Earticle

목적: 본 연구는 화장품 소비자들을 대상으로 이들의 소비성향이 기능적 선택 속성과 구매행동에 미치는 영향을 실증분석을 통해 살펴보는데 그 목적이 있다. 방법: 서울 수도권 20대 이상의 성인들을 표본 집단으로 하여 2022년 3월 5일부터 3월 19일까지 2주 동안 조사를 진행하였으며, 성실하게 응답한 237명 설문지를 분석 자료로 활용하였다. 결과: 첫째, 소비자 소비성향 중에서 자원절 약 성향, 계획구매 성향, 가치지향 성향은 기능적 선택속성에 유의미한 정(+)의 영향을 미치고, 충동구매 성향은 기능적 선택속성에 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 화장품의 기능적 선택속성은 바이오 화장품 구매행동에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 소비자 소비성향 중에서 자원절약 성향, 계획구매 성향, 가치지향 성향은 바이오 화장품 구 매행동에 유의미한 정(+)의 영향을 미쳤고, 충동구매 성향은 제품 구매행동에 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 넷 째, 소비자의 소비성향(자원절약, 계획구매, 가치지향, 충동구매)와 구매행동간의 관계에서 선택속성의 매개 효과를 확인하였다. 결 론: 연구결과는 소비자들의 소비성향과 바이오 화장품 구매행동간에 영향 관계를 실증적으로 살펴보고 이들간의 관계에서 기능적 선택속성의 매개 효과를 규명해 보았다는데 의미가 있을 것이며, 포스트 코로나 시대를 준비하는 바이오 화장품 산업에 주는 시사 점이 클 것이다.

Purpose: The purpose of this study is to examine the effect of consumers' consumption propensity on functional choice attributes and purchasing behavior through empirical analysis. Methods: A survey was conducted for two weeks from March 5 to March 19, 2022, targeting adults in their 20s or older in the Seoul metropolitan area, and the 237 questionnaires that faithfully responded were used as analysis data. Results: First, among the consumption propensities, resourcesaving propensity, planned purchasing propensity, and value-oriented propensity had a significant positive effect on functional selection attributes. However, impulse buying tendency was found to have a significant negative effect on functional selection attributes. Second, the functional selection attribute of cosmetics was found to have a significant positive effect on the purchase behavior of bio cosmetics. Third, among consumption propensities, resource-saving propensity, planned purchasing propensity, and value-oriented propensity had a significant positive effect on bio cosmetics purchasing behavior, and impulse purchasing propensity had a significant negative effect on product purchasing behavior. Fourth, the mediating effect of the selection attribute on the relationship between consumption propensity (resource-saving, planned purchasing, value orientation, impulse purchase) and purchasing behavior was confirmed. Conclusion: This study is meaningful in that it empirically examines the influence relationship between consumption propensity and bio cosmetics purchasing behavior and examines the mediating effect of functional selection attributes. It will have great implications for the bio-cosmetics industry preparing for the post-corona era.

目的: 通过实证分析检验消费者的消费倾向对功能选择属性和购买行为的影响。方法: 从2022年3月5日到3月19 日，以首尔都市区20多岁以上的成年人为对象，进行为期两周的调查，将如实回答的237份问卷作为分析数据。 结果: 首先，在消费倾向中，资源节约倾向、计划购买倾向和价值导向倾向对功能选择属性有显着正向影响。然 而，冲动购买倾向被发现对功能选择属性有显着的负面影响。其次，发现化妆品的功能选择属性对生物化妆品 的购买行为有显着的正向影响。第三，消费倾向中，资源节约倾向、计划购买倾向、价值导向倾向对生物化妆 品购买行为有显着正向影响，冲动购买倾向对产品购买行为有显着负向影响。第四，确认了选择属性在消费倾 向（资源节约、计划购买、价值取向、冲动购买）与购买行为之间的中介作用。结论: 本研究的意义在于它实证 检验了消费倾向与生物化妆品购买行为之间的影响关系，并检验了功能选择属性的中介作用。这将对为后新冠 时代做准备的生物化妆品行业产生重大影响。

Objective: This experiment is to study how elderly group and their various lifestyles interact with health functional foods, according to their selection behavior. Different lifestyles will be observed closely, as well as how different health conditions and consumer involvements will affect critical decision making in selecting health functional foods. Method: Theories and discoveries from original advanced research were compared parallel to the new study. Results: First, cluster analysis and exploratory analysis were performed amongst different elder lifestyles. Lifestyle exploratory analysis was used for healthy, unique, leisure, and economicalstyle elders. Cluster analysis was used for material trend oriented, health oriented, complacent oriented-style elders. Health Functional Foods' selection trait Exploratory Factor Analysis showed that product's originality (function, uniqueness, specialty, compatibility, distributor, expiration date), quality (amount, daily dose, visual representation, accessibility, portability, natural ingredients), and popularity (product container, brand image, taste and smell, advertised product, domestic or import, well-known function) were the three main causes. Secondly, the amount of benefits for the elderly group health lifestyle were affected by 'Interest in health', 'Notability of the health functional food', and 'Functionality approved mark'. Specifically, the importance of, 'Interest in health', 'Notability of health functional food', and 'Functionality approved mark' were noticeably high within health oriented elders. Lastly, after examining the data from elder lifestyle's relationship with health functional food selection trait, all three different results showed equal importance. If you closely examine material trend oriented elderly group, selection trait showed distinctively high regards in 'Fundamental Attribute', 'Typical Attribute', and 'Cognitive Attribute'. Health oriented elders showed their distinctively high regards in 'Natural Attribute', and less consideration in 'Typical Attribute' and 'Cognitive Attribute'. Complacent oriented-style elderly group showed less focus on 'Fundamental Attribute', and even less in 'Typical Attribute', and 'Cognitive Attribute'. Health oriented elderly group concluded with above data from the fact that they showed most importance and involvement in health beneficial products that are scientifically proven. Material trend oriented elderly group showed balanced traits in their concluded data, showing that they prefer function, safety, as well as the brand image and their reputation. Also, they consider the products' outer elements, such as design and product name, in order to sense inner functions. Conclusion: So, Silver Business corporations must develop products to fulfill the market demands, and strategize marketing plans to better target the correct audience.

The recent Web service field emerges as the fastest growing IT paradigm as a result of the increasing interest in SOA (Services-Oriented Architecture) and the expansion of B2B market. With an increasing number of Web service that provide similar features, it becomes more important to provide the most appropriate service for the user's request. A service user in general requires the quality information of Web service when selecting a service among a number of similar Web services. Yet, finding a service through UDDI (Universal Description, Discovery and Integration) does not consider the non-functional aspects of users because it is only based on the functional aspects. That is, the quality, non-functional aspect will be an important factor for the mutual success of the user and provider. Using 3 factors in the Qos factors of the existing studies: the execution cost, reliability, and the quality level, the QoS of Web service is saved and the factors for the QoS are recorded in order to consider non-functional factors when selecting a Web service in this study. The Quality Broker determines the rank and shows the desired result of the service for users. The Quality Broker suggested in this thesis can be used to select a Web Service that considers the user-oriented and non-functional factors.

전 세계적 팬데믹(Pandemic) 현상으로 건강 및 면역력에 대한 관심이 증가하면서 건강기능식품에 대한 관심도 증가하고 있으며, 중국의 경제성장에 따라 노년층 인구 증가 및 실버시장의 확대에 따른 건강기능식품에 대한 관심도 증가하고 있다. 이러한 배경으로 건강기능식품에 대한 연구를 진행하였으며, 본 연구는 건강기능식품의 선택속성이 제품에 대한 태도에 미치는 영향과 제품에 대한 태도가 고객만족에 미치는 영향을 연구하였다. 그리고 건강기능식품에 대한 소비자의 사전지식수준에 따라 건강기능식품 선택속성과 태도 간에 미치는 조절적 영향을 살펴보았다. 연구결과, 내재적 속성 중 기능성은 태도에 긍정적 영향을 미쳤으며, 안정성은 태도에 유의하지 않는 것으로 나타났다. 외재적 속성 중 구매후기, 기업이미지, 국가이미지는 태도에 유의한 영향을 보였으나, 광고태도는 태도에 유의한 영향을 미치지 않은 것으로 나타났다. 제품에 대한 태도는 고객만족에 긍정적 영향을 미쳤다. 소비자의 사전지식수준의 조절적 효과를 검증한 결과, 사전지식수준이 낮을수록 사전지식수준이 높은 집단에 비해 구매후기와 제품에 대한 태도 간에 유의한 영향을 미치는 것으로 나타났다.

Due to the global pandemic, there has been a growing interest on health and on health functional foods. With the economic of growth of China, there has also been growing interested in health functional foods resulting from the increased population of the elderly and the expansion of the silver market. This study on health functional foods was carried out based on such background, and this study examined the impact of the health functional food selection attributes on attitude toward products, as well as the impact of attitude toward a product on customer satisfaction. Furthermore, it investigated the moderating effect between health functional food selection attributes and attitude according to the prior knowledge level of consumers on health functional foods. Results of the study found that among internal attributes, functionality had a positive affect on attitude, while safety did not have significant affect for attitude. Among external attributes, purchase reviews(recommendation), corporate image, and country image had significant affect on attitude, but advertisement attitude did not have a significant affect on attitude. Attitude toward a product had positive impact on customer satisfaction. Upon verifying the moderating effects of prior knowledge level of consumers, it was found that lower prior knowledge level had a more significant impact between purchase review(recommendation) and product attitude compared to the group with higher prior knowledge levels.

The purpose of this study was not only to discover the most important functionalattributes and selection attributes that consumers consider when purchasing healthfunctional foods, but also to help relevant companies establish effective marketingstrategies through consumer type classification according to functional attributes anddifference analysis according to selection attributes based on consumer patterns andconsumption behavior, and at the same time, to suggest academic implicationsthrough conducting the research which is subdivided and differentiated fromprecedent studies. After conducting cluster analysis to classify the consumer typesaccording to functional attributes, they were classified into 'health-first group','health-oriented group', and 'health-neglected group' each and as a result ofanalyzing the selection attributes of these groups, it is indicated that they allconsider intrinsic attributes more important than extrinsic ones.