• Journal of Korea Society of Digital Industry and Information Management
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• v.8 no.3
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• pp.185-198
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• 2012

This paper is to analyze consumer's acceptance phase of innovative IT product on the ground of dividing into product and application phase. In the acceptance phase of product determinants to consumer's satisfaction were analyzed and TAM(Technology Acceptance Model) were applied to the acceptance phase of application. It is analyzed that how well expected usefulness and perceived satisfaction to product have positively influence its performance and perceived satisfaction respectively in the acceptance phase of the product. In the acceptance phase of application, factors to consumers' satisfaction were analyzed to investigate its influence to the usefulness of application. Usefulness expectancy to the application and product were analyzed to figure out consumers'intention to use the product and effort and cost going into application use were also analyzed. Empirical study was implemented aimed at smart phone users. As a result, perceived usefulness expectancy to product have positively influence on perceived product performance and perceived product performance also affects perceived product satisfaction significantly. Although product satisfaction doesn't affect usefulness expectancy to the application, usefulness expectancy to the product and perceived product performance have positively influence on usefulness expectancy to the application significantly. And also usefulness expectancy to the both of application and product have positively influence on consumer's intention to use the product but consumer's effort and cost going into application doesn't affect to it, it's hold forth the possibility that consumer's effort affect consumer's intention to use the product.

• International Journal of Human Ecology
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• v.6 no.2
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• pp.63-72
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• 2005

This paper considered the impact of changing the product liability rule from consumer to producer liability on product safety under asymmetric information. In particular, it has been attempted to remove several constraints on antecedent studies. The main results of the study are as follows: under the misperception of the risk on a product, consumers may underestimate the probability of product failure. In this case, the accident rate can be lowered under the producer's liability rule. However, even under the asymmetric information, a consumer's estimation on the probability may be converged with the expected risk level, which could be called the 'rational expectation.' In this situation the probability of product failure can be lowered under the strict liability with contributory negligence. Additionally, it is possible to reduce the probability of product failure when a legal rule that imposes liability on cheapest cost avoider is admitted.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2005.05a
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• pp.545-553
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• 2005

The purpose of this study is to analyse consumer injury and to find current status of industrial consumer injury in the field of consumer product. Also the subject under analysis is to develop a design guidance for the consumer product safety. we used consulting data of Korea Consumer Protection Board, Korea Product Liability Consulting Center and referred to statistic data of Korea National Statistical Office. Consumer injury data of Korea is insufficient comparing with leading industrialized nations. Therefore, we categorized hazard factors based on current injury data in Korea instead of analysing injury data statistically. And we analyse the hazard factors using the analytic hierarchy process in this study. Through the results, we defined the Consumer Injury Index(CII) to develop a design guidance for the consumer product safety.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.5
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• pp.663-674
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• 2002

The objectives of this study were 1) to ascertain whether there was a difference in product performance (expressive or instrumental), which consumer recognized after using, related to consumer involvement toward clothing, 2) to clarify the effect of product performance on consumption emotion(positive or negative), 3) to investigate the effect of consumption emotion on satisfaction, and 4) to find out whether product performance had a direct effect on satisfaction toward product. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Confirmatory factor analysis and structural equation model analysis were used to analyze the data. The results were as follows: 1) Consumer involvement had an effect on product performances but it was related to the expressive product performance more than to the instrumental product performance. 2) Product performance had positive influence on positive consumption emotion, while it had negative influence on negative consumption emotion. The results revealed that there were significant relationships between product performance and consumption emotion. 3) Positive consumption emotion had a positive effect on consumer satisfaction, on the other hand negative consumption emotion had a negative effect on consumer satisfaction. 4) Although the direct effects of product performances on satisfaction were larger than the indirect effects, product performance was greatly influential in consumption emotion and consumption emotion was strongly related to consumer satisfaction. Therefore, consumption emotion is an important determinant variable in the process of consumer satisfaction.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.539-544
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• 2007

Infomediary, playing an important role in e-commerce, provides refined a product information and the price dispersion of product. This paper use the elaboration likelihood model to explain how level of involvement with a product moderates the impact of price dispersion and product information quality on product attitude. The study produces three major findings : (1) the quality of product information produced by infomediary has a positive effect on consumers' product attitude, (2) For low-involvement consumer, price dispersion of product positively affect consumers' product attitude. For high-involvement consumer, negatively affect, (3) low-involvement consumer are affected by the price dispersion rather than the quality of product information, but high-involvement consumer are affect by price dispersion mainly when the quality of product is low. These finding have implications for on-line infomediaries in terms of how to manage their users.

• Journal of the Korean Home Economics Association
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• v.35 no.3
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• pp.259-274
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• 1997

This research explores the consumer perspective on several questions relating to product liability. The purpose of this study was (1) to assess consumers' attitudes level toward product liability, and (2) to identify respondents' socio-economic and consumer related variables that influence attitudes toward product liability. Data were collected from questionaires with 319 adults who were residents of Seoul. This paper presents the results of general agreement(2.59-3.58 by 4 point likert) concerning important issues related product liability. The attitudes toward product liability were significant partly according to education level, job, monthly family income, consumer education experience, the experience of reading journals, consumer information contact frequency and product safety orientation.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.408-422
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• 2010

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.3
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• pp.334-346
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• 2014

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

• Journal of the Korean Society for Precision Engineering
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• v.33 no.5
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• pp.349-356
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• 2016

This study investigates the effects of convergence firefighter helmet attributes on consumer attitude toward the product and willingness-to-pay. The results of empirical analysis are as follows. First, consumer attitude toward the convergence product is more favorable when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer attitude toward the convergence product is less favorable when the perceived risk of the convergence product's attributes is high. Second, consumer willingness-to-pay for the convergence product is higher when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer willingness-to-pay for the convergence product is lower when the perceived risk of the convergence product's attributes is high. Based on our results, the implications are discussed for the further development of convergence products.

• Human Ecology Research
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• v.53 no.4
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• pp.341-350
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• 2015

This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-$\grave{a}$-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's ${\alpha}$ reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.