cultural factors related with local food, and customer’s perceived value effect, and then, we will figure out the correlations among factors, propose the policy implications related with local food cultural experience and economic value creations of rural economy. 최근 글로벌 푸드 시스템의 문제점이 부각되면서 세계적으로 먹거리에 대한 관심이 증대하고 있다. 우리나라도 농업문제와 식품안전문제, 그리고 로컬푸드에 관한 관심이 지자체를 중심으로 부각되고 있다. 본 연구는 최근 농촌 벤쳐 창업의 대표적인 아이템으로 자리 잡고 있는 로컬푸드와 관련된 매장체험을 포함한 교육, 현장체험, 식생활 교육 등 제반의 문화 체험요인이 소비자의 지각된 인지적 가치에 영향을 주는 변인으로 보고, 고객의 만족도 및 충성도에 미치는 상관관계를 알아보는 연구이다. 이러한 관점에서 본 연구는 로컬푸드 문화를 체험한 소비자를 대상으로 Pine & Gilmore의 체험경제이론에서 제시된 5가지 요인(감각적 체험: 교육체험, 감성체험, 오락체험, 일탈체험, 물리적 체험: 환경적 체험) 중, 오락적 체험요인과, 환경적 체험요인을 변수로 설정하였다. 그리고 이 두 가지 요소의 요인별 체험에 의하여 소비자가 지각하는 로컬푸드에 대한 만족도와 충성도가 어떻게 영향을 받는가를 살펴본다. 특히, 단순 매장납품에 집중된 로컬푸드 벤쳐 창업 전략을 로컬푸드와 관련한 소비자교육 등 다각적인 문화적 체험요소와 소비자의 지각적 가치에 의한 매개효과를 함께 제시함으로써, 변수들 간의 상관관계를 파악하고, 로컬푸드에 대한 거버넌스 정책의 활성화와 농촌지역의 경제가치 창출을 위한 시사점을 제시하고자 한다.

소비자의 지식수준과 관여도가 쇠고기의 구매행동에 미치는 영향

김인섭 대한산업경영학회 2006 산업융합연구 Vol.4 No.2

소비자 - 기반 브랜드 자산 척도의 개발과 타당화에 관한 일 연구

리대룡,이상빈 한국방송광고공사 2006 광고연구 Vol.0 No.72

국내에서 소비자 - 기반 브랜드 자산의 측정 척도는 아직 체계적으로 개발되어 오지 않았다. 여러 개념적 및 조작적 접근 틀로부터, 그리고 제안된 여러 척도 개발 절차를 이용하여, 본 연구는 5요인(지각된 품질, 브랜드 충성, 브랜드 인식/연상, 독특성 및 할증가격 지불의 향)에 17개 문항으로 구성된 소비자 - 기반 브랜드 자산 척도를 개발하였다. 연구결과들은 본 브랜드 자산 척도가 세 가지 제품부류의 여섯 가지 브랜드에 걸쳐 신뢰할만하고 타당하다는 것을 입증해주고 있다. 논의에서 연구의 이론적이고 실무적인 함의들과 제한점들이 토의되었다. A scale to measure consumer-based brand equity has yet to be systematically devised. Drawing from various related conceptual and operational frameworks, and using numerous advocated scale developmental procedures, this research developed consumer-based brand equity comprised of five factors(perceived quality, brand loyalty, brand awareness/associations, uniqueness, and the willingness to pay a price premium for a brand) and 17 items. The results demonstrate that the brand equity scale is reliable and valid over six different brands in three product categories. Theoretical and practical implications, and the limitations of the study are discussed.

부동산에서 구매행동 분석과 소비자행동에 영향을 미치는 요인들에 대한 이론적 고찰

조광행(Cho, Kwang Haeng),최현일(Choi, Hyun Il) 한국부동산학회 2010 不動産學報 Vol.40 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study We hope to answer the Question, 'In real estate, what differentiate the purchase behavior of consumers and what is the influential factors on consumer behavior?' In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the purchase behavior of consumers in real estate marketing. Second, we should propose specific influential factors on consumer behavior in real estate. (2) RESEARCH METHOD We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As influential factors on consumer behavior in real estate, personal factors(age and family life cycle), psychological factors(motive, perception, beliefs and attitudes), social factors(small group and family), cultural factors(culture and subculture, social class) are specifically proposed. They will contribute to theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS Our study enlarges general marketing to real estate marketing by analyzing purchase behavior and exploring influential factors on consumer behavior. However. our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that the influential variables on consumer behavior in real estate can be assessed more accurately.

국가이미지가 인도 소비자의 구매의도에 미치는 영향 - 한·일 가전제품 기업을 중심으로

이지은 한국외국어대학교 인도연구소 2023 남아시아연구 Vol.29 No.1

India, as a population giant, is a major emerging market that is increasingly important in the era of the fourth industrial revolution. Until the early 2000s, the Indian market was recognized that real purchasing power was insufficient as 60% of the population was poor. Therefore, the price factor was the top consideration for Indian consumers’ purchase intention. However, with India’s economic growth and the middle-class ratio and disposable income increasing, there have been changes in spending patterns. Recent studies show that various factors other than price such as national image are affecting the purchase intention of the middle-class in India. On the other hand, compared to research on developed countries or Chinese markets, the impact of those factors in the Indian market are still insignificant both in quality and in quantity. Prior studies on the Indian market have mainly focused on market entry strategies including localization based on targeting the BOP market or Premium market. Against this backdrop, this study aims to examine how national image affect the purchase intention of middle-class consumers through quality perception in the Indian market. In order to achieve the purpose of the study, the participants were selected from middle-class consumers in India on the basis of their experience of purchasing Korean or Japanese corporation’s electronics or their likelihood of buying these products. Participants were asked to respond using a 5-point Likert scale that was designed to confirm dependent and independent variables. Data management and analysis were performed using SPSS and AMOS that draw Structural Equation Modeling (SEM) to conduct path analysis of the two countries. The analysis revealed the national image of Korea and Japan in the Indian market, quality perception and purchase intention. The research findings of the present study were: 1) It was found that national image had a statistically significant effect on the quality perception of Indian consumers. In the case of the Korean model, economic/technical and social/cultural factors among others had a positive effect on product and service factors in quality perception respectively, adopting hypotheses 1-2 and 1-5. The political/relational factors were found to have a negative effect, so the hypothesis 1-4 was rejected. Meanwhile, only economic/technical factors among national images had a positive effect on the quality perception in the case of the Japanese research model adapting hypothesis 1-5. 2) Both Korean and Japanese models showed that quality perception had a positive effect on purchase intention adapting hypotheses 2-1 and 2-2 respectively. In both models, the product factor coefficient value of quality perception was higher than that of service factor, indicating that product factors had a greater influence on purchase intention during quality perception. The findings from this study make several contributions to the field. First, the findings in this study provide an understanding of a new tendency that middle-class consumers’ spending patterns have changed with their growth and spending has increased due to the influence of national images and not just the price. The data suggests that national image have an effect on purchase intention with perceived quality in India. Second, the findings of this investigation complement those of earlier studies. In particular, the present study provides an empirical investigation focusing on the Indian market, unlike other studies which group it with China, developing countries, and BRICS. Lastly, the result of this research suggests that political/relational factors between Korea and India should be reinforced as the empirical analysis shows that political/relational factors of Korean national image have little influence. The relationship between Korea and India needs to come to the fore in Korean policy to strengthen the relationship and promote substantial cooperation.

준거가격을 이용한 호텔패키지의 비교광고가 소비자 선택에 미치는 영향

김인섭 대한관광경영학회 2003 觀光硏究 Vol.18 No.1

The purpose of this research is as follows;First, the comparative price advertisements are to investigate how the price cues and prior knowledge of service products have an effect on the acceptable price and consumers' perception by the type of information.Second, this study suggests some marketing strategy guides to service marketing managers for price promotion strategy. The major findings of this research can be summarized as follows;First, here are some significant statistical differences in the consumers' acceptable price and price-quality perception by the level of price cues(hypothesis 1, 2). The price cues improved the consumers' perception of the advertised offer. In the research, it was shown that the price cues for the backpacking tourism product consistently makes the offer appear to be a better value than in case no price cues appear in the advertisements. Further, the perceptual effects of price cues become stronger as the advertised discount becomes larger. Second, there are some significant statistical differences in the consumers' acceptable price and price-quality perception by the level of prior knowledge and the type of information(hypothesis 3, 4). It was shown that the group which was exposed to negative information showed the greater change in the highest acceptable price than the group which was exposed to positive information on Hotel Package.

연구논문 : 준거가격을 이용한 호텔패키지의 비교광고가 소비자 선택에 미치는 영향

김인섭 대한관광경영학회 2003 觀光硏究 Vol.18 No.1

The purpose of this research is as follows; First, the comparative price advertisements are to investigate how the price cues and prior knowledge of service products have an effect on the acceptable price and consumers' perception by the type of information. Second, this study suggests some marketing strategy guides to service marketing managers for price promotion strategy. The major findings of this research can be summarized as follows; First, here are some significant, statistical differences in the consumers' acceptable price and price-quality perception by the level of price cues(hypothesis 1,2). The price cues improved the consumers' perception of the advertised offer. In the research, it was shown that the price cues for the backpacking tourism product consistently makes the offer appear to be a better value than in case no price cues appear in the advertisements. Further, the perceptual effects of price cues become stronger as the advertised discount becomes larger. Second, there are some significant statistical differences in the consumers' acceptable price and price-quality perception by the level of prior knowledge and the type of information(hypothesis 3, 4). It was shown that the group which was exposed to negative information showed the greater change in the highest acceptable price than the group which was exposed to positive information on Hotel Package.