• Fashion & Textile Research Journal
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• v.23 no.4
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• pp.448-457
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• 2021

This study aimed to identify messages that induce positive product attitudes and purchase intentions among luxury consumers in online luxury sales. Message types elicited from luxury products were classified as quantity-limited, time-limited, sustainability, and personalization. A total of 150 participants were recruited through a Google survey, and all respondents were randomly assigned to respond to one of five stimuli (quantity-limited, time-limited, sustainability, personalization, and control). Participants were informed that they would be engaging in luxury online shopping and read a description about it. Results showed that message attitude, product attitude, and purchase intention were positively formed with the quantity-limited and personalization message types. Furthermore, we discovered the underlying mechanism for quantity-limited and personalization messages increasing favorable message attitudes and it affected the product attitude. Finally, it increased the purchase intention of the product. By confirming purchase intentions according to message types for luxury brands, we have expanded the scope of advertising research to include online luxury sales platforms. Since luxury online shopping is inevitable, this study suggests that the effective use of message types such as quantitylimited and personalization would improve online sales.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1138-1148
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• 2010

This study examines the characteristics of the online child-rearing community launched by the voluntary motivations of consumers, and the effects of those characteristics on community loyalty and the intentions to buy baby wear via community sites. The study was implemented by a descriptive survey method using an online questionnaire. The sample consisted of 212 members of online child-rearing communities. The data were analyzed by frequency, factor analysis, and regression analysis. Results are as follows. 1) It was found that there were four major factors of online child-rearing community characteristics, such as attachment/pleasure, practical/economy, interaction, and information. 2) All four factors had significant effects on community loyalty. 3) The factor attachment/pleasure had no significant effects on intentions to buy baby wear, but practical/economy, interaction and information had effects upon those intentions. 4) Loyalty to the online child-rearing community had significant effects on the intentions of community members to buy baby wear via the community site. In addition, online child-rearing community members are interested in information regarding baby wear as well as its purchase; this is why baby wear makers should perform cost efficient consumer group segmentation in a timely manner. In addition, it will be effective for their marketing activities to target such consumer groups as segmented.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.910-929
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• 2019

This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test the hypotheses, four experimental groups of 2 (personalization: high / low) × 2 (accessibility: high / low) were formed with between-subject design. We selected 201 women in 20-30s as participants and they responded to an online survey after experiencing website stimuli. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro program. The results show that the effects of personalization of an online shopping cart on the purchase intention of the fashion product in the cart is significant; in addition, the main effect of personalization of cart on consumer's psychological ownership was confirmed. It was also found that the path of personalization of the online shopping cart to purchase intention through psychological ownership was significant. The findings of this study contributes to the extension of online shopping cart research and provide suggestions to recognize the important role of psychological ownership in increasing the purchase conversion rate.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.5
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• pp.1004-1018
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• 2020

Advances in e-commerce enable consumers to shop efficiently for fashion products in global markets in addition, the market size of purchasing directly from foreign websites are also increasing. This study investigates the effects of hedonic and utilitarian shopping values on the continuous use intention of online cross-border shopping. Curiosity and self-efficacy were introduced as mediating variables between shopping values and user intentions. A web-based survey is conducted on female consumers, who have experiences to buy fashion products by online cross-border shopping. A total of 472 responses were collected from a panel of online survey firms. Data are analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0. According to the results of the structural equation model test, hedonic value affected continuous use intention of online cross-border shopping as mediated by curiosity and self-efficacy; in addition, utilitarian value influenced self-efficacy, which mediated relations between the utilitarian value and the continuous use intention. The research model was also tested to compare heavy users and light users of online cross-border shopping. For heavy users, the effect of hedonic value on curiosity was significantly stronger than for light users. Several implications are suggested based on the results.

• The Research Journal of the Costume Culture
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• v.32 no.3
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• pp.419-437
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• 2024

This study analyzed differences in the purchase satisfaction and repurchase intention of customers who buy clothing products from online platforms. The participants were teenage individuals to those in their 50s residing in Busan, Ulsan, and Gyeongsangnam-do. The data were examined via factor analysis, a t-test, Analysis of variance(ANOVA), Duncan's multiple range test, two-way ANOVA, and linear regression analysis. The factors for satisfaction with clothing products from online platforms were wearing comfort and quality, design, and price and purchase convenience. The findings revealed that purchase satisfaction based on these factors significantly varied among the participants depending on marital status, age, and occupation. Satisfaction with wearing comfort, quality, and design differed by gender. Satisfaction with wearing comfort, quality, and price and purchase convenience varied by type of purchase and type of online platforms. The interaction effects among the variables that affected purchase satisfaction were as follows. The interaction effects among the variables for wearing comfort and quality showed significant interactions between gender and type of purchase and between occupation and type of online platforms. Those for design showed significant interactions between marital status and age, between age and occupation, and so on. The interaction effects for price and purchase convenience showed significant interactions between marital status and gender and between age and occupation. The results on repurchase intention showed significant differences in such intention by marital status, age, and occupation. Repurchase intention was influenced by wearing comfort and quality, price and purchase convenience, design, and age.

• Journal of Ginseng Culture
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• v.6
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• pp.135-151
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• 2024

In order to compare the ginseng consumption culture of Korean and Chinese college students, their purchase status of ginseng products, attitudes toward ginseng, and satisfaction with ginseng products were examined, and the purchase and recommendation intention of ginseng products was investigated. It targeted 267 Korean college students and 318 Chinese college students who had experience eating ginseng products. As a result of the survey, in the case of Korean college student consumers, interest in ginseng products increased compared to before COVID-19, and the intention to purchase and recommend ginseng products increased. In addition, the higher the satisfaction with ginseng, the higher the frequency of ginseng purchase experience, the higher the social benefit attitude toward ginseng, and the higher the age, the higher the intention to purchase and recommend ginseng products. Chinese college student consumers had higher parental purchases than Korea, higher positive intentions to purchase and recommend social and psychological benefits, and their 20s are already more interested and friendly than Korea. What Korean college students and Chinese college student consumers have in common is that interest in health, safety, and environment has increased since before COVID-19, and interest in ginseng-related products has changed in individual experiences, indicating that individual experiences are important and Chinese college student consumers are influenced by parents. In particular, COVID-19 is an opportunity to recognize the importance of health, which is important to those in their 20s, and is actually related to purchase intention. Focusing on these results, it seems that expansion to preferred products for college student consumers and differentiation of marketing strategies according to family influence and consumption culture should be made, and these new changes due to COVID-19 seem to be a timely opportunity. At a time when interest in health and safety has increased, strategic preparations are needed for the future consumersociety to respond to changesin product diversity and convergence, changes in marketing media to meet consumer consumption values, and changesin consumer family types, such assingle households.

• The Korean Journal of Community Living Science
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• v.27 no.2
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• pp.305-318
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• 2016

This study was conducted to investigate the effects of service quality and food quality on purchase intention in the electronic commerce of food products. Specifically, the relationship between purchase intention and food quality and service quality was tested based on customer satisfaction and trust, which were measured using the structural equation modeling method. Quality of service was found to affect purchase intention; however, food quality had no positive effects on purchase. Additional analyses should be conducted owing to the conflicting results of the present study. Although the amount of food bought online is increasing rapidly every year, research regarding online food purchasing is not being actively conducted. The results of the present study will help food sellers, buyers, and researchers.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.225-234
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• 2022

Voice commerce has emerged as a key channel for consumer searches and purchases. This study examines the continuance use intention of voice commerce, applying value-based adoption model. An online survey was conducted with 470 consumers who has experienced with voice commerce. As participants were who buys and purchases goods; or a user who uses food delivery service in voice commerce context. This study used SPSS 23.0 and Amos 23.0 for descriptive analysis, correlation analysis, confirmatory factor analysis, and structul equation modeling analysis. These reaults are as follows. First, usefuleness and response accuracy were significantly influenced the perceived value of voice commerce. Second, functional risk was significantly influenced the the perceived value of voice commerce. Third, perceived value was significantly influenced the continuance use intention of voice commerce. These results enhance understanding of voice commerce users and provide insight into the service provider of voice commerce.

• Journal of the Korean Applied Science and Technology
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• v.40 no.4
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• pp.751-760
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• 2023

The purpose of this study was to investigate the impact of the characteristics of beauty short form content on consumer behavior, and to provide academic basic data to beauty and marketing through statistical research related to beauty short form content. A total of 405 effective surveys collected through online surveys of beauty consumers were finally used for statistical analysis. As a result of the analysis, it can be seen that the higher the characteristics of beauty short form content, the higher the purchase intention, recommendation intention, and customer satisfaction. Therefore, it consists of content that can win trust that will appeal to consumers when producing beauty short form content, and it is believed that it will facilitate communication with consumers, facilitate spread in a short period of time, and contribute to sales by inducing positive consumption behavior.