• International Journal of Costume and Fashion
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• v.10 no.2
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• pp.15-36
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• 2010

This study aims to examine if a consumer's evaluations of and purchase intentions towards textiles and apparel-related cultural products are influenced by their culture, as indicated by their nationalities. Additionally, several psychological variables, such as novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture were included in the analyses to compare the relative importance of cultural influences with the importance of individual characteristics. To conduct a quantitative analysis, we collected data from 400 female consumers in two countries: 200 from the USA and 200 from China. Key findings showed that, nationality and novelty-seeking were found to have a strong influence on purchase intention when product evaluation variables were not included. Evaluation of appearance and Northeast Asian design emerged highly significant predictors of purchase intention for Korean cultural products, regardless of the product type. Cross cultural comparative research on cultural product evaluations is extremely rare. This study focused on groups of consumers residing in the US and China and asked them to evaluate a series of textiles and apparel-related cultural products produced in Korea.

• Human Ecology Research
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• v.55 no.2
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• pp.153-166
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• 2017

This study examined the effects of the cognitive and affective country image of Korea on product evaluation and purchase intention for Korean products. The research model was developed from relevant literature based on the halo effect model and data was collected using a self-administered online survey of 772 Southeast Asian consumers from Vietnam, Indonesia, and Malaysia. The major findings are as follows. First, analysis of variance revealed that Vietnam consumers have a significantly positive perception compared to Indonesia and Malaysia, regarding the affective country image and purchase intention towards Korean products. Second, results from structural equation model showed that the affective country image has significantly positive effects on product evaluation and purchase intention, which means the affective country image is directly and indirectly connected to purchase intention towards Korean products. However, cognitive country image only has an indirect effect on purchase intention. Third, the results of comparing path coefficient among three countries showed that the direct effect is more effective for consumers in Indonesia and Malaysia, whereas indirect effect has a stronger effect on consumers in Vietnam. Academically, this study contributes to an expansion of understanding the effects of country image by empirically proving the different roles of cognitive and affective dimensions for country image. This study provides practical implications for developing marketing communication strategies for businesses that hope to penetrate Southeast Asian countries.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.125-139
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• 2018

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers' control over purchase behaviors through reducing barriers generated by insufficient product information.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.3
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• pp.161-176
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• 2012

This study aims to find out the influence of satisfaction of the product and shopping mall attributes on mall reliability, repurchase intention, and recommendation intention in internet open market. For this purpose, this study surveyed 266 male and female consumers in their 20's~40's for empirical analysis who have ever purchased clothing through internet open markets. Respondents are selected using the convenience sampling through online survey in August 2011. For statistical analysis, descriptive statistics, reliability analysis, factor analysis, t-test, ANOVA, and regression analysis are carried out using SPSS for Windows 12.0. The results are as follows; First, it was identified that there were Significant differences in consumers' satisfaction on product and shopping mall attributes according to purchase price, degree of purchase, and the demographics. Second, it was identified that performance, sewing condition, the stability of the form, texture, harmony with other clothes, the response of people, fashionability, seller, origin, detailed explanation on products, interaction with shopping malls, and ease-of-use have significant influence on the reliability of open market. Third, it was identified that easiness to be active in, the stability of the food, design, suitability to T.P.O, price, origin, detailed explanation on products, product assortment, reputation of shopping malls, ease-of-use, and delivery charge policy have significant influence on the repurchase intention. Fourth, it was identified that easiness to be active in, the stability of the form, design, suitability to T.P.O, price, origin, detailed explanation on products, product assortment, reputation of shopping malls, ease-of-use, and delivery charge policy have significant influence on the intention to recommend.

• Journal of Convergence for Information Technology
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• v.10 no.4
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• pp.168-174
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• 2020

This study studied the influence of beauty influencers, who act as supporters of cosmetics companies, on the purchase intention of cosmetics by consumers using Instagram content. To this end, we focused on the influence of demographic characteristics of consumers exposed to product evaluation contents of beauty influencers acting as cosmetics company supporters on purchase intention. The research data questionnaire surveyed a total of 15 items in 237 parts. Frequency analysis, factor analysis, independent t test, ANOVA, and multiple regression analysis were used for data analysis, and SPSS 23.0 was used for analysis. As a result of researching purchase intention according to product introduction through Instagram contents of a specific account HAJIN_21 Beauty Influencer, gender did not have a statistically significant positive effect, and final education was statistically influenced on purchase intention. It was found to have a significant positive (+) effect. As a result, it was found that final education was an important factor in purchase intention. Furthermore, it is expected that this study can be used as a basic data in the direction of promotion using cosmetics companies supporters.

• Journal of the Korean Society of Costume
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• v.59 no.4
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• pp.54-66
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• 2009

An empirical study was conducted on fashion cultural products with Korean image, targeting Korean and American consumers. Its purpose was to identify Korean and English consumers' attitude and purchase intention and to compare difference of its influence factor toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using on-line questionnaires was targeted at American and Korean consumers. A total of 400 responses were used in the analysis. Results of data analyses using SPSS 13.0, are as following. First, for American consumers, uniqueness-seeking had a positive effect on attitude toward of cultural product with Korean image, followed by service of salespersons, change-seeking, and appearance of salespersons. For Korean consumers, easy accessibility was significantly related to attitude. Second, for American consumers, uniqueness-seeking and appearance of salespersons had a significant influence on the purchase intention of the cultural product with Korean image. For Korean consumers, no attributes were related to purchase intention. This research about fashion cultural products that will compete in the global market presents exploratory information targeting domestic and foreign consumers and will contribute to the strategic aspect of newly growing high-added-value industries.

• Fashion & Textile Research Journal
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• v.12 no.6
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• pp.755-763
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• 2010

This study was intended to identify the persuasion effects according to social proof message type and product type in the context of online cosmetic advertising. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(social proof message type: attitudinal social proof message, behavioral social proof message)${\times}$2(product type: hedonic product, utilitarian product) factorial design. A total of 160 questionnaires allocating forty students to each group were distributed. The results were as follows. First, behavioral social proof message showed more effective than attitudinal social proof message in advertisement attention, click-through intention and purchase intention. Second, utilitarian product showed more effective than hedonic product in advertisement attention, click-through intention and purchase intention. Third, there was interaction effect according to social proof message type and product type on the aspect of click-through intention.

• Asia Marketing Journal
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• v.13 no.3
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• pp.209-231
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• 2011

Internet is having strong impact on the consumer's decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in the causal relation between the valence of online reviews and purchase intention is tested. In case of positive WOM, it is predicted that purchase intention for high involvement products is higher than that of low involvement. In case of negative WOM, purchase intention for high involvement product is lower than that of low involvement product. And this study invetigate the moderating role of regulatory focus. In case of positive WOM, it is predicted that promotion focus oriented consumers have higher purchase intention than prevention focus oriented consumers. In case of negative WOM, prediction is that prevention focus oriented consumers have lower purchase intention than promotion focus oriented consumers. Then we examine the moderating role of self efficacy in the causal relation between the valence of online reviews and purchase intention. In case of positive WOM, it is predicted that consumers with low self efficacy have higher purchase intention than consumers with high self efficacy. In case of negative WOM, it is predicted that consumers with low self efficacy have lower purchase intention than consumers with high self efficacy. Emprical results support our prediction and four hypotheses derived from our conceptual framework are all accepted. This study suggest that the level of product involvement, consumer regulatory focus and the level of self-efficacy influence the consumer responses of the valence of online reviews. Therefore marketers need to manage online reviews based on the level of product involvement, regulatory focus orientation and the level of self-efficacy of target consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.1161-1179
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• 2022

In this study, the effects of show host's verbal communication subfactors, such as paralanguage, friendliness, and professionalism, as well as nonverbal communication subfactors, such as demonstration attitude, appearance, and attractiveness, on purchase intention were examined by evaluating customer empathy and product reliability. Data was collected from 20s-50s females. SPSS 23.0 and AMOS 23.0 were used for data analysis. The results revealed that professionalism and friendliness had a positive impact on customer empathy; however, friendliness had a negative impact on product reliability. Moreover, nonverbal communication subfactors had a positive impact on empathy, and appearance had a positive impact on product reliability. In contrast, attractiveness had a negative impact on product reliability, whereas empathy and product reliability had a positive impact on purchase intention. Thus, ensuring appropriate verbal and nonverbal communication is essential for customer empathy and product reliability. Given that a show host's friendliness, professional verbal communication, demonstration attitude, appearance, and attractiveness have a positive impact on customer empathy, these factors should be considered critical qualities of show hosts.

• The Journal of Asian Finance, Economics and Business
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• v.4 no.3
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• pp.75-83
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• 2017

This paper examines key determinants and the effect of country-of-origin on customer's purchase intention of functional food and dietary supplement product in Vietnam. Exploratory study was identified to evaluate personal and social factors on customer's buying behavior. Twenty-eight reflective constructs were adapted from literature and designed by using a seven-point Likert scale to facilitate measurement. By using non-probability convenience sampling, data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square structural equation modeling (PLS-SEM) as a technique employed to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers' purchase intention. Customer's perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers' mind, the higher consumers' purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers' purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer's intention to purchase functional food and lead to managerial implications for business strategies.