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This paper investigates the factors affecting the brand extension of lifebuoy i.e. Brand equity, Brand loyalty, Brand image, customer innovativeness, Similarity fit, Brand association and Consumer behaviour. Quantitative approach was utilized in this paper. Data was collected from 150 students enrolled in graduate and post-graduate level programmes in Department of Management Sciences, The Islamia University of Bahawalpur, through convenience sampling approach with the help of structured verified questionnaire. A series of statistical techniques i.e. Cronbach’s alpha, Multicollinearity, Correlation and Regression analysis were applied with the help of software SPSS. The results depicts that extensions into same categories to the original brand tends to be readily accepted. Brand equity and Brand loyalty increases after successful brand extension and are highly positive correlated with brand extension. It also showed the relationship between the brand image and brand extension. Customer innovativeness and consumer behaviour speeds up after successful brand extension. Results showed that Similarity fit have positive effect on brand extension, and also brand extension increases with brand association. Important guiding principle for future research would be to include large pool of respondents for in-depth analysis to understand the effect of culture also. It is suggested that companies should launch extensions with high similarity fit. Moreover, greater effort is required to extend low equity brands. Finally, companies need to know what the perception of consumers about their brands is, and how they evaluate it. It is noted that feedback effects of the same brand extensions can vary due to cultural differences between consumers.

This study deals with Omni-Channel newly appeared in distribution market. Consumers go through a process of searching for and purchasing information about products using various distribution channels. With the development of ICT, there have been a lot of changes in the distribution market, and Omni-Channel is a distribution channel suitable for this flow and has a reciprocal function between consumers and sellers. The barrier that consumers face when using Omni-Channel is Information and Communication Technology (ICT). Omni-Channel should be equipped with the knowledge and use of smart phones and tablet PCs that act as links between channels. Omni-Channel is a transitional channel that new approaches and initiatives are being conducted. Future research on consumer lifestyle related to the use of Omni-Channel is needed.

This paper aims to present colour theories and show how they can be used to explain consumer's preferences of some products over others. It will, furthermore, attempt to link these theories to the design industry and look at how colour associations determine product success. Due to associative learning and personal preference, the colours of objects can cause consumers to either favour or dislike products over those with identical functions and efficiency. Age and gender affect the preferred colour choices of the individual, making some products more popular to particular groups of potential consumers. Designers can utilise colour theories to ensure that they use the most appropriate colour schemes to maximise and appeal to their targeted market successfully. A survey was conducted with 100 participants. It demonstrates the associative links between colours, emotions and product categories. It can be shown that the colour of an object can contribute to its success or failure in the market based on a number of different criteria. The design must use colour confidently to evoke certain emotions or connotations and must be carried out appropriately. The designer also has to consider whom it is that be viewing it and making the decision of preference.

본 연구는 청소년 소비활동특성, 브랜드 이미지, 브랜드 애호도의 관계를 실증적으로 규명하는데 그 목적이 있었다. 연구대상은 제주지역 고등학생으로 편의표본추출법을 이용하여 표집 하였다. 설문조사에 참여한 인원은 312명이었으며, 이후 미비한 자료를 제외한 301부를 실제분석에 사용하였다. 자료처리는 SPSS 12.0과 AMOS 7.0 프로그램을 활용하였으며 요인분석, 상관분석, 다중회귀분석, 경로분석이 이용되었다. 자료 분석을 통한 연구결과는 다음과 같다. 첫째, 청소년의 소비행동특성 중 계획적 구매, 충동적 구매, 동조적 구매가 브랜드 자아 일치성에 유의한 영향을 미치고 있는 것으로 나타났고, 기능적 브랜드 이미지에는 계획적 구매 요인만이 영향을 미치며, 정서적 브랜드 이미지에는 계획적 구매와 충동적 구매가 유의한 영향을 미치는 것으로 확인되었다. 둘째, 브랜드 이미지 중 브랜드 자아 일치성과 정서적 브랜드 이미지가 브랜드 애호도에 유의한 영향을 미치고 있음을 확인할 수 있었다. 특히 브랜드의 자아동일시 지각이 클수록 브랜드 애호도에 가장 큰 영향을 미치는 것으로 확인되었다. 셋째, 청소년의 소비행동 특성과 브랜드 애호도 사이에서 브랜드 이미지가 미치는 매개효과를 검증한 결과 브랜드 자아 일치성은 모든 경로에서 유의한 매개효과를 나타냈고, 기능적 브랜드 이미지는 계획적 구매와 관련해서만 유의한 매개 효과를, 정서적 브랜드 이미지는 동조적 구매를 제외한 모든 경로에서 유의한 매개효과를 나타냈다.

The purpose of this study was to investigate the effects of teenagers' consumer behaviour characteristics on brand image and brand loyalty. To accomplish the purpose of this study, the theoretical background was described along with a review of related literature about consumer behaviour, brand image and brand loyalty. Based on literature review, research model and hypotheses were established and empirical analysis were performed for testing the hypotheses. Based on the literature review, questionnaire items were developed and survey was conducted to high school students in Jeju using convenience sampling methods. Total 312 questionnaires were collected and 301 questionnaires used for the final analysis expert for inappropriate questionnaires. As for the analysis methods, SPSS 12.0 and AMOS 7.0 program were employed and also factor analysis, correlation analysis and multiple regression analysis were performed for the statistical analysis. The results of this study as follows. First, the results of the study showed that planned purchase, impulse purchase and conformity purchase had significant effects on self-congruity of Brand. Also, planned purchase had impacts on functional brand image and planned purchase and impulse purchase had influences on emotional brand image. Second, brand royalty was significantly influenced by brand self-congruity and emotional brand image of brand images. Third, as the result of testing mediation effect of brand image between teenagers' consumer behaviour characteristics and brand royalty, brand self-congruity showed the significant mediating effect in the path analysis. Also, functional brand image had the significant mediating effect related to planned buying and emotional brand image showed the significant mediating effect in all paths in except for conformity purchase. As for the limit of this study, the results could not be generalized because the survey was only conducted to high school students in Jeju area. In the future study, the research about sport items purchase behaviour characteristics of teenagers through on-line will be needed.

본 연구는 최근 디자인이 혁신적인 의미로 확장되는 상황에서 제품 디자인의 혁신요소를 도출하고자 한다. 특히 도출된 혁신 요인이 소비자의 구매와의 상관성을 파악하는 것을 목적으로 하고 있다. 구매의도에 영향을 미치는 혁신 요인을 기존의 전자제품으로 구성하여 실증적인 분석을 시도하였다. 선행연구 및 문헌을 통해 제품 디자인의 혁신 요인을 ‘심미’, ‘기능/구조’, ‘실용’, ‘사회’, ‘경탄’으로 5가지를 도출하였다. 도출된 혁신 요인을 바탕으로 혁신 제품과 비혁신제품에 구매의도에 연결하여 어떠한 요인이 소비자의 구매 판단에 영향을 미치는지 분석하였다. 또한, 소비자의 소비성향 조사를 통해 응답자의 혁신 수용 범위를 측정하였으며 그에 따른 설문조사로 진행하였다. 분석 결과 소비자의 혁신 범주는 비교적 고르게 분포하였으며 이와 같은 요인은 구매의도 도출에 적절한 자료로 제공되었다. 제품별 혁신 요인과 구매의도의 상관성에 대한 결과는 다음과 같다. 혁신성이 높은 제품의 경우 ‘심미성’ 요인만이 구매의도에 영향을 미쳤으며 혁신성이 낮은 일반적인 제품의 경우 ‘심미성’, ‘실용’, ‘경탄’의 요인만이 구매의도에 영향을 미쳤다. 이를 통해 혁신성이 강조된 제품일수록 일반적인 제품보다 상대적으로 심미적인 요소의 영향력이 더 큰 것으로 파악되었다. 본문의 분석 결과를 통해 제품의 혁신성에 따라 소비자의 구매 요인이 달라지는 의외성을 찾아 새로운 가치로서의 영향을 확인할 수 있었다.

Many recent designs have been extending with the more significance in innovative designs, and this research aims to elicit those innovative elements of different products. In particular, the purpose is to comprehend the correlation between the consumer behaviour and those observed factors. Also, this research analyzes current electronics to demonstrate how innovative factors could affect the buyers' intention. Through a preceding research and examining the documents, "Aesthetic Appreciation," "Function/Structure," "Practicality," "Contribution" and "Admiration," were drawn out as five factors of innovative product designing. By connecting those factors to the investment plan in innovative products or conventional products, this research attempts to determine which factor has significant impacts on the buyer's decision. Survey questions were also given out to study the acceptance criteria of buyers when it comes to innovative items. The result showed that the range of consumer acceptance was dispersed relatively evenly and this survey functioned as effectual data for analyzing the consumer behavior. The correlativity of innovative factors in a product and consumers' purchase behavior is as follows. Investment in items that are regarded as highly innovative mostly derived from the appreciation for the aesthetic value, but items that are usually known as being conventional seemed to have influence on consumers that were mostly looking for practical value or functionality. It was evident that a product with higher emphasis on its innovativeness has been relatively more affected by the desire for "aesthetic appreciation." The research was able to find out that the innovativeness of a product has significant influences on consumers' deciding factors and how differences between many innovative products could benefit those people with the element of surprise.

Purpose ? This study examines why consumers in Myanmar prefer Facebook commerce (F-commerce) over traditional e-commerce platforms. Specifically, it investigates how the social and technological characteristics of F-commerce influence consumers’ relationship quality, users’ inertia, and resistance to switching to e-commerce. Design/Methodology/Approach ?­ Data were collected from 242 consumers in Myanmar who had experience with F-commerce. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the proposed hypotheses. A hierarchical component model was specified in which social support and relationship quality were modelled as reflective higher-order constructs. Findings ? Social support, social presence, system quality, and information quality significantly enhanced relationship quality, whereas interactivity did not. Relationship quality significantly increased users’ inertia and resistance to switching to e-commerce. Users’ inertia significantly strengthened resistance to switching. Therefore, resistance to traditional e-commerce is shaped by strong relational attachment to the F-commerce environment and reliance on familiar purchasing routines. Research Implications ? This study contributes to the literature on social commerce, relationship quality, and resistance to switching by showing how F-commerce characteristics shape consumers’ internal evaluations and behavioural responses in an emerging market context. It highlights relationship quality as a key mechanism that shapes consumers’ continued reliance on F-commerce and their resistance to adopting traditional e-commerce platforms. The findings also provide practical guidance for e-commerce platforms and policymakers seeking to encourage the adoption of traditional e-commerce in emerging markets such as Myanmar.

This study analyzed how the characteristics of electronic word-of-mouth (eWOM) information on social media influence consumers’ purchase intentions for sustainable food products. Based on the Technology Acceptance Model (TAM), five information characteristics, vividness, interactivity, timeliness, consensus, and neutrality were set as key antecedents of perceived usefulness and perceived ease of use, and their effects on purchase intention were empirically examined. Survey data collected from 275 respondents were analyzed using SPSS 29.0 and AMOS 28.0. First, descriptive statistics and reliability tests were conducted to assess data quality. Confirmatory factor analysis was then performed to evaluate the validity of the measurement model. Subsequently, the proposed hypotheses were tested using structural equation modeling. The results showed that interactivity, timeliness, and neutrality significantly enhanced both perceived usefulness and perceived ease of use, and these two perceived factors had positive effects on purchase intention. In contrast, vividness and consensus did not show significant effects. This study extends the application of the TAM to the domain of social media?based sustainability communication and provides empirical evidence of the differential effects of eWOM information characteristics. In addition, it offers practical implications for marketers and platform managers in designing effective eWOM communication strategies to promote consumers’ sustainable purchasing behavior.

Consumers differ with respect to the level of green attitudes and green purchase behavious and different consumer would have different perceptions on green market environment. This study attempted to explain how consumers perceive green market environment differently across different consumer groups in attitude-behaviour dimension in green consumption. After identifying the four consumer groups based on their attitude toward green purchase and green purchase behaviours, a multinomial logistic analysis and a stepwise discriminant analysis were conducted. This study found that reliability in green market was the most critical factor that contributes to enlarge positive green consumers. Also, the role of reference persons and adequate price of green products were also found to be important to stimulate green buying. By understanding the different role of those factors in each group of consumers, this study provided group-specific implications to expand green consumers.

최근의 AI혁명과 진화는 전 세계적으로 급격한 변화를 초래하였으며, 특히 정보기술(IT) 분야에서는 4차산업혁명의 성숙기를 앞당기는 계기로 작용하였다. 그중에서도 메타버스의 성장은 AI기술과 연동하여 단순한 증강현실을 넘어 경제, 사회, 문화적 활동이 가능한 새로운 가상공간으로의 확장을 의미한다. 현재 메타버스는 비즈니스, 고등교육, 엔터테인먼트, 의료, 마케팅 등 다양한 분야에서 활용되며, 글로벌 기업들의지속적인 투자와 기술 혁신을 통해 더욱 빠르게 확산되고 있기 때문에 다양한 조직에서는 이에 대한 실무적대응이 필요하다. 이에 본 연구는 메타버스 플랫폼의 혁신적 기술이 소비자 수용 과정에 미치는 영향을 통합적으로 분석하는 데 초점을 둔다. 특히 기술수용모형(TAM, Technology Acceptance Model)을 기반으로 소비행동과 연관된메타버스 플랫폼의 특성, 서비스 특성, 기술적 특성이 소비자들의 지각된 용이성과 지각된 유용성에 미치는영향을 실증적으로 분석하였다. 또한, 이러한 과정에서 소비자의 자기효능감이 매개 변수로서 어떠한 역할을 수행하는지를 학술적이고 실무적으로 규명하고자 한다. 본 연구의 결과는 메타버스 기술의 발전 및 사용자 수용 전략 수립에 핵심이 되는 전략적 시사점을 제공할 것으로 기대된다.

The COVID-19 pandemic has brought about significant transformations globally, particularly in the field ofInformation Technology, accelerating the 4th Industrial Revolution. The emergence of the Metaverse era is rapidlyreshaping economic, social, and cultural activities, shifting them from augmented reality to a fully virtual space. TheMetaverse is increasingly being utilized in business, higher education, entertainment, healthcare, and marketing. Thisdevelopment has led to substantial investment by global companies and ongoing technological innovation, furtherinfluencing the Metaverse’s evolution. This study examines consumer acceptance of the Metaverse platform, groundedin the Technology Acceptance Model (TAM), with a focus on the platform’s characteristics, service features, andtechnical attributes as perceived by Chinese consumers. The study aims to assess how these characteristics impactperceived ease of use and perceived usefulness, and the role of self-efficacy in moderating these effects. An onlinesurvey was conducted with 406 Chinese consumers, with data analyzed using SPSS 25.0 and AMOS 21.0. The findingsindicate that in the Metaverse platform characteristics, seamlessness positively affects perceived ease of use, whileeconomic flow does not. Among service characteristics, perceived enjoyment positively influences ease of use, whilechallenge does not. In technical characteristics, both VR interactivity and security positively impact perceived ease ofuse. Regarding perceived usefulness, both seamlessness and economic flow positively affect it, while challenge andperceived enjoyment do not. Furthermore, perceived ease of use was found to positively influence perceived usefulness,which in turn positively affects intention to use. Notably, the study partially supports the hypothesis that self-efficacymoderates the impact of the Metaverse’s characteristics on perceived ease of use and usefulness. Based on these results,practical insights are provided to help strengthen consumers’ attitudes toward using the Metaverse. The study alsooffers valuable implications for Metaverse marketing strategies tailored to the Chinese market, suggesting how Koreancompanies can secure a competitive edge in this emerging field

In Republic of Korea, Regional Airlines heading from Jeju Air and Hansung Airlines has recently entered the domestic market competing with the existent Legacy Airlines. In addition many of newly established regional low cost carriers as YoungNam Air, Air Busan, Jean-Air, Easter Airline, Incheon Air ect. are preparing to enter the jungle market. These circumstantial changes comes when its transportation competitive- ness are getting weak in the market according to simultaneous expansion surface modes as new opening of high-speed rail and extension of highways. The jumbled market entry by regional carriers standing for low cost carriers makes an enormous influence not only to managing transport network of existent carriers but also to domestic policy of aviation authorities. It is too early to judge whether they would success or not. domestic regional carrier’s launching domestic routes and preparing to launch short distance international routes, at least it is necessary to analyze network operation of these regional carriers under the rapid changed market circumstances as introducing of KTX or decreasing domestic routes by Legacy Airlines. Many regional airlines are to launch the routes connecting Korea- China- Japan, if they could ensure long-haul international routes as they were successful, it follows that the differentiation between Legacy Airlines and Regional Airlines would decrease more and more, which result in appearance of the 3rd or 4th Legacy Airlines The purpose of this study is laid to analyze the introduction of low cost carriers by region and economic regional carrier network in non-scheduled air transportation market. through analyzing the regional airlines transportation network in entry step to domestic air transport market. For this purpose, cost and Profit structure and management effect of transportation cost will be analyzed through comparing the presently operated routes of regional airlines with ones of Legacy Airlines. And also demonstratively analysis demanded by actual market will be achieved through survey to experts from actual airlines and travel agencies to build up transportation network.

본 연구의 목적은 해외 쇼핑몰을 이용하는 베트남 소비자의 모바일 해외직구 사용에 영향을 미치는 요인을 분석하는 데에 있다. 연구 방법은 플로우이론과 통합기술수용모델을 기반으로 하여 다음과 같은 단계로 진행하였다. 첫째, 기존 연구를 통해 모바일 해외직구 이용에 영향을 미치는 주요 요인의 적용이 가능한 모델을 선정한다. 둘째, 해외직구를 이용하는 베트남 소비자를 대상으로 조사를 실행하여 연구모형을 구축한다. 셋째, 베트남 소비자를 대상으로 설문지를 이용하여 자료를 수집한다. 마지막으로, 통계분석을 통하여 모형을 검증하고, 검증결과를 제공한다. 본 연구의 결과는 다음과 같다. 국내 쇼핑몰은 베트남 소비자들이 해외직구쇼핑몰에 대한 긍정적인 이용행태를 형성할 수 있는 방안 마련이 시급하다. 제품정보 탐색에서부터 결제, 배송 등 각 단계별로 구매자들이 조회할 수 있는 시스템을 구축하여 쉽고 안전한 이용뿐만 아니라 판매제품에 대한 다양하고 차별화된 서비스 제공이 필요하다. 또한, 베트남 소비자들이 안심하고 국내 쇼핑몰을 이용할 수 있도록 소비자 갈등 및 불만에 대한 해결 시스템이 원활하게 구축될 수 있도록 기업차원에서의 대응방안 마련이 필요하다.

The purpose of this study is to analyze the factors affecting the usage patterns of overseas cross border purchase using mobile for Vietnamese consumers who use overseas shopping mall. The research method was based on Flow Theory and UTAUT Model. First, through the existing research, we select the models that can apply the major factors affecting the use of cross border purchase on the mobile. Second, research is conducted on Vietnamese consumers who use overseas shopping mall to construct a research model. Third, data are collected using questionnaires for Vietnamese consumers. Finally, the model will be verified through statistical analysis and conclusions and implications will be provided based on the verification results. The results of this study are as follows. Shopping malls in Korea should be prepared quickly so that Vietnamese consumers can positively use them for foreign direct shopping malls. From the search of product information to purchasing system by each step such as payment system and delivery process after purchasing, various and different efforts for sales products as well as easy and safe use are needed. In addition, countermeasures should be prepared at the enterprise level so that a settlement system for consumer conflicts and dissatisfaction can be smoothly established so that Vietnamese consumers can use korean shopping malls with mobile cross border purchase.

최근 온라인 상거래와 소셜네트워크서비스(SNS)를 결합 한 소셜커머스라는 새로운 형태의 온라인 마켓이 주목을 끌고 있다. 소셜커머스는 소셜네트워크서비스를 활용하여 온라인 상거래를 활발히 하는 새로운 비즈니스 모델이다. 이러한 온라인 상거래의 변화는 소셜커머스에서 소비자 구매행위에 영향을 미치는 요인이 전통적인 온라인 마켓과는 달라질 것임을 암시한다. 따라서 본 연구의 목적은 소셜커머스에서 소비자 충동구매행위에 영향을 미치는 요인을 판별하고 이를 실증적으로 밝히기 위한 것이다. 소셜커머스에서 충동구매 행동에 관한 실증분석을 위하여 소비자 충동구매에 영향을 미치는 요인을 내적 요인, 외적 요인, 기타요인으로 구분하였다. 내적 요인은 소비자의 “의도-행동 모형”인 계획된 행동이론(Theory of planned behavior)에 기초하여 태도, 주관적 규범, 인지된 행동통제 관점에서 평가하였다. 충동구매에 영향을 미치는 외적 요인은 마케팅 자극 요인을 바탕으로 하였으며, 이는 다시 제품자극요인과 가격자극요인 관점에서 살펴보았다. 또한 기타요인으로 소비자가 소셜커머스에서 제품 및 서비스를 구매를 할 때, 소셜커머스에 대한 신뢰 정도와 소비자들간 의견공유를 위한 소셜네트워크서비스 활용도에 따라 충동구매 행태가 어떻게 다른지에 관하여 살펴보았다. 본 연구는 최근 주목 받고 있는 비즈니스 모델인 소셜커머스에서 이루어지는 소비자들의 충동구매 의사결정에 관한 체계적인 분석일 뿐 만 아니라, 사회적 규범과 관련하여 소비자들이 소셜커머스에서 충동구매를 어떻게 인식하고 있는지에 관한 조사가 이루어졌다는데 의의가 있다.

Social commerce market is to use social network service when making a deal in e-commerce. Especially, the essence of social commerce is that customers can enjoy many different goods and services that they really wanted to use but were too expensive without paying much. However, a critical examination of consumer behaviour in newly type of e-commerce so called social commerce has received little attention. Therefore, in this paper we propose a structural framework for examining the consumer’s impulse buying motivation in commercial activity on social commerce. First, we explore internal factors based on the theory of planned behaviour that consist of attitude, subjective norm and perceived behaved control. Second, we examine external factors including marketing mix such as product and price that has encouraged consumers to buy impulsively. Third, we discuss relationship between frequency in use of SNS, trust of social commerce and consumer’s impulse buying motive in social commerce. Thus, this analysis leads to a new classification of factors that influence to consumer’s impulse buying behaviour evaluation the impact they affect.

본 연구는 와인 선택속성이 와인 구매 전 기대와 와인 구매 후 성과에 미치는 영향과 함께 와인 구매 전 기대와 와인 구매 후 성과가 기대-불일치에 미치는 영향과 구매행동에 어떠한 영향을 미치는지를 측정하고자 하였다. 이와 같은 연구는 국내 와인산업의 효율적인 마케팅 전략수립에 있어 보다 실질적인 시사점을 도출하고자 실시된 것이다. 따라서 와인 구매 전 기대와 와인 구매 후 성과가 기대-불일치에 미치는 영향과 구매행동을 파악하기 위하여 와인 선택속성을 상품요인, 선호요인, 구매정보요인, 환경요인, 가치요인으로 선정하였다. 분석결과, 첫째, 와인의 선택속성 요인은 고객의 구매 후 성과에 긍정적인 영향을 주는 것으로 나타났다. 둘째, 와인 구매 전 기대요인은 고객의 기대-불일치에 미치는 영향관계를 확인한 결과 본 연구에서는 아무런 영향관계를 확인 할 수 없었다. 셋째, 본 연구에서는 와인 구매 후 성과가 클수록 기대-불일치 또한 긍정적으로 나타남을 알 수 있었다. 넷째, 인구통계적 특성에 따라 상품요인, 구매정보요인, 환경요인, 가치요인은 유의한 차이를 보였다. 다섯째, 교육수준, 연령, 소득수준에 따라서 구매정보요인은 차이가 있는 것으로 나타났다.

This study is about the impacts of expectation disconfirmation in wine attribute on the consumer’s buying behavior especially as the wine industry grows rapidly it shows high level of competition among the firms the study will be suggest competitiveness with in effective marketing strategic. Therefore, the study choose five wine selection attribute which as product factor, preparation factor, buying information factor, environmental factor and value factor for analyzing that the impact of before wine purchase and after wine purchase achievement on expectation disconfirmation on the a buying behavior. First, the wine selection attribute factor impacts as positive aspect on consumer’s after purchase achievement. Second, the before wine purchase expectation factor was not impact on the consumer’s expectation disconfirmation. Third, the study indicates that when the after wine purchase achievement is high the expectation disconfirmation show as positive aspect. Forth, the demographic factors shows significance differences within product factor, purchase information factor, environmental factor and value factors. Fifth, according to difference verification result shows different levels of purchase information factors with the education level, age and income.

This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant, concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee products according to income, low income consumers rather than high income groups had much higher financial expense burden.