• Korea Trade Review
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• v.41 no.5
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• pp.1-14
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• 2016

Consumers have been increasing their interests in firms' ethicality as well as in the features of the firms' products when they decide to purchase a certain product. Recently, fair trade is considered to be a type of ethical marketing in the business-to-consumer market. In this regard, the effects of fair trade-based marketing on firm performance have become the center of academic and managerial concerns. Despite this importance, few studies have investigated whether fair-trade is a source of competitive advantage or just a cost of doing business. The present research attempts to provide evidence of how fair trade-based marketing influences competitive advantage. Two experimental studies were conducted to explore consumers' purchase intention, which can be a proxy of competitive advantage, in a foreign product-consumption context. Drawing on the stakeholder theory, the first study was performed to examine the effects of fair trade marketing on consumers' purchase intention through a within-subjects design. In addition, building on the signal theory, the second study was executed to test the effects of a fair trade mark on consumers' purchase intention. The findings of the current research reveal that consumers prefer fair trade-based products to others and that when it comes to fair trade-certified products, consumers are more likely to purchase products with that certification than otherwise, even when those products are sold at higher costs than rival products. Interestingly, the results of this research present that there is a significant difference of consumers' purchase intention of a fair trade-based product between two different marketers. This implies that fair trade-based products should be differentially distributed and targeted at a certain type of consumers.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.81-91
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• 2018

A counterfeit product is a product that pretends to be a genuine product by pretending to be false. It can also be called a counterfeit product. This study attempts to investigate how such illegal floods of counterfeit goods affect online shopping consumers. In addition, the accessibility of various product reviews on the internet is increasing, and the product reviews are divided into positive and negative reviews, affecting the information that the customer has already, and the influence of the information acceptance on the purchase intention depending on the product involvement Respectively. Therefore, the focus of this study was to examine whether the information presentation about counterfeit products affects consumers' purchase intention, review direction (positive / negative), and involvement (high / low) control the information about counterfeit products. Therefore, this study has shown that it provides a marketing strategy to increase the intention to purchase products and products in online companies and stores in a situation where information about counterfeits is exposed to online consumers in China market.

• International Area Studies Review
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• v.22 no.1
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• pp.161-187
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• 2018

The purpose of this study is to examine the effect of Vietnamese consumers' perception of Korean Wave brand on consumer attitude toward Korean products and purchase intention. Based on the existing research, the authors tried to consider two sub-concepts of globalness and localness in perceived Korean Wave brands. In addition, as surveyed in Vietnam research institutes and previous researches, Korean cosmetics were selected as representative Korean products in view of the fact that Korean cosmetics best reflect Korea and Korean Wave. To test hypotheses, the on-line survey was conducted to the Vietnamese consumers and total of 212 questionnaires were returned as valid sample. Research findings suggest that the globalness and localness of Korean Wave brand that Vietnamese consumers perceive have a positive effect on attitude toward Korean products. In addition, the favorable attitude toward these products has a positive effect on the intention to purchase the Korean products.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2003.11a
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• pp.627-655
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• 2003

국내 전자상거래 규모가 확대됨에 따라 인터넷 쇼핑몰 사업자들은 전자카달로그를 구축하여 예측된 시장규모에 대비하고 있다. 특히 고객을 유인할 수 있는 제품에 대한 전자카달로그의 정보제공의 질이 중요하다. 따라서 본 연구에서는 먼저 인터넷 쇼핑몰의 컨텐츠 관련 기존 연구조사를 바탕으로 인터넷 쇼핑몰 사용자의 구매의도에 영향을 주는 전자카달로그 특성요인을 추출하고, 이를 실증적으로 검증하였다. 실증분석결과 전자카달로그 특성요인 중 충실성, 최신성, 상호작용성, 구조성이 고객의 구매의도에 유의한 영향을 미침을 확인할 수 있었다. 결론부분에서는 이러한 연구 결과를 바탕으로 인터넷 쇼핑몰 사업자에게 시사점을 제시하였다

• Science of Emotion and Sensibility
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• v.17 no.3
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• pp.65-74
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• 2014

Due to recent interest in user experience and its significance, much research surrounding this theme is now being conducted. In this research, I investigated user experience during usage of a product and the satisfaction acquired by it, as well as the relationship between satisfaction of having used a product and whether the user would be more likely to purchase another product from the same company. The same experiment was conducted in South Korea and the United States of America in order to get more generalized experimental results. I found that amongst the six representative user emotions expressed while using a product, two of them correlated the most. First, 'Satisfaction in Usability' (the emotions aroused by satisfaction with usage or the practicality of the product); and second, 'Discomfort or Displeasure' (uncomfortable or unpleasant emotions expressed while using a product. The above two factors were found to be of the most influence concerning satisfaction of the product. Also 'Satisfaction in Usability' was found to be of the most influence in their preferability towards purchasing an item from the same company in the future. The significance of this finding is that aside from focussing on the attractiveness of the product's exteriors and design, one should be concerned on the ease of usage and effectiveness as well as usability of the product, all of which contribute to how efficiently a consumer will utilize the product. Furthermore, in agreement with previous research concerning the correlation between satisfaction of a product and positive perspective on consecutive purchases, the result of this study shows that the more satisfaction consumers feel after using a product, the more likely they are to purchase additional merchandises from the same company which manufactured the original product.

• Journal of Information Technology and Architecture
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• v.11 no.2
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• pp.201-216
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• 2014

The internet and the information-oriented communities have brought many changes to increase brand power and product sales in many industries. This study investigates the influence of brand preference and information reliability on consumers' purchase decisions. If product information at the internet advertising matches with consumers' previous brand preference, they are more likely to enhance product information reliability after watching the advertising. Such brand preference match through the advertising will increase consumers' intention to purchase. From the results of our experiment, we found that information reliability and memory from the advertising give a positive impact on the intention to purchase when consumers' previous brand preference matches with advertising attributes. Our study suggests that firms need to develop the internet advertising which is closely matched with consumers' preferences.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.340-348
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• 2016

This study, through a review of advanced research, first, examined the attitudes to products traded in import agency shopping malls and the characteristic variables(product characteristic, customer characteristic) that influence the purchasing intention to understand influencing relationship. Second, the role of adjustment in the relationship between the attitude to the products and the purchasing intention was examined by putting the perceived risk to the moderating variables. Third, efficient controllable basic data in the characteristic variables capable of influencing the management of and import agency shopping mall based on the implications was obtained from the above research result. The 126 responses collected from a questionnaire were analyzed using the SPSS 23.0 statistics package, and the analysis result can be summarized as follows. First, the main cause that influences the attitude of treated products in an import agency shopping mall is the country of origin, national image, innovativeness and price perception, not the brand image. Second, the attitude of the products influences the purchasing intention of the import agency shopping mall. Third, the perceived risk partially plays a role as a moderating variable in the relationship between the attitude of products and the purchasing intention.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.291-308
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• 2022

The purpose of this study is to suggest an effective marketing method for product advertising. With regards to this, 148 copies of survey data were collected from consumers, and the hypothesis of this study was verified using SPSS 25.0. The results revealed that (1) Human Brand attractiveness had a positive effect on Human Brand attachment among the products of low involvement. (2) The uniqueness and the intimacy of Human Brand had a positive effect on Human Brand attachment among the products of high involvement. Through this study, the effect of reliability, expertise, attractiveness, uniqueness, and intimacy among human brand characteristics on human brand attachment, human brand attitude, and product purchase intention was confirmed, and it was also possible to confirm the difference in influence on human brand characteristics and purchase intention according to the product characteristics involved. This study has expanded the research scope of Human Brand, which has been studied mainly by entertainers and entrepreneurs, to sports stars and through empirical analysis, it has tried to identify influencing factors to improve purchasing intent based on high and low-contention characteristics of advertising products.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.367-374
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• 2017

The purpose of this study was to examine brand reliability, product attitude, and purchase intention attitude on a difference in a type between information source (General person / Company) in Sina Weibo. A questionnaire survey was conducted targeting 160 people. Questionnaire was conducted from April 3-7, 2017. The analysis was used 77 people for the General posting without error and 70 people for the Corporate posting. As a result of the research, general person posting is higher preference than public posting in brand reliability(General person M=2.5455/Company M=2.1306), product attitude(General person M=2.4589/Company M=1.9690), and purchase intention(General person M=2.5974/Company M=2.2750) according to type of posting information in Sina Weiboo. The outcome of this study will help to understand consumers' attitudes according to types of sources in China SNS.

• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.81-88
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• 2022

The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.