• Title/Summary/Keyword: 구매단절

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The effects of bandwagon consumption in SNS on negative emotion, purchase discontinuation, and switching intention (SNS에서의 모방소비가 부정적 감정과 구매단절 및 전환의도에 미치는 영향)

  • Suk, Hyojung;Lee, Eun-Jin
    • The Research Journal of the Costume Culture
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    • v.28 no.3
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    • pp.313-329
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    • 2020
  • Social Network Services (SNS) have become a vital means of shopping, significantly influencing consumers' purchases of fashion products. The aim of this study was to identify bandwagon consumption among fashion consumers and to analyze the effects of bandwagon consumption on negative emotions, purchase discontinuation, and switching intention. A survey questionnaire was developed, and data were obtained from 285 female consumers in Korea aged in their 20s and 30s who had experienced guilt, regret, or disappointment after purchasing fashion products using SNS during the previous six months. The survey results indicated four different types of band- wagon consumption: intentional, impulsive, unintentional, and planned. The presence of negative emotions such as guilt, disappointment, and regret were affected by different types of bandwagon consumption. Intentional bandwagon consumption only affected guilt, while unintentional bandwagon consumption affected both guilt and disappointment. Impulsive bandwagon consumption affected guilt and regret; however, planned bandwagon consumption only affected regret. Furthermore, negative emotions affected purchase discontinuation and switching intention. Planned bandwagon con- sumption had an effect on both purchase discontinuation and switching intention, while both impulsive and unintentional bandwagon consumption influenced switching intention only. Intentional bandwagon consumption had no effect on either purchase discontinuation or switching intention. The results of this study indicate that SNS consumers' bandwagon consumption causes different negative emotions, purchase discontinuation, and switching intention.

Possessions for Me, Experiences for Others: Preferred Gift Type in Gift-giving Behavior for Self or Others and a Moderate Effect of Emotional Disconnection Level (나를 위한 소유, 타인을 위한 경험: 나 vs 타인을 위한 선물 유형의 차이와 감정적 단절의 조절 효과)

  • Rim, Hye Bin;Kim, Seung Hwan;Doh, Eun Yeong;Lee, Byung-Kwan
    • Science of Emotion and Sensibility
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    • v.23 no.2
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    • pp.89-102
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    • 2020
  • Consumers purchase gifts for themselves and for others. This research examined whether one's preferred purchase type (material or experiential) would depend on the gift recipient (self or others). A total of 200 participants took part in online studies via Amazon Mechanical-Turk. Based on the construal-level theory, people will focus on concrete product attributes for psychologically close objects; however, for psychologically distant objects, people will concentrate on abstract product attributes. Study 1 demonstrated that participants preferred material over experiential purchases in self-gifting situations, while they preferred experiential compared to material gifts for others. In Study 2, it was found that individual differences in emotional disconnection moderated the effect of gift recipient on preferred gift type. Specifically, the differences in preferred gift type increased as one's emotional disconnection level increased. The results of this research have theoretical implications in terms of extending construal-level theory to gift-purchasing behaviors. Furthermore, this research has practical implications for marketers and advertisers. Limitations and possible future research directions were also discussed.

A Study on the Impact of Consumption Value on Buying Behavior of Digital Convergence Product (컨버전스 제품의 소비가치 도출을 위한 탐색적 연구 - 로봇제품의 소비가치분석을 중심으로-)

  • Hur, Won-Moo;Kim, Jea-Yung;Park, Kyung-Do
    • Journal of Korea Technology Innovation Society
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    • v.10 no.3
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    • pp.458-485
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    • 2007
  • This study aims to examine the effects of consumption values on digital convergence products buying behavior. Especially, this study examines the nature of consumption values that differentiate incremental innovation products from radical innovation product. We first categorize the convergence products into incremental innovation products and radical innovation products based on the degree of innovation, and then study the differences of consumption values of each product group. The empirical research is conducted on the premise that the consumer's value can play an important role in the process of selecting convergence product types. Although some factors related to function value has been accounted much of, various consumer values have not been studied in the context of convergence product consumption behavior. This research assumes that consumer choice behavior is a function of multiple consumption values such as functional value, social value, emotional value, and epistemic value. The result shows that consumption values of digital convergence products are made up of 4 consumption values-emotional, epistemic, social and functional values. Also, these consumption values affect the purchase intention of consumers. Purchase intention of radical innovation convergence products is affected by emotional value, epistemic value, and functional values. Purchase intention of incremental innovation convergence products is affected only by functional value. Demographic variables such as sex, age and income don't have influence on purchase intention. Our findings suggest that choice behavior of digital convergence product is influenced by several consumption values. Managerially, our result emphasize that convergence products must satisfy the consumption values that consumers are seeking in order to be successful in the market. the theoretical and practical implications of these findings are discussed as well.

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The Location Patterns of Retail Services and the Consumer Behaviors in Jeju Island (소매 유통업체의 입지적 특성과 소비자 이동 행태에 대한 분석: 제주도 서귀포시를 사례로)

  • 현기순;이금숙
    • Journal of the Economic Geographical Society of Korea
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    • v.7 no.1
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    • pp.97-115
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    • 2004
  • The purpose of this study is to investigate the spatial pattern of retail services and the consumer behaviors. For the purpose we select Jeju Island as the study area, because it retains relatively little distorted retail service systems by it's locational isolation. The retail service systems comprise three types: large-scale modern marts, conventional markets, and periodic markets. This study attempts to examine the interrelationships between these three different types, of retail services, and to figure out the spatial characteristics of consumer behaviors for each of them. We performed questionnaire surveys for getting the data of consumer behaviors. We applied several statistical methods to analyze the survey data. Most of retail services are located in two urban centers, Jeju City and Seoguipo City. We found that the locations of retail services are determined strongly by population size. The selection of market type and the location to go for shopping are related strongly with the types of goods. However, there is a wide difference in the consumer behaviors according to the consumer's socio-economic characteristics. Young wives tend to go shopping to large-scale marts in Jeju City which is the higher level central place, while old wives go shopping to conventional markets and periodic markets. They also show different shopping behaviors according to the household income levels. Low income groups prefer to go conventional markets located near to their residence, middle income groups go to large-scale marts in Jeju, and high income group go out of the Jeju Island. However, the consumer behavior does not show big difference according to the size of family. There are also no difference in the selection for shopping location according to the consumer's resident locations.

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Implementation of the SK Planet hoppin for N-Screen Services (N스크린 서비스를 위한 SK Planet hoppin 개발 사례)

  • Kim, Min-Jung;Yang, Jung-Keun;Jeon, Yun-Ho
    • Proceedings of the Korea Information Processing Society Conference
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    • 2012.04a
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    • pp.518-521
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    • 2012
  • N스크린 서비스는 하나의 디지털 컨텐츠를 TV, 스마트폰, 태블릿 PC나 노트북 등을 통해 일관성 있는 문맥으로 단절 없이 소비할 수 있는 환경을 마련해 준다. 현재 이 서비스는 TV와 모바일 기기의 스마트화, 클라우드 컴퓨팅의 확산, 홈 네트워킹의 발전, 모바일 웹을 위한 다양한 기술의 발전으로 그 발전 가능성이 매우 큰 서비스이다. 이런 N스크린 서비스는 단순한 연속적 상연 서비스를 넘어 다양한 기기를 동시에 사용하는 협업적 N스크린 서비스로도 진화할 것이다. 이런 환경에서 개발된 SK Planet hoppin 서비스는 TV, PC, 스마트폰, 태블릿 PC간의 연동을 통해, 기기 종류에 제약 없이 구매된 컨텐츠를 상영할 수 있는 통합 미디어를 구현하기 위해 개발되었다. 이를 위해 통신망으로 연결된 미디어 서버 및 hoppin 단말기를 위한 안드로이드 기반의 플랫폼을 개발하였으며, 크래들을 사용한 TV 연결을 통해 모바일 기기를 secondary 스크린으로도 사용될 수 있도록 했다. 이런 서비스는 현재 국내 유일의 형태이며 hoppin은 향후 협업적인 N스크린 서비스로 더욱 발전해 갈 수 있을 것이다.

The Effects of Luxury Brand-Self Identification on Brand Attachment and Brand Commitment - The Moderating Role of Regulatory Focus - (명품브랜드-자아 동일시가 브랜드 애착과 브랜드 몰입에 미치는 영향 - 조절초점의 조절효과 -)

  • Ahn, Kwangho;Lee, Jieun;Jeon, Jooeon
    • Asia Marketing Journal
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    • v.10 no.4
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    • pp.1-33
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    • 2009
  • This research investigates the effect of brand-self identification on brand attachment and brand commitment focusing on luxury brand. Another purpose of this study is to examine how the relationships among brand identification, brand attachment and brand committment are moderated by consumers' regulatory focus. Structural Equation Modeling using 214 questionnaires was conducted to test hypothesized model. The results reveal that perceived luxury brand personality including excitement, competence, and sophistication influences brand-self identification positively, which in turn has a signifiant positive effect on the brand attachment. It is also found that consumers' emotional attachment to luxury brands has a positive influence on the luxury brand commitment while the effect of the brand-self identification on the brand commitment is not signifiant. This finding strongly supports that brand attachment and brand commitment are distinct construct, which confirms the results of the previous studies. In addition, the results show that consumers-luxury brands relationships are moderated by consumers' regulatory focus. This finding explains that prevention-focused individuals who have interdependent self-view respond to the loss caused by relationship break more sensitively compared to the promotion-focused consumers. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.

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