• Journal of Distribution Science
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• v.11 no.2
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• pp.35-44
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• 2013

Purpose - Until recently, studies on customer values for restaurants recognized two path structures; the SERVQUAL model, that is, service quality? perceived value? customer satisfaction? behavioral intention, and the customer value? customer satisfaction? behavioral intention path that categorizes customer values into functional value and hedonic value. This study, instead, classifies the consumption values of fast-food restaurants based on the consumption value system provided by Sheth, Newman and Gross (1991) and illustrates the new path structure, consumption value? customer satisfaction? behavioral intention, targeting college students for a generalization of the consumption value system of fast-food restaurants. Research design, data, and methodology - This study establishes five hypotheses based on the relationship between each type of consumption value (functional, emotional, social, and epistemic) and customer satisfaction, and the relationship between customer satisfaction and behavioral intention. For this analysis, data was collected by conducting a pre-test and administering a survey to 213 college students who are regular customers at fast-food restaurants in Seoul, Korea. The data collected was then analyzed using SPSS 15.0 and AMOS 6.0 statistical packages. Results - The study showed that: First, the consumption values of fast-food restaurants are classified into the following four categories: functional value, emotional value, social value, and epistemic value while consumption value can be applied to customer value of fast-food restaurants. Second, the functional and epistemic values had a positive impact on customer satisfaction. The resulting satisfaction is attributed to the intrinsic characteristics of fast-food restaurants like the consistent quality of food, reasonable prices, fast service, and unique or new experiences on every visit. On the other hand, emotional and social values did not affect customer satisfaction. The results on emotional value differed from the general studies on restaurants while the results obtained for social value were not consistent with the studies on high-end restaurants. Third, customer satisfaction had a positive impact on behavioral intention. The survey showed that college students reflected behavioral intention - repurchase intention and word-of-mouth - if they were satisfied with the food quality and employee services provided. Simultaneously, it was seen that the impact of functional value on customer satisfaction of fast food restaurant goers was more than that of epistemic value. Conclusions - The consumption values of fast-food restaurant users could be classified into four categories, functional, emotional, social and epistemic values, based on the consumption value system provided by Sheth, Newman and Gross (1991). It proved that the customer values of restaurant goers can be extended to the path structure of consumption value? customer satisfaction? behavioral intention to confirm its generalization. The study also showed that marketing managers need to focus more on the factors that influence functional value as the fast-food restaurant users consider timely services with the consistent quality of food at a reasonable price and at a convenient place more important than the new experiences or uniqueness.

• Culinary science and hospitality research
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• v.24 no.1
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• pp.1-12
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• 2018

This study tried to understand what emotional consumption value of dessert cafe is and to examine the difference between satisfaction and subjective well - being concept. In addition, this study tried to test hypotheses through empirical analysis by establishing research hypotheses on how affective consumption value affects satisfaction and subjective well - being, and how satisfaction and subjective well - being influence loyalty. Data collection was conducted from September 10, to October 10, 2017, and 210 questionnaires were distributed. 200 valid data were used for the analysis except the questionnaires that did not meet the research purpose. The results of the analysis were as follows. First, only the hedonic consumption value of the dessert cafe had a significant effect on satisfaction, whereas the aesthetic consumption value and symbolic consumption value had no significant effect on satisfaction. Second, the hedonic consumption value and symbolic consumption value had a significant effect on subjective well - being. On the other hand, aesthetic consumption value did not had a significant effect on subjective well - being. Third, the satisfaction and subjective well-being of dessert cafe had a significant effect on loyalty. The result of this study is meaningful in establishing a strategy of differentiating dessert cafe to grasp the satisfaction of dessert cafe and emotional consumption value which increases subjective well-being and thereby maintain loyal customers.

• Human Ecology Research
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• v.58 no.2
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• pp.177-186
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• 2020

This study examined consumer experiences on consumption value for the restaurant service and the effect of consumption value on consumer satisfaction. Consumption value was composed of four values: functional, social, emotional, and epistemic. Participants consisted of 407 consumers who live in Shanghai and have experience eating at Haidilao restaurant. The results of this study suggested that the perceived consumption value of the restaurant service varies by the socio-demographic backgrounds of consumers. Consumer satisfaction is affected by the epistemic, emotional, and functional values of the restaurant service. The effect of epistemic value on consumer satisfaction with restaurant service was the highest among all consumption values followed by emotional and functional values. There was no significant effect of social value on consumer satisfaction. This study showed that consumers pursue various values in the restaurant services which had a greater influence on consumer satisfaction than the functional value related to the primary purpose of restaurant services. As the consumer experience diversifies along with the globalized food service industry, it is necessary to improve the consumer satisfaction of restaurant services by investigating what values and experiences consumers pursue. The results of this study contribute to a consumer-oriented service design of restaurants by illuminating consumers' experiences with consumption values that influence consumers' satisfaction with the overall restaurant service.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• Journal of Venture Innovation
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• v.4 no.3
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• pp.49-67
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• 2021

This study analyzed the effects of hospital service quality, emotional attachment, and perceived value on customer satisfaction. In particular, the purpose of this study was to understand the role of emotional attachment and perceived value in the relationship between hospital service quality and customer satisfaction. For this purpose, the results of structural equation model analysis with the data collected by conducting a survey on customers visiting small and medium-sized hospitals were as follows. First, hospital service quality felt by hospital customers had a significant effect on emotional attachment and customer satisfaction, but had no significant effect on perceived value. Second, the emotional attachment felt by customers who visited the hospital had a significant effect on perceived value and customer satisfaction. Third, emotional attachment felt by customers in the relationship between hospital service quality and customer satisfaction had a significant mediating effect. Through the above results, it was confirmed that the service quality felt by customers visiting the hospital leads to attachment to the doctor's competence and medical technology competency, which leads to an increase in customer satisfaction through this attachment. The implications obtained based on these results are as follows. In order for the service quality felt by the customers who visit the hospital to lead to customer satisfaction, above all, it is important to focus on the emotional attachment they can have and find a strategy to improve the service quality. In other words, it is necessary to establish excellent medical staff and medical technology so that hospital customers can have high confidence in the competence of doctors and medical technology, and establish a public relations strategy that can effectively display these competences. Through these efforts, hospital customers will feel a strong attachment to doctors and medical technology, which will increase their satisfaction with the hospital.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.39-55
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• 2023

Purpose: This study is designed to grasp how consumers' beliefs about the lunch box attributes such as healthiness, diversity, price, hygiene, and package eco-friendliness affect consumers' perceived value and purchasing behavior. Research design, data, and methodology: The data were collected from 615 respondents composed of men and women aged 20 to 59 who purchased lunch box products and were sampled using the quota sampling method. An online survey was conducted. The data were analyzed using the measurement model and structural equation model assessment with SPSS 24 and SmartPLS 4.0. Results: First, healthiness, diversity, hygiene, and the price had a significant positive effect on the perceived functional value of consumers, but package eco-friendliness did not significantly affect functional value. On the other hand, healthiness, diversity, price, and package eco-friendliness were found to have a positive impact on consumers' perceived emotional value, but hygiene was found to have no significant effect on emotional value. It was found that functional and emotional values significantly positively affected repurchase intention. Conclusions: This study confirmed that consumers' belief in the product attributes of franchise lunch boxes influenced consumers' perceived value, which thus formed the attitude of consumers and showed a relationship that affects repurchase intention. At the end of this paper, the managerial implications for the franchise lunch box brand, the limitations of this study, and future research directions were presented.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1491-1503
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• 2010

This study examines the characteristics of consumers on the ambivalent clothing consuming behavior and the relationship of relevant variables. The data were obtained from 400 females over 20 years old who lived in the cities of Daejeon or Seoul in October in 2009. The values consist of four dimensions: success-oriented value, social value, family-oriented value, and individual value. Value-conscious consumption consists of two dimensions: emotional value-conscious consumption and functional value-conscious consumption. The aforementioned four dimensions of value have positive effects on ambivalent clothing consuming behavior. In addition, emotional value-conscious consumption has a significant relationship on all 5 types in ambivalent clothing consuming behavior. The findings of this study are expected to be used to find niche markets and establish advanced advertising strategies.

• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.497-506
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• 2016

The purpose of this study is to inquire into the relationships between empirical value, emotional response and behavioral response of skin-SCUBA diving participants. This study sampled 300 skin-SCUBA diving participants in the SCUBA diving pool of the Seoul Olympic Stadium, and the SCUBA diving pool of the Suwon World Cup Stadium by using convenience sampling. For data processing, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multi-regression analysis using PASW 18.0 Ver. The concrete results are as follows: First, the empirical value of a skin-SCUBA diving participant was found to have a significant influence on emotional responses. Second, the empirical value of a skin-SCUBA diving participant was found to have a significant influence on behavioral responses. Third, the emotional response of a skin-SCUBA diving participant was found to have a significant influence on behavioral responses.

• Journal of Distribution Science
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• v.17 no.1
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• pp.73-87
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• 2019

Purpose - This research aims to investigate the effects that the selection of oriental medicine cosmetics and brand asset attributes have on consumers' economic, emotional and social values in order to shed light on the forms and characteristics of consumption within the globally developing oriental medicine cosmetics market, and in the end positively verify how such perceived values affect purchase intention. In addition, it proposes research outcomes by comparing the differences between national and cultural consumer purchase behavior based on the comparisons of consumer groups in South Korea and China, the major markets for oriental medicine cosmetics. Research design, data, and methodology - Based on advanced research a total of 9 hypotheses were designed and questionnaires consisting of 16 questions to identify six major variables were conducted. Research was carried out centered on Seoul, South Korea, and its surrounding metropolitan area as well as Beijing and Shanghai, China, and a total of 577 sets of significant data were collected. A comparison analysis was then conducted on the data from 285 Koreans and 292 Chinese. A regression analysis and path analysis were also carried out based on a structural equation model to suggest results. Results - Research results show brand value assets had a more crucial impact on consumers' perceived value than consumer selection of oriental medicine cosmetics, while emotional value had a bigger effect on purchase intension than social or economic values. For Chinese consumers in particular, social, economic and emotional values affected purchase intention, while emotional value was the most crucial factor for Korean consumers. Conclusions - With oriental medicine cosmetics, brand characteristics and images that helped express emotional desire proved to be more effective in marketing than the performance aspect of cosmetics, including their functions and ingredients. In the end, products that highlight individual desire and emotion should be introduced instead of those that emphasize price, functions and social characteristics in order to expand the global market of oriental medicine cosmetics.