• Science of Emotion and Sensibility
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• v.24 no.1
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• pp.11-24
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• 2021

This study investigates the buying behavior pertaining to Japanese brands according to the degree of patriotism of consumers in their 20s. A survey of 235 university students was conducted; the survey questioned the basic purchasing attitudes of consumers in their 20s regarding outerwear and underwear and then surveyed the purchasing attitudes regarding U brand's (representative Japanese brand) outerwear and underwear. To detect the correlation between patriotism and U brand purchases, this study asked questions about patriotism and investigated basic personal information. The research results were as follows. First, there was a significant difference in consumer's purchasing attitude toward outerwear and underwear. When of consumers who are in their 20s purchase outerwear, its design was the most important factor, whereas when purchasing underwear, functionality was the most crucial factor. Second, it was confirmed that consumer's attitudes toward U brand's outerwear and underwear differed. Although the evaluation of U brand's outerwear design was not positive, the consumer tended to be satisfied with the price. U brand's score concerning the functionality of underwear products received a slightly positive response. Third, a total of 235 respondents were divided into a high- and low-patriotism-group based on questions about patriotism. There were significant differences in their attitudes toward clothing and consumer's purchasing behavior at U brand. Highly patriotic consumers thought negatively about U brand outerwear products in terms of price and product quality than low patriotic consumers; however, there was no significant difference only regarding design evaluation. For underwear products, low patriotic consumers were more positive about the price, design, and functionality of U brand products than high patriotic consumers.

• Fashion & Textile Research Journal
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• v.13 no.1
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• pp.44-54
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• 2011

This study aims to clarify the asset evaluation attributes of imported brands exclusively by department stores based on qualitative study. For the qualitative research, hands-on staff of the branch office who had at least 5 years experience in PB-related positions at one of the four domestic department stores(Lotte, Shinsegae, Hyundai, Galleria), and at least 20 years old adults who had purchased imported brand items exclusively by a certain department store(Shinsegae, Lotte) were included. The asset evaluation attributes of department store-exclusively imported brands were drawn up through the one-to-one in-depth interview method. As a result of qualitative study on the asset evaluation attributes of department store-exclusive importation brands, it turned out that there were 4 factors in view of business entity - stability, profitability, growth potential, and relationship, and that there were 6 factors in view of consumers - product quality, recognition, country of origin, image, preference, and reliability. In comparison with the existing preliminary study, it was notable that relationship in view of business entity, and country of origin in view of consumers were added to the asset elements.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.5 s.153
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• pp.818-828
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• 2006

The purpose of this study was to clarify differences in the product attribute evaluation in relation to the objective knowledge, subjective knowledge and involvement of apparel. The measurement instruments were developed by researcher on the basis of previous studies in the same field. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and quota sampling using age and residential areas was employed. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and LISREL 7.0. Major statistical methods were factor analysis, Cronbach's a coefficient, multiple regression analysis, and structural equation model analysis. The results were as follows: 1. Involvement was related to the consumer knowledge and the knowledge influenced evaluation of intrinsic attributes, social attributes, and economic attributes. 2. The dimensions of objective knowledge significantly influenced intrinsic attributes and economic attributes. The dimensions of subjective knowledge significantly influenced intrinsic attributes, social attributes and economic attributes. 3. Apparel involvement significantly influenced intrinsic attributes, social attributes and economic attributes. Consumers who have higher interest in apparel product but not in trends considered intrinsic attributes more importantly, whereas consumers who care trends considered social attribute more.

• Asia Marketing Journal
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• v.18 no.1
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• Journal of the Korean Society of Clothing and Textiles
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• v.18 no.4
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• pp.480-489
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• 1994

The purpose of this study is to investigate consumer's perception and attitude on care labels using questionnaire. The major results are as follows: 1. Self-evaluation on consciousness and knowledge regarding on labels is higher than actual level. In other words, most consumers answered that they understood the care instructions on labels, but actually few consumers understand the exact meanings. Married women in their thirties to forties who do the laundry themselves, and more educated women showed higher level of consciousness to care labels. However, unmarried or career women are dissatisfied with the method of care instruction on labels. Many consumers take care of textile products without considering the proposed informations on core labels. The reasons are as follows: a. they think there is no problem even if they do not follow the proposed methods b. the method proposed on labels are complicated 4. There were some cases which happened some problems even though consumers followed the instructions on care labels. It may be due to the incorrect information or the omission of some specific instruction on labels. 5. For ideal care of clothing, it is necessary for manufacturers to suggest the realistic and clean instructions on labels and for consumers to trust and follow these instructions.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.123-135
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• 2007

This study intended to determine how price-ending types used for menu products affected consumers' price evaluation and value perception and such behavioral intentions as purchase intention and search intention. The collected data went through statistical processing, including frequency analysis, factor analysis, T-test and ANOVA using an $SPSS/PC^+$ 12.0 statistical package. The results can be summarized as follows: First, as for differences in internal reference price by ending, internal reference price was lower if menu ending was an odd number than it was an even number, which indicates that consumers tend to consider the price of the menu products to be lower if the ending of menu products is an odd number. Second, menu price-ending was found to have significant differences on consumers' purchase intention, search intention, and value perception. But the results of two-way ANOVA showed that price ending by restaurant types had no effect on consumers' search intention and restaurant type. This study suggested a desirable external reference price-ending type for menu products as one of sales promotion strategies to menu products planners and drew up a concrete plan to determine which price-ending type is useful by consumers' personal properties.

• Journal of Fashion Business
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• v.6 no.4
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• pp.141-150
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• 2002

The purpose of this study was to investigate factors to influence on buying behavior of Chinese male consumers in regards to apparel types. Furthermore, this study provided fundamental data for marketing strategy in export apparel business to China from domestic apparel business. Returned 863 questionnaires from Chinese male consumers analyzed by factor analysis, and multidimensional scaling with SPSS10.0. The result of this study were as follows: Chinese male consumers bought formal wear with evaluating two groups of factors; one for functional (fitness, A/S, durability, and management), the other for external (brand, and trend). They bought casual wear with evaluating three groups of factors; functional/useful (price, A/S, and durability), aesthetic (color, and design), and external (brand and trend). Also they bought sports wear with evaluating three groups of factors; functional/useful(price, A/S, durability, and fabric), aesthetic(design and color), and external(brand and coordination).

• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.227-243
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• 2022

Purpose - This study surveyed real estate financial consumers and financial company staff regarding the components of the financial consumer protection system to seek detailed improvement plans for the Financial Consumer Protection Act. Design/methodology/approach - The Analytic Hierarchy Process (AHP) technique is applied. Findings - Both consumers and staff highly evaluated the importance of the preventive measures in the main classification factors. Regarding the sub-classification factors of preventive measures, consumers emphasized the responsible management of investment staff and financial institutions; however, the staff stressed the principle of effectiveness and efficiency. Regarding the elements of ex-post remedies, consumers answered that fast remedy would have a significant effect. At the same time, staff believed that punitive measures hinder free trading and investment activities. Regarding the sub-sub classification factors of prevention measures, the consumers value responsible management of staff and financial companies, while the staff tend to prefer the importance of the self-regulatory governance. Research implications or Originality - Based on the above results, financial regulatory authorities should find a balance between preventive and ex-post components once focusing on preventative measures. Our paper is one of the first research findings in this field of financial consumer protection system in Korea.

• Journal of Distribution Science
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• v.18 no.3
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• pp.87-97
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• 2020

Purpose: The aim of this study is to understand the internal and external responses that consumers experience when they are exposed to an innovative system in retail stores. This study considered the SST(Self-Service Technology) system in a retail setting as a type of functional environmental stimuli and selected a smart shopping cart as an example of SST system. The influences of functional environmental stimuli on consumers' emotional, cognitive, and behavioral responses were examined by applying S-O-R model. In addition, this study attempted to extend the traditional S-O-R model by (a) incorporating personal characteristics variables such as time pressure and perceived crowding and (b) considering not only emotional but also cognitive aspects of consumers' internal responses. Research Design, Data, and Methodology: This study used a video-scenario technique. Participants watched a video about grocery shopping situations using a smart shopping cart and responded to their emotional, cognitive, and behavioral responses. An online survey was conducted using Amazon's Mechanical Turk (N = 185). All participants were US consumers over 20 years old and had been shopping at the grocery store in the last month. Data were analyzed through structural equations modeling with AMOS 20. Results: Test results showed that consumers who perceived higher levels of time pressure and perceived crowding in usual shopping situations were more likely to evaluate the SST system favorably. The results showed that personal characteristics have a significant impact on consumers' evaluation of functional environmental stimuli in retail setting. As consumers evaluated the SST system favorably, they experienced more positive affect and less negative affect during their shopping behaviors. Positive affect led to good service quality inference, which further increased patronize intention. However, negative affect did not show a significant impact on service quality inference, but only on patronize intention. Conclusions: This study attempted to investigate the influence of SST system by extending the traditional S-O-R model. This study classified the SST system as functional environmental stimulus of retail stores and analyzed the effect of stimulus on consumers' internal and external responses. The results of this study showed that the introduction of innovative SST can serve as an effective store differentiation strategy in an increasingly competitive retail environment.

• Asia Marketing Journal
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• v.14 no.4
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.