• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.734-751
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• 2022

Live streaming is becoming increasingly popular as it is distributed through various platforms around the world. In particular, after the outbreak of the COVID-19, it has shown unprecedented growth in the domestic e-commerce sector. Building a theoretical model from the perspective of IT affordance, this study aims to examine how live streaming affordance influences users' purchase intentions through perceived interactivity and immersion. An online survey was conducted among South Koreans who had experience using live streaming commerce. Our results show that IT affordance, such as visibility, metavoicing, guidance shopping, had positive effects on purchase intentions through the serial mediation effects of perceived interactivity and immersion. Our study highlights the importance of understanding theoretical and practical implications of IT affordance for live streaming commerce.

• Information Systems Review
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• v.26 no.1
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• pp.385-407
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• 2024

This study explains consumers' showrooming which refers to the activities of visiting offline stores to check products in person and obtaining information offline and online via mobile devices before making the final decision to buy. More specifically, this study verifies key determinants of showrooming based on two dimensions of the mobile technology and user characteristics. Furthermore, the study examines the relationship of showrooming and purchase intentions and the moderating effect of perceived risks on the relationship. The key findings are as follows: firstly, service connectivity and time convenience of the mobile technology characteristics are positively related to showroming. Secondly, as the user characteristics, need for touch and personal innovativeness increase showrooming while impulsiveness does not. Thirdly, showrooming contributes to the increase of purchase intentions. Finally, moderating effect of perceived risks has turned out to be insignificant. This study has implications by providing the understanding of key determinants of showrooming and further proving the positive relationship of showrooming and purchase intentions.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.14 no.5
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• pp.2061-2083
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• 2020

Social commerce, integration of social media and e-commerce, provides potential opportunities for consumers to talk about their ideas and exchange product-related information on online shopping platforms. Given the substantial prospects related to business opportunities and consumers' perceptions, this study explores the factors driving fulfillment of the psychological contract in social commerce platforms. This research proposes, examines, and proves a theoretical model for the post-purchase behavior of the consumers, through an empirical investigation of online questionnaire-based data, gathered from 367 consumers in a cross-sectional setting. Results show that the fulfillment of psychological contract, consumer loyalty, and affective commitment fully mediate the impact of consumer trust on platform and repurchase intention. The level of commitment toward the consumer by the platform is strongly related to the degree of consumer trust, which is reciprocated through re-purchase intentions. This study offers essential theoretical implications with regards to the social exchange theory, attribution theory, and an moderating effect of the platform empathy on consumers' trust-psychological contract fulfillment relationship. Likewise, this research has significant implications for practitioners and managers.

• Journal of the Korean Society of Food Culture
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• v.34 no.5
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• pp.543-552
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• 2019

Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This study was conducted to understand Indonesian food consumers, and to provide the marketing implications for food exporting companies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed their preference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers' intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strong preference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture was high in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culture preferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of the relationships among the variables showed that there is a positive relationship between Korean food preferences and Korean food purchase intentions. Further, the consumers' Korean culture preference had a mediating effect within this relationship. The results of this study imply that marketers in Korea food companies need to consider the consumers' preference for Korean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.

• Journal of Fashion Business
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• v.18 no.6
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• pp.157-173
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• 2014

The purpose of this research is to investigate the effects of fashion companies' micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions. In this research, the technology acceptance model (TAM) was used as the research framework, and innovativeness, self-efficacy, and perceived enjoyment variables were included in the model. Through an online survey, 195 respondents participated in this study. The results were as follows: fashion innovation and self-efficacy have a significant positive effect on perceived usefulness, as well as ease of use. These two factors have a significant positive effect on perceived enjoyment. Furthermore, and most significantly, this perceived enjoyment has a significant effect on the consumer's attitude toward the company, and intention to purchase the fashion company's products.

• Journal of Digital Convergence
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• v.18 no.2
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• pp.151-162
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• 2020

In this paper, a research model was designed to investigate the factors affecting the purpose intentions to the online paid knowledge contents in China. The research model includes the contents characteristics, recognition of copyright, recognition of paid, the theory of planned behavior factors. In this research, the data was collected by online survey, and in final analysis, 457 users' questionnaires were used. The empirical paper proves research hypothesis by using SPSS 25.0 and AMOS 23.0. The results of the study are as follows: the contents characteristics partially give positive effects to attitude. In addition, recognition of paid and planning behavior theory factors have positive effects to purpose intentions. This paper provides a useful scheme to promotion the purpose of purchase for paid online knowledge contents.

• Information Systems Review
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• v.5 no.2
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• pp.71-90
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• 2003

Virtual communities have been suggested to play important roles such as attracting customers, building customer loyalty, and leading to commercial transactions. Little research in marketing has focused on virtual communities in spite of its importance indicated by many practitioners and conceptual studies. More specifically, little research has empirically examined factors of customer participation and its consequences. This research investigate if customers' participation motives in virtual communities affect their sense of community and if sense of community affects customers' loyalty towards and purchase intentions from the website offering the community service. One hundred ninety six questionnaires were collected from individuals who have participated in and have been involved in online activities in various virtual communities. Major results of this research can be summarized as follows. First, participation motives employed significantly affected customers' sense of community and more specifically, perceived ease of use and perceived playfulness had a large influence on the customers' sense of community. Second, customers' sense of community positively affected their loyalty toward the community and more specifically, membership and emotional connection had a large influence on loyalty. Third, customers' sense of community did not affect directly their purchase intentions. Fourth, customers' loyalty toward virtual communities had a significant, positive, although marginal, influence on their purchase intentions.

• Information Systems Review
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• v.20 no.2
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• pp.209-226
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• 2018

Location-based services have distinctive service characteristics compared to the past online commerce used on the desktop. In any place, mobile communication devices can be used to access online and utilize online shopping, and it is more convenient for users. In addition, by providing shopping and service information specific to each location, it is possible to provide convenience to the consumers according to their locations. In addition, it provides scarcity of information as well as location, thereby increasing consumers' desire to purchase. In this study, we investigated the effect of scarcity on the Purchase intention of consumers in location-based services. The steps of scarcity are: first, a step without scarcity, Second, providing time limit information, Third, providing quantity limitation information, Fourth, the experiment was designed to provide time and quantity limitation, and 4 groups were analyzed through experimental stimuli The purpose of this study is to verify the moderating effect of the dependent variable on the degree of scarcity by adding 'ubiquity', 'interactivity' and 'privacy' which are characteristics of location-based service. As a result of the analysis, scarcity of time and scarcity of quantity limitation scarcity stimuli showed a moderating effect on ubiquity, interactivity and consumer's purchase intention, and these variables also directly or indirectly affected positively. Consumer confidence was found to have a negative effect on consumers' purchase intentions.

• East Asian Journal of Business Economics (EAJBE)
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• v.6 no.3
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• pp.37-47
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• 2018

Purpose - This paper investigates the major determinants of consumer decision making for smartphone's consumers in a developing country in Africa especially in Gabon. Analysis of Perceived Quality, Perceived Price, Perceived Risk, Brand Image, Perceived Value, and Purchase Intention Research design and methodology - In order to proceed the empirical research, online survey was done via email and social media network and data was collected from 289 random respondents. Therefore, to assess the reliability, the validity and test hypothesis Statistical Package for Social Sciences (SPSS) version 21 was used. Results - After data collection and analysis, results have proved that brand image, perceived price does influence perceived quality, and perceived quality negatively influence perceived risk. The results also show perceived risk along with brand image, perceived price and quality could not influence perceived value. The findings also indicate that perceived value slightly influence purchase intentions. Conclusions - The results of the study show that it is essential to develop an understanding of value in the purchasing process. This study should also provide a glimpse to both marketers and manufacturers about consumers' perceptions towards smartphones.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.2
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• pp.67-78
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• 2021

This study aims to analyze how students' design work functions affect consumer attitudes and purchase intentions toward clothes designed by students, while exploring the moderating effect of price sensitivity in such a relationship. Data was acquired from 351 responses of an online questionnaire (www.sojump.com). A two-step approach was employed to analyze our hypotheses using structural equation modeling (SEM) in SPSS 22.0 and AMOS 22.0 statistical packages. First, significant empirical evidence was secured regarding the effects of design functions (assurance, fashion, camouflage, individuality, and comfort) on consumer attitudes toward clothes, which can lead to purchasing intention. Fashion, individuality, and comfort functions can enhance consumer attitude significantly, but assurance and camouflage have no significant influence. Among the functions, comfort has the greatest effect on consumer attitudes, indicating that when students market works as commodities, comfort should be highlighted in their designs. In this way, such products can draw the interest of many consumers. Second, empirical evidence showed that price sensitivity negatively moderates the association between attitude and purchase intention. Thus, design courses should be careful when setting student works' prices given consumer sensitivity. The optimization of the student works' cost structure can help minimize price sensitivity. Overall, the findings and their implications can serve as a basis for the commercial application of design curriculum works and provide feasible support for developing student design curriculum in the future.