Browse > Article
http://dx.doi.org/10.29049/rjcc.2019.27.2.81

Effects of image congruity of social commerce and fashion brand types on purchase intention - Moderating effects of trust and price sensitivity -  

Park, Hyeonyong (Dept. of Fashion Design & Textiles, Inha University)
Choi, Hyung Woo (Dept. of Fashion Design & Textiles, Inha University)
Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
The Research Journal of the Costume Culture / v.27, no.2, 2019 , pp. 81-97 More about this Journal
Abstract
This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and non-brands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.
Keywords
social commerce; image congruity; brand types; trust; price sensitivity;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Park, J. H., & Kwun, S. K. (2005). Suggestions for leveling up the effectiveness of management by objectives (MBO) in the public sector. Journal of Business Research, 20(3), 203-230.
2 Park, W. I. (2016, April 22). 티몬, 종합 라이프스타일 PB 브랜드 '236' 론칭... 유통 전쟁 2라운드 [TMON, launching multi lifestyle PB '236'... Competitive distribution channel in 2nd round]. ChosunBiz, Retrieved April 21, 2017, from http://biz.chosun.com/site/data/html_dir/2016/04/22/2016042201069.html
3 Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74(2), 56-69. Retrieved from https://hbr.org/1996/03/learning-from-customer-defections
4 Reynolds, K. E., & Arnold, M. J. (2000). Customer loyalty to the salesperson and the store: Examining relationship customers in an upscale retail context. Journal of Personal Selling & Sales Management, 20(2), 89-98. doi:10.1080/08853134.2000.10754228
5 Seo, S.-S., & Lee, J.-H. (2011). The effect of characteristics of social networks on trust and purchase intention of social commerce sites. Korean Corporation Management Review, 18(4), 19-37.
6 Sim, J. S. (2012, March 5). 소셜커머스 업계, 너도나도 패션 사업에 '눈독' [Social commerce, "attention" to fashion]. Digital Daily, Retrieved April 1, 2016, from http://ddaily.co.kr/news/article.html?no=88378
7 Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. doi:10.1086/208924   DOI
8 Son, G.-S. (2005). The influence of congruence between parent brand image and self-image on attitude toward extended brand. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
9 Song, H.-C. (2002). A study on online consumers' price sensitivity. The Journal of the Korea Contents Association, 2(3), 59-69.
10 Yang, H., & Choi, E. J. (2014). The effect of shopping value on fashion shopping satisfaction and future behavioral intention in fashion social commerce. Journal of the Korean Society of Clothing and Textiles, 38(3), 293-304. doi:10.5850/JKSCT.2014.38.3.293   DOI
11 Yang, H. J., & Hwang, S. J. (2015). The effect of SPA brand type, price sensitivity and sales promotion on consumer's purchasing intention. Journal of Fashion Design, 15(4), 139-151. doi:10.18652/2015.15.4.9   DOI
12 Yim, K.-H., & Kwon, J.-H. (2014). A study on the effect of shopping value of on-line shopping-mall on shopping-mall satisfaction: Mediating effect of price sensitivity. Journal of Digital Convertgence, 12(11), 49-55. doi:10.14400/JDC.2014.12.11.49
13 Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: Do they affect consumer decision-making?. Psychology & Marketing, 20(8), 733-755. doi:10.1002/mar.10094   DOI
14 Yoon, S. J., & Han, H. E. (2011). The impact of social commerce traits on consumer satisfaction and purchase behavior. Services Marketing Journal, 4(2), 23-46.
15 Zhang, X. R. (2013). A study on effect of the social commerce on brand reputation and the purchase intention of the customer: Focusing on university students. Unpublished master's thesis, Gachon University, Gyeonggi-do, Korea.
16 Zhou, H. (2017). O2O 배경에서 외식산업의 구전커뮤니케이션과 판매촉진이 구매의도에 미치는 영향: 지각된 위험과 가격민감성의 조절효과를 중심으로 [The effect of WOM and promotion on purchase intention in O2O context: Focusing on moderating effects of perceived risk and price sensitivity]. Unpublished master's thesis, Kyunghee University, Seoul, Korea.
17 Ahn, K. H., Lee, J. H., & Heo, Y. H. (2012). The effect of gender image congruence of consumer, parent brand, and extension product category on brand extension evaluation and purchase intention. The Korean Journal of Advertising, 23(6), 161-181.
18 Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T   DOI
19 Baek, M.-Y., & Han, S.-L. (2015). Analysis of usage motivation and repeat-using intention in mobile social commerce. Korea Journal of Business Administration, 28(1), 103-120.
20 Bang, J. M. (2015). The effects of product and store attributes on planned and impulse buying behavior in lifestyle shops. Unpublished master's thesis, Konkuk University, Seoul, Korea.
21 Cho, M.-A. (2009). The effect of purchaser's afternote of internet shopping malls on fashion consumer's trust, satisfaction, commitment and repurchase intention. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
22 Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Fort Worth, TX: Dryden Press.
23 Choi, Y.-J., & Lee, M.-A. (2016). Effects of characteristics of social commerce on purchase intention: Moderating effects of perceived risk and price sensitivity of mobile application users. Journal of the Korean Society of Clothing and Textiles, 40(3), 574-589. doi:10.5850/JKSCT.2016.40.3.574   DOI
24 Dirks, K. T., & Ferrin, D. L. (2001). The role of trust in organizational settings. Organization Science, 12(4), 393-521. doi:10.1287/orsc.12.4.450.10640   DOI
25 Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. doi:10.2307/1251829   DOI
26 Goldsmith, R. E., & Newell, S. J. (1997). lnnovativeness and price sensitivity: Managerial, theoretical and methodological issues. Journal of Product & Brand Management, 6(3), 163-174. doi:10.1108/10610429710175682   DOI
27 Fang, L., & Seo, S.-S. (2011). A study on effect on the credibility and word-of-mouth intention by characters of social commerce. Journal of KECRA, 12(2), 89-108.
28 Fogg, B. J., & Tseng, H. (1999). The elements of computer credibility. Proceedings of the SIGCHI conference on Human Factors in Computing Systems, USA, 80-87. doi:10.1145/302979.303001
29 Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737. doi:10.1016/S0305-0483(00)00021-9   DOI
30 Hong, S.-Y. (2002). Moderating effects of trust in supervisor and justice perception on the relationship between teleworking and organizational effectiveness. Unpublished doctoral dissteration, Ewha Woman's University, Seoul, Korea.
31 Jung, C.-H., & Chung, Y.-S. (2007). An empirical study on the determinants of trust in internet shopping mall: A comparison of Korean and Chinese users. Journal of Information Technology Applications & Management, 14(2), 71-96.
32 Kim, C.-H., & Cho, J.-S. (2009). Attitude formation toward online stores of hybrid stores by the degree of congruence: Based on the relationships among image congruence, substantial congruence, and prototypical congruence. The Korean Journal of Advertising, 20(1), 45-61.
33 Jung, C.-J. (2000). Effects of corporate association and store image on online consumers' price consciousness. Unpublished master's thesis, Hanyang University, Seoul, Korea.
34 Jung, H. I. (2015, May 18). 소셜커머스, '패션' 카테고리 강화 나섰다 [Social commerce, strengthen "fashion" category]. Newsway, Retrieved March 20, 2016, from http://www.newsway.co.kr/view.php?tp=1&ud=2015051816535773445
35 Jung, J.-S. (2014). A study on the impact of the organizational justice on organizational citizenship behavior and moderating role of trust in colleagues: Around casino employees. Unpublished master's thesis, Kyonggi University, Gyeonggido, Korea.
36 Jung, S. A. (2011, November 10). 소셜 커머스가 패션업계 유통 대안 [Next distribution channel of social commerce in fashion industry]. Fashion Insight, Retrieved March 20, 2016, from http://www.fi.co.kr/main/view.asp?idx=37585
37 Kim, A. R. (2015, October 20). '위메프.티몬' 등 소셜커머스, 패션에도 손댄다 [Wemakeprice, TMON start fashion]. The Fact, Retrieved April 1, 2016, from http://news.tf.co.kr/read/economy/1594309.htm
38 Kim, H., & Chung, M. (2015). The effects of clothes shopping orientation and perceived risk on purchase intention in social commerce. The Research Journal of the Costume Culture, 23(3), 384-399. doi:10.7741/rjcc.2015.23.3.384   DOI
39 Kim, J.-Y. (2015). The effects of private brand (PB) characteristics on purchase intention: Focusing on fashion private brand. Unpublished master's thesis, Yonsei University, Seoul, Korea.
40 Kim, S., Park, H., & Kim, G. (2011). A empirical study on the factors influencing the trust of social commerce(s-commerce). Journal of Business Research, 26(3), 95-121.   DOI
41 Kim, S.-H., Hwang, S.-Y., & Kim, Y.-I. (2007). The effects of the 'trust formulation' factors on 'Trust' and 'intention to purchase' by site: The particular case of potential customers experienced at visiting travel agencies' web site. International Journal of Tourism Management and Sciences, 22(3), 281-300.
42 Kim, Y. A. (2004). Effects of customer characteristics and web site characteristics on online customer's price sensitivity. Unpublished master's thesis, Hanyang University, Seoul, Korea.
43 Kim, S.-H., Lee, S.-H., & Lim, T.-S. (2014). The effect of self-brand image congruity and functional congruity on brand love, brand attitude and consumers' responses. Journal of Marketing Studies, 22(4), 1-19.   DOI
44 Kim, S.-H., & Park, K. (2015). Fashion luxury products in social commerce: The effects of price discount on perceived benefit and purchase intention. Journal of the Korean Society of Clothing and Textiles, 39(1), 30-42. doi:10.5850/JKSCT.2015.39.1.30   DOI
45 Kim, S.-W., & Park, B.-J. (2003). A study on the price sensitivity and postpurchase satisfaction in internet shopping mall. Family and Environment Research, 41(9), 69-83.
46 Kim, Y. R. (2011). 소셜커머스의 구매동기에 영향을 미치는 요인에 대한 연구 [A study on factors influencing purchase motivations of social commerce]. Unpublished master's thesis, Korea University, Seoul, Korea.
47 Korea Chamber of Commerce and Industry. (2011, March 8). 소셜커머스 활용 실태와 만족도 조사 [A study on use and satisfaction with Social Commerce]. Retrieved April 1, 2016, from http://www.korcham.net/nCham/Service/Economy/appl/KcciReportDetail.asp?SEQ_NO_C010=20110308001&CHAM_CD=A001
48 Ku, G. E. (2014). Study on the effects of company credibility on the purchase intention of a new brand: Brand image and similarity as moderating variables. Unpublished master's thesis, Hongik University, Seoul, Korea.
49 Kwon, K.-J. (2015). The influence of perceived risks of social commerce on consumer trust (website trust and coupon provider trust) and behavioral intentions. Journal of Foodservice Management, 18(5), 203-224.
50 Kwak, D.-S., Yim, K.-H., & Kwon, J.-H. (2014). A study on the effect of mobile shopping application characteristics on customer preference: Focusing on price sensitivity. Journal of Digital Convergence, 12(6), 171-180. doi:10.14400/JDC.2014.12.6.171   DOI
51 Kwon, Y. (2011). The effects of product information on price sensitivity of online consumer. Unpublished master's thesis, Ajou University, Gyeonggi-do, Korea.
52 Lee, C. Y. (2016, September 29). 소셜커머스 다시한번 '패션'...: 모바일 시장 한판 승부 [Social Commerce once again "fashion"...: Betting on mobile market]. ApparelNews, Retrieved April 21, 2017, from http://www.apparelnews.co.kr/naver/view.php?iid=62935
53 Lee, D. (2003). Antecedents of attitudes toward private brands from the perspective of image congruence. Journal of Channel and Retailing, 8(1), 21-46.
54 Lee, G. H., & Kim, T. H. (2014). The effects of social commerce characteristic on purchasing intention according to construal level. A Journal of Brand Design Association of Korea, 12(4), 181-196. doi:10.18852/bdak.2014.12.4.181   DOI
55 Lee, H. S., & Lim, S. J. (2000). The effect of price and brand on the perceived quality, value and purchase of clothing. Journal of the Korean Society of Clothing and Textiles, 24(4), 498-509.
56 Lee, S. J. (2015). The effect of social commerce as a purchase channel on value perception of luxury product. Unpublished master's thesis, Seoul National University, Seoul, Korea.
57 Lee, J., & Choi, I. (2011). The change in trust toward social commerce companies after failure of social commerce services: Focusing on severity and main source of service failure, and brand equity of social commerce companies. The Korean Journal of Consumer and Advertising Psychology, 12(4), 799-824. doi:10.21074/kjlcap.2011.12.4.799   DOI
58 Lee, M.-J., Chung, S.-J., & Jeon, Y.-J. (2012). A study on satisfaction and intention to re-purchase fashion goods through social commerce. Journal of the Korean Fashion & Costume Design Association, 14(2), 63-74.
59 Lee, M. K. O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91. doi:10.1080/10864415.2001.11044227   DOI
60 Lee, S.-H., & Cho, J.-H. (2013). The impact of consumers' characteristics on purchasing private brand of open-market and social commerce. The e-Business Studies, 14(3), 215-231.   DOI
61 Li, J. (2011). 공동구매형 소셜커머스 수용에 영향을 미치는 요인에 관한 연구 [A study on factors influencing acceptance of group-buying social commerce]. Unpublished master's thesis, Korea University, Seoul, Korea.
62 Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245. doi:10.2307/3172830   DOI
63 O, H.-J., Yun, Y.-S., & Lee, K.-Y. (2006). An empirical study on the determinants of trust and purchasing intention in online shopping. Journal of Industrial Economics and Business, 19(1), 205-224.
64 Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734. doi:10.5465/amr.1995.9508080335   DOI
65 Min, K.-M. (2018). A study consumer food life style of food involvement and HMR choice attributes and purchasing behavioral: Moderating effects price sensitivity. Unpublished doctoral dissertation, Catholic Kwandong University, Gangwon-do, Korea.
66 Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi:10.2307/1252308   DOI
67 Mun, Y.-J., & Lee, J.-H. (2008). A study on the performance of online community reputation, social presence, interactivity, playfulness: Mediating role of trust and flow. The e-Business Studies, 9(1), 75-99.   DOI
68 Nam, E., & Lee, J. (2009). Comparison of price sensitivity based on the shopping value, purpose of use and social situation. Journal of the Korean Society of Clothing and Textiles, 33(9), 1452-1462. doi:10.5850/JKSCT.2009.33.9.1452   DOI
69 Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1), 13-23. doi:10.1108/eb008185   DOI
70 Park, H. C. (2011). 사회네트워크 특성이 성과에 미치는 영향에 관한 연구: 신뢰의 조절효과를 중심으로 [The effects of Social network on performance: Focusing on doderating effect of trust]. Unpublished master's thesis, Korea University, Seoul, Korea.