Z세대의 소비 성향을 통한 감성마케팅 전략 연구

임정은,김승인 한국기초조형학회 2023 기초조형학연구 Vol.24 No.5

The acceleration of digital transformation is driving changes in the domestic consumption environment, shifting from a pursuit of popularity to an emphasis on individuality among Gen Z, who are emerging as a major consumer class. This study aims to propose an emotional marketing strategy by analyzing and segmenting the behavior and lifestyle of Korean Gen Z consumers, and by constructing an emotional matrix for this demographic. The distinguishing attribute elements of Gen Z, which set them apart from the previous generation, were identified through a review of literature and previous research, and the validity of these elements was confirmed through three rounds of expert investigation. Moreover, an online survey targeting Korean Gen Z was conducted to investigate generational characteristics and lifestyles. Hierarchical clustering and factor analysis were employed to segment the Gen Z consumers into types and to construct the emotional matrix. The attribute elements of Gen Z were classified as ‘mobile participation’, ‘focus on me’, ‘complex values’, and ‘emotional consumption’, leading to the segmentation of the consumers into five types. These types were named ‘Conservative and Digital-friendly’, ‘Digital Performance’, ‘Current Satisfaction’, ‘Moral and Wellness’, and ‘Practical Empiricism’. The study suggests positioning these types within a two-dimensional space to form Gen Z’s Emotional Matrix. It was discovered that Gen Z’s characteristics are clearly distinct from the previous generation, necessitating a unique marketing strategy that fosters a trustworthy relationship based on mutual respect and sincerity. This study presents emotional marketing strategies by distinguishing Gen Z as a primary consumer class and by attempting to segment these consumers. It anticipates further refinement of Gen Z’s emotional matrix through an expanded understanding of their differentiation and emotional consumption tendencies.

Z세대 소비자의 공정성 인식과 ESG 분석: 편의점기업을 중심으로

옥경영,김민정,김성숙 한국소비자정책교육학회 2022 소비자정책교육연구 Vol.18 No.3

This study is to examine the impact of Gen Z consumers' perception of justice on market. This study analyzes the characteristics of the perceived justice of Gen Z and examines the effect of their perception of justice on ESG, a corporate activity, and continued use. The results are as follows. First, the justice of Gen Z differs according to the degree of consumer rights and responsibilities. The four groups, subdivided according to the degree of consumer rights and responsibilities, showed significant differences in perceptions in procedural justice, distribution justice, interpersonal justice, and informational justice. In particular, when comparing the justice perceptions of the rights-oriented type and the responsibility-oriented type, the rights- oriented type was found to be higher than the responsibility-oriented type in distribution justice, interpersonal justice, and information justice. Second, as a result of examining the effect of the justice of Gen Z on the ESG of convenience store business activities they frequently use, it was found that Gen Z with high procedural justice and information justice evaluated ESG activities more positively. Third, as a result of examining the effect of Gen Z consumers' justice on the continued use of convenience store companies, age, consumer rights awareness, and interpersonal justice have significant effects. Implications and limitations are presented based on the above results. 본 연구는 Z세대 소비자의 공정성 인식이 기업에 미치는 영향을 살펴보기 위한 것으로, Z세대 소비자가 인식하는 공정성의 특성을 분석하고 이들의 공정성 인식이 기업활동인 ESG와 소비자 지속이용에 어떤 영향을 미치는지 파악하고자 하였다. 그 결과는 다음과 같다. 첫째, Z세대 소비자의 공정성은 소비자 권리의식 및 책임의식의 정도에 따라 다르게 나타나고 있다. 소비자 권리의식 및 책임의식의 정도에 따라 세분화한 4그룹 적극의식형, 소극의식형, 권리지향형, 책임지향형은 절차공정성, 분배공정성, 관계공정성, 정보공정성에서 모두 유의한 인식의 차이를 보이고 있다. 특히 권리지향형과 책임지향형의 공정성 인식을 비교해 볼 때 권리지향형은 분배공정성, 관계공정성, 정보공정성에서 책임지향형보다 높게 나타났으며, 책임지향형은 절차공정성에서 권리지향형보다 높게 나타났다. 즉, Z세대 소비자들의 공정성 인식이 개인의 권리의식을 바탕으로 동인되고 있음을 알 수 있는데 이것은 Z세대가 공정성을 미시적인 차원에서의 개인의 가치로 인식한다는 것과 같은 결과라 할 수 있다. 둘째, Z세대 소비자들의 공정성이 이들이 많이 이용하는 편의점 기업활동 ESG에 미치는 영향을 살펴본 결과, 절차공정성과 정보공정성이 높은 Z세대들이 ESG 활동에 대해 더 긍정적으로 평가하는 것으로 나타났다. 셋째, Z세대 소비자의 공정성이 편의점 기업에 대한 지속이용에 미치는 영향을 살펴본 결과, 연령, 소비자권리의식, 관계공정성이 유의한 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 Z세대 소비자의 공정성을 Z세대에 속한 개인 소비자가 가지는 가치로 접근하여 소비자 특성으로 정의하고 이러한 소비자 개인 차원의 공정성이 시장에서 나타나는 소비행동에 미치는 영향을 설명하였다는 점에서 의의가 있는 것으로 보인다.

Generation Z female consumers’ preferences for swimwear products with sustainability-relevant attributes

Li Jitong,Leonas Karen K. 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.1

The purpose of this study is to identify the importance of swimwear attributes to Generation Z (Gen Z) female consumers and investigate the effects of consumer knowledge (CK) on consumers’ decision-making processes. First, based on the attribute classification methods in the literature and exploratory analysis on selected swimwear brands, eight swimwear attributes and each attribute’s levels were identified. These attributes were classified into the sustainability-irrelevant (extrinsic, intrinsic) and sustainabilityrelevant (environmental, social) attribute categories. Second, a selfadministered online survey was employed. A total of 257 usable data were received. Most participants have limited knowledge of sustainable swimwear, and their knowledge levels have influences on attribute importance. Results indicate that price is the most important attribute, followed by fiber, donation, color, certification, and style. Two attributes, country of origin and labor, are rarely considered. Additionally, sustainable cues add value to consumers’ evaluations. This study involves consumer knowledge as a factor and fills a gap in the literature focusing on Gen Z and swimwear. The findings are beneficial for swimwear enterprises to address consumers’ preferences in their future product development strategy.

CASETiFY: A Disruptive Breakthrough in the Personalized Phone Accessories Industry

안시현,오사윤,Jasper Teow Academy of Asian Business (AAB) 2023 Academy of Asian Business Review Vol.9 No.2

In the world of tech accessories, the phone case is often viewed as a peripheral product–a commoditized accessory piggybacking on the innovation of mobile devices. Far from the complex electronics and sophisticated software inside phones, cases are seen as plastic shells or rubber bumpers with limited value-add. How did CASETiFY, a Hong Kong-based phone case startup, become a global sensation in this unexpected product category? This paper showcases CASETiFY by spotlighting the major factors that led the brand to success. We do so by deep-diving into CASETiFY’s various projects and initiatives and identifying three crucial phases in its history–the Value Creation phase, Value Communication phase, and Value Delivery phase. We highlight how, in each of these phases, CASETiFY leveraged on both the social aspects (e.g., brand communities, authentic brand messaging, providing a sense of belonging) and the individual aspects (e.g., self-expression, individualism) of its target consumers’ psyche to cultivate success factors such as intentional creativity, intensive branding, and the identification of consumers’ psychological needs. While extensive case studies exist on prominent tech companies, academic resources on peripheral accessories, a niche side of the tech industry, are limited. By documenting CASETiFY's fascinating journey, this case study sparks a scholarly discussion on an unconventional Asian success story. It also serves as a structured reference for commoditized-accessory businesses to learn about deriving success through challenging industry norms, recognizing overlooked opportunities and thoroughly understanding one’s target consumers.

Digital Marketing of Cotton to Generation Y College Students

Brenda Avila,Jay-Sang Ryu 한국유통과학회 2015 유통과학연구 Vol.13 No.7

Purpose – Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others’ buying decisions. Digital marketing is deemed effective in increasing Gen Y college students’ knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students’perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions – To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

The Effect of Social Media Marketing on Chinese Millennial and Gen Z Consumer Response- Mediating Role of Brand Equity and Customer Engagement -

김현수,손한,대만사 원광대학교 한중관계연구원 2023 韓中關係硏究 Vol.9 No.3

As the market for luxury products and their demand expanded globally due to the prolongation of COVID-19, the value of related companies grew further. In particular, the luxury purchasing craze of millennial and Gen Z (MZ) consumers, emerging as a new major consumer in the Chinese market, is changing the market’s business trends and purchasing environment. However, research on consumer responses to Social Media Marketing (SMM) rarely considers brand equity and customer engagement. It is necessary to understand the effectiveness of marketing targeting Chinese MZ consumers as a new consumer group. Therefore, this study aimed to verify the impact of social media marketing for luxury products on consumer responses from MZ consumers in China and to confirm the mediating effects of brand equity and customer engagement. To empirically test the impact of SMM, this study conducted a questionnaire survey on 400 social media users for data analysis out of the initial 430 survey data. SPSS and AMOS verified the reliability and validity of the collected data and hypotheses. The analysis showed that SMM positively affected brand equity and customer engagement, including consumer responses, and that brand equity was also positively related to customer engagement. In addition, it demonstrated the role of brand equity and customer engagement as mediating variables. Through this study, the luxury brand demonstrated the effectiveness of social marketing activities to more accurately predict the future purchase behavior of MZ customers. Also, We discussed the implications and directions for further research for systematic marketing activities, brand equity, and customer participation.

Preference for Green Packaging in Consumer Product Choices: Empirical Evidence from Gen Z Consumers in Vietnam

Lan NGUYEN(Lan NGUYEN ),Trang Minh NGUYEN(Trang Minh NGUYEN ),Quyen TRINH(Quyen TRINH ),Nhu Anh DAO(Nhu Anh DAO ) 한국유통과학회 2023 The Journal of Asian Finance, Economics and Busine Vol.10 No.2

Recently, the call for better accountability and social responsibility from corporations has been regularly voiced, both in the academic literature and in public discussions. This poses a challenge to the existing literature in understanding consumption behaviors to direct them toward sustainable development. This study investigates the purchase intention of Gen Z consumers in Vietnam with green packaging products. Data were collected from 914 respondents by online questionnaire and then analyzed using OLS. The results suggest the significant influence of customers’ income and packaging in driving customers’ intention to use environmentally-friendly products. Specifically, consumers in a higher income class participate more actively in green purchases. However, problems associated with inadequate packaging are also illustrated, resulting in the poor perception of green messages and poor practice of ecological actions. Besides, subjective norms and green trust are found to be adversely related to green consumer intention. In addition, gender disparity in green behavior is reported, where female consumers show a higher tendency to ecological consumption than their male counterparts. Other demographic factors are also included in the model as control variables, which are age, education, price, environmental literacy, environmental concern, and psychological awareness, but they do not have a significant impact on green purchase intention.

Digital Marketing of Cotton to Generation Y College Students

Jay-Sang Ryu 한국유통과학회 2015 KODISA ICBE (International Conference on Business Vol.2015 No.-

This research examines the effect of cotton awareness digital marketing on Gen Y college students’ perceptions, attitudes and purchase intentions of cotton clothing. Data were collected from three different groups of college students: the group with no cotton marketing, those with print media marketing, and those with digital marketing. The findings confirmed that college students who had attended digital marketing about cotton displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Marketers should consider a digital marketing strategy to promote their products and services to Gen Y college students.

개선(改善)될 수 없는 설계상(設計上) 결함(缺陷)의 제조물책임(製造物責任)

김민동 ( Min Dong Kim ) 안암법학회 2007 안암 법학 Vol.- No.25