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ISSN : 1229-8778
The purpose of the paper was exploration of reasons as to why people wish to know their own future(in this paper we named fate consumption behavior). For achievement of this purpose, we set two sub-research questions and found answers. First, we assumed that fate consumption behavior is determined by how to think their own orientation of fate. Based on this assumption, we explored conceptual structure of orientation of fate and stability of structure of that, which is determinants of fate consumption behavior. Results is fate's orientation have four sub-factors of fatalism, belief to change fate, belief to create fate and hereditary fatalism. Second, we examined the relationships among variables established into antecedents on fortune-consumption behavior. Results is that belief to change fate and hereditary fatalism are main determinants of fate consumption behavioral intention. Belief to change fate and fatalism were influenced by the same predictors, which were past experience, accuracy of prediction, experience on success/failure in life. Belief to create fate is influenced by individual difference variable of self-efficacy and certainty preference. But hereditary fatalism is not influenced by even any other antecedents. Finally, we discussed implications of these results.
At this research, we have tried to identify the features and functions of concept products for digital house at near future in line with the life style of consumers and their needs. Although consumers' implicit needs has to be explored for developing future concept products, there has not been sufficient efforts to set up evaluation model to be applied during the product development. This research aims to identify the consumers' subjective response on 'concept products' in line with their life style, and evaluate the ways to relate the psychological needs to the products. For this research, 69 concept products have been evaluated by 23 participants aged between 20-30. Subjective responses of consumers were extracted by Q-methodology, and their preference responses on products were evaluated by their response from the life style scale. The concept products for future house were classified by three categories reflecting different psychological needs; 'Smart House Type', 'Sweet House Type', 'Selfish House Type'. Three types of concept products were also the examples of three different types of life styles through which are reflected on the products. At this research, we could identify how the consumers' life style and psychological needs are expressed on the specific functions and designs of consumer products. Through this research, we could propose a methodology to relate the consumer culture and life styles into the function and image of products.
Previous research showed that action produce more regret than inaction(Kahneman & Tversky 1982). However, according to the studuies of Zeelnberg, Van den Bos, Van Dijk, & Pieters(2002), inaction produce more regret than action. Present study used a consumer's regulatory focus to present new interpretation regarding the discrepancy results described above. In the present study, we try to explain of the psychology of regret by consumer's regulatory focus. The conclusion of this study is written as below. First, consumers who have a prevention goals showed more regret than consumers who have a promotion goals on negative outcomes. Second, in the case of consumers who have a prevention goals, an action effect had occurred, like Kahneman & Tversky's(1982) studies. However, in the case of consumers who have a promotion goals, an inaction effect had occurred, like Zeelenberg, Van den Bos, Van Dijk, & Pieters's(2002) studies.
This study examined the effect of self-congruency and self-monitoring on brand preference. The results showed the main effect of self-congruence and the interaction effect between self-congruence and self-monitoring. These results suggest that consumers prefer the brands that are congruent with their own image, regardless of product categories. Particularly, high self-monitoring consumers are more likely to show brand preference or loyalty than low self-monitoring consumers when brand personality is congruent with their own image. Therefore, marketers or brand managers have to concentrate their focus towards high self-monitoring group for brand management.
The Purpose of the present study is to develope Korean consumption emotion items that influence customer satisfaction and dissatisfaction were developed. One hundred and eighteen positive emotion items and 173 negative emotion items were developed from focus group interview and preliminary survey. Factor analysis extracted 8 factors of positive product emotions, 10 factors of positive service emotions, 6 factors of negative product emotions, and 5 factors of negative service emotions. Some emotions were distinctive to the product and other emotions were distinctive to the service.