• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.10
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• pp.1519-1529
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• 2009

This study investigates the influences of the impulse buying tendency of consumers, apparel price and scarcity messages on purchasing behavior at the time of purchase on the internet. This study was comprised of 2 (impulse buying: high versus low) $\times$ 2 (price of Internet purchase products: high apparel price versus low apparel price) $\times$ 2 (scarcity message: quantity scarcity message versus time scarcity message) with three mixed elements. The subjects of this study were 400 college students in the Seoul and Gyeonggi area. A total of 95 students who had a high tendency for impulsive purchase and 104 who had a low tendency participated in the survey. Data are analyzed by factor analysis, T-test, and ANOVA. The results of this study are as follows. 1. At the time of group buying on the Internet, impulse buying tendency, apparel price, and scarcity message had a statistically significant interaction effect on consumer preferences. 2. At the time of purchase on the Internet, impulse buying tendency, apparel price, and scarcity message did not have a statistically significant interaction effect on the intention of consumers to make a purchase. However, there was a significant difference in the intention to make a purchase based on impulse buying tendency and apparel price.

• Fashion & Textile Research Journal
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• v.11 no.4
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• pp.537-548
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• 2009

Consumers' price related response in the clothing purchase decision-making process includes their expectation of price, price perception, attitude toward price and consequent behaviors. The purposes of this research are to systematically organize consumers' price related responses in the clothing purchase decision-making process, and to explain the effect of price on their purchasing. The qualitative research including shopping observation and in-depth interview was conducted. The result identified stages that showed different price related responses in clothing purchase decision-making process, and clarified each stage's characteristics. In the internal search stage, consumers recalled price information from memory and had a specific expectation about the price. This set a direction for the external search. In the external search stage, consumers selected brands or stores by a non-compensatory evaluating with an expectation of the price, and narrowed these down to several determinant alternatives by actively evaluating the products. In case a sufficient amount of price information was not recalled, the consumer established reference price through the external search. Finally, in the purchasing stage, consumers evaluated the determinant alternatives based on their compensatory evaluation. When perception of price was negative, consumers evaluate price combined with the higher criteria of clothing benefits, such as symbolic value and usability. The research is expected to contribute to predicting consumers' responses to price, and to establishing an effective pricing strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.6
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• pp.884-894
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• 2000

This study was intended to examine the effect of consumer materialism, price and point-of-purchase advertisements on consumer preference and purchasing intention with respect to discount jeans. Information for the study was obtained through the use of an experimental design which was 2$\times$[2$\times$3] mixed factorial design. The subjects were two hundred and seventy college male and female students. The data were analysed with factor analysis, ANOVA by using the SAS program. The main results were as follows: First, the results indicated that the 3-way interaction effects among materialism, price and point-of-purchase advertisements on consumer preference. Second, the results showed the 2-way interaction effects between materialism and price between materialism and price on consumers’purchasing behavior. These results indicated that materialism have not direct effect on consumers’purchasing behavior but significant influence under those condition in which price effect occurs. And different from other point-of-purchase advertisements, power words’advertisements show negative effects on consumer preference in case of low price jeans, having no connection with materialism level.

• Knowledge Management Research
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• v.14 no.4
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• pp.87-98
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• 2013

Along with the recent development of Social Network Service (SNS), such as Facebook and Twitter, social commerce market is expanding rapidly. As much, understanding consumers' purchase intention in social commerce becomes important. This study attempted to investigate the factors of consumers' purchase intention, and the effects of these determinants(price discount, perceived risk and product review) on consumer's purchasing intension in social commerce networks. Also, the interaction effects between these factors on consumer's purchasing intension were studied. The results showed that the effect of perceived risk on consumer's purchase intention found to be significantly negative. The interaction effect between price discount and perceived risk, and the interaction effect between price discount and review were meaningful on consumers' purchase intention. It indicates that the important factor for consumers to purchase products in social commerce is not just price discount but perceived risk, and that review which consumers think is manipulated has negative effect on purchase intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.1099-1110
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• 1998

The perceived quality is a concept considered from the consumer's perspective. So it is differ from the objective determination of product quality. Thus the consumer perception of quality is a subjective judgement of an individual and an overall feeling on the characteristics which includes the product's reliability, performance and so on. In terms of product perception, consumers utilize the product cues in evaluating the product's quality before the purchase and the cues reflecting the quality can be classifisied into intrinsic and extrinsic ones. When the quality perception is limited to the purchase situation, purchase decision dependent on surrogate indicators such as price, are inclined to increase due to the lack of information. Therefore in this study the perceived quality of apparel is controled to the purchase situation in order to examine the consumer's reaction to the price cues and for the convenience of the exploratory investigation. As a result of the empirical study, consumers show differences in quality and value perceptions to the product with the same price depending on the perception whether the price is high or low. The apparel quality evaluation process goes through the steps of "product attributes - perceived quality - perceived value - purchase intention".

• Journal of the Korean Society of Costume
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• v.51 no.8
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• pp.61-75
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• 2001

This study is designed to compare the evaluations of university students on clothing before and after the IMF crisis in Korea. The conclusions of this study are as follows : First, consumers' perceived quality, value and purchase willingness on high price are raised after the IMF crisis in single cue context. Second. consumers' perceived quality, value and purchase willingness on famous brand are raised after the IMF crisis in single cue context. Third, brand has more effect on quality and purchase willingness than price after the IMF crisis. Fourth, consumers' perceived value and purchase willingness get based on the comparison of both pence and brand after the IMF crisis. Fifth, the highest purchase willingness of university students occurs in the multiple cue context of low price and famous brand both before and after the IMF crisis.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.1
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• pp.30-42
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• 2015

This study examined: 1) the effects of fashion luxury product price discounts in social commerce on perceived benefit and purchase intention, and 2) differences in such effects by social commerce trust, brand and design preferences for luxury products as well as social commerce and online luxury product purchase experiences. Three discount rates representing high, mid, and low for a luxury product sold in social commerce were manipulated and tested on female consumers and 486 online responses were analyzed. The results revealed that the price discount affected perceived benefit but did not affect purchase intention. Benefits were highly perceived at high and mid discount rates compared to the low rate. Social commerce trust, brand preference, and design preference affected perceived benefit and purchase intention, but the interaction effect with price discount was observed only in the design preference to perceived benefit. The purchase experience of online luxury products also affected purchase intention. Implications from the results were also discussed.

• Journal of the Korean housing association
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• v.12 no.2
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• pp.45-54
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• 2001

The purpose of this research was to analyze the correlation between the Apartment Purchase Price Decision Factor and Amenity decision Factor with cognition of the Consumer. The result are as follows; 1. The correlation coefficient between the Apartment Price Decision Factor and Amenity decision Factor with cognition of the Consumer was 0.587. 2. The ranking of the purchase price factor which it prefers were analyzed orientation > sunlight > view > the rising price expectation > natural environment etc. And the ranking of the amenity were analyzed orientation > natural environment > view > sunlight > noise etc. 3. Consumer group was classified the location, sex, year of ages and unit scale. The rank correlation coefficient of (the significant was below 0.05) sex was 0.617~0.644, year of ages was 0.62~0.771 and unit scale was 0.762~0.852. This research proved the fact that the amenity correlated with the apartment purchase price decision factor, so amenity contained an economic value. And this result will be used in decision-making-process of apartment construction.

• The Journal of Information Systems
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• v.14 no.2
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• pp.55-74
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• 2005

In order to purchase a product cheaper, a lot of customers have been trying to search one or more marketplaces. Ever since the commercial use of the Internet, several types of marketplaces have been operating successfully on the Internet. Some of them are online shopping malls, auction markets, and group-buying markets. They have the price settlement mechanisms of their own. Online shopping malls where many stores are located support a customer to purchase the product that matches his/her requests such as price, function, design, and so forth. In online auction market, a customer can buy the product by making bids sequentially and competitively until a final price is reached. In online group-buying market, a customer can purchase the product by aggregating the orders from several buyers so that cheaper prices can be negotiated. The cheaper customers could purchase the same product item, the more satisfied they would be. However, it is very difficult for the customer to determine the marketplace to purchase, considering different kinds of marketplaces at the same time. Even though the purchasing price is cheapest in one marketplace, it is very difficult for customers to convince it the cheapest for all marketplaces. Therefore, rules and methods have been developed for purchase decision making in multiple marketplaces to reach the optimal purchase decision as a whole. They can maximize customer's utility and resolve the conflicts with other marketplaces through multi-agent negotiation.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.149-163
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• 2010

Previous studies have shown that retail price promotion change consumers' purchase behavior and that retailers use price promotion more frequently. Keeping constant the benefits received by consumers, there are several ways for retailers to communicate a price promotion. For example, retailers can present a price reduction in absolute terms ($, ${\euro}$), percentage terms (%), or some combinations of these two methods (Della Bitta et al. 1981). Communicating a price promotion in different ways is similar to the framing of purchase decisions (Monroe 1990). Framing effects refers to the finding that subjects respond differently to different descriptions of the same decision question (Frisch 1993). Thus, the presentation of the promotion has an impact on consumer deal evaluation and hence retail sales. In fact, much research in marketing attests to the effects of price presentation on deal perception (Lichtenstein and Bearden 1989; Urbany et al. 1988; Yadav and Monroe 1993). In this sense, a number of marketing researches have argued that deal perceptions are also determined by the degree to which consumers are able to calculate the discounts and final purchase prices accurately (Estelami 2003a; Morwitz et al. 1998), which suggests that marketers may be able to enhance responses to discounts by improving calculation accuracy. Consequently, since calculation inaccuracies in the aggregate lead to the underestimation of discounts (Kim and Kramer 2006), consumers are more likely to appreciate a discounted offer following deeper processing of price information that enables them to evaluate a price discount more accurately. The purpose of this research is to examine the effect of different presentations of discount prices on consumer price perceptions. To be more precise, the purpose of this study is to investigate how different implementations of the same price promotion (semantic and visual salience) affect consumers' perceptions of the promotion and their purchase decisions. Specifically, the analysis will focus on the effect of price presentation on evaluation, purchase intentions and perception of savings. In order to verify the hypotheses proposed in the research, this paper will present an experimental analysis dealing with several discount presentations. In this sense, a2 (Numerical salience presentation: absolute and relative) x2 (Worded salience presentation: novel and traditional) x2 (Visual salience: red and blue) design was employed to investigate the effects of discount presentation on three dependent variables: evaluation, purchase intentions and perception of savings. Respondents were exposed to a hypothetical advertisement that they had to evaluate and were informed of the offer conditions. Once the sample finished evaluating the advertisement, they answered a questionnaire related to price salience and dependent dimensions. Then, manipulation checks were conducted to ensure that respondents remembered their treatment conditions. Next, a $2{\times}2{\times}2$ MANOVA and follow-up univariate tests were conducted to verify the research hypotheses suggested and to examine the effects of the individual factors (price salience) on evaluation, purchase intentions and perceived savings. The results of this research show that semantic and visual salience presentations have significant main effects and interactions on evaluation, purchase intentions and perception of savings. Significant numerical salience interactions affected evaluation and purchase intentions. Additionally, a significant worded salience main effect on perception of savings and interactions on evaluation and purchase intentions were found. Finally, visual salience interactions have significant effects on evaluation. The main findings of this research suggest practical implications that firms should consider when planning promotion-based discounts to attract consumer attention. Consequently, because price presentation has important effects on consumer perception, retailers should consider which effect is wanted in order to design an effective discount presentaion. Specifically, retailers should present discounts with a traditional style that facilitates final price calculation. It is thus important to investigate ways in which marketers can enhance the accuracy of consumers' mental arithmetic to improve responses to price discounts. This preliminary study on the effect of price presentation on consumer perception and purchase intentions opens the line of research for further research. The results obtained in this research may have been determined by a number of limiting conceptual and methodological factors. In this sense, the research deals with a variety of discount presentations as well as with their effects; however, the analysis could include additional salience dimensions and effects on consumers. Furthermore, a similar study could be carried out including a larger, more inclusive and heterogeneous sample of consumers. In addition, the experiment did not require sample individuals to actually buy the product, so it is advisable to compare the effects obtained in the research with real consumer behavior and perception.