• Journal of Information Technology Services
• /
• v.22 no.3
• /
• pp.119-139
• /
• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.10
• /
• pp.885-896
• /
• 2020

The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.

• Journal of the East Asian Society of Dietary Life
• /
• v.27 no.5
• /
• pp.558-568
• /
• 2017

This study was conducted to examine the level of exposure, credibility and usefulness of the food tourism information channel perceived by foreign tourists visiting Korea. A total of 230 survey questionnaires were distributed to Japanese and Chinese tourists, who account for the highest percentage of tourists visiting Korea. The results showed that tourists were segmented into three groups based on their participation in food tourism activities: culinary tourists, experiential tourists and general tourists. Japanese tourists participated more actively in food tourism activities than Chinese tourists. The information channel used most frequently by tourists was 'word-of-mouth,' while the least used channel was 'e-mail catalog contains food tourism information.' Culinary tourist most actively used online and offline channels to search for food tourism information. Perceived credibility and usefulness of the food tourism information channel differed by nationality and food tourist segments. This study provides meaningful implications regarding food tourism promotion strategies.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.19 no.2
• /
• pp.117-128
• /
• 2017

This study confirmed the types of shopping information sources during travel abroad, and developed a profile of tourists in terms of demographics, travel, and shopping behavior. Shopping information sources and characteristics of shopping products were identified first. Thereafter, travelers were segmented by their information-seeking behavior. An online survey method was used to get data from Korean vacationers in their 20s-50s, while factor analysis, cluster analysis, ${\chi}^2$ test and ANOVA were applied to analyze data. The results were as follows. First, the shopping information sources of overseas tourists were composed of four factors including sources from travel agents/media, information from travel books and local sources, and word-of-mouth sources. Also, four factors in product types and four product attributes were identified. Second, tourists were clustered into two groups, active and passive shopping information seekers, based on shopping source behavior. Third, two groups differed in terms of demographics, showing an older age and higher income for active shopping source seekers. Active shopping information users tended to join package trips with family members, and they were more satisfied with the trip. With regard to shopping, active shopping source seekers spent more money for shopping and preferred all kinds of shopping goods with an emphasis on travel shopping. In conclusion, shopping information sources seemed to be a meaningful tool for segmenting tourists. Rich, older, family tourists would be an major target market for local retailers.

• The Journal of the Korea Contents Association
• /
• v.9 no.11
• /
• pp.416-423
• /
• 2009

From marketing perspectives, WOM(Word-of-Mouth) is one of the communication methods for travelers. It can be an instrument of the effect on tourist decision. The growing predominance of internet use has further highlighted the need for understanding of UCC(User-created contents) tourism information such as travel experience and travel recommendation. This paper was to examine usage patterns of UCC tourism information using experimental design and contents analysis. The result indicated that there were qualities of UCC tourism information. That is useful implication to tourism information-related marketers in destination marketing.

• The Journal of Information Systems
• /
• v.27 no.1
• /
• pp.21-42
• /
• 2018

Purpose This study investigates that the routes of psychological ownership in Fanpage and the effect of psycholoigical ownership on customer loyalty based on psychological ownership theory. Fans are customers who clicked 'Like' on the fan page. These fans have a lot of friends on Facebook, so the word-of-mouth is more effective than other online communities. Therefore, it is necessary for fans to have psychological ownership, actively responding to the fan pages, and recommending them to friends. However, previous social network service studies have overlooked the importance of psychological ownership. In this study, we examine what factors can increase psychological ownership and show that customer loyalty can be enhanced through psychological ownership. Design/methodology/approach This study was designed to investigate the structural relationship between Fanpage Familiarity, Interaction(Customer-Brand interaction and Customer-customer interaction), Psychological Ownerhisp, and Customer Loyalty. Structural equation modeling with SmartPLS2.0 was used to analyze the relationships in the research model. Findings The results showed that Fanpage Familiarity and Customer-customer interaction is positively related with Psychological Ownership. However, Customer-Brand interaction did not influence Psychological Ownership. Psychological Ownership has a positive impact on Intention to Continue Using Fanpage and Recommend.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.5
• /
• pp.167-176
• /
• 2020

The study examined how the personality traits, manifested during serious leisure experience, i.e., experiences that involve the acquisition of special knowledge or techniques and the participation required to achieve the expertise necessary to express them. This study also investigated how such subjective well-being affected behavioral intention, specifically, the intention to use the same leisure facilities again and to spread this information to acquaintances by positive word of mouth. A survey was administered to 727 research subjects selected from pre-registered panels enrolled by an online research organization. The main constructs examined in this study were measured on 5-point Likert scales using multiple items. A structural equation model was employed to verify the proposed conceptual model and the relationships among variables. The results revealed that, of the personality traits, participants high in extraversion, openness to experience, and agreeableness felt high levels of life satisfaction and positive affect, i.e. a sense of subjective well-being. Second, users who felt a high level of subjective well-being, specifically, high life satisfaction and positive affect, also indicated a high level of behavioral intention. Finally, the academic and practical implications and limitations of the study, as well as future research plans involving the personality traits underlying serious leisure experiences are discussed.

• The Korean Journal of Franchise Management
• /
• v.15 no.3
• /
• pp.27-43
• /
• 2024

Purpose: The purpose of this study is to investigate the effect of customer-based brand equity on brand attitudes and behavioral intentions in the mobile e-coupon service market for foodservice franchises. Research design, data, and methodology: The sample comprised customers who had used a chicken mobile exchange voucher from a foodservice franchise brand, among KakaoTalk gift mobile exchange vouchers, within the last three months. The survey was conducted by distributing an online self-administered questionnaire, in which participants responded directly. The hypotheses were assessed through confirmatory factor analysis and structural equation modeling using the AMOS 22.0 statistical software. Result: The results of the hypotheses are as follows. First, among the sub-dimensions of foodservice franchise customer-based equity, brand awareness, brand image, perceived quality, and brand loyalty were found to have a positive effect on brand attitudes toward foodservice franchise mobile e-coupon services. Second, brand attitude toward the foodservice franchise brand mobile e-coupon service was found to have a positive effect on the intention to use and word-of-mouth. Conclusions: The results suggest that foodservice franchise brands with strong customer-based brand equity also have a competitive advantage in the mobile e-coupon service market.

• Fashion & Textile Research Journal
• /
• v.14 no.3
• /
• pp.381-389
• /
• 2012

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

• Journal of Distribution Science
• /
• v.20 no.6
• /
• pp.21-32
• /
• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.