• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.183-194
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• 2018

This study investigated the characteristics of Omni Channel and examined the influence of them on consumers' perceived functional value and emotional value as well as the effect of perceived functional value and emotional value on user's intention of use through Omni Channel. To verify the research model, the questionnaire survey was conducted on 20's to 40's men and women residing in Seoul and the metropolitan area by convenience sampling. The number of copies used for data analysis was 696. To verify the research model, factor analysis, reliability analysis, and structural equation model analysis were performed using AMOS 20.0. First, Omni Channel characteristics consisted of four factors: instant connectivity, location-based provability, interactivity, and entertainment. Second, the instant connectivity, location-based provability and entertainment positively influenced functional value and emotional value; however, the interactivity was significant only to the emotional value. Third, consumers' perceived value of Omni Channel characteristics had a significant effect on attitude. Fourth, the more favorable the attitude toward Omni Channel is higher for the intention to use Omni Channel.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.346-359
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• 2018

Currently, dramatic change had led to the growth of the distribution environment and the retailer's distribution channel. This change had shifted the 'single channel' to 'multi channel', and from 'cross channel' to 'omni channel'. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers' perceived risk as well as consumers' perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel's instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel's instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

• Journal of Distribution Science
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• v.21 no.1
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• pp.119-128
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• 2023

Purpose: Due to COVID-19, the rapidly changing untact culture from offline to online has spread rapidly, increasing the utilization of omni-channel. However, among the studies on consumers in the online market, there are not many studies that analyze Shopping Values and attitudes toward omnichannel Acceptance. Research design, data, and methodology: This study investigated through empirical analysis how Shopping Values and innovation propensity of consumers using omni channels affect omni channel Acceptance attitudes. The analysis results based on a total of 268 questionnaires using SPSS v.23 and AMOS v.23 statistical programs are as follows. Results: First, it was found that the perceived Value of omnichannel use had a positive effect on the innovation tendency, and the pleasure Value had a greater effect than the actual Value. Second, it was found that the practical and hedonic Value of the omnichannel had a positive effect on the attitude of service Acceptance. Third, it was found that Omni Channel's consumer innovation tendency had a positive effect on service Acceptance attitude. Conclusion: This study proved that Shopping Value perception and individual innovation propensity for omnichannel services have a positive effect on Acceptance attitude, and it is of academic significance in that it expanded understanding of what factors are needed to increase Acceptance attitude of Omni Channel services.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.707-723
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• 2016

The purpose of this study is to focus on the effects of different channel types of Word-of-Mouth on the product attitude. Additionally, the product involvement and gender are considered as moderating variables. The results of this study show that different word-of-mouth channel types have different effects on the product attitude, that is, off-line has more influence than on-line does. Also the product involvement moderates the relationship between the channel types of word-of-mouth and the product attitude, while the gender does not. The results imply that while building the word-of-mouth marketing strategy, companies should not only pay attention to the on-line media channel, but lay importance on the off-line communication channel.

• 제어로봇시스템학회:학술대회논문집
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• 2001.10a
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• pp.85.6-85
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• 2001

This paper describes a 3-DOF attitude control of a small model helicopter in hover through explicit decoupling and adaptive control scheme. A model helicopter mounted on gimbal-stand is considered as a system that has 3 independent SISO systems representing motions about roll, pitch and yaw axis and these subsystems are identified from the test flight data. In this consideration, the contribution of others to yaw channel is neglected since it is relatively small. Two PID controllers based on Ziegler-Nichols method are designed for roll pitch channels independently. Also, adaptive fuzzy tuner is designed and applied to those PID controllers to cope with coupling effects between each channel and system uncertainties due to variation of engine RPM. The experimental results show that the attitude control ...

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.348-359
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• 2019

In recent years, movie content consumption has increased not only in theaters but also through online channels. As movie channels become more diverse, there is a growing interest in movie channel selection process, and the movie channel selection can vary depending on the characteristics of consumers. Therefore, in this study, we examined the effect of consumer personality(neurogenic, conscientiousness, openness, agreeableness) on channel selection factors(primary and secondary factors of the theater, primary and secondary factors of online channel) and channel attitudes(attitudes towards theaters, IPTV, cable TV, OTT). The results of this study shows that consumer personality has significant impact on consumers' movie channel selection process and findings provide strategic directions for companies offering online and offline service for movie consumption.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.8
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• pp.1210-1221
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• 2006

The strength of the PB(Private Brand) is that it can eliminate intermediary in the distribution channel and thoroughly control the quality under its own name. This study has developed traditional studies on private brand proneness in approaching data processing and empirical point of view of a consumer's attitude buildup process on PB through 'recognition-attitude-action(behavioral attitude)'. The subjects of this study are consumers in their $20s{\sim}40s$ who are main customer groups of PBs. A screening process has taken place to select consumers with purchasing experiences of retailor PBs. The data is analyzed by 'Structural Equation Modeling' of Amos 5.0 to verify consumer attitude formation model on private apparel brand. The results generated from this study are as follows: First, the proposed consumer attitude model on private apparel brand consists of store evaluation, experiential product evaluation, cognitive product evaluation, hedonic attitude, utilitarian attitude and purchase intention. Second, not only positively influence on utilitarian attitude but hedonic attitude can arouse positive emotional reaction of a consumer. Third, the store evaluation is ahead of the product evaluation because PB is more related to the image of a store. The influence of the store on PB is relatively stronger when compared with NB.

• Korean journal of communication and information
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• v.58
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• pp.154-177
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• 2012

Considering the growing importance of TV favorite channel setting function due to the rapid increase of number of TV channels, this study tried to find factors which affect the attitude toward and intention to use the favorite channel setting function. As related theories, this study used theory of diffusion of innovation, channel repertoire, channel changing behaviors, and social influences and suggested research hypotheses and questions based on the theories. After collecting data through online survey of 192 general audience, this study empirically analyzed the data by using multiple regression analysis. The result showed that innate innovativeness, relative advantage and social critical mass affected attitude toward using the favorite channel setting function and that compatibility, visibility, social critical mass influenced intention to use the function.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.49-65
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• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.