식품 관여도에 따른 유기농 식품 수용과 저항이 구매의도에 미치는 연구

박명은(Myeongeun Park),김선옥(Sunok Kim),유소이(Soye You) 한국소비문화학회 2022 소비문화연구 Vol.25 No.2

건강과 환경에 대한 관심은 유기농산물을 구입하는 대표적인 동기로 알려져 있다. 이러한 관점에서 한때 틈새시장으로 자리했던 유기농 식품은 건강과 관련된 삶의 질 추구 및 생태적 환경 보호 측면에서 시장에서 상당한 소비자 관심을 끌고 있다. 이에 본 연구는 식품 관여도 수준에 따라 소비자를 고관여와 저관여 소비자로 유형화하고, 유기농 식품에 관한 소비자 가치와 구매의도 간의 관계를 통합적으로 이해하고자 계획적 행동이론(Theory of Planned Behavior)과 행동추론이론(Behavioral Reasoning Theory)을 결합한 확장 모형을 통해서 제품 수용과 저항 이유들이 건강에 대한 소비자 가치와 구매의도를 파악하는 과정에서의 영향력을 분석하였다. 분석을 위해 온라인 조사전문업체의 패널을 활용하여 전국의 20세 이상 성인을 대상으로 설문조사를 실시하였고, 총 275부의 설문응답이 최종 분석에 활용되었다. 유기농 식품에 대한 소비자 가치와 구매의도 간의 관계를 파악하기 위해 빈도분석, 탐색적 및 확인적 요인분석, 상관관계 분석, 다중집단분석을 실시하였다.분석 결과 저관여 소비자의 경우 유기농 식품에 대한 소비자 가치가 소비자 태도에, 소비자 태도와 지각된 행동통제가 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 반면, 고관여 소비자는 건강에 대한 소비자 가치는 소비자 태도, 위험장벽, 수용이유(영양성분, 생태복지)에, 수용이유는 소비자 태도에, 소비자 태도와 지각된 행동통제는 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 두 집단 모두 건강에 대한 소비자 가치는 유기농 식품에 대한 소비자 태도에 강한 유인으로 작용함을 확인하였다. 본 연구는 고관여 소비자의 경우 유기농 식품을 구매하는데 있어서 수용이유 등이 구매의도에 있어서 중요한 요인임을 파악하였고, 식품 관여도 수준에 따라 집단을 유형화 하여 유기농 식품 구매에 대한 태도-의도의 소비자 차이에 대한 구매행동을 이해하고 설명하였다는 점에서 의의를 지닌다. This study segmented consumers into high- and low-involvement consumers according to the level of food involvement. In order to understand the difference between consumer attitudes and purchasing behaviors regarding organic food, consumer value explained the purchasing behavior of organic food by integrating the causes of product acceptance or resistance into the consumer decision process. To this end, through an extended model that combines theory of planned and behavioral reasoning theory, the consumer value for health and the consumer purchase behavior process for organic food were comprehensively understood. For analysis, a panel of online survey companies was used. A survey was conducted on 20-year-old adults nationwide, and a total of 275 survey responses were used for the final analysis. In order to understand the relationship between consumer value and purchase intention for organic food, frequency analysis, exploratory and confirmatory factor analysis, correlation analysis, and multi-group analysis were conducted. As a result of the analysis, in the case of low-involvement consumer purchasing behavior, the consumer value of organic food influenced consumer attitudes, and consumer attitudes and perceived behavioral controls had a statistically significant effect on purchase intention. In the case of high-involvement consumer purchasing behavior, consumer value for health influenced consumer attitudes, risk barriers, and reasons for acceptance (nutritional content, ecological welfare), and consumer attitudes and perceived behavioral controls were found to have a statistically significant effect on purchase intention. Both groups confirmed that consumer value might act as a strong attraction for consumer attitudes. This study found that the reason for resistance and the reason for acceptance are important factors in purchasing intention when purchasing organic food by consumers. It might be useful in that it understood and explained the purchasing behavior of consumer differences in attitudes to organic food purchase by categorizing groups according to the level of food involvement.

소비자 구매행동은 혈액형과 연관이 있는가?

석관호 ( Kwan Ho Suk ),구지은 ( Ji Eun Koo ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

소비자의 혈액형에 따라 시장을 세분화하거나 제품을 추천하는 혈액형 마케팅이 빈번히 사용되고 있다. 본 연구 는 이와 같은 혈액형 마케팅이 과학적인 사실에 바탕을 두고 있는 지를 검증하고자 하며, 이를 위해 소비자 구매결정 과정에 영향을 미치는 개인의 소비행동 특성변수에 초점을 맞추어 해당 변수가 혈액형과 관련이 있는 지를 연구 하고자 한다. 소비자 행동 연구에 따르면 소비자 구매결정은 총 5개의 단계로 구성되는데, 욕구의 인지. 정보탐색, 대안의 평 가, 구매, 구매 후 행동으로 이루어진다. 소비자 개인의 특성변수는 (1) 소비자 구매결정 각 단계와 관련성이 있는 지, (2) 혈액형에 대한 특성을 반영할 수 있는 지를 기준으로 선택되었다. 그 결과 욕구 인지 단계에서는 소비자의 독특성 욕구(need for uniqueness), 정보 탐색 단계에서는 인지 욕구(need for cognition), 대안 평가 단계에서 는 위험추구(risk taking) 성향, 구매 단계에서는 충동구매(impulse purchase) 성향, 구매 후 행동 단계에서는 불평행동(complaining behavior)이 개인 특성변수로 선정되었다. 사전조사에서는 혈액형별 성격과 혈액형별 소비행동의 특징에 대한 지식, 그에 대한 믿음을 측정하였다. 그 결과, 혈액형과 성격 간의 관계에 대해서는 대부분의 응답자들이 알고 있으며, 절반 이상의 응답자가 실제로 두 변수간의 관련성을 믿고 있는 것으로 나타났다. 혈액형과 소비행동 간의 관계에 대한 지식이나 믿음은 상대적으로 약하지만 27%의 응답자가 혈액형과 소비행동 특성간의 관련성에 대해 보통이상으로 인지하고, 37%의 응답자가 혈액형과 소비행동 특성의 관련성에 대해 보통 이상의 믿음을 가지고 있는 것으로 나타났다. 사전조사에서는 또한 독특성 욕 구, 인지욕구, 위험추구 성향, 충동구매 성향, 불평행동과 같은 소비행동이 어떤 혈액형에서 가장 많이 나타날 지에 대한 믿음(lay belief)을 측정하였다. 그 결과 응답자들은 각각의 혈액형이 특정 소비행동과 밀접히 연관되어 있음 을 강하게 믿고 있는 것으로 나타났다. 구체적으로는 AB형은 독특성 욕구가, A형은 인지욕구가, B형의 경우 위험 추구 성향, 충동구매 성향, 불평행동이 두드러질 것이라 믿고 있었다. 첫 번째 실증 연구에서는 대학생들을 대상으로 앞서 선정한 개인의 다섯 가지 소비행동 특성변수를 측정하였다. 분석 결과, 혈액형은 소비행동 특성변수와 관계가 없는 것으로 나타났다. 다섯 개의 소비자 개인 특성변수 모두 혈액형에 따른 차이를 보이지 않았으며, 이는 혈액형과 소비행동 간에 유의미한 관계가 없음을 나타내는 결과라 볼 수 있다. 두 번째 실증 연구에서는 독특성 욕구, 인지 욕구, 위험 추구 성향, 충동구매 성향을 자기 보고(self-report)가 아닌 다양한 선택 상황에서의 소비자 의사결정을 통해 측정하였다. 그 결과, 첫 번째 연구와 마찬가지로 혈액형에 따른 차이를 보이지 않았다. 본 연구의 결과들은 일반적인 믿음과는 달리 혈액형과 소비행동 간에는 유의한 관계가 없음을 보여주었다. Market segmentation and product differentiation based on consumers` blood type is frequently practiced in Korea. For example, a fusion bar recommends different side dish menus to consumers with different blood type. This research investigates whether the blood type marketing is grounded by scientific evidence showing consumers behavior is related to blood type. This research examines associations between blood type and five dimensions of consumer behavior characeristics that are related to consumer buying decision process. Research on consumer behavior has suggested that consumer decision making consists of five sequential decision stages: Need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior. We selected five consumer behavior characteristic variables that are related to each stage of the decision making process and are supposedly related to lay beliefs about the characteristics of blood type. Specifically, we selected need for uniqueness (need recognition), need for cognition (information search), risk taking (evaluation of alternatives), impulse buying (purchase), and complaining behavior (postpurchase behavior) that represent the buying decision process. This research examined whether the five consumer behavior measures are related to blood type. A pretest explored university stduents` knowledge and beliefs about the relationship between blood type and personality and the relationship between blood type and consumer behavior. Respondents were well aware of the personality characteristics of each blood type and more than half of the respondents believed that personality and blood type are related. Beliefs and knowledge about the relationship between blood type and consumer behavior were weaker compared with those of the relationship between blood type and personality. We also measured lay beliefs about which blood type consumer is most likely to be related to need for uniqueness, need for cognition, risk taking, impulse buying, and complaining behavior. The results showed that the respondents have strong lay beliefs about the association between blood type and specific consumer behaviors. Respondents believed that need for uniqueness is most strongly related to blood type AB and be weakly related to blood type A or O. Need for cognition is strongly related to blood type A, but weakly related to other types. Consumers with blood type B are believed to be most likely to seek risk, buy with impulse, and complain after experiencing dissatisfaction. In sum, these findings suggest that people have stereotypes of blood type with respect to certain dimensions of consumer behavior. Study 1 examined the relationship between respondents` blood types and the five dimensions consumer behavior characteristics. In the study, respondents self reported their consumer behavior traits such as need for uniqueness, need for cognition, risk taking, impulse buying, and complaining behavior. We also manipulated the order in which ABO blood type is measured. In the ABO first condition, blood type was measured before measuring the five consumer behavior traits. In the ABO last condition, blood type was measured after the five consumer behavior measures. It was expected that, as gender stereotypes, measuring blood types first should activate blood type stereotypes, resulting in greater differences across blood types. The results of study 1 showed that blood type is not related to consumer behavior. For all the five consumer behavior measures, we found no significant differences across the consumers with different blood types. In addition, activation of blood type stereotype did not change the result. The findings of this study indicate that there is no significant relationship between blood type and individual difference characericists of consumption behavior. One shortcoming of Study 1 is that consumer behavior characteristics were measured by self-reports, which may not reflect actual consumer decisions. Therefore, we conducted Study 2 Study 2 further examined whether blood type is related to various consumer decisions that are related to need recognition, information search, evaluation of alternatives, and purchase. Specifically we tested the relationship between consumers` blood type and purchase of unique options (i.e., need for uniqueness), decision making time (i.e., need for cognition), choice of risky option (i.e., risk taking), and impulse buying intention (impulse buying). Specifically we tested whether respondents` blood types were reslated to various consumer decision makings such as the extent to choose unique versus ordinary choice options, the amount of time taken to search for product information before making choice decisions, the likelihood of choosing risky over safe options, and their willingness to buy without planning in a given purchase situation. The results showed that blood type was not significantly related to these consumer decision makings In sum, the results of the current research demonstrate that consumers` blood types are not strongly related to consumer behavior, contrary to some beliefs that blood types are related to certain types of consumer behavior. However, future research using different methods (e.g., analyzing shopping data of different blood types) should present more compelling evidence regarding the association between blood type and consumer behavior. Another direction for future research is to test the influence of blood type marketing on consumer perception, attitude, and purchase behavior.

Z세대 소비자의 소비자교육, 소비자의식, 소비자행동에 관한 연구

서여주(Yeo Joo Suh) 이화여자대학교 경영연구소 2021 신산업경영저널 Vol.39 No.1

본 연구는 Z세대 소비자를 대상으로 이들의 소비자의식과 소비자행동, 소비자교육의 일반적 수준과 이에 관련된 변인을 파악하고, 소비자행동에 영향을 미치는 요인을 알아보고자 하였다. 이를 통해 Z세대 소비자를 위한 적절한 소비자교육 프로그램 개발과 소비자정책에 필요한 기초자료를 제공하는 것이 본 연구의 목적이다. 본 연구의 주요 결과는 다음과 같다. 첫째, Z세대 소비자의 소비자의식과 소비자행동 그리고 소비자교육에 대한 일반적 수준을 살펴본 결과, 소비자의식의 평균은 3.72점, 소비자행동의 평균은 3.42점으로 소비자의식 수준은 소비자행동 보다 높은 것으로 나타났다. 소비자교육은 평균 3.41점으로 나타났다. 둘째, Z세대 소비자의 소비자의식 중 권리의식은 성별에 따라 통계적으로 유의미한 차이가 나타났고, 책임의식은 월평균 소비액에서 차이를 보였다. 참여의식은 출생연도와 거주지 월평균 소비액에서 통계적인 유의한 차이가 나타났다. 셋째, 소비자행동 중 구매행동은 성별과 거주지에 차이가 나타났고, 사용행동은 거주지와 월평균소비액에 통계적으로 유의한 차이가 나타났다. 처분행동은 거주지와 월평균 소비액에서 통계적 유의한 차이가 나타났다. 넷째, 소비자교육 중 소비자주권교육, 구매의사결정, 소비문화에 관한 교육수준은 월평균 소비액에 통계적으로 유의한 차이가 나타났다. 다섯째, 소비자교육 중 구매의사결정에 관한 교육수준이 높을수록 소비자의식 중 책임의식과 참여의식의 수준도 높은 것으로 나타났다. 또한 소비자교육 중 소비문화에 대한 교육은 소비자 참여의식에 영향을 주는 것으로 나타났다. 여섯째, 소비자교육 중 소비자주권에 관한 교육수준이 높을수록, 소비문화에 관한 교육수준이 높을수록, 소비자의 참여의 식이 높을수록 소비자행동 중 사용행동이 높게 나타났다. 또한 소비자주권교육 수준이 높고, 소비자책임의식이 높을수록 소비자처분행동에 긍정적 영향을 미치는 것으로 나타났다. 본 연구에서는 지금까지 연구되지 않았던 Z세대 소비자의 소비자의식과 소비자행동 그리고 소비자교육의 일반적 경향과 차이를 구체적으로 살펴보았다는 점에서 가치가 있다. The purpose of this study was to identify the factors affecting consumer behavior, as well as to understand their consumer consciousness, consumer behavior, general level of consumer education, and related variables for Generation Z consumers. Through this, the purpose of this study is to develop appropriate consumer education programs for Generation Z consumers and to provide basic data necessary for consumer policy. The main results of this study are as follows. First, as a result of examining the general level of consumer consciousness, consumer behavior and consumer education of Generation Z consumers, the average of consumer consciousness was 3.72 points, and the average of consumer behavior was 3.42 points, indicating that the level of consumer consciousness was higher than that of consumer behavior. Consumer education showed an average of 3.41 points. Second, among the consumer consciousness of Generation Z consumers, there was a statistically significant difference in rights consciousness according to gender, and responsibility consciousness showed a difference in monthly average consumption. There was a statistically significant difference in the awareness of participation in the year of birth and the average monthly consumption amount of residence. Third, among consumer behaviors, there was a difference in gender and place of residence in purchasing behavior, and statistically significant difference was found in place of residence and average monthly consumption in use behavior. The disposition behavior showed a statistically significant difference in the place of residence and the average monthly consumption. Fourth, among consumer education, the level of education on consumer sovereignty education, purchase decision making, and consumption culture showed statistically significant differences in monthly average consumption. Fifth, the higher the level of education regarding purchase decision-making among consumer education, the higher the level of responsibility and participation consciousness among consumers. In addition, among consumer education, education about consumption culture was found to have an effect on consumer participation consciousness. Sixth, among consumer education, the higher the level of education on consumer sovereignty, the higher the level of education on the consumption culture, and the higher the consumers awareness of participation, the higher the usage behavior among consumer behaviors. In addition, it was found that the higher the level of consumer sovereignty education and higher consumer responsibility consciousness had a positive effect on consumer disposition behavior. This study is valuable in that it examines in detail the consumer consciousness and behavior of Gen Z consumers, and general trends and differences in consumer education, which have not been studied so far.

Consumer Aggression in Online Distribution of the Game; Motivation of Negative Consumer Behaviors

Eikjoe KIM,Jongwoo LEE 한국유통과학회 2024 유통과학연구 Vol.22 No.8

Purpose: This paper aims to reveal similarities and differences in behaviors in negative consumer-brand relationships. Thus, we focused on consumer motivation which includes intensity and direction of behaviors. The motivation for negative customer behavior has been discussed in the context of brand hate, but there is only limited research that has tried to measure it using quantitative methods. We are trying to measure customers' motivation in negative consumer-brand relationships and reveal the relationship between in-field customers’ negative behaviors. Research design, data, and methodology: We adopt Reactive-Proactive aggression to measure the motivation of customers' behaviors in a negative consumer-brand relationship. Also, to reveal the relationship between in-field behavior and customer aggression, we survey Korean game communities to reactive-proactive aggression and behaviors, whether they participate, in each observed behavior during the serial negative consumer movements that occurred in the Korean game industry. As a methodology, we run multinomial logistic regression. Results: We observed 9 behaviors in this case, and we found that reactive-proactive aggression is related to participation and motivation of these behaviors. Conclusions: We suggest the potential of reactive-proactive aggression as motivation for customers' complex negative behaviors. Based on this potential, we hope reactive-proactive aggression could be used to reveal similarities and differences in behaviors in negative consumer-brand relationships.

TOWARD TRANSFORMATIVE RESILIENCE CAPACITY: SPORT INDUSTRY AND SPORT CONSUMER SPATIAL BEHAVIOR-BASED CONSUMER RESILIENCE

Changwook Kim,Seongjin Yoo,Min-Jun Kim,Sejin Ko,Jeounghak Lee 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

From the standpoint of developing a transformative service to create improvements in collective wellbeing (Anderson & Ostrom, 2015), evidence of a sport–resilience relationship is gradually accumulating in the literature (Kim et al., 2022). Sport management and social science scholars are making considerable efforts to understand how sport entities with transformative services can contribute to consumer resilience—an intervention through a sport consumption experience that affects people’s abilities to cope with adversity (Inoue et al., 2022; MacIntosh et al., 2020). However, little is known about the sport industry and spatial consumer behavior in terms of consumer resilience. Although previous researchers have identified a macro-level association between sport industry and community resilience from a bird's eye view (Kim et al., 2021), it could not determine how and where sport industry at a macro level can be related to individual-level resilience through metaphors of Consumer Desire. Specifically, the spatial patterns of sport consumption (i.e., consumer spatial behavior) can be a result of sport consumer behavior affected by spatial context upon heterogeneous features of sport industry across regions (Kim et al., 2021) in the environment–behavior paradigm (Olsson & Gale, 1968). The macrolevel clustering of the sport industry in a region (environment) can be a community resource to provide individuals with the opportunity for sport consumption (behavior), which promotes the micro-level psychosocial factors for sport consumer resilience (Inoue et al., 2022). Furthermore, recent work illustrates heterogeneous spatial interaction at the regional level of the sport industry and individual-level sport consumption (Kim et al., 2022), suggesting the elaboration of cross-level spatial interaction models (Kim et al., 2021). Accordingly, in this study we aim to not only (a) determine spatially heterogeneous interactions in the association between sport industry and consumer spatial behavior in affecting consumer resilience, but also (b) identify what effect spatial interaction has on cross-level relationships. Using data focused on a multiscale-based nested geographic structure (e.g., individual-level consumption by zip code, county, state, and nation) that could elucidate the sport consumer spatial behavior, We collected multiple types of data from Florida, including the location quotient of the main seven sport industries (e.g., sport facilities) and socioeconomic factors (e.g., social vulnerability) at the county level from secondary sources. In addition, we acquired individual-level data from Qualtrics panels (1,107 Florida residents) to measure sport consumer spatial behavior (e.g., location-based sport consumption experience) and consumer resilience using the Connor-Davidson Resilience Scale. To address spatial interaction and heterogeneity, we used a comprehensive analytical model for global and local spatial analysis, including a spatial multilevel mediation (SMM) model and multiscale geographically weighted regression (MGWR) model. As a result of the SMM model, the county-level cluster of sport facilities affected individual-level participatory sport consumption, which enhanced consumer resilience (cross-level interaction effect). However, considerable spatial non-stationarity appeared in the spatial interaction, indicating interregional interactions in the cross-level effects within a county. The results of MGWR indicated significant spatially heterogeneous patterns in the association between the cluster of sport facilities and participatory sport consumption. That is, it was clarified that the spatial heterogeneous effects of the clustering of sport facilities on sport consumer spatial behavior are associated with consumer resilience. This empirical interdisciplinary work, including sport management, geography, and consumer psychology, advances knowledge of consumer spatial behavior and resilience by demonstrating heterogeneous spatial interactions. Practically, the current study calls for spatial management planning and strategy in sport industry for enhancing consumer resilience through spatial sport consumption, considering spatially varying patterns.

기능성 식품에 대한 구매행동과 소비자 지식의 조절효과 분석

박명은(Myeongeun Park),유소이(Soye You) 한국농식품정책학회 2020 농업경영정책연구 Vol.47 No.1

The purpose of this study was to explain the consumer purchasing behavior for functional food. First, the process for functional food was explained by verifying an extended model that combined the theory of planned behavior and the behavioral reasoning theory. Consumer purchasing behavior for functional food was analyzed in connection with factors related to the inference process, including consumer value of functional food, expected benefit, risk perception, consumer knowledge, attitude related to purchasing behavior, subjective norm, perceived behavioral control, and behavioral process of purchasing intention. Second, the mediating effect was analyzed to examine the indirect effect of consumer value and attitude on the process of functional food. The moderating effect of consumer knowledge, which affects the inference process of consumer’s information exploration, was analyzed. The results were as follows. First, the consumer value of functional food was found to have a statistically significant effect on the expected benefit, perceived risk, and consumer attitude. Attitude toward functional food and perceived behavioral control had a significant effect on purchasing intention. Also, the expected benefit and perceived risk had a significant effect on consumer attitude. In this process, the expected benefit had a significant mediating effect on consumer value, attitude, and purchasing intention. Second, subjective knowledge of consumers about functional food had a significant moderating effect on the relationship between expected benefit and consumer attitude. This study might be expected to provide useful consumer information for establishing marketing strategies to promote purchasing functional food.

消費者價値, 環境意識, 以及購買綠色服裝産品的意愿

( Sea Hee Lee ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.3

Consumer awareness of and concerns for the environment have increased significantly and environmental concerns now represent one of the major factors in consumer decision making. While there have been many studies regarding green marketing, limited research has been conducted concerning the consumers` view on ethical issues in the fashion industry and its influence on their purchase behavior (Laroche, et al., 2001; Dickson, 2000; Butler & Francis, 1997). This study looks at the relationships among environmental consciousness, willingness to pay more toward environmentally friendly apparel products and buying behavior among college students. It also examines the effects of fashion involvement, which is considered one of the important values in apparel purchasing behavior. Laroch, et al.`s (2001) conceptual framework serves as a basis for the present research. In this framework, they consider factors that may influence consumers` willingness to pay more for environmentally friendly products using five categories: demographics, knowledge, values, attitudes and behavior. Among these five categories, four of them (knowledge, values, attitudes and behavior) were adopted and knowledge, attitudes and behavior were considered as an environmental consciousness and those were included as predictors of willingness to pay more for green apparel in this research. In addition, since many studies examined the hierarchical relationship between values, knowledge, attitudes, and behaviors, it was hypothesized that value (fashion involvement) will influence environmental consciousness (knowledge, attitudes, and behavior) and environmental consciousness will have direct effect on willingness to pay more for eco-friendly apparel products following reviews of literature. Based on the previous discussion, six hypotheses were developed: H1. Consumers who have higher fashion involvement value will have less environmental knowledge than those who have lower fashion involvement value. H2. Consumers who have higher fashion involvement value will have lower environmental concern than those who have lower fashion involvement value. H3. Consumers who have higher fashion involvement value will demonstrate fewer environmentally sensitive behaviors than consumers who have lower fashion involvement value. H4. Consumers who have more environmental knowledge will demonstrate a greater willingness to pay more for environmentally friendly apparel products than consumers who have less environmental knowledge. H5. Consumers who have higher environmental concerns will show higher willingness to pay more for environmentally friendly apparel products than consumers who have lower environmental concerns. H6. Consumers who are more involved in environmentally sensitive behaviors will have higher willingness to pay more for environmentally friendly apparel products than consumers who are less engaged in general environmental behaviors. The questionnaire was developed from existing measures of the variables and from the author. The participants were 150 undergraduate students attending a Midwestern university. To test the hypothesized model, linear structural equation modeling (LISREL 8) was performed. The findings of this study provide that university students who had more interest in fashion tended to know less about environmental issues, to show less concern about the environment, and to be involved less in the environmentally sensitive behaviors. According to the results, there was no relationship between environmental knowledge and willingness to pay more for eco-friendly apparel. This indicates that people who have more knowledge about the environment are not necessarily the consumers of eco-friendly apparel. The findings also show that college students who were more concerned about the environment tended to be willing to pay more for green apparel. College students who made more effort to conserve energy and natural resources also tended to be willing to spend more for green apparel. This research provides valuable insights for eco-friendly apparel product retailers and manufacturers by indicating that two dimensions of environmental consciousness (attitude and behavior) were good predictors of college students` willingness to spend more for green apparel. Environmentally sensitive behavior like conserving natural resources is a good indicator to intention to purchase environmentally friendly apparel products. Retailers and marketers might need to encourage students to be aware the importance of environmentally sensitive behaviors and to involve in those behaviors. Marketers in the fashion industry need to consider college students` environmental concerns and conserving natural resources behaviors when they make marketing decisions for environmentally-friendly apparel products. The apparel marketers also need to develop creative marketing strategies for the eco-friendly apparel products to persuade the fashion-conscious consumers. Although environmental knowledge was not related to intention to pay more for green apparel, it might be related to environmental concern or other environmental behavior. It is also suggested that apparel retailers and marketers should use a consistent and reliable message about their practice of green marketing in order not to confuse consumers.

마켓3.0 패러다임에 맞는 새로운 소비자 행동모델에 대한 연구

김준환(Kim, Jun Hwan),박보람(Park Bo Ram) 한국디자인문화학회 2016 한국디자인문화학회지 Vol.22 No.4

산업혁명이 도래되고 산업화가 본격적으로 시작되면서 기술의 발전과 경제위기 등의 결과로 마켓의 환경이 변화하였다. 기업은 가지고 있는 브랜드의 정체성을 유지시키고 지속적인 생존을 위해 새로운 마케팅을 강구하기 시작하면서 소비자들의 행동에 초점을 맞추어 다양한 전략을 제시하고 있다. 하지만 다양한 소비자의 니즈와 급변되는 환경으로 인해 기존의 소비자행동모델은 마켓3.0시대에서 그 단계가 충실히 이행되고 있다고 보기 힘들다. 따라서 본 연구는 마켓환경 변화에 따른 소비자 구매행동에 초점을 맞추어 마켓3.0에 맞는 새로운 소비자 행동모델을 제안하여 브랜드가 소비자의 구매를 유도하기 위한 전략에 필요한 이론적인 자료를 제공하고자하는 목적이 있으며 패러다임 변화에 따른 브랜드의 역할과 커뮤니케이션의 중요성에 대해 국내외 문헌, 선행된 논문과 단행본을 중심으로 이론적인 자료를 통해 진행하였다. 본 연구를 위해, 필립 코틀러의 「마켓3.0」에서 정의한 마켓 1.0~마켓3.0의 브랜드와 커뮤니케이션의 패러다임 변화에 대해 이론적으로 고찰하고, 온라인과 오프라인상에서의 소비자의 특징에 따른 소비자행동모형을 마켓 패러다임에 맞추어 비교분석하여 각각의 소비자행동모형에서 필요한 것들과 불필요한 것들을 선정하였다. 마켓 패러다임의 변화를 바탕으로 온 · 오프라인에서의 소비자구매 행동과정에서 AISAS모델은 공유단계 이후에 브랜드의 신뢰를 제공해야 한다는 점에서 확인의 C(Confirm)단계를 발견하였으며 AIDMA모델에서는 불확실성이라는 요인이 생기면서 총체적인 탐색/탐험단계인 E(Explore)단계가 추가되어야 한다는 점을 알 수 있었다. 이를 토대로 본 연구자는 마켓3.0의 통합적 소비자 행동모델인 MEASC모델을 제안하였다. M(Motivation)은 내/외부적인 총체적인 자극으로 인한 소비자의 동기부여의 단계, E(Explore)는 온 · 오프라인으로 제품이나 서비스를 알아가는 과정에서의 가치판단과 비교과정으로의 탐색/탐험, A(Action)는 구매경험, S(Search)는 행동에 대한 공유, C(Confirm)는 자신의 구매 행동에 대한 확인 및 공유한 정보의 확신의 단계로 기업의 신뢰성도 동시에 확인하는 단계이다. 온라인과 오프라인의 경계는 없으며 각 채널의 성격을 반영하여 본 연구자가 제안한 MEASC모델을 토대로 마켓3.0의 환경에서 소비자들에게 제공해야 될 브랜딩과 마케팅 전략을 강구해야 할 것이다. The effect of the consumer behavior of the market 3.0 paradigm on the brand as the industrial revolution approaches and the industrialization begins in earnest, the environment of market has changed due to the technical development and economic crisis. Companies focus on the consumers’ behavior as starting to seek for a new marketing to maintain the identity of the brand they have and for the continuous survival to suggest various strategies. However, in the environment various consumers’ needs rapidly change, it is hard to say the existing consumer behavior model is faithfully carrying out the stage in the market 3.0 era. Therefore, the purpose of this study is to suggest a new consumer behavior model according with the market 3.0 by focusing on the consumer purchase behavior following the market environment change in order to provide the theoretical materials necessary to the strategy for the brand to induce the consumer’s purchase. This study was conducted through the theoretical material focusing on the domestic/overseas literatures, antecedent thesis and books with regard to the brand’s role following the paradigm change and the importance of the communication. For this study, Theoretically consider the paradigm changes in brands and communication in Market 1.0~Market 3.0 as defined at 「Market 3.0」 by Philip Kotler and compare and analyze models of consumer behavior based on consumer characteristics online and offline according to the paradigm of the market and selected necessary and unnecessary in each model of consumer behavior. The stage C(confirmation) was discovered in the way that the AISAS model should provide the trust of brand after the sharing stage in the consumer purchase behavior process on/offline based on the change of market paradigm. It was confirmed the stage E(Explore), a general search/exploration stage, should be added as a factor named uncertainty was created in the AIDMA model. On the basis of this, this researcher suggests MEASC model, the on/offline integrative consumer behavior model of the market3.0. M(motivation) is a stage of the consumer motivation by the internal/external overall stimulus, E(Explore) is the value judgment while knowing the products or service online and offline and the search/exploration to the comparative process, A(Action) is the purchase experience, S(Search) is sharing of behavior, C(Confirm) is a stage to confirm one’s purchase behavior and the shared information, which is a stage to confirm the corporate reliability at the same time. There is no boundary between online and offline. The branding and marketing strategy will have to be sought which should be provided for consumers in the market 3.0 environment on the basis of MEASC model suggested by this researcher by reflecting the character of each channel.

고객불량행동의 유형적 특성이 부정적 구전 및 재발 가능성에 미치는 영향: 은행업종을 중심으로

박성우,양성병 한국기업경영학회 2019 기업경영연구 Vol.26 No.2

Recently, damage and adverse effects of companies have been on the rise by some malicious consumers who do the deviant consumer behavior. As a result, most of good consumers are also frequently suffering from them, which is no exception in the banking industry as well. Currently, some in-depth studies on the concept and effect of this deviant consumer behavior have been conducted; yet, none of them investigated in the context of banking industry. To fill this gap, this study attempts to identify the types of deviant consumer behavior (i.e., obstinate, intentional, habitual, deceptive, and excessive types) that occurs in the banking industry and investigate the impact of these types on the secondary potential behavior (i.e., the possibility of negative word-of-mouth and recurrence). In addition, the moderating role of work types (i.e., face-to-face vs. non-face-to-face) in these relationships is also investigated in the context of banking. 176 samples from online survey questionnaire were collected from employees who have at least once experienced the deviant consumer behavior in the banking industry, and empirically tested using a structural equation modeling technique. The results show that intentional and excessive types of deviant consumer behavior have a significant impact on the possibility of negative word-of-mouth, while, exception for the obstinate type, all other four types of deviant consumer behavior have a significant effect on the possibility of recurrence. In addition, it is found that work types have a moderating effect on the relationships between the five different types of deviant consumer behavior and the possibility of negative word-of-mouth/recurrence. As the importance of dealing with deviant consumer behavior grows especially in the banking environment, the results of this study would provide some guidelines to managers who want to distinguish individuals with deviant consumer behavior from general consumers and develop specific and active response strategies for different types of deviant consumer behavior. 최근 고객불량행동을 일삼는 일부 소비자들에 의해 기업이 입는 피해와 부정적인 영향이 가중되고 있다. 이로 인해 대부분의 선량한 소비자들까지 피해를 보는 사례도 빈번하게 발생하고 있는데, 이러한 현상은 은행업종에서도 예외 없이 나타나고 있다. 이러한 고객불량행동에 대한 개념정립 및 영향에 대한 연구는 비교적 활발히 이뤄지고 있으나, 은행업종에 초점을 맞춰 진행된 연구는 전무한 실정이다. 이에 본 연구는 은행업종에서 발생하는 고객불량행동의 유형을 파악함과 동시에, 각 유형별 특성(억지형, 고의형, 상습형, 기만형, 과도형)이 2차 행동가능성(부정적 구전가능성, 재발가능성)에 미치는 영향에 대해 실증하는 것을 목적으로 한다. 또한, 조절변수인 업무유형(직접 대면부서 vs. 간접 대면부서)에 따른 영향력의 차이도 함께 살펴보고자 한다. 고객불량행동을 경험한 은행업종 종사자를 대상으로 온라인 설문을 통해 수집한 176개의 표본을 활용하여 구조방정식모델 분석을 실시한 결과, 고객불량행동의 다섯 가지 유형 가운데 고의형과 과도형이 부정적 구전가능성에 유의한 영향을 미치는 것으로 나타났으며, 억지형을 제외한 모든 유형특성이 재발가능성에 유의한 영향을 미치는 것으로 확인되었다. 또한, 업무유형의 조절효과 분석결과, 상습형과 기만형이 부정적 구전가능성에 주는 영향과, 상습형, 기만형 및 과도형이 재발가능성에 주는 영향에 대해 업무유형이 조절효과를 가지는 것을 확인하였다. 본 연구결과를 통해 은행업종의 관점에서 고객불량행동을 효율적 및 효과적으로 관리하는 가이드라인을 제시할 수 있을 것으로 기대한다.

A Study on Green Consumer Segmentation Based on Socio-Demographics and Behavioral Responses: Renewing the Relationships between Socio-demographics and Green Behavior

Kim, Young Doo Korean Marketing Association 2015 ASIA MARKETING JOURNAL Vol.17 No.1

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.