• International Journal of Internet, Broadcasting and Communication
• /
• 제14권4호
• /
• pp.181-188
• /
• 2022

The purpose of this study is to identify selection attributes, functional benefits, psychological benefits, and values according to crossover shopping patterns (showrooming and webrooming). To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functional benefits)-PB(psychological benefit)-V(value). These two laddering techniques were used to construct a hierarchical value map (HVM) by linking selection attributes, functional benefits, psychological benefits, and value levels. The selection attribute items that showrooming shoppers consider important are 'price conformity', 'product information', 'product variety', and 'delivery service'. Functional benefit items were 'free purchase', 'economic benefit', 'communication', 'safety', and 'accurate Information', and psychological benefit items were 'convenience', 'relaxation', 'pleasure', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'achievement', 'happiness', and 'reasonable life'. Next, the selection attribute items that webrooming shoppers consider important are 'price conformity', 'product information', 'product variety', 'AS', 'shopping atmosphere', and 'seller service'. Functional benefit items were 'free purchase', 'economic profit', 'expression opinion', 'safety', and 'accurate information', and psychological benefit items were 'convenience', 'relaxation', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'happiness', and 'reasonable life'.

• 한국의류산업학회지
• /
• 제13권5호
• /
• pp.717-727
• /
• 2011

As new luxury brands are becoming more popular, recent new luxury consumers are showing different tendencies of consumption. The purpose of this study is to investigates the specific bond between the product benefits for new luxury fashion brand and the consumer-brand relationship. Specifically this study conceptualizes the dual path which leads to brand loyalty and brand commitment. 300 data from on-line survey were collected from middle class women who had trading up needs and respondents were asked to select their favorable new luxury fashion brand. As a result of an exploratory factor analysis to identify the structural dimensions of product benefit for new luxury brand groups, four factors were extracted; psychological/emotional benefits, social/symbolic benefits, self-expressive benefits, and product functional benefit. Additional results show that brand attitude had more positive effect on brand loyalty and brand attachment had more positive effect on brand commitment. The findings of this study contribute to provide practical implication on market segmentation for new luxury brands.

• 한국의류학회지
• /
• 제32권5호
• /
• pp.766-776
• /
• 2008

The purpose of this study was 1) to identify the reasons for delay of decision making and the shopping information in internet shopping, 2) to classify consumers based on the clothing benefits, 3) and to examine the differences among consumer groups in the reasons for delay of decision making and the shopping information. The data were collected from a sample of 500 internet shopper aged from 20 to 40. This study used factor analysis, multiple regression analysis, Pearson's correlation analysis, cluster analysis and ANOVA. The results showed that the reasons for delay of decision making consisted of eight factors: Performance risk, Comparison shopping, Economic shopping, Social risk, Uncertainty, Expecting of market change, Product unsatisfaction, Passive shopping. The shopping information consisted of three factors: Product variety, Product information, Additional information. Five factors of clothing benefits were Economy, Figure compensation, Social position, Individuality, and Comfort. The respondents were classified into four groups by five factors of clothing benefits; Individuality seeking group, Low-benefits seeking group, Economy seeking group, Figure compensation/comfort seeking group. There were significant differences among groups in the reasons for delay of decision making and the shopping information among groups. Therefore, marketers need to provide different shopping information for delay closure by target groups.

• 유통과학연구
• /
• 제17권7호
• /
• pp.27-38
• /
• 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.

• 한국의류학회지
• /
• 제33권7호
• /
• pp.1074-1085
• /
• 2009

This study compares the benefits for online clothing purchases between Korean and U.S. consumers. A total of 464 usable questionnaires were obtained from respondents who resided in Korea (n=253) and the United States (n=21l). Data were analyzed by descriptive statistics, factor analysis, and MANOVA. For online clothing purchases, the benefit consisted of five factors: product attribute, transaction services, security, country of origin, and brand symbolism. Results showed that the main effect of nationality and gender on the benefit factors were significant; there was an effect of nationality on product attributes, transaction services, and country of origin. Compared with Korean consumer, U.S. consumers were more likely to consider the benefits of product attributes, transaction services, and country of origin for clothing in online purchases. In addition, there was a gender difference in benefit factors of product attributes, transaction services, country of origin, and brand symbolism. Females were more likely than males to consider the benefits for clothing in online purchases. An interaction effect of nationality and gender was not significant in online purchases for clothing. The managerial implications are discussed for global fashion marketing across the countries.

• 아태비즈니스연구
• /
• 제11권4호
• /
• pp.65-81
• /
• 2020

Purpose - This research aims to investigate how consumers' eco-friendly product choice ratio changes as the benefits of eco-friendly products are framed as (1) non-monetary benefits, (2) monetary gain integrated with the loss or (3) monetary gain segregated from the loss. Design/methodology/approach - A mixed-design, scenario-based choice experiment was conducted. A series of chi-square tests and residual analyses were conducted to analyze the data. Findings - When the monetary gain was larger or slightly smaller than the loss, the participants' eco-friendly product choice ratio was higher when the monetary gain was integrated with the loss than those in the other two conditions. When the monetary gain was significantly smaller than the loss, the participants' eco-friendly product choice ratio was lower when the monetary gain was integrated with the loss than those in the other conditions. The ratio did not differ between the latter two conditions. Research implications or Originality - This research shows that marketers should frame the benefits of eco-friendly products and their costs in different manners depending on the relative magnitudes of them. This research also complements the existing literature by comparing the effectiveness of non-monetary framing of eco-friendly product benefits with that of monetary framing following hedonic editing hypothesis.

• 한국의류학회지
• /
• 제36권10호
• /
• pp.1040-1049
• /
• 2012

This study examines the effects of pursued benefits and satisfaction (or dissatisfaction) on repurchase intentions. The research was comprised of a 2 (satisfaction after purchase: satisfaction versus dissatisfaction) ${\times}2$ (product benefit type: utilitarian benefit versus hedonic benefit) ${\times}2$ (hyperopic disposition: high versus low) model, designed with three mixed elements. The subject participants of this study were 168 female university students aged 20 to 29 from the Seoul, Gyeong-gi do, and Chung-cheong do areas. We performed a reliability analysis, T-test, and ANOVA using the SPSS statistic package. The results of this study are summarized as follows. In terms of product benefit that influences repurchase intention based on whether a consumer has experienced satisfaction after purchasing a fashion product, repurchase intention was high for hedonic benefits regardless of the level of satisfaction or dissatisfaction after a purchase. However, we found a significant difference in preference when the hyperopic disposition of a consumer was taken into account. When dissatisfied with a purchase, consumers with low levels of hyperopic disposition displayed higher repurchase intentions for the products of hedonic benefit than those of utilitarian benefits. However, when dissatisfied with a purchase, consumers with high levels of hyperopic disposition displayed low levels of repurchase intention regardless of the type of product benefit. When consumers are satisfied with a purchase, they are more likely to repurchase hedonic products than utilitarian products.

• 디지털산업정보학회논문지
• /
• 제12권1호
• /
• pp.131-141
• /
• 2016

This study explores the conditions under which consumers adopt wearable devices. The study focuses on the attractiveness of the product that consumers can perceive. This study was implemented to find out what factors influenced the consumers to perceive the attractiveness and value of the product. The factors include the benefits and costs of the product. The consumers' wants for the product was included under personal factor. The synergy effect of related product was classified circumstantial factor. The outcomes derived from the postulating and verifying hypothesis are as follows. First, the attractiveness of the product that the consumers perceive has a positive effect on perceiving the attractiveness of the product. Second, the benefits of the product that the consumers feel have a positive effect on the value of the product in a meaningful way. Third, the consumers' perception of the wants for the product have a significant effect on perceiving the value and attractiveness of the product. Fourth, the consumers' perception of the synergy effect between the wearable device and the smartphone did not affect the value of the product in a significant way, but did have a significant effect on the attractiveness of the products.

• 한국콘텐츠학회논문지
• /
• 제22권7호
• /
• pp.149-163
• /
• 2022

문화산업의 발전에 따라 문화상품의 온라인거래가 활성화되고 있으며 웹 사이트에서 제공하는 정보와 고객과의 관계수립이 온라인 구매의사결정에 중요한 영향을 미치고 있다. 본 연구의 목적은 문화상품의 온라인 판매사이트에서 제공되는 정보와 관계혜택이 온라인구매의도에 미치는 영향을 살펴보고, 이러한 영향이 공연상품과 상영상품 간에 차이를 보이는지 실증분석을 통해 밝히는데 있다. 연구결과를 살펴보면 첫째, 전체의 경우 정보제공과 관계혜택 모두 온라인구매의도에 유의적 영향을 미친다. 둘째, 공연상품(연극)의 경우 상품이해정보, 경제적 관계혜택 및 고객화 관계혜택은 유의적 영향을 보였으나 상품구매정보는 유의적 영향이 없는 것으로 나타났다. 셋째, 상영상품(영화)의 경우 상품구매정보와 경제적 관계혜택은 유의적 영향을 보였으나 상품이해정보와 고객화 관계혜택은 유의적 영향이 없는 것으로 나타났다. 결론적으로 정보제공과 관계혜택이 온라인구매의도에 미치는 영향은 문화상품에 따라 차이가 있으며, 경제적 관계혜택은 모든 경우 온라인 구매의 사결정에 중요한 영향요인인 것으로 나타났다. 이러한 연구결과는 문화상품의 온라인거래에서 고객관계관리를 비롯하여 차별화된 마케팅전략을 수립하는데 도움이 될 것으로 기대된다.

• 유통과학연구
• /
• 제22권6호
• /
• pp.45-56
• /
• 2024

Purpose: This study utilizes value chain analysis to investigate the distribution of benefits in the snubnose pompano product value chain, aiming to ascertain how these benefits are obtained by the farmers. Research design, data and methodology: The study approaches the assessment components from the economic analysis framework of the value chain. It investigates the various actors involved in the value chain of snubnose pompano fishery products in the South-Central Coast region of Vietnam from 2020 to 2022. Data collection is conducted through direct interviews with the actors utilizing survey questionnaires. Results: The results indicate that farmers, traders, and processors are key actors in the chain. The distribution of benefits between farmers and other actors has improved and tended towards greater harmony over the years. However, farmers receive benefits that are not commensurate with their value-added contribution. Farmers contribute the greatest value-added, but their profit margin share is not commensurate with the ratio of their value-added contribution to the chain. Farmers suffer the highest degrees of losses caused by price fluctuation and production risks, while other actors face smaller risks. Conclusions: The study offers some recommendations to adjust the distribution of benefits and risks among participants in this value chain.