• International Journal of Costume and Fashion
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• 제14권2호
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• pp.51-65
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• 2014

With growing competition and increasing consumer demands, companies pay more attention than ever to market mavens who play a central role in diffusing marketplace information and influencing others' decisions. To enhance our understanding of the market maven, this paper examines the role of market mavenism in shaping consumers' shopping values (utilitarian value, hedonic value) and their post-purchase satisfaction or dissatisfaction. Regression analyses revealed that market mavenism had a positive impact on hedonic shopping values, and post-purchase satisfaction. The findings showed that hedonic shopping values had a significant impact on post-purchase satisfaction while utilitarian shopping value did not have any significant relationship. Findings of the study also suggest that market mavens pursue hedonic shopping values and exhibit greater post-purchase dissatisfaction than others. Practitioners are recommended to create entertaining retail environments for market mavens who seek hedonic values when they shop. The results also suggest that practitioners need to pay close attention to market mavens at the post-purchase stage since they can be extremely dissatisfied.

• 가족자원경영과 정책
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• 제14권3호
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• pp.1-14
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• 2010

The purpose of this study was (1) to investigate the changes in consumer competencies according to the types of shopping value, (2) to reveal the effects of shopping value on consumer competencies. The subjects of this study were 266 university students dwelling in Seoul. A questionnaire was used as the survey method. The data was analyzed by Cronbach's alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range tests, multiple linear regressions. Computations were conducted by SPSS WIN 12.0. The study produced the following results. First, college students can be categorized into 3 shopping values by K-means Cluster analysis of 13 items: the hedonic shopper (shopping value), the utilitarian shopper (shopping value) and the balanced shopper (shopping value). Second, there were significant differences in grades, satisfaction with life and shopping value. That is, grade 3and utilitarian shopping value group had a higher level of consumer competency. Third, the variable that influenced consumer competency was the utilitarian shopping value, influencing consumer attitude and consumer skill. These results imply that consumers should be constantly educated and that there needs to be a campaign to promote utilitarian shopping value.

• 한국의류학회지
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• 제25권4호
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• pp.773-782
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• 2001

This study was to investigate the value changes in Korean women by analyzing the ads of womens magazines. The contents of ads were classified into two types of values: general and consumption values. The general values, composed of inner-directedness and outer-directrdness, might predict consumer behavior in general. The consumption values, utilitarians and hedonic, were expected to affect the consumer purchasing attitude to a specific product. Factors affecting the cultural values were per capita income and womens social status. Total 2969 illustrated ads with verbal theme from 32 Korean womens magazines were used. The content analysis, chi-square test, logistic regression were done for the analysis. The results showed that inner-directedness was dominant general value in Korean womens culture and increased over time. Younger consumers were more inner-directed than older ones were, and inner-directed values increased with income growth. For the consumption values, utilitarian values were higher than hedonic ones and went up over time. For the product types, utilitarian ads were frequent in cosmetics while hedonic ads were high for apparels. Those results implied that Korean womens culture became more inner-directed with increased income. Also consumption values were likely to differ between product groups. Per capita income was shown to increase inner-directedness while womens social status was to increase outer-directedness.

• 유통과학연구
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• 제13권10호
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• pp.83-91
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• 2015

Purpose - The purpose of this study is to identify whether the operation of cultural centers in discount stores contributes to their profitability. Thus, this study is aimed at exploring how the lifestyles of customers who use the cultural centers influence their intention to use the discount stores. Specifically, the effect of shopping value on the correlation between the lifestyle types and usage intention of the customers were examined through a structured research model. To verify the effect, a survey on 139 customers of the Cultural Center of Nonghyup Hanaro Club's S branch was conducted and the valid questionnaires were used for analysis. Research design, data, and methodology - The findings are as follows. First, the lifestyles seeking self-realization had a positive effect on utilitarian value, and lifestyles seeking pop cultures had a positive effect on hedonic value. Second, the mediating effect of shopping value on the correlation between the lifestyle types and usage intention of the customers is as follows. Utilitarian value had a mediating effect only on the lifestyles seeking self-realization. In case of lifestyles seeking pop cultures, the use of Cultural Center had no effect on the intention to use the discount store. Third, an analysis of a revised research model revealed that the store usage intention of lifestyles seeking pop cultures can be enhanced by boosting the utilitarian value through hedonic value. Results - The findings suggest the following. Customers with lifestyles seeking self-realization, who value what is beneficial to them with little attention to the perceptions of others, are highly interested in the benefits they can gain from shopping. As for customers with lifestyles seeking pop cultures, they are highly likely to consume products popular in a particular culture such as new products and sports, based on financial stability they pursue. Thus, they prefer more subjective, personal experience, unlike consumers pursuing utilitarian value. Conclusions - As a result, the former pursues hedonic value gained in the process of shopping with fun and joy, rather than doing shopping with a particular purpose in mind. Therefore, Cultural Centers need to offer information that fits the lifestyles of the users so that they are more likely to use the discount stores. However, if the Cultural Centers offer unified, profit-driven products and information, just to increase their store sales, it can backfire, which occurred in the past. On the other hand, if they provide information that fits the lifestyles of the users, it can actually increase the sales. Also, the findings suggest that sophisticated marketing strategies that can boost the hedonic value of customers by linking the educational contents of Cultural Centers to actual shopping, which is beneficial to consumers, should be set and operated by discount stores. In particular, customers with lifestyles seeking self-realization can be encouraged to use the stores by making them recognize the utilitarian value. However, the use of Cultural Centers doesn't necessarily lead to higher sales among customers with lifestyles seeking pop cultures. As mentioned previously, unified marketing strategy is not as effective for Cultural Centers of large discount stores.

• Human Ecology Research
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• 제60권4호
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• pp.521-533
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• 2022

Using Bernd H. Schmitt's experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers' perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

• 한국프랜차이즈경영연구
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• 제11권3호
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• 유통과학연구
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• 제17권10호
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• pp.73-81
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• 2019

Purpose - The purpose of this study was to examine the effect of the heuristic type of consumers affecting purchase decision making and the intention of shopping value in their relationship to derive mobile social commerce purchase promotion plans. Research design, data, and methodology - A research model was constructed to relate the mediating effect of shopping value between heuristic types and purchase intentions. A total of 233 valid questionnaires were used for analysis for users using mobile social commerce. The statistical program used SPSS 24.0 and AMOS 24.0, and correlation analysis, regression analysis, and 3-step parametric regression analysis were used for the analysis. Results - The results of the analysis showed that representativeness heuristics, availability heuristics, adjustment heuristics, and affect heuristics had a statistically significant effect on the utilitarian value and the hedonic value. On the other hand, affect heuristics among the heuristic types were found to have the greatest influence not only on the utilitarian value but also on the hedonic value. The two types of shopping value were found to be partially mediated between representativeness heuristics and purchase intentions, between adjustment heuristics and purchase intentions, and fully mediated between availability heuristics and purchase intentions, affect heuristics and purchase intentions. Conclusions - These findings suggest that mobile social commerce companies should check in advance how consumer heuristic types affect purchase intentions. In particular, affect heuristics are caused by consumers' emotional mood such as mood or external stimulus being more important to decision making than rational decision making. Therefore, the result of this study suggests that it can be an important factor to secure the competitiveness that the potential customers who access to use mobile social commerce can feel enough fun and enjoyment in the platform provided by the company. It is also worth paying attention to the utilitarian and hedonic values perceived by consumers. This is because the judgment regarding the economic, convenience and important information provided by the mobile social commerce users affects the purchase intention through the trust of the information, past use, and shopping experience displayed on the mobile social commerce platform.

• 한국의류학회지
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• 제26권3_4호
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• pp.548-559
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• 2002

본 연구에서는 소비자 측면에서 영향을 미치는 중요한 요소인 소비자 특성에 따라 소비후 과정이 달라지는 점에 주목하여 쇼핑가치에 따라 만족을 판단하는 과정에 어떠한 차이를 보이고 있는지를 알아보았다. 본 연구의 자료수집은 대학생을 대상으로 설문지 응답방식을 수집하였으며, 총 614부를 최종 자료분석에 사용하였다. 통계분석을 위하여 군집분석, t-test를 실시하였으며, 제시된 인과모형을 검증하기 위하여 공변량구조모형분석을 이용하였다.

• 한국의류학회지
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• 제29권1호
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• pp.136-148
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• 2005

The purpose of this study identifies how attributes of the website influences on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables(interactivity, search and visual information of website), mediated variables(utilitarian shopping value and hedonic shopping value) and dependent variables(attitude toward website). The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity of the website has a positive impact on perceived utilitarian and hedonic shopping values of the website and visual information of the website also influence hedonic shopping value of the website positively. Third, utilitarian and hedonic shopping values have a positive influence on attitude toward the website for apparel shopping.

• 유통과학연구
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• 제6권2호
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• pp.61-79
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• 2008

본 연구는 소매점포 내에서 인지되는 혼잡성, 쇼핑감정, 쇼핑가치 그리고 재이용의도간의 영향관계에 대하여 실증분석을 통해 알아보고자 하였다. 분석결과, 인적혼잡성은 긍정적 감정에 정(+)의 영향을, 부정적 감정에 부(-)의 영향을 미치는 것으로 나타났으며 공간적 혼잡성은 긍정적 감정에 부(-)의 영향을, 부정적 감정에 정(+)의 유의한 영향을 미치는 것으로 조사되었다. 긍정적 쇼핑감정은 실용적 및 쾌락적 쇼핑가치에 정(+)의 영향을, 부정적 쇼핑감정은 부(-)의 영향을 미치는 것으로 조사되었다. 마지막으로 쇼핑가치의 두 가지 차원은 재이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 이상의 결과로 볼 때, 백화점과 같은 소매점포에서는 다양한 이벤트나 공연, 혹은 쇼핑객들을 유인할 수 있는 시설의 유치 등으로 적정수준의 인적 혼잡성을 유발함으로써 쇼핑객들에게 활성화 작용을 일으키도록 해야 하고 점포 내 통로를 넓히거나 천장이 높게 보이도록 하고 실내를 밝은 조명이나 색상의 사용으로 쇼핑객들의 공간적 혼잡성으로 인한 부정적 행동을 감소시켜야 한다. 또한 쇼핑객들에게 양질의 제품이나 서비스의 공급뿐만이 아니라 쇼핑 그 자체에 보다 더 큰 즐거움을 제공할 수 있도록 다양한 마케팅전략을 구사하여야 할 것이다.