• Title, Summary, Keyword: 제품태도

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An Influence on Attitude of Korean Product of the Korean Wave Storm in Uzbekistan Market (우즈베키스탄 시장에서의 한류열풍이 한국제품의 태도에 미치는 영향)

  • Bae, Il Hyun;Kim, Jang Hyun
    • International Area Studies Review
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    • v.16 no.1
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    • pp.175-195
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    • 2012
  • Until now, many researches related to Korean Wave were focused on China and Japan. So, this study extend a scope of research about Korean Wave to Uzbekistan. Especially, we focused on relationship of perception on Korean Wave, self-congruity, attitude on Korean entertainment products and attitude on Korean consumer products. In conclusion, the 6 hypotheses were all supported. It was verified that self-congruity and attitude on Korean entertainment products is the very important factor. That is to say, we find that these two factors have a mediating role between perception on Korean Wave and attitude on Korean consumer products. This study's results are can use to raise Korean wave storm in Uzbekistan. Also, companies can use to improve its sale through a our study's results.

Influence of Product Similarity between Parent Brand and Extended Brand on Extended Product Evaluation - Focus on Franchise Brand - (모브랜드 제품-확장브랜드 제품간 유사성이 확장제품평가에 미치는 영향 - 프랜차이즈 브랜드를 중심으로 -)

  • Kim, Ki-Suk;Shin, Bong-Sup
    • The Journal of the Korea Contents Association
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    • v.11 no.11
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    • pp.378-389
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    • 2011
  • This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.

Relationship among the Sports Sponsorship, Product Attitude and Purchase Intention (스포츠 스폰서십, 제품태도 및 구매의도의 관계)

  • Xiong, jian-yong;Kim, won-kyum
    • Proceedings of the Korea Contents Association Conference
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    • pp.1222-1228
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    • 2009
  • Recently, industrialization of sports is consisting rapidly as social part of sports is magnified by diffusion of domestic sports market and sport consumer's increase. Sports sponsorship has property of a communication policy too and contributes to climb general communication effect of corporation. The purpose of this study is that we are to review relationship among the sports sponsorship, product attitude and purchase Intention. The results of research hypotheses are that sports players, events sponsorship have effect on product attitude except teams sponsorship, then product attitude has an effect on purchase intention.

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An Influence on Image and Purchase Intention of Korean Product of the Korean Wave Storm by Success of Entertainment Product -Focused on Japanese Market- (엔터테인먼트상품의 성공으로 인한 한류열풍이 한국제품의 이미지와 구매의도에 미치는 영향 -일본시장을 중심으로-)

  • Bae, Il-Hyun;Kim, Jang-Hyun
    • International Area Studies Review
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    • v.12 no.2
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    • pp.175-201
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    • 2008
  • From near and far, Koren wave(Hallyu) become a familiar term. In Japan, Bae Yong-joon, hero of the phenomenally popular drama "Winter Sonata", "Yonsama", a nickname coined by Japanese fans. So, we research about relationship of attitude on Korean wave, image on Korean product, an attitude on Korean product and purchase intention of Korean product in Japanese market. The results are summarized as follows: First, attitude on Korean wave positive impact on Korean product image. Second, attitude on Korean wave positive impact on attitude on Korean product. Third, image on Korean product significant impact on attitude on Korean product. Fourth, image on Korean product significant impact on purchase intention of Korean product. Finally, attitude on Korean product positive impact on purchase intention of Korean product.

Clothing Products Evaluation according to Self-Image and Clothing Attitudes (자기이미지와 의복태도에 따른 의류제품평가)

  • Lee, Sun-Jae;Kim, Eun-Sook
    • Journal of the Korean Society of Clothing and Textiles
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    • v.27 no.12
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    • pp.1424-1433
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    • 2003
  • 본 연구는 소비자의 의류제품평가에 있어 개인적ㆍ심리적 요인인 자기이미지 및 의복태도의 관련성을 살펴보고자 하였다. 연구결과, 소비자의 의류제품평가는 다차원적인 구조를 가지며, 외관적, 성능적, 외재적, 표현적 요소로 세분화되어 사용되고 있음을 알 수 있었다. 또한 소비자의 자기이미지와 의복태도에 따라 의류제품 평가기준과 의복선호스타일에 유의한 차이가 나타남으로써 이들이 소비자의 의류제품 평가에 영향을 미치는 중요한 변인이라는 것을 확인할 수 있었다. 따라서 이러한 소비자의 자기이미지 및 의복태도는 감성이나 이미지와 같은 요소들의 중요성이 증가하고 있는 최근의 의류시장의 경향에 부합하여 시장세분화의 효과적인 변수로 사용될 수 있을 것이다. 이와 함께 자기이미지 및 의복태도를 통해 세분화된 표적시장 소비자들이 보다 중요시하는 의류제품평가의 차원들을 파악하고 이를 강화함으로써 보다 효율적인 마케팅 전략을 수립할 수 있을 것이다.

Factors Influencing Consumer's Attitude and Buying Behavior on the Green Products (친환경 제품에 대한 태도와 구매행동에 영향을 미치는 요인)

  • Yang, In Mog;Park, Cheol
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.7 no.4
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    • pp.55-64
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    • 2012
  • This study was carried out to analyze factors influencing Korean consumers' attitude and buying behavior on the green products. The research model was constructed that values and personality variables affect on attitudes and the attitudes affect on buying behavior. Variables in the model were selected altruism and collectivism values, dominance and tolerance as personality. The results show that altruism, collectivism and tolerance have significant positive influence on the attitudes, but dominance has not. Attitudes on the green products connect to buying them positively. When consumers buy green products, a high price factor and distrust about the benefits of green products were investigated the largest concerns. We emphasize it is important based on the results of this study that green marketing should focus on social values, find consumer benefits and use trusty ways to communicate with consumers. Also, we need leadership and self-respect based on altruism and collectivism for the sustain ability of our society.

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Advertising effects of tendency of Facebook user's writing 'comment' and the number of 'like' in posting (페이스북 사용자의 '댓글'반응경향과 게시글의 '좋아요' 수가 광고효과에 미치는 영향)

  • Park, Euna;Jee, Yong-Hyen
    • Journal of the Korea Convergence Society
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    • v.10 no.7
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    • pp.109-114
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    • 2019
  • This study explored how the tendency of writing 'comment' by Facebook users and the number of 'like' in posting message affected to product attitude, purchasing intention. One hundred thirty five male and female college students were divided into groups with high/low tendency of writing 'comment'. The subjects had to read posting message about athlete shoes on Facebook's newsfeed, different from the conditions under which the 'like' in the posting was high and low. Then, they were responded product attitude and the intention of purchasing. The results of two-way ANOVA showed that the users with low tendency of writing 'comment' displayed more positive product attitude and higher willingness to purchase under condition with a high 'like' number of posting than under condition with a low 'like' number of it.

Effects of the Direction of Online Reviews on Information Reliability and Product Attitude - Base on the Moderating Role of Shopping Experience and Product Type - (온라인 사용후기 방향성이 정보 신뢰성과 제품태도에 미치는 영향 - 쇼핑경험과 제품유형의 조절적 역할 -)

  • Moon, Jae-Hak
    • Management & Information Systems Review
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    • v.33 no.4
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    • pp.49-62
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    • 2014
  • The current study extends previous research by investigating the role of shopping experience and product type within the direction of online reviews and information reliability and product attitude. To test the hypotheses, this study conducted experimental designs. Direction of online reviews and product type were manipulated as between-subject factors. Then participants were classified into high or low group based on their shopping frequency. Dependent variable was information reliability and product attitude. The results indicate that direction of online reviews have a significant effect on both information reliability and product attitude. In addition, consumers' shopping experience also shows a moderating effect between the direction of online reviews and the dependent variables. Furthermore, product type also shows a moderating effect on the information reliability, yet not on the product attitude. The results of this study contribute to the literature as a new attempt to examine the direction of online reviews in the online shopping area. We also indicated the limitations of this study, and suggested the future research directions.

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The Impact on the Korea Characteristic influence on the Attitude of Luxury Product : focus on Strategic Implication in Luxury Ad (한국인의 우쭐과 체면성향이 명품 제품태도에 미치는 영향 : 명품광고 제작시사점을 중심으로)

  • Yu, Seung-Yeob;Youm, Dong-Sup
    • Journal of Digital Convergence
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    • v.10 no.1
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    • pp.203-213
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    • 2012
  • This paper attempts to find out the psychological characteristic factors of Korean consumers, and to identify how they influence consumers' attitudes toward the products for the world famous brands. The related literature refers face-consciousness trait, boast trait and ritualism trait to the main research objectives of this research. As results, 3 underlying factors are found to underly the 'Chemyon(social face)', 6 factors to 'Uzzul(Boasting)'. Multiple regression analysis reports that 'Uzzul(Boasting)' trait has a significant influence over the consumer's attitudes toward the product for the famous brands, and Chemyon(social face) trait has the same effects as well though with less statistical weight. The paper's findings suggests academically that we need more serious research endeavor to understand consumption propensities that are salient to Korean consumers. And, they also imply that advertising creative director would implement the knowledge in developing creative strategy for brand advertising.

Factors Influencing Product Purchase Intention in Taobao Live Streaming Shopping (타오바오 라이브 스트리밍 쇼핑의 제품 구매 의도에 영향을 미치는 요인)

  • Wang, Zhaoxing;Lee, Sang-Joon;Lee, Kyeong-Rak
    • Journal of Digital Contents Society
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    • v.19 no.4
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    • pp.649-659
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    • 2018
  • We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.