• Management & Information Systems Review
• /
• v.33 no.1
• /
• pp.263-278
• /
• 2014

The purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their evaluation of clothing store's VMD and store visiting intention. The results showed that the hedonic and utilitarian benefits of store VMD have significantly a positive impact on visiting intentions. In addition, the relationship between perceived hedonic benefits and store visiting intention was significantly different for PO and PE groups; hedonic benefits explained significantly more of the variance in store visiting intention for promotion-focused group than prevention-focused group. Conversely, utilitarian benefits explained significantly more of the variance in store visiting intention for PE than PO group. These results supported both hypotheses and showed that consumers with a promotion focus have stronger visiting intention toward the VMD with hedonic benefits compared with VMD with utilitarian benefits. Conversely, consumers with a prevention focus have stronger visiting intention toward the VMD with utilitarian benefits compared with VMD with hedonic benefits.

• Science of Emotion and Sensibility
• /
• v.20 no.2
• /
• pp.73-86
• /
• 2017

The purpose of this study was to investigate the influence of consumers' shopping value(SV), ease of use(EOU), and usefulness(U) on their purchase intention(PI) in mobile shopping mall. Path hypotheses in structural equation model which was constructed for this purpose were verified. In addition, the research model was analyzed according to the groups classified by the level of purchase experience in mobile shopping mall. The survey was limited to the respondents in their 20s and 30s living in Seoul and other metropolitan areas who had purchased fashion products in mobile shopping mall. 411 useful data collected from on-line survey were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and pearson's correlation analysis using SPSS 21 and AMOS 19. The results of verifying the hypotheses were as follows: First, SV was composed of two factors which included hedonic shopping value(HSV) and utilitarian shopping value(USV). Second, the research model was verified as an acceptable model in explaining the influence of consumers' SV, EOU, and U on PI. Third, seven hypotheses among nine hypotheses were accepted in high purchasers. HSV did not have a significant influence on PI, and EOU did not affect PI significantly. Fourth, five hypotheses were accepted in light purchasers. HSV affected U significantly while USV had a significant impact on EOU and PI. EOU affected U, and U affected PI significantly. In conclusion, USV was proven to be the factor affecting PI directly as well as indirectly. Eou and U also had a significant influnce on PI in mobile fashion shopping. These results will provide mobile marketers with the differentiated strategies to make consumers lead to mobile purchase.

• Science of Emotion and Sensibility
• /
• v.14 no.2
• /
• pp.279-292
• /
• 2011

This research explores the differences of two consumption behaviors from the thinking style they elicit. Specifically, we predict that more utilitarian attributes(vs. hedonic attributes) may be used when evaluating utilitarian products whereas more hedonic attributes(vs. utilitarian attributes) may be used when evaluating hedonic products. In addition, this research considered two different thinking styles: rational thinking style and experiential thinking style, and try to find out whether different product attribute information could elicit different thinking style and whether the thinking style has any effect on product evaluation. The data reported in this research demonstrates the following results. Firstly, people use different criteria when judging different types of product. That is, when judging utilitarian product, they are more likely to use utilitarian attribute as evaluation criteria, on the contrary they inclined to use hedonic attribute as evaluation criteria when choosing hedonic product. Secondly, different types of attribute informations could elicit different thinking style. Utilitarian attribute informations elicit rational thinking style whereas hedonic attribute informations elicit experiential thinking style. Finally, if people engage in rational thinking elicited in processing utilitarian attribute informations, the evaluation of utilitarian product is enhanced. But even though people engage in experiential thinking in processing hedonic attribute informations, the evaluation of hedonic product is not improved.

• Journal of Global Scholars of Marketing Science
• /
• v.7
• /
• pp.303-320
• /
• 2001

The purpose of the study was to investigate the hedonistic motives experienced by consumers in the apparel buying process. We carried out in-depth interviews by 32 women living in Pusan and to examine the hedonistic motives related to the apparel buying process. It was conducted and analysed by the Spradley's developmental research method.The results showed that the hedonistic motives in apparel buying process, consisted of four components at least, such as Symbolism, Conformity, Distinction, and Impulsiveness. Symbolism represented the social-psychological aspects related to the apparel buying process, such as occupation, role, and self-image etc. Conformity in the apparel buying process was usually influenced by mass-media, and companions. Consumers had strong needs of distintion for self-actualization and self-esteem in apparel buying process. The impulsiveness in apparel buying process were related to the antecedent moods, affection, tastes, price, display, and sales person or accompanied friends. We found that the hedonistic motives in the apparel buying process connected with the emotional responses and were played an important role on the consumer satisfaction in the apparel buying process. They provide informations about hedonistic motives of apparels to consumer behavior researchers and retailers related to apparel products.

• Journal of the Korean Society of Floral Art and Design
• /
• no.40
• /
• pp.125-136
• /
• 2019

This study aims to examine the important factors of flower shops' store attributes influencing the repurchase intention for people who buy flowers for themselves with a hedonic shopping motivation. This study was verified by empirical survey and the results are summarized as follow. First, it was found that price, salesperson's professionalism, store accessibility had a significant positive impact on the repurchasing intention of flowers. Second, it was found that price is the first important factor influencing the repurchasing intention of flowers, and next salesperson's professionalism is the second important one, and lastly store accessibility is the third important one. For implications of this study, this study investigated the cause-and-effect relationship between flower shops' store attributes and the repurchasing intention of flowers for people who buy flowers for themselves with a hedonic shopping motivation, so it provides a theoretical foundation for further studies.

• Design Convergence Study
• /
• v.16 no.4
• /
• pp.115-126
• /
• 2017

The intelligent product is a product in which interactive technologies are applied to an existing common product, called a mother product. This study focuses on interaction design of a hedonic intelligent product and investigates an efficient method of input control of hedonic intelligent products. The hedonic intelligent product is a product in which the hedonic attributes such as play and pleasure are added to the mother product. Utilitarian intelligent products enhance practical functions of mother products. The utilitarian intelligent product finds user behavior in the mother product to improve functional elements for a user experience design. On the other hand, hedonic intelligent products find various emotional values that impart hedonistic attributes and apply them to design. The input method studied through the case study is classified into the imitation input method and the transformation input method derived from the mother product. Based on this, two independent variables of intelligent pinwheels were designed, and its usability evaluation was conducted under the same output condition to investigate a more effective input method. As a result, the transformation input method was rated higher in originality than the imitation input method. This result implies that users had new experiences from the transformation input method, which leads to a higher intention of paying for new experiences.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.7 no.1
• /
• pp.47-56
• /
• 2012

The main goal of this study is to investigate the importance of trust as a mediator between shopping experience and shopping value. Previous studies on utilitarian shopping value and hedonic shopping value have focused on the antecedents and outcomes of those shopping values. Also, although the role of trust has been studied a lot in the series of studies on online shopping mall, most of them focus on the relationship with intention to shop or use and there are few studies on the mechanism in which consumers get to have shopping value. This study tries to see how trust can boost utilitarian shopping value and hedonic shopping value which can lead to consumer's loyalty to the shopping mall. A structural equation model is proposed and examined through a survey research to investigate the role of trust in forming perceived shopping value. One model included the trust variable as a mediator and the other excluded it. The comparison of R2 verified that the first model had a better fit. The results of the study show that the level of experience has a significant impact on both utilitarian and hedonic shopping values in the case of the model without the mediator. But experience has an insignificant or a partially significant effect on utilitarian and hedonic shopping values when trust mediates experience and shopping values. Finally, the implications and limitations are further discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.6
• /
• pp.980-990
• /
• 2008

This study tested how impulse buying behavior for apparel was related to hedonic consumption and impulse buying tendencies and emotion in the context of shopping. A total of 290 self-administered questionnaires were obtained from college students during scheduled classes. A structural equation model using a correlation matrix with maximum likelihood was estimated for examining the relationships among consumer tendencies of hedonic consumption and impulse buying, positive emotion, and impulse buying behaviors by LISREL 8.53. Findings showed that impulse buying behaviors for apparel could be classified into planned, reminded, and fashion-oriented impulse buying typologies. Hedonic consumption and impulse buying tendencies had significant effects on positive emotion. Positive emotion had a significant effect on planned, reminded, and fashion-oriented impulse buying for apparel. This study suggests that positive emotion plays an important role in determining impulse buying behaviors relevant to hedonic and impulse buying tendencies. Managerial implications for apparel retailers are discussed.

• Archives of design research
• /
• v.18 no.3 s.61
• /
• pp.5-14
• /
• 2005

In the past, consumers sought utilitarian and defensive consumption in an attempt to move to a balanced state. However, today's consumers go beyond this to consume more for hedonic and creative reasons if not for sheer pleasure. There is an obvious shift from the type of consumption that satisfies basic desires through the characteristics, convenience and quality of goods and services to an era of 'experiential consumption,' in which consumers pursue distinctive value systems and way of life along with a total 'experience' provided by such goods and services. Such a sign of the times has given birth to the experience design that aims at maximizing the strategic use of experiences in design. Research on this subject is gradually increasing. The research and application peformed even without the proper understanding about the concepts and purposes of experience design, however, is likely to deviate from the true nature in its process or method. Also, they are likely to cause rather than solve problems. Accordingly, this study examined the meaning of experience from a spatial aspect, focusing on areas that recognize the experience as economically valuable, making the most of it substantively. The main concept of experience practical used on-line is enhancement of the usability of a medium by reflecting the experience of users accustomed to both off-line and on-line environments and materializing the environment doser to and more familiar with the users, thus allowing them to comfortably use the medium. This is to allow the users to feel more comfortable. The experience practical used pertaining to off-line is a tool to fulfill the sensitivity of users, with efforts to create new, future-oriented consumer values. This, based on the understanding of consumer behavior, seeks to maximize the consumption experience of consumers by providing a combination of sensual and sensitive experiences as well as to enhance the existing experiences by permitting users to create new, extended experiences from the fixed characteristics of products. Furthermore, it aims to provide consumers with the hedonic experience of play through the joy, fun and uniqueness of alternate experiences.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.14 no.2
• /
• pp.199-209
• /
• 2019

With the rapid development of mobile communication tools, customers are using SNS as a major information tool. SNS can provide information to a small number of customers as well as people around them, with information about a product or service that a small number of customers know through experience. With these characteristics, dessert cafes are being used as a major marketing tool for online websites and mobile phones using SNS. Therefore, in this study, theoretical considerations about e-WOM quality, perceived value, and visit intention were performed. The effect of e-WOM quality of dessert cafe on perceived value was analyzed and the effect of perceived value on visit intention was analyzed. Based on these results, I would like to suggest theoretical implications and practical implications for online marketing of dessert cafes. This study was conducted to survey the customers who have visited dessert cafe through oral communication within the last 6 months. The survey was conducted from September 4, 2018 to September 18, 2018, and was used for the analysis of 317 additional items. The research hypotheses between the e-WOM quality of the dessert cafe and the utilitarian value, hedonic value, and visiting intention were used the structural equation model(SEM). First, neutrality and interactivity have a significant effect on utilitarian value, but consensus and vividness have not significant effect. Second, It was found that the consensus, vividness, and neutrality had a significant effect on the hedonic value but interactivity was not found to have a significant effect. Third, hedonic value has a significant effect on visit intention, but utilitarian value has not significant effect. As a result, online e-WOM quality management is important.