• Title/Summary/Keyword: Consumer Value Perception

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A Study on the Influence of Omni Channel's Shopping Value on Users' Innovative Tendency and Service Attitudes

  • MIN, So-Ra;LEE, Sun-Mi
    • 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 Role of Perceived Value on the Continuance Intention in Mobile Social Network Service (모바일 SNS 지속 사용의도에 있어 지각된 가치의 역할)

  • Kim, Ji Yoon;Chu, Kyounghee
    • Journal of Digital Convergence
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    • v.12 no.10
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    • pp.211-222
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    • 2014
  • This study investigates the antecedents of continuance intention of mobile SNS. In addition, it also explores the mediating role of perceived value in the relationship between the antecedent and continuance intention. This study posits that a social influence, perceived usefulness, privacy concern, and a perceived effort of use are major factors to influence continuance intention of SNS. By using a PLS analysis, this finding suggests that consumers' perception of the value of SNS which is previously overlooked, is a primary determinant of continuance intention, and the other exploratory factors are mediated through perceived value in cognitive aspect. This research aims to examine consumer's SNS continuance intention in terms of consumer's perspective, not just from the technology user perspective. Therefore, this research provides a useful guideline for marketing managers on how to manage Mobile SNS properly.

A Study on the Effect of Retail Ready Packaging (RRP) in Discount Stores on Customer Satisfaction and Repurchase Intention

  • Jung, Sung-Tae
    • KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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    • v.27 no.2
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    • pp.71-84
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    • 2021
  • The purpose of this study is to establish a new management strategy to meet customer needs of discount stores as customers demand higher and more diverse services in addition to low prices. An empirical analysis on consumers to explore the structural relationships between the quality, environmentally friendliness, consumer perception, service value, and emotional response of retail ready packaging (RRP) in discount stores in order to find out how they affect customer satisfaction and repurchase intention. First, it was confirmed that the RRP quality of discount stores that affects customer satisfaction is mediated by the emotional response. Second, it was found that RRP in discount stores should continue to devise strategies to improve service quality along with efforts to provide more benefits perceived by customers to increase customer satisfaction and repurchase intention. Third, it was confirmed that the RRP image of discount stores has a positive (+) effect on service value, emotional response, customer satisfaction, and repurchase intention.

The Study of Structural Relationship of Consumer Awareness in Fair Trade Product (공정무역제품에 대한 소비자 인식의 구조적 관계에 관한 연구)

  • Ock, Jung-Won
    • Management & Information Systems Review
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    • v.34 no.1
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    • pp.143-162
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    • 2015
  • The purpose of this study was to investigate the structure relationship through the empirical analysis between the factors that affect the perception of the consumer for the fair trade products. Most of the previous research on consumer reactions associated with fair trade products are limited to certain situations that are characterized as exploratory look. Specifically, this study suitability as a key factor associated with consumer awareness of the fair trade products through review of the literature, reliability, consumption values, attitudes and purchase intention presentation, and was to examine the effect relationship. Although most of the theories are employed through empirical analysis, the relationship between reliability and purchase intention (H5), there was no statistically significant effect relationship. The results of this study are expected to provide significant implications in the establishment of the company's marketing strategy to sell fair trade products with the comprehensive understanding of the consumer recognition of the fair trade products.

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The Effect of Perceived Risk, Hedonic Value, andSelf-Construal on Attitude toward Mobile SNS

  • Kim, Ji Yoon;Kim, Sang Yong
    • Asia Marketing Journal
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    • v.16 no.1
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    • pp.149-168
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    • 2014
  • This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

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A Study on Consumer's Word-of-Mouth Intention of Off-line Mobile Payment Service: Focused on the Comparison between Korean and Chinese Consumer (오프라인 모바일 결제 서비스에 대한 소비자의 구전의도에 관한 연구: 한·중 소 비자의 비교를 중심으로)

  • Jung, Mi-Ra;Lim, Sung-Jin;Han, Kyeong-Seok
    • Journal of Digital Contents Society
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    • v.18 no.6
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    • pp.1109-1118
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    • 2017
  • With mobile payment always at the center of the fintech craze all over the world, many countries led by China, India, England and Brazil are dedicated to activating and supplying online and offline mobile payment services, securing competitive advantage in the global mobile payment market. However, Korea that had proudly considered itself as an IT power was crowded out of the top 10 ranking, falling behind even Australia, Mexico and Germany. Therefore, this study conducted an empirical research to measure the word-of-mouth intention of general consumers using offline mobile payment service in Korea. Furthermore, it comparatively analyzed the world's most powerful country, China, in mobile payment services, and analyzed the difference in consumer perception between Korea and China.

A Study of Measures for Sustainability of Ethical Fashion Social Enterprises - Focusing on Seoul - (윤리적 패션 사회적기업의 지속가능 방안 연구 - 서울지역 패션 사회적기업을 중심으로 -)

  • Yong, Yang
    • Journal of the Korean Society of Costume
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    • v.66 no.7
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    • pp.192-208
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    • 2016
  • Due to the paradigm shift in fashion industry, its contribution to social activities and social enterprises' practice of ethical fashion has been on the rise lately. The surveillance and regulations of international community have increased in light of the betterment of working conditions and protection of the rights, and corporate social responsibility has been emphasized through consumers' interest in ethical consumption. In this regard, the fashion social enterprises' responsible and ethical management can both boost the trust in business and value-added. The study aims to propose feasible methods by exploring ways to induce support from central and local governments, which will lead to the activation of future fashion social enterprises and paradigms shift of consumers's perception and value. The sustainability of social enterprises requires management line or policies that consider social, environmental, economic, and political aspects of virtuous cycle, differentiated internally or externally. Fashion social enterprises also need ethic management and social responsibility management that are distinctive from general fashion enterprises. Thus, they will not be sustainable or differentiated unless entrepreneurial faith and role is not clear. Education and continuous promotion including upcycling are critical to build consumer base as they can make consumers spend ethically and recognize social enterprises. In addition, social education and public relations need to take place in order to internalize consumer pattern. The goal of sustainable corporate social activity is to change the awareness and become social investment that returns some profits to the society as members in line with reviewing corporate image. This can lead to establishing the foundation of securing a big comsumer market and winning the trust of the consumer's through corporate social responsibility and investment.

Brand Equity and Purchase Intention in Fashion Products: A Cross-Cultural Study in Asia and Europe (상표자산과 구매의도와의 관계에 관한 국제비교연구 - 아시아와 유럽의 의류시장을 중심으로 -)

  • Kim, Kyung-Hoon;Ko, Eun-Ju;Graham, Hooley;Lee, Nick;Lee, Dong-Hae;Jung, Hong-Seob;Jeon, Byung-Joo;Moon, Hak-Il
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.4
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    • pp.245-276
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    • 2008
  • Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.

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The Influence of Environmental Concern and Green Fashion Advertisements on Consumer Behavior: Chinese vs. Korean

  • Shi, Hang;Cui, Yu Hua
    • Journal of Fashion Business
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    • v.22 no.6
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    • pp.25-38
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    • 2018
  • Recently, issues on the environment, which have become key bottlenecks relative to sustainable economic development, have generated common concern. However, relatively scant research has been devoted to consideration of relations between consumers' environmental concern, green fashion advertisement value, and green consumption. In this study, using structural equation modeling (SEM), effects of environmental concern, perceived green fashion advertisement value, and attitude towards green fashion advertisements, on ecological purchases and their interrelationships are investigated. A model is constructed to link aforementioned constructs. Data, was collected through a questionnaire-based online survey (www.sojump.com) of 260 Korean consumers and 260 Chinese consumers. Findings suggest that environmental concern can improve their perception of green advertisement value. One of the findings showed strong positive relationship among green advertisement value, positive attitude, and purchase intention towards green fashion advertisement, while environmental concern negatively influenced their attitude towards green fashion advertisements. It suggests that if companies adopt green advertising strategies, environmentally-conscious consumers are willing to pay more, to purchase green fashion goods in to satisfy their needs. We should put more effort in educating consumers about environmental issues, to raise the level of environmental awareness and satisfy their concerns relative to green fashion goods. Conversely, there is significant positive relationship with the moderating effect of consumers' nationality in all paths, so results above would make significant contributions to green literature, and would also contribute to advertisement strategy implications as well. Especially fashion marketers, an use accurate and fair environmental claims in their advertisements to increase sale and profits.

A Study on the Consumer Perception and Factor Analysis of Food Tourism (음식관광에 대한 소비자의 인식 및 요인분석)

  • Kim, Eun-Hae;Lee, Min-A
    • Korean Journal of Community Nutrition
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    • v.15 no.1
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    • pp.83-93
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    • 2010
  • The purpose of this study is to investigate consumer perception and importance of food tourism properties and performance of the properties in Sangju province of Gyeongsangbuk-do. The study has found that persons who have food tourism experiences (75 persons, 50.7%) had slightly more than not experience persons (72 persons, 48.6%). Additionally, most of the respondents were usually satisfied with the local foods. Also, it was found that food tourism had been taken 1-2 times per 6 months (48 persons, 64.0%) on average, and 135 persons (91.2%) had intention of experiencing food tourism. According to the result of Importance-Performance Analysis (IPA) on consumers' food tourism properties, high importance was on 'There are attractive landscapes.' ($4.52\;{\pm}\;0.56$), 'Accommodations with reasonable price.' ($4.18\;{\pm}\;0.80$), and 'The food of the area is famous.' ($4.15\;{\pm}\;0.73$); and the properties such as 'There are local specialty shops or markets selling local produce.' ($3.03\;{\pm}\;0.83$), 'The climate is temperate.' ($3.03\;{\pm}\;0.87$), and 'There are attractive landscapes.' ($3.02\;{\pm}\;0.98$) showed average performance. A factor analysis about consumers' importances to the food tourism properties shows that the factors were divided into four kinds and each of the factors were named as 'convenience-stable propensity', 'valued-oriented propensity', 'adventurous-aggressive propensity' and 'traditional-active propensity'. Variance ratios of each factor were 22.319%, 10.286%, 8.723% and 6.239%, respectively. According to the result of a reliability analysis, Cronbach's alpha value was 0.8621, implying that reliability of each item was very high. Therefore, it is considered that development of food tourism products and promotion strategies therefore should be designed based on the importance of food tourism properties hereafter.