• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.490-502
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• 2021

Horticultural facility farmers subscribe to crop accident insurance and insurance products secured by horticultural facilities in preparation for possible risks in the facility. Insurance is purchased to prepare for natural disasters such as typhoons, hail, frostbite, heavy rain, and strong wind damage covered by the product. In order to find out the effect of risk perception, which is a subjective perception of the risks of a given situation, on horticultural facility farmers' intention to purchase horticultural facility insurance products, the risk perception and insurance purchase intention were analyzed. A t-test was conducted to determine the impact relationship between farm size, insurance coverage, and risk perception, and multiple regression analysis was conducted to verify the effect of personal characteristics and behavioral factors such as subjective perception, reference group, media exposure, and compensation understanding. In addition, a three-step regression analysis by Baron & Kenny was conducted to confirm the mediating role of personal characteristics and behavioral factors in the relationship between risk perception and insurance purchase intention. As a result of the study, although there was no difference in farm size, it was analyzed that policy holders had a higher degree of risk perception than non-subscribers, and that compensation understanding had the greatest influence and subjective knowledge had the smallest influence. In addition, these four factors were verified to have a mediating effect on the relationship between risk perception and insurance purchase intention. These results are expected to provide practical help to the development and marketing activities of horticultural facility insurance products.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.1-18
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• 2020

The purpose of this study is to investigate the consumers' characteristics in terms of information source usage and purchase channel choice focusing on apparel purchasers in the multichannel retailing environment. The specific research objects are as follows: analyzing consumer's information source usage and purchase channel choice when buying their own clothing, examining the differences of consumers' characteristics according to the groups who are classified by their information source usages, and examining the differences of consumers' characteristics according to the purchase channel choice. The data was collected from adults over 20 years of age who had bought their own clothing within the last year. The questionnaire was carried out during September 2019, using a professional internet research panel, and 490 useful data sets were analyzed by utilizing descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and a Duncan-test using SPSS 21.0. The findings showed that there were also significant differences of consumers' characteristics which included age, gender, monthly clothing expenditure, purchase price, shopping value and perceived risk according to the consumer's information source usage and their purchase channel choice.

• Journal of Venture Innovation
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• v.5 no.2
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• pp.49-66
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• 2022

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases.

• Management & Information Systems Review
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• v.30 no.1
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• pp.211-226
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• 2011

This study was intended to investigate the attributes of the Internet shopping mall and to examine the effects of each attribute on the consumer purchase intention. 279 valid responses of total 300 questionnaire were used for the analysis of this study. Both the exploratory factor analysis and reliability analysis were conducted to evaluate the conceptual validity and internal coherence of the determining variables and the use intention. The factor analysis resulted in identifying the five factors of the Internet shopping mall and on the multiple regression analysis, three of the five identified factors were found to affect significantly the purchase intention. According to the verified results interactivity(t=4.384) was found to affect positively the use intention, while privacy risk(t=-2.985) and delivery risk(t=-2.257) were found to affect negatively the purchase intention. Managerial suggestions are recommended as the results of analysis. It is urgently necessary for decreasing countermeasures delivery risk and privacy risk to enhance purchase intention of customers in internet shopping malls. Especially obtaining more information on consumers gives short-term advantages to marketers, perceived slackness in privacy will hinder purchase intention in internet shopping malls in the long run by causing distrust of consumers. Other limitations and future research directions are also mentioned.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.11
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• pp.701-710
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• 2018

This study aims to verify the mediating effect of perceived risk of internet shopping mall users' innovativeness on product purchase intention. Research subjects included consumers with prior experience of using internet shopping malls, and 405 respondents were used for final analysis. The major findings of the study are as follows: First, as a result of the investigation on the relationships among users' innovativeness, perceived risk, and product purchase intention, all correlation coefficients were positive. Second, consumer innovativeness was found to significantly influence perceived risk and purchase intention, and perceived risk mediated the relationship between consumer innovativeness and purchase intention. Third, when we performed sub-group analysis on the research model by dividing products into hedonic and utilitarian products, it was found that hedonic products revealed path coefficients which are statistically more significant compared with those for utilitarian products. We can draw the conclusion that in terms of internet shopping mall purchases, hedonic products exert a greater influence on the effect of consumer innovativeness on purchase intention compared to utilitarian products.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.295-306
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• 2012

This study analyzed empirically difference of purchase intention about price raising of luxury brand according to consumer characteristics such as consumption value, prior knowledge. and perceived risk. Fist, groups according to consumption value showed obvious differences. Group of pursuing uniqueness and ostentation value and group of pursuing quality and pleasure value showed positive purchase intention but group of pursuing social recognition value showed negative purchase intention. Second, groups according to perceived risk. didn't show difference and groups according to prior knowledge showed obvious difference. group of high prior knowledge showed positive purchase intention but group of low prior knowledge showed negative purchase intention. Third, analyzed result about interaction effect of consumer characteristics, Classified group of pursuing uniqueness and ostentation value, expressing high prior knowledge and Classified group of pursuing quality and pleasure value, expressing high perceived risk only showed positive purchase intention, The results of this study present implication to domestic companies aiming luxury brand that performing differently strategy of product and price according to target characteristics is more effective way in differentiating oneself from existing luxury brands and expanding market.

• Journal of the Korean Society of Costume
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• v.43
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• pp.125-142
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• 1999

This research was aimed to present a model of clothing products evaluation nd to classify the effect of extrinsic cues on clothing products evaluation. In order to accomplish following subjects were established. First it is to find the effect of extrinsic cues -price brand store - on perceived quality perceived risk perceived value and purchase intention of clothing products. Second it is to formulate a model of clothing products evaluation and find the relation among the variables such as extrinsic cues perceived quality perceived risk perceived value and purchase intention. This research was mainly divided into theoretical and empirical part. In the theoretical part previous theories and studies on clothing products cues clothing products evaluation perceived quality perceived risk and perceived value were examined to establish a research model and to present a theoretical frame for clothing products evaluation. In the empirical research a questionnaire was developed and statistical data were collected from during July 1997. The subjects were 862 women in the age of 20-35 living in Seoul and kyungki region. SAS and LISREL were used to analyze the collected data. frequency percentage factor analysis ANOVA duncan test correlation analysis regression analysis and LISREL were applied. The results of this research are as follows: First perceived quality consists of performance quality external quality and utility quality in a form of multi dimensional structural. Perceived risk is structured by social/resultant risk financial/fashionable risk and performance/management risk. Second this research proved that extrinsic cues are influenced by each individual variable and extrinsic cues interact with each other through the variable. The perceived quality is influenced most by price Among the perceived risk social/resultant risk by brand financial/fashionable risk by price and performance/management risk by store. respectively. Perceived value is inflenced by price and brand. Third in evaluating process consumer use extrinsic cues to first formulate perceived quality and perceived risk of clothing products and then formulate perceived value ot decide on purchase intention.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.193-199
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• 2017

The objective of this research is to investigate how consumers react differently to financial and social risk/return, referred to as an 'asymmetric effect'. A lab-based experiment using a counterfeit but real-branded product examined the robustness of the statement that priming the interdependent versus independent self can result in differences in financial and social risk taking behavior in the context of counterfeit product purchase choice. Three hundred fifty-eight participants took part in the experiment. They were primed with different self-construal and evaluated purchase intention to the counterfeit product. As predicted, when evaluate in the context of loss claim of counterfeit product, risks were more activated, however, there was an asymmetric effect that self-construal priming had on financial and social risks. Interdependence primed participants were more likely to take a financial risk thus perform more purchase intention of counterfeit product and less likely to take a social risk than their independence primed counterparts, which led to lower purchase intention. The results of this research shed light on the various directions of future studies on the responses toward counterfeit product.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.339-352
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• 2001

The objectives of this study are 1) examining the relationship between purchase intention and purchase satisfaction and 2) identifying the antecedents of purchase satisfaction of private brand apparel. For testing the research model constructed with relevant perceived variables of pre-purchase and post-purchase, survey methods were adopted two times. The hypotheses of the positive relationship between pre-purchase and post-purchase variables are fully supported. The other hypotheses are supported, except the hypotheses of the effects of perceived risk on perceived value in both pre-purchase and post-purchase situation.

• East Asian Journal of Business Economics (EAJBE)
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• v.6 no.3
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• pp.37-47
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• 2018

Purpose - This paper investigates the major determinants of consumer decision making for smartphone's consumers in a developing country in Africa especially in Gabon. Analysis of Perceived Quality, Perceived Price, Perceived Risk, Brand Image, Perceived Value, and Purchase Intention Research design and methodology - In order to proceed the empirical research, online survey was done via email and social media network and data was collected from 289 random respondents. Therefore, to assess the reliability, the validity and test hypothesis Statistical Package for Social Sciences (SPSS) version 21 was used. Results - After data collection and analysis, results have proved that brand image, perceived price does influence perceived quality, and perceived quality negatively influence perceived risk. The results also show perceived risk along with brand image, perceived price and quality could not influence perceived value. The findings also indicate that perceived value slightly influence purchase intentions. Conclusions - The results of the study show that it is essential to develop an understanding of value in the purchasing process. This study should also provide a glimpse to both marketers and manufacturers about consumers' perceptions towards smartphones.