• Korean Journal of Culture and Social Issue
• /
• v.27 no.2
• /
• pp.191-216
• /
• 2021

How an individual construes one's future influences everyday decisions. For example, savings and impulsive purchasing, which is highly familiar with our life, are related to future time perception. Drawing on the idea of future self-continuity, the perceived connectedness between the current and future self, this study demonstrated whether media images with various age ranges influence a sense of connectedness with one's future self as well as impatience. Furthermore, the study measured whether these relationships were moderated by the positivity of older adults and an individual's dispositional optimism in general. Results showed that watching various images of people with a wide range of age (from the 20s to 90s) in social media increased young adults' (the 20s) self-continuity and decreased their intention of impatient consumption. This effect was also moderated by the degree to which the participants perceive aging positively.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.7
• /
• pp.61-74
• /
• 2019

The purpose of this study is to examine women's propensity to consume cosmetics and to investigate the effects of the consumption propensity on product selection attributes and information search behaviors. The purpose of this study is to propose practical implications for corporate management and to provide useful information for setting the marketing direction in the cosmetics industry by identifying differentiated marketing strategy for the cosmetics market. The results of the study are as follows. When the factors of each variable are extracted, the shopping propensity was derived from trend pursuit, pleasure pursuit, show-off pursuit, and economic benefit pursuit propensities, while product selection attributes were derived from brand factor, service factor, marketing factor, and quality factor. To examine the relationship between variables, three hypotheses were set based on previous studies. As a result of the verification the followings were found; first, the consumption propensity has a partial effect on the product selection attributes. Second, consumption propensity has a partial effect on information search behavior. Product selection attributes were found to have a partial effect on information search behavior.

• Journal of the Korean Society of Costume
• /
• v.65 no.4
• /
• pp.45-60
• /
• 2015

Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes. Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes.

• Journal of Digital Convergence
• /
• v.18 no.1
• /
• pp.103-109
• /
• 2020

As part of the sharing economy service, the present study is not only about the positive aspects of O2O services, but also about the consumer ethical perceptions of recent conflicts with existing business and labor markets, trust of platform, and service utility on consumer satisfaction and intention to recommend O2O services. To test hypotheses, data were collected and analyzed for 149 samples, focusing on the car sharing service, an example of the sharing economy service, which is becoming an issue. As a result, the ethical self-identity of the consumer, the trust of the platform, and the service utility, all affected the service satisfaction, whereas only the hedonic utility and trust of the platform had a positive effect on the intention to recommendation. This study is meaningful in that it examines the influence of service utility focusing on ethical consciousness and social perspective of consumers, rather than on the point of consumption such as ethical consumption position and trust of platform based on sharing economy service.

• Journal of Digital Convergence
• /
• v.20 no.5
• /
• pp.221-226
• /
• 2022

The purpose of this study is to explore the differentiated motivations of users of live commerce by focusing on the entry into untact consumption culture. In addition, we intend to verify the mediating effect of engagement in the relationship between the motivation and attitude of live commerce use. As for the research method, an online survey was conducted targeting live commerce users, and 245 valid samples were used for analysis. For data analysis, frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and mediation regression analysis were performed. As a result of the analysis, the motivation for using live commerce was derived from four factors: Enjoyment of interaction, Substitutability of personal examination, Need for community, Trend setting. And Engagement was found to have a significant effect on attitude. Finally, engagement was found to have a partial mediating effect in the relationship between the motivation and attitude of live commerce use. The research results will provide implications for understanding non-face-to-face consumption culture and establishing effective strategies for the live commerce industry in the future.

• Journal of Digital Convergence
• /
• v.20 no.2
• /
• pp.389-398
• /
• 2022

Recently, tourism and leisure related VR contents have gained attention of potential tourists. Therefore, this study aimed to analyze investigate the effects of 360-degree VR tourism contents motivations, flow, continuance usage intention on visit intention for Chinese student in Korea. This study found that hedonic benefit and personal benefit exerted a positive influence on visit intention of contents users. However, vividness and usability did not influence on visit intention. Moreover, flow exerted a significant influence on visit intention but continuance usage intention did not influence on visit intention. The study is significant in shedding light on whether the motivations, flow, continuance usage intention of 360-degree VR tourism contents influences visit intention. It is suggested that the consumption of 360-degree VR tourism contents can be a useful marketing tool for strength of intention to visit.

• Management & Information Systems Review
• /
• v.33 no.5
• /
• pp.213-232
• /
• 2014

Sensitivity to online store stimuli (VMD attributes) and response (online store loyalty) may depend upon consumers' regulatory focus (emotional state). In other words, consumers' sensitivity to online store atmosphere and consequent store loyalty can be influenced by the match between their regulatory focus (promotion focused vs. prevention focused) and the type of the online store VMD benefits Study 1 results indicate consumers have a different evaluation about online store atmosphere depending on their regulatory focus. Promotion-focused consumers were significantly more sensitive to visual appeal and entertainment attributes of online store atmospherics than prevention-focused consumers. Conversely, prevention-focused consumers were significantly more sensitive to security and privacy attributes of online store, than promotion-focused consumers. Study 2 results indicate for promotion-focused shoppers, hedonic value toward online store atmosphere was associated with greater online store loyalty. In contrast, prevention-focused shoppers were influenced more by the utilitarian attributes on online store loyalty than promotion-focused shoppers. The current findings indicate that shoppers with promotion-focused are more easily persuaded by visual and entertainment-oriented online store cues. Conversely, shoppers with prevention-focus are more easily persuaded by safety and privacy-oriented online store cues.

• The Journal of the Korea Contents Association
• /
• v.18 no.8
• /
• pp.544-560
• /
• 2018

Cause-Related Marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from Cause-Related Marketing as a strategic marketing activity. The purpose of this study is to analyze the effects of message of Cause-Related Marketing on consumer attitude, and to examine the moderating effects of ethical consumption propensity, social trust and types of product(utilitarian vs. hedonic) on consumer's product attitude. The research results show that consumers tend to adopt a positive attitude towards those advertisements with Cause-Related Marketing message. In the meanwhile, the ethical consumption propensity and social trust also have moderating effects on Cause-Related Marketing message's influence, but the types of product have no moderating effect. Based on the findings, the theoretical and managerial implication are discussed. In addition, some limitations of this study and future research directions are discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.29 no.9_10 s.146
• /
• pp.1340-1348
• /
• 2005

Consumers are prone to engage in browsing because they are, for a variety of reasons, open to spending opportunities that grab their attentions. In-store browsing is the in-store examination of a retailer's merchandise for recreational or/and informational purposes without an immediate intent to buy. Browsers made more unplanned purchases than non-browsers in a regional mall setting. As a form of on-going search, in-store browsing is a central component in the impulse buying process. The purposes of this study were 1) to examine the causal relationships among fashion involvement, hedonic consumption, browsing and impulse buying behavior, and 2) to investigate the mediating effects of browsing on impulse buying behavior for fashion products. A questionnaire was developed from a literature review and measured on a 7-point rating scale. Data were obtained from 413 students attending universities in Busan. The self-administered questionnaire was given during a scheduled class. Using structural equation modeling, the results indicate that the proposed model of this study is appropriate to explain the mediating effects of browsing on impulse buying behavior for fashion products. The model shows that fashion involvement and hedonic consumption are important as antecedents of browsing in fashion stores, and consumers browsing longer in fashion stores would tend to increase the likelihood of experiencing impulse buying behavior. That is, browsing in store plays an important mediating role in triggering impulse buying behavior for fashion products. The results from this study provide some insights into retail marketing theory supporting the trait and behavioral aspects of impulse buying. Future research and managerial implications are addressed.

• The Journal of the Korea Contents Association
• /
• v.19 no.10
• /
• pp.112-125
• /
• 2019

ASMR are becoming a new consumption trend with wide prevalence of personal web-casting and video-sharing platforms. In this context, this research looked at what factors determine usage of ASMR contents. In greater details, demographic variables, sub-types of contents, usage motivations, neuroticism and subjective norm were considered as possible determinants in this study. And their influences on ASMR usage were empirically tested. The moderating effect of neuroticism was also examined. The findings showed that educational level as one of demographic variables, two sub-types of scratching and eating sound, three motivational factors including attention, relieving for sleep disorder and pleasure stress relief have positive influences on ASMR usage while motivations of curiosity trend and sexual pleasure have negative influences. The moderating effect of neuroticism was also empirically proven. This study has implications since it suggests that personal traits including neuroticism as influencing factors should be taken into account in understanding usage behaviors of ASMR contents with accuracy.