• Journal of the Korean Home Economics Association
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• v.45 no.6
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• pp.1-9
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• 2007

Even though self-confidence is a personal factor of a people, it works as behavioristic factor in consumer behavior. In this study, the influence of consumer self-confidence on clothing purchase behavior was investigated. A total of 284 data sets were analyzed after collecting questionnaires from college students in Seoul using convenient sampling method. For data analysis, chi-square test, analysis of variance, reliability test and factor analysis were performed by SPSSWIN program. The results were as followed. First, the clothing purchase places were affected by the consumers' level of self-confidence. The more confident consumers preferred internet shopping and Dongdaemun market to large-scale shops. The discount stores were selected by the less confident consumers. Second, information search was one of the main reasons to visit internet shopping mall by the more confident consumers. Third, the more confident consumers showed the higher level of clothing involvement than the less confident consumers. Finally, unplanned purchases, such as pure impulse buying and reminder buying were more likely to occur by the more confident consumers with less purchase conflicts.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.272-285
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• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.6
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• pp.906-914
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• 2014

This study conducted an exploratory factor analysis to examine how consumers' confidence on the local foods used at tasty farm eateries influence their purchase behaviors. The four factors of perception of local foods used at tasty farm eateries and the factors of consumer confidence and purchase behaviors were extracted for a reliability analysis, correlation analysis of variables, and simple and multiple regression analysis. The following are the findings: first, among the four factors of perception of local foods used at tasty farm eateries, safety, sociality and product value had statistically significant influences on consumer confidence, whereas regional economic value did not. In other words, safety referring to the nutritional value and sanitary safety of food ingredients used for the native foods at the tasty farm eateries, product value referring to the characteristics differentiated from general Korean cuisine, and sociality referring to the various related experiences for the interests in farm culture and local food, leads to consumer confidence, whereas regional economic value referring to farm household income, local job creation, and development of farm tourism does not. Second, consumer confidence had a statistically significant positive impact on consumers' purchase behaviors. Among the five principles of local foods, reliability is the most important factor. When consumers gain confidence on local food items and are satisfied with them, they make additional purchases and revisits. Therefore, confidence is a very important aspect for the loyalty and sustainability of business.

• Journal of Distribution Science
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• v.21 no.6
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• pp.1-11
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• 2023

Purpose: As a modern distribution channel, the growth of e-commerce has brought more competitive pressures on e-marketplace, making trust and loyalty become top priority. As one of many sources of trust and loyalty issues, understanding the effect of careless marketing communications on consumers' perception is critical. This study examines the effect of careless marketing communications (e.g. misspellings, incomplete information) in website on consumers' trust toward and confidence in purchasing a product from an e-commerce. Research design and methodology: An experimental research design (with two experimental studies) was used in to test the hypotheses. Study 1 employs a single-factor design and study 2 employs a 2x2, full-factorial, between-subjects design. Results: Results of the two experimental studies (Study 1, n = 60; Study 2, n = 140) demonstrate that simple mistakes significantly decrease consumers' trust toward an e-commerce and their confidence to purchase from the e-commerce. The effect is found to be significant in the case of high-involvement products; whereas no effect is found in low-involvement products. Conclusions: E-commerce relies heavily on carefully crafted marketing communications to establish consumers' trust and confidence. These studies confirm the equal importance of distribution and communication in maintaining consumers' trust and sustainability of the business.

• Nutrition Research and Practice
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• v.4 no.5
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• pp.428-432
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• 2010

In this study, we investigated that consumers could differentiate between levels of claims and clarify how a visual aid influences consumer understanding of the different claim levels. We interviewed 2,000 consumers in 13 shopping malls on their perception of and confidence in different levels of health claims using seven point scales. The average confidence scores given by participants were 4.17 for the probable level and 4.07 for the possible level; the score for the probable level was significantly higher than that for the possible level (P < 0.05). Scores for confidence in claims after reading labels with and without a visual aid were 5.27 and 4.43, respectively; the score for labeling with a visual aid was significantly higher than for labeling without a visual aid (P < 0.01). Our results provide compelling evidence that providing health claims with qualifying language differentiating levels of scientific evidence can help consumers understand the strength of scientific evidence behind those claims. Moreover, when a visual aid was included, consumers perceived the scientific levels more clearly and had greater confidence in their meanings than when a visual aid was not included. Although this result suggests that consumers react differently to different claim levels, it is not yet clear whether consumers understand the variations in the degree of scientific support.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.703-713
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• 2015

Consumers' psychological demands for e-tail shopping have increased as websites have become one of the most dominant retail outlets for various fashion products. The lack of realistic social stimuli in virtual contexts (websites) has been a major limitation for many online shoppers. Prior research has focused on the viable role of technology to improve positive social factors in e-tailing; however, this study tests the role of tone in text in fashion e-tail sites on consumers' trust and choice confidence. We conducted a self-administered online survey with 309 individuals from the U.S.. The results indicated positive effects of casual tone in text-based content of a fashion e-tail site on trust and confidence. Trust also has a significant positive effect on confidence. Both trust and confidence improved purchase intention. Given the high price of employing an avatar or simulated salesperson online, using tone in text to increase positive social effect on shoppers can be a positive alternative when managers plan e-tail strategies contributing to consumers' positive shopping experience online. Discussions and study limitations are provided.

• Journal of Distribution Science
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• v.17 no.6
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• pp.25-32
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• 2019

Purpose - Pricing strategy is a very effective marketing activity and has a significant impact on consumer purchasing decisions. Numerous studies have investigated the effects of various pricing strategies. However, tensile price claims have received little attention in the literature. It is thus necessary to investigate how different forms of tensile price claims affect consumer response. This study uses the consumer self-confidence level as a moderator of consumer behavior. Research Research design, data, and methodology - This study investigates the effect of four different tensile price claims (i.e., maximum discount, minimum discount, average discount, and range discount advertisements) on consumers' perceived savings. A survey was conducted to collect data for testing hypotheses. Results - The results show that consumers with high levels of self-confidence perceive more savings for maximum discount advertisements than minimum discount advertisements, for range discount advertisements than average discount advertisements. On the other hand, consumers with low self-confidence feel more perceived savings for average discount advertisements than range discount advertisement. Conclusions - The results of this study provide a new insight into the effectiveness of tensile pricing based on consumer self-confidence levels, which may provide valuable theoretical and practical applications.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.265-278
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• 2004

With the development of national economy and increase of income, consumers' demand for quality and safe agricultural products have increased and perception on environmental-friendly Farming products has been sharply changing. In other words, consumers increasingly show the tendency to prefer environmental-friendly farming products for considering health and environment protection, despite higher price. The environmental-friendly farming products in Jeonnam Province is still at its early stage, accounting for 1% or so of the total products. Considerable part of environment-friendly farming products, nevertheless, difficult problem to End consumers, thus sold at relatively high prices. To the questionnaire asking their most severe difficulty is about 30.5% for sale. This suggests that strategies for consumption expansion of environment-friendly farming products, including of consumers, confidence, publicity of consumers, should be established to increase the income of environmental-friendly farmers in Jeonnam Province.

• Asia Marketing Journal
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• v.11 no.3
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• pp.31-56
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• 2009

As the competition intensifies and the market matures, marketers are more and more concerned with the relationship marketing. Many of the previous researches have pointed out that not all of the consumers are relationship-oriented. But none of the previous research has systematically investigated this issue. This research investigated the relationship among the three concepts: consumers' intrinsic characteristics, perceived importance of relational benefits, and relationship building intention with the salesperson. In this research the perceived importance of relational benefits is treated as mediating variable in the relationship between consumers' intrinsic characteristics and relationship building intention with the salesperson. The conceptual model in this study can be depicted as follows. From the consumers' perspective relational benefits can be defined as "the additional benefits consumers can receive in addition to core services through the long-term relationship with the service provider." And in this study two kinds of relational benefits are adopted by reviewing the previous research: confidence benefits and social benefits. Relational benefit received from the salesperson is very important to predict consumers' relationship building intention with the salesperson. The more relational benefits consumer wants from the salesperson, the more relationship building intention he/she has. From this point two hypotheses are derived as follows. Hypothesis 1: As the perceived importance of confidence benefit from the salesperson increases, the relationship building intention with the salesperson increases. Hypothesis 2: As the perceived importance of social benefit from the salesperson increases, the relationship building intention with the salesperson increases. In this study four individual characteristics(risk taking tendency, variety-seeking tendency, product knowledge, trust orientation) are hypothesized to influence the perceived importance of confidence benefits from the salesperson. And three individual characteristics(interpersonal orientation, price consciousness, trust orientation) are hypothesized to influence the perceived importance of social benefits from the salesperson. These 7 hypotheses are as follows. Hypothesis 3: As the risk taking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 4: As the variety-seeking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 5: As the product knowledge increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 6: As the trust orientation increases, the perceived importance of confidence benefits from the salesperson increases. Hypothesis 7: As the interpersonal orientation increases, the perceived importance of social benefits from the salesperson increases. Hypothesis 8: As the price consciousness increases, the perceived importance of social benefits from the salesperson decreases. Hypothesis 9: As the trust orientation increases, the perceived importance of social benefits from the salesperson increases. The whole model in this study can be depicted as follows: Data were collected from the 396 consumers who actually trade stocks through the salesperson and were analyzed using structural equation model. The analysis results show that consumers' perceived importance of relational benefits(confidence benefit and social benefit) play the roles of mediating variables in the causal relationship between consumers' inherent characteristics and their relationship building intention with the salesperson. As for the individual characteristics, the influences of variety-seeking tendency, trust orientation, and price consciousness are statistically significant. It was found that variety-seeking tendency has a significant negative effect on the perceived importance of confidence benefit, and that trust orientation has a significant positive effect on the perceived importance of both of confidence and social benefit. Finally it was also found that, on the contrary to the influence direction suggested in the hypothesis, price consciousness has a significant positive effect on the perceived importance of social benefit.