Analysis of Consumer Purchase Factors through Online Marketing of Convenience Store PB Products (편의점 PB상품의 온라인 마케팅을 통한 소비자 구매 요인 분석)
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- Journal of Digital Convergence
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- v.18 no.5
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- pp.399-404
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- 2020
The purpose of this study is to find out the consumer's purchasing behavior and its factors when a convenience store brand is marketing new PB products online. For this study, we surveyed 2030 millennials about the purchase behavior of convenience store PB products and the paths to encounter PB products. As a result, consumers who purchase convenience store PB products were exposed to the product through SNS or YouTube, and they tended to join the trend by posting on SNS after purchase. In this study, we want to examine the consumption trends of millennials that have this type of consumption and the concept of online marketing that affects them. It is hoped that future consumer purchases will continue to be valuable consumption rather than relying on trends.
This study was intended to analyze the effect of emotional marketing on brand awareness and purchase intention in the coffee shop and investigates how SNS usage play moderating effect roles between motional marketing and purchase intention. The results of analysis are summarized as follows. First, emotional marketing has a positive effect on purchase intention(especially, taste factor and visual facto). Second, in the analysis of the effect of emotional marketing on brand awareness, the significant influence factors were the taste factor, tactile factor, visual factor and auditory factor. Third, as a result of analyzing the effect of brand awareness on purchase intention, it was found that brand awareness had a significant positive(+) effect on purchase intention. Fourth, it was analyzed that the moderating effect of SNS usage between emotional marketing and purchasing intention is to be positive(+) influence in the all detail factors. Therefore, In the start-up stages, it may be helpful to actively use emotional marketing and SNS usage for business activation.
This study tried to investigate the relationships among the sought benefits, consumer-brand relationship and purchase experiences with regard to cosmetics, based on Scmitt (1999)'s Strategic Experiential Modules (SEM) which classified consumer's purchase experiences into five modules (sense, feel, think, act & relate) and provide strategic implications based on the results. According to the result, among the sought benefits of cosmetics, functionality had the most significant impact on purchase experience, and brand affected "sense" and "think-act-relate" experiential modules. Fashion was only found to affect "feel" module. Also, the "think-act-relate" module positively affected all components of consumer-brand relationship. And, "love and passion" component was significantly influenced by sensory experience, while "mutual commitment" and "affinity" were both affected by affective experience. In addition, gender difference was found in fashion, economy, and functionality among the sought benefits, Specifically, women showed higher score on fashion and functionality than men, while men scored higher in economy benefit than women. Also gender was a differentiating factor for "feel" and "think-act-relate" experiential modules, where women scored higher than men. Finally, In terms of causal relationships, "functionality" influenced all three experiential modules (sense, feel, think-act-relate) for both men and women. But, women showed more significant relationship between brand and sensory module, whereas men showed significant relationship between brand and think-act-relate module. At conclusion, the study provides some strategic implications that cosmetics companies need to strengthen brand relationship with consumers in order to provide them with targeted purchase experiences that fit the benefits most sought by them, which will result in competitive strengths.
Overview of Research: Product availability is one of important competences of store to fulfill consumer needs. If stock-outs which means a product what consumer wants to buy is not available occurs, consumer will face decision-making uncertainty that leads to consumer's negative responses such as consumer dissatisfaction on store. Stockouts was much studied in the field of academia as well as practice in other countries. However, stock-outs has not been researched at all in Marketing and/or Distribution area in Korea. The main objectives of this study are to find out determinants of consumer responses such as Substitute, Delay, and Leave(SDL) when consumer encounters out-of-stock situation and then to examine the effects of these factors on consumer responses. Specifically, this study focuses on situational characteristics(e.g., purchase urgency and surprise), store characteristics (e.g., product assortment and store convenience), and consumer characteristics (e.g., brand loyalty and store loyalty). Then, this study empirically investigates relationships these factors with consumers behaviors such as product substitution, purchase delay, and store switching.
This paper provides an empirical analysis of the effects of trust determinants on firm performance in the buyer-supplier relationships by considering warehousing firms in Busan, South Korea. We employed AVAS transformation regressions to address the limitations of linear regressions and found nonlinear relationships between firm performance and trust determinants. Specifically, "longterm and repeated interactions," "geographical proximity," and "cultures and norms of firms and formal institutions" had positive linear relationships with firm performance, and "information sharing and reciprocity" induced an increasing pattern in firm performance. Finally, "interdependence and asset specificity" and "uncertainty removal" led to a decreasing pattern in firm performance. These results suggest that the relationship between trust and firm performance is contingent on the trust determinants that are important source of trust in buyer-supplier relationships and the influence of trust determinants on firm performance varied according to their levels.
The demand of using educational applications for 'smart' devices has recently increased. Accordingly, this study analyzed the satisfaction of educational applications and the factors which affect to purchase intention suggesting optimal development and use for the future. Based on searching for the theoretical background, the research model for the study was set: Appropriateness, interactivity, amusement and ubiquity were designated as independent variables, consumer satisfaction as parameter variable, and purchase intention as dependent variable. Through conducting structural equation modeling with the variables, the results showed that appropriateness, amusement and ubiquity had significant impacts on consumer satisfaction and purchase intention of educational applications. The results were expected to give suggestions as presenting guideline for educational application, improving mobile learning and vitalizing mobile contents.
Recently, the social network game (SNG) industry is expanding at a fast pace by the increase in the charged item sales. The objective of the present study is to explore factors influencing user intention to purchase charged items. Based on the literature review, flow has been introduced as an influential factor of the intention to purchase and individual influence, social relationship, and social influence as factors of flow. Enjoyment and self-competence are assumed to be measurement constructs for individual influence, social interaction and self-presentation for social relationship, social norm and perceived critical mass for social influence. Empirical analysis show that enjoyment and self-presentation has significant influence on users' flow while self-competence and social interaction has not. Also social norms and perceived critical mass directly influence intention to purchase items. Theoretical and practical implications are discussed by this results.
In the online shopping environment, consumers suffer from the process of selecting an optimal supplier. Although comparison shopping agent-based web sites and consumers' online community sites support the selection process, they have limitations when considering diverse and dynamic purchase conditions as a whole, which is the cause of additional consumer effort for optimal supplier selection. This study provides a decision support model with a sensitivity analysis for selecting an optimal supplier considering purchase conditions as a whole. It screens suppliers with filtering factors and provides optimal suppliers through a sensitivity analysis from a Quadratic Programming model. We implemented a prototype system and showed that it could be an effective decision support system for selecting the optimal supplier in the online shopping environment.
Unlike the general buyer-supplier relationship, there are cases wherein the bargaining power of suppliers is greater than that of buyers. This relationship can be found especially in the shipbuilding industry. Thus, this paper focused on strategic items presented in Kraljic's study. The purpose of this study was to examine factors influencing buyers' purchase of strategic items in a market wherein the bargaining power of suppliers is superior. Results show that the path coefficient between environment factor and satisfaction factor was the highest. Additionally, the path coefficient between environment factor and reliability factor was the next highest. Also, as a result of analyzing if there is a difference in perception according to the superiority and inferiority of bargaining power perceived by buyers, significant results were found in some path coefficients.
shows the research model of this study. To accomplish above-mentioned research objectives, the following ten hypotheses were proposed and verified : is the estimation results of l\1NL model, and
shows the marginal effects for each determinant to consumer's responses(SDL). Significant statistical results were as follows. Purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty were turned out to be significant determinants to influence consumer alternative behaviors in case of out-of-stock situation. Specifically, first, product substitution behavior was triggered by purchase urgency, surprise, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Second, purchase delay behavior was led by purchase urgency, purchase quantities, and brand loyalty. Third, store switching behavior was influenced by purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Finally, when out-of-stock situation occurs, store convenience and salesperson service did not have significant effects on consumer alternative responses.
전자상거래 이용 소비자의 공동구매태도와 협상력, 구매의도에 영향을 미치는 요인에관한 이론적 연구
Effects of Trust Determinants on Firm Performance in the Buyer-Supplier Relationships: Empirical Evidence from the Warehousing firms in Busan, South Korea
(구매자와 공급자 관계에서 기업의 성과에 대한 신뢰 결정요인의 영향: 부산시 창고업을 대상으로)
Research on Factors Effecting on Learners' Satisfaction and Purchasing Intention of Educational Applications
(학습자의 교육용 어플리케이션 활용 만족요인과 구매의도에 영향을 미치는 요인 연구)
Factors on the Intention to Purchase Charged Items in Mobile Social Network Game
(모바일 소셜 네트워크 게임의 아이템 구매의도에 영향을 주는 요인)
An Optimal Supplier Selection Model with a Sensitivity Analysis in the Online Shopping Environment
(온라인 쇼핑환경에서 민감도분석을 이용한 최적공급자선정모형)
A Study on the Effects of Strategic Item Attributes on Strategic Partnership in Supplier Dominant Relationship-Focused on Shipbuilding Industry
(구매자 열위, 공급자 우위 시장에서 전략품목의 속성이 전략적 동반자관계에 미치는 영향 - 조선업을 중심으로)
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