• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.1-19
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• 2013

본 논문은 모바일 패션 쇼핑의 소비자 행동을 설명하기 위해 모바일 패션소비자의 유행선도력(유행선도성향, 의견선도성향, 선도잠재성향)과 모바일 상거래 특성(모바일 편재성, 모바일 개인화, 모바일 위치성)을 패션 수용상황에 적합한 기술수용 관점에서 관련성을 제시하여 시사점을 도출하고자 한다. 본 조사는 모바일 인터넷 서비스 및 커머스를 1회 이상 이용해 본 경험이 있는 패션 소비자 406명을 자료 분석에 사용하였으며, 분석 결과는 다음과 같다. 첫째, 패션소비자의 유행선도력의 유행선도성향과 선도잠재성향은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 패션소비자의 모바일 상거래 특성의 편재성은 지각된 가치와 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 모바일 패션커머스에 대한 지각된 가치는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모바일 패션커머스에 대한 지각된 유용성은 수용태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 모바일 패션커머스에 대한 지각된 신뢰는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 이 결과로 패션 소비자의 유행선도력과 모바일 상거래 특성이 패션 모바일 커머스를 확산하는 능력을 지녔음을 제시한다. 또한 기존 연구에서의 패션상품 구매의도 형성요인들과 통합할 경우, 보다 설명력 있는 확장된 혁신수용 모델이 개발될 것으로 예상된다.

• The Korean Fashion and Textile Research Journal
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• v.19 no.6
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• pp.712-722
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• 2017

Attention to appearance is a common concern for all. Images created by appearance play an important role in judging people in terms of social life in contemporary society. This study investigated general behaviours of appearance management behaviours of both male and female college students, and categorised consumption emotion experienced by appearance management. In this regards, it was examined how consumers' psychological mechanism of consumption emotions influences consumers' satisfaction and their behavioural intentions. The main results are as follows: First, female students invest more time and money into appearance management compare to male students and have a higher level of attention. Secondly, both male and female students experience a variety of consumption emotions in appearance management behaviours. According to gender, female students show a higher level of positive and negative consumption emotions than male students. Thirdly, there are five emotional types (Confidence, Annoyance, Refreshment, Enjoyment, Anxiety) as the result of the consumption emotional typology in terms of appearance management behaviours of male and female university students. Fourthly, there are different emotional groups which influence consumers' satisfaction or behavioural intention according to gender in appearance management behaviour. In general, emotional groups such as 'Confidence, Delight and Anxiety' have a positive influence on consumers' satisfaction and behavioral intention, and 'Annoyance' composed of negative emotions have negative influence. In this respect, this research can contribute to beauty product development and marketing strategy with reflecting consumption emotion, and better understanding of consumption culture of university students which plays a pivotal role in appearance management behavior.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.21-32
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• 2021

This study focuses on the individual characteristics of consumers and creating shared value in relation to recent increasing value consumption. Specifically, it was intended to verify what socio-psychological variables of consumers affect value congruency and product purchase intentions in relation to cosmetics products based on creating shared value activities. In order to verify hypothesis, an online survey was conducted, and the main and mediate effects of the variables were verified through SPSS' Process Macro method. As a result of empirical analysis, the higher the ethical identity, altruism, and consumer effectiveness, the higher the value congruency. Altruism and consumer effectiveness had a positive impact on purchase intentions. We also find that value congruency has a significant mediating effect on the effect of socio-psychological variables on purchase intention. The results of this study provide practical values and implications for companies' need to emphasize consumers' consumption behavior as it can have a significant positive impact on society. It also suggests the importance of finding out what values consumers seek. In other words, this study can provide strategic implications for public relations plans when performing marketing activities by utilizing the values pursued by CSV in companies. Future research will provide strategic implications for promotional measures when marketing is carried out if the consumer's segment is further refined to verify the effectiveness of creating shared value.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.169-180
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• 2022

As people spend more time indoors due to the COVID-19 pandemic situation, content consumption is increasing, leading to the rapid demand for Over The Top(OTT) services. Thus, this study attempted to verify impacts of OTT traits on the value, satisfaction, and continuous use intention perceived by users. Through the survey, 437 responses were collected, and analysis was conducted using AMOS 26.0. Results found that the traits of OTT service had a positive effect on perceived value that had a positive effect on user satisfaction and continuous use intention. User satisfaction was also found to have a positive effect on the intention to continue using OTT services. Moreover, hedonic innovation moderated the relationships between OTT traits and perceived value with exception of ubiquity. The findings provide valuable information for OTT service providers in understading users' behaviors.

• Information Systems Review
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• v.25 no.4
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• pp.161-181
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• 2023

As the post-COVID-19 consumer life environment is rapidly becoming non-face-to-face, changing non-face-to-face financial life services are having a significant impact on consumers' daily lives. People who do not have access to digital devices and services that have become essential goods are at risk of being left behind in the "digital blind spot," where they are marginalized not only in their daily lives but also in society and the economy as a whole (Kim Min-Jeung A, Kim Min-Jung B, Park Joo-Yung, 2022). In this study, we examined the effects of perceived control factors, Cognitive control, behavioral control, and decisional control, on intention to use digital finance. For this study, we surveyed 133 customers who are aware of and intend to use digital finance. The results show that cognitive control, behavioral control, and decisional control have significant effects on intention to use digital finance. In this relationship, the moderating effect of privacy concerns differs from the effect of decision control on intention to use digital finance. These findings suggest that digital financial services firms should consider whether to reduce or increase customer control. Based on these findings, we discuss marketing strategies and implications for digital financial services companies.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.177-185
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• 2012

This study started why do consumers use the counterfeit goods. We executed the pretest through the depth interview, and made an purchase motivation scale, useful satisfaction and dissatisfaction factor scale of counterfeit goods. We found out having the recognition difference of China consumers about these. The results is as follows. First, Counterfeit use motivation ostentation, economic efficiency, satisfaction, and the practicality of four was All counterfeit motivation had a significant impact on attitudes. Second, the personal satisfaction and economic satisfaction as two counterfeit satisfaction factors were Counterfeit products personal satisfaction factors showed a significant influence on the attitude. Also the purchase of counterfeit economic satisfaction had a significant positive impact. Third, counterfeit dissatisfaction factors were personal, social and material factors of dissatisfaction into three Significant influence attitude toward counterfeit products is a factor. Purchase of personal dissatisfaction factors also had a significant impact. These findings made it possible for in-depth understanding of the behavior and culture in China of counterfeit consumer use. The results of this study has provided data that can be utilized in the future counterfeits reduce the use of public awareness campaigns.

• Journal of Families and Better Life
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• v.33 no.6
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• pp.97-113
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• 2015

The purpose of this study is to examine adolescent consumers' donation intention. To attain the goal, a survey was conducted to middle and high school students and undergraduates at the age of 25 or younger residing in Seoul and the capital area from June 1st to the 25th in 2015. A total of 450 questionnaire sheets were used for final analysis. This study investigated adolescent consumers' donation attitude and donation intention levels and also the effects of related variables on their donation intention with the mediation of their donation attitude. The implications of this study for consumer education and policy will be meaningfully used to increase their donation behavior afterwards. According to the major findings of this study, first, adolescent consumers' donation attitude was relatively positive, and their donation intention was relatively lower than their donation attitude. Second, comparing the total causal effects of variables on donation intention, interest in donation was found to the biggest, and the next were subjective norms, mother's participation in the donation experience (yes), personal citizenship, donation attitude, male students, the subjective level of financial status, face-saving behavior, and undergraduates in order.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.141-150
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• 2008

The purpose of this study was to assess the causal relationships among hedonic belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal effects of constructs. Results of the study demonstrated that fit of the restricted baseline model is significantly worse than that of the unrestricted proposed model, in which more parameters are estimated. The effects of hedonic belief, ambivalence and subjective norm on attitude were statistically significant. The effects of hedonic belief, subjective norm and attitude on meat consumption were statistically significant. The effect of attitude on intention was statistically significant. Moreover, attitude played a mediating role in the relationships between hedonic belief and meat consumption, between ambivalence and meat consumption, and between subjective norm and intention. This study suggested that the consumer decision-making process for eating meat products is best modeled as a complex system that incorporates both direct and indirect effects on meat consumption. This study believed the evidence presented supports this position. Moreover, this study appeared to be a worthy area of pursuit.

• Journal of Digital Convergence
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• v.9 no.4
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• pp.143-156
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• 2011

To accomplish these purposes, First, this research divided hallmark of the environment friendly agricultural products into organic products and pesticide-free products and participants are classified as having promotion or prevention regulatory focus. In addition, consumer value type is categorized into value of social psychology and functional value. Second, construal level divided into high and low on the relationships between the consumer value and purchase intention. The main factors of the consumer value such as value of social psychology and functional value were found from the previous studies. This study is meaningful that the fit of regulatory focus between hallmark of organic products and pesticide-free products in environment friendly agricultural products. The regulatory relevance could moderate the level of persuasion knowledge activation. Also, This research is meaningful that the fit of construal level theory between Consumer value and purchase intention by person's psychological personality. The construal level relevance could moderate the level of marketing activation.

• Management & Information Systems Review
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• v.33 no.1
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• pp.263-278
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• 2014

The purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their evaluation of clothing store's VMD and store visiting intention. The results showed that the hedonic and utilitarian benefits of store VMD have significantly a positive impact on visiting intentions. In addition, the relationship between perceived hedonic benefits and store visiting intention was significantly different for PO and PE groups; hedonic benefits explained significantly more of the variance in store visiting intention for promotion-focused group than prevention-focused group. Conversely, utilitarian benefits explained significantly more of the variance in store visiting intention for PE than PO group. These results supported both hypotheses and showed that consumers with a promotion focus have stronger visiting intention toward the VMD with hedonic benefits compared with VMD with utilitarian benefits. Conversely, consumers with a prevention focus have stronger visiting intention toward the VMD with utilitarian benefits compared with VMD with hedonic benefits.