The Effects of Psycho-social Variables on Consumers" Fair Trade Practice Behavior

Eunjeong Huh(허은정) 한국컴퓨터정보학회 2017 韓國컴퓨터情報學會論文誌 Vol.22 No.9

The purpose of this study is to find the differences in fair trade practice behavior, according to socio-demographic variables and to analyze the effects of psycho-social variables on fair trade practice behavior. This study includes the psycho-social variables as materialism, altruism, ethical identity, and perceived consumer effectiveness. The results of this study are as follows. First, the mean score of consumers" fair trade practice behavior was 4.12 on a 7-point scale, which means that respondents performed fair trade practice behavior at the middle level. Second, in terms of socio-demographic variables, there was a significant difference only in an age. Third, fair trade practice behavior had positive correlations with each of altruism, ethical identity, and perceived consumer effectiveness. Finally, regression analyses showed that altruism, ethical identity, and perceived consumer effectiveness had positive effects on fair trade practice behavior, whereas materialism had a negative effect on fair trade practice behavior.

소비자의 윤리적 소비행동과 관련요인 분석

허은정 ( Eunjeong Huh ),김우성 ( Woo Sung Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.4

최근 우리나라에서도 윤리적 소비에 대한 사회적 관심이 고조되고 소비자들의 윤리적 소비행동이 증가하면서 윤 리적 소비행동에 대한 실증연구가 필요하게 되었다. 본 연구의 목적은 소비자들의 윤리적 소비행동 수준을 파악하고 인구사회학적 특성에 따른 윤리적 소비행동의 차이를 분석하며, 윤리적 소비행동에 영향을 미치는 변수를 규명하는 것이다. 이를 위해 2011년 11월 온라인 리서치 업체를 통해 전국에 거주하는 성인 소비자 1,000명을 대상으로 질문지조사를 실시하여 자료를 수집하였다. 주요한 연구결과는 다음과 같다. 첫째, 요인분석 결과 소비자의 윤리적 소비행동의 하위영역은 7가지-공동체운동, 절제와 간소, 공정무역, 불매운동, 적극적 구매, 상거래 윤리, 로컬소비-로 분류되었다. 7점을 기준으로 했을 때, 소비자들의 윤리적 소비행동 전체 평균은 4.44점으로 중간수준으로 실천하는 것으로 나타났다. 하위영역 중에서 상거래 윤리(5.24점)와 절제와 간소(5.05점)는 비교적 잘 실천하고 있지만 공동체운동(3.10점)은 중간이하 수준으로 행동하고 있었다. 둘째, 인구사회학적 변수에 따른 윤리적 소비행동의 차이를 분석한 결과 전체 윤리적 소비행동의 경우 미혼보다는 기혼집단이, 연령이 20대에 비해 50대 이상이, 교육수준이 고졸에 비해 대졸이상인 집단이 윤리적 소비행동을잘 실천하고 있었다. 윤리적 소비행동의 하위영역의 경우 인구사회학적 변수에 따른 차이는 각각 상이하였다. 셋째, 소비자가치, 심리사회적 특성변수, 인구사회학적 변수가 전체 윤리적 소비행동에 미치는 영향력을 분석한 결과, 물질주의 성향이 낮을수록, 이타주의 성향이 높을수록, 자신의 행동이 사회에 영향을 준다고 생각할수록(효과성 지각), 윤리적 이슈가 자신의 정체성에 중요하다고 생각할수록(윤리적 정체성), 교육수준이 고졸집단에 비해 전문대졸 집단이 윤리적 소비행동을 잘 실천하는 것으로 분석되었다. 7개의 하위영역에 대해 유의한 영향을 미치는 설명변수는 상이하였지만 전반적으로 심리사회적 특성변수가 소비자 가치와 인구사회학적 변수보다 상대적으로 소비자의 윤리적 소비행동에 중요한 영향을 미치고 있었으며, 특별히 효과성 지각과 이타주의가 중요한 변수로 나타났다. Recently, there are enhanced social interest in ethical consumption and increase in consumers` ethical consumption behavior, both in Korea and in the world. Consumption is one of activities belonging to post-purchase process which is the last stage in 5-stage consumer buying decisionmaking consisting of problem recognition, information search, alternative evaluation, purchase, and post-purchase process. Ethical consumption is used broadly to include selection, purchase, and disposition as well as consumption of products or brands. Ethical consumption behavior is defined as selection, purchase, consumption, and disposition activities to perform his or her social responsibility according to a consumer`s personal and moral beliefs. In spite of increased interest and activities in ethical consumption, there have been very limited studies on ethical consumption. Because many studies to find and explain characteristics of ethical consumers have been basically qualitative studies, there is strong need for empirical studies dealing with ethical consumption behavior. The purpose of this study is 1) to examine consumers` levels of ethical consumption behavior and subcategories of total ethical consumption behavior, 2) to analyze the differences in ethical consumption behavior, based on socio-demographic variables, and 3) to find variables affecting ethical consumption behavior, among ethical value variables, psychosocial variables, and sociodemographic variables. Independent variables include an ethical value category, a psychosocial category, and a socio-demographic category. The ethical value category consists of universalism, benevolence, and self-direction. The psychosocial category includes materialism, altruism, perceived effectiveness, and self-identity. The socio-demographic category includes age, gender, marital status, education level, occupation, and so on. For the study, data collection was conducted by an outside research company and data were collected through internet survey questionnaires filled out by the sample of 1,000 adult consumers. The important results of this study are as follows. First, factor analysis extracted seven subcategories of ethical consumption behavior from items measuring ethical consumption behavior. The seven subcategories of ethical consumption behavior are community activity, moderation &simplicity, fair trade, boycott activity, positive buying, ethics in business transaction, and local consumption. The mean score of consumers` total ethical consumption behavior was 4.44 on a 7-point scale, which meant that respondents performed ethical consumption behavior at a little over the middle level. In comparison among subcategories, respondents gave the highest score(5.24) to ethics in business transaction and the second highest score(5.05) to moderation & simplicity. Respondents gave the lowest score(3.10) to community activity. Second, in terms of the socio-demographic category, there were significant effects of marital status, age, and education level on total ethical consumption behavior. Specifically, married people, people in 50s compared to those in 20s at age groups, and people who at least graduated from a college in comparison with people who only graduated from a high school showed higher levels of total ethical consumption behavior. In the subcategories of total ethical consumption behavior, the effects of socio-demographic variables were different. For example, while there were significant effects of marital status, age, education level, and occupation on community activity, there was significant effect of only age on fair trade. Third, in terms of an ethical value category, a psychosocial category, and a socio-demographic category, the results of regression analysis showed that all of the psychosocial variables (materialism, altruism, perceived effectiveness, and self-identity) and an education level significantly influenced total ethical consumption behavior. Especially, altruism, perceived effectiveness, self-identity, and people who graduated from a 2-year college in comparison with people who only graduated from a high school had positive effect on total ethical consumption behavior, but materialism had negative effect on total ethical consumption behavior. Fourth, in terms of the 7 subcategories of total ethical consumption behavior, significant variables were different. The psychosocial variables were generally more important than ethical value variables and socio-demographic variables. Ethical value variables had significant effects only on community activity, moderation & simplicity, and ethics in business transaction. The effects of a socio-demographic category were relatively small. Household mean income had significant effects on boycott activity, positive buying, ethics in business transaction, and local consumption. An education level had significant effects on moderation & simplicity, local consumption, and total ethical consumption behavior. Finally, investigation based on standardized regression coefficients indicated that the psychosocial variables were more important for ethical consumption behavior than ethical value variables and socio-demographic variables and that perceived effectiveness and altruism were the most important two variables. This study has significance in that this study was an empirical study on ethical consumption behavior using internet survey with 1,000 respondents residing in all area of South Korea. The seven subcategories of total ethical consumption behavior constructed from major previous studies and then extracted by factor analysis will be especially useful as an instrument to measure ethical consumption behavior in future related studies. The results of this study suggest many important things related to ethical consumption behavior to policy makers and practitioners dealing with consumer affairs and marketers. This study found and verified three major categories affecting ethical consumption behavior, 1) an ethical value category, 2) a psychosocial category, and 3) a socio-demographic category. Though the effects were different depending on total and each of the seven subcategories of ethical consumption behavior, generally ethical value variables and psychosocial variables were more important for ethical consumption behavior than socio-demographic variables, and psychosocial variables in general had highest effects on ethical consumption behavior especially in terms of contribution to ethical consumption behavior. This suggests that consumer education can be useful in the area of less materialism (humanism), altruism, perceived effectiveness, and self-identity to spread and enhance ethical consumption behavior and that to sell ethical products and brands, marketers should more focus on market segments appreciating less materialism, altruism, perceived effectiveness, and self-identity.

레저지출, 레저활동 참여도 및 레저만족에 대한 관계 분석

허은정(Huh, Eunjeong),윤정혜(Yoon, Jung-Hai) 한국생활과학회 2007 한국생활과학회지 Vol.16 No.4

대중매체와 개인적 변수가 대학생 소비자의 성형태도 및 성형행동에 미치는 영향

허은정(Huh, Eunjeong),이아름(Lee, A Reum) 한국생활과학회 2011 한국생활과학회지 Vol.20 No.3

The purpose of this study was to investigate the effects of mass media and personal factors on attitudes towards plastic surgery and plastic surgery behavior. For this study the personal factors included concern for appearance, self-esteem, and body satisfaction. Subjects were 472 college students in Ulsan. The results showed that favorable attitudes towards plastic surgery were a little higher than the median, meaning that the respondents had a slightly positive attitude towards plastic surgery, and only 20% of the respondents had an experience with plastic surgery. A multiple regression analysis was computed and indicated that a more positive attitudes towards plastic surgery was related to high levels of concern for appearance, more time watching TV, a higher household income, and being a female student, in terms of gender. The results of logit analysis indicated that a more positive attitude towards plastic surgery and being a female student related to a higher probability of having had plastic surgery.

패밀리 레스토랑 매장 내 감각체험이 고객만족에 미치는 영향

허은정(Huh, Eunjeong),김우성(Kim, Woo-Sung),정윤선(Jung, Yoon-Sun) 한국생활과학회 2010 한국생활과학회지 Vol.19 No.3

This study analyzed the effects of demographic factors and sensory experiences of customers on customer satisfaction, using data from 302 customers in the Pusan, Ulsan, and Kyungnam areas who have visited family restaurants within 3 month period prior to the study. This study defined the sub-factors of sensory experience as vision, sound, smell, taste, and touch, and defined the sub-factors of customer satisfaction as main services, supplementary facilities. services related to sales promotion, served food, and the location of a restaurant. The study revealed that each evaluation score of the sub-factors of sensory experience and each evaluation score of the sub-factors of customer satisfaction was a little higher than the middle score. Respondents evaluated taste as the highest score among the sub-factors of sensory experience and evaluated main services as the highest score among the sub-factors of customer satisfaction. In terms of the effects of the sub-factors of sensory experiences and demographic factors on overall customer satisfaction, more positive taste experience, vision experience, and sound experience led to higher overall customer satisfaction and the married group in terms of marital state gave higher evaluation scores on overall customer satisfaction than the counterpart. In terms of the effects of the sub-factors of sensory experiences and demographic factors on individual customer satisfaction, consumers’ sensory experiences were shown to exert far greater influences than the demographic variables.

레저지출 및 레저활동 참여도의 관련요인 분석

허은정(Huh Eunjeong) 한국소비문화학회 2006 소비문화연구 Vol.9 No.3

본 연구의 목적은 성인 소비자들의 레저지출과 레저활동 참여도의 수준을 파악하고 관련 요인들의 영향력을 분석하는 것이다. 울산에 거주하는 성인 남녀를 대상으로 415부의 질문지를 사용하여 자료를 분석하였고, 본 연구에서 레저유형은 능동적 레저와 수동적 레저로 분류하여 성인 소비자의 레저지출과 레저활동 참여도를 조사하였다. 연구결과, 성인 소비자들은 레저지출에 있어서는 능동적 레저에 더 많이 지출한 반면, 레저활동 참여도의 경우 수동적 레저활동에 더 참여하는 것으로 나타났다. 레저지출 및 레저활동 참여도에 대한 독립변수의 영향력은 두 가지 레저유형에 따라 상이한 차이를 나타내었다. 능동적 레저지출에 있어서 월평균 용돈이 증가할수록, 주거 형태가 자가인 경우, 레저에 대한 태도가 호의적일수록, 자신이 건강하다고 인지할수록 능동적 레저에 더 많이 지출하였다. 수동적 레저지출의 경우, 연령이 적을수록, 남성이, 월평균 용돈이 증가할수록, 레저계획 수립이 소극적일수록, 자아존중감이 높을수록, 인간관계에 덜 만족할수록 수동적 레저에 더 많이 지출하였다. 능동적 레저활동 참여도에 있어서, 남성이, 종교가 없는 집단이, 월평균 용돈이 증가할수록, 재정만족도가 높을수록, 레저에 대한 태도가 호의적일수록, 레저계획 수립이 적극적일수록 능동적 레저활동에 더 참여하였다. 수동적 레저활동 참여도는 교육수준이 대졸이상인 집단이, 재정만족도가 증가할수록, 인간관계에 덜 만족할수록 수동적 레저활동에 더 참여하였다. The purpose of this study is to investigate the determinants affecting leisure expenditure and leisure activity participation. The leisure types for this study were divided into active leisure and passive leisure. The data were collected from 415 adults in Ulsan. The results showed that adults spent more on active leisure than on passive leisure, while they participated more in passive leisure than in active leisure. The OLS regression analyses indicated that average monthly pocket money, housing tenure, attitude toward leisure, and perceived health state had significant impacts on the expenditures of active leisure, while age, sex, average monthly pocket money, a plan for leisure, self-esteem, and human relations had significant effects on the expenditures on passive leisure. For participation in leisure activity, sex, religion, average monthly pocket money, financial satisfaction, the attitude toward leisure, and a plan for leisure had significant impacts on active leisure, while an education level, financial satisfaction, and human relations had significant impacts on passive leisure.

소비자의 기부참여여부 및 기부금액에 미치는 영향요인 분석

허은정(Huh, Eunjeong),이성림(Lee, Seonglim) 한국소비문화학회 2019 소비문화연구 Vol.22 No.2

본 연구는 소비자의 기부행동에 영향을 미치는 독립변수의 영향력을 알아보기 위하여 전국에 거주하는 성인 소비자 500명을 대상으로 자료를 수집하고 더블허들 모형을 적용하여 소비자들의 기부 참여여부와 기부금액에 대해 단계적으로 분석함으로써 소비자들의 기부행동에 대한 이해를 높이고자 하였다. 주요한 연구결과는 다음과 같다. 첫째, 인구사회학적 변수와 기부관련 경험변수에 따른 기부참여 및 기부금액의 차이를 분석한 결과, 교육수준이 고졸이하 집단, 연령이 20대인 집단은 기부에 참여하지 않은 비율이 높은 반면, 대학이상 집단, 40대와 50 대, 기혼집단, 기독교와 천주교를 가진 경우 기부에 더 많이 참여하였다. 기부금액은 가계소득에 따라 유의한 차이를 보였는데, 가계소득이 가장 높은 집단이 다른 집단에 비해 기부금액이 더 높았다. 기부관련 경험변수의 경우, 본인이 자원봉사에 참여한 경우와 부모가 기부에 참여한 경우 소비자의 기부참여는 유의하게 높았고, 기부금 액의 경우에는 본인이 자원봉사에 참여한 경우가 참여하지 않은 경우보다 기부금액이 유의하게 많았다. 둘째, 더블허들모델을 사용하여 기부참여여부와 기부금액에 영향을 미치는 변수를 분석한 결과, 기부참여여부에 유의한 영향을 미치는 변수는 기부관련 경험변수와 교육수준이, 기부금액에 대하여서는 기부동기와 연령, 종교가 유의하게 나타나서 각 단계별로 영향을 미치는 독립변수가 상이하였다. 1단계 기부참여여부에 대해서는, 본인이 자원봉사에 참여하거나 부모님이 기부에 참여한 경우, 가난한 가정에서 성장한 경험이 있는 경우 소비자는 기부에 참여할 가능성이 유의하게 증가하였고, 교육수준이 고졸이하 집단은 대학이상 집단보다 기부에 참여할 확률이 낮았다. 2단계 기부금액에 대해, 연령이 증가할수록, 종교가 기독교, 불교인 경우 무교에 비해 기부금액이 증가하였고, 내재적 동기는 기부금액에 정적 영향을, 외재적 동기는 기부금액에 부적영향이 나타났다. This study aims to investigate the influencing power of independent variables to affect consumer donation behavior and enhance the understanding of consumer donation behavior. For this purpose, data were collected from 500 adult consumers residing in all area of South Korea and analyzed by applying Double-hurdle model to consumer participation in donation and amount of donation. The main results of the study are as follows: First, the analyses on the differences in consumer participation in donation and amount of donation according to socio-demographic variables showed that levels of education, age, marital status, and religion had significant effects on consumer participation in donation and household income had a significant effect on amount of donation. In terms of individual experience variables, both self participation in volunteer work and parents participation in donation had significant effects on consumer participation in donation and only self participation in volunteer work had a significant effect on amount of donation. Second, Double-hurdle model analyses on the differences in consumer participation in donation and amount of donation showed that individual experience variables and levels of education had significant effects on consumer participation in donation and donation motive, age, and religion had significant effects on amount of donation. In terms of consumer participation in donation, self participation in volunteer work, parents participation in donation, and growth background in poor home were each related to higher probability in consumer participation in donation. In terms of education levels, individuals with a high school diploma or less had significantly lower probability in participation in donation than those with education experience at a university. In terms of amount of donation, higher age and believing in Christianity or Buddism (vs. no religion) had positive effects on amount of donation. Intrinsic motivation had a positive effect on amount of donation but extrinsic motivation had a negative effect on amount of donation.

친환경농산물 구매지출에 대한 소비자지식과 소비자태도 영향

허은정(Huh, Eunjeong),김지웅(Kim, Ji Woong) 한국생활과학회 2010 한국생활과학회지 Vol.19 No.5

This study analyzed the effects of consumer knowledge and attitudes toward spending on environment-friendly agricultural products. Using data collected from 486 Ulsan housewives, results showed each score of consumer knowledge on and attitude to environment-friendly agricultural products was the middle level, and that mean monthly expenditure on environment-friendly agricultural products was 91,193 won. A multiple regression analysis was computed and indicated that higher spending on environmentally friendly agricultural products was related to high levels ofconsumer knowledge, positive attitudes to environment-friendly agricultural products, higher levels of household income, being a housewife in terms of occupation position, and post-graduate education levels. Furthermore, results also implied that consumer knowledge and attitudes to environment-friendly agricultural products were of greater influences than the demographic variables in their influence over spending on environment-friendly agricultural products.

소비자 체험마케팅의 핵심적 특성들과 기여에 대한 고찰

김우성(Kim, Woo-Sung),허은정(Huh, Eunjeong) 한국생활과학회 2007 한국생활과학회지 Vol.16 No.1

서비스 관여도에 따른 소비자 만족이 충성도에 미치는 영향

이아름(Lee, A Reum),허은정(Huh, Eunjeong),전향란(Jeon, Hyung Ran) 한국생활과학회 2012 한국생활과학회지 Vol.21 No.2

Gas station consumers have become increasingly conscious of expanding choices and service options available at retail outlets. The purpose of this study was to determine key factors in customer choice of gas / service stations. This study seeks to identify key the relationship between socio-demographical variables and consumer choice, and consumer satisfaction and loyalty associated with gas / service station usage. The research instrument comprised of a questionnaire in the form of an on-line survey that was administered during November, 2010. A Total of 1,000 questionnaires were used in the final analysis. The collected data were treated with SPSS Windows 18.0 and analyzed in for frequency, percentage, mean, standard deviation, pearsons correlation analysis, and multiple regression analysis. The results of were as following: First, there was a strong positive relationship between involvement, satisfaction, loyalty of gas station service. Second, satisfaction was significantly affected by involvement, the frequency of gasoline purchases, the information route and customers occupation. Third, loyalty was significantly affected by consumer satisfaction, involvement, frequency of gasoline purchases, information route and customers occupation.