• Journal of Korea Trade
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• v.23 no.5
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• pp.102-117
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• 2019

Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology - This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings - The results display that, in terms of Russian consumers' perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value - This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

• Journal of Digital Convergence
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• v.7 no.3
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

• Journal of Distribution Science
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• v.14 no.9
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• pp.65-72
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• 2016

Purpose - This study is to examine the effect of Korean Wave (Hallyu) towards consumer purchase intention of Korean Product in Indonesia. In addition, this study also investigates the image of Korea whether it can give an impact on Indonesian consumers' intention to purchase Korean Products. Research design, data, and methodology - A total of 227 respondents from Indonesian consumers were collected using online surveys. The results from this survey were analyzed using principal component analysis (PCA) to identify each of the factors. Multiple regression and process analysis (designed by Andrew F. Hayes) were conducted to test the hypotheses. Results - This research found that 'Korean Wave', 'Ethnocentrism', and 'Country-of-Origin Image' significantly affected consumer purchase intention towards Korean Products in Indonesia, while 'Country Image' on the purchase intention was not significant affected the purchase intention. Conclusions - Study findings provide useful information for business practitioners and government to develop and maintain the use of Korean Wave in the business and marketing fields. By only referring to the image of country, it will be difficult for the consumers to decide whether they want to purchase the products or not. In other words, the favorable image of Korea, usually represented by high level of industrialization and economy, is more likely to be enhanced by favorable image of product and Korean cultural wave.

• Journal of Distribution Science
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• v.18 no.6
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• pp.37-46
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• 2020

Purpose: This research aims to explain the influence of social media influencer (SMI), electronic word of mouth (EWOM), and perceived quality (PQ) on purchase intention (PI) of beauty products on YouTube. Youtube as the number 1 social media in Indonesia, has an important role as a promotional strategy media for beauty products. Research design, data and methodology: This study used the online survey to 210 female respondents aged 17-30 years who became a subscriber of an Indonesian beauty influencer. Simple regression and multiple regressions were performed to analyze the independent variables towards the dependent variable. Results: The results show that social media influencer, electronic word of mouth, and perceived quality simultaneously have a significant influence on purchase intention. Nevertheless, only two variables individually have a significant influence on purchase intention, which is social media influencer and perceived quality. Conclusions: Perceived quality and social media influencer could be the best strategies to increase consumers when promoting through the influencer's Youtube channel by utilizing a subscriber. While e-WOM can be influential on other social media platforms rather than on the Youtube platform. Therefore, suggested that digital marketer must use multiple social media platforms to increase consumers' purchase intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.2
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• pp.228-236
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• 2001

Economic crisis in Korea since December 1997 had tremendously affected consumer behavior. This study examined consumer perception of the economic crisis and investigated its impacts on consumer ethnocentrism and purchase behaviors of foreign products. Two product categories of clothing and cosmetics were selected fro empirical testing. Data were obtained from a questionnaire survey to female consumers in Korea during September 1998, and 468 responses were analyzed. The consumer perception of the economic crisis(PCEP) scale was developed for the study. Correlation and regression analyses revealed: 1) the positive relationship between PCEP and consumer ethnocentrism(ETHN); 2) the positive effects of attitude toward foreign products(ATTI) on actual purchase of foreign products since the economic crisis(PB) and on purchase intention of foreign products(PI) for both clothing and cosmetics; 3) the negative effect of ETHN on PI for both product categories; and 4) the negative effects of PCEP on PB and PI for clothing.

• Journal of Information Technology Applications and Management
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• v.27 no.1
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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.

• Science of Emotion and Sensibility
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• v.20 no.2
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• pp.73-86
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• 2017

The purpose of this study was to investigate the influence of consumers' shopping value(SV), ease of use(EOU), and usefulness(U) on their purchase intention(PI) in mobile shopping mall. Path hypotheses in structural equation model which was constructed for this purpose were verified. In addition, the research model was analyzed according to the groups classified by the level of purchase experience in mobile shopping mall. The survey was limited to the respondents in their 20s and 30s living in Seoul and other metropolitan areas who had purchased fashion products in mobile shopping mall. 411 useful data collected from on-line survey were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and pearson's correlation analysis using SPSS 21 and AMOS 19. The results of verifying the hypotheses were as follows: First, SV was composed of two factors which included hedonic shopping value(HSV) and utilitarian shopping value(USV). Second, the research model was verified as an acceptable model in explaining the influence of consumers' SV, EOU, and U on PI. Third, seven hypotheses among nine hypotheses were accepted in high purchasers. HSV did not have a significant influence on PI, and EOU did not affect PI significantly. Fourth, five hypotheses were accepted in light purchasers. HSV affected U significantly while USV had a significant impact on EOU and PI. EOU affected U, and U affected PI significantly. In conclusion, USV was proven to be the factor affecting PI directly as well as indirectly. Eou and U also had a significant influnce on PI in mobile fashion shopping. These results will provide mobile marketers with the differentiated strategies to make consumers lead to mobile purchase.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.208-221
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• 2012

The purpose of this study is to identify the effects of sportswear brands' country-of-origin on purchase intention (PI) in terms of brand personality as perceived by Chinese university students. Chinese students preferred to shop for sportswear at specialty stores, liked Nike and Adidas most, design was the most important factor when selecting, selected their sportswear themselves, and gathered information from TV ads. With regard to perceptions of brands country-of-origin, America was perceived as a developed country, influential to the world, but as having a bad relationship with China. Germany was perceived as a developed country and as having a well-developed civic culture, good people image, high technology, high influence on the world, and a good relationship with China. Italy was perceived as a developed country with the highest civic culture. China was perceived as a developing country, as having a good people image, and low technology and low influence on the world. Japan was perceived as a developed country with high technology. Factors of brand personality were sincerity, competence & sophistication, and excitement. Nike was perceived as having high competence & sophistication and excitement, Adidas as having high competence & sophistication and excitement, Lining as having high sincerity, and Mizuno's brand personality was very low. People image, competence & sophistication and excitement became higher, PI of Adidas increased. If people image, competence & sophistication and excitement became higher, PI of Kappa increased. If a country was developed and competence & sophistication and excitement became higher, PI of Lining increased. If civic culture, people image, technology, competence & sophistication and excitement became higher, PI of Mizuno increased.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.207-217
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• 2008

The purpose of this study is explore the effect of brand marketing to corporatei mage, brand image, and purchase intention and so clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and CI on BI or PI are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporate image and brand image in mobile phone corporation.

• Journal of Korea Trade
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• v.23 no.6
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• pp.33-51
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• 2019

Purpose - The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the experimental analysis, the impact of country image on product-country image and purchase intention of Korean products are measured. In addition, this study disaggregates the impacts of country image and product-country image and purchase intention among ethnic groups in South Africa for searching further useful implications. Design/methodology - To examine South African consumers' country image and product-country image towards Korean products, data were collected between June and July 2019 through an online questionnaire, and 335 questionnaires were used for analysis. Firstly, the multivariate analysis was conducted to examine the general tendency of South African consumers' perceptions of country image to Korea, product-country image, and purchase intention among three ethnic group consumers. Then in order to verify the country image model and hypotheses of the study, we analyzed the structural models for each of the three ethnic groups and compared the sizes of the path coefficients for each groups. To compare the difference of path coefficients across ethnic groups, configural invariance, metric invariance, and scalar invariance tests were conducted sequentially. Findings - In the black and white ethnic groups, the country image had a statistically significant impact on product-country image, but it did not affect the purchase intention to Korean products. The product-country image showed a statistically significant impact on the purchase intention to Korean products in both ethnic group. However, in the coloured ethnic group consumer, the country image had a significant effect on the product-country image, but it did not affect the purchase intention of Korean products. In addition, the product-country image did not have a significant influence on the purchase intention of coloured ethnic group consumers unlike black and white ethnic group consumers. The results of this study suggest that even though differences in terms of the impact of CoI on PCI and PI were investigated for the sample of white, coloured, and black respondents, the groups seemed to respond in a reasonably comparable manner. Originality/value - South Africa occupies more than 20% of Africa's total GDP in sub-Saharan Africa and is a hub for Southern African logistics as a hub for Korean companies to enter Africa. However, it is rare to find a study focused on the determinants of consumer behavior in South Africa. In particular, this study disaggregates the impacts of country image and product-country image on consumer behavior across ethnic groups in South Africa. Therefore, this study could provide practical implications for Korean firms which desire to diversify their export markets and pioneer future markets.