• 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 Home Economics Association
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• v.19 no.4
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• pp.73-84
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• 1981

The purpose of this study was to examine the conjugal role structure in the purchasing decision process : problem precognition, information seeking and evaluating, final decision, and actually making the purchase, through a survey of the degree of conjugal involvement. The specific objectives were 1) to examine the conjugal role structure and differences at each phase of the decision process in purchasing of residence and twelve durable household consumer goods, 2) to determine the differences between conjugal role structure in each phase of the purchasing decision process and conjugal demographic factors(number of years married, conjugal education level, conjugal occupation, and income). Questionnaires were given to randomly selected husbands and wives in /seoul I October, 1980. data from the 275 responses were analyzed by percentage, mean, and F-test(analysis of variance). The results are as follows : 1) The conjugal role structure for the purchasing decision process of residence and twelve durable household consumer goods was analyzed by percent. It was found that role structure was specialized by the type of item. for instance, furniture and home appliances were purchased by wives; amusement goods and cars were purchased by husbands' and residence was purchased by joint. However, conjugal role structure in the purchasing decision process differed by phased of process : (1) Wives involvement in the phase of problem recognition was greater than their involvement in information seeking and evaluating, but husbands' involvement a in the phase of information seeking and evaluating was slightly greater than their involvement in problem recognition. (2) Husbands' involvement in the phase of making the final decision was far greater than their involvement I information seeking and evaluating. (3) Wives' involvement in the actually making of the purchase was far greater than their involvement in making the final decision. 2) Only one among conjugal demographic factors was significantly related to conjugal role structure. That, is, conjugal role structure in the purchasing decision process showed that the wives' involvement I making the final decision and in actually making the purchase increased with number of years married.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.921-937
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• 2013

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

• The Research Journal of the Costume Culture
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• v.22 no.5
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• pp.834-847
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• 2014

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.2
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• pp.185-198
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• 2012

This study aims to find out the influential factors and the relative power of these factors on the clothing purchase decision in internet shopping mall. For this purpose, this study surveyed 500 male and female consumers in their 20's~40's for empirical analysis who have ever purchased clothing through internet shopping malls. Respondents are selected using the convenience sampling through internet survey in August 2011. For statistical analysis descriptive statistics, reliability analysis, factor analysis and regression analysis are carried out using SPSS for Windows 12.0. The results are as follows. First, purchase decision is significantly affected by the expressional/physical properties of the product and product pictures. Second, purchase decision is significantly affected by the usefulness of shopping mall and the importance of purchase. Third, in consumer related factors, product value awareness, reliability of shopping mall, clothing involvement, psychological/economical perceived risks and age affect purchase decision. Fourth, in the regression analysis of the above significant variables on purchase decision, the order of power of these influential factors is expressional/physical properties of product, the importance of purchase, product picture, age and clothing involvement. The results of this study will help internet fashion enterprises to handle the variables of product, shopping mall, and consumer related for enhancing the purchase rate.

• Journal of the Korean Home Economics Association
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• v.45 no.6
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• pp.1-9
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• 2007

Even though self-confidence is a personal factor of a people, it works as behavioristic factor in consumer behavior. In this study, the influence of consumer self-confidence on clothing purchase behavior was investigated. A total of 284 data sets were analyzed after collecting questionnaires from college students in Seoul using convenient sampling method. For data analysis, chi-square test, analysis of variance, reliability test and factor analysis were performed by SPSSWIN program. The results were as followed. First, the clothing purchase places were affected by the consumers' level of self-confidence. The more confident consumers preferred internet shopping and Dongdaemun market to large-scale shops. The discount stores were selected by the less confident consumers. Second, information search was one of the main reasons to visit internet shopping mall by the more confident consumers. Third, the more confident consumers showed the higher level of clothing involvement than the less confident consumers. Finally, unplanned purchases, such as pure impulse buying and reminder buying were more likely to occur by the more confident consumers with less purchase conflicts.

• Information Systems Review
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• v.15 no.1
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• pp.45-68
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• 2013

Despite improved technologies, procedures, and regulations, consumers are still uncertain about purchasing online. The objective of this study is to understand uncertainty factors in online shopping and their relationships with the consumers' intention to purchase. For this objective we derived seller anonymity, lack of product transparency, and lack of process transparency as uncertainty factors from previous researches which may affect consumers' perceived uncertainty on online shopping. Then, a causal model was developed to conceptualize the relationships between these uncertainty factors as antecedent variables and consumer's intention to purchase as consequent variable with perceived uncertainty as an intermediary variable. Purchase involvement was used as a moderating variable on the relationship between perceived uncertainty and the intention to purchase online. The model was tested empirically to find meaningful relationships among these variables. The findings indicate that all antecedent variables affect perceived uncertainty significantly and perceived uncertainty negatively affects consumers' intention to purchase. Moreover, the results of analysis show purchase involvement has a significant moderating effect on the relationship between perceived uncertainty and intention to purchase online.

• Fashion & Textile Research Journal
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• v.22 no.3
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• pp.323-334
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• 2020

This study analyzed the effects of consumers' characteristic variables on information search and purchase decisions in a decision-making process that validated the path model in purchasing apparel products. In constructing a structural equation model using AMOS 19.0., the variables including enjoyment pursuit, price pursuit, product involvement and product risk were selected as consumers' characteristic variables affecting the stage of information search. A questionnaire was distributed to consumers over 20 years old who purchased apparel products using offline and online channels within one year; consequently, we were able to analyze 468 effective data. The results were as follows. First, the path model of this research proved to be the appropriate model explaining the effects of consumers' characteristic variables on the stage of purchase decision-making. Second, enjoyment pursuit had a significant positive influence on offline information search; in addition, price pursuit and product risk affected the online information search significantly. Product involvement affected online information search as well as offline information search. Third, the offline information search affected offline purchase and online information search affected online purchase. However, consumer's channel switching behavior between the stage of information search and the stage of purchase decision was not proven. The findings suggest that companies need to develop distribution strategies according to consumers' characteristic factors that effect consumer's purchase decision-making.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.7
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• pp.789-799
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• 2003

The purpose of this study was to find out clothing evaluation criteria and purchase intention according to consumers' shopping orientation and demographic factors when they shop online. The subjects were 240 men and women living in the metropolitan area. For data analysis, factor analysis, cluster analysis, ANOVA, t-test, Duncan test and descriptive statistics were conducted. The results are as follows: 1. Important clothing evaluation criteria were considered in order of price, style, fit, size and product guarantee etc. Purchase intention was showed more highly when products are related to low involvement than high involvement. 2. Consumers with high hedonic and utilitarian shopping orientation considered clothing evaluation criteria more importantly but showed low level of purchase intention in cyber shopping. And consumers with low hedonic and utilitarian shopping orientation considered clothing evaluation criteria less importantly but showed high level of purchase intention in cyber shopping. 3. There were significant differences in evaluation criteria and purchase intention according to demographic variables. Especially women considered evaluation criteria more importantly and had higher level of purchase intention than men.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.881-889
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• 2022

This study is to empirically investigate the impact of product placement on purchase intention. Product placement is growing due to its advantages that it is cheaper than general advertising and free from restrictions from exposure time. Considering that, this study includes variables reflecting high importance and characteristic changes in product placement. The study selects fashion involvement, celebrity involvement, bald exposure, and exposure strength as variables reflecting the unique characteristics of product placement, observance of ethics and consumer deception as ones reflecting ethical aspects, and program popularity and media familiarity as variables reflecting means of using product placement. As a result, celebrity involvement and program popularity have a positive influence on purchase intention, and consumer deception has a negative impact. However, fashion involvement, bald exposure, exposure strength, observance of ethics, and media familiarity do not have a statistically significant impact. This study explains the results through comparison with previous studies and suggests implications based on the association between product placement and purchase intention.