• Asia Pacific Journal of Business Review
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• v.4 no.2
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• pp.1-21
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• 2020

The purpose of this research is to investigate young consumer motivation in regards to shopping mall. Young adults are an emerging age group that has economic autonomy and power of making independent decisions. In addition, this young segment providing an interesting challenges and opportunities for marketing professionals. Therefore, it is pertinent to analyse their shopping motivations, so that the marketers can understand and influence the consumption behaviour of this specific group. A survey using self-administered questionnaire was conducted to assess the mall-directed shopping habits and shopping orientations. A total of 164 usable surveys were obtained. In addition of exploratory factor analysis, confirmatory factor analysis and structural equation modeling was applied to prove the hypotheses. We have found that young Australian shoppers were motivated to visit malls primarily by the role enactment and exploration dimensions. They were the strongest motivators which explaining why young Australian consumers patronize malls. Young consumers of Australia enjoyed the mall environment, exploring new things, socializing with friends, comparing prices and the variety of products and services offered. The results of our study have several implications that should be of benefit to the retailing industry and mall management. Developers of malls must develop their mall more than simply a place for buying products. As such, mall management should make sure that their mall atmospherics offer a mall environment that is pleasing to multiple senses, to ensure it is conducive for shoppers to stay and spend more of their time and money. Mall management must execute strategies to maintain their attraction to younger consumers, perhaps by including stores that are futuristic and offer the most advanced styles or technologies, and appeal to somewhat older adults by offering the tenant, entertainment, and experience mix they will prefer. It is recommended that future research utilize random sampling methods to ensure the generalizability of results.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.17-27
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• 2009

Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided with a $2{\times}2$ factorial design that has 4 patterns of price promotion (presence or absence of past price promotion * presence or absence of current price promotion) and the explanation describing the price promotion pattern of each cell. Then the perceived quality of imaginary brand WAVEX was evaluated in the scale of 7. The reason tennis racket was chosen is because the selected product group must have had almost no past price promotions to eliminate the influence of average frequency of promotion on the value of price promotional information as Raghubir and Corfman (1999) pointed out. Test 2 was also carried out on students of the same management faculty of test 1 with tennis racket as the product group. As with test 1, subjects with average familiarity for the product group and low familiarity for the brand was selected. Each subjects were assigned to one of the two cells representing two different information presenting patterns of price promotion of WAVEX (case where the reason behind price promotion was provided/case where the reason behind price promotion was not provided). Subjects looked at each promotional information before evaluating the perceived quality of the brand WAVEX in the scale of 7. The effect of price promotion for unfamiliar pretrial brand on consumer's perceived quality was proved to be moderated with the presence or absence of past price promotion. The consistency with past promotional behavior is important variable that makes unfavorable effect on brand evaluations get worse. If the price promotion for the brand has never been carried out before, price promotion activity may have more unfavorable effects on consumer's quality perception. Second, when the price promotion of unfamiliar pretrial brand was executed for the first time, presenting method of informations has impact on consumer's attribution for the cause of firm's promotion. And the unfavorable effect of quality perception is higher when the consumer does dispositional attribution comparing with situational attribution. Unlike the previous studies where the main focus was the absence or presence of favorable or unfavorable motivation from situational/dispositional attribution, the focus of this study was exaus ing the fact that a situational attribution can be inferred even if the consumer employs a dispositional attribution on the price promotional behavior, if the company provides a persuasive reason. Such approach, in academic perspectih sis a large significance in that it explained the anchoring and adjng ch approcedures by applying it to a non-mathematical problem unlike the previous studies where it wis ionaly explained by applying it to a mathematical problem. In other wordn, there is a highrspedency tmatispositionally attribute other's behaviors according to the fuedach aal attribution errors and when this is applied to the situation of price promotions, we can infer that consumers are likely tmatispositionally attribute the company's price promotion behaviors. Ha ever, even ueder these circumstances, the company can adjng the consumer's anchoring tmareduce the po wibiliute thdispositional attribution. Furthermore, unlike majority of previous researches on short/long-term effects of price promotion that only considered the effect of price promotions on consumer's purchasing behaviors, this research measured the effect on perceived quality, one of man elements that affects the purchasing behavior of consumers. These results carry useful implications for the work sector. A guideline of effectively providing promotional informations for a new brand can be suggested through the outcomes of this research. If the brand is to avoid false implications such as inferior quality while implementing a price promotion strategy, it must provide a clear and acceptable reasons behind the promotion. Especially it is more important for the company with no past price promotion to provide a clear reason. An inconsistent behavior can be the cause of consumer's distrust and anxiety. This is also one of the most important factor of risk of endless price wars. Price promotions without prior notice can buy doubt from consumers not market share.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.33-43
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• 2007

Middle age is the time of the most important meaning in life and also the time of physical and mental change, which offers new social activities for self-development. Middle-aged women form the major consumer class in current clothing industry, but few have been performed on this so far. The researcher studied in many aspect on the clothes which middle-aged women need to wear during this period of change. Thus this study is executed to examine what benefits middle-aged women pursue in clothing attitudes and the relationship among clothing pursuit benefit and their somatotype compensation and image orientation. The research performed the theoretical study and practical study simultaneously. The subjects are 238 middle-aged women between 35 and 49 years old in September, 2004. The results of this study are as follows: 1. The attitude of women's clothing patterns in relation with image consist of two factor structures. One is the body image and the other is the appearance image. 2. As a result of researching the attitude for choosing clothes of each body group by Rohrer index, the women with gross body group take a top priority for the lower-body compensation, while the women with slim body group take a top priority for volume compensation. 3. As a result of researching the cognitive somatotype group's attitude for choosing clothes, gross body group takes a top priority for lower-body compensation and upper-body compensation. 4. As a result of researching the relationship between real somatotype and cognitive somatotype by Rohrer index, middle-aged women think of themselves as being fatter than present state. And choosing the clothes, the body misunderstanding group of women usually show that they consider more compensation than the normally body understanding group. 5. The evaluation on real somatotype, cognitive somatotype, ideal somatotype influences on the body cathexis.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.2
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• pp.173-184
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• 2000

The purposes of this study is for consideration of the flapper image through the culture and novels in Jazz Age(1919∼1929) of America. The back ground of flapper fashion was Jazz. Jazz was one of the cultural languages which expressed liveness, noise, salacity, harmony of primitivity, modernity, innocence and freedom. In processing American had gotten economic power, the Jazz Age had new mood which was combined materialism and realitism. Environmental changes of life styles and development of mass culture of modern big cities could aid the birth of modern girls, flappers. They became the main group of new consumer and mass culture in new consciousness and freedom with independence. Their characteristics are confirmed from Fitzgerald's novels, This Side of Paradise and The Great Gatsby. As the results of above, the consciousness of flapper were rebellious attitude, liberalism and actualism. The designs of flapper fashion were expressed by simplicity, functionality, nudity and rhythm. The flapper images are as follows: First, they expressed modern image as a rebellious attitude. Second, flapper had a sensual image of freedom through rhythmical and speedy expression. Third, premature image for pursuing youth could be found. Therefore the changes of culture and women's life styles are very important points for fashion studies and the connecting fashion and other fields like novels is needed also for it.

• The Research Journal of the Costume Culture
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• v.5 no.3
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• pp.1-25
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• 1997

The consumers, who are characterized by gathering a wide scope of information and by putting into action immediately, have come to the new group searching for emotion and have played a leading role of market. The characgeristics of consumers are the fact that they have followed the street fashion with no-concept, independent of the trends which the brand has provide for consumers. Therefore it leads to a big gap between the fashion information for enterprises and market formation for consumer class. The principal purpose of this paper is to get closer the distance between the information which is used in merchandise plan and real market for consumers, and to suggest the new direction of information management system in order to enhance the hit rate of merchandise plan. The results are as follows : (1) It is shown the enterprises should divide the information data between fashion information and market information, and understand the mutual relationship of them, and regard the statistical data related on the change of sensitivity and desire in market specialized in attributes of street fashion as the emotional expression\`s view, and manage them by the feedback style. (2) It is shown that enterprises should fully understand the fashion factors in the line of fashion stream with the independence of theme in order to plan the merchandise effectively for market which are specialized in the duality that it has both conservation and innovation at the same time, and detect their change. (3) It is shown that in order to predict exactly, enterprises should reflect the statistical data and the emotional factors in planning the merchandise, bring up the systematic organization, expert system. (4) It is also shown that enterprises should make an effort to pursuit the discriminated brand through the feedback management in which the consumer\`s lasting desires are reflected.

• Journal of the Korean Society of Costume
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• v.33
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• pp.105-115
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• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.87-97
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• 2017

This paper examined how consumers' attitude toward the telecommunication expense was affected by news reports through the experiment. Participants were randomly assigned to one of four group (control group, high-expense-claimed-media group, low-expense-claimed-media group, and both-exposed-media group), and asked to indicate credibility & neutrality toward media report, similarity between media report, and their own thought, their attitude toward the telecommunication expense. The result of ANOVA showed that the high-expense-claimed-media was perceived more credible and neutral than the low-expense-claimed-media. ANCOVA was conducted to eliminate the impact of similarity between media report and their own thought on the evaluation of credibility & neutrality toward media report, and the result showed that there was no difference. Also, participants evaluated the telecommunication service so expensive, regardless of what kind of media reports they were exposed. We found that consumers' prior belief, which telecommunication service was expensive, might interrupt consumers' learning process for new information from media. To resolve the social pressure about mobile service rate-cutting, it is necessary to investigate how to dampen consumers' stereotype about the telecommunication expense. The future research using the framing effect could be considerable.

• Journal of Digital Convergence
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• v.18 no.1
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• pp.129-135
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• 2020

This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.219-233
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• 2000

This paper is designed to suggest marketing strategies suitable for each classified group by subdividing high school students, the new-generation consumers, by clothes-shopping orientation at jean markets and by identifying the demographic characteristics and the purchasing behavior of each classified group. The subjects consist of 644 high school students. female and male, in Seoul, who responded to my questionnaire research. In terms of the clothes-shopping orientation, pleasure shopping orientation, brand-based shopping orientation, fashion-oriented one, convenience-oriented one and economic one are in sequence. In light of the consumer group based on the factors of clothes-shopping tendencies, the convenience-oriented group ranks first, which is followed by pleasure shopping group, brand-based shopping group and economic one. The subjects turn out to have purchased jeans at time of necessity, The subjects are most liable to get information from their friends, which is followed by their shopping experiences and display. And they turn out to be little affected by family members, salespersons and the press. They regarded aesthetic standards as one of the most important standards, which are followed by size, fitting, personality expression and prices in order. On the other hand, they think little of such factors as friends and similarity. In terms of the standards to make a selection of shops, the respondents cite the quality of goods, the prices of jeans, and service. They didn't think much of the importance of the persuasion of those around them, the convenience of mass transportation facilities, and the approving rate of brands and so on. They resort to wholesale markets, department stores and low-pricing shops in sequence. They turn out not to be satisfied with product guarantees, and fashion. They relied on aggressive approaches like exchanges and refund in case they were dissatisfied with jeans.

• Journal of Electrical Engineering and Technology
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• v.10 no.1
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• pp.64-74
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• 2015

Because of the burgeoning demand of the energy, the countries are finding sustainable solutions for these emerging challenges. Demand Side Management is playing a significant role in managing the demand with an aim to support the electrical grid during the peak hours. However, advancement in controls and communication technologies, the aggregators are appearing as a third party entity in implementing demand response program. In this paper, a detailed mathematical framework is discussed in which the aggregator acts as an energy service provider between the utility and the consumers, and facilitate the consumers to actively participate in demand side management by introducing the new concept of demand reduction bidding (DRB) under constrained direct load control. Paper also presented an algorithm for the proposed framework and demonstrated the efficacy of the algorithm by considering few case studies and concluded with simulation results and discussions.