• 유통과학연구
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• 제17권7호
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• pp.27-38
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• 2019

Purpose - This study analyzes effects of word of mouth intention of restaurant product via SNS on trust of products, purchase intention, and word of mouth intention targeting restaurant customers. Research design, data, and methodology - Targeting restaurant customers, 500 surveys were distributed in restaurants located in Seoul (where restaurants are clustered, such as Myeongdong, Dongdaemoon Station Shopping Center, and Sadangdong) between July 1st, 2016 and July 30th, 2016. Among those, 490 were collected, and 478 were used for analysis excluding those with no answer or insincere answers. Results - SNS word of mouth information characteristics had significant effects on trust of restaurant product in the order of vividness, neutrality, and timing. Trust on restaurant product has significant effect on perceived risks (-) and perceived benefits (+) by SNS. While perceived benefits of restaurant product on SNS has effect on purchase intention, perceived risks of restaurant product on SNS does not affect purchase intention. Perceived benefits of restaurant product on SNS has significant effect on word of mouth intention, whereas perceived risks of restaurant product on SNS does not have significant effect on word of mouth intention. Conclusions - As marketing through SNS can bring about a huge reduction effect in terms of marking cost, it can be utilized as an effective promotion by not only large restaurant corporations, but also small restaurants.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.148-158
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• 2020

With the limited product information available in the m-shopping context, product-naming strategies affect consumer choices by expressing the key product features or the brand's images. Given the increasing dominance of the mobile commerce in consumption across various product categories, few studies have examined the role of product naming in consumer choices in the m-shopping. In filling the research gap, this study empirically analyzes the influence of the perceived diagnosticity of product names in m-shopping on consumer attitude towards the product. Moreover, the study tests the moderating influences of the individual characteristics of consumers (i.e., age, gender, and m-shopping experience) in the dynamics of the perceived diagnosticity impacting the product evaluations. The results of the study using an online survey reveal that the perceived diagnosticity of the product names significantly increases consumer attitude towards the product. Additionally, the moderating effects of gender, age, and m-shopping experience are all found significant: (1) The positive influence of the perceived diagnosticity of the product names is greater for males than for females. (2) The older the respondent, the more statistically significant the positive influence on diagnosticity. (3) The more respondents having m-shopping experience, the more positive the impact of the diagnosticity. Implications and limitations of the study are discussed.

• 복식
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• 제25권
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• pp.41-62
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• 1995

This research was intended to investigate how risk perception and risk reduction behavior by consumers differ according to different product characteristics of clothing. The responses of 318 female college students living in Seoul and surrounding vicinities were collected and analyzed. Inner wear, blue-jean pants, coat were selected as representing each clothing product characteristics. Frequencies distribution, regression and correlation coefficient were utilized for statistical analysis. Results are as follows. 1. The type of perceived risk and risk reduction behavior differed according to product characteristics of clothing. Physical and performance risk were more highly perceived for the purchase of innerwear. However, for the purchase of jean pants and coat, socio-psycho-logical and economic risk were also perceived highly because the rate of fashion change, social symbolism, and coordination with other clothing items become more important characteristics. To reduce perceived risk, dependency on past purchase experiences and shop-ping were mostly preferred method regardless of product characteristics of clothing. 2. Risk type as determinant variables for predicting overall risk differed according to product characteristics of clothing. But fashionability and usefulness were common determinant risk variables, which identifies typical characteristics of clothing product.

• 산경연구논집
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• 제7권2호
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• pp.25-32
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• 2016

Purpose - The objective of this study is to investigate the differences and interaction effects on the perceived financial risk between Korean and Thai consumers according to the types of product(utilitarian and hedonic) and price discount (bundle and 50%off). Research design, Data and Methodology - This paper sets up 6 research subjects. Data collection was carried out in Korea and Thailand. Data was made of 154 Korean and 147 Thai consumers. As for the independent variables for this study, consumer types are composed of Korean and Thai consumers, price discount types were bundle(1+1) and 50% off price, and product types consist of utilitarian and hedonic product. The dependent variable is perceived as a financial risk. Each question is measured as a Likert-type five-point scale. Results - According to the price discount and product type, perceived financial risk of Thai consumers is confirmed to be a larger one than that of Korean consumers. Also, there are interaction effects in the perceived financial risk. Conclusion - Our findings can be used as useful information for global retail markets as marketing strategies in future Korean enterprise through a comparative study on Korean and Thai consumers.

• Asia Marketing Journal
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• 제21권2호
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• pp.21-49
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• 2019

This study examines a model which simultaneously contains two paths between waiting line and purchase intention: one tested the positive effect of waiting line through consumers' perceived quality, whereas another one go through consumers' emotional state to test the negative effect of waiting line on purchase intention. To further understand perceived quality, the study divided perceived quality into perceived product quality and perceived service quality. The study used restaurants in the experiment. Results indicated that although long waits in line will directly increase both consumers' product quality perception and negative emotions, the total indirect effects on purchase intention are still significantly positive. For consumers' perceived service quality, long waiting situations have no such effect on it. Significant results from a moderation analysis also shown that consumers in low-level knowledge settings are more influenced by waiting lines than those in high-level knowledge settings when they make the product's quality-related judgment. However, the level of consumer knowledge does not moderate the relationship between waiting lines and service quality.

• 한국의류산업학회지
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• 제19권2호
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• pp.180-193
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• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• 한국콘텐츠학회논문지
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• 제15권4호
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• pp.454-468
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• 2015

본 연구는 UTAUT이론을 바탕으로 정보통신 기술수용연구에서 상대적으로 간과되어왔던 다양한 제품특성(제품기능성, 디자인, 사용편의성)이 기능적 동기(노력기대, 성과기대)와 쾌락적 동기(인지된 즐거움)에 미치는 영향과 사용동기가 스마트 디바이스 사용의도에 어떠한 영향을 미치는지 규명하고자 진행되었다. 서울을 포함하여 5대광역시의 스마트 디바이스 사용자 800명을 비례할당방식으로 조사한 결과, 기능적 동기(노력기대, 성과기대)와 쾌락적 동기(인지된 즐거움)는 스마트 디바이스 사용의도에 정(+)의 영향을 미치는 것으로 나타났으며, 스마트 디바이스의 디자인은 인지된 즐거움에, 사용용이성은 노력기대와 성과기대에 각각 정(+)의 영향을 미치는 것으로 나타났다. 그러나 제품기능성은 노력기대와 성과기대에 유의한 영향을 미치지 못하는 것으로 나타났다.

• 품질경영학회지
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• 제40권4호
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• pp.599-614
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• 2012

Purpose: We measure service quality based on service process, and examine relationships among product quality, product and service loyalty. Methods: We develop a construct to evaluate process based service quality. We collect data from customers of auto maintenance centers to measure perceived product quality, service and product quality. We test relationships between constructs using structural equation model and regression analysis. Results: Relationships among perceived-product quality, service quality, service loyalty, and product loyalty are all significant. Conclusion: Perceived-product quality has a indirect impact through service quality and loyalty in addition to a direct impact on product loyalty.

• 한국의류학회지
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• 제47권2호
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• pp.371-391
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• 2023

This study examines the impact of live commerce characteristics on customer responses in the ELM perspective. Based on ELM, the central route is composed of information completeness, accuracy, and currency, and the peripheral route is composed of streamer credibility, streamer reputation, social presence, and system quality. An online survey of female customers aged 20 to 49 who have purchased beauty products through live commerce within the past three months was conducted. The results demonstrate that information completeness and information currency exert significant impact on perceived usefulness and enjoyment. Social presence and system quality also exert significant impact on perceived usefulness and enjoyment. Moreover, perceived usefulness and enjoyment had significant impact on behavioral intention. The effect of information completeness on perceived usefulness and enjoyment was much stronger for high product involvement groups. Furthermore, the effect of streamer reputation on perceived enjoyment was much stronger for high product involvement groups. In contrast, the effect of social presence on perceived usefulness and enjoyment was much stronger for low product involvement groups. This study suggests theoretical implications for applying ELM to live commerce and practical implications for differentiated live commerce marketing strategies.

• 복식문화연구
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• 제23권6호
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• pp.940-954
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• 2015

The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: "perceived quality", "perceived price", "deindividuation", and "overly trendy styles", and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, "regrets" and "perceived uncertainty." The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers' cognitive dissonance, and suggestions for future study are provided.