• The Korean Journal of Franchise Management
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• v.15 no.3
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• pp.45-55
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• 2024

Purpose: This study examines the impact of dessert cafe quality factors-interaction, environmental, outcome, and product quality-on hedonic and utilitarian values, satisfaction, and loyalty. It explores how these elements influence consumer behavior in the context of dessert cafe experiences. Research design, data and methodology: Data were collected from 563 consumers who visited dessert cafés within the last three months. The analysis was conducted using SPSS 28.0 and SmartPLS 4.0 to test the relationships among the café quality factors, consumption values, satisfaction, and loyalty. Result: Interaction, environmental, outcome, and product quality positively influenced hedonic value. Interaction and outcome quality impacted utilitarian value, while environmental and product quality did not. Satisfaction was positively affected by environmental and product quality but not by interaction or outcome quality. Satisfaction influenced loyalty, while neither hedonic nor utilitarian value significantly impacted loyalty. Conclusions: The study highlights the importance of understanding how different quality dimensions in dessert cafés affect consumer satisfaction and loyalty. The findings provide valuable insights for enhancing customer experiences and formulating effective marketing strategies in the dessert cafe industry.

• Journal of Family Resource Management and Policy Review
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• v.10 no.1
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• pp.83-105
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• 2006

The purposes of this study were to classify types of consumption values and to examine 5 types of art appreciation of university students in Seoul. Five types of art appreciation included fine art exhibition(including photographs, architects, calligraphy works), classical and opera performance, traditional Korean music performance, drama and musical performance, dance performance. The sample for this study consisted of 422 university students of five universities in Seoul. The data were collected using the structured questionnaires. The statistical methods used for the analysis were descriptive statistics, chi-square, factor analysis, and cluster analysis. The major findings are as follows. 1. The result of factors for consumption values of students emerged four factors. These were called as 'materialism', 'honor centered', 'family centered', 'hedonism' value. 2. The cluster analysis was conducted based on these four factors. The result showed 3 groups of consumption value which were called as 'material' honor value group', 'family value group', 'hedonic value group'. 3. The consumption value of university students did not significantly differ according to their demographic variables. 4. The behavior of art appreciation of university students significantly differed by their demographic characteristics and consumption value. The material' honor valued group showed the least chances to make decisions on art appreciation for one's own, which reflected that this group appreciate art to satisfy their honors rather than to enjoy art itself. They also showed the most chances to consider the renownedness of the art work or artists among three groups. And they showed the least chances to pay for the tickets for art appreciation, all of those meant that they appreciate arts unvoluntarily in situational condition. The family valued group showed the most chances to pay for the tickets when they appreciate arts. And therefore they were most susceptible for the prices. The hedonic valued group showed the most interests in art. They decided to appreciate art for their own, and they considered the contents and the highness in the level of the art the most when they appreciate art. And they show the most intention of participation in drama/musical performances, which reflect their interests in hedonic values. Based on these results of this study concluded that the consumption values of university students affected their behavior of art appreciation. Thus, university students' behavior on art appreciation can be effectively developed by education according to their consumption values.

• Journal of Distribution Science
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• v.13 no.12
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• pp.73-84
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• 2015

Purpose - Various social issues have arisen since the beginning of the 21st century therefore, enterprises that disregarded social issues have become unsustainable, and social enterprises have appeared to address these issues. A social enterprise is a social mission-focused organization that uses a market-based strategy and has a vulnerable business structure. To be self-sustainable, a social enterprise should make consumers aware of the value that it provides and secure its profitability through consumer consumption. From this perspective, this study investigates the relationship between perceived value (utilitarian and hedonic) and loyalty, and examines how memory and attitudes play mediating roles between perceived value and loyalty. For these purposes, the author developed a structural model consisting of several variables. In this model, perceived value, which was utilitarian and hedonic, was proposed to affect the memory and attitudes toward social enterprise products, thus increasing loyalty. Therefore, memory and attitudes were proposed as core mediating variables between perceived value and loyalty. Research design, data, and methodology - To analyze the proposed model, data were collected from 582 respondents and analyzed using SPSS 21.0 and AMOS 21.0. To test unidimensionality and the nomological validity of the measures of each construct, we employed a scale refinement procedure. The results of the reliability test with Cronbach's α and confirmatory factor analysis warranted the unidimensionality of the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of the correlation analysis. The result of the overall model analysis demonstrated a good fit (χ²=529.881, df=144, χ²/df=3.680, p-value=0.000, GFI=0.905, NFI=0.948, CFI=0.961, RMR=0.036, RMSEA=0.068). Results - The findings are summarized as follows. First, the hedonic and utilitarian value of social enterprise products had positive effects on memory and attitudes. Second, the hedonic value of social enterprise products more strongly affects memory and attitudes than utilitarian value. Third, memory and attitudes had positive effects on loyalty. Lastly, memory had a stronger effect on loyalty than attitudes. Conclusions - The purchase rate of social enterprises' products increases only if the products are included in the "information search" and "alternative evaluation" processes in consumers' purchase decision-making processes. Therefore, a social enterprise must actively promote the fact that it pursues a social value, and shares both the hedonic and utilitarian values of its products. Accordingly, because hedonic value has a more significant impact on a company and attitudes, a social enterprise should develop hedonic values for product consumption, thereby leading consumers who care about value consumption to purchase its products. Moreover, a social enterprise must maintain good memories and attitudes for consumers because memory does not change over time, although attitude does. The limitations of this study and suggestions for future research are as follows. This study viewed "consumer loyalty" as the success factor of social enterprises, thereby considers an "increase in sales" as the success factor. Therefore, in future studies, diverse factors, including social contribution and word-of-mouth intention, should be regarded. In addition, future studies need to thoroughly review and make assurances about the relationship between memory and attitude.

• International Area Studies Review
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• v.21 no.2
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• pp.197-218
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• 2017

The research ais to examine the relationship among service factors, customer's consumption value and revisit intentions in the multiplex cinema industry focusing on multiplex cinema service in Korea and Vietnam. This research also aims to compare the influence of service factors on consumption values and revisit intention between customers in Vietnam and Korea. Data using for this research were collected in Ho Chi Minh, Vietnam and Seoul, Korea through both offline and online survey. Research findings suggest that service factors significantly influence utilitarian values and hedonic values, then both hedonic and utilitarian value have a significant influence on customer's revisit intention in multiplex cinema. Specifically, utilitarian value shows a greater influence on revisit intention in Korea whereas hedonic value shows a greater influence on revisit intention in Vietnam.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.515-525
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• 2008

The primary purpose of this study was to investigate consumers' purchasing behavior of apparel products with solo shopping orientation. The data were collected in Busan and Ulsan from 279 adult women. The aforementioned were analyzed utilizing frequency, factor analysis, simple regression analysis, multiple regression analysis and chi-square($X^2$) test using SPSS Win 12.0. The results showed as follows. The motive factors to alone purchasing behavior of apparel products of consumers were convenience, hedonic aim, consumption centered oneself, load to going together, nonexpected shopping and time utilization. Specially the higher consumers recognized importantly convenience and hedonic aim, the higher they had a solo shopping orientation. The more consumers experienced feelings such as hedonic aim, it was the same. Also the high consumers satisfied on purchase of apparel products, it was just the same.

• Culinary science and hospitality research
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• v.21 no.5
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• pp.180-191
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• 2015

This study attempted to identify the relationships among perceived value (hedonic and utilitarian values), consumption emotions, and satisfaction. In addition, this study also tested the relationships of measurement items of these variables. The data were collected from American restaurant diners who have experienced any Asian restaurants within the last 30 days. A total of 435 responses was used for data analysis. Descriptive statistics, principal component analysis, reliability test, and regression analysis were utilized to analyze the data. The results found that hedonic value influenced positive emotions and satisfaction. Utilitarian value increased positive emotions and satisfaction while decreases negative emotions. In addition, positive emotions increased customer satisfaction; negative emotions decreased customer satisfaction. In the measurement level, traditional music, traditional aspects of food, and restaurant layout of hedonic value influenced positive emotions and interior design had an impact on customer satisfaction. On the other hand, food taste and healthy food option of utilitarian value influenced positive emotions and satisfaction; only food taste was negatively related to negative emotions. Managerial implications were provided.

• Journal of Fashion Business
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• v.18 no.1
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• pp.50-65
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• 2014

This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.

• Journal of Distribution Science
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• v.15 no.6
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• pp.5-12
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• 2017

Purpose - This study is to investigate the effects of consumption values of retailers on the importance of store attributes, and to determine the influence on the consumption values of consumers who shop at complex shopping malls on the empirical and functional attributes in those malls as well as on the influence of on/off-line channels. Research design, data, and methodology - With 344 surveyed questionnaires, this study was conducted by using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation model (SEM) was employed as a statistical method for the hypotheses test of this study. Results - The results showed that hedonic value has more influence on the importance of empirical attribute than that of functional attribute in shopping malls. In addition, practical value has more influence on functional attributes than empirical properties of shopping malls. However, these relationships showed the difference in on/off-line channels. As for off-line channels, consumers' consumption values were more influential on empirical attributes, while functional attributes were more important in on-line channels Conclusions - This study analyzed the influence on the importance of the consumption values in store attributes, and the effects of each channel with suggesting practical implications.

• The Journal of Industrial Distribution & Business
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• v.9 no.5
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• pp.73-81
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• 2018

Purpose - When indulging in hedonic items is construed as wasteful and evokes anticipated regret or guilt, consumers are more likely to seek reasons to justify their indulgence. Justification requirement for spending on indulgences over necessities could lead to the places of their finding the ways that mitigate the anticipated regret and guilt. However the previous research focusing on consumers' own great effort leading to positive outcomes has not given much attention to other's outcomes induced from his or her little or no efforts, by which consumers could feel envy. The guilt associated with consumers' indulgence could vary according to envy type felt according to their evaluation about other's outcomes and their self construal level. Current research explored the envy type's effects on consumers' spending on hedonic products, and moderation effects of self construal level on the envy type's effects. Research design, data, and methodology - 2(envy type: benign versus malicious) × 2(self construal level: high versus low) between-subjects design was employed. Data for empirical analysis were from 173 undergraduate participants. ANOVA was used to verify hypotheses. Results - The tendency of choosing utilitarian product versus hedonic product was moderated by the envy type. The participants who felt benign envy were more likely to choose utilitarian product versus hedonic product than those who felt malicious envy were. And the tendency of benign envy-felt participants' choosing hedonic versus utilitarian product was more weakened to those with lower-level self construal than to those with higher-level self construal. However the tendency of malicious envy-felt participants' choosing hedonic versus utilitarian product was not moderated by the self construal level. Conclusions - This research could advance the theory related to indulgent hedonic consumption by exploring the effects of self construal level and envy type on hedonic indulgence. In view of the results from current study, marketers should make efforts of communicating and selling utilitarian products to persuade consumers with lower-level construal when they feel benign envy to others. And they should conduct marketing acts for hedonic products to persuade consumers when they feel malicious envy to others.

• 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.