Earticle

본 연구는 위험지각과 안전행동 수준을 근거로 소비자를 4개 유형으로 분류하고, 유형별 리콜행동을 주요 리콜 품목인 공산품, 식품, 자동차, 의약품에 대하여 파악하였다. 분석 결과, 무관심형과 회피형, 상황주도형, 즉각대응형으로 분류되었고, 소비자유형별로 연령과 성별, 가계소득, 학력 수준 차이가 유의하였다. 모든 품목에서 즉각대응형과 상황주도형의 최신 리콜정보 인식 비율과 리콜참여의도가 높았으며, 즉각대응형의 리콜 참여 경험 비율이 높았다. 소비자유형별 리콜정보 탐색 매체 이용 차이 는 식품과 자동차에서 유의하였고, 두 품목에서 모두 무관심형이 주요 대중매체를 상대적으로 더 많이 이용하였다. 리콜 매체적합도 평가에서는 모든 품목과 모든 소비자유형에서 주요 대중매체, 개인직접연락매체, 주요 포털 사이트 순으로 매체 적합도 점수가 높았고, 즉각대응형과 상황주도형 의 평가 점수가 높았다. 소비자유형별 사용하는 리콜 매체에 따른 리콜참여의도의 차이는 공산품과 의약품에서 유의하였는데, 두 품목에서 모두 무관심형이 어떤 매체를 이용하느냐에 따라 리콜참여 의도가 달라졌다.

This study classified consumers based on their levels of risk perception and safety behavior, and examine their recall behaviors for each of the four major product types: industrial products, food, automobiles and medicine. Consumers were categorized into the four groups: indifferent, avoiding, proactive, and responsive. A significant difference was found in age, gender, family income, and education status across the groups. For all the product types, the responsive and proactive groups had higher levels of recall recognition and intention than the other groups, and the responsive group had the highest level of recall participation. In addition, there were differences in recall media across the consumer groups for food and automobile recall; the indifferent group used the major mass media more than the other groups. For all the products and consumer types, the suitability as a recall media was found largest in the major mass media, followed by the personal media and the major portal sites. The responsive and proactive groups gave the highest scores of media suitability.

유기농업법과 유기농 식품 사용이 토양 및 생태계 시스템 그리고 인간에게 유익하다고 점차 인식됨에 따라, 세계 유기농 식품 시장 역시 괄목할 만큼 발전하였다. 본 연구에서는 한국과 독일의 유기농 운동의 기원을 고찰하면서, 양국의 유기농 식품에 대한 인식 및 소비관련 현황을 살펴보았다. 한국과 독일 양국의 유기농업 현황과 유기농 식품 시장 마케팅의 역사적 행보 및 유기농 식품의 시장수요가 현격하게 차이가 나는 것을 주목하였으며, 이에 근거하여 유기농 식품시장이 독일에서는 주류(主流)시장으로 편입되었으나, 한국에서는 유기농 식품시장이 본질적으로 여전히 틈새시장에 머물러 있다는 결론을 내렸다. 독일에서는 유기농 산업이 진화·발전되어 왔으며, 유기농 식품에 대한 인식 및 소비가 왕성한 것으로 확인되었다. 대부분의 독일 유기농 소비자는 평균 이상의 수입과 교육을 받은 사람들로 인간, 환경 및 동물에 대한 윤리적 가치에 의해 선택의 영향을 받으며, 많은 수의 소비자들 역시 전체론(全體論)적이고 건강한 생활 방식, 유행 및 편의성에 의해 유기농 식품을 선택하는 것으로 확인되었다. 한국의 경우, 소규모로 -특히 어린 자녀가 있는 가정주부, 장년 및 고소득 계층이 중심이 되어- 그리고 대부분 건강상의 이유로 유기농 식품을 구입하는 것으로 조사되었다. 그러나 마케팅 및 인증제도에의 결함, 유기농 식품의 구별성, 유기농 식품의 품질에 대한 신뢰결핍으로 인해 유기농 식품의 인지도 및 유기농 식품의 지속적 구매성은 제한적인 것으로 파악되었다. 한국에서 유기농 식품이 보다 많은 이들에게 확대되기 위해서는 가격대비 효율성 및 유기농 식품의 제품 투명성과 신뢰성, 소비자 행동에 대한 이해를 높이기 위한 노력이 필요하다고 분석된다.

Ｔhe global organic food market has expanded substantially as growing and going organic has widely been perceived as being good for soils, ecosystems and people. Also considering the history of the organic movements, this study investigates the contemporary perceptions and consumption of organic foods in Germany and South Korea. This study concludes that given the historically different commitments to organic farming and marketing, organic foods in Germany have gone main-stream whilst in South Korea organic foods are essentially still much of a niche market. In Germany an organic industry has evolved and organic food awareness and consumption are strong．Ｍost consumers are above average income and education, and driven by ethical values for people, environment and animals. Many consumers also go organic because of a holistic healthy life style, trends and convenience. South Koreans, on a smaller scale - in particular mothers of young children, elders and high income groups – also purchase organic food mostly for health　reasons. Here knowledge about organic food and intentions to go organic appear limited due to deficiencies in marketing and labelling, resulting in a lack of product distinction and trust in the quality of organic foods. To popularize organic foods in South Korea, greater efforts should be made to improve cost effectiveness, product transparency and reliability of organic foods, and understanding of consumer behaviour.

본 연구는 전통시장의 소비자를 집단별로 구분하여 각 집단별 전통시장의 이용행태와 만족도 차이에 대한 실증적인 분석을 통해 전통시장의 마케팅 전략과 상품 전략 등을 수립하는데 기본적인 자료를 제공하고자 하였다. 분석결과 소비자 집단은 부대서비스, 본질적 가치, 접근성 등 쇼핑의 영향요인을 기준으로 두 개 집단으로 나뉘었는데, 집단1은 소득이 높고 제반 영향요인에 대한 민감도가 다소 낮은 집단, 집단2는 소득이 낮고 제반 영향요인, 특히 본질적요인과 접근성에 민감도가 높은 집단이었으며, 두 집단 간에는 전통시장의 이용행태와 만족도에 있어서 차이를 나타내었다. 특히 소비자의 전통시장 이용도에 영향을 미치는 요인은 접근성이 가장 큰 영향을 미치고 다음으로 가격, 품질, 구색 등의 쇼핑 본질적 요인이 영향을 미치는 것으로 나타났다. 그러나 다소 소득이 높은 집단1의 경우에는 본질적 요인이 전통시장의 이용도 제고에 큰 영향을 미치지 않는 것으로 나타났다.

This study has classified consumer groups who use the traditional market, and conducted the empirical difference analysis on the consumer behavior and satisfaction level. It aims to provide the fundamental data, which will be useful for devising marketing strategies for traditional markets. Two different groups were able to be classified, considering the shopping-related influence factors such as amenity service, elementary services and accessibility. Group 1 was found to have high-income level and lower sensitivity to fundamental influence factors while Group 2 was found to have low-income level and higher sensitivity to fundamental influence factors especially, elementary services and accessibility. In result, these two groups showed the difference in consumer behavior and satisfaction degree. Particularly, the most influential factor among the fundamental influence factors to the use of the traditional markets was the accessibility factor, followed by price, quality, types. However, in case of Group 1, fundamental influence factors were found to be weaker influential on the use of the traditional markets.

최근 일본의 소비자 정책에 있어서의 민관협력이 활성화 되고 있는 가운데 소비자단체의 활동이 다양화하고 있 다. 본 연구에서는 일본의 새로운 소비자활동의 구체적인 사례를 들어 고찰함으로써 앞으로의 소비자운동의 발전 방안에 대한 시사점을 모색해 보았다. 일본의 민간 소비자단체는 최근 들어 조직성격이 다양하며 보다 전문적인 활동상의 특징을 보이고 있다. 그동 안 과도하게 행정 의존적이라고 지적되어 왔던 일본의 민간 소비자활동이 다각적인 변화와 활동을 보일 수 있었 던 데는 NPO(Non-Profit Organization)법의 제정, 소비자단체소송제도의 시행 등 정책상의 뒷받침이 있었다. 본 연구의 사례에서 살펴본 일본의 NPO 단체 및 다중채무피해자의 모임은 기존의 소비자단체에 비해서는 규 모면에서 소규모이지만 분야별 전문성을 확보하고 있으며, 생활협동조합의 경우 소비자 참여적이며 회원 간의 지 속적인 조직 동일성의 요소를 가진 소비자활동의 좋은 예라고 할 수 있겠다. 우리나라의 경우에도 앞으로 소비자단체와 같은 NGO는 공익집단으로서 그 수요와 역할이 더욱 증대될 것으로 보이며, 소비자운동이 확대되고 지속되기 위해서는, 소비자단체에 대한 정책적인 지원이 크게 요구된다고 할 수 있겠다. 이를 위해서는 소비자단체와 행정 간에 긴밀히 연계하여 업무를 분담하고, 소비자단체의 재정적, 인적지원을 위한 제도 정비와 함께 소비자단체 활동에 대한 평가와 정보공개를 위한 지원 시스템의 구축이 필요하다

Recently, as public and private sectors are actively cooperating with each other in relation to consumer policies in Japan, consumer groups’ activities are getting more varied. This study considers specific cases of new consumer activities in Japan and gropes for the implications to develop consumer movement. Private consumer groups in Japan have recently become more varied in their organizational characteristics and more professional in their activities. The reason why Japan’s private consumer activities have been changed in many ways and actively performed, which had been pointed out to be highly dependent on its administration is on account of political supports like the enactment of NPO related laws or enforcement of ‘Consumer Class Action’. The cases of Japanese NPOs and heavy debtors groups that have been examined in this study are comparatively smaller than previous consumer groups in terms of scale but have even deeper professionalism, and the consumer cooperatives are said to be good examples of consumer activities which are consumer-participative and have a constant factor of organizational identity among members. For our reality, too, the demand and roles for NGOs such as consumer groups are considered to be more increased afterwards as public corporations; moreover, it can be said that political supports for such consumer groups will be greatly required in order to extend and continue consumer movement. To realize this, consumer groups and the administration need to be closely associated and divide their work responsibilities, and a support system to evaluate the groups’ activities and publicize information should be established as well as institutional foundation should be built for the groups’ financial and manpower supports.

This paper considers vertical bilateral monopolies facing two consumer groups with different demands for the final product composed of two perfect complements. In contrast to traditional theories, second-mover advantages may appear, and sequential pricing is superior to simultaneous pricing in terms of welfare. This phenomenon occurs because the standard first-mover advantage is eroded in the bilateral pricing game due to the follower’s threat of shutting down the smaller market. The follower may wish to commit to uniform pricing to take advantage of its strategic position.

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.

As China transitions into an aging society, understanding the preferences of elderly consumers has become increasingly important. This study conducts a comparative analysis of product preferences between elderly and younger consumers by examining review data from Jingdong (www.jd.com). We collected 3,000 reviews for electronics, food, and clothing from both age groups. After preprocessing to remove duplicates and irrelevant reviews, we analyzed 2,897 electronics, 2,915 food, and 2,799 clothing reviews for young consumers, and 2,586 electronics, 2,598 food, and 2,899 clothing reviews for elderly consumers using Python's Jieba package. The findings reveal that elderly consumers prioritize taste, price, packaging, and overall experience in food products, while younger consumers emphasize the purchasing process and satisfaction. In the electronics category, elderly consumers focus on sound, appearance, screen, and ease of use, whereas younger consumers value functionality, quality, and portability. For clothing, elderly consumers are concerned with craftsmanship, fabric, wearing experience, quality, and style, with negative reviews highlighting issues such as quality and size. Conversely, younger consumers prioritize fabric, comfort, quality, and style. These insights provide valuable guidance for tailoring product development and marketing strategies to meet the specific needs of the aging consumer market in China, with implications that may also be relevant for Korea.

This study investigated the perception, consumer pattern and satisfaction of the ginseng products of 600 people in the Seoul area surveyed from Feb. 1 to 28, 2011. The perception and satisfaction tests were performed using a 5-point scale (1=disagree (dissatisfy) very much, 5=agree (satisfy) very much. People perceived ginseng to have refreshment (3.86), immuno-modulation (3.78), anticancer (3.51), and antiaging (3.41) properties. People in their 20s (4.02) scored high on refreshment compared to people in their 60s and over (3.73). Most people (79.8%) consume ginseng products and prefer red ginseng (74.3%). More people in their 40s (54.1%) and 50s (48.2%) consume ginseng products for refreshment than people in their 20s (38.7%), 30s (41.5%) or 60s and over (40.0%). However, more people in their 50s (36.1%) and 60s and over (43.6%) consume ginseng products for disease prevention than people in their 20s (8.6%). Most people (66.4%) take ginseng all year round. People in their 20s (2.70) showed a smaller satisfaction score of the taste of ginseng products than those in their 30s (3.21), 40s (3.23), 50s (3.26) and 60s and over (3.38).

This study aims to inquire into current situation of domestic tangerine consumption and to provide efficient consumption revitalization strategies, based on the results from a consumer survey and the decision tree analysis. The results of the study will provide some guidances for market segmentation, based on consumers' demographical characteristics and their preferences. The results show that a consumer group who have the smallest amount of tangerine consumption utilize internet, home-shopping, or department store for their shopping. Those who consume the largest amount of tangerine are consumers who purchase it through street stalls or peddlers. A consumer group who heavily depend on surroudings to acquire information is those who work out regularly or who are interested in exercises/health. A consumer group who are interested in 'entertainment/amusement, culture/arts, sports, economy/investment' acquire information through various routes.

현대 사회에서 보험서비스는 개인의 건강과 재산을 보호하는 중요한 금융 상품으로 자리 잡고 있다. 특히, 한국 보험시장은 급격한 성장과 함께 다양한 보험상품이 출시되고 있어 소비자들의 선택 폭이 넓어지고 있다. 본 연구는 한국소비자원의 ‘2021 소비자 시장평가지표’ 데이터를 활용하여 보험서비스에 대한 소비자 만족도와 평가 결과를 분석하고, 잠재계층분석(LCA)을 통해 관찰되지 않는 이질적 소비자 그룹을 식별하고자 한다. R 통계패키지의 poLCA를 활용하여 실손의료보험과 자동차보험 서비스에 대한 각각 4개, 3개 이질적 소비자 그룹으로 식별하였으며, 각 그룹의 특성과 요구를 파악하였다. 실증분석 결과, 실손의료보험에서는 대부분 소비자는 “매우 만족” 또는 “만족” 평가 그룹으로 식별되었지만, “서비스 전환성” 측면에서 불만족으로 평가하는 그룹(11%)이 존재하였다. 자동차보험에서는 모든 항목에서 “매우 만족”(48%), “만족”(31%) 그룹이 식별되었고 “보통 이하” 만족도를 보이는 그룹(21%) 으로 구분되었다. 본 연구에서는 보험서비스를 평가하는 대규모 표본을 활용한 신뢰성 있는 실증분석을 통해 소비자의 다양한 요구와 만족도를 체계적으로 분석하였다는 점에서 기존 연구와 차별화되며, 이러한 분석 결과는 맞춤형 보험서비스 제공 및 정책 개발에 기여할 것으로 기대한다.

Insurance services have become essential financial products that protect individuals’ health and property. Particularly in the rapidly growing Korean insurance market, a variety of insurance products have been introduced, expanding consumer choices. This study utilizes data from the ‘2021 Consumer Market Evaluation Index’ by the Korea Consumer Agency to investigate consumer satisfaction and evaluation results for insurance services. Using the R statistical package poLCA, we identify three to four latent consumer groups for both indemnity health insurance and automobile insurance services through Latent Class Analysis (LCA). Furthermore, we examine their characteristics and demands. The empirical results indicate that for medical expense insurance, most consumers are identified as “very satisfied” or “satisfied” groups, but there was a group (11%) expressing dissatisfaction with “service switching”. For automobile insurance, latent groups are identified as “very satisfied” (48%), “satisfied” (31%), and “below average” satisfaction (21%). This study distinguishes itself by systematically analyzing the diverse needs and satisfaction levels of insurance service consumers using a reliable large sample survey. The findings are expected to make contributions for the development of customized insurance services and policy development.

The development of China’s exhibition industry is comparatively recent, but due to the reform and open policy, particularly after the 1990s, it has grown rapidly, and its scale has grown sharply. The recently concluded 9th Shanghai Wine & Spirits Exhibition in China is one of such exhibitions which have been held and is the focal unit of analysis for this study. The Importance-Performance Analysis (IPA) is the research method in this study; IPA compares which differences between ‘the importance of service quality before the liquor exhibition’ and ‘the performance of service quality after the liquor exhibition’ according to four different wine-consumer groups (wine connoisseurs, wine aspirants, wine newcomers, and wine outsiders). Visitors who participated in The 9 th Shanghai Wine & Spirits Exhibition’ in China were surveyed. IPA analysis showed that each wine consumer groupperceived as important how well the exhibition service performed to meet expectations. The result of the differences between importance and performance shows that all four groups were dissatisfied with exhibition-center cleanliness, with exhibition-center pleasantness, with exhibition-center rest-facilities convenience, and with exhibition-homepage details and framework. Accordingly, to successfully convene and operate exhibitions, the utmost importance of these factors should be realized and appropriately addressed. Implications are mentioned relative to increasing visitor satisfaction.

본 연구는 현대 대중음악 트로트 장르에서 나타난 음악적·음악외적인 변화 및 수요층 증가요인에 관한 연구이다. 1930년대 신파성을 겸비한 ‘엘리트의 음악’에서 1980년대 댄스화의 가벼운 감성을 선택한 트로트는 2000년대 이후 ‘네오 트로트’, ‘EDM 트로트’ 등 다양한 장르의 리듬이 혼합된 ‘혼성화’ 양상을 보이며 이른바 ‘신(新) 트로트’를 만들어내고 있다. 현대의 트로트는 과거에 비해 선율, 화성, 창법, 가사 등의 음악적 변화와 가수의 연령층, 의상, 무대, 마케팅 전략 등의 음악 외적인 변화 모든 면에서 그 특징과 질감이 변화되고 있다. 이러한 변화는 역사 속으로 사라질 트로트를 다시 한 번 대중음악산업의 주류장르로 이끄는 원동력으로 작용하고 있다. 트로트를 소비하는 수요층 증가 요인을 종합해보면 트로트와 비(非)트로트 장르와의 혼성화 양상, 트로트 소재의 대중매체 미디어 노출, 젊은 층의 수요층 증가, 트로트를 활용한 심리치료기능 등이 연관되어 질 수 있다. 본 연구에서 10대부터 30대를 대상으로 실시한 <현대 트로트에 대한 젊은 층의 인식> 설문조사 결과, 최근 트로트를 접한 사람은 85%이며, 트로트에 대한 긍정적 시각이 92.2%라는 점에서 트로트의 수요층 증가를 확인할 수 있었고, 이는 현재 트로트의 여러 변화 양상이 수요층 증가의 직접적인 요인으로 작용하고 있음을 입증할 수 있었다. 한국 대중음악사의 가장 긴 시간을 향유했던 트로트는 이제 기성세대에는 추억을, 젊은 세대에는 새로운 인식 기회를 제공하며 K-POP 열풍에 이바지하고 있다.

This study focuses on musical and non-musical changes that have appeared in relation to ‘trot’, one of modern popular music genres, and also assesses factors related to the increasing the number of comsumer groups. ‘Trot’ which was characterized by light emotions of dancing in the 1980s, instead of ‘elite music’, with the characteristic nature of ‘sinpa’ of the 1930s, has shown patterns of ‘hybridization’ combining rhythms of various genres such as ‘Neo-trot’ and ‘EDM trot’ after the 2000s to make the so-called ‘new trot.’ Regarding ‘trot’ of modern times, its characteristics and quality have been altering or adjusting in all aspects related to musical change, including melodies, harmony, vocalism and lyrics, and non-musical change, including age, clothes of singers, the stage and marketing strategy, compared with the past. However, one fact which shouldn’t be overlooked is that such change has become a driving force leading ‘trot’, that may disappear into history, to be a main genre of popular music industry once again. Considering factors regarding the increase in the number of groups of people consuming ‘trot,’ patterns of combination of the ‘trot’ and ‘non-trot’ genres, mass-media exposure of ‘trot’ materials, an increase in young consumer groups and the psychological therapy function of using ‘trot’ can be connected. A survey titled <Conception of the Younger Generation about ‘Trot’> was conducted among people aged from 10 to 39. According to the survey, about 85% of the respondents recently had access to ‘trot’ and 92.2% had positive opinions about ‘trot,’ indicating that an increasing number of people have enjoyed ‘trot’ songs. Such a situation demonstrates that various patterns of change in relation to modern ‘trot’ were working as direct factors for an increase in consumers. Trot, which enjoyed the longest period of Korean popular music history now contributes to the K-POP craze by providing memories for the older generation and new recognition opportunities for the younger generation.

Consumers used to decide the wine choice primarily based on the objective characteristics appearing on the label of the wine bottle. As such it may be important for one to know the of bottle labels and the role they play. Authors aims at capturing the importance of wine label information and perception differences according to the characteristic consumer groups: connoisseurs, aspirational drinkers, beverage wine consumers, new wine drinkers. To connoisseurs the front labels were found more important than that of the back, whereas new wine drinkers attach much importance to the back labels. The result interestingly provides where one should target wine market.

This study analyzed online food consumption behaviors by segmenting consumers based on their dietary lifestyles using the Consumer Behavior Survey for Food in 2024 of the Korea Rural Economic Institute. Factor analysis and cluster analysis classfied the dietary lifestyles of the respondents into the 'convenience and experience-seeking group', 'low involvement group', 'health-seeking group', and 'plan-seeking group'. The highest frequency of online food purchases by respondents was 'once every two weeks', and the most common reason for purchasing food online was 'because it is delivered'. The most frequently used channel for online food purchase was 'online shopping malls', with price, quality, and overall satisfaction remaining above average. The analysis of perceptions and behavioral patterns revealed that consumers primarily utilized online food services for their convenience and place significant importance on others' experiences and verified brands. Among the dietary lifestyle groups, the 'convenience and experience-seeking group' showed the highest mean scores across most perceptions and behavioral items. These results confirm that online food consumption varied significantly depending on dietary lifestyle groups, highlighting that dietary lifestyle is a crucial factor for market segmentation and the development of targeted marketing strategies.

Purpose: New energy vehicles are becoming increasingly popular due to their environmental protection and economic advantages. This study aims to explore the impact of china’s new energy vehicle ESG management on consumer purchase intention, with corporate trust as a mediating effect, with age groups as the moderated mediating effect. Research design, data, and methodology: Conducted online survey for Chinese consumers, and 277 valid samples were returned. First, an exploratory factor analysis and confirmatory factor analysis using the SPSS 26.0 program and AMOS 26.0 program. To test these hypotheses, regression analysis, moderated mediating effect analysis and media effect analysis were performed. Results: The results show that ESG management can affect corporate trust, environment and social have a positive (+) impact on corporate trust, governance has no significant impact on corporate trust. And all three ESG management variables of china new energy automobile industry have positive (+) impact on purchase intention. Thirdly, corporate trust have positive impact on purchase intention. Fouthly, It is corporate trust plays a mediating role between china new energy automobile Industry’ ESG management and purchase intention. Lastly, age groups a moderated mediating role between ESG management, corporate trust and purchase intention in China’s new energy vehicle industry. Implications: The research results will contribute to the development of China new energy automobile industry’ ESG management enterprises in marketing. While making use of ESG management, enterprises should also pay attention to the consumers of the trust of ESG management and build positive impressions of industry in the hearts of consumers, so as to promote the sustainable development of business ecosystem. Furthermore, it can offer valuable insights for practitioners in the development of effective strategies for ESG management implementation.

본 연구는 프라이버시 침해 우려성의 크기와 소비자 혁신성(기능적 혁신성, 쾌락적 혁신성, 사회적 혁신성, 인지적 혁신성)과의 관계성을 제시하고 집단간의 차이를 파악하고 이를 통해 기업의 신제품 확산을 위한 마케팅 전략의 시사점을 제시하고자 하였다. 따라서 본 연구의 시사점은 다음과 같다. 첫째, 기능적 혁신성은 집단 간의 차이가 존재하는 것으로나타났다. 이러한 분석결과는 민감 집단은 프라이버시 침해 우려성이 있음에도 불구하고 업무를 간소화할 수 있는 제품이 출시되면 바로 구매한다는 것이다. 둘째, 쾌락적 혁신성은 집단 간의 차이가 존재하는 것으로 나타났다. 이러한 분석결과는 민감 집단은신기한 제품, 제품에 대한 설레임과 흥분을 주는 제품, 예전에 알지 못했던 새로운 즐거움과 재미를 주는 제품을 선호한다는 것이다. 셋째, 사회적 혁신성은 집단 간의 차이가 존재하지 않는 것으로 나타났다. 이러한 분석결과는 다른 사람들이 경험해본 적이없는 제품을 먼저 사용하는 자존감, 누구라도 부러워하는 호기심을 가질 만한 제품을 먼저 구매 혹은 사용한다는 것이다. 마지막으로 인지적 혁신성은 집단간의 차이가 존재하는 것으로 나타났다. 이러한 분석결과는 민감 집단은 신제품의 경우 소비자가 원하는기능, 디자인, 혁신성 등을 충족할 경우 구입을 한다는 것이다.

This study was intended to present the magnitude of privacy infringement concerns and their relationship to consumer innovation (functional innovation, hedonistic innovation, social innovation, cognitive innovation), to identify differences among groups and to suggest implications for marketing strategies for the spread of new products. The implications of this study are as follows. First, functional innovation has shown that differences exist between groups. Analysts say that sensitive groups are buying products that can simplify their work immediately after release despite concerns over privacy violations. Second, hedonistic innovation has shown that differences exist between groups. These findings suggest that sensitive groups prefer novel products, products that give excitement and excitement about products, and products that give new enjoyment and fun that they have never known before. Third, social innovation has been shown that there is no difference between groups. These analyses show that the self-esteem of using products that others have never experienced before, and the curiosity that anyone envies, are purchased or used first. Finally, cognitive innovation showed that differences existed between groups. These analyses show that new products are purchased when they meet the functions, design, and innovation that consumers want.

최근 몇 년 동안 시장규모가 급속히 성장하여 기존유통과 함께 새로운 유통채널로 등장한 인터넷 쇼핑에 있어서 소비자들의 충동구매는 신용카드 사용과 함께 사회적으로 커다란 문제점으로 부각되고 있다. 또한 인터넷 쇼핑의 경우에는 기존쇼핑에 비해 소비자들은 비계획적인 충동구매경향이 훨씬 더 강하기 때문에 인터넷 쇼핑에서 일어나는 충동구매의 소비자에 대한 심층적인 연구가 필요한 상황이다. 따라서 본 연구는 인터넷 쇼핑을 통해 충동구매를 경험한 소비자들을 대상으로 하여 충동구매유형에 대한 구체적인 탐색과 충동구매유형들 간의 구매후 행동에 대한 차이를 실증적으로 규명하고자 하였다. 연구결과, 인터넷 쇼핑에서의 충동구매유형은 제품에 대한 사전지식없이 즉흥적 구매의욕에 의한 충동구매성향의 암시․순수적 충동구매집단, 판촉활동에 의한 충동구매성향의 자극적 충동구매집단, 과거경험에 의한 충동구매성향의 상기적 충동구매집단 등 3개 집단으로 분류되어지는 상황에서 이들 충동구매유형은 인구통계적 특징과 쇼핑추구가치 측면의 심리적 특징뿐만 아니라 충동구매제품, 충동구매제품가격, 마케팅자극형태 등의 충동구매행태도 다르다는 사실을 발견하였다. 이와 함께 충동구매유형들 간에는 전반적 만족도, 재구매의도, 타인에의 구전의도 등의 구매후 행동에도 차이가 있다는 사실을 발견하였다.

In situation of rapid growth of internet shopping recently, Impulse purchase of consumer is being appeared as social problem with imprudent using of credit card. Especially, rate of thoughtless impulse purchase is more high in internet shopping than different shopping distribution channels. Therefore the purpose of this study is to investigate the characteristics of impulse purchase groups and the difference of post-purchase behavior among impulse purchase groups. The results of this study are as follows: consumer of impulse purchase in internet shopping is divided 3 groups and these groups are different not only into demographic characteristics and psychological characteristics of shopping value but also into the actual state of past impulse purchase. In addition to, this study shows the fact that these groups are different into post-purchase behavior such as general satisfaction, repurchase intention, and word-of- mouth intention by statistical analysis.