• Journal of Distribution Science
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• v.17 no.10
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• pp.125-134
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• 2019

Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer's innovation propensity, consumer's environmental concern, and usage satisfaction. In addition, the moderating effect of the product's innovativeness was examined. Results - The result shows that there is a relationship between consumer's innovation propensity and consumer's environmental concern. In particular, it is shown that both consumer's innovation propensity and consumer's environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product's innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer's innovation propensity on usage satisfaction. The degree of the product's innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer's innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer's environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer's innovation propensity only had an indirect effect on usage satisfaction, through consumer's environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationship between consumer's innovation propensity and consumer's environmental concern. Second, this study showed the positive effect of consumer's innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer's innovation propensity and consumer's environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.187-197
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• 2011

There are many researches about effects of consumer innovativeness on the new product adoption behavior. However most of these studies regard this construct as one dimensional concept so that the extant studies suggest very ambiguous results about the relationship between consumer innovativeness and adoption behavior. This study subdivides the construct as cognitive innovativeness and sensory one and suggest these two types of consumer innovativeness affect on the risk perception of the potential adopter differently when the consumer adopt new product. In the empirical research through regression analysis and structure equation model with 217 samples, the study shows the consumer who have high level of cognitive innovativeness are more sensitive to functional risk of new products compared to one who have high level of sensory innovativeness. On the other side, sensory innovative consumer perceive social risk more when they adopt new products than cognitive innovator who have higher level of cognitive innovativeness. The result means there are dual paths on the relationship between consumer innovativeness and new products adoption behavior. Unlike the early studies, this study shows that there's dual path in relationship between the consumer's innovativeness and new product adoption. That is the consumer who have higher sensory innovativeness perceive the social risk of new products more sensitively than functional risk but the consumer who have cognitive innovativeness perceive functional risk more. So, new product adoption behavior would be different depending on the sensory or cognitive innovativeness.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.6
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• pp.1124-1140
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• 2017

The purposes of this study are to (1) explore the characteristics of consumers who purchase products designed by rising fashion designers, and (2) examine the effects of consumer fashion innovativeness and price consciousness on consumer responses toward the products (i.e., product innovativeness, perceived value, and purchase intention). A total of 469 adult consumers aged 19 to 59 responded to an online survey that consisted of a stimulus (i.e., news article introducing new brands of rising fashion designers) and measurement items. As a result, 20% of respondents are found to be customers of rising fashion designers. These buyers (vs. non-buyers) are characterized as female, high income, and high interest toward rising fashion designer products. The findings from structural equation modeling show that fashion innovativeness and price sensitivity have significant, positive effects on product innovativeness and perceived value that further increase purchase intention. These relationships are significant in terms of perceived value dimensions, except for the relationship between social value and purchase intention. Both fashion innovativeness and price sensitivity have significant and positive effects on social, emotional, economical, and functional values. The emotional, economical, and functional values also have significant, positive effects on purchase intention. The implications of these findings are discussed in the conclusion.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.4
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• pp.505-516
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• 2015

This study investigated difference of product interest and its relation to consumers' innate innovativeness according to gender as well as compared the perceptive construct of products between male and female consumers. A survey involving male and female college students was conducted in the Daegu and Gyeongbuk areas in December 2013. Subsequently, 400 responses were analyzed using descriptive statistics, correlations, independent sample t-test, reliability analysis, ANCOVA, and multidimensional scaling. Among 45 products, male respondents showed a significantly high degree of interest over 12 categories such as watches, desktop computers, cars, sports products, and video games compared to females. The female sample showed a significantly high degree of interest for 29 product categories such as clothing, movies, skin care shops, cosmetics, eating-out, teeth whitening, coffee, cameras, and performances compared to males. Innovative male consumers were interested in traveling, movies, clothing, eating-out, running shoes, and wallets; however, female consumers' innovativeness was significantly related to previously determined items of interest. Two dimensions explaining the male consumers' products perception construct were 'hard versus soft' and 'usual versus special'. Instead, female consumers' were 'special versus usual' and 'expressive versus functional'.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.10
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• pp.1622-1632
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• 2009

This study investigates the influence of the innovativeness of consumers on extended products in brand extensions. 300 surveys were distributed and 283 were used in the final analysis. The results of this study show that consumers evaluate similar product category (i.e., sportswear) better than a dissimilar category (i.e., cosmetics) in brand extension. In addition, innovative consumers evaluated extended product better regardless of similarity with the original brand. The results showed that consumers with higher level of innovativeness were less likely to evaluate differently between a similar product and dissimilar product categories in apparel brand extension.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.386-403
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• 2021

Preannouncing a new product to its target audiences has been more and more prevalent in a wealth of industries, particularly industries that attach great importance to the speed of entry. Grounded in market signaling theory, the current research advances a theoretical model that takes full cognizance of the relation between preannounced information about an upcoming product and individual customers' behavioral intentions as well as significant moderating effects of prior product knowledge and new product innovativeness. In response, a web-based survey is conducted for data collection and the structural equation model is utilized for data analysis. Results of this study demonstrate that preannounced new product information attributes (i.e., quantity, clarity) may positively influence consumers' attitudes, in turn, lead to a favorable purchase intention. Moreover, the moderating effects of product knowledge and product innovativeness are also confirmed. Specifically, product knowledge moderates the quantity-attitude relation positively and moderates the clarity-attitude relation negatively, whereas product innovativeness does opposite. Both implications and limitations are also described.

• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1247-1258
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• 2011

This study aimed to clarify the relationships among the characteristics of consumers and their influence on fashion leadership. Two kinds of variables were investigated in this study: centrality of visual product aesthetics and consumer innovativeness as personal characteristics, and role-relaxed consumption and consumer susceptibility to interpersonal influence as interpersonal characteristics. Data were gathered by surveying university students in the Seoul metropolitan area, using convenience sampling, and 322 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, factor analysis, and regression analysis were conducted. Factor analysis on the centrality of visual product aesthetics revealed three sub-factors: value, acumen, and response intensity. Meanwhile, factor analysis for consumer susceptibility to interpersonal influence revealed two sub-factors: informative and normative conformities. However, consumer innovativeness, role-relaxed consumption, and fashion leadership revealed only one factor. Regression analysis showed that visual product aesthetics, especially acumen and response intensity, were the most influential factors; furthermore, consumer innovativeness and normative conformity had positive influence on fashion leadership. However, role-relaxed consumption had negative influence on fashion leadership.

• The Journal of Industrial Distribution & Business
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• v.12 no.2
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• pp.29-40
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• 2021

Purpose: In this study, with the transaction amount of foreign direct Purchase and foreign direct sales increasing, South Korea is in a situation where foreign direct sales are focused on China. We looked at the impact of consumer innovation and site characteristics on repurchase ability among the characteristics of overseas direct purchase consumers as a way to make direct overseas sales to various overseas countries. Research design, data and methodology: Consumer innovativeness consists of four variables: functional, hedonistic, social, and cognitive, and the site characteristics consisted of four variables: product price, product assortment, convenience, and service. The study was conducted on consumers with foreign direct purchase experience, and was finally used in 252 additional analyses. Results: The main findings of this study were first, that the impact on the degree of re-purchase among consumer innovativeness of foreign direct purchase consumers had a significant impact in the order of cognitive innovativeness, hedonistic innovativeness, and functional innovativeness. Social innovativeness did not affect the degree of re-purchase. Second, site characteristics have been found to have a significant impact on the degree of re-purchase in order of product assortment, commodity price, and service. Convenience did not affect the degree of re-purchase. Conclusions Taken together these results can be called the biggest characteristic of the cognitive innovativeness of the consumer's inclination to use the overseas direct purchase, the price or quick response of the goods sold on the site is a factor that affects the re-purchase, above all it is important to have a variety of products. We will present this element as a way to make direct sales abroad to various countries. In addition, foreign direct purchase is a lot of transactions in China, the United States, EU, but the share of China is high in foreign direct sales, and the U.S. and EU have a very low performance, it is important to consider the reasons why they prefer Korean products in China to study the social and cultural characteristics of U.S. and European consumers in the future, and to support and active marketing that companies and sellers can increase sales.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.353-364
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• 2021

Originating in value congruence theory, this study aims to give a clear understanding of the transformation process of consumers from incumbent technology to disruptive innovation technology. Moreover, the moderating effect of personal innovativeness in the process of consumers' switching to disruptive innovation is investigated. This study combines value congruence with expectation-disconfirmation theory, technology-switching theory, and the personal innovativeness of the disruptive innovation product, explaining why consumers have transformed from an incumbent product into a disruptive innovation. Data was collected through a questionnaire from 280 smartphone users in China. The respondents were mainly potential consumers who had never bought Redmi phones, namely, a smart product owned by the renowned Chinese company Xiaomi. The hypothesis of the research model is based on the example of the Redmi smartphone, which has been confirmed by existing smartphone users in China. Through investigation, the results of multivariable regression analysis show the decisive variables that influence consumer intentions, and we analyze the role of personal innovativeness in moderating between dissatisfaction with the incumbent product and purchase intention of a product based on disruptive innovation. The findings of this study can provide a certain reference for the sustainable growth of Xiaomi and the development of new products.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.4
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• pp.620-630
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• 1996

This study identified overlap of male innovativeness and of opinion leadership across product class. Product class include clothing, hairstyle and cosmetics, small electronic appliances, large electronic appliances, interior supplies, sports and leisure supplies, and cars. 423 male adults working in Seoul area was surveyed using questionnaire. Results of statistical analysis supported that innovativeness and opinion leadership are not monomorphic but polymorphic across product class. Higher degree of overlap and higher degree of correlationship of innovativness and of opinion leadership exist across product class which share similar characteristics such as clothing-cosmetics, small electronic appliances-large electronic appliances. Innovative communicator ranged from 5.0% to 11.4% in which percentage of innovative communicator was highest in the case of clothing purchase.