소비자불안의 수준과 영향요인: 유전자재조합식품, 식품첨가물, 광우병을 중심으로

사지연 ( Jee Yeon Sah ),여정성 ( Jung Sung Yeo ) 한국소비자학회 2014 소비자학연구 Vol.25 No.1

Consumers express subjective emotional reactions to technologies compared to experts, who make a logical, objective risk assessment. Considering the gap in scientific knowledge between consumers and experts, it is understandable and even natural. For this reason, this study explores the levels of consumers’ emotional reactions, that is, anxiety, and identify its determinants. As the object of anxiety, we selected genetically modified food (GMO), food additives, and mad cow diseases because consumers worry about these cases more than experts as it have both characteristics as food and technological risk. For this research, an online panel survey was performed on 509 adult consumers, and based on this, the results are as follows: First, levels of consumer anxiety was higher in order of mad cow disease, genetically modified foods, food additives. Comparing with previous studies, the results shows the anxiety level of mad cow disease was more increased than other two cases. Considering circumstances around mad cow disease in 2008, the result indicates level of consumer anxiety is influenced by social issues. Therefore, we should monitor the changes in level of consumer anxiety and correspond to these changes rapidly. Second, the variables which make significant differences between anxiety levels of consumer groups was not same on each case. For GMOs and food additives, high levels of anxiety appeared in older, married, and housewives groups, whereas groups who had more liberal political tendencies showed a higher level of anxiety for mad cow disease. This result reflects what consumer groups show the relatively high level of anxiety and indicates who should be considered to manage consumer anxiety more efficiently. Third, according to the multiple regression analysis, the perception of uncontrollable state was the only variable which had a significant influence on consumers’ anxiety in all three cases. Meanwhile, the other variables showed different influences and different relative power of impact on consumers’ anxiety in each case. First, in GMO foods, objective(-) and subjective knowledge(+), risk perception of uncontrollable state(+), and gender(+, 0=male/1=female) showed a significant impact on consumer anxiety. Second, in the case of food additives, only the risk perception of uncontrollable state(+) and gender(+, 0=male/1=female) showed a significant impact on levels of consumer anxiety. Finally, in the case of Mad Cow Disease, objective knowledge (-), trust of the government(-), trust of online communities and blogs(+), and the risk perception of uncontrollable state(+) showed a significant impact on levels of consumer anxiety. Comparing each variable’s relative power of impact, objective knowledge was the most powerful variable which affects levels of consumer anxiety on GMO foods, while trust of the government was the most powerful variable in relation to Mad Cow Disease. This result shows policy makers should consider different strategies for different cases to reduce consumer anxiety more effectively. Based on these results, for the more effective management of consumer anxiety we should allocate government resources in the right places by finding cases and groups which show high levels of anxiety, and considering different factors which affect levels of anxiety.

UNDERSTANDING CONSUMER BRAND FORGIVENESS

Nikoletta-Theofania Siamagka,George Christodoulides 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Introduction The concept of forgiveness has been in the centre of research within the psychology domain for a number of years (e.g., Burnette, McCullough, Van Tongeren, & Davis, 2012; Fehr, Gelfand, & Nag, 2010; Mauger, Perry, Freeman, & Grove, 1992). It is surprising, however, that despite the relevance of forgiveness in marketing, the concept has failed to attract much attention and research in this area remains scarce. Few studies have looked into the importance of forgiveness in the context of marketing transgressions (Aaker, Fournier, & Brasel, 2004; Chung & Beverland, 2006; Mattila, 2001; Tax, Brown, & Chandrashekaran, 1998) and have largely focused on the services sector (e.g., Gudlaugsson & Eysteinsson, 2013; Zourrig, Chebat, & Toffoli, 2009). This study takes a broader perspective and addresses forgiveness at the brand level. Looking into consumer brand forgiveness is critical in that consumers often tend to evaluate and build relationships at the brand level rather than the firm level (Fournier, 1998). This research adopts a multi-method, multi-stage approach to conceptualise and operationalise brand forgiveness. Literature Review Forgiveness in the psychology literature has been defined as ‘the willful giving up of resentment in the face of another’s (or others’) considerable injustice and responding with beneficence to the offender even though that offender has no right to the forgiver’s moral goodness’ (Baskin & Enright, 2004, p. 80). Most of the literature on interpersonal forgiveness supports a multi-dimensional structure, consisting of affective, cognitive and behavioural components (e.g., McCullough, Worthington Jr, & Rachal, 1997). Interestingly, forgiveness in psychology has been seen as a relationship-constructive mechanism, similar to accommodation (Rusbult, Verette, Whitney, Slovik, & Lipkus, 1991) and willingness to sacrifice (Van Lange et al., 1997). It can also be understood as a psychological factor that is associated with restored relational closeness following an interpersonal transgression, in that it leads to the inhibition of avoidant behaviors and the facilitation of conciliatory behaviors (McCullough et al., 1997), as well as cooperation (Komorita, Hilty, & Parks, 1991) following interpersonal offenses. Despite the fact that most of the literature examines forgiveness following a specific offense, the concept has also a dispositional character, which very few studies addressed (e.g., Berry, Worthington, Parrott, O’Connor, & Wade, 2001).Forgiveness in the marketing domain has mostly been investigated in the context of services failures (e.g., Tsarenko & Tojib, 2011; Zourrig et al., 2009). Most of the research in this area relates to the concept of consumer forgiveness, which is defined as ‘consumers’ willingness to give up retaliation, alienation, and other destructive behaviours, and to respond in constructive ways after an organisational violation of trust and the related recovery efforts’ (Xie & Peng, 2009, p. 578). This definition highlights the behavioural component of forgiveness and fails to capture the cognitive and emotional aspects encapsulated in the concept (McCullough et al., 1997). In addition, the focus on ‘organizational violation’ is highly problematic as consumers often tend to evaluate and build relationships at the brand level rather than the firm level (Fournier, 1994). Transgressions addressed in the existing literature include moderately fit brand extensions (Fedorikhin, Park, & Thomson, 2008), negative PR (Xie & Peng, 2009) and delayed product launches (Herm, 2013). When conceptualising consumer forgiveness, Chung and Beverland (2006) suggested that the process of forgiveness provides a foundation for relationship restoration, which ultimately results in rebuilding trust (Chung & Beverland, 2006; Schoorman, Mayer, & Davis, 2007). Methodology Consistent with Churchill’s paradigm (1979) for scale development, qualitative data was first collected using 16 in-depth interviews with British consumers to better understand the concept of brand forgiveness and to identify pertinent dimensions. The interviews lasted on average 40 minutes. Based on the literature and the interviews an initial pool of items tapping consumer brand forgiveness was created. A questionnaire was subsequently developed that included the aforementioned item pool as well as demographic and nomological network variables. Data was collected in the UK using an online consumer panel. 603 fully completed questionnaires were returned. In line with scaling procedures (Chrurchill 1979) we divided the sample into two sub-samples: calibration (n=302) and validation (n=301). Results and Discussion The qualitative data supported the three-dimensional structure of consumer-brand forgiveness, which is consistent with the conceptualisation of interpersonal forgiveness (McCullough et al., 1997). For example issues regarding disappointment for the brand’s wrongdoing, impact on evaluations as well as intentions to switch to another brand emerged from the interviews. In line with our findings and extant research in this area, we define consumer brand forgiveness as the consumer’s cognitive, affective and behavioural response to a brand’s (perceived) wrongdoing. The quantitative data was used to confirm the dimensionality of the construct and develop a scale that measures consumer brand forgiveness. CFA was performed on the calibration sample and through an iterative process an acceptable fit was obtained; χ2 (24)= 70.495; GFI= .95; CFI= .98, TLI= .97, RMSEA= .08. Internal consistency and composite reliabilities were also within acceptable levels; α= .79, CR= .83 (cognitive), α= .85, CR= .86 (affective) and α= .96, CR= .96 (behavioural).CFA was then performed on the validation sample and acceptable fit was once again obtained; χ2 (24)= 70.800; GFI= .95; CFI= .98, TLI= .96, RMSEA= .08. All internal consistency and composite reliabilities were above .70; α= .82, CR= .82 (cognitive), α= .82, CR= .82 (affective) and α= .94, CR= .94 (behavioural). Convergent and discriminant validities were established using Fornell and Larcker’s criteria (1981). Table 1 provides a summary of the CFA results. The next step involved criterion-related validity tests, where two variables were drawn from relevant literature from both the psychology and the marketing literature, including brand love and relationship satisfaction. Regression analysis shows that brand forgiveness results in brand love (β= .32, p< .01) as well as relationship satisfaction (β= .69, p< .01). This confirms existing literature that forgiveness can lead to positive emotions (Takaku, 2001) and satisfaction with the relationship (McCullough et al., 1998). Conclusion and Implications for Theory and Practice Despite extensive research on interpersonal forgiveness, there is very little scholarly enquiry into forgiveness in the marketing domain. This is an important area for marketers to understand since forgiveness is likely to result into stronger relationships whilst the lack of it is may have detrimental effects on customer retention and advocacy. This study contributes in this area by providing an enriched conceptualisation of consumer brand forgiveness in the context of a brand’s wrongdoing and by developing a psychometrically sound scale that measures the levels of consumers’ brand forgiveness. Following a multi-stage methodology, our results establish a three-dimensional structure of consumer brand forgiveness, encompassing cognitive, affective and behavioural elements. The study also provides some initial insights into the consequences of forgiveness. Positive outcomes, such as brand love and relationship satisfaction are important outcomes of brand forgiveness. Following from these results, some important managerial implications could be identified. For example, managers could benefit significantly from reinforcing forgiveness, as this could lead to stronger ties with the brand and increased levels of satisfaction. A brand’s wrongdoing that subsequently results in affective, cognitive and behavioural forgiveness on the part of the consumer will benefit the brand. Managers should therefore not only focus their recovery strategies on behavioural forgiveness but also target strategies to ensure affective and cognitive forgiveness. Managers who are successful in building strong relationships with their customers might be more able to promote consumer brand forgiveness and therefore enjoy the positive benefits of the process. Therefore, CRM programs could be very useful in strengthening the relationships with customers and therefore have a greater likelihood of forgiveness should a wrongdoing occurs.

19대 문재인정부에 바라는 소비자정책 고찰

이은희,유두련,유현정,이준영 한국소비자정책교육학회 2017 소비자정책교육연구 Vol.13 No.4

우리나라 소비자정책은 소비자보호법이 시행된 이래로 30여년이 지난 현재, 소비자의 권익을 보장하고, 소비생활 향상을 위한 다양한 관련 법률과 제도가 마련되었으며, 더 나아가 소비자중심적인 제도개선이 이루어지고 있다. 그럼에도 불구하고 최근에 발생되고 있는 소비자피해와 문제의 심각성은 더욱 소비자의 안전을 위협하는 현실로 나타나고 있다. 경제성장 주도로 일관되어 온 국가정책이 지속가능한 발전정책으로 변화되고 있고, 소득수준이 높아지면서 삶의 질에 대한 소비자들의 기대와 의식이 고양되면서, 이를 충족시킬 수 있는 새로운 소비자정책이 요구되고 있다. 최근에 이르러 인구변화, 경제 저성장 시대, 제4차 산업혁명시대의 도래 등으로 생활여건이 급변함에 따라 나타나는 새로운 유형의 소비자문제의 피해를 최소화 할 수 있는 소비자정책의 마련이 시급하다. 이에 본 연구에서는 18대 대선 당시의 주요 소비자정책 공약과 19대 문재인 대통령의 후보시절 공약을 검토하고, 19대 정부에 바라는 학계, 소비자단체 등의 정책요구들을 분석하였으며, 이를 종합하여 19대 현 정부에서 중요하게 추진해야 할 소비자정책의 방향과 핵심과제를 제안하였다. 제18대, 19대 대선에서 제안된 소비자정책 공약과 19대 정부에 바라는 학계, 소비자단체 등의 정책요구들을 종합해 볼 때, 실효성 있는 소비자정책 구현을 위하여 가장 시급하게 해결되어야 하는 과제로서 다음의 다섯 가지 영역을 제안하고자 한다. 첫째, 소비자정책의 거버넌스 강화이다. 소비자행정기구를 독립적인 상설기구로 두고, 이를 통하여 소비자행정을 총괄‧조정하기 위한 시스템이나 체제의 부재로 인한 소비자문제를 개선할 수 있도록 해야 한다는 것이다. 따라서 소비자업무를 총괄하는 독립기구를 설치하고 주도적인 정책추진을 가능하게 하는 위상을 갖추어야 할 필요가 있다. 둘째, 지방자치단체의 소비생활센터 운영의 활성화이다. 소비자문제는 중앙정부의 문제가 아니고 지방자치단체의 문제이다. 지역소비자는 각 지역에 있는 광역자치단체를 중심으로 혹은 기초자치단체를 중심으로 보호되어야 할 필요가 있다. 주민들의 가장 중요한 기본생활이 소비생활이며, 국가는 지자체가 그러한 역할을 할 수 있도록 지원해야 한다. 따라서 지방소비생활센터의 활성화는 중요한 미래의 소비자정책 목표가 되어야 한다. 셋째, 소비자권리와 주권강화를 위해서는 소비자권익증진기금 설치, 집단소송제도 도입, 징벌적 손해배상제도 도입, 소비자입증책임 전환, 공정거래위원회 전속고발권 폐지, 방송․통신 소비자권리를 보장할 수 있는 정책이 도입되어야 한다. 넷째, 소비자 안심사회 구축을 위해서 소비자안전법 제정, 소비생활센터의 소비자안전관리 행정실현, 소비자지향적 안전관리 강화를 중심으로 하는 생활용품 안전정책 개선, 개인정보보호 강화 등의 정책방안이 강구되어야 한다. 다섯째, 가계경제 안정과 금융소비자보호 보호에 대한 세부내용으로서 지속가능한 가계소득 창출을 위한 일자리 창출과 서민․취약계층을 위한 금융정책을 통한 가계경제 안정도모와 금융서비스에 대한 소비자만족도 향상, 금융소비자역량 강화를 통한 금융소비자보호에 대한 내용 등을 포함하였다. 이 연구는 현 정부에서 중요하게 추진되어야 하는 소비자정책의 방향과 핵심과제를 제안함으로써, 소비자정책 발전의 저해... Since the implementation of the Consumer Protection Act in Korea, consumer policy has endeavored to protect the interests of consumers and improve consumer welfare. However, recent incidents of harm to consumers and the severity of the problem have become a growing threat to consumer safety. Consumers' expectations and their consciousness about their quality of life are rising as their income levels have grown, and national policy, which has hitherto supported rapid economic growth, is transforming into supporting sustainable economic growth. The time has come for new consumer policies to be set up to meet consumers’ demands. In recent years, it has also become increasingly urgent to develop consumer policies that minimize the damage of new problems facing consumers, as their living conditions rapidly change due to demographic changes, economic depression, and the characteristics of the fourth era of the Industrial Revolution. In this study, we will examine the major consumer policy commitments from the recent 18th presidential election and the campaign promises of the eventual 19th president, Moon Jae-in, and we will analyze the policy needs that academics and consumer organizations have demanded from the 19th government. The main purpose of this paper is to propose the direction and key tasks of consumer policy that should be promoted in the future. In light of the consumer policy commitments proposed in the 18th and 19th presidential elections and the aforementioned demands from academics and consumer groups, we present the following crucial tasks, in five areas, to undertake in order to realize effective consumer policies: First, the governance of consumer policy must be strengthened. In the current absence of a system for managing and coordinating consumer administration, the consumer administrative organization must become an independent, permanent organization that solves consumer problems. This organization should be mandated to oversee consumer affairs and promote leading policies. Second, local governments should activate consumer life centers, as municipalities in local areas should be the main entities that protect consumers. The most important basic aspect of residents’ lives is their role as consumers, and the state should support local governments in protecting that role. Thus, revitalizing local consumer life centers should be an important future consumer policy goal. Third, to strengthen consumers’ rights and sovereignty, their advocates in government should: establish a consumers’ rights promotion fund; introduce class action suits and a punitive damages system; convert responsibility for consumer attestation; and take other related measures. Fourth, to promote consumer safety, policies should include the following: establishing consumer safety law; providing consumer safety management administrators at local consumer life centers; improving safety policies for consumer goods by focusing on strengthening consumer-oriented safety management; and strengthening personal information protection. Fifth, to protect household economic stability and financial consumer protection, policy goals should include: creating jobs to generate sustainable household income; stabilizing household economies through financial policies that protect the common people and the vulnerable; and building consumers’ financial capacity. By recognizing, through our research, the structural problems that are obstacles to developing consumer policy, we suggest here the direction and core tasks of that policy that should be important to the present government. Our findings will contribute to establishing and managing a consumer policy system that will provide practical help to household and individual consumers.

중국에서 휴대폰 리콜기업에 대한 소비자 태도가 구매의도에 미치는 영향: 리콜 만족도의 매개효과와 소비자 적극성의 조절효과를 중심으로

고숭,임성훈 한국무역연구원 2019 무역연구 Vol.15 No.2

This study examines the relationship between Chinese consumer attitudes of mobile phone recall and consumer purchase intention. It focuses on the moderating effects of consumer attitudes towards recall and the mediating effect of recall satisfaction. The results of applying the structural equation model to 245 samples to demonstrate the hypotheses: (1) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on recall satisfaction; (2) Recall satisfaction has a positive impact on consumer purchase intention; (3) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on consumer purchase intention; (4) Recall satisfaction can be a mediator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention; and (5) Positive customer attitudes can be a moderator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention. The results can be explained as follows: A recall company generally regards the recall problems as production costs increase, however it will be a chance to increasing customer’s satisfaction when utilizing positive attitudes of consumer towards product recall policy.

스마트 워치 소비자 저항에 영향을 미치는 요인: 수용 보류 집단의 성별, 연령별 집단 차이 비교

김효정,나종연 한국콘텐츠학회 2017 한국콘텐츠학회논문지 Vol.17 No.12

본 연구는 스마트 워치 수용을 보류하고 있는 소비자 집단을 중심으로 스마트 워치 소비자 저항에 영향을 미치는 요인들을 살펴보았다. 본 연구는 20-40대 소비자 407명의 설문 자료를 기반으로 분석을 실시하였으며, SPSS 19.0을 활용하여 빈도분석, 기술통계, 요인분석, 신뢰도 검증, 상관관계 분석, t-test, 그리고 다중회귀 분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 상대적 이점은 모든 성별과 연령 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 둘째, 복잡성은 여성 소비자 집단, 20대, 그리고 40대 소비자 집단에서 스마트 워치 소비자 저항을 증가시키는 요인으로 확인되었다. 셋째, 디자인 심미성은 남녀 소비자 집단, 20대 소비자 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 넷째, 주관적 규범은 여성 소비자 집단, 20대, 그리고 30대 소비자 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 다섯째, 프라이버시 위험은 남성 소비자 집단과 40대 소비자 집단에서 스마트 워치 소비자 저항을 증가시키는 요인으로 확인되었다. 본 연구의 결과들은 스마트 워치 수용보류 집단의 소비자 저항을 이해하는데 기초 자료를 제공할 수 있을 것이다. The purpose of this study is to investigate the factors affecting consumer resistance of smart watches, focusing on consumer groups. SPSS 19.0 was used to conduct a descriptive analysis and multi regression analysis of the data. This study is based on the questionnaire data of 407 consumers. The results of this study are as follows. First, the relative advantage was identified as a factor in reducing consumer resistance across all gender and age groups. Second, complexity has been identified as a factor that increases the consumer resistance of female consumers, and consumer groups in their 20s and 40s. Third, esthetics was found to reduce consumer resistance in men, women, and the consumer group in their 20s. Fourth, subjective norms were identified as a factor reducing consumer resistance in women and in consumer groups in their 20s and 30s. Fifth, the risk of privacy was identified as a factor in increasing consumer resistance in men and the consumer group in their 40s. The results of this study can be helpful to understand consumer resistance to smartwatches.

CONSUMER DESIRE FOR FAST FASHION: AN ILLUSTRATION FROM U.S. COLLEGE STUDENTS

Nayeon Yoo,Hye-Young Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Introduction What is fast fashion? Does this term just define all the latest or the most popular or the most famous clothes? In reality, this social phenomenon goes beyond the conventional notion of industrialized fashion and carries more importance than is implied by this view. Fast fashion, defined as “the retail strategy of adapting merchandise assortments to current and emerging trends as quickly and effectively as possible” (Sull & Turconi, 2008, p. 5), has received a great amount of attention from fashion marketers and consumers since its inception during the 21st century (Tokatli, 2008; Jang et al., 2012). The purpose of this study was to deepen our understanding of fast fashion consumers. Based on the review of related literature, the key variables related to fast fashion consumers were categorized into three dimensions: consumer characteristics (i.e., fashion leadership, price consciousness), consumer awareness (i.e., awareness of sustainable practices of fast fashion retailers, perception of fashion democratization), and attitude toward fast fashion retailers. The three dimensions were examined in a sequential manner to assess the power of each set of antecedents in explaining college students’ repatronage intention of fast fashion retailers. Related Literature While fast fashion retailers have experienced a huge financial success mainly due to their affordable and accessible fashion products, they have also been harshly criticized by some members of the public because of their lack of corporate social responsibility. Indeed, fast fashion retailers’ low cost and efficient supply chain management systems have had negative effects on the environment, society, and people (Barnes & Lea-Greenwood, 2006; Bruce & Daly, 2006; Ro & Kim, 2009). The U.S. Environmental Protection Agency (EPA) announced that about 14.3 million tons of textiles were generated in 2012, making up 5.2 percent of total municipal solid waste. Such massive textile waste has been attributed to fast fashion retailers because the cheap and trendy items they produce encourage consumers to make frequent purchases and to frequently dispose of unwanted clothing. Furthermore, several fast fashion retailers (e.g. Gap and Forever 21) have been criticized for the use of child labor and the sweatshop-like conditions of their factories (Ramishvili, 2012). Moreover, some fast fashion retailers have been involved in intellectual property lawsuits because they replicated the runway designs of prominent designers to produce knock-off products (Pous, 2013). In response, a few fashion experts claim that fast fashion retailers destroy fashion because the styles produced lack of aesthetic expression and creativity (Choufan, 2013). However, these issues are not solely a problem associated with fast fashion retailers. In fact, the entire fashion industry is responsible for adverse environmental and societal consequences to some extent. Traditional fashion retailers (e.g. Diesel, Levi’s, Dolce & Gabbana, Chanel, Herm?s) also generate huge amounts of textile waste along with hazardous waste that results from the chemical materials used in production processes. Their products are also manufactured in developing countries to keep production costs low. They also may not pay attention to the labor environment. Therefore, traditional fashion retailers along with fast fashion retailers have responsibilities related to sustainability issues (Casey, 2014; Greenpeace, 2013). Nevertheless, fast fashion retailers have received the majority of the public’s criticism regarding these issues. Contrary to a popular belief, fast fashion retailers have taken some steps to apply the concept of sustainability into their business practices. For example, H&M collects unwanted garments for recycling, uses recycled or reused materials for producing new garments and uses organic cottons (Lanyon, 2013). Other fast fashion retailers like Zara, Topshop and Uniqlo as well as H&M also have launched eco-friendly collections (MacDonald, 2012). Moreover, H&M, Zara, Mango and Uniqlo have committed to eliminate the release of toxic chemicals by 2020 in response to Greenpeace’s Detox campaign and to public pressure (Greenpeace, 2012). Furthermore, fast fashion retailers are also paying attention to labor issues. For instance, after more than 1,100 people died from the Rana Plaza building collapse on April 24th in 2013 (Chua, 2013), major fast fashion retailers signed the Accord on Fire and Building Safety in Bangladesh. This accord indicates these retailers agree to be responsible for the working environment for employees in apparel factories in Bangladesh. Although their ultimate goal might be to increase their sales by recovering their brand images damaged by unfavorable media coverage, it is clear that movement toward sustainable practices will minimize the negative impact of their business practices on the environment and society and encourage other retailers to incorporate sustainable practices. In spite of the harsh criticism directed at fast fashion retailers, consumers still like wearing fast fashion products considering that fast fashion retailers have continuously expanded their businesses worldwide and have been successful. Prior researchers interested in fast fashion retailers have focused on supply chain management issues (Barnes & Lea-Greenwood, 2006; Mihm, 2010), the value of fast fashion (Cachon & Swinney, 2011), and indentifying business strategies of a particular fast fashion retailer (Ferdows, Lewis, & Machuca, 2005; Ghemawat, Nueno, & Dailey, 2003; Tokatli, 2008). However, few researchers have theoretically explained why consumers still like fast fashion products and visit fast fashion retailers. With that in mind, the present study identified various factors that positively influence consumer attitude and their patronage intention toward fast fashion retailers. Furthermore, although fast fashion retailers have positive motivations toward consumers (e.g. provide inexpensive fashionable items,participate in sustainable practices), consumer research has highlighted their negative effects on the environment and society (e.g., Morgan & Birtwistle, 2009). Methods An online self-administered survey methodology was employed with a purposive sample of U.S. college students who had shopped at fast fashion retailers. A total of 154 usable responses were used for data analysis. The click through rate was 79.79%. Exploratory factor analysis and hierarchical regression were used to examine the interrelationships among the three dimensions of antecedents (consumer characteristics, consumer awareness, consumer attitude) and repatronage intention. The measurement items employed were developed based on previous literature. All items were reviewed and modified to fit the context of this research: consumer attitude and patronage intention toward fast fashion retailers (Madden, Ellen, & Ajzen, 1992); perception of fashion democratization (PFD) (Dubois, Czellar, & Laurent, 2005); fashion opinion leadership (Flynn et al., 1996; Goldsmith & Hofacker, 1991); and price consciousness (Lichtenstein et al., 1993). The items for measuring awareness of sustainable practices of fast fashion retailers (ASP) were created based on news articles presenting sustainable practices fast fashion retailers actually engaged in. Participant Characteristics Among the participants, 48.1% were majoring in a fashion related area (e.g. fashion design, retail merchandising). The majority of the participants were female (85.1%). Most participants (92.2%) were between 18 and 25 years old. With respect to ethnicity, 63.0% were Caucasian. Approximately half of the participants (52.6%) reported that they earned less than $10,000 annually. Also, 26.0% of the participants shopped at fast fashion retailers once a month. Results A weighted least squares (WLS) hierarchical regression analysis was used for data analysis. Fast fashion shopping frequency was used as a weight variable as it is related to the variability in the dependent variable. The results revealed that: (a) fashion leadership positively influenced repatonage intention (Model 1); (b) after controlling consumer characteristics, PFD played a significant role in increasing variance explained in repatonage intention (Model 2) and (c) after controlling consumer characteristics and awareness, consumer attitude was found to be a significant predictor, partially mediating the linkages from fashion leadership and PFD to repatronage intention (Model 3). Implications and Conclusion Our findings suggest that fashion leadership plays an important role in the fast fashion market because it initiates the acceptance of new trends and leads to diffusion of new fashion. Prior research suggests that fashion leaders (versus followers) are willing to take risks in trying new items offered by fast fashion retailers, are interested in fashion information, tend to retain fashion items for socializing for a short period of time and need various and unique fashion items (Goldsmith, Freiden & Kilsheimer, 1993; Kang & Park-Poaps, 2010). Given that fast fashion retailers promote frequent purchases and decrease the financial burden by offering new products on a weekly basis and charging low prices, our finding is consistent with fashion leaders’ characteristics prior research identified. Another important finding is that the role of PDF in defining fast fashion consumers. Fast fashion products look similar to high-end products, but are comparatively inexpensive because the fast fashion retailers apply or copy high-end designs into their products and use cheap materials (Niinim?ki, 2009; Reinach, 2005). Also, fast fashion retailers open tremendous stores across the world, which make fashion more accessible to consumers globally. As a result, fast fashion retailers accelerate the fashion democratization and it means that both concepts of fast fashion and fashion democratization are highly related. As Wang (2010) stated, “fast fashion’s soul is to make fashion democratized with its low price and speed” (p.10). Further research is needed to extend and corroborate the findings of this study.

CONSPICUOUS GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ETHICS AND CONSPICUOUS CONSUMPTION

Lawrence W.T. Lo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

Understanding the Consumer-Brand Relationship Quality : Its Relationship with Perceived Involvement and Restaurant Brand Choice

윤태환,윤유식 한국자료분석학회 2008 Journal of the Korean Data Analysis Society Vol.10 No.4

Although the importance of the relationship between consumers and brands has been recognized by a wider community, relatively little academic interests have been shown regarding the quality of the consumer-brand relationship and thus there remains a lack of consensus amongst researchers as to what the concept really is and how it works. The aim of this study was to provide better and richer understandings of the roles of a consumer-brand relationship on the perceptions of service customers by empirically examining the construct of the consumer-brand relationship quality, and the relationships among consumer-brand relationship, choice behaviour, and involvement level in the context of hospitality industry. The findings suggested the consumer-brand relationship quality concept is valid in the context of restaurant brands. The consumer-brand relationship quality was found to have a significant influence on restaurant brand choice. However, the moderating effect of perceived involvement was not confirmed in this study. Although the importance of the relationship between consumers and brands has been recognized by a wider community, relatively little academic interests have been shown regarding the quality of the consumer-brand relationship and thus there remains a lack of consensus amongst researchers as to what the concept really is and how it works. The aim of this study was to provide better and richer understandings of the roles of a consumer-brand relationship on the perceptions of service customers by empirically examining the construct of the consumer-brand relationship quality, and the relationships among consumer-brand relationship, choice behaviour, and involvement level in the context of hospitality industry. The findings suggested the consumer-brand relationship quality concept is valid in the context of restaurant brands. The consumer-brand relationship quality was found to have a significant influence on restaurant brand choice. However, the moderating effect of perceived involvement was not confirmed in this study.

환경과 스마트팜 기술에 대한 소비자 신념과 스마트팜 농산물 지속사용의도: 소비자 혁신성의 조절효과

박명은,김민지,유소이 한국소비문화학회 2024 소비문화연구 Vol.27 No.2

As the fresh food market grows, interest in smart farms that are not affected by climate and seasons in terms of supply stability is increasing. The domestic distribution industry is also paying attention to the smart farm business. There is a need to understand the relationship between producers and consumers in food distribution channels. Accordingly, this study comprehensively analyzed the relationship between consumer beliefs about the environment and smart farm technology, consumer innovativeness, consumer attitude, and intention to continue use in order to understand consumers' intention to continue using smart farm agricultural products. Data was collected by online survey with adult consumers aged 20 or older across the country, and a total of 515 copies were used in the final analysis. To identify relationships between variables, SPSS 26 and SmartPLS 4.0 were used. As a result of the analysis, first, it was found that consumers' individuality (environmental) beliefs about smart farm technology had a positive effect on technology (technology usefulness, ease of access, social influence, purchasing ability) beliefs. Second, among individuality beliefs and technology beliefs, technology usefulness, social influence, and purchasing capacity were found to have a significant effect on consumer attitudes. Third, among individuality beliefs and technology beliefs, technological ease, social influence, and purchasing capacity were found to mediate consumer attitude and influence the intention to continue using smart farm agricultural products. Fourth, consumer innovativeness was found to have a significant moderating effect in the relationship between consumer attitude and continued use intention. This study is significant in that it analyzed the impact of consumer acceptance of the environment and smart farm technology on continuous use intention of smart farm produce with including consumer innovativeness.

소비자보호에 관한 법적 이해와 법정책의 방향 - 소비자기본법을 중심으로 -

김웅규,김민우 서울시립대학교 서울시립대학교 법학연구소 2015 서울법학 Vol.23 No.1

Economic life of modern society is briskly developed through interaction between business operator and consumer. There was production-oriented policy in early industrial society, and self-production and order production had a huge presence on this period, so consumer injury was rarely happening. However, while industrialization proceeded, distribution steps of products became complicated, and monopoly of an economic structure and competition between companies deepened, so combination commodity and hazardous commodity appeared. An unreasonable price, and deceptive and exaggerative advertisement expanded in distribution process, so safety of consumers and reasonable consumer choice were hindered. Like this, while modern industrialized process was changing into modern industrial society, consumer injury became a main social issue. Especially, changes of consumption environment such as improvement of national income and e-commerce caused new consumer problems and various consumer disputes. Consumer Framework Act was enacted to solve such various consumer disputes. As a result, enactment of the act is meaningful, because consumer protection was recognized as a main legal liability of the country, and a legal ground was prepared to call business operators to protect consumers. In terms of this, the study desires to analyze legal trouble of current law in terms of constitution, based on enactment background and main contents of Consumer Framework Act. Based on this analysis, this study desires to contribute to guarantee of healthy daily life as a consumer by suggesting direction of law policy to guarantee right of consumers. 현대사회의 경제생활은 사업자와 소비자의 상호작용을 통해 활발하게 전개되고 있다. 초기 산업사회에서는 생산위주의 정책이었으며 이 시기는 주로 자가생산, 주문생산 방식이 주류를 이뤄 소비자피해가 거의 발생하지 않았다. 그러나 산업화가 진전되면서 상품의 유통단계가 복잡해지고 경제구조의 독과점화, 기업 간의 경쟁이 심화됨에 따라 결함상품ㆍ유해상품이 출현하게 되었다. 유통과정에서는 불합리한 가격이나 허위ㆍ과대광고가 확산되면서 소비자의 안전과 합리적인 소비자 선택을 저해하는 일이 발생하게 되었다. 이처럼 근대 산업화 과정을 거쳐 현대 산업사회로 접어들면서 소비자피해는 주된 사회문제가 되었다. 특히 국민소득의 향상과 전자상거래 등과 같은 소비환경의 변화는 새로운 형태의 소비자문제와 다양한 유형의 소비자분쟁을 발생시켰다. 소비자기본법은 이러한 다양한 유형의 소비자분쟁을 해결하기 위하여 제정되었다. 그 결과 소비자보호가 국가의 주된 법적 의무로 인정되었으며, 동시에 사업자에게도 소비자보호를 요구할 수 있는 법적 근거를 마련하였다는 점에서 동법 제정의 의의는 매우 크다. 이 논문은 소비자기본법을 재조명한다는 취지에서 종래에 논의되었던 소비자기본법의 제정 배경과 주요 내용을 바탕으로 현행법의 문제점을 분석하고자 한다. 이를 바탕으로 소비자의 권리를 보장하기 위한 법정책의 방향을 제시함으로써 건전한 소비생활의 보장에 기여하고자 한다.