• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.2
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• pp.346-356
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• 1997

This study explored the attributes of the fashion specialty store according to the level of fashion involvement. Data were obtained from 262 female college student. For analysis of the data, conjoint analysis, T-test, factor analysis were employed. The results of this study were as follows; 1) Fashion involvement could be used as an importants segment variable and that attitude toward store attributes differed by the level of fashion involvement. 2) The high fashion involvement group preferred a downtown area in location, high fashion in fashionability and fashion couture quality in terms of product quality. On the other hand, the low involvement group preferred a residential area in location, basic staple goods in fashionability, and easy to care clothes in terms of product quality. 3) Five store attributes were grouped into two attribute groups: merchandising function (including product quality, assortment and fashionability) and store atmospheric function (including location and atmosphere). The results showed that the high fashion involvement group placed more importance on the store atmospheric function rather than the merchadising function. For the low fashion involvement group, the importance was reversed.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.103-128
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• 2013

When a consumer needs a product or service and multiple sellers are available online, the process of selecting a seller to buy online from is complex since the process involves many behavioral dimensions that have to be taken into account. As a part of this selection process, consumers may set minimum trust expectation that can be used to screen out less trustworthy sellers. In the previous research, the level of consumers' trust expectation has been anchored on two important factors: product involvement and perceived risk. Product involvement refers to the extent to which a consumer perceives a specific product important. Thus, the higher product involvement may result in the higher trust expectation in sellers. On the other hand, other related studies found that when consumers perceived a higher level of risk (e.g., credit card fraud risk), they set higher trust expectation as well. While abundant research exists addressing the relationship between product involvement and perceived risk, little attention has been paid to the integrative view of the link between the two constructs and their impacts on the trust expectation. The present paper is a step toward filling this research gap. The purpose of this paper is to understand the process by which a consumer chooses an online merchant by examining the relationships among product involvement, perceived risk, trust expectation, and intention to buy from an e-tailer. We specifically focus on the mediating role of perceived risk in the relationships between enduring product involvement and the trust expectation. That is, we question whether product involvement affects the trust expectation directly without mediation or indirectly mediated by perceived risk. The research model with four hypotheses was initially tested using data gathered from 635 respondents through an online survey method. The structural equation modeling technique with partial least square was used to validate the instrument and the proposed model. The results showed that three out of the four hypotheses formulated were supported. First, we found that the intention to buy from a digital storefront is positively and significantly influenced by the trust expectation, providing support for H4 (trust expectation ${\rightarrow}$ purchase intention). Second, perceived risk was found to be a strong predictor of trust expectation, supporting H2 as well (perceived risk ${\rightarrow}$ trust expectation). Third, we did not find any evidence of direct influence of product involvement, which caused H3 to be rejected (product involvement ${\rightarrow}$ trust expectation). Finally, we found significant positive relationship between product involvement and perceived risk (H1: product involvement ${\rightarrow}$ perceived risk), which suggests that the possibility of complete mediation of perceived risk in the relationship between enduring product involvement and the trust expectation. As a result, we conducted an additional test for the mediation effect by comparing the original model with the revised model without the mediator variable of perceived risk. Indeed, we found that there exists a strong influence of product involvement on the trust expectation (by intentionally eliminating the variable of perceived risk) that was suppressed (i.e., mediated) by the perceived risk in the original model. The Sobel test statistically confirmed the complete mediation effect. Results of this study offer the following key findings. First, enduring product involvement is positively related to perceived risk, implying that the higher a consumer is enduringly involved with a given product, the greater risk he or she is likely to perceive with regards to the online purchase of the product. Second, perceived risk is positively related to trust expectation. A consumer with great risk perceptions concerning the online purchase is likely to buy from a highly trustworthy online merchant, thereby mitigating potential risks. Finally, product involvement was found to have no direct influence on trust expectation, but the relationship between the two constructs was indirect and mediated by the perceived risk. This is perhaps an important theoretical integration of two separate streams of literature on product involvement and perceived risk. The present research also provides useful implications for practitioners as well as academicians. First, one implication for practicing managers in online retail stores is that they should invest in reducing the perceived risk of consumers in order to lower down the trust expectation and thus increasing the consumer's intention to purchase products or services. Second, an academic implication is that perceived risk mediates the relationship between enduring product involvement and trust expectation. Further research is needed to elaborate the theoretical relationships among the constructs under consideration.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1467-1477
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• 2008

This research examined how customers evaluate fashion brand collaborations in speculating the collaboration factors, product, model, and designer. Respondents evaluated 8 different collaborate case cards from 1 to 8, presenting a certain fashion brand, who had recently teamed up with various kinds of product companies for collaboration. Product was found as the most important factor in evaluating the collaboration case cards, analyzed through Conjoint Analysis. Respondents segmented additionally by clothing involvement valued different collaboration factors; products for the high clothing involvement group and messenger and designer for the low clothing involvement group. All the segments and respondents chose the best the card presenting blue jeans, Mr. Chang, and B.S. Choi, as similarity for products, fame for mdoel, and similarity for designer, respectively.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.1
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• pp.131-140
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• 2020

The purpose of this study is to derive various clues for the establishment of marketing strategies for companies that produce and sell high-involvement products for Millennials who are not the subject of current consumption but who will lead future consumption. For this purpose, this study aimed to derive 17 factors of high-involvement product selection attributes through FGI, and its relationship on repurchase intention after make a variable through PCA. A total of 158 valid questionnaires were used, and IPA, independent sample t-test, regression analysis, and hierarchical controlled regression analysis were performed. The results showed that overall, external and internal selection factors had a positive influence on repurchase intentions, and in particular, appealing to internal and external selection factors in order to promote repurchase intention. Meanwhile, the Millennials were found to have no gender difference. Therefore, the company producing and selling high-involvement products suggests that it is necessary to make a priority effort to secure brand awareness, trust in product producers, store trust, and product self-reputation as components of internal selection factors. It was also concluded that more strategic efforts were needed to focus on and appeal to the characteristics of the Millennial itself rather than to consider gender differences.

• Journal of the Korean Home Economics Association
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• v.30 no.1
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• pp.133-148
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• 1992

The purpose of this study are; 1) To identify the basic characteristics of consumers' purchasing styles according to the level of product involvement. 2) To analyze the statistical differences about each purchasing style characteristics according to the level of product involvement and demographic variables. 3) To develop the model format for a Profile of Consumer Purchasing Style Characteristics, which will provide basic data for consumer education. The university students in Taegu area were the subjects of the survey. the sample size analyzed in this study was 310. Data were analyzed by frequency, percentile, mean, standard deviation, factor analysis, t-test, ANOVA and Scheff -test as a post-hoc analysis. The major findings of this study can be summarized as follows; 1) consumers' purchasing style characteristics of Korean university students were identified as 8 purchasing styles. 2) Each purchasing style characteristics of Korean university students showed middle level.(average 5-7 paints) 3) The demographic variables which generally affect each purchasing style characteristics were age, sex and family income. 4) A Profile of Consumer Purchasing Style Characteristics was proposed on the basis of these results. The model format developed in this study will be appliable to consumer education.

• Asia pacific journal of information systems
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• v.20 no.4
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• pp.81-100
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• 2010

This study investigates the impact of website contents on Internet auction success. Based on the marketing concepts of stimuli, consumer behavior, and product involvement, the research model presents the theoretical relationships between the key factors of website contents and Internet auction performance. This study examines particularly four dimensions of website contents including transaction features, auction-specific features, seller's reputation, and information quality, which are deemed to have significant impact on the Internet auction performance, Each dimension of website contents is hypothesized to have a unique impact on a bidder's decision-making, which may vary depending on the bidder's level of involvement in the product. While transaction and auction-specific features serve as necessary components for successful auctions, a seller's reputation and information quality, as parts of satisfactory requirements, acutely affect bidders' decisions, especially those with high involvement to buy the product through a particular auction site. The outcomes of the analysis, in general, support the proposed model. The study results also provide meaningful Implications on ways in which auction websites can be improved for both sellers and auction service providers.

• The Journal of Society for e-Business Studies
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• v.8 no.4
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• pp.33-51
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• 2003

The primary objectives of this study were, using data from Internet users in Korea, to determine users' preference of banner ad through two ad properties; ad presentation type (text vs. image) and ad content (product information vs. prize information) by incorporating the level of involvement into research design. Using within-group experimental design by means of subjects' web-based participation in the study, the study result showed that image-based banner ad was significantly preferred to text-based banner ad. It was found that the level of ad involvement had a significant impact on the preference of banner ads. Also it was found that image-based banner ad had a greater effect on ad preference than text-based banner ad in low involvement situation only, Finally, image-based banner ad was consistently preferred to text-based banner ad regardless of involvement level when the banner ad was product oriented. The study findings suggest that adoption decisions regarding banner ad presentation type and banner ad content should be based on the knowledge of both the level of consumer's ad involvement and the interactive effects between ad presentation and ad content.

• Journal of Distribution Science
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• v.9 no.1
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• pp.39-48
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• 2011

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage. Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value-such as perceived acquisition value and perceived transaction value-in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer's willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people eventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.127-136
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• 2008

The main focus of the study resides in antecedents of price acceptability. Levels of acceptable price may be related to the consumers' perception on reasonable or expected price. Price acceptability is known to have several psychological antecedents. One of the antecedents to price acceptability reported by prior researches is price-quality inference, a tendency to correlate high price to excellence in quality. In addition, price-conscious consumers are likely to show lower level of price acceptability level. Another well-known antecedent is sale proneness. Sales-prone consumers may relate price of apparel products to product quality information. Moreover, it was reported that involved consumers should be more concerned with the products to its price and thus should have higher levels of price acceptability. A conceptual model with price consciousness, sale proneness and product involvement as the exogenous variable, price-quality inference and price acceptability as the endogenous variable was developed for the empirical study. Measures of research variables were developed based on previous studies. Questionuaires from 298 respondents were analyzed for the study. The average age of respondents was 27. About 60% of the respondents were married and about 65% of them had college degrees. Empirical results supported all of the hypothesized relationships. Price consciousness had significant negative influence on price-quality inference and price acceptability. Sale proneness significantly influenced price-quality inference, while apparel involvement had significant impact on price-quality inference and price acceptability. Price-quality affected price acceptability significantly. This study generated a framework to help scholars understand antecedents of price acceptability of apparel products. Price has been shown to playa dual role in consumer's perceptions, either positively or negatively. Price consciousness played a negative role, and product involvement had a positive role in evoking higher level of price acceptability. This study also suggests additional source of positive, yet indirect role of price, sale proneness. This study also affirmed the importance of price-quality inference in arousing higher level of price acceptability.