본 연구는 베트남 여성의 한국화장품 브랜드이미지 및 추구혜택과 구매행동간의 관계를 규명하여 한국화장품 수출 증대를 위한 기초자료를 제공하는 것에 목적이 있다. 연구대상은 한국화장품 구매 경험이 있는 베트남에 거주하는 20대 이상의 베트남 여성으로 하였으며, 조사 기간은 2022년 12월 1일부터 12월 20일까지 온라인 설문조사를 실시하였고, 설문지는 총 ...350부를 배포하여 불성실한 설문지 36부를 제외한 314부를 최종 분석하였다. 수집된 자료는 SPSS 25.0을 활용하여 빈도분석, 탐색적 요인분석, 기술통계, 상관관계 분석, 회귀분석을 실시하였다. 분석 결과, 측정도구의 요인분석은 타당성 및 신뢰도를 확보하였고, 브랜드이미지와 구매행동은 1개의 요인으로 도출되었으며, 추구혜택은 3개의 요인으로 도출되어 요인 1은 ‘경제성 추구’, 요인 2는 ‘기능성 추구’, 요인 3은 ‘브랜드 추구’로 명명하였다. 주요 변수의 기술통계 및 각 변수 간 상관관계는 브랜드 이미지는 구매행동과 정(+)의 상관관계가 있는 것으로 나타났고, 추구혜택의 하위요인별 브랜드 추구, 기능성 추구, 경제성 추구도 구매행동과 정(+)의 상관관계가 있는 것으로 나타났다. 한국화장품 브랜드이미지가 구매행동에 미치는 영향은 독립변수로써 브랜드이미지는 구매행동에 유의미한 정(+)의 영향을 미치는 것으로 나타나 베트남 여성의 한국화장품 브랜드이미지가 높을수록 구매행동도 높아지는 것으로 볼 수 있다. 한국화장품 추구혜택이 구매행동에 미치는 영향에서 독립변수별로 추구혜택의 하위요인별 경제성 추구, 브랜드 추구, 기능성 추구가 구매행동에 유의미한 정(+)의 영향을 미치는 것으로 나타나 베트남 여성의 한국화장품 추구혜택 중 경제성 추구, 브랜드 추구, 기능성 추구혜택이 높을수록 구매행동도 높아지는 것으로 볼 수 있다.
The purpose of this study is to identify the relationship between Vietnamese women’s Korean cosmetics brand image and Pursuit benefits and purchasing behavior, and to provide preliminary data for increasing Korean cosmetics exports.The subjects of the study were Vietnamese women in their 20s or older residing in Vietnam who had experience in purchasing Korean cosmetics. 314 copies of the questionnaire, excluding 36 copies of the insincere questionnaire, were finally analyzed. The collected data were subjected to frequency analysis, exploratory factor analysis, descriptive statistics, correlation analysis, and regression analysis using SPSS 25.0. As a result of the analysis, the validity and reliability of the factor analysis of the measurement tool were secured, brand image and purchase behavior were derived as one factor, and Pursuit benefits were derived as three factors, with factor 1 being ‘pursuit of economic feasibility’ and factor 2 ‘Functionality Pursuit’ and factor 3 were named ‘Brand Pursuit’. The descriptive statistics of the main variables and the correlation between each variable showed that the brand image had a positive (+) correlation with the purchasing behavior process, and the brand pursuit by sub-factors of benefits sought, the pursuit of functionality, and the pursuit of economic feasibility were also positively correlated with the purchasing behavior. (+) correlation was found. The influence of Korean cosmetics brand image on purchase behavior is an independent variable, and brand image has a significant positive (+) effect on purchase behavior. In terms of the effect of Korean cosmetics benefits on purchase behavior, it was found that economic feasibility, brand pursuit, and functional pursuit by sub-factors of benefits sought by independent variables had a significant positive (+) effect on purchase behavior. Among them, it can be seen that the higher the benefits of pursuing economic feasibility, pursuing brand, and pursuing functionality, the higher the purchasing behavior.
This work explores marketing data development beginning with consumer panels and extending into today’s Big Data. Its intent is to overview how Big Data builds on the former and how each possesses ...uniqueness. For example, a key strength of consumer panel data is its ability to link consumer characteristics with purchase behavior, while Big Data and its lack of structure has concerns with consumer characteristic revelation, yet can provide strong consumer insights. Overall, the study overviews the potential, issues and future of Big Data in the context of marketing.
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EMUNI, FIS, FZAB, GEOZS, GIS, IJS, IMTLJ, KILJ, KISLJ, MFDPS, NLZOH, NUK, OBVAL, OILJ, PNG, SAZU, SBCE, SBJE, SBMB, SBNM, UKNU, UL, UM, UPUK, VKSCE, ZAGLJ
Packaging is tools to deliver a product that represents the products and services of a product. In the hyper-competition business, packaging becomes one of its customer decisions to buy the product. ...Packaging and labeling coffee product created brand trust and brand image coffee product. It was much bigger through the packaging and labeling coffee produces will increase brand image and brand trust so the customer will decide to buy the coffee product. The purpose of this research is to know the influence of packaging and labeling to purchase behavior through the brand image and brand trust consumers of coffee bean from and coffee powder across a number of grocery stores, traditional market and modern market channels at Jakarta and surrounding.
Deal of the day Boon, Edward; Pitt, Leyland; Ofek, Nir
Tourism and hospitality research,
04/2015, Volume:
15, Issue:
2
Journal Article
Peer reviewed
Deal of the day is a form of sales promotion that offers merchants the possibility to promote their product at a discount to a mailing list of subscribers that is managed by an intermediary. The ...objective of the study presented in this paper is to learn more about the development of deal of the day and to assess its attractiveness for merchants. For this purpose, the study examines the purchase history database of a small Swiss deal website. The key findings are: the deal of the day industry is still growing steadily, and late subscribers are as attractive as early adopters; most subscribers buy only one deal or none at all; and only a minority of subscribers buys deals frequently enough to be labeled as high-frequency purchasers. The findings offer insight into the past and future development of deal of the day and show that there are segments within the subscriber base that intermediaries need to treat differently.
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BFBNIB, NMLJ, NUK, OILJ, PNG, SAZU, UKNU, UL, UM, UPUK
The Indian aviation industry has seen significant developments since the deregulation in 1994. The industry now has several major airline firms operating in both full-service and limited service (low ...cost) segments. By 2014, it is projected that India's airline sector will service nearly 100 million passengers spread over 200 million flight tickets. The Internet has also accentuated the growth and evolution of the market by facilitating greater transparency of prices combined with ubiquitous reach. However, little is known about this evolving domain of purchase behavior in the Indian context where multiple channels (both offline and online) prevail. The purpose of this study was to determine the factors that determine offline versus online purchase behaviors of air travel tickets. Findings indicate that age, education, nature of Internet usage orientation, and the time spent online serve as key differentiators between offline and online options in the purchase of air travel tickets. Conceptual and practical implications for industry are discussed.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
This study examines how experiential brand factors are related to perceived domain-specific innovativeness. We further investigate how domain-specific innovativeness predicts the phase of innovation ...diffusion. To accomplish these objectives, we employ an integrative perspective of consumer innovativeness and decision process. Results suggest that information utilization, diagnostic attributes and post-purchase behavior are important predictors of consumer innovativeness. In addition, consumer innovativeness predicts the diffusion of new product adoption. The findings and implications are discussed.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
Learning user preferences by modeling historical purchase behaviors has significantly succeeded in existing recommender systems. Most use trained models to make predictions for users, and they assume ...that the training data samples and test data sample sets come from the same distribution. However, in practical applications, the distribution of users' true preferences may be more complicated, and data drift can easily make the trained model invalid on the test dataset. In this case, to accurately model user preferences based on their historical behavior, two difficulties need to be addressed. First, it is difficult to model various purchase behavior shift situations due to their complexity. Second, inferring users' true preferences from the complicated shifting cases is challenging. To solve the above problems, we build a robust recommender system to predict possible user purchase shifts and make recommendations for users. First, we propose a simulating strategy to cover possible scenarios when user purchase behavior shifts. Second, we build a novel voting framework to ensure the robustness of predicting results based on learned preferences. Extensive experiments were conducted, and the results demonstrate the outstanding performance of the proposed method on MovieLens-1M and LastFM datasets, providing at most 37.31% and 30.95% relative performance gains, respectively.
Most western countries are currently using more of the earth’s resources than they produce, exhausting the earth and causing permanent damage. This study aims to determine how people can be nudged ...towards more ecological consumer behavior when using web supermarkets. An experimental website and a survey are created to explore consumers’ willingness to try more ecological alternatives. The results confirm that digital nudges – more specifically, the decoy effect and the middle-option bias – can guide participants towards more ecological meat alternatives, as compared to a website without nudges. We also investigated the influence of price tags by also including scenarios without price information – with and without nudging. Without price information, our participants steered towards more sustainable (organic) alternatives even without nudges; the effect of the nudges was limited in these situations, without price tags, only the middle-option nudge managed to convince participants to take the even more ecological, vegetarian alternative. The combined results lead to the belief that the decision to not opt for organic meat is primarily motivated by price, whereas the decision to go vegetarian (arguably even more sustainable) is not motivated by price, but rather by the effect of the nudges.
The first intention of this research is to test if Wells and Gubar's model (1966) of consumer behavior, based on the life cycle, still explains the Canadian population's consumption behavior. A ...second objective, if warranted, is to determine the possibility to segment the Canadian population based on life cycles with the aim of explaining garment/apparel consumption. Using the Survey of Household Spending from Statistics Canada (2009), this article analyses total clothing expenditures and their subcategories of expenses for women and girls, men and boys, and children. Each expense is analyzed using two different data: (1) gross amount of money spent annually and (2) percentage of the category on household total spending. The three hypotheses of this research are validated, confirming (H1) the non-representativeness of Wells and Gubar's model; (H2) the importance of integrating single households in the life-cycle model since their purchase behaviors are significantly different from those of traditional households; (H3) the possibility to segment based on life-cycle criteria to better understand Canadian realities.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
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