• Journal of Digital Convergence
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• v.14 no.6
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• pp.85-91
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• 2016

Recently, luxury research has been interested the basis of the effect of charity on luxury brand. Some of their results showed that guilt reduction plays an important role in this mechanism. Current research focuses on the moderating effect of negative perception of production on the effect of charity and the moderated mediation of guilt reduction. An experiment using a well-known luxury brand is conducted. Results show that charity influences purchase intent toward luxury branded product positively and negative perception of production's main effect is negative. Charity x Production perception is significant. More importantly, moderated mediation of guilt reduction was significant, showing the mediated effect is greater when participants perceive the production negatively. Findings of this research provide theoretical and practical implications for the marketing of luxury brands, suggesting the new perspectives of ethic perception effect of production.

• Journal of the Korea Convergence Society
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• v.10 no.7
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• pp.109-114
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• 2019

This study explored how the tendency of writing 'comment' by Facebook users and the number of 'like' in posting message affected to product attitude, purchasing intention. One hundred thirty five male and female college students were divided into groups with high/low tendency of writing 'comment'. The subjects had to read posting message about athlete shoes on Facebook's newsfeed, different from the conditions under which the 'like' in the posting was high and low. Then, they were responded product attitude and the intention of purchasing. The results of two-way ANOVA showed that the users with low tendency of writing 'comment' displayed more positive product attitude and higher willingness to purchase under condition with a high 'like' number of posting than under condition with a low 'like' number of it.

• Journal of the Korea Convergence Society
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• v.10 no.2
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• pp.125-131
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• 2019

The purpose of this study is to investigate the relationship between attitude, purchase intention, and intention to share content and brand intention according to Influencer contents and branded content types. The results of this study are as follows: First, beauty products have a positive effect on the content intention and purchase intention as well as the sharing intention as compared to the branded contents. Second, V-commerce of innovative products showed that the branded content was more positive than the influencer content, but the purchase intention was lower. In addition, the content of sharing is higher than that of branded content. Third, the sharing intention was more positive than the beauty product, and the influencer content was higher than the branded content. The purpose of this study is to examine the attitude, purchasing intention, and sharing intention of beauty products and innovative products, which are most frequently used and most interested in users, to examine the content strategy of V-Commerce.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2021.05a
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• pp.597-599
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• 2021

As the number of successful business design innovation product cases increases, interest in design innovation is increasing. This study aims to examine how the design innovation (functionality, ergonomics, aesthetics) of Bluetooth speaker products affects the customer's preference and purchase intention. It proposes a research model through rational behavior theory (TRA) and technology acceptance model (TAM) for empirical research. The questionnaire is composed of questions to understand the influence of design innovation, favorability, and purchase intention. This is a study to increase the possibility of success of design innovation products by examining how design innovation through research results affects customer preference and purchase intention.

• Industry Promotion Research
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• v.1 no.1
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• pp.123-128
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• 2016

This study verified the effect of water saving awareness on purchasing intention of water saving product at home. The study results showed that the necessity awareness of water saving at home(p<.001) and satisfaction of the water saving effect on water saving product(p<.01) significantly affected the purchasing intention of water saving product. Also, this study found purchasing intention of water saving product's between-group differences depended on occupation, awareness of the need of water saving at home, the most exertive part for saving water at home, the most effective water saving product and the weakness of water saving product. This study provided practical implication for promoting positive consumer behavior of using water saving product.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.362-367
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• 2009

온라인상의 쇼핑에서 사용후기에 관한 많은 연구가 진행 중이지만, 사용후기를 보는 원인에 관한 분석에 대해서는 아직 부족함으로 연구를 진행하였다. 온라인상이기 때문에 가지는 위험 중에서도 사용후기를 통해서 어떤 위험을 가장 많이 가지고 있는지에 대해 우선 알아볼 필요성이 있을 것 같다. 이의 연구결과 기능적 위험을 가장 크게 지각하고 있었기 때문에 사용후기를 보는 이유로서의 근거가 될 수 있을 것이다. 둘째, 의류에 관련된 논문들을 보면 온라인상에서 구매를 꺼려하는 이유가 직접 눈으로 보고 만질 수 없다는 기능적 위험을 가장 크게 가지고 있었다. 그렇기 때문에 대리 시용구매를 할 수 있는 사용후기를 이용하여 의류제품을 온라인상에서 구매하는 것이 영향을 미치는 것인지에 대해 알아보고자 한다. 본 연구 결과, 긍정적인 후기를 보고 구매하려는 의도가 나타났었고 부정적인 후기를 보고 구매하지 않으려하므로 사용후기가 구매함에 있어 영향을 미치고 있음을 알 수 있었다. 마지막으로 사용후기를 중심으로 메시지를 보고 메시지에 대한 태도와 제품에 대한 태도, 그리고 구매의도 뿐만 아니라 메시지의 유형에 따라서 구전 의도나 사이트 재방문 의도라는 구매 행동에도 차이가 날 것이라고 추측했다. 연구 결과를 보면 유형별로 각각 다르게 영향을 미치고 있었으며, 부정적인 메시지로 인해 제품에 대한 좋지 않은 태도를 가지게 됨으로써 제품을 구입하려는 사이트 재방문 의도는 나타나지 않았다.

• International Commerce and Information Review
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• v.14 no.4
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• pp.109-130
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• 2012

In recent years, the volume of global fair trade has been increased rapidly. As the quality of life improves, consumers are increasingly concerned about fairness and environment and show positive attitudes toward ethical products. Fair trade is a social movement that aims to set fair prices for products, alleviate poverty, and assist producers marginalized by the traditional economic model. The study attempt to investigate empirically fair trade products purchase intention, so consumers attitude toward fair trade product purchase, normative belief, fairness restoration expectation, ethical responsibility are defined and their impacts on the purchase intention were analyzed. The statistical method used to test the hypotheses was multi-regression using SPSS 18 for window. The results of this study are follows. Purchase attitudes toward fair trade products and ethical responsibility had a significant effect on the purchase intention. The Effectiveness of the ethical responsibility had greater than that of the purchase attitudes. The result of the empirical study provides important implications for the fair trade related organizations and businesses.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.6 no.4
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• pp.75-94
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• 2011

Our objective is to investigate the various variables that influence the purchase intention of small enterprise products and to interpret the impact of these variables in terms of individual differences. Need for cognition, need for uniqueness, and self-regulation are selected to explain the choice or purchase intention. The major reasons that consumers are reluctant to purchase small enterprise products are mainly due to problems in quality and distribution channel. When these problems are resolved, it is interesting to see how the individual differences affect purchase intention for small enterprise products and how the impacts will be changed. Previous studies assumed uni-dimensionality of need for cognition and need for uniqueness. We relaxed the assumption, incorporated the nature of multi-dimensionalities for these variables and showed that sub-dimensions of these variables have different effects on the purchase intention. After improving the conditions of quality or distribution channel, promotion focus and prevention focus for sub-dimensions of self-regulation have positive impacts on the purchase intention and sub-dimensions of need for cognition and need for uniqueness have enhancing or reducing effects on purchase intention. These results can be interpreted that consumers expect some levels of quality or distribution channel to reach consumer choice. Results for cluster analysis showed that how sub-dimensionalities of individual difference variables are combined to form groups and how these groups are related to purchase intention. Emphasis of quality over price has a negative correlation with purchase intention of small enterprise products.

• Journal of Consumption Culture
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• v.15 no.3
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• pp.67-90
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• 2012

When consumers choose healthy foods, they base their buying decisions on health-related food labeling and quality assessment of taste, health, and price. Moreover, both purchase experience and opinions of family and friends affect consumer choices. Focusing on these points, this study examined the effects of health-related food labeling on consumer choices by adding two variables-quality assessment of taste, health, and price and purchase experience-to the model of the theory of planned behavior. We also used structural equation modeling to test our hypotheses. In the study, health-related food labeling includes organic labeling, nutrient claims, and food additive labeling. We conducted a mail survey among 300 married women who buy cheese slices for their children more than once a month. It was discovered that health-related food labeling positively affected the level of quality assessment of taste, health, and price, and consequently led to positive attitudes and purchase intentions. Particularly, health-related food labeling positively influenced attitude toward using products without assessing the quality of taste, health, and price. The level of quality assessment of price positively affected attitude toward using and purchasing products, and purchase experience positively affected attitude toward using and purchasing products, and purchase intentions. The relationship between attitude to purchasing products and purchase intentions was the most positive, and the relationship between perceived behavioral control and purchase intentions was not significant. Overall, this study essentially contributes to the development of a theoretical framework of food labeling and consumer choices, which includes quality assessment of taste, health, and price and purchase experience, by using the theory of planned behavior.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.338-349
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• 2022

The purpose of this study is to verify the factors that have the impact on Vietnamese female consumers' attitude towards PPL and purchase intention on products in K-Drama. Additionally, the current study aims to discover the moderating effect of usual perception on PPL and the effect of usual flow level on the effects of PPL informativeness and intrusiveness. The existing PPL related research have focused on the effect of the domestic contents on the domestic consumer. However, it is significant that this study examines the impacts of domestic contents on foreign audience' purchase intentions on advertised products. The empirical results are as follows. First, informativeness has positive impacts on attitudes towards PPL and purchase intentions on products. Second, intrusiveness has negative impacts on the outcome variables. Third, attitudes towards PPL shows positive effect on purchase intentions on products. Lastly, the research revealed some interesting evidences on the moderating effects of usual perception on PPL and usual flow level on the main effects.