• Journal of Distribution Science
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• v.10 no.4
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• pp.21-28
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• 2012

While recent economic stagnation has left consumers dispirited, rapid growth has been seen in the domestic coffee industry recently. With the growth in coffee consumption, a tremendous increase in the number of specialty coffee shops has been seen in the domestic coffee market. The expectation that markets specializing in coffee will continue to grow for a long time will cause existing enterprises to expand their shops and increase the rate of entry of new shops. Intense competition in the domestic coffee market will force companies to create a competitive advantage through differentiated marketing strategies. This paper focuses on how the shopping value and repatronage intention of customers using coffee shops is affected by service quality. Moreover, this paper intends to examine the service quality that is critical for the successful management of relationships and the values that are important to consumers. For these purposes, the discriminative effect of service quality on shopping value was analyzed and the effect of utilitarian and hedonic value on repatronage intention was reviewed. The results of this study are detailed below. First, interaction and outcome quality can positively affect the hedonic value, whereas environment quality is not meaningful for utilitarian value. Considering the relative effect on utilitarian value outcome, the effect of outcome quality is greater than that of interaction. This result shows that the role of outcome quality is most important for improving utilitarian value. Second, outcome and environment quality positively affect hedonic value; however, interaction quality does not meaningfully increase hedonic value. These results indicate that customers recognize hedonic value on the basis of their evaluation of the service outcomes and the background to delivery service. In particular, it was revealed that the relative effect of outcome quality on hedonic value is greater than that of environment quality. Third, both utilitarian value and hedonic value had a positive effect on repatronage intention. The relative influence of the hedonic value is that the shopping value affects the repatronage intention more than the utilitarian value. These results mean that customers recognize coffee shops as spaces for satisfying utilitarian and hedonic values, and they place more importance on the benefits of the emotional experience than functional needs. Finally, this study suggests that output quality is more important than other service factors, and the results of this paper give some implications to the coffee shop industry that customers seek utilitarian needs based on economic value and place more weight on hedonic value, such as that offered by relationship media.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.89-98
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• 2018

The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.

• Journal of Distribution Science
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• v.6 no.2
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• pp.61-79
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• 2008

This paper studies on the influence of customers' perceived store crowding, shopping emotions, shopping value, and repatronage intention. The result is as follows. First, human crowding and spatial crowding influence two dimensions of shopping emotions: positive shopping emotions and negative shopping emotions. Especially human crowding influences positively on positive shopping emotions while spatial crowding influence positively on negative shopping emotions, which means that shoppers visiting stores feel negative shopping emotions toward spatial crowding, but that shoppers' crowding in stores can arose positive shopping emotions which intrigue interest and liveliness. Second, positive shopping emotions and negative shopping emotions influence two dimensions of shopping values: hedonic shopping value and utilitarian shopping value. Especially positive shopping emotion influences positively on utilitarian shopping value and hedonic shopping value while negative shopping emotion influence negatively on utilitarian shopping value and hedonic shopping value. Third, the result shows that shoppers' shopping values influences positively on repatronage intention.

• Journal of Convergence for Information Technology
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• v.8 no.4
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• pp.127-133
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• 2018

In recent years, the interest and importance of the sharing economy is increasing, and car sharing services are being activated. This study examined the effect of shopping value perceived by consumers on brand loyalty and intention to use the car sharing service. The purpose of this study is to identify the effects of these relationships on utilitarian and hedonic shopping values. To verify this, data were collected from 364 car sharing users and analyzed using structural equation modeling. As a result, both utilitarian shopping value and hedonic shopping value had a positive effect on brand loyalty. Brand loyalty had a positive effect on intention to use. Therefore, this study can confirm that the use situation of car sharing service is a theoretical and practical point in suggesting shopping value considering consumption attribute. This implies that a consumer-oriented approach to the sharing economy is needed.

• Journal of Distribution Research
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• v.13 no.4
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• pp.21-46
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• 2008

The purpose of this study in to investigate the high-arousal has a direct effect on the pleasure. Especially this paper focused on the moderating effect of shopping value(hedonic vs utilitarian). Namely, interaction effect of arousal and shopping value has a direct effect on the pleasure. We also examine the pleasure impact on the behavior intention. The main results of this article are as follow; First, it was proved that high arousal can influence on pleasure. Second, it was also proved the interaction effect of arousal and shopping value can influence on arousal. Third, it was proved the pleasure can have a positive influence on behavior intention.

• Korean Journal of Human Ecology
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• v.13 no.5
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• pp.765-776
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• 2004

The objectives of this study are to compare the levels of materialism with hedonic-utilitarian shopping values among 645 college students in Ulsan and Seoul, Korea; Columbus, Ohio, USA; and Nagasaki, Japan, and to analyze the impact of materialism on hedonic-utilitarian shopping values. As for the levels of hedonic shopping values, the students in Japan and Ulsan had the highest of all, whereas for the levels of utilitarian shopping values, those in Ulsan had the highest. For the levels of materialism, the students in Ulsan had the highest of all and those in Seoul had the lowest. And three scales in the materialism had a different influence on hedonic-utilitarian shopping values.

• Journal of the Korean Home Economics Association
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• v.41 no.6
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• pp.131-142
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• 2003

Consumer researchers' growing interest in consumer experience has revealed that many consumption activities produce both hedonic and utilitarian outcomes. The personal shopping value also has both hedonic and utilitarian dimension. This article describes the effect of socio-economic variables and materialism on hedonic and utilitarian shopping value. 820 middle, high and college students in Seoul and Ulsan were surveyed. A moderate degree of positive intercorrelation between hedonic and utilitarian shopping value support the trend of consumption ambivalence. Materialism is positively related to hedonic and utilitarian shopping value. While age is negatively related to utilitarian shopping value, it is unrelated to hedonic shopping value. The mean scores of hedonic and utilitarian shopping value in Ulsan is higher than in Seoul.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.283-288
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• 2019

This study investigated how consumer's uncertainty avoidance affect purchase deferral intention when purchasing high-involved products (i.e. laptops) in online shopping, and we looked at whether utilitarian/hedonic consumption value has a moderating effect in this relationship. Results showed the higher the uncertainty avoidance, the higher the deferral intention. Also, only the utilitarian consumption value had moderating effect in this relationship. This means that in an information overload situation like online shopping, consumers are more likely to delay their purchase intention when they have more uncertainty avoidance. Thus, to prevent this purchase delay, marketers should selectively present relative product information, strategically emphasize the importance of certain product attribution to reduce consumers' uncertainty of the product or highlight the utilitarian values of product attributes that are expected to have a significant impact on decision making.

• The Journal of the Korea institute of electronic communication sciences
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• v.9 no.8
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• pp.945-953
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• 2014

This study attempts to explore the connectivity among brand personality, shopping value, customer satisfaction and recommendation intention by deriving brand personality image factors of online shopping malls. The analysis results are as follows. First, the brand personality of shopping malls were derived as 'vital', 'familiar', 'credible', 'competent', and 'sophisticated.' Second, shopping value was derived as hedonistic and practical shopping values. Third, it was shown that brand personality of shopping malls has significant impacts on shopping value. In addition, customers' shopping value, customer satisfaction and recommendation intention have significant impacts on each other. It is expected that this study can provide basic information for constructing differentiated marketing strategies in the domestic online shopping malls whose competition is heating up.

• Journal of Distribution Research
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• v.17 no.4
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• pp.1-27
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• 2012

Conceptualization of store image have been suggested in the past by many marketing scholars. The dominant perspective about store image is treated as the results of a multi-attribute model. Store image is expressed as a function of the salient attributes of a particular store that are evaluated. Though, there is a little confusions about what elements compose the store image, most scholars agree that merchandise, service, atmosphere, physical facilities, comfort, and location are generally accepted elements as store image. A considerable researches support that shopping can provide both hedonic and utilitarian value. Hedonic shopping value reflects the value received from fantasy and emotive aspects of shopping experience, while utilitarian shopping value reflects the acquisition of products. These two types of shopping value can affect shopping satisfaction. This study examines the relationships among stores images(store atmosphere, salespeople services, facilities, product assortment, and store location), shopping values(utilitarian shopping value and hedonic shopping value), and shopping satisfaction based on discount stores (E-Mart, Home plus, and Lotte Mart). The author hypothesized that five store image components affect shopping values, and these shopping values affect shopping satisfaction. The author focused on the roles of perceived retail crowding between these relationships. Specifically, the author hypothesized that perceived retailing crowding moderated the relationship between shopping values and shopping satisfaction. The author also hypothesized the direct effect of perceived retail crowding on shopping satisfaction. Finally, the author hypothesized that five store image components affect directly shopping satisfaction. Research model is presented in