RESEARCH ON DECISION-MAKING THEORY TO ESTIMATE THE EFFECTS OF SNS ON A RESEARCH

Akira Shimizu 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

A large body of recent research has established that word-of-mouth websites have a major impact on consumer purchases and that this trend is particularly prevalent among the young in Japan. However, prior research into consumer decision-making processes has mainly discussed the sequence of events leading up to purchase, and only a few studies have considered the generation of word-of-mouth communication. Moreover, in the empirical analyses of this research, data was mainly gathered by experiments, and a survey field to firmly gather data has not been developed. This research has two objectives: 1) To propose a new decision-making process that considers the generation of word-of-mouth communication and 2) to create and empirically demonstrate a field that can observe the generation of such communication. Specifically, the author presents a new model of the consumer decision-making process that is based on the AISAS model, a model of advertisement flow, and empirically exhibits a survey field that uses mobile phones. From the results of the analysis in this paper, the following findings were confirmed for the three consumer packaged goods (CPG) investigated: the actual existence of a decision-making process of word-of-mouth communication for the functional drink; in post-purchase behavior, a high percentage of consumers not only engage in word-of-mouth communication, but also view product official homepages; in the case of the line-extension product, while awareness is easy to obtain, only a small amount of word-of-mouth communication takes place on the Internet and even for a private-brand product, information can be spread widely by skillfully utilizing topics in the mass media. Theoretical Background Research into consumers’ decision-making processes can be broadly divided into two flows. The first is constructed from research into consumer behavior and the second from research into advertising messages. The differences between the two are that the former is advanced by investigators who are focused on attitude formation in the decision-making process, while the latter is developed by practitioners who concentrate on how information flows. The stimulation-response type and the information-processing type decision-making processes have been constructed by research into consumer behavior. In the stimulation-response type, it is thought that consumers are mobilized by external stimuli, such as advertisements, store promotions, and discounts, which ultimately cause them to make a purchase. The Howard-Sheth model that appeared in the 1960s is representative of this type, and it describes a decision-making processes that occurs when the product purchased is comparatively inexpensive and requires low participation. In contrast, the information-processing type is a decision-making process for a purchase in which the consumer actively collects information and decides on his or her attitude in achieve personal purchasing goals. It is represented by the Bettman model and describes actions taken when the product price is comparatively high and when risks exist at the time of purchase. Consumers are assumed to adopt either of these decision-making processes, depending on which is more appropriate for their particular situations, but both models mainly describe the process up to the time the purchase is made and hardly mention word-of-mouth communication after it. The area that has been being researched from the perspective of successfully communicating an advertising message to consumers has relied on the AIDMA (Attention, Interest, Desire, Memory, and Action) model that was published in 1956, which was based on the AID (Attention, Interest, and Desire) model, advocated in 1898. Searching for advertisement effects based on this flow is known to be useful in predicting consumer behavior and in corporate branding. It is widely used in the business world, since it can be usefully applied to actual businesses, but it involves hardly any empirical analysis and so is frequently used just as a concept. As described above, consumer decision-making processes have developed as two systems, but as is seen in the review, the conventional decision-making process barely touches on word-of-mouth effects after purchase. Incidentally, during the last few years in the area of advertising messages, models incorporating word-of-mouth communication after purchase have spread in Japan. A typical example is AISAS, which is an abbreviation of Attention about the product; Interest; Search, including on the Internet; Action, namely, the purchase; and Share, such as purchasers writing their impressions of the product on the Internet. Related research has established that those people who are aware of and interested in the product are more likely to listen to word-of-mouth communication and that some people tend to be more likely to listen to it than others. The SIPS model, which was developed from AISAS and assumes that word-of-mouth communication is the starting point for a purchase, is an abbreviation of Sympathize→Identify→Participate→Share & Spread. It is a model with a new paradigm in that rather than the mass media, the trigger for a purchase is word-of-mouth communication, such as a comment on Facebook. From the above, it is clear that a decision-making process for the Internet age that addresses the following points needs to be established: 1) Rather than the conventional one-way model that starts with awareness and ends with the purchase, it is necessary to consider the effects that the sharing of information after a purchase have on others who are searching for information; and 2) the decision-making process is not concluded solely within the individual, and it is necessary to consider the effects that individuals have on the market as a whole. However, in actual purchase scenes, if there are products that are bought through the proliferation of information via SNS, then, as before, there are still many purchases generated by promotions. In other words, it is thought that decision-making processes will vary according to differences in products and consumers and that these various processes coexist. Therefore, next, we will consider how these processes vary because of differences in products and consumers. Empirical Analysis For the analysis in this paper, Minrepo from Docomo Insight Marketing Inc. (DIM) was used. DIM is a joint venture between NTT Docomo Inc., which is the mobile phone company with the largest share of the Japanese market, and Intage Inc., which is Japan’s largest research company. DIM’s Minrepo is a survey and an experiment field for an SNS that uses smart phones and a mechanism by which information posted on the SNS can be confirmed. The Docomo smartphone users post reports with attached photographs of products, meals, and other items they have been used or consumed, in response to which other Docomo smartphone users click on buttons such as “Looks good” and “Wish.” Unlike Facebook, users connect loosely with people with whom they are not acquainted, and so, in actuality, its network structure is closer to that of Twitter or blogs. In addition to observing their actions, it also enables the participants to be surveyed. The current survey period was one month, July 2013, and 2,342 people participated in the survey (of whom, 1,140 were men and 1,202 were women), and a total of 19,196 reports were posted. These postings included reports on three product brands: A, a high-selling functional beverage; B, a line-extension ice bar; and C, a private-brand sweet roll. Brand A was surveyed twice via smartphone, at the beginning and at the end of the survey period. Results First, data were compiled on whether many routes existed for the decision-making processes. From these data, among the 374 people who bought brand A during the relevant period, it was found that 254 of them had some sort of awareness or interest in the product prior to their purchase, that 55 of them purchased it without thinking, and that 65 were aware of and interested in the product and had word-of-mouth communication about it prior to their purchases. Moreover, of these purchasers, 33 of them said word-of-mouth communication was the information that spurred their purchases. Many people were aware of and interested in the low-price beverage prior to their purchase of it, which might be because it is a functional beverage. The percentage of people who sent out word-of-mouth communication was slightly more than 15%, while marginally more than 10% of people were influenced by it, and it is thought that this demonstrates that it is meaningful to take word-of-mouth communication into account when considering decision-making. Next, the routes for the awareness of the three products and the consumers’ behavior after the purchase were investigated. Table 1 shows the results of this investigation. In terms of this characteristic, the awareness rate within the store was high for each of the products, but the awareness rate for brand A was often the result of the many TV commercials that were broadcast for it, while the awareness rate for brand B, which is a line-extension product, was significantly influenced by the parent brand. In contrast to these findings, the cognizance from SNS was high for brand C, and even though consumers were not subject to advertisements about it through the mass media; it was ascertained that this brand succeeded in earning awareness in stores and via SNS. Table 2 shows the consumers’ behavior after their purchases. From it, we see that much word-of-mouth communication was generated for each of the three brands, but compared to brands A and C, the volume of word-of-mouth communication generated on the Internet for brand B was extremely small. This is result is thought to reflect the fact that brand B is a brand-extension product, and so while awareness of it tends to be high, it lacks freshness to the extent that it becomes a topic on the Internet. In addition, for brand A, a large percentage of the people surveyed checked the product on the company site after their purchases of it. It is thought that this was to ascertain what was meant by it being described as functional. Finally, for brand A, the results of the surveys of the conditions before and after the experiment were compared, and the characteristics of those people who responded that they did not first send out word-of-mouth communication but did so after the experiment were investigated. From this investigation, it was ascertained that those who frequently use Twitter and Facebook and those who believe that other people expect them to be a source of information engage in word-of-mouth behavior. This shows that it is not only the product, but also the characteristics of the consumer that greatly influence word-of-mouth communication. Discussion From a review of prior research on consumers’ decision-making processes and on the flow of advertisements, this paper presents a consumer decision-making process that corresponds to the present age of a developed Internet environment. This process was confirmed with data obtained from a pseudo-Twitter world, via actual mobile phones. From this, the following findings were established: the existence of decision-making behaviors that generate word-of-mouth communication; the coexistence of conventional information-processing and stimulation-response processing, according to the product investigated; differences in behaviors for coming into contact with information prior to purchase and for transmitting and searching for information after purchase; and the greater likelihood that people who use Twitter and Facebook to engage in word-of-mouth communication.

유기농식품에 대한 소비자의 구매의도 영향요인 분석 계획적 행동이론을 중심으로

최화선,이광근 한국유통과학회 2012 유통과학연구 Vol.10 No.2

Well-being is a reflection of current sociocultural trends that focus on the quality of life based on economic growth. Furthermore, organic food is believed to help people maintain good health and therefore leads to increased consumption of organic foods. Therefore, consumer interest in organic food is increasing, causing its market to grow, and this trend will be maintained in the future. The abuse of agricultural pesticides, gene manipulation, and bovine spongiform encephalopathy has caused consumers to worry about food safety. The well-being trend has also contributed to consumers’ growing interest inorganic food and organic agricultural products. A consumer’s choice offood is a complex processes affected by various factors. In particular, organic food is considered an individualistic merit good, considering the consumers’ preferences related to certification policies. Therefore, various factors such as personal characteristics and sense of value could affect consumers’ decisions. This research focused on an analysis of the factors influencing consumers’ purchasing intention for organic food on the basis of an increase in organic food consumption. The research method was based on the theory of planned behavior (TPB). Factors such as consumer characteristics regarding food consumption, purchasing frequency, and other factors affecting purchasing intention were presented. The hypothesis was set using advanced research and stated that it is easier to forecast purchasing intentions by combining the theory of planned behavior and personal characteristics of consumer. The results show that two dimensions, attitude and perceived behavioral control, have statistically significant influence on the purchasing intention. It can be said that a positive attitude toward organic foods in particular increases the possibility of purchasing intention. In addition, consumers who consume more organic food products are more likely to have positive attitudes, and, in the past, purchasing frequency has positively influenced purchasing intention of organic foods. Consumers’negative feelings about the non-purchase of organic foods also showed a negative influence on purchasing intentions. In other words, even though consumers feel uncomfortable when not consuming organic food products, they do not try to purchase such products because of this feeling of discomfort. Furthermore, the subjective norm and the behavioral control of food-related involvement do not have a statistically significant influence on the purchasing intention or attitudes. This research verified the influence of factors related to purchasing intention. This study has several limitations: (1) even though consumers’ responses can change based on the type of food, the types of food were not classified in this study; (2) future studies are necessary to analyze the attitudes of consumers on the basis of their purchasing experiences with organic foods.

프랜차이즈이미지가 기업평판과 소비자구매행동 미치는 영향

박정열(Park Chung-Yeol) 한국물류학회 2018 물류학회지 Vol.28 No.1

최근 기업의 점포 확산의 일환으로 편의점, 베이커리, 커피, 일반식당에서도 다양한 형태로 프랜차이즈가 증가하고 있다. 또한 스마트폰과 컴퓨터의 발달과 더불어 SNS로 소비자의 구매행동도 변화하여 이것이 기업에 대한 이미지, 기업평판 등에 관여를 함으로써, 소비자 구매행동에도 큰 영향을 미치는 것으로 분석되었다. 이에 본 연구에서는 프랜차이즈를 대상으로 조직문화 이미지, 대표자이미지, 지각된 품질이 기업평판과 소비자 구매행동에 어떠한 영향을 미치는가를 분석한다. 이를 위해서 프랜차이즈를 이용하는 소비자를 대상으로 2017년 12월 1일부터 25일까지 소비자구매행동을 묻는 조사를 실시하였다. 조사한 설문은 최종 250부가 실증 분석에 사용되었다. 본 연구의 조사대상자는 성별은 남자 76.4%, 연령은 20대 50.8%, 직업은 서비스업 71.2%, 지역은 서울 46.8%, 월 외식비는 10만 원 이하 48.6%가 가장 높게 분석되었다. 이러한 프랜차이즈 구매자들을 대상으로 프랜차이즈 이미지와 기업평판을 물은 후 소비자 구매행동을 분석하였다. 첫째, 프랜차이즈 이미지 중 조직문화, 지각된 품질은 프랜차이즈의 기업평판에 영향을 주는 것으로 분석되었다. 그러나 대표자이미지는 기업평판에 영향을 주지 않는 것으로 분석되었다. 둘째, 프랜차이즈 이미지의 조직문화, 지각된 품질은 소비자 구매행동에 영향을 주는 것으로 분석되었다. 그러나 대표자이미지는 소비자 구매행동에 영향을 주지 않는 것으로 분석되었다. 셋째, 프랜차이즈 이미지에 의한 기업평판은 소비자 구매행동에 영향을 주는 것으로 분석되었다. 넷째, 프랜차이즈 이미지는 소비자 구매행동에 영향을 주는 데 있어서 기업평판의 매개 효과는 조직문화와 소비자 구매 행동 간에 완전 매개 효과를 주는 것으로 조사되었고, 대표자이미지와 소비자 구매행동 간에 부분 매개 효과를 주는 것으로 분석 되었다. 또한 지각된 품질과 소비자 구매행동 간에 부분 매개 효과를 주는 것으로 분석되었다. 이를 요약하면, 프랜차이즈 이미지의 조직문화와 대표자의 이미지는 기업평판과 소비자의 구매행동에 영향을 준다고 볼 수 있으며, 기업평판은 소비자 구매행동에 영향을 준다고 볼 수 있다. 이에 프랜차이즈 기업의 이미지와 기업평판은 서로 영향을 주고 매개작용을 하므로 기업평판에 대한 관리가 중요시 된다고 할 수 있다. In recent years, franchises have increased in various forms such as convenience stores, bakeries, coffee shops, and general restaurants as part of the proliferation of businesses. In addition, with the development of smart phones and computers, the purchasing behavior of consumers has also changed with SNS, which has shown to have a great influence on consumer purchasing behavior by engaging in corporate image and corporate reputation. This study analyzes the effect of organizational culture image, representative image, and perceived quality on corporate reputation and consumer purchase behavior in franchise. To do this, a survey on consumer purchasing behavior was conducted from December 1 to December 25, 2017 on the franchise consumers. The survey was used for the final 250 empirical analyzes. The subjects surveyed in this study is composed of 76.4% males, 50.8% of whom were in their 20’s, 71.2% are in services occupations, 46.8% are in monthly occupation in Seoul, and 48.6% spending less than 100,000 won on food expenses. After listening to franchise images and corporate reputation for these franchise buyers, consumer purchasing behavior was analyzed. First, it was found that the organizational culture and the perceived quality in the franchise image influence the reputation of the franchise enterprise. However, it turned out that the representative image does not affect the reputation of the company. Secondly, the organizational culture, perceived quality of the franchise image has been found to affect consumer purchasing behavior. However, it turned out that the representative image does not affect the purchasing behavior of consumers. Third, the reputation of companies by franchise images has been found to affect consumer purchasing behavior. The image of the agent affects the image of the agent and the purchase decision of the consumer. The image of the franchise, the image of the organization and the image of the company mean that the equality of the enterprise and the purchase behavior of the consumer affect the purchase behavior of the company. Moreover, The equal image management of companies is important for the image of the company and the equality of the company.

인터넷 쇼핑환경에서의 소비자 혼란과 쇼핑 피로감이 부정적 구매행동에 미치는 영향

김종욱 ( Jong-ouk Kim ) 복식문화학회 2021 服飾文化硏究 Vol.29 No.4

This study analyzed the effects of consumer confusion on shopping fatigue and negative purchasing behaviors in an internet shopping environment. Further, the effects of shopping fatigue on negative purchasing behaviors were analyzed. The survey was conducted among consumers in their 20s and 40s in the Seoul metropolitan area who had experience of purchasing fashion products through internet shopping. A total of 392 questionnaire were analysis, with frequency, reliability, factor, correlation, and regression analysis completed using the SPSS statistics program. The results of the study showed that consumer confusion and shopping fatigue in internet shopping environment affected negative purchasing behaviors. First, consumer confusion comprised overload confusion, similarity confusion, and ambiguity confusion. It was found that overload confusion and similarity confusion significantly affected shopping fatigue. Second, shopping fatigue significantly affected negative purchasing behaviors, and an increased level of shopping fatigue result in, increased purchase delay and non-purchase behavior. Third, consumer confusion (overload confusion, similarity confusion, ambiguity confusion) significantly affected purchase delay behavior, while similarity confusion and ambiguity confusion significantly affected non-purchasing behavior. These results will provide useful data for e-CRM and marketing directions of internet companies and will contribute to rational decision-making of internet consumers and improve the quality of consumer life.

온라인 쇼핑환경에서의 소비자 혼란과 피로감이 구매행동에 미치는 영향에 관한 연구: 구매성향과 친밀성의 조절효과

전성준,홍민희,이창관,강기두 한국생산성학회 2024 生産性論集 Vol.38 No.2

정보기술의 발달에 의해 기업들은 온·오프라인을 비롯한 다양한 채널에서 고객을 끌어들이기 위해 구매와 관련되어 수많은 정보들을 쏟아내고 있다. 특히 온라인 쇼핑몰의 환경에서 정보의 과잉, 메시지의 일관성 부족 등 이유로 소비자들이 혼란에 처하게 되는 상황은 더욱 도드라지게 된다. 결국 이러한 혼란은 소비자의 의사결정을 방해하게 되고 이는 최종적으로 기업성과의 저하로 이어지게 된다. 이에 본 연구에서는 온라인 쇼핑몰에서 소비자 혼란, 구매행동, 쇼핑피로와 친밀성, 구매성향 간의 관계에 대해 규명하여 온라인 쇼핑몰 내에서 소비자 혼란이 미치는 영향과 그것이 구매행동에 미치는 영향에 대해 살펴보았다. 온라인 쇼핑경험이 있는 참여자들을 대상으로 한 실증분석결과, 소비자 혼란이 쇼핑 피로감에 미치는 영향은 통계적으로 유의한 것으로 밝혀졌으며, 이어 쇼핑 피로감이 부정적 구매행동에 미치는 영향 역시 통계적으로 유의한것으로 나타났다. 또한 소비자 혼란과 쇼핑 피로감 간 관계에서 친밀성의 조절효과를 검증한 결과 친밀성의 조절효과는 통계적으로 유의한 것으로 나타났고 쇼핑 피로감과 구매행동 간 관계에서 구매성향의 조절효과는 통계적으로유의한 것으로 나타났다. 본 연구에서는 이러한 연구 결과를 바탕으로 실무적 및 학문적 시사점을 도출하였고 특히 실무적으로 기업이 본연구의 결과를 활용하여 온라인에서 소비자들의 혼란을 줄여줄 수 있는 방안을 모색할 수 있음을 제시하였다. 마지막으로 본 연구에서는 연구의 한계점을 제시하면서 추가적으로 살펴볼 수 있는 관련 변수와 함께 향후 연구를 위한몇 가지 제안을 제시하였다. Due to the development of information technology, companies are pouring out a lot of information related to purchases to attract customers through various channels, including online and offline. In particular, in the online shopping mall environment, situations in which consumers are confused due to excessive information and lack of consistency in messages become more prominent. Ultimately, this confusion interferes with consumers' decision-making, which ultimately leads to a decline in corporate performance. Accordingly, this study investigated the relationship between consumer confusion, purchasing behavior, shopping fatigue, intimacy, and purchasing propensity in online shopping malls, and examined the impact of consumer confusion in online shopping malls and its impact on purchasing behavior. As a result of an empirical analysis targeting participants with online shopping experience, the impact of consumer confusion on shopping fatigue was found to be statistically significant, and the impact of shopping fatigue on negative purchasing behavior was also found to be statistically significant. In addition, as a result of verifying the moderating effect of intimacy in the relationship between consumer confusion and shopping fatigue, the moderating effect of intimacy was found to be statistically significant, and the moderating effect of purchasing propensity in the relationship between shopping fatigue and purchasing behavior was found to be statistically significant. In this study, practical and academic implications were derived based on these research results, and in particular, it was suggested that companies can use the results of this study to find ways to reduce consumer confusion online. Lastly, this study presented limitations of the study, related variables that could be examined additionally, and several suggestions for future research.

소비자의 구매행동 특성, 의사결정장애, 소비자혼란이 신기술제품 구매실패감에 미치는 영향

허경옥(Kyungok Huh) 충북대학교 생활과학연구소 2023 생활과학연구논총 Vol.27 No.3

Background/Objectives: Purchasing a new technology product is more difficult or confusing for consumers than purchasing an existing product, and there is a high probability of feeling a sense of failure after purchase. Methods: this study investigated the factors influencing consumer decision-making disorder, consumer confusion, and a sense of failure after purchasing a new technology product using a regression analysis method. Second, four types of purchasing behavior characteristics of consumers were selected as independent variables, and consumer decision-making disability and consumer confusion variables were used as parameters to determine failure after purchasing new technology products. Results: The main results of this study are presented as follows. First, as a result of regression analysis, the level of decision- making disorder of consumers was found to be high when the level of household income was low and when there were children. Second, looking at the results of covariate structural analysis, trend-seeking and novelty-seeking tended to increase the level of deci sion-making disability, while planning-seeking and prudence-seeking tendencies lowered decision-making disabili ty. On the other hand, it was found that the pursuit of novelty and fashion increased the level of consumer confusion, while the pursuit of planning and prudence lowered the level of consumer confusion. Third, it was found that decision-making disability and consumer confusion increase the level of consumers' sense of failure after purchasing a new technology product. Conclusion/Implications: Summarizing the results so far, it can be said that increasing planning and prudence can reduce decision-making obstacles and consumer confusion, ultimately reducing failure after purchasing new technology products. Conversely, since the level of decision-making disorder and consumer confusion are positively affected by the fashion-seeking propensity, it is necessary to reduce the fashion-seeking propensity.

리빙제품디자인의 소비자 구매행태에 관한 연구 -지속가능한 소재를 중심으로-

엄경희,김수란 한국디자인문화학회 2018 한국디자인문화학회지 Vol.24 No.4

과거의 무자비한 개발로 인해 깨져버린 인간과 자연의 불균형 문제 해결과 사회적 가치를 포기하지 않으면서 현재와 미래를 동시에 생각하여 환경문제를 극복하자는 지속가능성이 대두되면서 이를 접목한 다양한 활동들이 나타나고 있다. 또한 최근 들어 1인당 국민 소득이 증가하면서 가구와 생활소품을 포함한 라이프스타일이 급성장 하여 이와 관련된 리빙제품들이 많은 인기를 끌고 있다. 이러한 트렌드를 반영하여 지속가능한소재를 활용한 리빙제품디자인 구매 시 소비자의 구매행태에 관한 연구가 필요하다고 생각된다. 따라서 본 연구는 지속가능한 소재를 중심으로 한리빙제품디자인의 이론적 고찰과 소비자 구매행태를분석함으로써 관련업계에 새로운 마케팅 전략 제시및 이를 통한 경제적 이윤 창출, 지속가능성을 접목한신 시장 창출을 위한 참고 자료를 제공하고자 하였다. 연구방법은 국내외 학술논문, 전문서적, 잡지, 관련기사와 뉴스, 인터넷 서칭 등을 통한 이론적 연구를하였다. 실증적 연구를 위해 온라인 설문조사를 실시하였으며 통계처리는 SPSS 20.0 프로그램을 사용하여교차분석을 하였다. 연구범위는 인구통계학적 특성을 통한 총 259명을대상으로 선행연구에서 분석한 내용을 참고하여 구매시 중요 고려요소, 구매장소, 구매횟수, 평균 구매금액등의 구매행태를 살펴보았다. 또한 구매 시 중요 고려요소 중 가장 높은 2개의 요소들을 선택한 응답자의인구통계학적 특성에 따른 구매행태를 파악하고자 하였다. 2018년10월15일부터 20일까지 전국 259명을 대상으로 조사 연구하여 얻은 결론은 다음과 같다. 첫째, 지속가능한 소재를 활용한 리빙제품디자인 구매 시 소비자의 구매행태는 구매 시 중요 고려요소중 기능성을 가장 많이 고려하며 국내 인터넷을 통해제품을 구매한다. 또한 10만원 미만의 평균 금액을 지출하여 연 0~2회 제품을 구입함을 알 수 있었다. 둘째, 중요 고려요소 중 가장 높은 수치를 차지했던 기능성 요소를 선택한 응답자의 구매행태를 살펴보면구매장소에서 주부를 제외한 모든 인구통계학적 특성이 전문매장, 할인매장, 국내인터넷에서 높은 수치를보였다. 최근 1년간 구매 횟수에 관한 분석 결과는 각각의 인구통계학적 특성 모두 0~2회와 3~4회가 높은 수치를 보였다. 1회 구매 시 평균금액에 관한 분석결과는 직업의 공무원과 판매/서비스직을 제외한 각각의 인구통계학적 특성 모두 10만원 미만, 10~20만원 미만이 높은 수치를 보였다. 셋째, 고려요소 중 두번째 높은 수치를 차지했던 디자인 요소를 선택한 응답자의 구매행태를 살펴보면 구매장소에서 공무원과주부를 제외한 모든 인구통계학적 특성이 백화점, 전문매장, 할인매장, 국내인터넷에서 높은 수치를 보였다. 최근 1년간 구매 횟수에 관한 분석 결과는 각각의인구통계학적 특성 모두 0~2회와 3~4회가 높은 수치를 보였다. 1회 구매 평균금액에 관한 분석 결과는각각의 인구통계학적 특성 모두 10만원 미만, 10~20 만원 미만이 높은 수치를 보였다. 따라서 실증적 분석 결과를 바탕으로 지속가능한소재를 활용한 리빙제품디자인에 대한 소비자 구매행태를 살펴 볼 수 있으며 이를 통해 본 논문이 향후고객과 기업의 요구를 충족시켜 줄 수 있는 자료로유용하게 활용될 것이라 사료된다. 또한 앞으로도 지속가능성과 리빙제품디자인 관련 연구가 지속적으로필요할 것으로 보인다. Recently, there have appeared a lot of activities which try to solve the problems of imbalance between human and nature caused by the human’s random and excessive development and overcome the environmental problems by thinking not only the present but also the future without giving up the social values as people put more emphasis on the sustainability. In addition, with the recent increase in the per-capita national income, the lifestyle including the furniture and living products gets more popular. Considering this trend, it is necessary to make a research on the consumer’s purchasing behavior when they purchase the living products design taking advantage of sustainable materials. So, this study focuses on the theories of the living products design using the sustainable materials and the analysis of the consumer’s purchasing behaviors, in oder to suggest new marketing strategy to the related industries and provide the data for the creation of new market taking into account the economic profit and sustainability. As for the study method, the study on theories were made though the domestic and foreign academic papers, books, journal, and related news articles and the document on the web. For the empirical research, the online survey was conducted and the data was cross tabulated using SPSS 20.0 program. The research was conducted to 259 people in consideration of demographical features. Considering the analysis of the prior documents and researches, the purchasing behaviors were studied including the critical considerations in purchasing, purchasing place, frequency of purchasing and average purchasing amount. In addition, the subjects who selected two elements which are the most ones among the critical consideration in purchasing were studied from the demographical features. The conclusions obtained from the study conducted on 259 subjects from Oct. 15, 2018 to Oct. 20, 2018 are as follows. First, when purchasing the living produce design using the sustainable materials, the consumers put priority on the functionality among the critical considerations and purchase it on the domestic web sites. In addition, they usually spend the average amount of less than 100,000 Won for each purchase and the frequency of purchasing was from 0 to 2 a year. Second, the subjects who selected the functionality which took up the highest vaue among the most considerations showed the purchasing behavior of putting priority on the specialty mall followed by discount mall and website as their place of purchasing for all people except the housewives with respect o the demographical features. The result of the frequency of purchasing for last 1 year was the highest with 0~2 times and 3~4 times in the demographical features. The result of the average purchasing amount for each purchases showed that the amount of less than 100,000 Won and the amount ranging from 100,000 to 200,000 Won got the highest values except the public servants and the sales/service workers. Third, the subjects who selected the design element which was the second largest value as the consideration showed in their purchasing behavior that they put priority on department store, specialty mall, discount mall and domestic websites with respect to the demographical features The result of analysis of the frequency of purchasing for last 1 year showed that the frequency of 0~2 and 3~4 were the most. The result of theanalysis of average purchasing amount for each purchase showed that the amount of less than 100,000 Won was the most, followed by the amount of 100,000 Won ~ 200,000 Won. Accordingly, it was possible from the empirical analysis result that the consumer’s purchasing behavior could be understood on the living product design using the sustainable materials. It is expected that this paper would be used as the data which could meet the demand of customers and companies in the future. In addition, the further studies on the sustainability and living product design are to be made on a continual basis.

소비자 특성과 소비자 신뢰가 친환경농산물의 구매의도에 미치는 영향 분석

김미송,최형규,김동환 한국유통과학회 2013 유통과학연구 Vol.11 No.1

Purpose – The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level,purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First,it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally,purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

여성소비자의 의복 구매행동에 관한 탐색적 연구

김민(Min Kim),윤천성(Chun-Sung Youn) 한국평생교육리더십학회 2022 평생교육리더십연구 Vol.9 No.2

본 연구는 여성소비자의 인구통계학적 특성인 연령, 거주지역, 직업, 교육수준, 소득수준등과 구매결정요인, 소비성향과 성격유형에 따라 선호하는 의복 구매행동에 차이가 있는지를규명하는데 목적이 있다. 논문의 연구방법은 학술연구정보서비스(RISS)를 통해 국내 발행된여성소비자 의류 구매행동에 관련된 논문을 검색하고 문헌 연구를 진행하였다. 여성소비자의 의류 구매행동에 관련된 선행 연구를 분석해 본 결과 구매성향이란 구매에관련된 활동, 흥미, 의견을 포함하는 생활양식이며, 사회, 경제, 여가선용과 관련된 복합적현상으로 구매을 보는 관점을 반영하는 구매 특성적 라이프스타일이라고 하며 충동적, 과시적, 합리적, 유행 지향적, 독자적 성향을 보이는 것으로 확인되었다. 구매 의사결정 과정은 조직의 목표를 달성을 위한 조직의 절차 및 단계를 거쳐 이루어지며 이러한 대안 중에의사결정을 하는 과정은 문제인식, 정보탐색, 구매 전 대안평가, 태도형성, 구매, 구매 후행동의 6단계를 거치는 것으로 나타났다. 여성소비자 의류제품 구매행동에 가격, 브랜드, 광고, 품질 등 구매결정 요인으로 확인됨에 따라, 이는 여성의류 구매를 하는 소비자에 대한 이해뿐만 아니라 실제적으로 마케팅및 홍보에 도움이 될 것으로 사료된다. This study can identify whether there is a difference in preferred clothing purchasing behavior according to purchasing decision factors, consumption propensity and personality type of female consumers. There are differences in preferred clothing purchasing behavior according to the demographic characteristics of female consumers such as age, residential area, occupation, education level, income level, purchasing decision factors, consumption propensity and personality type. As for the research method of the thesis, the research papers related to female consumer clothing purchasing behavior published in Korea were searched through the Academic Research Information Service (RISS) and literature research was conducted. As a result of analyzing previous studies related to clothing purchasing behavior of female consumers, purchasing propensity is a lifestyle that includes purchasingrelated activities, interests, and opinions, and is a complex phenomenon related to society, economy, and leisure use, which reflects the viewpoint of purchasing. It is referred to as a characteristic lifestyle, and it has been confirmed that it shows impulsive, ostentatious, rational, fashion-oriented, and independent tendencies. The purchase decision-making process is a process of making decisions among various alternatives that are generally made through certain procedures and steps in order to effectively achieve organizational goals. Problem recognition, information search, alternative evaluation before purchase, attitude formation, purchase, It was found that there are six stages of behavior after purchase. Purchasing decision factors such as price, brand, advertisement, quality, and personality type were identified as major factors in female consumers' apparel product purchase behavior, and this will be an opportunity to enhance understanding of consumers themselves and utilize them for marketing in practice.

확장된 계획행동이론을 적용한 외식 소비자의 구매행동 분석

진양호(Yang-ho Jin),안상훈(Sang-hoon An),김예영(Ye-young Kim) 한국관광연구학회 2016 관광연구저널 Vol.30 No.1

The purpose of this study was to explain purchasing behavior of consumers for environment friendly agricultural product. To do so, this study applied the theory of planned behavior(TPB) and included some additional factors such as food involvement, product knowledge besides attitude, subjective norm and perceived behavioral control. This investigation was performed with consumers who experienced purchasing environment friendly agricultural product and 237 papers of total 250 papers were used by actual analysis. I used SPSS WIN 18.0 statistical package program,and I used frequency analysis, factorial analysis, validity analysis, reliability analysis, regression analysis. Summary of this study is like this. First, I can find that attitude, perceived behavioral control, food involvement and product knowledge affect purchasing intention positively, and subjective norm doesn``t affect purchasing intention significantly.Second, I can find that attitude, perceived behavioral control and food involvement affect purchasing behavior positively, but, subjective norm and product knowledge doesn``t affect purchasing behavior significantly. Third, in the extended theory of planned behavior, the purchasing behavior was found to be significantly influenced by consumer``s purchasing intention for environment friendly agricultural product. Thus, some other factors related with personal characteristics should be included into the model to raise the explanatory power of consumer behavior.