• 한국의류학회지
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• 제31권2호
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• pp.236-246
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• 2007

The purpose of the current study is to investigate the underlying reasons of fashion brand repurchase intention formation based on means-end chain theory and to identify whether the price level moderates the relationships between attribute evaluation and re-purchase intention. Questionnaire data from 291 consumers who had purchase experience of casual wear during the last 6 month period through off-line retail shops were analyzed. The results showed that hedonic shopping value had a positive impact on aesthetic attribute and utilitarian shopping value also had a positive impact on physical attribute of fashion product. While aesthetic attribute had a positive influence on brand repurchase intention, physical attribute had no effect on brand repurchase intention. In addition, there was no moderating effect of price level between the links from shopping value to fashion product attribute evaluation. When casual wear companies have to devise price related strategies, they need to pay attention to diverse promotion factors except for product attributes to realize price-based differentiation.

• 한국조리학회지
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• 제19권3호
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• pp.274-290
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• 2013

본 연구의 목적은 스타벅스, 커피빈, 엔제리너스, 카페베너 등의 브랜드커피전문점을 방문하여 매장에서 제공되는 가격할인서비스를 제공받고 느끼는 만족과 가치, 브랜드 태도 및 재 구매의도 간의 관계를 실증적으로 연구하고자 하였다. 샘플링은 스타벅스, 커피빈, 엔제리너스, 카페베너 등의 4개 브랜드에 각 100부씩 조사하였고, 조사 기간는 2012년 12월 1일부터 12월 31일까지 1개월간 실시하였다. 회수된 400부의 설문지는 최종분석에 사용되었다. 분석결과, 가격할인정책에 대한 만족도는 쾌락적 가치와 실용적 가치에 유의한 긍정적 영향을 미치는 것으로 나타났고, 쾌락적 가치와 경제적 가치는 브랜드태도와 재 구매의도에 유의한 긍정적 영향을 미치는 것으로 나타났다. 게다가 브랜드 태도는 재 구매의도에 유의한 긍정적 영향을 미치는 것으로 나타났다. 추가분석에서 스타벅스의 고객들은 할인정책을 전혀 사용하지 않는 고객이 가장 많은 것으로 나타났고, 커피빈의 경우 스탬프쿠폰만 사용하는 고객이 가장 많았으며, 엔제리너스의 경우 스탬프쿠폰은 사용하지 않고 기타가격할인정책을 사용하는 고객이 가장 많은 것으로 나타났으며, 카페베네의 경우 스탬프쿠폰과 함께 기타가격할인정책을 사용하는 고객이 가장 많은 것으로 나타났다. 아울러 할인정책을 사용하지 않는 고객에 비해 할인정책을 사용하는 고객의 가격할인정책만족이 더 높은 것으로 나타났다.

• 유통과학연구
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• 제11권12호
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• pp.51-62
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• 2013

Purpose - A pre-study on service quality-based customer value is conducted with the path structure (perceived value of service quality→customer satisfaction→behavior intention) based on the hierarchical model of service quality including interaction and outcome quality, physical environment quality and the SERVQUAL model of process quality, namely, reliability, responsiveness, assurance, empathy, and tangibles. In addition, customer value in the service industry is studied by dividing into the two-way structure of utilitarian and emotional values. This study classifies customer values of family restaurants through the customer value model based on the 4×4 matrix needs system of Jeon and Kim (2009). It illustrates the path structure of customer value→customer satisfaction→behavior intention targeting college students in order to generalize the customer value system of family restaurants. Research design, data, and methodology - This study established seven hypotheses based on the relationship between each type of customer value (food quality, convenience, social, emotional, interior quality, service encounter, and purchasing) and customer satisfaction, and the relationship between customer satisfaction and behavior intention. The study data were collected from students in the Department of Business and Tourism at Kimpo University. In all, 294 survey papers were returned of the 300 distributed: 253 pieces were used in the final analysis excluding 41 with insufficient and less effective answers. For statistical analysis, the statistics software package SPSS 15.0 was used. Results - The results of the analysis are as follows: first, the customer values of family restaurants are classified by seven customer values: goods quality value, emotional value, convenience value, social value, purchasing value, service encounter value, and inner quality value. Second, emotional value, purchasing value, service encounter value, and inner quality value had positive impact on customer satisfaction. In particular, purchasing value through being included in functional value was not classified in the previous study; however, this study could classify and generalize this value in a new way. Finally, customer satisfaction had a positive impact on behavior intention. This showed that college students had behavior intention - repurchase intention and word-of-mouth - because they could be content with the food items on the menu and the service provided by employees. Conclusions - The main points based on the above-mentioned results are as follows. This study with college students as study subjects could be classified into four dimensions, namely, generic value, usage value, purchasing value, and physical value and seven sub-dimensions on customer values of family restaurants based on a 4×4 matrix needs system. Then, to confirm its generalization, the path structure of customer value→customer satisfaction→behavior intention was verified. While existing pre-studies used simplified values by classifying restaurant values largely as utilitarian value and hedonic value, this study classified various forms of customer value, and that customer value especially could be expanded by adding purchasing value. As a result, it is shown that marketers need to diversify their customer services because this study proved that customer values can be classified in various ways based on customer needs.

• 한국의류산업학회지
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• 제13권4호
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• pp.487-498
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• 2011

The purpose of this study was to classify the lifestyles of 20's and 30's male consumers, identify the differences among the lifestyle groups, and analyze clothing values and buying behaviors according to the lifestyle types. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's and 30's male consumers, 4 groups were identified as "adventurous and self-accomplishing type", "positive and socially active type", "active and trend seeking type", and "practical and information-oriented type". Second, 4 factors of Utilitarian Value were classified as "symbolism", "diversity of wearing purpose", "convenience of management", and "physical activeness". Third, 4 factors of Hedonic Value were extracted as "pursuit for confidence", "pursuit for sexual sensitivity", "pursuit for trend", and "pursuit for personality". Fourth, upon analyzing the differences of clothing values based on lifestyles, 4 groups considered the most important value as the pursuit of sexual sensibility. Fifth, the male consumers in 20's and 30's purchased to express individuality and made their own decision on buying the casual wear. Based on these results, adventurous and self-actualizing type and active and trend seeking type were 518 of 684 and represented male consumer in 20's and 30's.

• 한국의류학회지
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• 제46권4호
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• pp.583-599
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• 2022

This study aims to clarify the implications of rapidly growing live commerce in China by examining the multifaceted aspects of social presence, in particular to help small commerce operators and platform companies. It examines the effect of cognitive and affective social presence on consumer engagement by evaluating consumption values and trust in streamers. In this survey study, the responses of 221 individuals residing in large cities of China were analyzed using structural equation modeling. The results showed that cognitive social presence had a positive effect on consumer engagement by mediating the utilitarian value and trust in streamers. Furthermore, affective social presence had a positive effect on consumer engagement through the hedonic value and trust in streamers. Thus, our research provides a new perspective to approaching a multidimensional social presence and understanding consumer behavior in live commerce. Moreover, it contributes to the application and expansion of social presence theory in this field.

• Fashion, Industry and Education
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• 제16권1호
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• pp.1-18
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• 2018

The purpose of this study was to investigate the influence of consumers' regulatory focus on their perceived values of the product as well as shopping process, and willingness to invest resources for online mass-customized products. Data were collected using an online survey from 251 young adult consumers, particularly those who have prior purchase experience of mass-customized products. Interpretation of results indicated that consumers' promotion regulatory focus impacted their perceived values of the product (social, emotional, monetary, and epistemic but not performance), perceived values of the shopping process (hedonic and utilitarian), and willingness to invest more money, time and effort. However, as anticipated, prevention regulatory focus had no significant influence on the dependent variables. Researchers provide crucial implications for brands of online mass-customized products to segment their market based on regulatory orientation, as well as better cater to customer demands by positioning their products as offering benefits that specifically caters to the needs of such consumers.

• 경영과학
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• 제24권2호
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• pp.95-114
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• 2007

The main attractant of portable multimedia player(PMP), is often their versatility : being able to load and play different formats of video, audio, digital images, and interactive media. In this paper, we investigate the factors influencing the usage the PMP, based on the extended version of the Technology Acceptance Model. Using the data collected from online survey, we show that perceived usefulness, perceived ease of use, and perceived enjoyment are the major determinants for using PMP. Factors, including ubiquitousness, community, and image are shown to directly or indirectly determine the level of perceived usefulness and ease of uses. In addition, we classify PMP users into two groups, users seeking hedonic value and utilitarian value, and examine the differences in path coefficients. Properties of the causal paths, including standardized path coefficients, the significance of difference, in the hypothesized model, are also presented, so that we can investigate the relative influences of different dominants, demonstrating how two groups differ in their decision-making processes regarding the PMP usage.

• 복식문화연구
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• 제20권2호
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• pp.169-183
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• 2012

This study was aimed at finding out the preferences and satisfaction levels regarding the type of fashion retailer's sales promotion based on consumers' empirical characteristics. A total of 223 questionnaires were used for the survey of this study. The methods of this study were descriptive analysis, factor analysis, reliability tests, one-way ANOVA, $t$-tests and ${\chi}^2$-test. The consumer groups were divided by habitual experience and self-evaluated knowledge relate to apparel product. The results of this study showed that consumers have different preferences and post-utilization satisfaction regarding the type of sales promotion offered by fashion retailers. Consumers with more experiences in apparel product and with higher self-evaluated knowledge were more active in utilizing the benefits offered through the value-added type of sales promotions, such as the gift certificate or coupon. Consumers with more experience in apparel product also showed higher satisfaction with both the utilitarian and hedonic types of sales promotions, such as gift certificate offer, special price, price discount event, and coupon or courtesy card offer. Furthermore, consumers with higher self-evaluated knowledge showed higher satisfaction with the utilitarian types of sales promotion, such as gift certificate offer and regular sale. Therefore, by identifying the accurate understanding of consumers'empirical characteristics, an enterprise might be able to satisfy consumer by offering more appropriate and subdivided types of sales promotion.

• 한국정보통신학회논문지
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• 제22권10호
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• pp.1287-1293
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• 2018

본 연구는 모바일 쇼핑동기에 따라 소비자의 쇼핑가치와 만족도 및 재구매의도와의 관련성을 검증하고자 하였다. 분석결과 모바일 쇼핑동기는 편재성, 편리성, 충동성, 경제성 등 4가지 요인으로 도출되었다. 모바일 쇼핑동기는 소비자의 쇼핑가치에 서로 유의한 영향을 미치는 것으로 나타났다. 구체적으로 충동성이 쾌락적 쇼핑가치에 가장 높은 영향을 미치며, 편리성은 실용적 쇼핑가치에 가장 높은 영향을 미치는 것으로 나타났다. 또한 모바일 쇼핑동기와 쇼핑가치는 소비자만족도와 재구매의도에 서로 유의한 영향을 미치는 것으로 나타났다. 구체적으로 모바일 쇼핑동기 중 편재성이 소비자만족도와 재구매의도에 가장 높은 영향을 미치는 것으로 나타났다. 마지막으로 소비자의 쇼핑가치는 소비자만족도와 재방문의도에 유의한 영향을 미치는 것으로 나타났다. 이러한 연구결과는 급성장하고 있는 모바일 쇼핑시장에서 차별화된 마케팅전략을 수립하는데 있어서 유용한 기초 정보를 제공할 수 있을 것이다.

• 한국의류학회지
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• 제38권1호
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• pp.87-96
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• 2014

E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the context of shopping for apparel products. A self-administered questionnaire developed from the literature was administered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equation model of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the data supported most of the predictions. The results suggested that consumer shopping values (hedonic shopping value and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotion urge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model, e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. There are implications that both positive emotion and impulsive buying are important predictors for the e-impulse buying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediator to determine the e-impulse buying of apparel products. This study provides insight to retailers and researchers to understand the structural relationship of consumer characteristics and the e-impulse buying of apparel products.