• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.6
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• pp.980-990
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• 2008

This study tested how impulse buying behavior for apparel was related to hedonic consumption and impulse buying tendencies and emotion in the context of shopping. A total of 290 self-administered questionnaires were obtained from college students during scheduled classes. A structural equation model using a correlation matrix with maximum likelihood was estimated for examining the relationships among consumer tendencies of hedonic consumption and impulse buying, positive emotion, and impulse buying behaviors by LISREL 8.53. Findings showed that impulse buying behaviors for apparel could be classified into planned, reminded, and fashion-oriented impulse buying typologies. Hedonic consumption and impulse buying tendencies had significant effects on positive emotion. Positive emotion had a significant effect on planned, reminded, and fashion-oriented impulse buying for apparel. This study suggests that positive emotion plays an important role in determining impulse buying behaviors relevant to hedonic and impulse buying tendencies. Managerial implications for apparel retailers are discussed.

• The Research Journal of the Costume Culture
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• v.10 no.1
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• pp.49-59
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• 2002

The type of product and consumer characteristis have known to play an important role in the post-purchase behavior. The issue related to the effects of clothing type and sex on the process of consumer satisfaction formation, would be helpful to understand the past-purchase consumer behavior. Therefore, the objective of this study was to clarify differences in the process of satisfaction formation in relation to clothing type and sex. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method was utilized to collect the data and subjects were 614 university students. Factor analysis and path analysis were used to analyze the data. The process of consumer satisfaction formation in formal wear and casual wear showed some differences. In the case of format wear, only expressive product performance was found to play an important role in the process of consumer satisfaction formation. However in the case of casual wear, both expressive and instrumental product performances had influence upon clothing satisfaction directly or through consumption emotion. The results revealed a similar tendency in the process of satisfaction formation between male and female groups. However in the male group the consumption emotion had a greater effect on the process of consumer satisfaction formation than in the female group it did.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.3_4
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• pp.418-428
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• 2003

The purpose of this study was to provide the guidance in more objective and proper clothing design reflecting today's consumers' modes in value consumption by identifying the meaning structure and relationship between fashion sensibility and emotion. The stimulus was 54 photos of contemporary costume which represented the Izard' DES. The questionnaire consisted of hi-polar 25 pairs adjective scale of fashion sensibility and the 18 noun scale of emotion was distributed to 970 male and female living in Pusan area. The data were analyzed by Factor analysis, Correlation analysis and Regression analysis using the statistical SPSS package. The major finding of this research were as follows.1. Fashion sensibilities consist of estheticism, maturity, character and feminity to represent 57.17% total varlarlce. 2. Emotions consist of negative emotion, distress afraid, arousal, shame and enjoyment to represent 70.84% total variance. 3. For the relation between fashion sensibility and emotion, they showed significant relationship in most of factors.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.104-118
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• 1997

Consumers experience various cognitive and emotional contents of clothing through postpurchase process. These experiences may affect consumer satisfaction as well as brand attitude toward clothing products. The purpose of this study was to examine the effects of consumption experiences on the brand attitude toward clothing products. The research questions for accomplishing the purpose of this study were to investigate 1) the dimension of consumption experiences, 2) relationships among consumption experience, satisfaction and brand attitude toward clothing. The sample of this study was consisted of 431 females. The survey method, and factor analysis and regression were utilized for this study. The results were as follows; First, it was found out the consumption was composed of two dimensions such as cognitive and emotional experiences. According to the result of factor analysis, the cognitive experiences through consumption process were composed of 6 factors, that is, the suitability, fitness, utility/economy, sewing, deformation, and management. And emotional experiences were composed of 5 factors, that is, unpleasure, activeycomfort, inter-oriented pleasure, extra- oriented pleasure, tension. Also emotional experiences could be composed of two dimensions, that is, positive and negative emotion. The positive emotions were included pleasure and active/comfort. The negative emotions were included unpleasure and tension. Second, the result of path analysis showed that consumption experiences were related to satisfaction and brand attitude. A satisfaction influenced on brand attitude more strongly than others. And sewing, activejcomfort, extra-oriented pleasure out of cognitive and emotional experience factors affected to brand attitude directly. Satisfaction was also influenced by cognitive and emotional factors, and was the important mediator in forming brand attitude toward clothing through consumption experience. Above results imply that consumer experience multidimensional cognitive and emotional aspects of clothing through consumption process. The cognitive and emotional aspects consisting of consumption experiences, satisfaction, and brand attitude are interrelated causally. Therefore, experience related variables could be the antecedents of satisfaction and brand attitude. The satisfaction and positive emotion could be also important factors in brand attitude toward clothing.

• Journal of the Korean Society of Costume
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• v.57 no.2 s.111
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• pp.172-189
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• 2007

The purpose of this study was to identify the characteristics of ambivalent consumption appeared in the purchase behavior of apparel products by the 4Ps element of marketing mix and to clarify the relation between consumption value and clothing involvement that were the antecedent variable. Among the 4Ps element of marketing mix, brand was selected in the exterior criteria of products, and fashionability was selected in the internal criteria of products. Meanwhile, it was considered that there were no objects of conflicted or ambivalent criteria in the element of promotion. Finally, brand, fashionability, price, place, etc. were selected as the elements of marketing. A self-administered questionnaire was distributed to 550 subjects from Jun, 8th, 2006 to Jun, 22nd, 2006; 507 were used for the data analysis. The results from data analysis were following: firstly, it was identified that ambivalent consumption showed up, as the result from measuring the individual conflicting consumption by elements. Brand was the highest in the frequency of ambivalent consumption among the elements of marketing mix, and price, place, and fashionability were followed. Secondly, by product characteristics, the frequency of ambivalent consumption of casual shirt, group II, was lower than that of mountain climbing jacket, group III, in the brand element and the price element. Thirdly, as the results from conducting factorial analysis to consumption value, it had 5 dimensions, which were practical value, distinguishable/aesthetic value, conspicuous value, social/confirmative value, and enjoyable value. Also clothing involvement was classified into 4 dimensions of emotion, fashionability, symbolic and brand involvement in the result from conducting the factorial analysis to clothing involvement. Fourthly, the mean of ambivalent consuming group by each element was highest among that of other consuming groups in all the dimensions. Fifthly, ambivalent consuming group had the highest mean among other consuming groups in all the dimension of clothing involvement, such as emotion, fashionability, and symbolic by each element of marketing mix, and it means that overall, ambivalent consuming group is highly involved in all the dimension of clothing involvement.

• Journal of Distribution Science
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• v.10 no.2
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• pp.19-28
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• 2012

Rapidly growing sales amount and the number of discount stores caused many side effects and sensitive issues in Korea. Because these severe competition due to more expensive cost just like excessive increase in advertising and location selection, and these caused completely ruined small merchants as well as passed on to the consumer. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. And, examined for two moderating effect, 1) consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty, and 2) consumers' value separated by hedonic value and utilitarian value between marketing communication and consumption emotion. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order to verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement(β =.221, p<.05), publicity(β =.513, p<.01), sales promotion(β =.234, p<.01), word of mouth(β =.627, p<.01) and physical environment(β =.339, p<.01) for marketing communication in the discount store have statistically significant positive effect on store loyalty. But the result of regression analysis for which factors are more impact in marketing communication between store loyalty showed that word of mouth(β =.53, p<.01) is only statistically significant. Second, publicity(β =-.895, p<.05), the sub-dimension of marketing communication shows only statistically significant negative moderating effect on store loyalty. But, the results of the moderating effect of value between marketing communication and consumption emotion verified that utilitarian value show statistically significant, specifically advertisement(β =.294, p<.01), physical environment(β =.418, p<.01), sales promotion(β =.245, p<.01), word of mouth(β =.414, p<.01) and publicity(β =1.137, p<.05), respectively. And hedonic value show statistically significant, specifically advertisement(β =.286, p<.01), physical environment (β =.418, p<.01), sales promotion(β =.236, p<.01) and word of mouth(β =.420, p<.01), respectively. But publicity(β =.145, p=.119) is not statistically significant. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant fully mediated in advertisement, and partially mediated in publicity, word of mouth and physical environment. This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. These results can provide important implications and invaluable tips for planning marketing strategies and gaining access to new potential customers. Implications and future research directions are also discussed.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.99-107
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• 2018

The purpose of the study compares the difference between the carriers' reported large consumption emotion of customers in regards to the appearance of the crew. The research method was conducted for 15 days from March 11 to 25, 2018, and the number of valid samples was 289 in total. The results of the study showed that customers differ in the influence of perceived consumption sentiment between full service carrier and low cost carrier on uniform of flight attendant. Consumer sentiments perceived by low cost carriers are comfortable, familiar, and lively, and these results have proven that they are distinguished from low cost carriers by being clean, sophisticated, and large. The results of this study are significant when the airline has changed the crew uniform at the right time and considered it to be a marketing tool that is important to the image change of the company.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.99-108
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• 2015

A majority of past studies have tried to investigate cigarette consumption in terms of smoker's cognitive aspects. However, smokers may experience feelings of guilt as a negative emotion while satisfying hedonic and social motive via cigarette consumption. Particularly, feelings of guilt associated with smoking may be induced when smokers' cigarette consumption contradicts their ideal self-concept or social self-concept. The research thus studied smoker's psychological mechanism, focusing on feelings of guilt associated with cigarette consumption. The results indicated that as smokers perceived physical harm associated with their cigarette consumption more than hedonic benefits from the cigarette consumption, they were more likely to experience feelings of guilt related to themselves and others. As smokers perceived social images of smoker as more negative, they were more likely to experience feelings of guilt related to others. Lastly, smokers' experiencing feelings of guilt related to themselves and others had a positive effect on smoking cessation intent. The research findings suggest that the anti-smoking campaign inducing guilt related to smokers' themselves (e.g., raising the price of cigarettes) and others (e.g., anti-smoking ads displaying physical damage of secondhand smoke on family members) can increase smokers' cessation intent.

• The Journal of Industrial Distribution & Business
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• v.12 no.6
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• pp.75-88
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• 2021

Purpose: This research aimed at exploring the functions of consumers' perceiving approach and avoidance roles and their feeling anger and disgust in the effect of the two types of self-discrepancy at social identity such as the ideal self-discrepancy and the ought self-discrepancy on within-self domain versus across-self domain consumption. Research design, data, and methodology - This study divided the self-discrepancy group into the ideal self-discrepancy and the ought self-discrepancy group as experimental groups for empirical study. Self-discrepancy type between-subjects design was used to develop two types of questionnaire according to the type of experimental groups. The platform, 'questionnaire stars' of 'WeChat' in China was used to collect 103 data from the ideal self-discrepancy group and 102 from the ought self-discrepancy group for empirical study. T-test and the structural equation model in Amos 21 were used to verify hypotheses developed through theoretical review. Results - First, ideal self-discrepancy positively affected the role-approaching goal and anger. Second, ought self-discrepancy positively affected the role-avoiding goal and disgust. Third, the role-approaching goal and anger positively influenced on the within- versus across- domain consumption. Fourth, the disgust negatively influenced on the within- versus across- domain consumption, however the role-avoiding goal did not influence on the consumption. Fifth, there was the mediation roles of anger (disgust) in the effects of ideal (ought) self-discrepancy on the consumption. Conclusions - When consumers feel anger at the ideal self- discrepancy induced by in-group, it is necessary for the marketers to promote their product brand used by the in-group. They should develop and advertise the messages priming the ideal self-discrepancy and the anger to increase the intent to purchase or use their product brand when the in-group members have used the brand by relating the brand to their social identity concerned with the ideal self-discrepancy. However, marketers should help consumers feel disgust by developing and advertising the messages expressing the ought self-discrepancy to lead the consumers to the place of purchasing or using their product brand when the members have used the brand based on keeping the consistence between the brand and other social identity not related to the ought self-discrepancy.

• Korean Institute of Interior Design Journal
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• v.20 no.2
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• pp.94-101
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• 2011

As the existing paradigm of consumption has changed, companies have been actively engaged in targeting culture-oriented emotion, creating added values through appealing to customers' emotion and improving the values of culture and art. Each company has created differentiated space and inner space to lead trends, and has provided space for various experiences as an innovative marketing area to attract customers and promote consumption. In this aspect, we should focus on space marketing which considers cultural background or emotion as a main target Therefore, this study selected a cultural program as a strategic means to identify space marketing in terms of experience. The study speculated marketing in terms of space experience and analysed space for cultural programs with differentiated experiences in order to use the results as basic data for identifying the marketing values of the cultural programs and their uses. The results of the study are presented as follows: when space experience is a factor of marketing and the cultural program is a tactic in terms of marketing, their specific relations are speculated through a certain module. The order of using the cultural program for space experience, features of space representation and tactics for experience were different and the strategies evoked very complicated and mixed experiences.