• Title/Summary/Keyword: Consumer Value Perception

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Consumers' Perception of Fashion Companies' Sustainability and Its Effect on Trust, Preference, and Purchase Intention (패션기업의 지속가능성에 대한 소비자 인식이 신뢰, 선호도 및 구매의도에 미치는 영향)

  • Suk, HyoJung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.39 no.5
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    • pp.656-671
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    • 2015
  • Discussions on sustainability in the fashion industry highlight the need for a holistic and strategic approach. This study investigated consumers' perception of fashion companies' sustainability and its relationship with value and perceived consumer effectiveness as well as with consumer trust, preference, and purchase intention. The assessment scale of fashion companies' sustainability was developed for this study and data were obtained from 645 consumers in their 20's to 60's in Korea. As a result, consumers' value and perceived consumer effectiveness had significant effects on consumers' perception of fashion companies' sustainability. Universalism, security/benevolence and perceived consumer effectiveness were variables that had significant effects on all four dimensions of sustainability. Consumer's perception of fashion companies' sustainability significantly influenced consumer trust, preference and purchase intention. Especially, environmental, societal, and cultural sustainability (rather than economic dimension) were shown to have a greater impact on consumers' trust, preference and purchase intention.

The impact on the value perception of brand by experiential marketing to the attitude formation and behavioral intentions on active seniors - Comparing of the level of commitment - (액티브 시니어의 체험 마케팅을 통한 브랜드 가치지각이 태도 형성 및 행동 의도에 미치는 영향 - 몰입 정도에 따른 비교를 중심으로 -)

  • Lee, Sang In;Yu, Jihun
    • Journal of the Korea Fashion and Costume Design Association
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    • v.23 no.4
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    • pp.1-17
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    • 2021
  • This study was examined whether the experiential marketing factors proposed by Bernd Schmitt were applicable to the consumer behavior of active seniors. The study was analyzed the influence of SEMs have on value perception of brand and attitude formation as well as the behavioral intentions of active senior consumers and whether this effect differed between the level of commitment. For empirical analysis, frequency analysis, EFA, reliability, CFA, SEM, and multiple-group comparison analysis were performed. The results showed that sense and feel factor did not have a significant influence on the value perception of brand, while think factor had a positive effect on the value perception of brand. Act factor did not affect the value perception of brand; on the other hand, relate factor had a significant effect on the value perception of brand. The result of structural equation modeling also revealed that the value perception of brand had a positive influence on attitude formation and behavioral intentions. The result of multiple-group comparison analysis confirmed that the influence of act factor on value perception of brand differed according to the level of commitment, but the positive influence of act factor on value perception of brand was limited to the high-level of commitment group. As a result of the influence relate factor had on the value perception of brand, differences existed between the two groups, and the low-level of commitment group had a greater influence than the high-level of commitment group. So it will be effective for active senior consumers to form fashion communities and let them participate in to enhance positive consumer behavior toward fashion brands.

Cross-Cultural Comparison of Consumer Attitudes toward US Brand Jeans -among Korean and Mexican consumers- (미국산 청바지에 대한 소비자 태도의 비교문화 분석 -한국과 멕시코의 남녀소비자를 대상으로 -)

  • ;Jai-Ok Kim
    • Journal of the Korean Society of Clothing and Textiles
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    • v.20 no.3
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    • pp.493-501
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    • 1996
  • An understanding of consumers' evaluative processes and the consumer variables that influence cross-cultural evaluations of foreign products is essential to effectively penetrate international markets. This study compared consumers in two developing countries, Korea and Mexico, regarding their product evaluations and purchase intentions for US Levi's jeans. Both Korean and Mexican consumers are generally quality and price conscious. Korean consumers appeared to be more value-conscious than Mexican consumers. Mexican consumers exhibited high level of brand and prestige conscious behavior. Findings in this study support that culture bound consumer characteristics vary from country to country resulting in differences in perception of quality, value and purchase intentions for a particular product. The perception of product quality differs from perception of value and subsequent willingness to buy. For a comprehensive understanding of consumer purchase behavior, the impact of value-conscious attitude on percetion of quality and on purchase intentions should be examined.

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Consumer Ethics and Fashion Corporate Social Responsibility -Attributions of Fashion CSR Motives and Perceptions-

  • Ahn, Soo-kyoung
    • Journal of Fashion Business
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    • v.20 no.6
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    • pp.1-18
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    • 2016
  • This study examines the impact of consumer ethics on the CSR motive attributions and, the subsequent consumer perception of the firm's ethicality. Data of 512 adults were collected nationwide using a self-administered questionnaire online. Exploratory and confirmative factor analysis were employed to identify six underlying dimensions of consumer ethics, as follows: actively benefiting from illegal actions, passively benefiting from illegal actions, no harm/no foul, economic benefiting from illegal actions, intellectual property infringement, and pro-environmental behavior. In order to examine the relationships between consumer ethics, CSR motive attribution, and consumer perceived ethicality, a structural equation modeling test was conducted. The results demonstrated that actively benefiting from illegal actions, economic benefiting from illegal action, and pro-environmental behavior had impacts on CSR motive attributions such as strategy-driven attribution, value-driven attribution, and stakeholder-driven attribution. Consequently, strategy-driven attribution and value-driven attribution influenced the consumer perception of the firm's ethicality, whereas stakeholder-driven attribution did not. This study provides an understanding of the CSR attribution mechanism from the view of consumer ethics that are multi-dimensional. The ethical judgements on different types of consumer behavior lead to attributions of CSR motives and subsequently their perception of a firm's ethicality.

Exploring the Impact of Consumer Benefits and Altruistic Attitudes on Consumer Attributions and Donation Intentions (소비자 혜택 유형 및 타인지향 성향이 패션기업의 기부 활동에 대한 소비자 귀인과 기부 의도에 미치는 영향)

  • Xi Chen;Sojin Jung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.48 no.4
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    • pp.657-672
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    • 2024
  • This experimental study aimed to investigate the determinants of fashion products donation intentions built on two consumer attributions: strategic and value-driven motives. While consumers may perceive that the underlying motivations of a firm's CSR initiatives are to sincerely help society, they may also believe that such initiatives are strategically motivated and that the firm only engages in CSR to improve its corporate image. Therefore, this study tested how extrinsic factors (consumer monetary and non-monetary- benefits for participating in a donation campaign) and intrinsic factors (i.e., altruistic attitudes) influenced perceived value- and strategic-driven motives, which in turn promote donation intentions. An analysis of 268 responses revealed that monetary benefits, such as offering discount coupons, increased consumers'perception of strategic motives, while non-monetary benefits, such as offering a ring and acertificate, enhanced their perception of value-driven motives. In addition, consumers who tended to have a positive altruistic attitude were more likely to perceive value-driven motives, and this orientation also directly increased donation intentions. These findings also confirmed that only value-driven motives promoted donation intentions. However, consumer benefits did not directly affect donation intentions. The findings of this study suggest valuable managerial implications as well as academic contributions.

The Study on Value and Demographic Characteristics of Missy Who are New Consumer Group -about Women Aged Twenties and Thirties- (새로운 소비자 집단으로서 미씨(Missy)의 가치관 및 인구통계학적 특성에 관한 연구 -20~30대 여성을 중심으로-)

  • 김선희;임숙자
    • The Research Journal of the Costume Culture
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    • v.3 no.2
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    • pp.371-391
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    • 1995
  • This study is to infer consumer's value and demographics towards Missy, who are womens of new generation which represents new consumer group in fashion industry. The concrete purpose of the study is as follows : First : To find out the differences of value inference towards Missy depending on demographics of researched group. Second : To find out differences of value inference towards Missy depending on self-evaluation. Third : To find out differences of perception towards Missy's demographics between the groups of career women, housewives, students. Fouth : To find out differences of perception towards Missy's demographics depending on self-evaluation about Missy's of researched group. The researched group was 251 women aged between $20\sim30$ living in Seoul and sample have been selected from various profession. Method of the study was by using questionnares which were based on results of pretest and preceding research. Analysis of the study was achieved by using SPSS package which are frequency, percentage, $x^2$-test, t-test and Anova, Duncan-test and the results are as follows: First : There are significant differences of value inference towards Missy between the groups who are perceived themselves Missy by self evaluation and the groups who are not. Third : There are significant differences of perception towards Missy's demographics between the groups of career women, housewives, students. Fourth : There are significant differences of perception in regards to Missy's demographics between perceived themselves Missy and the others who are not.

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The Effect of Price Information Cues on The Consumer's Apparel Quality Evaluations (의류제품의 품질평가에 있어서 가격단서의 영향)

  • 최미영;이은영
    • Journal of the Korean Society of Clothing and Textiles
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    • v.22 no.8
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    • pp.1099-1110
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    • 1998
  • The perceived quality is a concept considered from the consumer's perspective. So it is differ from the objective determination of product quality. Thus the consumer perception of quality is a subjective judgement of an individual and an overall feeling on the characteristics which includes the product's reliability, performance and so on. In terms of product perception, consumers utilize the product cues in evaluating the product's quality before the purchase and the cues reflecting the quality can be classifisied into intrinsic and extrinsic ones. When the quality perception is limited to the purchase situation, purchase decision dependent on surrogate indicators such as price, are inclined to increase due to the lack of information. Therefore in this study the perceived quality of apparel is controled to the purchase situation in order to examine the consumer's reaction to the price cues and for the convenience of the exploratory investigation. As a result of the empirical study, consumers show differences in quality and value perceptions to the product with the same price depending on the perception whether the price is high or low. The apparel quality evaluation process goes through the steps of "product attributes - perceived quality - perceived value - purchase intention".

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The Impact of Service Perceptions and Product Perceptions on the Formation of Fashion Internet Shoppers' Satisfaction and Purchasing Behavioral Intentions

  • Lee, Seung-Min;Ku, Yang-Suk
    • Fashion & Textile Research Journal
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    • v.3 no.5
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    • pp.395-402
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    • 2001
  • The purpose of this study was to develop the service and product perceptions' dimensions for fashion retail sites and to identify the service and product perceptions' dimensions influencing consumers' satisfaction and purchasing behavioral intentions for fashion retail sites. A set of self-administered questionnaires were e-mailed to an internet Research Panel consisting of members who had purchased fashion products or visited fashion retail sites. 799 questionnaires were analysed using frequency, percentage, exploratory factor analysis. Cronbach's ${\alpha}$, stepwise regression analysis utilizing SPSS 10.0. The service perception dimensions of fashion retail sites had reliability, convenience, incentive, responsiveness and tangibility. Online fashion product perception dimensions were product variety and product value. Consumer satisfaction was influenced by reliability, product variety, product value, convenience, incentive and responsiveness. Consumer satisfaction had a direct impact on purchasing behavioral intentions of fashion retail sites.

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Consumer Benefit and Intention to Participate in Creating Shared Value(CSV) Based on Consumer Perception (공유가치창출(Creating Shared Value)에 대한 소비자인식 및 수용과정에 따른 소비자혜택과 참여의도에 관한 연구)

  • Hwang, Hyesun
    • The Journal of the Korea Contents Association
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    • v.18 no.9
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    • pp.1-13
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    • 2018
  • Creating shared value (CSV) is a strategic approach connected to social value by moving away from a corporation's profit and competition oriented strategies. This study attempted to analyze consumers' perception and intention to participate in corporation's CSV practices. The results are as follows. First, consumers tend to have positive perception toward the practicability of CSV strategy. Second, a structural equation model was established and verified to analyze the relationship among the perceived practicability of CSV, perceived benefits for corporations and consumers and consumers' intention to participate in CSV strategy. Specifically, the result showed that consumers' perception on the practicability of CSV has positive effect on the perceived benefit for corporations. Also, consumers' perception on the benefits they may receive through CSV was positively affected by the perception on the benefits for corporations. The result indicated that consumers' perceptions on benefits of CSV have positive influence on consumers' intention to participate in CSV strategy.

A Study on the Perception of Credit Cards' Benefit and Risk and the Shopping Value Types among Korean Undergraduate Consumers (대학생의 쇼핑가치 유형과 신용카드의 혜택 및 위험 요인 지각에 대한 연구)

  • Hong Heeyoung;Doo Kyungja
    • Journal of Family Resource Management and Policy Review
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    • v.9 no.2
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    • pp.145-161
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    • 2005
  • This study was to examine whether the hedonic and utilitarian shopping values were expressed in shopping experience among the undergraduates and how the consumers with different shopping values vary in the perception of credit cards' benefit and risk. The 215 undergraduates in Seoul were surveyed. The results indicated that undergraduates were divided into hedonic shoppers and utilitarian shoppers according to their shopping value and that the perception of credit cards' benefit and risk was explained by the four factors including the increased cost, the removing the immediate need for money, the additional service and benefits, and the overspending and credit crime. The overspending and credit crime as one of the risk factors was affected by the types of shopping values.

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