College Student Consumers Research Articles

대학생 소비자의 TV광고정보인지 및 이해에 관한 연구: 광고 속 소비자기만요소를 중심으로

The purpose of this study is to analyze college students' TV advertising information recognition, comprehension and affecting factors on them. Data were collected by a survey of college student consumers after experiments with TV commercials. ANOVA, Duncan, and stepwise multiple regression analysis were carried out with the gathered data. The results are as follows. First, the TV advertising information comprehension degree of the college students consumers were shown to be low, by 41.2%. The comprehension degree was especially low when the information was presented visually without any verbal expression. Second, assuming that the comprehension of TV advertisements is defined by a correct perceptual understanding after recognizing the consumer-deception factors, the percentage of correct answers was poor, by 29.2%. Third, according to sex, average monthly income, degree of immersion on TV commercials, advertisement attitude, and consumer education of school, the TV advertisement information recognition and comprehension showed varying degrees between the groups. In the case of women students whose average monthly income was 100 to 300 thousand Korean won, had a high degree of immersion on TV commercials, and a high degree of consumer education at school, the TV advertising information recognition was shown to be high. In the case of third year college students who had a medium level of immersion on TV commercials and a high degree of consumer education at school, the TV advertisement comprehension was high. Fourth, the high explanatory factor of TV advertising information recognition and comprehension was found to be common because of consumer education at school.

New Brand Worlds: College Student Consumer Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video Games

No previous study has yet quantitatively examined attitudes toward brand placement in multiple media. A survey was conducted of 437 college students regarding their attitudes toward brand placements in films, television shows, songs, and video games. A previously unexamined element in the literature, genre, was incorporated. Our results suggest that attitudes toward brand placement are positive overall across media, but that brand placements in songs and video games are less acceptable than within films and television programs. In addition, specific genres are considered especially appropriate or inappropriate for the strategy.

Website evaluation criteria among US college student consumers with different shopping orientations and Internet channel usage

AbstractThe purpose of this study was to compare the website evaluation criteria among college student consumers in the US with different shopping orientations and Internet channel usage (i.e. online information searchers, online purchasers). The sample for this research was 414 college students, non‐married and aged 18–22 who have experience in visiting websites selling apparel products. Five apparel website evaluation criteria were identified by factor analysis (i.e. product information, customer service, privacy/security, navigation, auditory experience/comparison shopping). Based on shopping orientation factors, cluster analysis revealed three shopping orientation clusters (i.e. Hesitant In‐home Shoppers, Practical Clothing Shoppers, Involved Clothing Shoppers). Factorial manova showed that website evaluation criteria were significantly different among college student consumers with different shopping orientations and between online information searchers and online purchasers. Implications and limitations of the study are discussed.

Emerging Market Forces and Their Influence on the Global College Student Market: A Preliminary Assessment of American and Korean Students

The rise in globalization and the importance of the Internet are relatively recent phenomena that are causing retailers to rethink the way they do business. While this sudden shift in the way business is conducted affords retailers new opportunities to expand their markets (Roth. 1995) it also furthers the threat from increased competition (Duncan and Ramaprasad, 1995). Due to this shift, many retailers are currently attempting to expand their markets globally through the use of the Internet. Unfortunately, few retailers understand how to fully address this new trend toward globalization through the use of technology in an effective manner. This problem has arisen, in part, due to the continuing debate about whether to standardize or localize certain aspects of their marketing mix. This dilemma is compounded because most past research that considers standardization versus localization and the use of the Internet is either entirely domestic in nature or focuses on cultural differences, ignoring the many potential cultural similarities that abound. Furthermore, no studies that the authors are aware of has compared Internet use among culturally dissimilar countries with the intent of identifying those similarities that would aid retailers in understanding how to better use the Internet to expand their markets globally. Therefore, the primary purpose of this paper is to provide a foundation for understanding the influence that the Internet has for the global college student consumer market and to provide some preliminary information on the behaviors and motivation for Internet shopping by college students. A secondary objective is to learn about the future intentions that college students might have regarding their use of the Internet for the purpose of shopping. Our focus is on understanding these issues by interviewing a small sample of respondents in the United States and Korea. Thus, we conducted depth interviews with 12 male college students (4 Americans, 4 Koreans attending college in the United States and 4 that are currently attending college in Korea). In addition, the 1998 survey results (tenth survey), on the topic area of Internet usage, from the Graphics, Visualization, and Usability Center (GVU) at the Georgia Institute of Technology was utilized to compare the findings of this study with quantitative research results to seek out common findings. Hopefully, the results of this study will aid and encourage further research on this topic and may aid retailers in better understanding the topic as well. To accomplish the objectives of this paper, first, a review of the literature related to globalization and homogenization of the college student market and its utilization of the Internet will be presented followed by findings of our study, and finally a discussion of implications for researchers and practitioners is presented.