브랜드 수산물이 소비자 태도를 매개로 구매의도에 미치는 영향

장영수 ( Young Soo Jang ),이유진 ( Yu Jin Lee ) 한국수산경영학회 2011 수산경영론집 Vol.42 No.1

Today, the consumer is more careful in buying goods, invests more time in collecting relevant information to avoid any potential danger, and restricts from potential impulse buying. To react this consumer`s carefulness, the seafood brands provide much information including the origin labeling system, the traceability, the food`s safety & hygiene. Also the branding by region or company is pursued. Like that, a seafood brand`s importance is increased, but there lack few researches dealing how current consumer`s attitude influences on real purchase behavior, and how the attitude works consumer purchase decision. Therefore, this study researched the brand`s influence on the consumer`s attitude and purchase intention. For this purpose, this study targeted the salty mackerel and the dried yellow corvina because they are already branded and sold in some popularity, and researched how a brand`s popularity, its image, and its recognized quality could effect on the consumer`s attitude and purchase intention. As the result, it was appeared that a seafood brand`s popularity didn`t directly effect on the consumer`s purchase intention, but indirectly influenced through the consumer`s attitude as a parameter. From this result, improving a seafood brand`s popularity needs some time to form the consumer`s positive attitude and to lead to consumer purchase intention of seafood brand. So, it is thought that various promotion activities for seafood consumption must be continually performed rather than some temporary special events. Consumers showed more positive attitude on familiar seafood based on a products original place and the freshness. Also they had better feeling about some seafood with their speciality images rather than the same kinds of products produced in other regions. This attitude temporarily led to purchase intention. Therefore, it is important that the branding strategy development should start from some seafood familiar to us in traditional food culture and food habit, but should delivery the reliance and the freshness in accurately indicating their origins, and should emphasize their differences as specialities. Consumers showed some positive attitudes on the seafood featuring the hygiene, the safety, continual good quality, and their attitudes led to their purchase intentions in temporary. The seafood product reflecting these results the best is the marketing activities on some Andong salty mackerel products acquired HACCP certification. it is thought that a seafood`s branding strategy should be established on distinctive branding strategies using reliable certification mark like HACCP based on the hygiene, the safety, and the quality.

공정무역제품의 다차원적 소비가치가 태도 및 구매의도에 미치는 영향

민대기,권기대,김동범 한국기업경영학회 2012 기업경영연구 Vol.19 No.4

Recently many consumers have been concerned about ethical product so called coffee, chocolate, tea, clothes, sugar handicrafts et al., and the real purchasing power on the fair trade of ethical products have been increased in korea. and many scholars who have interest in about fair trade product take a prominent figure in the academic circles. The purpose of this study are to investigate the relationship among multidimentional consumption value, consumer’s attitude, and purchase intention on the customers with fair trade product (food) use/purchase experience. For the theoretical model of consumer’s buying decision making on fair trade, this study is based on the modified theory suggested by Engel, Blackwell and Miniards (1982). To accomplish the purpose of this study, The conceptual model of the hypothetical structure was established through the research and examination of second documentary records and articles. Next follows the analysis of questionnaire among consumers with fair trade product (food) use/purchase experience to question consumption value, consumer’s attitude, and purchase intention. The data of 167 samples collected both on line and off line survey from 16 November, 2011 to 8 December, 2011 were analyzed by frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis after exception missing data through coding, trimming and refining process of raw material data using SPSS 18.0. The results of this study can be summarized as follows First, multidimensional consumption value of functional value, psychosocial value, and aesthetic․ emotional value have a positive effect on consumer’s attitude on fair trade product. However on the other hand, multidimensional consumption value of economic value, conditional value, and epistemic value have a negative impact on consumer’s attitude on fair trade product. Second, consumer’s attitude of fair trade product (food) showed a positive influence on consumer’s purchase intention. Third, multidimensional consumption value of economic value, psychosocial value, and aesthetic․emotional value have a positive effect on consumer’s purchase intention. However on the other hand, multidimensional consumption value of functional value, conditional value, and epistemic value have a negative effect on consumer’s purchase intention. Firth, from the analysis result of mediate effect of consumer’s attitude to influence relationship between psychosocial value, aesthetic․emotional value values and purchase intention. Therefore, to supplement this study, more objective theoretical models that can bring out the relationship between fair trade product and consumer’s attitude and purchase intention must be created. The result of this study has some implications of consumer’s purchase behavior theory on the fair trade products for the experts at consumer’s culture studies, consumer’s ethical behaviors and international marketing strategy. An early studied of fair trade mainly have been concerned about unidimentional consumption values. This study are differentiated from multidimentional consumption values perspectives. and for the first time marketing strategy which look into the future focused on consumption value of psychosocial value at the fair trade, and prior marketing strategy for revitalized fair trade have a distinctive superior quality guarantee, design development and reasonable price. The future’s studies with concerned this topics are needed to elaborate the measure of consumption value about fair trade, generation’s lifestyle on fair trade product and to help the understanding of consumer’s fair trade consumption behavior with the quantitative data. 공정무역 제품을 구매하는 소비자를 대상으로 총 167부의 설문지를 회수하여 공정무역 제품에 대한 다차원적 소비가치가 제품 태도 및 구매의도에 미치는 영향 관계를 살펴보았다. 본 연구의 진행을 위해 연구의 목적을 세우고, 이를 달성하기 위해 연관된 구매의사결정이론 검토와 분석을 통해 연구결과를 도출하였다. 연구가설 검정의 결과는 다음과 같다. 첫째, 공정무역 제품에 대한 다차원적 소비가치와 공정무역 제품에 대한 소비자 태도의 영향관계를 검정한 결과 기능적 가치, 사회심리적 가치, 미적/감정적 가치요인이 공정무역 제품 태도에 정(+)의 영향을 미치는 것으로 나타났다. 반면에 경제적 가치, 상황적 가치, 진귀적 가치는 공정무역 제품 태도에 영향을 미치지 않았다. 둘째, 공정무역 제품에 대한 소비자 태도와 구매의도의 영향관계를 검정한 결과 태도가 구매 의도에 정(+)의 영향을 미치는 것으로 분석되었다. 셋째, 공정무역 제품에 대한 다차원적 소비가치와 구매의도의 영향관계를 검정한 결과 경제적 가치, 사회심리적 가치, 미적/감정적 가치요인이 공정무역 제품 태도에 정(+)의 영향을 미치는 것으로 확인된 반면에 소비가치의 다차원 변수인 기능적 가치, 상황적 가치, 진귀적 가치는 공정무역 제품 태도에 영향을 미치지 않았다. 넷째, 소비자의 제품태도가 소비가치와 구매의도에 미치는 영향을 매개하는지 검정한 결과 사회심리적 가치와 구매의도 사이에 태도가 부분 매개한다는 것으로 나타났고, 미적/감정적 가치와 구매의도 사이에 태도가 완전매개하는 것으로 파악되었다. 전략적 시사점과 연구의 한계 그리고 미래연구의 제언은 결론부분에 언급하였다

소비자 체험 후 태도 차이에 관한 비교 연구

유문걸,조광수 한국전시산업융합연구원 2024 한국과학예술융합학회 Vol.42 No.5

최근 많은 연구자들에게 서비스 체험 후 태도(Post-experience attitude)와 행동의 중요성이 점차 중요해지고 있으며, 연구의 대상이 소비자 유치에서 소비자 체류로 바뀌고 있다. 그러나 현재 서비스 체험 후 태도에 대한 연구는 비교적 단순한 시각에서 다루어지고 있다. 이를 해소고자 본 연구는 소비자 만족 또는 불만족 후 충성도, 입소문 전파, 서비스 전환 등 행동 반응 유형에 대한 연구에서 시작하여 소비자체험 관점을 통해 소비자 만족도에 영향을 미치는 요인을 분석했다. 본 연구의 목적은 서비스 유형에 따른 소비자 체험 후 만족 또는 불만족에 대한 태도 반응차이를 탐구하는 것이다. 따라서 본 연구는 서로 다른 서비스 유형에 따른 소비자 체험 후 태도 반응의 차이점을 문헌조사와 실증연구를 통해 진행했다. 연구과정은 다음과 같다. 첫째, 체험 후 태도 이론에 대한 문헌 요약을 진행한다. 또한, 체험 후 태도유형을 정의하고 소비자 만족에 따라 절대적 태도, 탐색적 태도, 수동적 태도, 수정 요구적 태도, 불만족 태도, 강한 불만족 태도 등으로 구분하여 연구한다. 둘째, 소비자의 체험 만족도와 체험 후 행동 반응에 영향을 미치는 평가요인을 수집한다. 설문조사와 탐색요인 분석을 통해 소비자의 경험 후 태도에 영향을 미치는 평가요인을 분류하여 긍정적 요인(이득, 신뢰, 즐거움, 편안함) 및 부정적 요인(손실, 위험, 실망, 스트레스) 두 차원의 8가지 요소를 추출한다. 그리고 서비스 활동의 대표적인 분류인 서비스 4개(택배 서비스, 호텔서비스, 모바일 뱅킹 서비스, 온라인 교육 서비스)를 기반으로 연구모형을 제시한다. 수집된 자료를 대상으로 일원배치 분산분석(one-way ANOVA)을 이용하여 서비스 유형이 소비체험 태도에 미치는 영향을 조사하고, 태도 유형에 따라 서비스 간 차이를 평가하는 요인을 각각 분석한다. 이로써 본 연구는 서비스 활동의 성격이 다른 서비스를 분류하고 서비스 체험 후 태도 차이에 대한 평가 요인을 비교 연구한다. Recently, post-experience attitude and behavior have become increasingly important to managers and researchers, and the research subject has changed from consumer acquisition to consumer retention. However, the current study on post-experience attitude is relatively simple, and this paper started with a study on the types of behavioral responses such as loyalty, word-of-mouth, and service switching after consumer satisfaction/dissatisfaction, and analyzed the factors affecting consumer satisfaction through the perspective of consumer experience. The purpose of this study is to explore the differences in attitude responses to satisfaction/dissatisfaction after consumer experience according to service type. Therefore, this study conducted a literature review and empirical research on the differences in post-experience attitude responses according to different service types. The results and contents of the study are as follows. First, a literature summary on post-experience attitude theory is conducted. In addition, the types of post-experience attitudes are defined and absolute acceptance and absolute attitude according to consumer satisfaction, passive acceptance, request for modification, dissatisfaction, and strong dissatisfaction attitudes according to consumer dissatisfaction are studied. Second, evaluation factors affecting consumer experience satisfaction and post-experience behavioral responses are collected. Through a questionnaire and exploratory factor analysis, the evaluation factors affecting consumers' post-experience attitudes are classified, and eight factors in two dimensions, positive factors (gain, trust, enjoyment, comfort) and negative factors (loss, risk, disappointment, stress), are extracted. Then, a research model is presented based on four representative service categories (delivery service, hotel service, mobile banking service, online education service) of service activities. Using one-way ANOVA for the collected data, the effect of service type on attitude toward consumption experience is investigated, and the factors evaluating the difference between services according to attitude type are analyzed respectively. Therefore, this paper classifies services with different characteristics of service activities and compares and studies the evaluation factors for the difference in attitude after service experience.

중국소비자가 글로벌브랜드에 대한 브랜드태도에 미치는 영향요소에 관한 연구

뚜안이, 이원준 청주대학 2018 우암논총 Vol.40 No.-

Recently, along with the change of global market environment's global economic trade, the limit of economic between nations had been changed. Globalnization will be an important strategy in domestic enterprises for the enterprises survive and become to join the ranks of global brands in the world market. In order to match the international trend, it is necessary find the attitude of brand influence factors of chinese consumers. This research is research about brand attitude's effect factors by the Chinese consumers's Psychological Factors of consumer's signt and in order to prove it will be a positive effect of chinese consumers that familiarity with the specific brand and the international brand by the brand familiarity will have a positive effect on the brand attitude. Then, the goal of this study is put forward to improve the importance of the brand globalnazition of the enterprise and research the influence of brand attitude by brand globalnaziton. In order to test hypotheses, frequency analysis was used to find out the distribution of variables based on demographic analysis, By making factor and reliability analysis to evaluate survey items of independent variable factor of organizing validity, investigate the relation between consumer attitude, brand familiarity, consumer psychological factors and action after purchase. Based on these, the relationship between the consumer attitude, brand familiarity, consumer psychological factors and action after purchase were hypothesized and verified. The result of this study is the qulity prefer factor, the service prefer factor of consumer psychological factors, and the brand familiarity, the brand globalnization make a positive effect on the attitude to brand of Chinese consumers. The social status prefer factor make any effect on the brand attitude of Chinese consumers. The study result of the relation between consumer attitude, repurchase and recommend intention proved that the consumer attitude make a positve effect on repurchase and consumer attitude make a positive effect on recommend intention. 오늘날 글로벌 시장의 환경은 세계 경제무역의 활발해짐에 따라 국가 간의 경제적 국경이 사라지고 세계화가 기업 생존전략의 중요한 과제 되었고 국내 기업도 글로벌 브랜드 대열에 합류하기 위해 세계 시장으로 눈을 돌리고 있다. 이 런 국제화 추세를 맞추기 위해 중국소비자에게 글로벌브랜드에 대한 태도를 영향하는 요소에 대한 연구하는 필요성이 있다. 본 연구는 소비자 측면에서 중국소비자가 글로벌브랜드 구매하는 심리적 요인에 대한 연구를 통해 브랜드태도에 대 한 영향을 측정하고 브랜드 친숙도가 브랜드태도에 미치는 영향에 대한 연구를 통해 중국소비자들은 특정 브랜드와 친 숙도가 높으면 글로벌브랜드에 대한 적극적인 영향을 주는 것을 측정하려는 목적이 있다. 또, 기업에게 브랜드글로벌성 을 제고하는 중요성을 제시하는 목적으로 브랜드글로벌성이 브랜드태도에 대한 영향을 연구하는 목적을 가지고 있다. 본 연구에서는 가설을 검증하기 위하여 인구통계학적연구를 위해 기초된 각종 변수의 분포를 알아보기 위해 빈도분 석을 사용한다. 본 연구모형에서 소비자 심리적 요인과 브랜드친숙도, 브랜드글로벌성, 브랜드태도, 재구매의도, 추천의도간의 관계 를 규명하기 위한 설문항목의 신뢰성을 평가하기 위해 신뢰도분석(Reliability Analysis)을 사용하고, 독립변수를 구성 하는 각 요인들에 대한 설문항목의 타당성을 평가하기 위하여 요인분석을 사용한다. 또한 독립변수의 집중 타당성을 위 하여 질문항목들에 대해 상관관계 분석을 실시하였으며, 회귀분석을 통해 가설들을 검증하였다. 연구결과는 중국소비자가 브랜드에 대한 태도는 소비자의 심리적요인의 품질추구요인, 서비스추구요인 및 브랜드 친숙도, 브랜드글로벌성의 영향을 받는 결과로 나타났다. 중국소비자에 대해 해당 브랜드에 대한 태도가 사회지위추구 요인의 영향을 받지 않는 결과가 나왔다. 소비자태도와 재구매의도 및 추천의도의 관계에 대한 연구결과 살펴보면 중국 소비자에 대해 소비자태도가 높을수록 재구매의도가 높다는 결과를 나타나며 소비자태도가 높을 수록 추천의도가 높 아지는 결과를 나타났다.

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.

금융역량 구성요소에 근거한 소비자유형화와 영향요인 분석

성영애 한국소비자학회 2024 소비자학연구 Vol.35 No.6

본 연구는 금융역량의 요소인 금융지식, 금융태도, 금융실천역량 간의 상관관계를 살펴보고, 이를 기준변수로 하여 K-평균 군집분석을 실시하여 소비자를 유형화하고, 소비자유형별 사회인구학적 특징의 차이를 살펴보았으며, 사회인구학적 특징이 각각의 소비자유형에 속할 가능성에 미치는 영향을 다항로지스틱분석을 통하여 살펴보았다. 본 연구의 데이터는 전국 성인 4,000명을 대상으로 한국소비자원에서 조사한 ‘2022 한국의 소비자역량지수’이다. SPSS를 통해 상관관계분석, 군집분석, 교차분석, 분산분석 및 다항로지스틱 분석을 실시한 주요 결과는 다음과 같다. 첫째, 금융역량 구성하는 요소인 금융지식, 태도, 실천역량 간의 상관관계는 모두 정적인 관계를 보여주고 있으나 태도-행동 간의 관계가 지식-행동 간의 관계보다 높다는 선행연구와는 달리 지식-태도, 태도-실천, 지식-실천 간의 관계 강도는 유사한 수준이다. 둘째, 금융지식, 태도, 실천역량에 근거하여 소비자는 네 집단으로 유형화되었다. 소비자는 지식, 태도, 실천 점수가 모두 높은 ‘고역량집단(33.9%)’, 금융실천과 태도 점수는 가장 높은 편이지만 지식 점수는 상대적으로 낮은 ‘지식부족-고실천-고태도집단(28.3%)’, 지식이나 태도 점수도 높은 편은 아니지만 실천 점수가 가장 낮은 ‘실천부족집단(20%)’과 금융지식, 태도, 실천 점수가 모두 낮은 ‘저역량집단(17.9%)’으로 유형화되었다. 셋째, 네 유형의 소비자집단의 사회인구학적 특징인 성별, 거주지역, 결혼상태, 교육수준, 직업, 가구원수 및 월평균 가구소득은 유의미하게 다른 분포를 보이고 있다. 넷째, 사회인구학적 변인이 ‘고역량집단’을 기준으로 ‘지식부족-고실천집단’, ‘실천부족집단’, ‘저역량집단’에 속할 가능성에 대해 유의미한 영향을 미치는지 다항로지스틱분석을 통하여 살펴본 결과, 결혼상태를 제외하고 성별, 연령, 거주지역, 교육수준, 직업, 가구원수 및 월평균 가구소득이 영향을 미치는 것으로 나타났다. This study examined the correlation between financial knowledge, financial attitude, and financial behavior competency, which are elements of financial competencies, and performed K-means cluster analysis using these as reference variables to categorize consumers. It also examined the differences in sociodemographic characteristics by consumer type and examined the influence of sociodemographic characteristics on the likelihood of belonging to each consumer type through multinomial logistic analysis. Using the ‘2022 Korean Consumer Empowerment Index’ surveyed by the Korea Consumer Agency targeting 4,000 adults nationwide, correlation analysis, cluster analysis, crosstab analysis, analysis of variance, and multinomial logistic analysis were conducted using SPSS. The main results are as follows. First, the correlations between financial knowledge, attitude and behavior competency, which are elements of financial competencies, all show a positive relationship, but unlike previous studies that show that the relationship between attitude and behavior is higher than the relationship between knowledge and behavior, the strength of the relationships between knowledge-attitude, attitude-behavior, and knowledge-behavior are similar. Second, consumers were categorized into four groups based on financial knowledge, attitude, and behavior competencies. Consumers were categorized into the ‘high-competency group (33.9%)’ with high knowledge, attitude, and behavior scores; the ‘knowledge-deficient-high- practice-high attitude group (28.3%)’ with high financial attitudes and behavior scores but relatively low knowledge scores; the ‘behavior-deficient group (20%)’ with neither high knowledge nor high attitude scores but the lowest behavior scores; and the ‘low-competency group (17.9%)’ with low financial knowledge, attitude, and behavior scores. Third, the sociodemographic characteristics of the four types of consumer groups, such as gender, residential area, marital status, education level, occupation, number of household members, and average monthly household income, showed significantly different distributions. Fourth, as a result of multinomial logistic analysis examining whether sociodemographic variables significantly affect the possibility of belonging to the ‘knowledge-deficient-high- practice-high attitude group,’ ‘behavior-deficient group,’ and ‘low-competency group’ based on the ‘high-competency group,’ it was found that, except for marital status, gender, age, residential area, education level, occupation, number of household members, and average monthly household income had significant effects.

글로벌 브랜드에서 소비자-브랜드 관계 변수들의 인과관계 및 조절변수들의 효과

김규배,김병구 한국유통과학회 2017 유통과학연구 Vol.15 No.2

Purpose – There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions – There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

소비자 시민성이 윤리적 기업태도, 윤리적 소비와 소비자 충성도에 미치는 영향

구혜경 공주대학교 KNU 기업경영연구소 2018 기업경영리뷰 Vol.9 No.3

The purpose of this study is to examine the effect of consumer citizenship on ethical corporate attitude, ethical consumption and consumer loyalty. To achieve this, data were collected from the students of university located in cheongju. The results of this study can be summarized as follows. Hypothesis were verified in the effects of consumer citizenship, ethical corporate attitude, consumer’s ethical consumption, and consumer loyalty. First, consumer citizenship had a positive effect on ethical corporate attitude and ethical consumption. And ethical corporate attitude and consumer’s ethical consumption had a positive effect on consumer loyalty. However, ethical corporate attitude had no significant effect on consumer loyalty. Based on these results, we recognized the importance of consumer citizenship as a consumer capability and suggested implications for enhancing ethical consumption of university students. It is recommended that future research identify more varied dimensions of consumer citizenship, which will allow for a broader perspective toward determinants of consumer citizenship 현대사회에서 바람직한 소비자역할에 관한 지표로 소비자 시민성을 보았으며, 소비자 시민성에 관한 기존의 연 구들은 환경이나 윤리의식 등의 차원을 제시하지 못하고 있는 한계점을 보완하기 위해 소비자 시민성을 소비윤리 의식과 소비자 참여행동으로 나누어 살펴보았다. 본 연구에서는 소비자 시민성이 윤리적 기업에 대한 태도, 윤리 적 소비와 소비자 충성도에 어떠한 영향을 미치는지를 파악하고자 한다. 이를 위해 대학생들을 대상으로 설문조 사를 실시하여 자료를 수집 및 분석하였다. 실증분석결과, 소비자 시민성은 윤리적 기업에 대한 태도와 윤리적 소 비에는 긍정적 영향을 미치는 것으로 나타났다. 윤리적 기업에 대한 태도와 윤리적 소비는 소비자의 충성도에 긍 정적인 영향을 미치는 것으로 나타났다. 그러나 윤리적 기업에 대한 태도는 윤리적 소비에는 통계적으로 유의한 영향을 미치지 못하는 것으로 나타났다. 이러한 결과를 바탕으로 소비자 역량으로서 소비자 시민성에 대한 중요성을 인식시키고 대학생 소비자의 윤리 적 소비 고양을 위한 시사점을 제안하였다. 향후 연구에서는 소비자 시민성의 다양한 차원에 대한 추가적 연구뿐 만 아니라 윤리적 소비에 대한 소비자 시민성의 실체적 접근이 필요할 것이다.

중국에서 외국산 유아식품의 구매의도에 관한 연구

무시원,윤기창 한국유통과학회 2017 유통과학연구 Vol.15 No.3

Purpose – The aims of this study are follows. We investigated to find out how country image and brand image affect the consumer perceived value, consumer attitude, and purchase intention of foreign infant foods in China. Especially, we focused on investigate for the moderating role of consumer knowledge between national image, brand image and consumer perceived value of foreign infant foods in China. Research design, data, and methodology – This study analyzed the effect of national image and brand image on purchase intention through consumer perceived value and consumer attitude. This study collected data for empirical analysis of Chinese consumers who have been purchase experience infant foods in China. 256 copies of questionnaire data were used for substantial analysis. Before testing the hypothesis, factor analysis was conducted to test the construct validity of measurement items. Hypotheses about effects between variables were verified using structural equation modeling analysis and hierarchical regression analysis. Results – First, the country image had a positive effect on consumer perceived value of foreign infant foods. Second, the brand image had a positive effect on consumer perceived value of foreign infant foods. Third, the consumer perceived value had a positive effect on consumer attitude. Fourth, the consumer attitude had a positive effect on purchase intention. Fifth, the consumer knowledge was moderating roles between brand image and consumer perceived value of foreign infant foods. However, the consumer knowledge did not effect of moderating between country image and perceived value of consumers. Conclusions – First, the impact of country image and brand image on consumer perceived value of foreign infant foods in China can be seen as a universal psychology of consumers who trust pure foreign products such as high quality, technology, etc. Second, consumer perceived value of foreign infant foods has a positive effect on consumer attitude, and this attitude is leading to purchase intention. Third, the consumer knowledge between brand image and perceived value acts as a moderating variable. It means that the consumer’s knowledge can shape the perception of the brand image more strongly.

A study on perceived advertising value and attitude toward mobile advertising : Focus on the effect of moderators

유문용(Wen Long Liu),장형유(Hyeong Yu Jang),조염(Yan Zhao),이한경(Han Kyoung Lee) 한국창업학회 2012 한국창업학회 Conferences Vol.2012 No.-

In order to perform mobile marketing activities more effectively, marketers and researchers pay more and more attention to mobile advertising which is considered to be an important marketing tool and continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising and their experience of using mobile advertisement for shopping.. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research : 1. How different are consumers perceived mobile advertising value according to company-factors or consumer-factors? 2. Does any company-factor or consumer-factor have a moderating effect between consumers perceived mobile advertising value and advertising attitude? According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer s perceived mobile advertising value positively. The result of hierarchical regression analysis reveals that, all of the moderator have moderating effect between perceived credibility and advertising attitude. Specially, among company-factors, incentive is the most attractive to consumers as expected. Prior permission is playing a role as always. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. On the other hand, the result shows that both of two consumer-factors have a significant moderating effect between consumers perceived credibility and advertising attitude. Consistent with common sense, the level of involvement and the using experience always lead people to evaluate some product or service differently.