• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.81-88
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• 2022

The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.108-116
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• 2016

Halal market has been growing tremendously recently. The food products occupies the most share in the Halal market category. The phenomenon could be explained by the increased number of consumer among Halal products. Apart from Muslims, who consumes Halal product due to religious obligations, it is assumed that non-Muslims have also started consuming Halal products, especially food items. Halal food products have been perceived as safer, animal friendly and environmental sustainable. Hence, the awareness of Halal principles, Islamic Brand, moral obligation animal welfare and food safety have been studied in this research in order to investigate the influence of Halal food product purchase intention among non-Muslim consumer using quantitative research method. Food safety has been identified to be the most significant in predicting the purchase intention of Halal food product. Furthermore, future studies are suggested to include additional variables such as habit and self-awareness.

• Korean Journal of Human Ecology
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• v.21 no.5
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• pp.1005-1016
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• 2012

Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.

• Land and Housing Review
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• v.3 no.4
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• pp.323-331
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• 2012

The importance of corporate social responsibility has been more highlighted recently for the sustainable management of the company. The purpose of this study is to empirically find out if the effects of CSR activities on public corporation are shown as same as they are on the private companies which have been verified in the previous studies. We set 'CSR activities' and 'Brand Image' to the independent variables and 'Corporate favorableness' and 'Purchase intention' to the dependent variables. The empirical analysis results are as follows. We have found that high positive causal relations are shown in 'CSR activities' ${\rightarrow}$ 'Corporate favorableness', 'CSR activities' ${\rightarrow}$ 'Purchase intention' and 'Brand image' ${\rightarrow}$ 'Corporate favorableness', 'Brand image' ${\rightarrow}$ 'Purchase intention'. Therefore just as product related 'Brand image' influences positively on purchase intention, the CSR activities have positive influence on product purchase intention and on the whole corporate image as well.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.3
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• pp.607-620
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• 1997

The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.524-537
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• 2019

The aim of this study was to explore the effect of combinations of diverse methods notifying price discounts (i.e., reference price, odd price, and discount rate signs) and the relationships among product attribute perception, discount perception, attitude toward product, and purchase intention of product. Experiments were conducted where 12 stimuli of different price discount information notifications regarding T-shirt advertisements were presented to 352 informants. The results showed that notification of each type of discount information increased discount perception, whereas no effect due to the size of letters used in the discount rate notification was found. As more price discount information notifications were used, discount perception tended to become stronger. The results of ANOVA analysis show that both product attribute perception and discount perception affected attitude toward the product. In addition, product purchase intention was determined by attitude toward the product as well as price discount perception. Based on these findings, marketers may want to use a combination of methods of price discount notifications in advertisements to deliver price discount information clearly to consumers. Confirmation of discount information using multiple cues would help consumers to notice and perceive price discount information provided by retailers more effectively. Discount information is crucial for increasing both purchase intention and favorable attitude, therefore, diverse strategies regarding discount information presentations should be developed, tested and applied in the real world of retailing.

• Korean Journal of Agricultural Science
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• v.49 no.3
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• pp.667-678
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• 2022

A characteristic of a region's environmental resources is the competitiveness of local agricultural products. This study explores methods of making locally produced agricultural products appealing to consumers. We looked at ways to appeal to consumers by using the image of environment resource and environment-agriculture product image congruence. The relationships of two dimensions of environmental image, perceived quality and purchase intention, are examined. From the results of the study, both the image of environment resource and environment-agriculture product image congruence have a positive effect on purchasing local agricultural products through perceived quality. This study tried to ascertain which of the two dimensions of the environmental image factor is more effective in terms of consumer appeal for local agricultural products. As a result, both the image of environment resource and environment-agricultural product image congruence are found to have a positive effect on the purchase intention of consumers through perceived quality. By comparing the paths of the two dimensions it is found that the method of appealing to consumers by using the environment-agriculture product image congruence is more effective. The results of this study present an effective method of making locally produced agricultural products appealing to consumers and suggest an effective strategic direction for selling local agricultural products.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.447-458
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• 2012

Korean wave which started from Korean drama is continuing its popularity with K-pop in China. This positive effect has lead to increases in Korean product export to China, increase in number of Chinese visitors to Korea and increase in number of Chinese population learning Hangul. In this research, empirical study was conducted to analyze the influence of Korean wave contents (drama, movie, K-pop, games) on Chinese population (their intention to purchase Korean product, visit Korea and learn Hangul.) As the result, it is understood that the most influential Korean wave content on Chinese population's intention to purchase Korean cosmetic and clothing products is drama; it is analyzed that K-pop has noticeable influence as well. Korean drama has the greatest influence on Chinese population's intention to visit Korea, purchase cosmetic or plastic surgery tour package and purchase Korean food. K-pop is analyzed as the second most influential factor among Korean wave contents in this category. Korean wave contents which have the most influence on intention to learn Hangul are Korean drama and K-pop, and it is analyzed that K-pop has greater influence than Hangul in this field.

• Journal of the Korean Society of Food Culture
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• v.35 no.3
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• pp.256-264
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• 2020

This paper provides basic data for product developers by investigating the consumption status, consumer perception, and consumer demand on products using Aster Yomena. Two hundred ninety-five people over 20 years of age were analyzed according to gender and age. In the purchase of Aster Yomena products, men were the higher purchasers except for powder. In age, noodles, wild vegetables, jangajji, tteok, and powder were consumed by those older than 30 years. In an analysis of purchase when developing Aster Yomena products, the male purchase intention was higher in all items except for kalguksu in the staple, and male purchase intention was higher in only bibimbapseasoning among aster powder addition sauce and all items in dessert. The purchase intention of those older than 30 years was higher in all items of staples, aster powder addition sause and sause The purchase intention of those older than 30 yearse was higher in green vegetables juice and milk tea among drink, and all items except ice cream among dessert. An analysis of the popularization of Aster Yomena revealed higher perceptions of men in the medium (TV, internet, online cafe, agro-fishery market), experience program (area tourism, exposition), and product development (convenience food, recipe development). The medium (agro-fishery market), experience program, and product development were more recognized in their 30s or more. The products with aster yomana require the most effective marketing to men 30 years and older, and require a strategy that will interest those in their 20s.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.