• Korean Journal of Human Ecology
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• v.16 no.2
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• pp.367-380
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• 2007

This study investigates the perception of price and the propensity to conspicuous consumption in the purchase of clothing among college students and the relation between the perception of price and the propensity to conspicuous consumption. The data for this study were collected from 1,015 Korean college students. In order to analyze the data, statistical methods such as frequency, percentage, mean, standard deviation, factor analysis, ANOVA, scheffe-test, Pearson's correlation, and Cronbach's a were used with the SPSS statistical package program. The major study findings were as follows. 1. The perception of clothing price among college students was classified into five factors: high price-oriented, discount-oriented, high quality-price rate-oriented, low price-oriented, and effectiveness-oriented. 2. The propensity to conspicuous consumption of clothing among college students was classified into four factors: brand name conspicuousness, conspicuous pursuit of vogue, symbol of their social position, and imported goods conspicuousness. 3. High price-oriented and discount-oriented were different significantly according to sex, age, father's educational level, monthly income, monthly allowance amount. High quality-price rate-oriented and low price-oriented were different significantly according to sex, father's educational level, monthly income, monthly allowance amount. Effectiveness-oriented was different significantly according to sex, age. 4. Brand name conspicuousness, conspicuous pursuit of vogue and imported goods conspicuousness were different significantly according to sex, age, father's educational level, monthly income, monthly allowance amount. Symbol of their social position was different significantly according to sex, age, father's educational level, monthly income. 5. High price-oriented, discount-oriented and high quality-price rate-oriented have the highly positive correlation with four factor of propensity to conspicuous consumption of clothing. Low price-oriented has the negative correlation with four factor of propensity to conspicuous consumption of clothing. Effectiveness-oriented has the lowly positive correlation with four factor of propensity to conspicuous consumption of clothing.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.71-78
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• 2018

The increased popularity of group-buying deal promotions has made research efforts grasping the importance of involvement on the positive reactions of consumers. This is due to the fact that consumer purchasing behaviors are highly likely to differ depending on a particular consumer's involvement level, referring to the basic interest in or importance of a group-buying purchase. In this regard, this paper (1) investigated the effects of involvement on purchase behaviors; and (2) examined whether the proposed relationships may vary depending on a consumer's deal prone propensity. Results revealed that a consumer's cognitive involvement in a restaurant promotion affects emotional involvement, ultimately leading to purchase intention. In addition, a consumer's deal proneness tendency was revealed to moderate the relationship between cognitive involvement and emotional involvement. Compared to low deal-prone consumers, high deal-prone consumers tended to have a higher level of emotional involvement resulting from cognitive involvement. Managerial implications and directions for future research are provided.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.3
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• pp.11-22
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• 2012

As the consuming pattern is changing with the expansion of Internet use and the development of communication technology, Internet shopping market is getting bigger and bigger. By product group, clothing and fashion related products occupy the biggest share. Accordingly, in this study it was tried to identify the effects of Internet utilization capability that enables consumers to search for the information that they need in this information flood, variety pursuit trend and product review accommodation status on shopping value, and to analyze the effects of the shopping value on the purchase behavior in online shopping malls. When factor analysis is nude on Internet use level, it was found that Factor 1 was 'Flow Experience,' Factor 2 'Internet Use Capability,' and Factor 3 'Internet Challenge Desire.' When factor analysis is made on Diversity Pursuit Propensity, it was found that Factor 1 was 'Site Diversity Pursuit Propensity,' Factor 2 'Brand Diversity Pursuit Propensity,' and Factor 3 'Brand Value Pursuit Propensity.' When factor analysis is nude on Product Review Accommodation Propensity, it was found that Factor 1 was 'Product Information Provision Propensity,' and Factor 2 'Product Information Receiving Propensity.' Except Internet Use Capability and Product Information Provision Propensity, all other factors showed high correlation. The factor influencing the entertainment value most was Internet challenge desire, while that influencing the practical value most was flow experience. When the effects of the entertainment value and the practical value on product purchase were analyzed, it was found that both of entertainment value and the practical value influenced product purchase and the practical value influenced the product purchase more than the entertainment value.

• Journal of Distribution Science
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• v.14 no.11
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.5
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• pp.796-808
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• 2017

This research shows how fashion curation service consumers (both fashion and image consultants) reveal different aspects towards a preferred image type among the correlation of fashion curation service usage motivation and fashion shopping propensity. These preferences also included the purchase intentions for fashion display service products. This study surveyed 300 men and women between the ages of 20-30 who were the main consumers of fashion curation services. 'Convenience, fashion trend, and exploratory' increased purchase intentions for fashion shopping propensity, 'information search for utility, entertainment, and personal expression' increased purchase intentions for fashion curation services and 'brand identity, consumer lifestyle, and product information' increased factors for the fashion curation service preferred image type. Consumer preferences varied according to different fashion curation service image type; however, all consumer group syndicated a difference in fashion curation service actions. For instance, fashion curation service consumers preferred a consumer lifestyle image, convenience, hedonic shopping orientation, and personal expression motivation had a positive influence on product purchase intention. However, the shopping orientation of 'fashion trend, practical information exploration, and entertainment motivation' had an optimistic influence on product purchase intentions for fashion curation service consumers who preferred a brand identity image and a product information image.

• Korean Journal of Human Ecology
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• v.18 no.2
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• pp.381-395
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• 2009

This study was conducted to investigate effects of self concept of children consumers on consumption propensity of online items according to gender by considering that self, which means a thought on ownself, is expressed as online items in cyber space. Totally, 760 copies of the questionnaire were distributed and 716 ones were finally used as data for analysis in this study. The data were analyzed by using SPSS 14.0 and factorial analysis, Cronbach' ${\alpha}$, t-test, cross tabulation analysis and multiple regression were conducted. The results of this study could be summarized as follows. First, the factorial analysis performed to examine types of self concept found four factorial structures - justness, social, academic and family self. In addition, the factorial analysis done to determine compositional factors of irrational consumption propensity of children consumers showed three factorial structures - impulse buying, conspicuous consumption and imitative consumption. When the effects of personal variables, item-transaction variables and self concept on irrational consumption propensity of children consumers were investigated according to gender, significant factors affecting consumption propensity of both of the males and females were a monthly pocket money, time using the Internet and major transaction items. In addition, parents' permission for purchasing items, justness self and family self were found to be variables affecting consumption propensity in the male children. On the contrary, self concept of female children did not affect irrational consumption propensity.

• Journal of Communication Design
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• v.57
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• pp.44-53
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• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• The Journal of Industrial Distribution & Business
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• v.10 no.5
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• pp.49-58
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• 2019

Purpose - Consumer behaviors or decision-making process has been changing recently as the consumer environment, including mobile everyday life, has changed. In view of this changing consumer smart environment, this study aims to investigate structural relation about the influence omni-channel propensity and regulatory focus on consideration set formation. Research design, data, and methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for university students with experience in purchasing in less than three months. With reference to previous studies, operational definition was made for the questionnaire design. From 2018 Nov. to 2019 Feb. Survey was conducted on the panel consumers who purchase item within that period. 315 collected survey data were used to verify hypotheses except the data that had incorrect values. This data were used for SPSS/AMOS for confirm hypothesis which developed by researcher. Results - The results of this study are as follows. First, Consumers were considering a more heterogeneous alternatives if they were more omni-channel propensity in the process of forming consideration set. Second, Consumers were more conscious of the price if they were more omni-channel propensity Third, Consumers were considering a more newness alternatives if they were more omni-channel propensity in the process of forming consideration set. Meanwhile, The results of the study on regulatory focus and consideration set relationships are as follows. Consumers were considering a more heterogeneous alternatives if they were more promotion focus tendency in the process of forming consideration set. Second, Prevention focus tendency were more conscious of the price in the process of considering alternatives. Third, Consumers were considering a more newness alternatives if they were more promotion focus tendency. Conclusions - Depending on the changing consumer environment, the omni-channel propensity was shown to influence the formation of the consideration set. Also, Regulatory focus of consumers significantly influence to formation of consideration set. this study also contributes to the development of the theory as well as the practical approach with understanding consumer decision process on smart(mobile) environment.

• Journal of Distribution Science
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• v.21 no.12
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• pp.103-111
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• 2023

Purpose: This study explores the impact of live commerce on consumer purchase intention in the Chinese market. Live commerce, a novel marketing strategy that fuses e-commerce with live streaming, has gained significant popularity in China. The study aims to pinpoint main ways that live commerce increases customers' propensity to make purchases. Research design, data, and methodology: The PRISMA technique was adhered to in the systematic cycle of finding, screening, and selecting publications. Predefined keywords like "live commerce," "live-stream shopping," "consumer purchase intention," and "China" produced a large number of possibly pertinent research in the first search. Results: This study has delved into the profound effects of live commerce on consumer purchase intention, with a specific focus on the dynamic Chinese market. This study has identified four primary outcomes that support the revolutionary potential of live commerce: increased product engagement, significant social influences, dynamic pricing tactics, and the establishment of trust and credibility. Conclusions: Finally, the study provides live commerce practitioners with valuable insights, advising them on maximizing these impacts to increase consumer buy intention. In summary, this study offers helpful information to companies and marketers who want to take advantage of live commerce as a powerful tool for connecting with Chinese customers and increasing sales.

• Korean Journal of Poultry Science
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• v.47 no.4
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• pp.247-254
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• 2020

This study examined how consumer choices (i.e., selecting food safety certified products, health-related products, and familiar brands) affect the purchase of Korean native chicken (KNC) and the demographics that influence KNC purchases using secondary consumer panel data from the Rural Development Administration of Korea. The grocery purchase data from 654 Korean households between 2017 and 2019 were used; the propensity for food safety certified products was measured by the purchasing frequency of Good Agricultural Practice (GAP) and Hazard Analysis and Critical Control Point (HACCP) products, and the propensity for health-related products was measured by the purchasing frequency of home meal replacement (HMR) and hedonic products. The propensity to purchase familiar brands was measured using a questionnaire. Logistic regression was used to examine the determinants of the KNC purchase experience, and multiple linear regression was used to determine the factors that influenced the KNC purchase frequency. The results showed that unemployed women purchased more safety certified products, health-related products, familiar brands, and KNC. These findings suggest that targeting consumers with differential marketing strategies may help promote KNC consumption. This study identified factors that influence KNC purchases, which is important for understanding consumer behavior and revitalizing the market.