• 제목/요약/키워드: Consumers' Purchase Intention

검색결과 1,052건 처리시간 0.026초

사이버쇼핑 이용자의 의류쇼핑성향에 따른 의류제품 평가기준과 구매의도 (Clothing Evaluation Criteria and Purchase Intention based on Consumers′ Clothing Shopping Orientation in Cyber Shopping)

  • 안민영;박재옥
    • 한국의류학회지
    • /
    • 제27권7호
    • /
    • pp.789-799
    • /
    • 2003
  • The purpose of this study was to find out clothing evaluation criteria and purchase intention according to consumers' shopping orientation and demographic factors when they shop online. The subjects were 240 men and women living in the metropolitan area. For data analysis, factor analysis, cluster analysis, ANOVA, t-test, Duncan test and descriptive statistics were conducted. The results are as follows: 1. Important clothing evaluation criteria were considered in order of price, style, fit, size and product guarantee etc. Purchase intention was showed more highly when products are related to low involvement than high involvement. 2. Consumers with high hedonic and utilitarian shopping orientation considered clothing evaluation criteria more importantly but showed low level of purchase intention in cyber shopping. And consumers with low hedonic and utilitarian shopping orientation considered clothing evaluation criteria less importantly but showed high level of purchase intention in cyber shopping. 3. There were significant differences in evaluation criteria and purchase intention according to demographic variables. Especially women considered evaluation criteria more importantly and had higher level of purchase intention than men.

The Joint Effect of Multi-Promotion Offers and Consumer Mindset in Fostering Product Purchase Intention

  • Moon-Yong Kim;Minhee Son
    • International journal of advanced smart convergence
    • /
    • 제12권1호
    • /
    • pp.157-163
    • /
    • 2023
  • The current research aims to examine the moderating effect of consumers' mindset on their product purchase intention in the multi-promotion offers containing both a bonus pack and a price discount (i.e., BP + PD offers). That is, this research investigateswhether consumers' product purchase intention in the BP + PD offers variesdepending on their mindset (growth mindset vs. fixed mindset). Specifically, it is predicted that consumers with a fixed mindset will have higher product purchase intention in the offers containing the high PD but low extra amount of BP (LBP HPD) than in the offers with a high extra amount of BP but low PD (HBP LPD), whereas consumers with a growth mindset will have higher product purchase intention in the HBP LPD offers than in the LBP HPD offers. An experiment wasconducted to test the prediction. Consistent with the prediction, it was found that participants' mindset moderates their product purchase intention in multi-promotion offers. The findings imply that marketers can evoke more positive consumer purchase intention toward BP and PD offers, considering consumer mindset.

인터넷 쇼핑몰 유형별 패션 소비자의 서비스 품질 지각, 구매만족도, 추천의도 및 전환의도에 관한 연구 (The Service Quality Perception, Purchase Satisfaction, Recommendation Intention, and Switching Intention of Fashion Consumers according to the Types of Internet Shopping Malls)

  • 이은진;김종욱
    • 한국의류학회지
    • /
    • 제35권8호
    • /
    • pp.890-905
    • /
    • 2011
  • This study investigated service quality perception, purchase satisfaction, recommendation intention, and switching intention of fashion consumers according to the types of internet shopping malls. The survey was conducted from February 7 to 21 in 2011, and 294 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, ANOVA, and regression analysis. The result of the service quality perception of internet fashion consumers was classified by site characteristics, reliability, enjoyment, product diversity, responsibility, security, and order convenience. There were significant differences in the site characteristics, reliability, enjoyment, responsibility, and security of service quality perception by the types of internet shopping malls. In addition, the factors of service quality perception that could affect the purchase satisfaction of fashion consumers showed differently according to the types of internet shopping malls. The purchase satisfaction of fashion consumers influenced the recommendation intention in all types of internet shopping malls and the purchase satisfaction influenced the switching intention in fashion specialized internet shopping malls.

Determinants of Private Label's Purchase Intention in the Korean Market

  • NATALYA, Votchik;CHO, Jae-Wun;LEE, Jong-Woo
    • 유통과학연구
    • /
    • 제18권10호
    • /
    • pp.121-130
    • /
    • 2020
  • Purpose: In this study we investigate the determinants of private label (PL) purchase intention in South Korea. Private labels are becoming more and more popular in America and European countries. However, there are not enough studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers' purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand's behavior have been reviewed in order to bring relevant results. Research design, data and methodology: Data was collected using a quantitative survey of Korea retail store's consumer. We analyzed using multiple regression method to test the hypothesis. We analyzed how and why do consumers have a strong intention to purchase the PL. Results: a) Trust towards retailer influences the PL purchase intention of customers; b) brand awareness has an impact on the PL purchase intention of customers; c) perceived quality has an impact on the PL purchase intention; d) Price-quality relationship influences on the PL purchase intention. However, there is no direct effect of some of the factors of determinant. Conclusion: For private label products in the Korean market, trust in sellers and brand awareness influences the purchase of PL products.

한국과 베트남 소비자의 지각된 가치가 베이커리 브랜드 선호도와 구매의도에 미치는 영향 (Perceived Value Effects on Global Brand Preference and Purchase Intention in Bakeries: Korean and Vietnamese Consumers)

  • 조준상
    • 유통과학연구
    • /
    • 제13권9호
    • /
    • pp.59-70
    • /
    • 2015
  • Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

도덕적 정체성이 업사이클 패션제품 태도와 구매의도에 미치는 영향 - 구매경험자와 비경험자의 비교 - (Effect of moral identity on attitude toward and purchase intention of upcycled fashion products - Comparison of purchasers and non-purchasers -)

  • 여은아
    • 복식문화연구
    • /
    • 제26권3호
    • /
    • pp.409-426
    • /
    • 2018
  • This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.

What are Considered When Building Purchase Intention of Unfamiliar-Branded Cosmetics?

  • Lee, Ji-Hye;Yoh, Eunah
    • Fashion, Industry and Education
    • /
    • 제15권2호
    • /
    • pp.25-35
    • /
    • 2017
  • In this study, causal relationships of belief-attitude-purchase intention for unfamiliar-branded cosmetics (UBC) were tested based on the theory of reasoned action. Data of 249 consumers who have purchased UBC were submitted to the descriptive statistics, exploratory factor analysis, and regression analysis with SPSS. In results of exploratory analysis, three factors of beliefs on UBC were generated and titled as ingredients, publicity, and subsidiary features. In regression analysis results, ingredient factor affected attitude toward UBC while publicity and subsidiary features did not influence attitude toward UBC. It implies that consumers build their attitude toward brands focusing on ingredients that are core elements of cosmetic products. Attitude toward UBC solely influenced purchase intention while the effect of social acceptance on purchase intention was not found. In conclusion, consumers depend much on ingredients when they purchase UBC so brands newly launched or brands without reputations need to focus more on an excellence in ingredients and special functions of UBC to appeal to consumers when penetrating to the new market.

라이브 커머스의 왕홍 마케팅이 중국 소비자의 패션상품 구매의도에 미치는 영향 - 왕홍의 특성과 소비자 공동경험의 매개효과를 중심으로 - (Effects of Wanghong marketing in live commerce on chinese consumers' purchase intention toward fashion products - Focusing on the mediating effect of Wanghong's characteristics and consumers' co-experience -)

  • 나경원;오경화
    • 한국의상디자인학회지
    • /
    • 제23권1호
    • /
    • pp.19-36
    • /
    • 2021
  • Real-time two-way communication has become an important factor in the relationship between consumers and broadcasters in the Live Commerce environment. To clarify, the relationship of the factors, and the effect of Live Commerce's on consumer purchase intention were examined. In addition, the role of Wanghong, who broadcasts Live Commerce and Co-experience that occurs between consumer and broadcasters influences consumer purchase intention. An online survey method was conducted for 403 subjects in their 20s that were Live Commerce users in Shanghai, Beijing, and Guangzhou, China. The number of final the data used for the analysis was 274 and anlaysis was conducted using SPSS 26.0 program and a Sobel test was employed. Based on the analysis of the data, it was found that Live Commerce's characteristics consisted of interactivity, security, and Wanghong's characteristics consisted of honesty, originality, and expertise. Also, it revealed that Co-experience was consisted of responsiveness and vividness. Second, for Live Commerce's characteristics, the Wanghong's characteristics, and Co-experience had a positive effect on the consumers' purchase intention. Third, the Wanghong's characteristics and vividness, a factor of Co-experience, had significant mediating effects on the relationship between Live Commerce's characteristics and the consumers' purchase intention. Finally, responsiveness of Co-experience had a noteworthy mediating effect on the relationship between the interactivity of Live Commerce's characteristics and the consumers' purchase intention. This study confirmed the important role of Live Commerce's characteristics, the Wanghong's characteristics and Co-experience in relation to the consumers' purchase intention. In addition, the Wanghong's characteristics and Co-experience were proposed as a significant mediating factors.

Gap: A Study on the Influence of New Measurement Method on Consumers' Decision Making

  • Yang, Hoe-Chang;Cho, Hee-Young;Kim, Young-Ei
    • 유통과학연구
    • /
    • 제15권1호
    • /
    • pp.51-56
    • /
    • 2017
  • Purpose - The study verified the effects of consumers' knowledge perception upon word-of-mouth intention and purchase intention of consumers who were exposed to a lot of information, and examined consumer's behavior from multi-dimensional points of view. Research design, data, and methodology - The study conducted the test of difference between consumer's cognition on importance and satisfaction of HMR product by gap of HMR (Home Meal Replacement) product for IPA analysis. The consumer's reliability and words-of-mouth were measured by the questionnaire method with 4 questions according to Likert 7-point scale. Conversion into z-score removed the difference of variables. Results - The causal relation model for importance, satisfaction and gap, not relying upon multi-dimensional scaling and others, could construct causal relation model to give implications. Difference (d) of the products could lessen consumer's reliability to increase consumer's knowledge perception, word-of-mouth intention, knowledge perception, and purchase intention. Therefore, enterprises should make an effort to lessen consumers' complaint for the products and to elevate consumers' reliability. Enterprises also try to give consumers exact information and to promote purchase intention. Conclusions - Difference (d) of consumers' complaint and/or disappointment decreased consumers' reliability to increase knowledge perception. Enterprises should supply consumers with products according to their requirements to minimize the gap and to give them proper information.

The Effect of Country-of-Origin on Customer Purchase Intention: A Study of Functional Products in Vietnam

  • Phuong, Nguyen Ngoc Duy;Dat, Nguyen Tien
    • The Journal of Asian Finance, Economics and Business
    • /
    • 제4권3호
    • /
    • pp.75-83
    • /
    • 2017
  • This paper examines key determinants and the effect of country-of-origin on customer's purchase intention of functional food and dietary supplement product in Vietnam. Exploratory study was identified to evaluate personal and social factors on customer's buying behavior. Twenty-eight reflective constructs were adapted from literature and designed by using a seven-point Likert scale to facilitate measurement. By using non-probability convenience sampling, data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square structural equation modeling (PLS-SEM) as a technique employed to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers' purchase intention. Customer's perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers' mind, the higher consumers' purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers' purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer's intention to purchase functional food and lead to managerial implications for business strategies.