• 한국IT서비스학회지
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• 제21권4호
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• pp.123-140
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• 2022

In the ever-increasing online secondhand product market, the perceived risk of online used products purchase was identified as a factor influencing consumer purchase intention. The results of this study are as follows. First, the relationship between the perceived risk of online secondhand purchase and purchase intention was presented with somewhat different results for each sub-risk factor. First of all, a significant negative causal relationship between physical risk, time loss risk, psychological risk, social risk and online used product purchase intention was verified. On the other hand, financial risk and functional risk did not show a statistically significant relationship with online used products purchase intention. Second, as a result of research on the moderating effect of purchasing experience, offline purchasing experience of used products and online purchasing experience were verified differently. First of all, the moderating effect of the online purchase experience of used products was significant only in the relationship between psychological and social risks on the intention to purchase used products online. The experience of purchasing used products online is believed to reduce uncertainty about the surrounding response to purchasing used products online and weaken the intention to purchase used products online by reducing tension and concerns about purchasing them. Other risks, such as financial risk, performance risk, physical risk, time loss risk, and online purchase experience of used products, were verified to have no significant effect on online used products purchase intention. In addition, the offline purchase experience of used products did not verify a significant moderating effect on the effect of all perceived risks on online used product purchase intention.

• 한국컴퓨터정보학회논문지
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• 제24권7호
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• pp.53-60
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• 2019

With the gradual in-depth use of social elements, music social networking has attracted more and more attention and discussion in the industry. Therefore, starting from the user experience theory and purchase intention theory, this paper explores the mechanism of user social experience and purchase intention in mobile music applications, and adds the mediating role of brand attachment on the basis of literature research. Based on previous studies on user experience measurement of social network and evaluation report of mobile music applications in the industry, and combined with in-depth interviews of users, whether the user experience of mobile music applications, which pays more and more attention to social elements, has an impact on purchase intention or not? What specific social experience can help form purchase intention? Are mediating variables at work? In practice, a total of 398 formal questionnaires were collected to obtain first-hand data. Later, reliability analysis, factor analysis and structural equation model test were carried out successively to verify the hypothesis. According to the results of empirical research, firstly, content experience, atmosphere experience and interactive experience in users' social experience of mobile music applications have a significant impact on brand attachment, secondly, atmosphere experience has a significant impact on purchase intention, and thirdly, brand attachment has a significant impact on users' purchase intention. Fourthly, brand attachment plays an intermediary role in the relationship between users' atmosphere experience and content experience and purchase intention. Based on the above research conclusions, the author puts forward corresponding marketing strategy Suggestions, which have certain guiding significance for mobile music applications to improve users' purchase intention, and have certain reference significance for the development of mobile music applications and the expansion of business model.

• 한국의상디자인학회지
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• 제17권4호
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• pp.131-144
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• 2015

The object of this study was to find out the influence of female consumers' cosmetics purchase experience on image-making efficacy and cosmetics pursuit benefits. Total 405 surveys of women working at the industrial complex in Daegu-Kyoungbuk area were used for data analysis. Frequency, factor analysis, reliability analysis, regression analysis, and ${\chi}^2$-test were used for data analysis. Our findings are as follows. Cosmetics purchase experience of female consumers had factors as recognition experience, relationship experience, emotional experience, visit experience, and sensual experience. The factors of image-making efficacy were self-confidence in displaying, ability of facial expression and display ability while those of cosmetics purchase experience turned out to be trend/brand pursuit, appearance improvement pursuit, functionality pursuit and economic feasibility pursuit. Cosmetics purchase experience was found to have significant effects on the factors of image-making efficacy, and cosmetics purchase experience on factors of cosmetics pursuit benefits. The differences by ages variable was examined with relation to the level of make-up and how they chose products when buying.

• 한국의류학회지
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• 제30권8호
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• pp.1188-1198
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• 2006

This study recognizes that individual's experience is important in change over Internet fashion consumers to Internet users, and find out fashion consumer's flow experience in Internet shopping of the fashion merchandise. Also, the purpose of this study is to analyze whether flow experience and perceived utilitarian value have an effect on Internet purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted out from June 20 to July 30 in 2005, and an subject of study was married women aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 306 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. 3 hypotheses were accepted, the result of this study were as follows: First, a married women aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls were skilled Internet enough to regarding Internet shopping as an easy thing, and was challenged in Internet activity. Their Internet skills, challenges and interaction had an effect on flow experience and perceived utilitarian value. Therefore, the more Internet skills, challenges. and interaction were higher, the more flow and utilitarian value about Internet shopping was higher. Second, a married women aged from 20s to 30s were high-purchased group of the fashion merchandise to Internet shopping malls, and had a repurchase intention in Internet shopping mall within the purchase experience of the fashion merchandise. Their flow experience and perceived utilitarian value had an effect on Internet purchase intention of the fashion merchandise. Therefore, the more flow experience and perceived utilitarian value were higher, the more Internet purchase intention of the fashion merchandise was higher.

• 대한가정학회지
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• 제42권11호
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• pp.151-165
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• 2004

The purpose of this study was to investigate the influence of adolescent's environmental education experience and peer group on pro-environmental consumption behavior The survey study administered 610 questionnaires to general high school students in Daegu. The main findings of this study were as follows. First, adolescent's pro-environmental purchase behavior was positively correlated to the degree of participation in environment-related events in school, the mother's pro-environmental purchase, use and disposal behavior and environment education experience in society, while the peer group's pro-environmental purchase was positively correlated to use and disposal behavior Also adolescent's pro-environmental use behavior was positively correlated to the mother's pro-environmental purchase, use and disposal behavior, the peer group's pro-environmental purchase, and use and disposal behavior. Adolescent's pro-environmental disposal behavior was positively correlated to the degree of participation in environment-related events in school, the mother's pro-environmental purchase, use and disposal behavior, environment education experience in society, the peer group's pro-environmental purchase, and use and disposal behavior. Second, adolescent's pro-environmental purchase behavior was influenced to the greatest extent by the peer group's pro-environmental purchase behavior, followed by the mother's pro-environmental purchase behavior and use behavior, and to a lesser extent, tv environment education experience in society. Also adolescent's pro-environmental use behavior was influenced to the greatest extent tv the mother's pro-environmental use behavior, followed by the peer group's one, and to a lesser extent, by the mother's pro-environmental disposal behavior. Adolescent's pro-environmental disposal behavior was influenced to the greatest extent by the mother's pro-environmental disposal behavior, followed tv the peer group's one, the mother's pro-environmental purchase behavior and, to a lesser extent, by the degree of participation in environment-related events in school.

• 한국의상디자인학회지
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• 제23권1호
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• pp.19-36
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• 2021

Real-time two-way communication has become an important factor in the relationship between consumers and broadcasters in the Live Commerce environment. To clarify, the relationship of the factors, and the effect of Live Commerce's on consumer purchase intention were examined. In addition, the role of Wanghong, who broadcasts Live Commerce and Co-experience that occurs between consumer and broadcasters influences consumer purchase intention. An online survey method was conducted for 403 subjects in their 20s that were Live Commerce users in Shanghai, Beijing, and Guangzhou, China. The number of final the data used for the analysis was 274 and anlaysis was conducted using SPSS 26.0 program and a Sobel test was employed. Based on the analysis of the data, it was found that Live Commerce's characteristics consisted of interactivity, security, and Wanghong's characteristics consisted of honesty, originality, and expertise. Also, it revealed that Co-experience was consisted of responsiveness and vividness. Second, for Live Commerce's characteristics, the Wanghong's characteristics, and Co-experience had a positive effect on the consumers' purchase intention. Third, the Wanghong's characteristics and vividness, a factor of Co-experience, had significant mediating effects on the relationship between Live Commerce's characteristics and the consumers' purchase intention. Finally, responsiveness of Co-experience had a noteworthy mediating effect on the relationship between the interactivity of Live Commerce's characteristics and the consumers' purchase intention. This study confirmed the important role of Live Commerce's characteristics, the Wanghong's characteristics and Co-experience in relation to the consumers' purchase intention. In addition, the Wanghong's characteristics and Co-experience were proposed as a significant mediating factors.

• International journal of advanced smart convergence
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• 제11권1호
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• pp.76-86
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• 2022

The purpose of this study is to provide insights into live streaming consumer purchase intention by drawing on congruence between consumer and influencer factors and live shopping contents factors during the spread of COVID-19. We surveyed 348 individuals who have watched Fresh Hema's live streaming. SPSS and AMOS were used for data analysis. We determined that only actual congruity between influencer and consumer significantly influenced the consumer social experience. On the other hand, both the informativeness and entertainment value of live shopping contents positively impacted the consumer social experience. Additionally, social experience was significantly related to consumer co-experience and purchase intention. Moreover, the significant mediation effect of social experience was found amongst congruence between consumer and influencers, live shopping contents, co-experience, and purchase intention.

• 복식문화연구
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• 제21권6호
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• pp.810-826
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• 2013

The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.

• 한국콘텐츠학회논문지
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• 제17권3호
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• pp.643-653
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• 2017

본 연구는 트랜스미디어의 관점에서 브랜드 경험이 브랜드 이미지, 브랜드 선호도, 구매의도에 미치는 영향을 분석하는 것을 목적으로 한다. 트랜스미디어 경험이란 여러 매체를 넘나들며 자신이 필요한 콘텐츠를 향유하는 행동을 말하는데 현재 디지털 컨버전스 환경에 따라 다양한 브랜드 경험 커뮤니케이션 활동이 펼쳐지고 있다. 이에 본 연구는 대표적인 트랜스미디어 사례인 박카스 셀프 스캐너 체험자 119명을 대상으로 Smart PLS를 이용하여 구조방정식 모형으로 분석하였다. 분석결과, 첫째 브랜드 경험은 브랜드 선호도와 브랜드 이미지, 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드 이미지는 브랜드 선호도와 구매의도에 정(+)의 영향을 미치는 것으로 나타났으며, 셋째, 브랜드 선호도는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구 결과는 브랜드 경험이 브랜드 이미지, 브랜드 선호도의 매개적 효과뿐만 아니라 직접 효과로서 구매의도에 영향을 미친다는 점과 브랜드 이미지가 브랜드 선호도와 구매의도에 영향을 미칠 수 있음을 실증적으로 증명했다는 점에서, 향후 브랜드 경험과 브랜드 이미지에 관한 전략적 시사점을 제공해줄 수 있을 것이다.

• 복식문화연구
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• 제27권2호
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• pp.109-122
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• 2019

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.