• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.6
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• pp.962-976
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• 2018

This study examined: 1) the influence of 3 social presence types including shopping companions, other consumers, and sales associates on the consumer's purchase decision at a retail store; 2) the difference in the influence by shopping situation involving shopping together or shopping alone; and 3) the differences by consumer susceptibility to social influence and self-confidence. The study conducted three experiments with the retail shopping scenario manipulating consumer's positive self-evaluation, but lack of confidence after trying on a clothing product. Experiment 1 and Experiment 2 examined the positive influence of social presence while Experiment 3 examined the negative influence. The results showed that the positive comment of a shopping companion had the highest influence on the purchase decision. Such impact was more observable under the low susceptibility to normative influence. The negative comments of sales associate and shopping companion lowered the purchase decision. There was no difference by shopping situation. The results imply that influences of social presence on the consumer's purchase decision are different by positive or negative comments and such influences are not different by shopping situation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.4
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• pp.179-193
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• 2021

As pets such as dogs and cats have been accepted as family members and companions, calling them companion animals has become more and more common. As the trend of identifying companion animals with humans and treating them as members of a family is spreading, people are more concerned about food, health, and leisure for companion animals, searching for expensive products, and accelerating the growth of related businesses. This study collected data by conducting an online questionnaire targeting customers who visited online companion animal shopping malls. Data collected only for people who have purchased companion animals at least once in online shopping malls for companion animals were used for empirical analysis. Questionnaires from 205 people were collected, but a total of 198 copies were used for the analysis, excluding the questionnaire that gave an insincere response. The results are as follows. First, through exploratory factor analysis, it was confirmed that the service quality factors of the online shopping mall for companion animals consisted of four dimensions: communication-transaction, safe security, design, and information provision. Second, it was found that communication-transactions, information provision, design, and safe security, which are the service quality factors for companion animal online shopping malls, all have a significant positive (+) effect on customer satisfaction. Third, it was confirmed that customer satisfaction in online shopping malls for companion animals had a significant positive (+) effect on loyalty. Fourth, in the relationships between service quality factors (communication transaction, safety security, design, information provision) and loyalty of companion animal online shopping mall, it was confirmed that customer satisfaction has complete mediating effects.