• Title/Summary/Keyword: Consumer Value Perception

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The Influence of Perceived CSR Motives of Fashion Consumer on Sincerity, Trust, and Behavioral Intention -Focus on the Effects of CSR Timing and Information Source- (패션 소비자의 CSR 동기 지각이 진실성, 신뢰, 행동 의도에 미치는 영향 -CSR 지속성과 정보원의 효과를 중심으로-)

  • Ahn, Soo-kyung;Ryou, Eunjeong
    • Journal of Fashion Business
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    • v.25 no.5
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    • pp.57-72
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    • 2021
  • With the growing importance of CSR, more fashion brands have actively engaged in CSR activities, and consumers' perception of their motives has become a critical issue. This study investigates the influence of perceived CSR motives on fashion consumers' perceived sincerity, trust, and behavioral intentions. In addition, the effect of 'CSR timing' and 'information source' on these variables was examined. In a 2×2 between- subjects design with scenarios, 515 adult consumers responded to an online survey questionnaire. The study identified three CSR motives: value-driven motive, instrumental motive, and strategic motive. The SEM results showed that the value-driven and instrumental motives influenced trust and behavioral intentions. In particular, perceived sincerity mediates value-driven motive and trust. A comparison of latent means revealed the effect of CSR timing on value-driven and strategic motives, trust, sincerity, and behavioral intentions. This study provides an insight into the relationship between consumers' perception of CSR motives and their reactions, and the importance of CSR timing.

Effects of campus dining sustainable practices on consumers' perception and behavioral intention in the United States

  • Borham Yoon ;Kyungyul Jun
    • Nutrition Research and Practice
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    • v.17 no.5
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    • pp.1019-1027
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    • 2023
  • BACKGROUND/OBJECTIVES: Sustainability has become one of the top priorities in the foodservice industry. With an increase in consumer interest in sustainability and educational opportunities in higher education, it is important to know what sustainable practices are implemented in campus dining and how sustainable practices affect consumers' responses. This study aims to identify the key sustainable practices in the campus dining context, and investigate the relationship by applying the stimulus-organism-response framework to determine whether the key sustainable practices influence consumers' perception and behavioral intentions. SUBJECTS/METHODS: The self-administered online survey was distributed to college students in 8 dining halls at a large southeastern university in the United States from September 20-October 10, 2019. A total of 382 valid questionnaires were collected, and factor analysis and multiple regressions were utilized to test the research model. RESULTS: This study identified 4 dimensions of campus sustainability with a total of sustainable practices: sustainable food, waste management, energy/water conservation, and recycling/reuse. Three dimensions of sustainable campus practices (i.e., sustainable food, waste management, recycling/reuse) played a significant role in consumers forming a perceived value while energy/water conservation did not significantly influence the consumers' perceived value toward the campus dining. Waste management was identified as the most important practice to enhance consumers' perceived value (β = 0.330). Using sustainable food and recycling/reuse were ranked second and third, respectively (β = 0.262, β = 0.154). The findings confirmed the significant positive relationship between perceived value and revisit intentions. CONCLUSIONS: The findings support the inclusion of dining sustainability as a critical component in explaining college students' perceived value and revisit intention toward campus dining. Furthermore, this study provides practical implications for university administrators and foodservice operators to consider the key sustainable practices to meet the consumers' value and revisit intentions.

A Study on the Relationships between Purchasing Behavior of Textile and Perceived Risk. (옷감 구매행동에 있어서 지각된 위험 (perceived Risk)의 역할에 관한 연구)

  • 남상우
    • Journal of the Korean Home Economics Association
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    • v.26 no.1
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    • pp.21-31
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    • 1988
  • The main problem of consumer behavior is choice since the outcome of me of a choice can only be known in the future, consumers are forced to deal with the risks of und\certainty. So, perception of risk is pivotal aspect of consumer behavior. This study was designed to investigate the relationships between purchasing behavior of textile and perceived risk. Data were obtained from 276 housewives. ANOVA, x2-test were employed to analyse the data. The result were : 1. general features of textile purchase behavior are as follows. Blend wools and pure wool products are prefered. Fall is the major season in purchasing textile. Wholesalers, department stores and agent stores are prefered. Purchasing decision making process independent upon not only textile itself but the practice value of the textile. Purchasing textile, married young women depend on outward shape of the textile, middle and old aged groups depend on the economic value of the textile and the credibility of the stores. 2. Perception of risk is relatively high in the preference of store, color/design, and psycological uncertainty. But the perceived risks is relatively low in brand, price and social credibility. 3. There is significant relationship between the recognition rate of risk and the sensitiveness of the consumer. In addition, there are strong relationship between the risk rate and the preference of shop, brand, and price. On the other hand, there are no significant relationship between the color, design, and sociopsyco-logical risk and demographic variables. 4. The perceived risk of consumer would be a key stone to grasp the consumer behavior. The product company needs to provide full information which could reduce the perceived risk of consumer. there attitude would help for the mutual interests. In the future research, we need to develop the precise methods for finding variables on the perceived risk during the process of making purchase intention.

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The Effect of Price Promotional Information about Brand on Consumer's Quality Perception: Conditioning on Pretrial Brand (품패개격촉소신식대소비자질량인지적영향(品牌价格促销信息对消费者质量认知的影响))

  • Lee, Min-Hoon;Lim, Hang-Seop
    • Journal of Global Scholars of Marketing Science
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    • v.19 no.3
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    • pp.17-27
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    • 2009
  • Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided with a $2{\times}2$ factorial design that has 4 patterns of price promotion (presence or absence of past price promotion * presence or absence of current price promotion) and the explanation describing the price promotion pattern of each cell. Then the perceived quality of imaginary brand WAVEX was evaluated in the scale of 7. The reason tennis racket was chosen is because the selected product group must have had almost no past price promotions to eliminate the influence of average frequency of promotion on the value of price promotional information as Raghubir and Corfman (1999) pointed out. Test 2 was also carried out on students of the same management faculty of test 1 with tennis racket as the product group. As with test 1, subjects with average familiarity for the product group and low familiarity for the brand was selected. Each subjects were assigned to one of the two cells representing two different information presenting patterns of price promotion of WAVEX (case where the reason behind price promotion was provided/case where the reason behind price promotion was not provided). Subjects looked at each promotional information before evaluating the perceived quality of the brand WAVEX in the scale of 7. The effect of price promotion for unfamiliar pretrial brand on consumer's perceived quality was proved to be moderated with the presence or absence of past price promotion. The consistency with past promotional behavior is important variable that makes unfavorable effect on brand evaluations get worse. If the price promotion for the brand has never been carried out before, price promotion activity may have more unfavorable effects on consumer's quality perception. Second, when the price promotion of unfamiliar pretrial brand was executed for the first time, presenting method of informations has impact on consumer's attribution for the cause of firm's promotion. And the unfavorable effect of quality perception is higher when the consumer does dispositional attribution comparing with situational attribution. Unlike the previous studies where the main focus was the absence or presence of favorable or unfavorable motivation from situational/dispositional attribution, the focus of this study was exaus ing the fact that a situational attribution can be inferred even if the consumer employs a dispositional attribution on the price promotional behavior, if the company provides a persuasive reason. Such approach, in academic perspectih sis a large significance in that it explained the anchoring and adjng ch approcedures by applying it to a non-mathematical problem unlike the previous studies where it wis ionaly explained by applying it to a mathematical problem. In other wordn, there is a highrspedency tmatispositionally attribute other's behaviors according to the fuedach aal attribution errors and when this is applied to the situation of price promotions, we can infer that consumers are likely tmatispositionally attribute the company's price promotion behaviors. Ha ever, even ueder these circumstances, the company can adjng the consumer's anchoring tmareduce the po wibiliute thdispositional attribution. Furthermore, unlike majority of previous researches on short/long-term effects of price promotion that only considered the effect of price promotions on consumer's purchasing behaviors, this research measured the effect on perceived quality, one of man elements that affects the purchasing behavior of consumers. These results carry useful implications for the work sector. A guideline of effectively providing promotional informations for a new brand can be suggested through the outcomes of this research. If the brand is to avoid false implications such as inferior quality while implementing a price promotion strategy, it must provide a clear and acceptable reasons behind the promotion. Especially it is more important for the company with no past price promotion to provide a clear reason. An inconsistent behavior can be the cause of consumer's distrust and anxiety. This is also one of the most important factor of risk of endless price wars. Price promotions without prior notice can buy doubt from consumers not market share.

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A Study of Consumer's Consciousness on Imported Apparel and Domestic Apparel - Centering around College Students of Seoul area - (수입의류와 국산의류에 대한 소비자의식 연구 - 서울지역 대학생을 중심으로 -)

  • 이인자
    • Journal of the Korean Society of Costume
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    • v.32
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    • pp.201-211
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    • 1997
  • In light of the problem of imported apparel that tends to increase rapidly this study was intended to inquire into the assessment of male and female college students about the brands of imported apparel relative to dom-estic apparel based on quality perception price pirceptionand social psychological perception. And it is concerned with making a compara-tive study of the difference in consumer's con-sciousness of clothing between subjects by dividing them into the group of preference for imported apparel the group of non-preference for it on the basis of their ratings. As a consequence the following study results were obtained. 1) As a result of comparing college students' ratings for quality perception price perception and social psychological perception of impor-ted apparel all three factors were shown to have the high average value in care of the group of preference for imported apparel and to have a significant difference between groups. 2) As a consequence of making a compara-tive study of the difference in the clothing at-titude between groups the group of prefer-ence for imported apparel showed the high av-erage value about brand preference and identi-fication clothing involvement and interper-sonal perception through clothing and to hjave a significant difference with the group of pref-erence for imported apparel in terms of the peripheral environment and the place of pur-chase. 3) As a result of making a comparison of the difference in demographic factors between groups it was analyzed that female clollege students especially college women in the departments of art and physical education had the higher preference for imported apparel. And it was shown that they had the higher preference for imported apparel the greater amount of pocket money they had. Broader and deeper studies are required to be made about imported apparel in a multifaceted way. Therefore follow-on studies will have to be actively conducted such as a study of con-sumer's evaluation about imported apparel and domestic apparel charged at th same range of prices and a study of the difference on con-sumer's consciousness of imported apparel found over age span of consumers.

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Consumer Educational Needs of Elementary School Teachers and Related Variables (초등학교 교상의 소비자 교육에 관한 필요도-요구도와 관련변수)

  • 장안나;이연숙
    • Journal of Korean Home Economics Education Association
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    • v.12 no.2
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    • pp.15-28
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    • 2000
  • The purpose of this study were to identify consumer educational needs of elementary school teachers and to analyze the factors affecting it. The data for the analysis were collected by structured questionaires and consisted of 253 elementary school teachers living in Taegu city. The descriptive statistics, t-test and one way ANOVA with Scheffee test were used to analyse the data. The following is summary of major findings. 1. Teachers though that the topics related to environment protection and consumption value were the most important in the consumer education of elementary school among the five topics. These topics were also very emphasized in the current elementary school curriculum. The topics related to consumer citizenship and buying were ranked as the highest scores of the educational needs of teachers. Therefore these topics should be emphasized in the future consumer education curriculum of elementary school. 2. The age, sex and period of educational career of teacher. teacher’s perception of student’s and teacher’s interests about consumer education and teacher’s wants of on-the job traing were found to be the factors affecting consumer educational needs of elementary teachers.

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A study on the usage intention of AI(artificial intelligence) speaker

  • Kwon, Soon-Hong;Lim, Yang-Whan;Kim, Hyun-Jeong
    • Journal of the Korea Society of Computer and Information
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    • v.25 no.1
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    • pp.199-206
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    • 2020
  • In this study, the factors affecting consumers' intention to use AI speakers were focused on the perceived value of the product and the perceived necessity of the product. Factors affectationist consumers' perceived value of the product were divided into benefits and costs. Reflecting the characteristics of information technology products, I included perceptions of usefulness of products. Empirical results show that consumers' perceptions of perceived benefits and usefulness of AI speaker products have a positive effect on perceived value and perceived necessity. Perception of necessity had a positive (+) significant effect on perception of value. Perception of necessity and perception of value had a positive(+) and positive effect on each intention of use. However, the cost perceived by consumers did not have a significant effect on perception of value.

The Effect of Consumer Characteristics on Exploratory Information Search and Information Use Behavior (소비자의 특성이 온라인 정보 탐색과 정보이용행위에 미치는 영향)

  • Kim, Ah-Reum;Kang, Hyunjeong
    • Journal of Information Technology Services
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    • v.15 no.1
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    • pp.19-37
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    • 2016
  • Advance of the Internet environment is applied not only to information search but also to the area of consumption behavior. Current research analyzes online use behavior and online information search of consumers in terms of users' perception. With the result of the research, it is noticed that promotion focus brings broader variation of information use behavior, and utilitarian value has a beneficial impact on the online exploratory information search. In addition, it is revealed that the more exploratory the information search is, the wider the range of online shopping information search is. Finally, people who have utilitarian shopping value showed more exploratory behavior in online search, especially for the search of informational products, than those who have hedonic shopping value. Present research is believed to improve practical influence of consumers' personality on online use behavior when customers purchase search products online. As a result, it would contribute to consumer research and marketing held online.

Discriminative Factors of Buying Intention in Fashion Internet Shopping (인터넷 쇼핑몰에서의 패션상품 구매의도 결정요인)

  • 김효신;이선재
    • Journal of the Korean Society of Costume
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    • v.51 no.6
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    • pp.117-128
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    • 2001
  • The purposes of this study was to investigate discriminative factors of clothing buying intention on Internet shopping mall. The sample included 435 male(44.8%) and female(55.2% ) adults, and an instrument was developed based on previous studies. The statistical analysis used for this study were factor analysis, 1-test, and LISREL. The results of factor analysis showed that consumers evaluated apparel internet shopping attributes based on perceptional dimensions of internet shopping consisted of clothing quality and value. web service quality and value, and adoption of internet shopping. Each dimension has sub-factors as follows: (1) clothing quality was perceived as 'artistry' 'sociality' and 'practicality'. (2) web interface service quality was perceived as 'visuality', 'advantage', 'response', 'dependability' and 'buying-confidence'. (3) internet shopping adoption was perceived as 'usefulness' and 'convenience'. T-test revealed that consumer's buying intention, re-entry intention, and store attitude were differed concerning all sub-factors including 'usefulness' and 'convenience' in adoption of Internet shopping dimension. As a result of LISREL, clothing buying intention path model was set up as following path. (1) 'artistry', 'sociality' and 'practicality' of clothing quality affected clothing value perception positively. (2) 'visuality', 'advantage', 'response' and 'buying-confidence' of web service quality affected web service value perception positively. (3) clothing and web service value perception affected store attitude positively. (4) store attitude affected clothing buying intention positively. However, Adoption of Internet shopping dimension that was perceived as usefulness and convenience did not affect clothing buying intention path model. Therefore, consumers buying, intention model in internet circumstance could be used nearly the same as real market circumstance.

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An Analysis of the Effects of Luxury Brand Consumers on the Re-purchase Intentions, Behavioral and Risk Perception (명품브랜드 소비자의 재 구매의도에 미치는 영향 분석 -온라인 해외직업구매 이용동기, 행동의도, 위험지각을 중심으로-)

  • Yoon, Seonyoung;Lee, Seunghee
    • Journal of Fashion Business
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    • v.22 no.5
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    • pp.1-14
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    • 2018
  • The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.