• 한국의류산업학회지
• /
• 제10권3호
• /
• pp.316-321
• /
• 2008

The purpose of this study is to find what male consumers value in their clothing behaviors, as well as to investigate how the consumers' shopping values and store VM impact on their clothing purchase behaviors. For data collection, research questionnaires were responded by 202 male students living in Busan. The collected data were analyzed according to the frequency-factor analysis using SPSS for win 10.1 Package, the factor analysis using Varimax, reliability analysis, and multi-regression analysis. The results of this study are as follows; First, the shopping values were composed of hedonic, utilitarian, and economic value, and VM was divided into store facility, store image, layout, and fashion information. Second, multi-regression analysis was conducted to find the impact of consumers' shopping values on their clothing purchase behaviors. The result showed that the hedonic shopping value and utilitarian shopping value significantly affected the consumers' clothing purchase behaviors, while economics shopping value did not show any statistical significance. Third, multi-regression analysis was conducted to find the impact of store VM on consumers' clothing purchase behaviors. The result showed that store image, layout, and fashion information had a significant impact on consumers' clothing purchase behaviors.

• The Journal of Asian Finance, Economics and Business
• /
• 제6권4호
• /
• pp.171-177
• /
• 2019

This study aims to investigate the effect of eating-out types on the acceptance intention of artificial seasoning when consumers eat out at restaurants. Eating-out types considered to be typical when customers visit restaurants, such as the food-exploratory type, health-oriented type, and convenience-seeking type, were studied. Based on the research of previous studies, three eating-out types were selected for the study, which were "food-exploratory", "convenience-seeking", "health-oriented". This study was conducted by AMOS 22.0 with 300 questionnaires, and the Structural Equation Model (SEM) was used for examining the hypotheses as statistical method in this study. As a result, eating-out types such as "food-exploratory" and "convenience-seeking" were found to significantly affect the acceptance intention of artificial seasoning. However, consumers' acceptance intention of artificial seasoning differed depending on their consumption value. The path coefficients from food-exploratory type and health-oriented type to acceptance intention were more significant in the hedonic-oriented group than the utilitarian-oriented group. The results of this study suggest eating-out types relate to acceptance intention of artificial seasoning and provide meaningful implications for consumers' psychological consumption value when they consider artificial seasoning.

• 한국프랜차이즈경영연구
• /
• 제15권2호
• /
• pp.77-87
• /
• 2024

Purpose: South Korea is one of the markets where diverse and innovative cuisines are being tried. Therefore, the expectations for Michelin star restaurants in South Korea are high. The expected value of a Michelin star restaurant consists of both hedonic and utilitarian aspects of the dining experience. These consumer expectations affect visit intention. Research design, data, and methodology: The survey period was from October 10, 2023 to October 18, 2023, and 302 copies were used for hypothesis verification. Result: Hedonic expected value was found to have a significant positive influence on short-term and long-term visit intention, but had no significant effect on mid-term visit intention. Utilitarian expected value was found to have a significant positive influence on short-term and mid-term visit intention, but did not appear to have a significant effect on long-term visit intentions. Short-term visit intention was found to have a significant positive influence on mid-term visit intention, and mid-term visit intention was found to have a significant positive influence on long-term visit intention. Conclusions: The theoretical implications are restaurants need to utilize third-party certification, such as the Michelin Guide. The practical implication is that Michelin star restaurants should provide expected value to increase short-term visit intention.

• 한국융합학회논문지
• /
• 제10권11호
• /
• pp.283-288
• /
• 2019

본 연구는 제품정보가 넘치는 온라인 쇼핑에서 소비자의 불확실성 회피성향이 구매연기행동에 미치는 영향을 분석하고, 이 과정에서 실용적/쾌락적 소비가치가 조절효과를 갖는지 알아보았다. 20-30대 남녀 205명을 대상으로 고관여 탐색재인 노트북에 대해 6개의 가상브랜드 구매상황 시나리오를 제시하고 구매연기의도를 분석한 결과, 불확실성 회피성향이 높을수록 구매연기의도가 높고, 실용적 소비가치는 이들 간의 관계에서 조절효과를 갖는 것으로 나타났다. 하지만 쾌락적 소비가치는 불확실성 회피성향과 구매연기의도 사이에 조절효과가 없었다. 본 연구의 결과는 온라인 쇼핑과 같이 제품정보가 과부하되는 상황에서 소비자는 불확실성을 느낄수록 구매를 연기하려하므로, 제품에 관한 정보를 무조건 많이 제공할 것이 아니라 불확실성을 감소시킬 수 있는 정보제시 전략이 필요하며, 특히 실용적/쾌락적 소비가치의 차별적 효과를 고려하여 제품관련 정보를 구성해야 함을 시사해 준다.

• 복식문화연구
• /
• 제13권2호
• /
• pp.209-220
• /
• 2005

The purposes of this study were to determine the components of internet shopping value and to identify how those influence on the consumers' internet shopping behavior of apparel products. The data were collected via a self-administered questionnaire from 221 male and female students who have the shopping experiences for apparel products on the internet shopping malls, living in Kyongnam province. Using SPSS 12.0 package, $Cronbach's \alpha$, factor analysis, cluster analysis, ANOVA, Duncan multiple range test and stepwise multiple regression analysis were performed. The results could be summarized as follows; 1) According to the internet shopping values, college student consumers were classified into three groups, utilitarian value shoppers, hedonic value shoppers and low interest shoppers. 2) As a results of the ANOVA among the three groups, significant differences were found in the internet shopping mall attributes and perceived risks. 3) Internet shopping values-hedonic and utilitarian shopping values, internet shopping mall attributes and perceived risks had an significant effect on the attitude and purchasing intention of the internet shopping mall.

• 아태비즈니스연구
• /
• 제12권3호
• /
• pp.137-154
• /
• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.

• 경영과학
• /
• 제32권4호
• /
• pp.135-153
• /
• 2015

In this paper, we intend to understand distinguishable SNS technology contributions for B2C commerce. In order to theorize this, we draw upon Technology-to-Performance chain (TPC) theory to develop the model that could explain how the technology value of the SNS could be realizable. For the purpose of capturing SNS technology effect to B2C channel effectiveness, on the basis of TPC theory, personal productivity is selected as a performance variable instead of satisfaction from SNS usage. Accordingly, as the antecedents of personal productivity, two variables of locatability and timeliness are extracted to reflect Task-technology-fit (TTF) dimension of performance precursors. For the utilization dimension of TPC framework, convenience and recreation tendency of the personal traits in shopping are included as the precursors of SNS utilization in the sense of reflecting utilitarian and hedonic value of SNS adoption. Empirical validation is conducted with reference to promotion and sales event on Facebook, which is chosen as the typical SNS based B2C commerce scenario. The data analysis result provide useful insights to further investigate the firm's SNS usage potentials for business applications.

• 유통과학연구
• /
• 제11권11호
• /
• pp.83-88
• /
• 2013

Purpose - This study focused on consumers' perception about regulations for sales enforced by national and local governments in Korea. The study examined the relationship between perceived regulatory restrictions and subjective well-being (SWB), and perceived regulatory restrictions and shopping value, respectively. Research Design, Data, and Methodology - Data were collected from 135 college students and consumers in Gyeonggi Province to verify the relationships, moderating effects, and mediating effects, thus testing the theoretical model and its hypotheses. Results - First, consumers' positive perception of regulatory restrictions enabled enhancement of their SWB. Second, consumers' positive perception of regulatory restrictions had no significant positive influence on hedonic value but had a significant positive influence on utilitarian value. Third, utilitarian value exhibited a full mediating effect on the relationship between regulatory restrictions and SWB. Conclusion - This study showed that consumers' positive win-win attitude is based on social norms. Further, we expect that consumers experiencing discomfort due to regulatory restrictions resolve this by going to other distributors. Finally, to increase distributors' competitiveness and consumers' utilitarian value, it is suggested that distributors require a variety of marketing strategies.

• 유통과학연구
• /
• 제11권11호
• /
• pp.71-76
• /
• 2013

Purpose - This study investigated the effect of consumers' personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology - The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results - Consumers' personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers' attitude toward social commerce was utilitarian value. Consumers' personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion - The findings suggest that consumers' attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers' shopping value and build positive value about social commerce itself.

• 벤처혁신연구
• /
• 제6권4호
• /
• pp.99-111
• /
• 2023

본 연구는 온라인 쇼핑 웹사이트에 대한 소비자의 만족도가 과거와는 다른 현상으로 변화됨을 확인하고자 한다. 즉, 팬데믹 이후 전 세계적으로 이커머스(e-commerce)의 이용이 확대되고, 모바일커머스, 소셜커머스 등 다양한 형태의 커머스가 형성화되는 상황에서, 소비자의 정보처리과정과 의사결정과정은 소비자가 지각하는 소비가치와 개인적 특성에 따라 새로운 환경에 의해 소비자의 지각된 동기수준에 기반하여 변화된 행동을 살펴보는데 연구의 의의가 있다. 즉, 소비가치와 소비자의 인지욕구가 웹사이트에 대한 신뢰성의 매개역할로 온라인 웹사이트의 만족도에 미치는 영향에 대해 조사하고자 한다. 가설 1을 검증한 결과 웹사이트에 대한 소비자의 감각적 가치뿐 아니라 실용적 가치는 웹사이트의 만족도에 긍정적인 영향력을 미치며, 특히 실용적 가치가 상대적으로 감각적 가치보다 더 큰 영향력을 나타냈다. 다만, 소비자의 인지욕구와 만족도 간에는 부(-)의 관계를 단측검증 하에 유의한 수준으로 나타났다. 가설 2에서는 2-1인 소비가치 중 실용적 가치 만이 웹사이트에 대한 신뢰성을 매개로 만족도에 긍정적인 영향을 나타냈다. 웹사이트의 만족도에 소비가치 중 실용적 가치가 중요한 요인임을 확인할 수 있었다. 이전 연구결과와는 다르게 소비가치가 감각, 감정에 기반하는 가치뿐 아니라 실용적 소비가치가 더 큰 영향력을 가졌다는 점이 본 연구의 의의라 하겠다. 따라서 소비자가 이용하는 웹사이트의 신뢰성을 기반으로 매개역할을 한다면 실용적 가치와 인지욕구가 만족도에 더욱 강하게 영향력을 주는 것이다. 이러한 연구결과는 온라인으로 소비를 하게 된 현 시장의 트렌드가 반영된 결과이며, 본 연구결과를 통해 소비자의 행동 이해와 주요 요인들을 기반으로 온라인 웹사이트의 관리 및 운영 전략에 도움이 되리라 본다.