친환경농산물 선택기준이 구매의도에 미치는 영향 : 소비자 태도와 신뢰의매개, 조절효과를 중심으로

김미송,김동환,이기황,윤명길 한국유통과학회 2013 유통과학연구 Vol.11 No.12

Purpose- This study investigated the effects of consumers'selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology- The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results- The study provided several theoretical implications:first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions- First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

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.

SNS특성이 공연예술소비자의 티켓구매의도에 미치는 영향 - 기술수용모델을 중심으로

정상현,이화형 한국문화경제학회 2023 문화경제연구 Vol.26 No.2

이 연구는 공연예술소비자의 SNS특성이 공연예술소비자의 티켓구매의도에 미치는영향 관계를 규명하여 공연예술 마케팅의 기초자료를 제시하는 데 연구의 목적이 있다. 연구 대상자는 SNS를 통해 공연예술 티켓을 구매한 경험이 있는 공연예술소비자로 선정하였고, 온라인 설문 플랫폼 Google docs를 이용하여 261부의 자료를 수집하였다. 실증 분석은 모두 유의수준 α=.05 에서 검증하였으며, 통계 처리는 SPSS 28.0 및 AMOS 28.0 프로그램을 사용하여 분석하였다. 실증 분석을 통해 도출한 결과는 다음과 같다. 첫째, SNS특성 중 상호작용성, 유희성, 관계성은 지각된 유용성에 정(+) 의 영향을 미치는 것으로 나타났으며, 실재감은 지각된 유용성에 영향을 미치지 않는것으로 나타났다. 둘째, SNS특성 중 상호작용성, 유희성은 지각된 용이성에 정(+)의영향을 미치는 것으로 나타났으나, 관계성, 실재감은 지각된 용이성에 영향을 미치지않는 것으로 나타났다. 셋째, 공연예술소비자의 지각된 용이성은 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 공연예술소비자의 지각된 유용성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 공연예술소비자의 지각된용이성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서, SNS특성의하위요인인 상호작용성, 유희성, 관계성을 강조하는 SNS를 기획·제작하여 공연예술소비자의 지각된 유용성과 지각된 용이성을 높임으로써 티켓구매의도에 긍정적인 영향을미치도록 해야 할 것이다. This study proposes a research model that investigates that influential relationship of the major variables set when searching for performing arts, including the characteristics of SNS, perceived usefulness, perceived ease of use, and ticket purchase intention. The subjects were performing arts consumers with experiences of purchasing a performing arts ticket via SNS. A total of 261 questionnaires were collected with the online survey platform Google Docs. The empirical analysis results were tested at the significance level of α=.05, and statistical treatments were analyzed with the SPSS 28.0 and AMOS 28.0 programs. The empirical analysis results led to the following findings: First, the study empirically analyzed the impact of SNS characteristics on searching for performance arts included interaction, playfulness, relationship, and reality on perceived usefulness, and found that interaction, playfulness, and relationship had significant positive (+) effects on perceived usefulness, and reality did not have any effect on it. Second, the study also empirically analyzed the effects of SNS characteristics on searching performing arts including interaction, playfulness, relationship, and reality on perceived ease of use, and found that interaction and playfulness had positive (+) effects on it with relationship and reality having no effects on it. Third, the study empirically analyzed the effects of perceived ease of use on perceived usefulness in performing arts consumers and found that the former had positive (+) effects on the latter. Fourth, the study empirically analyzed the effects of perceived usefulness on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Finally, the study empirically analyzed the effects of perceived ease of use on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Based on these findings, the study had the following discussions: First, one of the subfactors of SNS characteristics to search performing arts is interaction, which turned out to have the biggest effects on perceived usefulness. This raises a need to actively review performing arts marketing and emphasize interaction, which allows performing arts consumers to share and communicate various content among themselves via SNS to obtain performance information. Second, another subfactors of SNS characteristics to search performing arts is playfulness, which turned out to have the greatest influences on perceived ease of use. This raises a need to plan and develop performing arts promotions and content tjat gives performing arts consumers the feeling of fun, interest, and pleasure by using SNS in order to increase their perceived ease of use. Third, perceived ease of use had positive effects on perceived usefulness in performing arts consumers. It is thus necessary to do research on promotion and marketing strategies recognizable at a glance so that performing arts consumers can obtain information about performing arts and overcome their difficulties with SNS to increase their perceived usefulness. Fourth, perceived usefulness turned out to have positive impacts on the ticket purchase intention of performing arts consumers. These findings suggest that the field of performing arts should be active in developing marketing strategies to plan diverse events and promotions that provide performance information via SNS to consumers so that performing arts consumers will purchase more tickets. Finally, it was demonstrated that perceived ease of use had effects on the ticket purchase intention of performing arts consumers. It is thus needed to analyze the age groups of consumers and implement promotions targeting specific age groups to increase the ticket purchase of performing arts consumers. In short, this study promotes the understanding of performing arts consumers' behavior...

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.

소셜커머스를 통한 뷰티서비스 구매요인이 고객만족과 재구매 의도에 미치는 영향

홍수남 ( Soo-nam Hong ),이한주 ( Han-joo Lee ) 한국인터넷정보학회 2014 인터넷정보학회논문지 Vol.15 No.6

본 연구는 최근 인터넷과 스마트폰의 활성화로 인해 뷰티분야의 새로운 마케팅 수단으로 부각되고 있는 소셜커머스의 영향에 대한 실증이다. 연구대상은 스마트폰과 인터넷의 활용이 비교적 익숙한 수도권 거주의 20-30대 남녀로서, SNS를 통해 뷰티서비스를 구매할 때의 구매요인에 대해서 알아보고, 이러한 구매요인이 고객만족에 미치는 영향과 고객만족이 재구매에 미치는 영향, 구매요인이 고객만족을 매개변수로 하여 재구매 의도에 미치는 영향에 대해서 검증하였다. 구매요인의 타당성 검증으로 서비스, 가격, 상호작용, 편의성, 흥미의 5개의 하위요인으로 구분하였고, 고객만족과 재이용 의사는 각각 하나의 요인으로 구분하였다. 본 연구결과를 축약하면, 소셜커머스를 통한 뷰티서비스 구매요인으로서 고객만족에 영향을 미치는 것은 가격, 서비스, 편의성, 흥미와는 관련성이 있었지만 상호작용과는 관련성이 나타나지 않았다. 이는 소셜 이용자 간의 커뮤니티 활동이나 타인의 구매후기를 통해 소셜상품을 구매하기보다는 자기의 주관적인 사고방식과 견해에 의해 소셜상품을 구매한다는 것으로 추측된다. 구매요인에 따른 재구매 의도를 알아본 결과, 가격, 서비스, 편의성이 영향을 미치는 것으로 조사되었다. 구매의도는 만족한다는 긍정의 결과로서, 저렴한 가격, 서비스에 대한 만족도, 바쁜 현대인의 시간, 노력에 대한 편의성이 충족되어야 하므로, 단순한 흥미보다는 보다 체계적이고 전문적인 서비스에 대한 추후의 구매의도를 나타내는 것이며 흥미와는 관련성이 없었다. 또한 고객은 서비스에 만족할수록 재이용 의도는 높아지므로 차별화·전문화된 고객서비스, 트렌드를 반영한 마케팅이 구축되고 보강되어야 고객만족이 향상되어 지속적인 재구매 의도로 직결됨을 규명하였다. 따라서 뷰티산업에서도 소셜커머스를 통한 구매요인이 고객만족과 재구매의도에 정의 영향을 미치며, 고객만족은 구매요인과 재구매의도를 직간접적으로 영향을 미치고 있음도 확인하였다. 또한 구매요인의 하위요인 중 커뮤니티활동이나 댓글 등의 상호작용보다는 가격이나 서비스 혹은 편의성이 중요하다는 것을 확인하였다. 뷰티분야에서는 뷰티산업 및 퍼스널 샵의 매출상승과 지속적인 발전을 위해 현대의 새로운 소비층인 모바일 쇼핑객에 적합한 다양한 상품소싱 및 프로모션 등의 개발 및 강화에 주력하여 고객만족을 창출시켜야 할 것으로 판단된다. As the Internet and smartphones prevail, this study investigated the purchasing factors of a new beauty marketing method, the social commerce, and verified the relationship of such purchasing factors to consumer satisfaction and repurchasing intentions. In order to verify the validity of purchasing factors, five sub-factors, such as service, price, interaction, convenience, and interest were classified, while consumer satisfaction and repurchasing intentions are grouped into one factor, using data about 20-39 years old. According to results of this study, purchasing factors in the beauty service markets through social commerce that had effects on the consumer satisfaction were price, service, convenience, and interest, but no relationship was found with interaction. We can predict that consumers buy not based on community activities among buyers or purchasing comments of others, but rather his/her own subjective thoughts and opinions about the services. As the result of repurchasing intention according to purchasing factors, affecting sub-factors were price, service, and convenience. Repurchasing intention is an positive response that reflects satisfactions. Since low price, satisfaction on the service, and convenience for busy modern people should be met, repurchasing intentions are not affected by interest, but rather systematic and professional service. Also, higher satisfaction on service raises repurchasing intention. In this study, it is clear that not only purchasing factors through social-commerce effect the satisfaction and the repurchasing intention, but also consumer satisfaction mediates partly purchasing factors and the repurchasing intention. And as sub-factors of purchasing factors, price, service, or convenience are more important to the consumer satisfaction than community or replies activities. Thus differentiated and professional customer service, the establishment and enhancement of trendy marketing should improve long term repurchasing intentions. This will lead to the increasing revenue of personal-shop and the developments of beauty markets, so strengthening product sourcing and promotion suitable for mobile shoppers are essential.

소비자 유형에 기반한 전통문화상품디자인 평가 요소가 구매 의도에 미치는 영향 연구

황건총,조광수,김용구 한국기초조형학회 2023 기초조형학연구 Vol.24 No.4

Most of the research on the purchase intention of traditional cultural products is carried out at a single level. It is necessary to comprehensively analyze the relationship between evaluation and consumer types, consider consumers’ perspectives, and explore the influence of consumer evaluation on purchase intention. This study aims to analyze the influence of traditional cultural product evaluation with different design styles on consumers’ purchase intentions from the perspective of consumer types. Regarding research methods and contents, according to the survey results, consumers of traditional cultural products are divided into three types and set as research groups. The popular traditional cultural products in the world are classified from the design point of view and set as research objects. The evaluation elements of traditional cultural products are obtained. According to the purpose of the study, the research hypothesis is set, the results are analyzed by regression analysis, and the hypothesis is verified. The results of this study show that in the design products of ‘cultural element reuse’, decorative and symbolic elements positively impact the purchase intention of gift consumers. Cultural and symbolic factors positively impact the purchase intention of a memorial/collection. In the design products of ‘cultural element flattening’, decorative elements positively impact the purchase intention of gift consumers. Ease of use and practicality positively impact the purchase intention of commemorative/collectible consumers. However, inheritance has negative effects. In the design of products of ‘re-creation through new interpretation of cultural elements’, interactivity, resonance, and attraction positively impact the purchase intention of gift consumers. Interactivity also positively impacts the purchase intention of memorial/collection consumers. Culture, decoration and practicality have a positive impact on the purchasing intention of users.

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.

A Study on the Factors Affecting Chinese Consumers’ Purchase Intention on Korean Automobiles

이성준(Lee, Sung-Joon),완효문(Ruan Xiaowen) 한국물류학회 2012 물류학회지 Vol.22 No.4

중국은 빠른 경제성장과 함께 세계 최대 자동차시장으로 성장하여, 2010년도에는 1800만대가 생산 판매되었다. 한국자동차기업들은 2002년부터 중국시장에서 성공적인 자동차 판매를 기록하고 있으며 2011년도에는 한국자동차기업의 판매고는 6만대를 기록하였으며 2012년 9월 현재 전년도 대비 15%의 판매 증가율을 보였다. 이와 같이 2012년도 상반기에 중국에서 한국자동차 판매고가 급상승한 것은 영토 분쟁으로 중국인의 대 일본 감정이 악화되어 일본자동차 매출액이 전년 동기 대비 40% 감소한 것과도 무관하지 않다. 본고는 중국소비자들의 한국자동차 구매의도를 파악하고자 TRA이론에 입각한 원산지 국가이미지(COO image), 기업이미지(Corporate image), 소비자 애국심(consumer’ patriotism) 및 체면(face-saving)을 실증 조사하였다. 실증연구에서는 온라인으로 517명의 응답을 받았으며 AMOS18을 이용 통계적인 분석을 시행했다. 연구결과 중국소비자의 한국자동차 구매의도에서 원산지국가이미지와 기업이미지는 매우 긍정적인 영향을 미치고 있다 는 것이 확인되었으며, 중국소비자들의 구매태도에서 애국심은 그다지 부정적이지 않은 것으로 나타났다. 또한 중국인들의 체면의식은 한국산 자동차 구매의도에 크게 부정적 효과가 없는 것으로 밝혀졌다. 본 연구에서는 중국소비자의 새로운 3가지 소비자 특성을 파악할 수 있었다. 첫째, 중국소비자들은 소비행동에서 맹목적인 애국심보다는 합리성을 중요시한다. 즉 중국의 소비자들은 품질을 중시하기 때문에 중국산 자동차 브랜드보다 외국 브랜드를 선호하는 것으로 나타났다. 둘째, 중국소비자들은 전통적인 문화적 관습과 경제 증가로 자동차 구매에서 전형적인 체면을 중시하고 있는 것으로 나타났다. 셋째, 자동차 가격에 대한 인식은 중요하지 않은 것으로 나타났다 이는 중국소비자들이 체면을 중시하는 것과 함께, 꾸준한 경제력 증대 및 저가격 제품은 저급품질일 수 있다는 우려에서 비롯된 것으로 보인다. 본고는 한국자동차 기업들의 중국 마케팅 전략 수립에서 중국 자동차 시장을 이해하고 나아가 중국소비자들의 구매태도와 구매의도를 파악하는데 중요한 정보를 제공 할 것으로 기대한다. With fast development of China economy, China has been the world largest automobiles market. Both automobiles manufactures and sales have reached 18 million units since 2010. Korean automobile corporations have gained amazing success in China market since 2002. The sales of automobiles have reached 1.2 million units in 2011 which helped Korean automobiles rank NO.3 in China automobile market. In the first half year of 2012, Korean automobile corporations almost accomplished the target and the total sales reached 600,000 units or so. In Sep. 2012, the sales of Korean automobiles increased 15% comparing to last year; on the contrary, the sales of Japanese automobiles collapsed dropped 40% in Sep. comparing to 2011 due to the conflict on "Diaoyu Island" incident between China and Japan which caused Chinese consumers’ anti-Japan emotion and patriotism who are unwilling to purchase Japanese automobiles and transfer to other brands including Korean brands. This study investigates the Chinese consumers’ purchase intention on Korean automobiles. Therefore this study employed TRA theory to construct the research model which examined the effect of the factors of country-of-origin image(COO image), corporate image, consumers’ patriotism and face-saving on Chinese consumers’ brand attitude and purchase intention. There were 517 respondents attended the survey which was investigated through online questionnaires. The data was gathered online and analyzed with AMOS 18 eventually. The results of this study indicated that COO image and corporate image had positive impacts on Chinese consumers’ attitude to Korean automobiles; Chinese consumers’ patriotism factor did not have strong negative impact on their brand attitude to Korean automobiles. Face-saving was proved to play a significant effect on Chinese consumes negative purchase intention of Korean automobiles. The moderator of price consciousness was proved insignificant to influence Chinese brand attitude and purchase intention. This study had three new findings on Chinese consumers. Firstly, as far as the factor of consumer patriotism, Chinese consumers were proved to be more rational rather than blind patriotism. Chinese patriotic consumers still purchase foreign brands because they have better quality. Secondly, the Chinese consumers face-saving did have strong impact on their purchase preferences due to their traditional culture origin and continual growth of economic power. Thirdly, the factor of price consciousness did not impact their choice of automobiles because of Chinese consumers’ face-saving consideration, continual growth of economic power and their potential consciousness of low price equaling to low quality worries. This study enriched the literatures on China automobile market which can provide useful information for Korean automobile corporations to know about China automobile market and Chinese customers. At the same time, the study focused on the factors affecting Chinese consumers’ purchase intention which also provided useful information for Korean government, Korean automobilecorporations to enhance their competitiveness and gain success in China market in future in the future.

브랜드 커뮤니케이션이 소비자 구매의도에 미치는 영향: 브랜드 친숙도의 조절적 역할을 중심으로

( Chen Zhijia ),김문홍 ( Kim Moon-hong ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.5

Purpose: This study examines the factors that will affect the customer purchase intention which play an important role in the consumption and marketing management. Therefore, further investigation in this study to determine which factors will affect and how to affect consumer purchase intention has significant meaning. Research design, data, and methodology: In this paper, we chose 318 consumers as the research object, examine the influence between brand communication and consumer purchase intention on the real brand - Huawei, and also based on the theory of brand related and social exchange, this study has researched the transfer mechanism between brand communication and consumer purchase intention, as well as the regulating mechanism of consumer brand familiarity. Results: The results show that the brand communication has significantly positive effect on consumer purchase intention; Consumer brand trust has mediating effect between brand communication and consumer purchase intention; Consumer brand familiarity has regulating effect between brand communication and brand trust; Consumer with high brand familiarity, consumer brand trust has stronger mediating effect between brand communication and purchase intention. Conclusions: This study confirmed that the brand communication has significantly positive effect on consumer purchase intention; Based on the view of brand communication, firstly, expand our understanding of how brand communication can affect consumer purchase intention; secondly, explore the intermediary effect of brand trust between brand communication and purchase intention; thirdly, it analyzes the regulating effect of brand familiarity among brand communication and brand trust; and finally, brand familiarity will enhance the mediating effect of consumer trust between brand communication and purchase intention. These research findings will develop and improve the relevant theories of personal consumption and consumption management.

가격을 분할할 것인가? 통합할 것인가? : 부가가격의 수, 판매자 신뢰성, 인지욕구가 소비자 구매의도에 미치는 영향

박소진,김은정 한국전략마케팅학회 2013 마케팅논집 Vol.21 No.1

본 연구는 분할가격전략에서 부가가격의 수, 판매자의 신뢰성, 소비자 인지욕구가 구매의도에 어떠한 영향을 미치는지에 대해 실증하였다. 본 연구는 자동차수리 서비스업체의 서비스 가격을 세 가지 유형(통합가격, 기본가격과 부가가격 1개, 그리고 기본가격과 부가가격 3개)으로 제시하고, 부가가격의 수에 따라 소비자의 구매의도가 달라지는지를 살펴보았다. 판매자의 신뢰성은 고/저로 시나리오를 조작하였고, 소비자의 인지욕구 수준에 따라 고/저로 집단을 구분하였다. 본 연구는 이 세 가지 요인들이 소비자의 구매의도에 미치는 상호작용효과를 중심으로 탐구하였다. 본 연구결과, 판매자의 신뢰성이 낮거나 소비자의 인지욕구가 낮을 때 부가가격의 수가 너무 많으면, 오히려 통합가격을 제시했을 때보다 구매의도가 크게 낮아졌다. 또한 부가가격의 수, 소비자의 인지욕구, 판매자의 신뢰성의 3원 상호작용 효과를 발견하였다. 인지욕구가 낮은 집단은 판매자의 신뢰성 수준과 관계없이 부가가격의 수가 1개일 때 구매의도가 제일 높게 나타났고, 그 다음 통합, 부가가격 3개 순으로 나타났다. 즉, 부가가격의 수가 3개일 때는 오히려 통합가격보다 구매의도가 크게 낮아졌다. 그러나 인지욕구가 높은 집단은 판매자의 신뢰성 수준에 따라 다른 반응을 보였는데, 판매자의 신뢰성 수준이 높으면 부가가격의 수가 많을수록 구매의도가 증가하였으나, 판매자의 신뢰성 수준이 낮으면 부가가격의 수가 많을수록 구매의도가 감소였다. 이러한 연구결과는 분할가격제시가 항상 통합가격제시보다 긍정적인 효과가 있는 것은 아니며, 판매자의 신뢰성과 소비자의 인지욕구 수준을 고려하여 분할가격정책을 사용해야함을 시사한다. This study investigated effects of the number of surcharges, the seller’s trustworthiness and consumers' need for cognition on consumers’ purchase intention in partitioned pricing strategy. This study presented three types of price presentation (integrated price, base price and one surcharge, base price and three surcharges) and observed how consumers’ purchase intention varied according to the level of seller’s trustworthiness and consumers' need for cognition in case of automobile repair service. This research found two significant 2-way interaction effects. When the level of seller’s trustworthiness was low, presenting too much number of surcharges reduced consumers’ purchase intention significantly, and so consumers’ purchase intention in the three surcharge condition was even lower than in the integrated price condition. In addition, when the level of consumers' need for cognition was low, the result showed similar pattern to the seller’s trustworthiness case. This research also found a significant 3-way interaction effect of the number of surcharges, the seller’s trustworthiness and consumers' need for cognition on consumers’ purchase intention. Consumers’ purchase intention of low cognition group was the highest in one surcharge condition, followed by integrated price and three surcharge condition regardless of the level of seller’s trustworthiness. High cognition group showed different responses depending on the level of the seller's trustworthiness. When the seller's trustworthiness was high, consumers’ purchase intention of high cognition group increased linearly with the number of surcharges. However, when the seller's trustworthiness was low, consumers’ purchase intention of high cognition group decreased with the number of surcharges