• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1747-1758
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• 2006

Rapid development of the information technology has influenced on the changes in every sector of human environments. One prominent change in retail market is an increase of electronic stores, which has prompted practical and research interest in the product and store attributes that include consumer to purchase products from the electronic shopping. Therefore many marketers are paying much attention to the criteria of evaluating clothing and web service on internet shopping malls. The purpose of this study is to examine differences of clothing and web service criteria of consumer groups (High-Involvement & High-Ability, Low-Involvement & High-Ability, High-Involvement & Low-Ability, and Low-Involvement & Low-Ability) who are classified into consumer involvement and internet use ability. The subjects of this study were 305 people aged between 19 and 39s, living in Seoul and Gyeonggi-do area, and having experiences in buying products on the internet shopping. Statistical analyses used for this study were the frequency, percentage, factor analysis, ANOVA and Duncan test. The results of this study were as follows: Regarded on the criteria of evaluating clothing, the low different groups had significant differences in the esthetic, the quality performance and the extrinsic criterion. Both HIHA group and HILA group showed the similar results. They considered every criterion of evaluating clothing more important, compared with other groups. Regarded on the criteria of evaluating web service related to the low different groups, there were significant differences in the factors related to the shopping mall reliance, the product, the satisfaction after purchase, and the promotion and policy criterion. Both HIHA group and HILA group showed the similar results as well. They considered every criterion of evaluating web service more important, compared with other groups. In conclusion, HI groups perceive relatively more dangerous factors which can be occurred during internet shopping. Therefore, internet shopping malls need to provide clothing that can satisfy the HI groups as well as make efforts to remove the dangerous factors on the internet.

• Management & Information Systems Review
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• v.34 no.3
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• pp.79-100
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• 2015

This study is to examine the factors that influence purchasing behavior and decision-making when consumers buy goods through mobile shopping, define purchasing decision-making with the steps of problem recognition, information search, alternative assessment, and purchasing behavior to understand mobile consumer behavior, and investigate how the factors of each step play roles and influence consumers' purchasing decision-making through positive analysis to figure out consumer purchasing behavior in mobile shopping. The study results, First, the user characteristics of information search influence flow. Second, in the relations between the user characteristics in the step of information search and perceived risk in alternative assessment, if recognition on gains is higher, perceived risk for time loss gets lower, and when the level of skills is higher, perceived risk gets higher, and it has been partly adopted that innovativeness does not influence risk perception. Third, in the relations between flow experience and purchasing intention, it has been found to be partially significant that remote presence and challenge do not influence purchasing intention but do influence excitement, attention concentration, and control and also do influence perceived risk and purchasing intention. Fourth, according to the results of analyzing the difference of consumer purchasing behavior by the types of involvement, practical involvement and sensual involvement, user characteristics and flow, and perceived risk differ by the types of products in terms of the search process, thereby changing purchasing intention. Lastly, the significance and limitations of this study was discussed.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.449-456
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• 2011

The purpose of this study was to examine the change of Korean image, product image, purchase intention and revisit intention after successful results in the global sport event. A group of intercollegiate students were selected using the purposive sampling method for the study. Statistical methods were used for enhancing validity and reliability for this paper such as t-test, regression analysis, reliability analysis, frequency analysis, descriptive analysis and confirmatory factor analysis. The statistical package programs for this research were SPSS(ver. 12.0) and AMOS (ver. 7.0). The conclusion of this research were; (1) There are significant differences in factors such as Korean image, product image, purchase intention and revisit intention before and after the global sport events. (2) There are significant differences in factors before and after the global sport events when two groups were separated in terms of event involvements.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.410-419
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• 2007

The purposes of this study were to segment consumers by on-line word of month and to find the differences among the segmented groups in regard to fashion involvement, internet perceived risk, and internet purchase behavior. The subjects of this study were female consumers who were members of online cafe in Korea. The data were collected during October, 2004. The respondents returned the questionnaires through internet and 480 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, cluster analysis, t-test, and $X^2-test$. The results showed that word-of·mouth communication on internet(e-WOM) is composed of two factors, word-of-mouth transmission and word-of-mouth acceptance. These two factors were put under cluster analysis and were classified into two groups of the word-of·mouth communication: WOM group and non-WOM group. T-test showed that word-of-mouth communication groups were significantly different in regard to fashion involvement, internet perceived risk, and internet purchase behavior. For example, WOM group was more uncertain of their clothing choices, put more weight on the internal factors of clothing selection, and was a frequent purchaser of internet fashion products. Internet fashion business needs to implement the proper marketing strategies based on the results of the study.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.3
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• pp.629-637
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• 2001

The objective of this study was to identify the cultural characteristics affecting advertising contents of the consumer products. Hofstedes(1991) five cultural characteristics such as individualism-collectivism, power distance, masculinity-feminity, avoidance of uncertainty, confucian dynamism were used. Ten kinds of consumer products were included and data were collected from France, Japan, Korea, and U. S. during 1999∼2000. All ads were evaluated and compared their cultural characteristics in terms of country, product involvement and usage, and magazine type. ANOVA, Duncan test, and Pearson correlation-coefficient were applied to analyze data. The results were shown as follows: First, most ads tended to be individual, less power oriented, feministic, and showed high tendency of uncertainty avoidance as well as long term confucianism for all the countries. And some cultural characteristics were different among countries. Japan, France, U. S. and Korea in order showed higher individualism and lower power distance. Also Korea and Japan showed relatively short term confucian culture while U. S. and France did ling term perspectives in the ads. Second, product involvement and usage type had a significant impact on the characteristics of individualism-collectivism and feminity-masculinity. That is, product ads of lower involvement and personal use were likely to show individualistic messages and to have more feministic appeals. Third, magazine type had an impact on some cultural characteristics. Womens magazines would have more individualistic, less power oriented, and feministic appeals of ads. In conclusion, global ads should be localized and differentiated in terms of some cultural characteristics and differ depending on product characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• Management & Information Systems Review
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• v.39 no.2
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• pp.113-126
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• 2020

This study suggested implications by dividing the concept of brand origin into national image and manufacturing capacity image, verifying the direct impact of these variables on brand trust and brand loyalty, and verifying the difference between products with the effect on brand trust of brand origin, which is the result of verification. The specific implications of this paper are as follows. First, brand origin does not directly affect brand loyalty, but it can have a direct impact on the preceding variable, brand loyalty. This study may conclude that it is desirable to define the factors that affect the purchase selection indirectly through the assessment of product properties or positive effects on brand image rather than having a direct impact on product purchase or selection. Second, the difference in brand origin influence by product characteristics was very evident. Past studies were limited to a few products, so pan-product testing was not conducted, and the empirical power was judged to be limited, so this study included a variety of products and tried to detect differences between products through actual empirical research. Involvement and self-congruity have been presented with results that can be judged as important variables for brand origin to affect brand performance and variables. Looking at the role of the brand origin for each product characteristic by distinguishing between product characteristics and whether or not products related to quality, history, authenticity, etc., the product recognized as high quality and the product recognized as having high integrity showed higher effect of the brand origin, but history was a product characteristic that did not show the effect of the brand origin.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Korean Business Review
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• v.15
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• pp.133-152
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• 2002

The objective of this study examines that a country-of-origin and a congruity between country-of-origin of brand and country-of-origin of production effect on consumers' product preference respectively. To test this hypothesis, we used stimulus material including product photos with brand and its production description. Nation selected for study is defined as developed country, Korea, underdeveloped country, and tape record, sports shoes, and cosmetic, tissue is selected, they have characteristics with thinking vs feeling, level of involvement, private vs public. The result of analysis show that the effects of country-of-origin on product preference is different over country. The product of developed country is preferred by subjective, and following Korea, underdeveloped country. This result imply that country-of-origin effect on consumers' product preference and product evaluation positively. And we found that the degree of congruity between country-of-origin of brand and country-of-origin of production has very substantial impact on product quality judgement and product preference above and beyond brand and country-of-origin of production main effects. This study contributes to a understanding of effects of country-of-origin at the perspective of congruity, and extend level of generalization of country-of-origin effect by testing various product characteristic and congruity.