• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.6
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• pp.928-939
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• 2000

This thesis will study the determinants of consumer satisfaction based on the disconfirmation theory. The proposed questions are first, to find out if desire and expectation are conceptually distinct. Second, to study the effects of desire, expectation, perceived performance, desire congruency, and expectation congruency on clothing satisfaction. The data used in this thesis were obtained from a two stage longitudinal survey. SPSS WIN 8.0 was used for the analysis and the following method such as mean, correlation, t-test, hierarchical regression were applied. The results indicate that first, according to the correlation analysis and crosstab analysis, satisfaction and desire were perceived as two different concepts. Second, using the hierarchical regression analysis to compare the effects of determinants of consumer satisfaction, the model of desire, expectation, performance, desires congruency, expectations congruency best explain the clothing satisfaction. Among them, effects of performance had the strongest impact. Expectation did not influence satisfaction but desire did.

• The Journal of Society for e-Business Studies
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• v.9 no.3
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• pp.169-190
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• 2004

This study involves the test of constructs for measuring the web site user expectation, perceived performance regarding IQ, expectation congruency, and satisfaction about influence overall satisfaction. The findings can be summarized as follows. First, Web-IQ expectation appeared to have a positive effect on Web-IQ perceived performance by expectation congruency and a positive effect on perceived performance by assimilation effect. Second, Web-IQ expectation did bot appear to have a negative effect on Web-IQ expectation congruency. Although that was rejected, it differs from established researches. Some prior Web-IQ expectations that approach to congruency after one's post Web-IQ expectation. Third, Web-IQ perceived performance appeared to have a positive effect on Web-IQ expectation congruency. Fourth, result that analyze about effect that congruency gets to Web-IQ satisfaction although Web-IQ expectation appeared to have a positive effect on overall satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1137-1147
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• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.760-777
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• 2023

Fashion brands seek guidelines for effective green advertising messages, considering benefit appeals, brand types, and construal level. However, few studies have explored their simultaneous interplay. Thus, the present study conducted an experiment with a 2X2X2 between-subjects design to investigate how brand type and construal level moderate the mediating role of ad-brand congruency between benefit appeals and purchase intention. A total of 245 Millennials and Generation Z participants completed an online survey, and the data were analyzed using SPSS. A significant three-way interaction was revealed. Low-construal-level messages with concrete content showed disparities between aspirational and accessible brands concerning other-benefit appeals: Accessible brands utilizing other-benefit appeals demonstrated higher ad-brand congruency, while aspirational brands had lower ad-brand congruency. Furthermore, within aspirational brands, self-benefit appeals resulted in higher ad-brand congruency than other-benefit appeals. Finally, a moderated mediating effect was discovered, indicating that brand types and construal level moderated the mediating effect of ad-brand congruency between benefit appeals and purchase intention. The mediating effect was prominent in the context of self-benefit appeals, aspirational brands, and low-construal-level messages. This study highlights the intricate dynamics of the three factors in green advertising, providing valuable insights for crafting more targeted green advertisements.

• Science of Emotion and Sensibility
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• v.14 no.1
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• pp.27-38
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• 2011

This study was aimed to investigate the effects of restaurant in-store color and music congruency on consumer's emotional responses and behavioral intentions. The web survey was conducted among 400 customers(aged from 20~39 years old) who lived in Seoul and Kyunggi, Incheon Province. To find ensemble effect of color and music, 3D studio MAX were used to make high-stimulus(exciting) and low-stimulus(calm) and 3D virtual reality restaurant simulation stimulus were applied. The statistical data analyses were performed using SPSS/WIN 18.0 and reliability analysis, factor analysis, regression analysis were used. Based on the result of the conducting factor analysis, emotional responses were classified into 2 factors: positive emotion and negative emotion. Satisfaction was classified into 1 factor: satisfaction. Loyalty was classified into 1 factor: loyalty. Cronbach's alpha was calculated for the reliability of the survey instrument. Consequently, restaurant in-store color and music congruency were shown to affect positive emotion and negative emotion. Positive emotion and negative emotion were shown to affect satisfaction. Satisfaction were shown to affect loyalty. Music congruency had a higher effect on positive emotion than color congruency. Color congruency had a higher effect on negative emotion than music congruency. The results of this study will serve as a basis of color and music congruency with restaurant atmospherics.

• Asia Marketing Journal
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• v.16 no.4
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• pp.1-18
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• 2015

Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music's role as a retrieval cue for the advertised messages. We used four groups of subjects to test the retrieval cue effect of the background music. Each group was exposed to one of the four different types of background music and was again sub-divided into an experimental and a control group (i.e., a total of eight independent sub-groups were included in the experiment.) The first two sub-groups were exposed to the experimental advertisement with the background music of high congruency and high familiarity. After the ad exposure, the background music was provided as a retrieval cue to only one of the two sub-groups. Comparison of the memory performance between the two sub-groups will reveal the net retrieval cue effect of the music of high congruency and high familiarity. Similarly, another two sub-groups watched the same ad but with the background music of high congruency and low familiarity. Also the same ad but with the music of low congruency/ high familiarity was shown to another two sub-groups and that of low congruency and low familiarity music was to another two. Among the two sub-groups with the same music, only one group had the music cue at the memory tasks. One hundred and seventy four undergraduate students at the college of one of authors in Asia participated in the study. Their ages ranged from 18 to 24 with a median of 20. The sample was composed of 51.7 percent male subjects. They were randomly assigned to each of the eight sub-group. The results show that the music highly congruent with the advertised message facilitates the message retrieval, while the low congruency music cue does not. It was also found that the low familiarity music cue improves memory performance only when the music is perceived as congruent with the advertised message. From a theoretical and practical perspective, this study provides boundary conditions for effective retrieval and suggests that the congruent music specifically created for the ad is a more effective retrieval cue than other types of music cues.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.31 no.4
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• pp.45-55
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• 2023

This paper calls attention to the central problem of the influence of identifying the determinants of airport duty-free store customers perceived innovativeness, pursuit benefits and value-congruency on the behavioral intention. The data is completed with 307 adults with purchasing experience of airport duty-free store O2O integration service which brings sufficient convenience to consumers. The content analysis results show that the influence factors of innovation characteristics, consumer pursuit benefits and value-congruency affect the behavioral intention in various aspects. The result suggests that we should upgrade the innovate functionality and improve the service quality based on consumer needs. Finally, this study discusses implications for theory and practice, indicates limitations, and concludes with some suggestions for future research.

• Journal of the Korean Home Economics Association
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• v.50 no.6
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• pp.33-42
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• 2012

Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.63-73
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• 2015

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

• Korean Journal of Cognitive Science
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• v.13 no.4
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• pp.54-54
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• 2002

This study was conducted to explore whether an automatic evaluation effect (i.e.,congruency effect and positive priming effect) of emotional properties which have been found in the racial prejudice study can be applied to the gender properties. Experiment 1 employing a short SOA (150ms-250ms) naming task showed a priming effect was larger in the positive prime-positive target condition than negative prime-negative target condition but not congruent effect. Experiment 2 employing a long SOA (500ms-1000ms) naming task didn't yield either positive priming effect or congruency effect. The congruency effect and the positive priming effect which is ubiquitous phenomenon in the generic cognitive concepts network were not found in the gender properties. Therefore, it was suggested that the social information including prejudice or stereotype can be differently processed according to the value of emotionality.