• Journal of the Korean Society of Costume
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• v.52 no.1
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• pp.89-101
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• 2002

The purpose of this study was to characterize purchase behavior at internet shopping mall and the preference for fashion design through analysis Net generations. The subjects for this sample were teen-agers and university students who had dwelled at pusan and ulsan in south korea. This study had 824 samples who had purchasing of fashion apparels at the internet shopping mall. The sampling data in this survey was analyzed by frequency analysis, factor analysis, T-test, Duncan-test, MANOVA and ANOVA of SPSS WIN package. The results of the study were as follows: 1. It was proved that among 824 individuals, 790(95.9%)individuals uses internet or pc communication and 33 individuals don't use any of them. 35.1% of using internet people have been using that for 1∼2 years. And they used internet for 1∼3 hours in a day(52.9%). And Net generations preferred Internet Shopping Mall because they didn't need to take the troubles of shopping and parking, but at the same time, they seemed to have distrust because they couldn't check the products personally. 2. People who decide to purchase by products and pursuit of information prefer cuffs, collar design, people of pursuit of convenience prefer sleeve, neckline, pants design, people of advertising and pursuit of services prefer cuffs, sleeve, collar, neckline, pants design and color. People who was dependent on perception of danger when they purchase preferred color and pattern. 3. It was proved that purchase attitude for men at internet shopping mall was convenience and for women, advertising and pursuit of services. 1318 teenagers decided to purchase mainly by advertising and pursuit of services at internet shopping mall and semi-adult are less dependent on that factors than 1318 teenagers did. Under high school educational course Net generation was dependent on the factors of advertising and pursuit of services when they purchase at internet shopping mall and above university educational course Net generation decide to purchase by the factors of products and pursuit of information. Also, people whose average income was above 3 million won ware dependent on the factors of advertising and pursuit of services and people whose income was under one million won was decide to purchase by the factors of perception of danger. People whose monthly expenditure on purchase was above 50,000 won ware depend on advertising and pursuit of services more than people whose expenditure was under 50,000 won did.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.1-10
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• 2018

This study investigates Chinese consumers who have recently purchased products through internet personal broadcasting of Wang Hong and explores how factors related to Wang Hong, broadcasting contents, and products affect purchasing satisfaction of consumers. The present study also examines whether this satisfaction affects the consumer loyalty to the shopping through the Wang Hong in the future. The results indicated that consumers' perception of the informational level rather than entertainment level of broadcasting contents had significant effects on the product satisfaction. The perceived uniqueness and credibility of Wang Hong were found to have positive impacts. In terms of products, the more consumers perceived the product to fit their images or values, and the higher the fit between the images of Wang Hong and the endorsed product, the higher the satisfaction with the product. Product satisfaction increased the customer loyalty, including the intention of repurchasing products endorsed by the Wang Hong.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.755-770
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• 2020

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.37-48
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• 2022

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.405-415
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• 2011

The primary purpose of this paper is to identify the influencing factors on the new products adoption between countries and generations. For this purpose, a research is developed based on the relevant literature reviews. Data have been collected from 524 persons and were tested by t-test and various statistical methods. The results of this empirical study are summarized as follows. In the cultural factors, the groupism has high discretion in China old generation. The materialism and shopping preference have high discretion in two young generations. There is no difference between the two groups in the distance of power. In innovativeness of personality, Korea and China young generation have high discretion. Innovativeness has high discretion in Korea and China youngs. Cognition and sensory innovativeness are has low discretion in Korea old. In the social risk perception, physiological, functional general and financial risk has high discretion in China old. In risk reducing behavior, the normative taking level and ad, new product adoption has high discretion in Korea and China youngs. But, the influence of others has high discretion in China old generation. The safety and brand reputation are no influences. The findings have a several marketing strategies in generation and countries.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.126-146
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• 2022

With the development of IT technology, consumers' shopping behaviors have diversified, and O2O services that remove the boundary between online and offline are increasing. With the development of O2O services, it is bringing about new changes in offline retailers that are facing limitations against the continuous growth of online. Drawing upon Technology Acceptance Model, this study investigates the effect of service quality perceived by O2O service users on consumers' intention to use O2O services. The result confirmed that the perceived quality, an external variable, affects the perceived usefulness and perceived ease of use, which are the main variables of the Technology Acceptance Model, and the perceived usefulness and perceived ease of use in turn have a significant effect on attitude and behavioral intention. In particular, it was found that the higher the perceived ease of use of the user, the higher the perceived usefulness and positive influence on the attitude. The results of this study suggest that in order to increase the utilization of O2O service by users, it is necessary to highlight the perceived quality of service and at the same time manage convenience and usefulness. This is expected to provide meaningful directions for companies attempting to advance O2O services.

• Journal of Distribution Research
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• v.16 no.2
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• pp.1-24
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• 2011

1. Introduction: Contrast to the offline purchasing environment, online store cannot offer the sense of touch or direct visual information of its product to the consumers. So the builder of the online shopping mall should provide more concrete and detailed product information(Kim 2008), and Alba (1997) also predicted that the quality of the offered information is determined by the post-purchase consumer satisfaction. In practice, many fashion and apparel online shopping malls offer the picture information with the product on the real person model to enhance the usefulness of product information. On the other virtual product experience has been suggested to the ways of overcoming the online consumers' limited perceptual capability (Jiang & Benbasat 2005). However, the adoption and the facilitation of the virtual reality tools requires high investment and technical specialty compared to the text/picture product information offerings (Shaffer 2006). This could make the entry barrier to the online shopping to the small retailers and sometimes it could be demanding high level of consumers' perceptual efforts. So the expensive technological solution could affects negatively to the consumer decision making processes. Nevertheless, most of the previous research on the online product information provision suggests the VR be the more effective tools. 2. Research Model and Hypothesis: Presented in