• Journal of Information Technology Applications and Management
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• v.26 no.4
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• pp.51-69
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• 2019

One of the most considerate phenomena of the era of the Fourth Industrial Revolution is the use of digital devices. Digitalization is rapidly advancing through all areas of industry and life. Customer journey with digitalization is looking totally different from previous customer journey. The research targets were users of fashion, automobiles, cosmetics and online shopping malls. We analyzed 300 people for each valid questionnaire. The results of the study are as follows. First, it has been proven that digital experience affects positive (+) impact on purchasing intention and positive (+) impact on recommending intention and negative impact (-) on switching intent and subsequently affects positive impact (+) to purchase and incase of switching intent, negative impact (-) to purchase. Unlike traditional methods such as SPC(Service Profit Chain), the Digital experience to Purchase process Chain (DPC) has been identified to be suitable in the digital age. Second, the digital satisfied group (5 score-very satisfaction) has shown same result as above. However the digital neutral group (even though 4 score- satisfaction in five-point scale), specially in a highly competitive industry, has different from the satisfied group and 3 score-normal is same as dissatisfied group. It means that this group is that If there is a high level of attractiveness of substitute goods, there is a high possibility of switching them. It has supported Jones and Sasser [1995] that there have been two types of loyalty of true long-term loyalty and what we call false loyalty in the highly competitive industry zone which is commoditization or low differentiation, many substitutes, low cost of switching. Identifying true loyalty and false loyalty is crucial to establishing a customer experience strategy. it is necessary to actively utilize long-term digital experiences strategy to increase the total satisfaction of digital experience through all of customer purchasing journey in order to enhance the digital customer experience. It is difficult to see the effect as a one-time event. It should be scaled over the entire customer purchase process over a long period of time, which can positively affect purchase intention, recommendation intention, and conversion intention. This is also why it is difficult for second-runners to overtake first-runners in a short period.

• Korean small business review
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• v.41 no.1
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• pp.1-28
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• 2019

The purpose of this study is to contribute to the revitalization of the 6th industry by presenting suggestions on how to utilize agricultural food mobile SNS and how to purchase intention. In this study, the mobile SNS, which is rapidly emerging as a new marketing channel, was applied to the agricultural and food sector to conduct a empirical analysis. First of all, the characteristics of agricultural food-related mobile SNS that affect the purchasing intent of agricultural food were derived, and the indirect effects of consumer attitudes were analyzed in relation to the perceived characteristics of the mobile SNS for the agricultural food and the purchase intention. First, information quality and ease of access have a significant effect on cognitive attitude (+), and playfulness, information quality, ease of access have a significant effect on emotional attitude (+), and playfulness, interactivity have a significant effect on an acting attitude (+). Second, information quality, accessibility, and playfulness have a significant effect on purchase intention (+), and the quality of information has the greatest influence. Third, it was analyzed that information quality, interactivity, ease of accessibility, and playfulness have an indirect effect of consumer attitude in the path of purchase through consumer attitude. From the results of this study, it was confirmed that efforts to improve the quality of information in the case of mobile SNS related to agricultural and food products are needed first, that to improve the purchasing intent, we need to establish a mobile SNS operating strategy and marketing strategy for enhance consumer attitudes in a favorable. On the other hand, related education and system cooperation methods should be prepared to enable agricultural and food companies to use mobile SNS as a marketing tool.

• Journal of Korea Society of Digital Industry and Information Management
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• v.17 no.2
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• pp.47-72
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• 2021

This research aims to examine the cause-and-effect relationship between the user's purchase intention and word-of-mouth for Instagram advertisements. In addition, Instagram currently has many users in the order of Kakao Talk, Facebook, and Instagram. However, most of the previous prior papers are research on the current status of Instagram. Recent research on Instagram advertising has been lacking. This research is academically significant in that it conducted with the focus on advertising on Instagram. In addition, we provide a framework based on future research in that we proposed a model between human psychology and the oral effect on how much Instagram affects purchasing through the theory of emotional response (PAD). Future studies need to demonstrate the relationship between emotion response (PAD) factors that directly affect purchase intent. Finally, it will need to be studied to analyze purchasing patterns using data mining techniques between different social network services.

• Journal of Korea Trade
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• v.25 no.8
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• pp.45-56
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• 2021

Purpose - This study examines the relationship between the global consumer's shopping value and the intent to purchase in many of today's emerging international malls. furthermore, the orientation of shopping will be examined to see if there is a significant mediating effect between the value of shopping and willingness to purchase in international shopping malls. Design/methodology - This study conducted a survey of Chinese travelers who had experience in visiting a shopping mall during their visit to Korea through an online panel research agency and received a total of 230 responses. To confirm the relationship with constructs, the structural equation model (SEM) was used to test hypothesis in this research. Findings - The study was to examine the relationship of the international consumers' shopping value to the purchase intention in shopping mall when they visit to other countries, and to find if there was any effect on the relationship between the shopping value of the shopping orientation and the willingness of the international shopping mall. Originality/value - By confirming the relationship between international consumers' shopping value and shopping orientation, this study proposed the theoretical implications for global consumers' shopping behavior. In addition, this result can affect the development of service programs for foreign consumers.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.335-343
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• 2022

Corporate social responsibility is becoming increasingly important to organizations, and it has received a lot of attention from the general public and marketing academics. This study aimed to look at the many aspects of corporate social responsibility and see how brand reputation and brand love play a role in the relationship between corporate social responsibility and customer purchase intent. To reach the end, this research applied the theory of social exchange and corporate social responsibility to explain the relationship between the variables. The Partial Least Squares was applied to analyze data collected from survey questionnaires in the Hanoi market (Vietnam) to test the proposed hypothesis. The study resulted in 239 valid survey questionnaires which can be used to test hypotheses by applying SmarPLS software. The results indicated that there are three key elements of corporate social responsibility from customers' perspectives: responsibility to customers, responsibility to the environment, and responsibility to the community. Interestingly, brand reputation and brand love contribute as mediating roles in the correlation between corporate social responsibility and customer purchase intention. Finally, the authors discussed the findings and the implications of this research in both theoretical and practical aspects, as well as the limitations that future research can focus on.

• Journal of Distribution Science
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• v.21 no.12
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• pp.47-58
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• 2023

Purpose: Post-purchase service in online platforms has created an exciting focus for consumer behavior studies. This study intends to ascertain the impact of post-purchase shipping dimensions (shipping service, tracking service, return service, and customer care) on customer satisfaction and behavior intention. The authors developed a new model considering behavioral intention as the endogenous variable integrated framework of previous studies. Research Design and Methodology: The total sample is 223 respondents, selected using purposive sampling. The data collection uses Google Forms and is analyzed using AMOS Structural Equation Modeling (SEM). Results: Our findings showed shipping, tracking, returns, and customer service positively impact customer satisfaction, and customer satisfaction mediates shipping, returns, and customer service on customer behavior intent. Furthermore, customer satisfaction does not affect the effect of tracking service on customer behavior intention. Conclusion: Our hypothesis of the relationship between the post-purchase dimension and customer satisfaction was supported. However, only two of our three mediating hypotheses are supported. The mediating effect of customer satisfaction on the post-purchase dimension on behavioral intention is insignificant, while their direct relationship was significant. It showed that, concerning tracking service, customer satisfaction is not a requirement for the customer to perform behavioral intention in an e-retail context.

• Journal of Korea Trade
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• v.26 no.5
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• pp.106-124
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• 2022

Purpose - The increasing share of Korean private label products (PLPs) in the domestic market helped generate lucrative revenue. In recent years, major South Korean retailers have begun to cast their sights on overseas markets and actively export their PLPs. In China, the proportion of private label fresh food (PLFF) is gradually expanding amid the development of the new retailing model. A profound understanding of the relationship between private label fresh produce and purchase intention may be the answer to helping Chinese retailer private labels expand supply chains in Korea. This study, taking Chinese retailers as an example, examines the impacts of selection factors of private label fresh food and perceived value on purchase intention. Apart from that, the relationship between the selection factors and purchase intention will be analyzed with perceived value as a mediator. Design/methodology - This work aims to empirically analyze the purchase intention of private label fresh food using statistical analysis. In this study, a hypothetical causal model consisting of 6 latent variables and 24 measured variables is developed based on the literature review. To validate the research hypotheses and the research model, SPSS23.0/AMOS23.0 is used to analyze factors such as validity and reliability, as well as structural equation modeling. Findings - The hypothetical model established in this study is of general applicability. In respect to PLFF, perceived value, while significantly influencing purchase intention in combination with four selection factors (perceived quality, perceived price, brand trust, and store image), mediates partially between the first three factors and purchase intention, which rules out the impact and mediating effect of store image on purchase intention. Originality/value - These research results, as helpful insights into the present circumstances of Chinese PLFF in the domestic market, provide useful information and guidance for Korean retailers and service providers to innovate production and service, as well as develop marketing and promotion strategies, so that they can shift private label goods with advantages from domestic demand to export, thus increasing overseas profitability. Further, this work will also contribute to relevant research.

• Korean Journal of Food Science and Technology
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• v.49 no.1
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• pp.72-79
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• 2017

This study was conducted to investigate the effects of a low-sodium label on acceptability and sensory attributes of a dipping sauce for fried pork cutlets. Two sauce samples, CON (normal sodium level) and LOW-Na (50% sodium level), were evaluated. Consumers (n=77) rated expectations and actual perception of overall liking, purchase intent, and intensities of saltiness, sweetness, sourness, fruit flavor, and degree of flavor balance without and with a carrier (fried pork cutlet) in blind and informed settings. In the informed test, CON labeled as Low-Na (PLACEBO) was additionally tested to examine the placebo effect of information. The low-sodium labeling significantly increased the expected liking and purchase intent, but decreased the expected saltiness. However, the label did not influence actual liking or purchase intent. A significant decrease in actual saltiness was observed only in Low-Na, not in PLACEBO, indicating the label is influential only when actual perception matched the expectation.

• Science of Emotion and Sensibility
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• v.22 no.2
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• pp.17-28
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• 2019

The touchscreen device is now commonly found in the form of mobile phones, tablet PCs, and other devices. Varied physical and visual experiences can be experienced through touchscreens. This study intended to explore how the physical and visual experiences provided by the touchscreen would affect people through their existing associations of behavior-attitude. Previous studies have found that certain behaviors affect attitudes. In particular, the approach-avoidance behavior has been noted to influence both social and personal attitudes. It was thus deemed necessary to ascertain the approach-avoidance effect exerted by touchscreens on the attitudes of users as the technology is widely used today. Experiment 1 provided an approach-avoidance experience via a touchscreen and demonstrated that touchscreen-based approach-avoidance dragging behavior on the touchscreen can affect a user's preference and purchase intent. It was found that a product that had been approached showed both higher preference and higher purchase intent than a product that had been avoided. Experiment 2 investigated whether a similar effect would occur when only the visual experience of approach-avoidance was provided. The outcome proved that products that had been visually approached had higher scores than products that had been avoided, both in terms of preference and purchase intent. The movement of the arm on the touchscreen (Experiment 1) and the visual perception of the approach-avoidance experience (Experiment 2) were both shown to influence participants' attitudes toward products. The results of this study suggest that the behavior and perception of users may be an important factor in designing touchscreen interfaces for online shopping.

• Culinary science and hospitality research
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• v.22 no.8
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• pp.122-134
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• 2016

This study was conducted to examine what effect was produced on brand attitude and purchase intention by consumer attitude towards the visual merchandising of premium supermarket made using self-reported survey method during 1 Jun 2016 to 14 Jun 2016 as perceived by consumers who have experience in purchasing a product in premium supermarket located in Seoul. Result findings are follow. First there was significant influence between consumer perception and brand attitude (${\beta}=0.157$, p<.001) for harmony, ${\beta}=0.111$ (p<.01) for attractiveness, ${\beta}=0.639$ (p<.001) for suitability, and ${\beta}=0.146$ (p<.001) for trend), but credibility didn't have any effect on brand attitude. Second, according to the results of making a regression analysis in order to analyze an effect that brand attitude had on purchase intention, the brand attitude had a significantly positive (+) effect on purchase intention (${\beta}=0.818$, p<.001). Third, the influence on purchase intention by consumer attitude towards the visual merchandising of premium supermarket was verified (${\beta}=0.181$, p<.001) for attractiveness, ${\beta}=0.520$ (p<.001) for suitability, ${\beta}=0.325$ (p<.001) for trend), and the harmony and credibility didn't have any effect on purchase intention in current study.