• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.247-258
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• 2008

The purposes of this study were to investigate influences of consumer's shopping value, brand alliances and apparel product involvement on purchasing behavior. The subjects of 172 hedonic shopping value and 208 utilitarian shopping value were chosen to participated for data collection. The data was analyzed by factor analysis, cluster analysis, and ANOVA. The main results of study were summarized as follows: 1. When an Internet Private Brand(PB) did not form brand alliance with a National brand(NB), utilitarian shopping value consumers did not differ in preference irrespective of whether product involvement was high or not. However, when the PB formed brand alliance with well-known NB, they showed higher preference for the high involvement apparel product than the low involvement product. 2. When an Internet PB did not form brand alliance with well-known NB, the utilitarian shopping value consumers' word-of-mouth intention did not differ between the high involvement apparel product and low involvement apparel product. 3. It was revealed that when an Internet PB did not form brand alliance, the utilitarian shopping value consumers showed higher intention to purchase than that of the low involvement product.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.171-180
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• 2012

Purchasing behavior of brand clothes in internet shopping mall is largely used on the purpose of having a good quality of clothing, price advantage and shopping efficiency. This study aims to find out consumer's evaluation on the properties of brand clothes in internet shopping mall according to consumer's brand attitude(brand identification and brand pursue value). The influences consumers' evaluation of the properties of brand clothes on the purchase satisfaction and off-line brand image evaluation were also investigated. This study surveyed male and female consumers in their 20s~40s for empirical analysis in August 2011 who have purchased brand clothing through internet shopping malls. The survey was conducted on 254 subjects who were selected through online convenience sampling. Data were analyzed by using SPSS for Windows 12.0, and descriptive statistics, reliability analysis, factor analysis, and regression analysis were done as well. The results are as follows. First, it was identified that consumers' brand identification and brand pursue value had significant influence on the evaluation of physical, functional, and expressional product properties. Second, it was identified that consumers' evaluation on the brand clothing properties significantly influenced on internet purchase satisfaction and brand image evaluation. Especially, expressive property of brand clothes appeared to be the most influential factor on purchase satisfaction and brand image evaluation. The results of this study will help clothing companies with prestigious brand names to administer the product qualities with differentiation policy from off-line sales and satisfy the consumer needs in internet shopping, hence enhancing the brand image of the company.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.3
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• pp.79-92
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• 2012

The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention in internet shopping mall. The survey research was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, pearson's correlation analysis using Amos 19. The results of this study were as follows: First, each interactivity dimension had a Significantly positive effect on consumer-internet brand relationship. Also it showed stronger effect on 'trust' than on 'affective commitment'. Second, People-people interactivity showed stronger effect on each consumer-internet brand relationship dimension compared with contents-people interactivity. It suggested that internet shopping mall marketer should respond quickly to consumer's need and provide the strategic method to make consumers communicate each other. Third, only 'trust' dimension of consumer-internet brand relationship positively affected consumer's repurchase intention. while 'affective commitment' dimension did not affect consumer's repurchase intention.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.2
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• pp.181-193
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• 2020

The midst competition makes a brand all together with its offering products and services is becoming a crucial element for company existence. This requires direct involvement from internal organizational to develop effective strategic branding. According to Asosiasi Penyelenggara Internet Indonesia (APJII), Indonesia's internet penetration is among the highest in Asia. The purpose of this research is to improve the strategic role of brand orientation within Internet Service Provider (ISP) for maximizing return on the company's financial and non-financial benefits by proposing organization change readiness variable. The data collection is taken using an online survey with a non-parametric sampling method and collected 68 qualified respondents for data analysis using SEM-PLS (Structural Equation Modeling with Partial Least Square). The result indicates partial hypotheses on the constructed model between variables brand orientation, brand commitment, and internal brand equity is acceptable. Another finding is stated hypotheses on organization change readiness as moderation is not accepted and means there is no significance to the constructed model. The main conclusion resumes associative human memory can shape up organization change readiness inside internal toward then brand. Relevant cues generate information received in the human brain then will create common associative and becoming social identity on internal brand equity.

• Survey Research
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• v.4 no.1
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• pp.49-71
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• 2003

The main purpose of this study was to propose new approaches for brand valuation using internet data. Data, which are necessary to evaluate the brand power, were consisted of the brand stock price data and the surveyed data through the internet. In this paper we examined the applicability of the internet data using correlation analysis between the brand stock price and the real stock price. We proposed new methods for relative evaluation of the brand power combining the brand stock price data with the surveyed data.

• Journal of Korea Society of Industrial Information Systems
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• v.15 no.1
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• pp.95-107
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• 2010

This study investigates the influential factors for online shoppers to accept the brand extension of Internet companies. We specifically attend to the trustworthiness of vendor which has emerged vital for Internet-based commerce. After case analysis, we conclude that vendor's trustworthiness has more important influence on the successful brand extension on Internet than product similarity does.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.191-204
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• 2012

The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention according to relationship tendency with internet brand. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed using Amos 19. The results of this study were as follows: First, after respondents were divided into the strong relationship group and the weak relationship group, the path model was verified according to each group. All the paths except 'affective commitment${\rightarrow}$ repurchase intention' were accepted for the strong relationship group, while three paths were accepted for the weak relationship group. As for the weak relationship group, people-people interactivity dimension had a significantly positive effect on consumer-internet brand relationship. Also it showed stronger effect on each consumer-internet brand relationship dimension for both groups compared with contents-people interactivity. Second, respondents were divided into 'more than one year' group and 'less than one year' group according to relationship period. All the paths were accepted for 'more than one year' group, while three paths were accepted for 'less than one year' group. Both interactivity dimensions showed stronger effect on 'trust' than on 'affective commitment'.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.206-212
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• 2020

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.3
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• pp.47-55
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• 2024

We examined how different types of brand personality play a role to develop a specific consumers' expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers' responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers' responses in times of crisis. Theoretical and empirical implications are discussed.