• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.53-68
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• 2015

This study analyzed online word-of-mouth information using content analysis to help practical categorization of two-sided eWOM. A total of 402 online consumer reviews on search goods and experience goods were collected. Descriptive characteristics(information direction, length of review line) and content structural characteristics(product benefit types, information presentation methods) were used as analysis criteria. The study results are as follows. First, the types of two-sided e-WOM direction were made of positive/negative, negative/positive, positive/negative/ positive, and negative/positive/negative. Second, the length of two-sided eWOM was longer than the length of one-sided eWOM and blended type accounted for the highest proportion both one-sided and two-sided eWOM at the aspect of product benefit. Third, holistic presentation method was overwhelmingly high in one-sided eWOM, whereas blended and analytic presentation methods were somewhat high in two-sided eWOM. Fourth, holistic presentation method was high in search goods, whereas blended and analytic presentation methods were high in experience goods. Based on these results, implications for two-sided e-WOM study and further research issues were discussed.

• Journal of Distribution Science
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• v.14 no.11
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

• Journal of Information Technology Services
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• v.21 no.4
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• pp.123-140
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• 2022

In the ever-increasing online secondhand product market, the perceived risk of online used products purchase was identified as a factor influencing consumer purchase intention. The results of this study are as follows. First, the relationship between the perceived risk of online secondhand purchase and purchase intention was presented with somewhat different results for each sub-risk factor. First of all, a significant negative causal relationship between physical risk, time loss risk, psychological risk, social risk and online used product purchase intention was verified. On the other hand, financial risk and functional risk did not show a statistically significant relationship with online used products purchase intention. Second, as a result of research on the moderating effect of purchasing experience, offline purchasing experience of used products and online purchasing experience were verified differently. First of all, the moderating effect of the online purchase experience of used products was significant only in the relationship between psychological and social risks on the intention to purchase used products online. The experience of purchasing used products online is believed to reduce uncertainty about the surrounding response to purchasing used products online and weaken the intention to purchase used products online by reducing tension and concerns about purchasing them. Other risks, such as financial risk, performance risk, physical risk, time loss risk, and online purchase experience of used products, were verified to have no significant effect on online used products purchase intention. In addition, the offline purchase experience of used products did not verify a significant moderating effect on the effect of all perceived risks on online used product purchase intention.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.43 no.3
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• pp.135-142
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• 2020

In this study, the case of brand IMC communication of LG Hausys' total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer's purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys' products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

• Human Ecology Research
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• v.55 no.4
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• pp.351-362
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• 2017

Collaborative consumption (CC) occurs in organized systems or networks in which participants conduct sharing activities in the form of renting, lending, trading, bartering, and swapping of goods, services, transportation solutions, space, or money. Information and communications technologies (ICTs) that have emerged with CC. CC is expected to alleviate social problems such as hyper-consumption, pollution, and poverty by lowering the cost of economic coordination. In this study, we investigate the influence of educational experience and expected benefits of CC participation (intended to using and providing CC) of Adolescent Consumers. The subjects for the study were 418 high school students. Data was analyzed through frequency analysis, mean, standard deviation, t-test, ANOVA, Pearson's correlation, and hierarchical multiple regression analysis using SPSS Win 21.0. The results of this study are as follows. First, the significant positive relationship found between CC participants (intent to use and provide CC), educational experience (home education, school education, and mass media) and expected benefits (social benefit, economic benefit, enjoyment, community effect, and reputation). Second, enjoyment, mass media, reputation, social benefit, home education and school education values were variables that influenced the using participation intention for CC. Third, the major variables influencing the providing participation intention CC were home education, enjoyment, gender, community effect, and mass media values.

• Journal of Fashion Business
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• v.23 no.1
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• pp.89-102
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• 2019

The objective of this study was to investigate the influence of consumer characteristics including market mavenship, innovativeness, and purchase experience by mobile on the mobile fashion shopping. The data for this study was collected from the nationwide consumer panels through online survey. A total of 306 subjects aged from 20 to 39 years old and had purchased fashion goods using mobile devices completed a self-administered questionnaire. A series of exploratory and confirmative factor analysis identified four dimensions of mobile fashion shopping features such as tangibility, ubiquity, security and personalization. A structural equation modeling test was employed to examine the relationship of consumer characteristics, mobile fashion shopping features, and consumer behavior. Market mavenship had a positive influence on the perceived features of mobile fashion shopping. Innovativeness negatively influenced tangibility, ubiquity, and personalization. Each construct of mobile shopping features positively affected satisfaction while security had only a direct negative impact on purchasing intention. Satisfaction had a significantly positive impact on purchase intention. Purchase experience of mobile fashion shopping partially affected the relationship between consumer characteristics and perceived features of mobile fashion shopping. These results provide a practical implication theoretical support for increasing consumer satisfaction with mobile fashion shopping in terms of consumer characteristics.

• Archives of design research
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• v.18 no.3 s.61
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• pp.5-14
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• 2005

In the past, consumers sought utilitarian and defensive consumption in an attempt to move to a balanced state. However, today's consumers go beyond this to consume more for hedonic and creative reasons if not for sheer pleasure. There is an obvious shift from the type of consumption that satisfies basic desires through the characteristics, convenience and quality of goods and services to an era of 'experiential consumption,' in which consumers pursue distinctive value systems and way of life along with a total 'experience' provided by such goods and services. Such a sign of the times has given birth to the experience design that aims at maximizing the strategic use of experiences in design. Research on this subject is gradually increasing. The research and application peformed even without the proper understanding about the concepts and purposes of experience design, however, is likely to deviate from the true nature in its process or method. Also, they are likely to cause rather than solve problems. Accordingly, this study examined the meaning of experience from a spatial aspect, focusing on areas that recognize the experience as economically valuable, making the most of it substantively. The main concept of experience practical used on-line is enhancement of the usability of a medium by reflecting the experience of users accustomed to both off-line and on-line environments and materializing the environment doser to and more familiar with the users, thus allowing them to comfortably use the medium. This is to allow the users to feel more comfortable. The experience practical used pertaining to off-line is a tool to fulfill the sensitivity of users, with efforts to create new, future-oriented consumer values. This, based on the understanding of consumer behavior, seeks to maximize the consumption experience of consumers by providing a combination of sensual and sensitive experiences as well as to enhance the existing experiences by permitting users to create new, extended experiences from the fixed characteristics of products. Furthermore, it aims to provide consumers with the hedonic experience of play through the joy, fun and uniqueness of alternate experiences.

• Knowledge Management Research
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• v.9 no.2
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• pp.129-146
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• 2008

Customers' evaluation of Website with satisfaction is critical in electroniccommerce. Previous research has studied in a distinct approach; especially IT oriented constructs-perceived usefulness, easy of use and marketing oriented constructs-product, shopping experience, service quality. Despite those important previous studies regarding the usage and the purchase of goods and services, how consumers are satisfied and why consumers leave Web sites without purchasing have not been extensively researched. This study explored those determinants of consumer satisfaction with Web site using expectation-disconfirmation theory (EDT). The present paper extends the range of EDT from antecedents of expectation to consequence of satisfaction. The result suggests that experience and familiarity has an impact on expectation as well as perceived performance and satisfaction. Second, higher expectation makes a negative impact on disconfirmation of expectation. Third, positive disconfirmation of expectation makes a positive impact on satisfaction. Forth. satisfaction produces loyalty and repurchasing intention. Finally, loyal customer has stronger intention to repurchase than satisfied customer.

• Korean Journal of Child Studies
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• v.29 no.4
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• pp.43-63
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• 2008

This study developed an experience-based economic education program and examined its effects on young children's economic concepts and purchasing behavior. Subjects were 60 5-year-old kindergarteners assigned to an experimental or a control group. Instruments for pre- and post-tests were the Economic Concept Task (Laney, 1995) and the Purchasing Behavior Task (Jang, 2004). Experimental group children participated in the economic education program for 5 weeks; control group children listened to economic stories. Differences between pre- and post-test in the experimental group showed that the economic education program was effective in development of concepts of scarcity, opportunity cost, resource/production, goods/services, and complements/substitutes. Children's purchasing behavior changed partially after application of the program.

• Journal of the Korean Home Economics Association
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• v.33 no.3
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• pp.179-191
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• 1995

The purpose of this study was to investgate consumer problems which were severe for consumers and their complaining behavior. This research had a purpose to enhance the ability of consumer protection by the well-developed consumer education. The subjects were 342 homewives in Seoul, Feb. 1995. The major results were as follows : Younger, higher-educated, small sized family and white-collor and professional occupation homewives experienced more consumer problems. Also theses homewives with higher level of consumer attitude, information search and more consumer problems had more complaining behavior. For the causal relation of consumer problems experience, several independent variables and consumer complaining behavior, the path analysis was used. Only the consumer problem experience which was a intervening variable had direct affect to the consumer complaining behavior. Education level, number of family, consumer knowledge had inderect affect through the intervening variable to the consumer complaining behavior.