• 한국의류학회지
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• 제40권6호
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• pp.1010-1024
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• 2016

This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall web-site. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.

• Journal of Information Technology Applications and Management
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• 제27권1호
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• pp.173-186
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• 2020

This study examines the effect of congruity between product and TV reality show on purchase intention of Chinese consumers. A total of 110 respondents from Chinese consumers were collected using online surveys. The results were analyzed by SPSS 22.0. Multiple Linear Regression and process analysis were used to test the hypotheses. This article found that congruity between product and TV reality show, attitude toward product placement and recall of product affected consumers' purchase intention. In addition, the frequency of consumer watching TV reality show and familiarity of product moderated the attitude toward product placement and recall of product. This study provides useful implications for sponsors to select product placement as one of their marketing promotion tool.

• 한국생활과학회지
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• 제18권6호
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• pp.1237-1246
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• 2009

This study was designed to identify and compare the consumption value and interest in appearance with regard to the comparison of men's cosmetics purchase decision factors. We conducted a survey among 259 men who have experienced the re-purchase of men's cosmetics. All data was analyzed with the SPSS Windows 17.0 program in terms of frequency, percentage, means, standard deviations, paired-t test, Cronbach $\alpha$, factor analyses, and multiple regression. In summary, three findings emerged from this study. First, men's cosmetics purchase decision factors included two subfactors: product quality factors (price, quality, skin compatibility, fragrance) and image factors (trend, brand image, consciousness of others, diversion). Second, a paired-t test revealed that the consideration toward the image factors of a first time purchase decision was lower than the re-purchase decision factors. However the consideration toward the product quality factors of a first time purchase decision was not different from the re-purchase decision factors. Third, the product quality factors were positively influenced by distinction factors of appearance and functional value. And social value, emotional value, and curiosity value were found to be effective in the image factors at the first time of purchase and re-purchase. Also, the product quality factors of re-purchase decisions were influenced by the satisfaction of the first time purchase. This study will contribute to provide some information for marketers in understanding men's cosmetics purchase decisions and to offer basic data for marketing strategies and product development.

• 마케팅과학연구
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• 제17권2호
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• pp.75-97
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• 2007

Less than 3% of India's food basket, consists of processed food, therefore processed food can be viewed as an innovation or new product to Indian consumers. This research investigates the effects of product familiarity and reference groups on Indian consumers' attitudes and purchase behavior of new processed food products. For the study, the model is developed by modifying Cambel and Goodstein's (2001) "Moderate Incongruity Effect" to include important cross-cultural influences on attitudes and purchase decisions among Indian consumers. Empirical analysis was conducted through structural equation modeling (SEM). SEM results indicated that reference group influence has a stronger positive effect on consumers' attitudes and actual purchase behavior of more familiar processed foods than of less familiar processed food. In addition, attitudes have a stronger positive effect on consumers' actual purchase of more familiar than of less familiar processed foods.

• Asia Marketing Journal
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• 제24권3호
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• pp.131-140
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• 2022

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image have a significant positive impact on consumers' intentions to buy foreign goods. Furthermore, consumer ethnocentrism significantly moderates product quality and purchase intention relationships. The study's findings could help marketers develop effective marketing techniques while also being helpful to academics and consumers in general.

• 식품보건융합연구
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• 제9권3호
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• pp.1-9
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• 2023

Nowadays, with the development of the internet and e-commerce, opening tea shops online has become an increasing choice for selling tea. However, the product page information of many online tea shops cannot effectively attract consumers, resulting in their profits being compromised. To investigate this, we conducted this paper and hope to provide effective suggestions. This paper is based on 229 questionnaires and selects the product page information of online tea shops as the research object. Using the four dimensions of perceived value theory as independent variables with consumer purchase intention as the dependent variable. A structural equation model was constructed to analyze the role of the perceived value of product page information in online tea shops how influencing consumers' purchase intentions. It was found that information on the perceived functional value of online tea shops did not have a significant positive effect on consumer purchase intentions. However, information on the perceived monetary value, perceived social value, and perceived emotional value of online tea shops had a significant positive impact on consumers' purchase intentions. Based on the above conclusions, online tea shops should focus on the expression of product page information to enhance the level of consumers' perceived value of tea products, thereby enhancing their intention to purchase tea products.

• 아태비즈니스연구
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• 제14권1호
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• pp.247-263
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• 2023

Purpose - The purpose of this study is to examine the influence of the compulsive hoarding behavior of consumers on the intention to purchase hedonic and utilitarian types of products. Design/methodology/approach - The online and offline survey was conducted and a total of 210 domestic data were collected. Simple and multiple regression analysis and ANOVA were conducted to analyze the data. Findings - First, the consumers'compulsive hoarding behavior had a significantly positive influence on the purchase intention. According to the analysis results of the sub-factors, however, only 'Difficulty Discarding' had a significant influence on the purchase intention, while 'Clutter' and 'Acquisition' did not. Second, as the results of identifying the moderating effect by product type in the purchase intention in accordance with the consumers'compulsive hoarding behavior, their compulsive hoarding behavior had a significant influence on only the intention to purchase hedonic products but not on the intention to purchase utilitarian ones. Similarly, the results of analyzing the sub-factors showed that only'Difficulty Discarding' significantly influenced the intention to purchase hedonic types of products, but 'Clutter' and 'Acquisition' were not significantly influential to both the hedonic and utilitarian types of products. Research implications or Originality - First, this study is meaningful in that it expanded the research discussion on compulsive hoarding behavior by conducting empirical research on this behavior in the general public, which is unlike the previous studies that focused on only severe pathological compulsive hoarding behavior. Second, it identified that the consumers'compulsive hoarding behavior could cause purchase behaviors that were different depending on the type of product by searching the purchase intention with divided types of products (hedonic and utilitarian).

• 한국의류학회지
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• 제25권6호
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• pp.1100-1111
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• 2001

The purpose of this study was to develop fashion On-line store attributes for fashion On-line shopping mall and to identify significant On-line store attributes, influencing consumers'purchase intention of interned fashion product shopping. A questionnaire was administered to 456 adults who had purchasing experience at fashion On-line shopping mall. SPSS 9.0 package was used for data analysis. Factor analysis, $X^2-test$, t-test, frequency, percentage, one-way ANOVA, multiple regression analysis were utilized. The results were as follows; 1. The On-line store attribute dimensions of fashion On-line shopping mall were tangibility, variety, marketing promotion, responsiveness, reputation, price and convenience. 2. The purchase experienced consumers showed higher purchase intention of Internet fashion product shopping and highly perceived about all sub-factors, except reputation. in On-line store attributes that have significantly positive influence on fashion On-line shopping attitudes. The purchase experienced consumers showed more favorable attitudes toward Fashion On-line shopping than non purchase experienced consumers. Attitudes toward Fashion On-line shopping have directly impact on purchase intention of Internet fashion product shopping.

• The Journal of Asian Finance, Economics and Business
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• 제8권10호
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• pp.165-176
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• 2021

The primary purpose of this study is to identify determinants influencing Vietnamese consumers' purchase intention towards Japanese convenience goods. The research model consisting of six factors affecting the dependent variable is proposed based on the Theory of Consumption Values and Theory of Perceived Value of purchase. This study employs a survey method in a convenient sampling method to collect data of target respondents. Data consisting of 180 samples was collected and analyzed using the SMARPLS3 software. The measurement model is assessed to confirm the validity and reliability of the construct, then hypotheses testing is performed with Bootstrapping analysis. The results demonstrated that five factors affect Vietnamese consumers' purchase intention towards Japanese convenience goods, including the price of the product, quality of the product, functional value, emotional value, and conditional value. Major findings of this study suggest that the functional value that consumer perceives about Japanese convenience goods has the most significant relationship with their purchase intention, followed by the quality of the product and the price of the product. Besides, emotional value and conditional value have a moderate influence on consumers' purchase intention. Whereas the influence of the epistemic value of the product on consumers' purchase intention is insignificant in this presented study.

• 한국IT서비스학회지
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• 제8권2호
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• pp.205-228
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• 2009

This paper examines how online product information changes the customers' purchase intentions from subjectivity-objectivity dichotomy perspective. Quality and Preference are proposed as product evaluation criteria and their marginal changes with product information differentiation are hypothesized. An experimental survey was conducted to 57 subjects and the hypotheses were partially supported through PLS path comparison method. The study contributes to IS research by proposing a simple and effective product evaluation framework and by abstracting the impact of product information from other factors. Finally, we suggest the utilization of product information with the optimization of the cost-benefit structure between information and purchase intention.