• Journal of Fashion Business
• /
• v.22 no.2
• /
• pp.14-26
• /
• 2018

This study was to explore purchasing behavior and repurchase intention by considering social-face sensitivity and conspicuous consumption. To do this, first, this study tried to explain how consumers had different characteristics for social-face sensitivity, conspicuous consumption, purchasing behavior, and repurchase intention for outdoor wear. Second, this study tested the relationship between consumer behavior (purchasing behavior and repurchase intention) and social-face sensitivity by considering the mediating effect of conspicuous consumption. As the results, first, there was a significant relationship between social-face sensitivity (sensitivity to saving face) and conspicuous consumption, which had a significant effect on the purchasing behavior with outdoor wear(purchase frequency, purchase cost). Second, social-face sensitivity (consciousness of shame) had a significant effect on conspicuous consumption (preference for famous brands, status symbol, pursuing fashion), and social face sensitivity (consciousness of social formality) had a significant effect on conspicuous consumption (preference for famous brands). The relationship between the conspicuous consumption and purchasing behavior showed that conspicuous consumption had significant effects on consumer behavior (purchase frequency, purchase cost). The relationship between the social-face sensitivity and purchasing behavior showed that being conscious of others had a significant effect on purchasing behavior. Third, purchasing behavior with outdoor wear had a significant effect on repurchase intention. Finally, this study confirmed that conspicuous consumption had a partially significant mediating effect on the relationship between social-face sensitivity (sensitivity to saving face) and purchasing behavior.

• Asia Marketing Journal
• /
• v.17 no.4
• /
• pp.21-42
• /
• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• Journal of the Korea Convergence Society
• /
• v.10 no.7
• /
• pp.133-139
• /
• 2019

This study investigated what type of destination image on Facebook increases positive attitude towards the destination and desire to travel. More specifically, we hypothesized that Facebook user's public self-consciousness will moderate the advertising effect, so we tested the difference in attitude towards the destination and willingness to visit and recommend based on the type of destination image (presence/absence of a tourist in the image) and user's public self-consciousness (high/low). As a result, when a tourist was present in the photo, positive attitude toward destination was higher than when absent. In addition, the high public self-consciousness group showed greater attitude toward destination and higher willingness to visit and recommend than low public self-consciousness group when a tourist was present in the image. However, the low public self-consciousness group showed no difference depending on the presence of a tourist. This research not only is academically significant as it experimentally tested advertising effect depending on type of destination image and Facebook user's public self-consciousness, but also holds practical significance as it suggests advertisement method to consider consumer's predisposition.

• Journal of the Korea Furniture Society
• /
• v.26 no.3
• /
• pp.267-273
• /
• 2015

This study is a review on the relationship between furniture purchasers and producers in the Joseon period. Understanding the relationships in our traditional spirit and the Joseon furniture that reflects a aesthetic sense is a meaningful work. Joseon was to build an ideal country which put emphasis on the order and harmony through Theory of 'Yeak' as the confucianism nation. Human aesthetics, which emphasis on the spiritual value by confirmity to nature and forcus on the relaxed, deficient personality rather than completeness was established as the central formative consciousness of the Joseon Dynasty. The nature of things in the confucian scholar prior to the representations of things is expressed in the form of master craftsman's skill and soul. Formative consciousness of the confucian scholar is to realize ideals by communciation and interchange with master craftsman's soul in the form of the Joseon furniture. The beauty of restraint and brevity in the Joseon Dynasty furniture includes meanings and procedures of art work. It implies an orderer's purpose of production and a producer's products. Understanding the spirit of times in the production becomes the cornerstone capable of getting closer to the furniture ultimate proper function. These problems have a very close relationship with the problems of modern people's commnuication. We expect an even higher growth of the furniture by achieving more improved communication based on the consumer's great insight and the producer's passion.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.3
• /
• pp.417-427
• /
• 1998

Price, one of the marketing 4p's, is a key decision variable affecting market share and the profitability of individual products. For consumers, since price is almost always known to and can be compared, it is one of the most important criteria when they make a purchase decision making. With the consumers' increasing consciousness for price due to economic recession, and the saturation of domestic apparel market, it is expected that the effect of price on consumers' decision making would be greater than ever. This study, the first in two part series, focuses on testing the validity of dimensions of clothing price using Lichtenstein et. at. (1993)'s suggestion. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were 264 college students living in Seoul, Korea. The data were collected by self -administered questionnaires and analyzed by t-test, ANOVA, regression analysis and Lisrel confirmatory factor analysis. The result supported Lichtenstein et. al. (1993)'s suggestion. That is, consumers' perception of clothing price is not mini-dimensional, but has six dimensions: sale proneness, price mavenism, value consciousness, price consciousness, price -quality schema and prestige sensitivity. Demographic variables partially effect on the consumers' perception of each clothing price dimension. The level of monthly pocket money, however, has influence on all price dimensions. Based on these results, marketing implications for apparel manufacturers were suggested.

• International Journal of Costume and Fashion
• /
• v.15 no.1
• /
• pp.19-37
• /
• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

• Journal of Fashion Business
• /
• v.14 no.4
• /
• pp.132-145
• /
• 2010

These days, the aging population is becoming a critical social issue; the activation of the silver industry for the Y-O generation, meaning the young-old group of aged 55-64, is accelerating now. Pants are very important item to this generation, since they pursue active life with an exercise and leisure activities. Therefore, the physical, psychological, and social characters as well as the changed life style of women in the Y-O generation were reviewed, based on former studies and books. The consumer's patterns and actual wearing conditions about slacks were researched and analyzed through the survey toward 300 women aged 55-65 living in Seoul. Based on this research, information was provided for the development of slacks pattern which is suitable to the deformed body and aesthetic consciousness of the Y-O generation.

• Journal of Fashion Business
• /
• v.10 no.1
• /
• pp.164-177
• /
• 2006

The purpose of this study was to analyze the differences in the image perception of dress shirts, the shirts style preference, the men's fashion consciousness, the shirt purchase attitude, and the usage of the information source between the Daks group(44 respondents) and Renoma group(21 respondents), for developing the possibility and strategy of the dress shirt market in men's wear market for the apparel marketers and manufacturers. For this study, the data obtained from 65 respondents were analyzed by descriptive statistics, Pearson's simple correlation, ANOVA. The results from the study were as follows ; The 6 stimuli for image perception rated on 5 point Likert-type scales in the 12 features were evaluated by perceivers. By the best 3 features abstracted from each stimulus, the shirts styles were named, they were Basic style, Soft style, Sophisticated style, Modern casual style, Mannish style, and Trendy style. There were significant differences in the image perception of Mannish style, the preferences of shirts style, the fashion consciousness, the shirt purchase attitude, and the usage of the information source between the Daks group and Renoma group.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.10 no.3
• /
• pp.127-136
• /
• 2008

The main focus of the study resides in antecedents of price acceptability. Levels of acceptable price may be related to the consumers' perception on reasonable or expected price. Price acceptability is known to have several psychological antecedents. One of the antecedents to price acceptability reported by prior researches is price-quality inference, a tendency to correlate high price to excellence in quality. In addition, price-conscious consumers are likely to show lower level of price acceptability level. Another well-known antecedent is sale proneness. Sales-prone consumers may relate price of apparel products to product quality information. Moreover, it was reported that involved consumers should be more concerned with the products to its price and thus should have higher levels of price acceptability. A conceptual model with price consciousness, sale proneness and product involvement as the exogenous variable, price-quality inference and price acceptability as the endogenous variable was developed for the empirical study. Measures of research variables were developed based on previous studies. Questionuaires from 298 respondents were analyzed for the study. The average age of respondents was 27. About 60% of the respondents were married and about 65% of them had college degrees. Empirical results supported all of the hypothesized relationships. Price consciousness had significant negative influence on price-quality inference and price acceptability. Sale proneness significantly influenced price-quality inference, while apparel involvement had significant impact on price-quality inference and price acceptability. Price-quality affected price acceptability significantly. This study generated a framework to help scholars understand antecedents of price acceptability of apparel products. Price has been shown to playa dual role in consumer's perceptions, either positively or negatively. Price consciousness played a negative role, and product involvement had a positive role in evoking higher level of price acceptability. This study also suggests additional source of positive, yet indirect role of price, sale proneness. This study also affirmed the importance of price-quality inference in arousing higher level of price acceptability.

• Journal of Information Technology Services
• /
• v.22 no.5
• /
• pp.31-49
• /
• 2023

Due to the outbreak of the COVID-19, self-service technology is widely used in Korea, and demand for disposable cups is increasing significantly. Waste and recycling of disposable cups have become a social concern for Koreans and Korea implemented the "Disposable Cup Deposit Systems" again in December 2022. Whether the emergence of this system can change the way people behave in environmental protection is a question to be examined in this study. Companies participating in the disposable cup deposit system are hoping that customers will actively recover cups through self-service in the process of collecting disposable cups. The government, along with businesses, transfers recovery work to customers through self-service technologies and schemes. Due to the increase in Shadow Work and the strengthening of consumer environmental protection consciousness, this paper focuses on how unmanned service types such as self-service technology can affect people's environmental protection behavior. An empirical analysis with 477 samples examined how the characteristics of shadow work, perceived efficacy, environmental awareness, and ecological guilt affect user's environmental protection behavior. Perceived efficacy that acts as a mediator and ecological guilt that plays as a moderator are investigated. Although there have been many studies on the effects of shadow work on customer behavioral intentions before, it has been very rare to study the effects of shadow work perceived by people on environmental behavioral intentions from an environmental protection perspective. This study shows that the higher the perceived efficacy of consumers, the more people prefer self-service technology and the stronger the environmental protection behavior. Also, consumers' ecological guilt significantly moderates the relationship between environmental consciousness and eco-friendly behavior. It is expected that companies and governments will be able to understand the impact of shadow work on consumers' environmental protection behavior and further promote environmental protection by appropriate policies and marketing strategies.