THE ROLE OF CULTURAL VALUES IN GREEN PURCHASING BEHAVIOUR: EMPIRICAL EVIDENCE FROM CHINESE CONSUMERS

Siyu Gong,Guanghua Sheng,Fang Xie 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Environmental issues, especially water and air pollution, are harmful results from an overconsumption of fossil fuels as well as various industrial sewage water discharge. Nowadays, environment friendly purchasing behaviour of consumers has been regarded as an effective method for alleviating environmental problems. Due to concerns about the natural environment, consumers show favourable attitude towards environment friendly products, and as a result, are more likely to purchase green products. However, consumers’ green purchasing behaviour varies across nations and cultures. This study aims to reveal how the endorsement of cultural values influences the green purchasing behaviour of Chinese consumers. As consumers’ lifestyle is deeply rooted in culture values, this study examines the mediating effects of four different dimensions of lifestyle. Meanwhile, environmental knowledge is considered as a moderating variable in order to investigate the relationship between cultural values and green purchasing intention. Data is collected from Chinese consumers. Empirical results reveal that the Chinese cultural values (specifically, the Doctrine of the Mean) is positively associated with green purchasing intention, while leadership and development consciousness play mediating roles. The moderating effects of environmental knowledge are found in the influence of leadership as well as development consciousness on green purchasing intention. The findings of this study have academic contributions and practical implications. Manufacturers and retailers can effectively adapt marketing strategies to cultural peculiarities to increase profitability and competitiveness.

막걸리 특성이 소비자 인식 및 구매행동에 미치는 영향에 관한 연구

김충환(Kim Chung Hwan),이동준(Lee Dong Jun),전진화(Jun Jin Hwa) 한국식공간학회 2013 식공간연구 Vol.8 No.1

Rice wine which is popular among ordinary people and has the longest history is representative and traditional wine in Korea. As customers decide to purchase the products they want to buy, wine companies need to find a way to let customers recognize their brand. This study will research customers’ brand recognition and their purchasing behavior and empirically verify the influences from rice wines’ features on customers. To achieve objectives of this study, we set up theoretical basis by using thesis, company publications and other publications related and conducted actual survey on 280 selected customers who drink rice wine at rice wine shop in Insadong area by documented questionnaires. The results of this study are as follows. First, the taste of each selected rice wine has significant influence on customers’ brand recognition. Price and packaging design can have partial influence. Second, the taste of each selected rice wine also has significant influence on customers’ purchasing behaviour. The ingredients of rice wine can have influence on the purchasing behaviour. Third, brand recognition has meaningful influence on customers’ purchasing behaviour. According to this study, rice wine makers need to set up various marketing strategies to increase brand recognition and promote customer purchasing behaviour with rice wines’ features considered. Finally, to make new rice wine demands not only in the domestic market but abroad, rice wine makers need to make more and constant efforts in both marketing and research and development.

미국과 중국 간 정치적 마찰이 중국인의 미국 제품 구매거부에 미치는 영향

신선애,이진권 한국자료분석학회 2018 Journal of the Korean Data Analysis Society Vol.20 No.3

In this study, we investigate the effect of a political conflict between U.S. and China around the trade disputes on young Chinese consumers’ purchasing behaviour of U.S. clothes and cosmetics. We find from a difference-in-difference (DID) analysis of their responses on actual consumption behaviour before and after the political conflict that the political conflict has significantly reduced the purchase of U.S. clothes and cosmetics even when the effect of the direct intervention of China government is controlled. This means that young Chinese are voluntarily willing to reduce consumption of U.S. commodities when China faces a political conflict with U.S. The results of this study could provide basic information on which one can build a way to minimize such a negative economic effect of political conflicts with China. Moreover, this study contributes to the literature in that the effect of political conflict has been investigated and confirmed with the reported actual purchasing behaviour data rather than purchasing intention data that most previous studies adopted, and with important factors affecting the behaviour (e.g., government intervention) being controlled. 본 연구에서는 중국의 젊은층 소비자를 대상으로 미국 의류-화장품 및 맥도날드 소비행위에 대한 설문조사 결과를 활용하여 미중 간의 무역정책 관련 정치적 갈등이 미국 제품 소비에 미치는 효과를 이중차이(difference-in-difference: DID) 방법을 통해 분석함으로써, 정치적 이슈가 중국 소비자의 미국 상품에 대한 구매거부 (boycott) 행위에 미치는 효과를 분석한다. 분석 결과 미중 간의 무역마찰은 중국의 젊은층 소비자들의 미국 의류-화장품 및 맥도날드에 대한 소비를 감소시키는 경향이 있음을 확인할 수 있었다. 또한 이러한 미국제품에 대한 소비감소는 단순히 중국 정부의 직간접적 소비규제에 의해서만이 아니라 자발적으로도 이루어지고 있다는 점도 확인할 수 있었다. 특히 미중 무역마찰이 전반적으로 맥도날드 구매횟수를 유의하게 감소시키지는 않지만 평소 미국에 적대감이 강했던 집단에 대해서는 평균구매금액을 감소시켜 미국 대표브랜드로서의 영향과 글로벌 브랜드로서의 영향이라는 이중성을 가지고 있는 것으로 나타났다. 본 연구의 결과들은 중국과의 정치적 갈등에 직면했을 때 대처할 방안을 제시할 수 있는 기초 자료를 제공한다는 점에서 그 의의가 있다. 무엇보다도 실제 소비행위와 관련한 응답자료를 통해 DID 분석을 수행함으로써 단순히 구매의도만을 활용하여 정치적 갈등의 구매거부 효과를 분석한 선행연구들 및 실제 거래자료만을 활용하여 분석한 선행연구들이 가지고 있는 정부 개입 효과 분리의 한계를 극복했다는 점에서도 그 학술적 기여를 찾아 볼 수 있겠다.

스포츠용품 인터넷쇼핑몰의 e-서비스품질과 구매만족 및 구매행동의 구조적 관계

김보겸(Kim, Bo-Kyoum) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.2

The purpose of this study is to find out the structural relationship between e-service quality of sports goods, satisfaction, and purchasing behaviour. To test this 311 students from Universities located in Suwon and Yongin province. Survey data were collected through survey questionnaires and were analyzed with SPSS 18.0, and Amos 18.0 programs. The results of this study based on above methods and procedures were as followings. First, internet shopping mall e-service quality had significant effect on satisfaction. Second, internet shopping mall e-service quality had significant effect on purchasing behaviour. Third, satisfaction had significant effect on purchasing.

Understanding the purchase behaviour of small car users using means and end chain theory

Sanjiv Mittal,Sushma Muralie 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.4

Small cars represent a fast growing segment of the passenger vehicle market in developing countries such as India. Yet very little information is available on the purchase behaviour of customers in this segment. This qualitative research uses the means and end chain theory and corresponding laddering interviewing technique to establish links between the attributes, the consequences derived from these attributes and personal values in consumer purchases of small cars. This complex set of links,which represents cognitive structures, provides meaningful inputs on purchase behaviour. The 14 personal values identified in this research guide small car purchasers’ choices. The results of this research can be used in promotion and marketing positioning for small cars.

베트남 소비자의 모바일 해외직구 이용행태에 관한 실증연구 : 통합기술수용모델과 플로우 이론을 바탕으로

김원범 ( Kim Won Beom ),김홍기 ( Kim Hong Gi ) 한국유통경영학회(구 한국유통정보학회) 2018 유통경영학회지 Vol.21 No.2

본 연구의 목적은 해외 쇼핑몰을 이용하는 베트남 소비자의 모바일 해외직구 사용에 영향을 미치는 요인을 분석하는데에 있다. 연구 방법은 플로우이론과 통합기술수용모델을 기반으로 하여 다음과 같은 단계로 진행하였다. 첫째, 기존 연구를 통해 모바일 해외직구 이용에 영향을 미치는 주요 요인의 적용이 가능한 모델을 선정한다. 둘째, 해외직구를 이용하는 베트남 소비자를 대상으로 조사를 실행하여 연구모형을 구축한다. 셋째, 베트남 소비자를 대상으로 설문지를 이용하여 자료를 수집한다. 마지막으로, 통계분석을 통하여 모형을 검증하고, 검증결과를 제공한다. 본 연구의 결과는 다음과 같다. 국내 쇼핑몰은 베트남 소비자들이 해외직구쇼핑몰에 대한 긍정적인 이용행태를 형성할 수 있는 방안 마련이 시급하다. 제품정보 탐색에서부터 결제, 배송 등 각 단계별로 구매자들이 조회할 수 있는 시스템을 구축하여 쉽고 안전한 이용뿐만 아니라 판매제품에 대한 다양하고 차별화된 서비스 제공이 필요하다. 또한, 베트남 소비자들이 안심하고 국내 쇼핑몰을 이용할 수 있도록 소비자 갈등 및 불만에 대한 해결 시스템이 원활하게 구축될 수 있도록 기업차원에서의 대응방안 마련이 필요하다. The purpose of this study is to analyze the factors affecting the usage patterns of overseas cross border purchase using mobile for Vietnamese consumers who use overseas shopping mall. The research method was based on Flow Theory and UTAUT Model. First, through the existing research, we select the models that can apply the major factors affecting the use of cross border purchase on the mobile. Second, research is conducted on Vietnamese consumers who use overseas shopping mall to construct a research model. Third, data are collected using questionnaires for Vietnamese consumers. Finally, the model will be verified through statistical analysis and conclusions and implications will be provided based on the verification results. The results of this study are as follows. Shopping malls in Korea should be prepared quickly so that Vietnamese consumers can positively use them for foreign direct shopping malls. From the search product information to purchasing system by each step such as payment system and delivery process after purchasing, various and different efforts for sales products as well as easy and safe use are needed. In addition countermeasures should be prepared at the enterprise level so that a settlement system for consumer conflicts and dissatisfaction can be smoothly established so that Vietnamese consumers can use Korean shopping malls with mobile cross border purchase.

아이돌 스타에 대한 모방행동이 화장품 구매에 미치는 효과

손혜영,김선형 한국인체미용예술학회 2014 한국인체미용예술학회지 Vol.15 No.1

This study has attempted to understand the cosmetics consumption culture among women and suggests useful data for the segmentation of cosmetics markets and sales promotion after investigating cosmetics consumption patterns among women and analyzing the effect of their imitation of pop idols on cosmetics consumption patterns. A questionnaire survey was used with 200 survey subjects (women aged 20-39) via a mobile application.The collected data were analyzed using SPSS. The following results were obtained: The results of this study, Behavioral imitation of idol, the higher the used cosmetics than the launch of new products, impulsive, fashion, on the recommendation of Outsider, skin problems, and others have increased the probability of purchase. And cosmetics retailer, rather than the hospital/ pharmacy, the Internet has increased chances to buy cosmetics at the mall. Outsider information about cosmetics than family and cosmetic stores, through the mass media were more likely to obtain information, Ingredients rather than brand, price, around solicitation, and other cosmetics, etc. were higher chance of living. This shows that imitating pop idols had a statistically significant effect on makeup patterns. Based on the results above, it’s been shown that imitating pop idols had a significant effect on cosmetics purchasing behavior among women and that women seek to imitate pop idols through these kinds of cosmetics purchasing patterns.

상업스포츠시설 종업원의 고객접점서비스가 고객의 구매행동에 미치는 영향

이우재 ( Woo-jae Lee ) 한국고등직업교육학회 2008 한국고등직업교육학회논문집 Vol.9 No.4

The purpose of this study was to provide a fundamental and a practical data for establishing an effective commercial sports facility management strategy by analyzing the effect of commercial sports facility employee's encounter service on customer's purchasing behaviour. For collecting samples, target was selected by commercial sports center members who have used at 8 different sports centers at Incheon. Total 560 surveys were distributed and 552 samples were collected. After eliminating 33 inappropriate questionnaires total 519(94.0%) samples were finally analyzed by using convenient sampling method. The alpha coefficient was ranged from .948 to .920 so it's reliable. This study was analyzed by conducting factor analysis, descriptive analysis, independent t-test, one-way ANOVA, pearson product momnet coefficient and multiple regression analysis through SPSS 14.0 version. The results were as follows: First, there were differences at satisfaction about encounter service according to demographic variables. Second, encounter service had influence on purchase behaviour.

실과 의생활영역을 중심으로 한 소비자교육프로그램개발

이윤정 한국실과교육학회 2014 한국실과교육학회지 Vol.27 No.2

This research aims to develop consumer program in Practical Arts Course in order to have elementary school children grow to sound consumers of clothing and textile. Based upon literature survey and development method, this research is to explore theory on consumer education for elementary school at first, to identify component of contents for consumer education in the part of clothing life of the 2011 revised curriculum, and last but not the least to develop a curriculum of consumer education in the area for the 5th and the 6th grade children. More specific outcomes of this research is as follows. First of all, curriculum review show that clothing in the practical art appear to be well balanced in terms of distribution of consumer education component despite a little difference among chapters in the area. For example, the chapter of 'healthy and safe clothing' has much to do with 'education of rational purchase' whereas 'self-managing clothes' and 'developing living goods for environment and sharing' with 'value system education', however 'making a lug for life' focuses on production mdore than consumption. Second, I develop a program of consumer education in the clothing area by listing up course topics, determining corresponding learning goals and learning contents, introducing teaching and learning method, and suggesting evaluation tools. Subjects of consumer education are nine-fold; 1. Smart consumers (purchase of clothes for healthy and safe life) 2. Consumer behavior with respect to clothes in various environment of purchase, 3. eco-friendly consumption habit of clothes in my closet, 4. Practice of consumption to reduce non-durable items of clothing, 5. Clothing life with little unsatisfaction, 6. making green items of clothes, 7. understanding of ethical production and consumption of clothes, 8. value-sharing of slef-made clothing items, 9. flea market play: Anabada movement. This consumer education program is expected to play an important role to fill the gap between what is to be done and what is going on in the current clothing area following educational requirement, in spite of over-emphasis of consumer ethics and environmental protection. Further research may include verification of education effect of this program, development of more detailed contents and course guide, as well as their execution. 본 연구는 실과 의생활영역에서 소비자교육프로그램을 개발하여 아동들이 건전한 의생활 소비자로서 성장하는데 목적을 두고 실시하였다. 연구방법은 문헌연구과 개발연구이며, 연구절차는 학교소비자교육과 아동들의 의복구매행동에 대한 이론탐색, 2011 개정교육과정 의생활교육내용에서 소비자교육내용요소 추출, 초등학교 5,6학년을 대상으로 한 의생활영역 중심의 소비자교육프로그램 개발로 진행되었다. 첫째, 실과 의생활영역에서 소비자교육내용요소는 비교적 고르게 분포되어 있었으나, 중단원 특성에 따라 소비자교육내용요소에 차이가 있었다. 단원에 따른 소비자교육내용요소는 ‘건강하고 안전한 옷차림’ 단원에서는 ‘합리적 구매교육’에 관한 내용요소가 관련이 많았고, ‘스스로 하는 옷 관리’단원과 ‘환경과 나눔의 생활용품 만들기’단원에서는 ‘가치관 교육’에 관한 내용요소와 관련이 많았다. ‘생활 속 헝겊 만들기’단원은 만들기 활동이 중심이므로, 소비자교육내용과는 비교적 관련이 적었다. 둘째, 실과 의생활영역에서의 소비자교육프로그램개발은 수업 주제를 선정한 후, 주제별 수업목표와 학습내용, 교수ˑ학습방법 및 평가방법을 개발하였다. 소비자교육프로그램의 목표는 의생활의 구매와 소비활동을 통해 의생활소비자로서의 역할과 권리 및 책임을 알고 합리적이고 윤리적인 소비활동 및 환경보존을 실천하는 태도를 기르는데 목표가 있다. 프로그램 개발방향은 교육과정상에서 소비자교육내용요소가 골고루 반영되도록 개발하였으며, 프로그램의 수준은 5,6학년의 수준이며, 실과 의생활영역의 4개의 중단원의 특성에 따라 총 9개 주제로 구성하였다. 소비자교육프로그램 주제는 ‘스마트 소비자: 건강하고 안전한 생활을 위한 옷의 구매’, ‘다양한 구매 환경에서의 의생활용품 소비행동’, ‘나의 옷장 속 환경 친화적 의생활소비습관’, ‘일회용 의생활용을 줄이는 소비 실천’, ‘불만제로 의생활’, ‘녹색 의생활용품을 만들기’, ‘윤리적 의류생산과 소비의 이해’, ‘스스로 만든 의생활용품의 가치와 나눔’, ‘벼룩시장 놀이: 아나바다운동’ 이다. 본 연구에서 개발된 의생활영역 중심의 소비자교육프로그램은 최근 환경교육의 중요성이 강조되고, 의생활교육과정의 특성 때문에 소비자교육내용요소 중 가치관 교육인 소비자윤리와 환경보호의 내용이 강조되어 다소 아쉬운 점이 있으나, 현행 교육과정상 의생활영역에서 부족한 소비자교육에 대한 개선 방안을 제시하였다는 점에서 의의가 있다. 추후 프로그램효과를 검증하기 위해 교수·학습과정안, 수업자료 등을 개발하여 학교 현장에 적용해보는 지속적인 연구가 이루어지기를 제안한다.

뷰티샵 온라인 예약 동기와 예약시스템 편의성이 고객 구전행동에 미치는 영향 - 네이버예약과 카카오예약을 중심으로 -

김파라,황진숙 중소기업융합학회 2020 융합정보논문지 Vol.10 No.4

본 연구의 목적은 온라인 예약 동기가 예약 시스템의 편의성에 미치는 영향을 살펴보고, 예약시스템 편의성이 소비자들의 만족도에 미치는 영향을 알아보며, 만족도가 구전행동에 미치는 영향을 알아보는 것이다. 요인분석 결과, 온라인 예약 동기는 기분 전환형, 서비스 중요형, 충동 예약형으로 구분되었으며, 온라인 예약의 편의성에는 의사결 정 편의성, 거래 편의성, 사후보상편의성, 편익편의성, 사후보상서비스 편의성의 5가지 요인이 있는 것으로 나타났다. 온라인 예약 편의성의 요인에서 거래 편의성, 의사결정 편의성, 사후보상편의성, 편익편의성은 예약동기의 기분 전환 동기와 서비스 중요 동기가 높을수록 편의성을 높게 지각하는 것을 알 수 있었고 온라인 예약 편의성의 요인에서 접근 편의성의 경우 온라인 예약동기의 기분 전환 동기와 서비스 주요동기가 높을수록, 충동예약 동기가 낮을수록 접근 편의성 지각이 높은 것으로 나타났다. 구매 후 만족도에 있어서는 뷰티샵 온라인 예약 편리성의 의사결정 편의 성과 사후보상서비스 편의성이 높을수록 만족도가 높은 것을 알 수 있었고, 만족도가 높을수록 추천, 공유와 같은 구전 행동이 높은 것으로 나타났다. The purposes of this paper are to find the effects of beauty shop online motivations on the convenience of reservation system, to investigate the convenience of reservation system on satisfaction, and to determine the effects of satisfaction on word-of-mouth behaviors. Based on the results, there are three factors in the motivations: diversion, service-prioritized, and impulse-driven tendencies. Also, there are five factors in the reservation convenience perception: efficiency of decision-making, easy monetary transaction, overall convenience, accessibility, and effortless nature of rewarding system. In terms of the convenience of online booking, the access convenience was found that as the motivation diversion and the service-prioritized motivation higher and as the impulse reservation motivation lower. Furthermore, this paper concludes that offered by online beauty service reservation systems, and higher satisfaction rate leads to higher review behaviours.