• Journal of Digital Convergence
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• v.12 no.12
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• pp.93-106
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• 2014

All of smart phone users not always make a good use of mobile shopping. The main cause is that in case of non-user of mobile shopping, potential apprehension to psychological and security weakness affects building up resistance on mobile shopping. In this paper, we designed models of innovation resistance heavily based on literature reviews and previous studies, and tried to find how perceived risk affects consumer's purchase intention in mobile shopping process. In conclusion, it shows that security, one of psychological factors, affects perceived risk in all aspects, while negative influence of society and cognitive dissonance just affect social risk and delivery risk, and uncertainty also just affects performance risk. Besides, it shows that all of variables made up perceived risk affects resistance of purchase. Especially social risk turns out to be a most influential factor to purchase behavior through smart phone.

• Information Systems Review
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• v.24 no.1
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• pp.125-155
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• 2022

Platform contrasts with traditional industry in terms of innovativeness as it is rapidly developing with information technology. To redeem preceding researches which have separately focused on either platform acceptance based on technology acceptance model or resistance factors against platform's innovation, this study applied dual factor theory to check the simultaneous influence of enablers and inhibitors on resistance. This study chose purchasers of online used trading platform as a subject of study since it contrasts with other platforms in many characteristics. Based on preceding studies, the moderating effects of their past purchase numbers on the relations between resistance and use intention were also checked. The findings reveal that economic benefit as an enabler had significant negative influence on the resistance, but social influence didn't have expected influence. In case of inhibitors, both perceived complexity and perceived risk had significant positive influence on the resistance. Though resistance had significant negative influence on the use intention, its influence was moderated into the positive direction as users' purchase number increased. Lastly, resistance had mediation effect between antecedent factors (economic benefit and perceived complexity) and use intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.856-866
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• 2011

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

• Journal of Distribution Science
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• v.13 no.9
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• Asian Journal of Business Environment
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• v.12 no.2
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• pp.13-28
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• 2022

Purpose: Natural products are becoming gradually popular because of their health - related benefits and consumers' environmental awareness. However, research in this field remains limited, the present study attempts to address this research gap by measuring the influencing levels of the antecedents on natural product brand love. Research design, data and methodology: The study employs S-O-R (Stimulus - Organism - Response) framework together with Innovation Resistance Theory and Dual-Factor Theory to propose the research model, in which health and environmental stimuli influence both of facilitators and inhibitors of internal states or organism, and then shape purchase intention and brand love as consumers' responses. The mixed research method is designed with the application of structural equation model (SEM) to analyze 530 consumers collected by convenience sampling. Results: The results revealed that two chosen stimuli, including health awareness and environmental concern were positively related to both facilitators (natural content and regional products) and inhibitors (image barrier and usage barrier) and these four factors were significantly associated to purchase intention and brand love. Furthermore, purchase intention played the mediating role on the relationship between the four organisms and brand love. Conclusions: The originality of this paper is extend S-O-R theory into natural product context with mediating effects in an emerging economy. The findings make theoretical contribution on consumer behavior and managerial implication.

• The Research Journal of the Costume Culture
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• v.19 no.5
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• pp.1088-1101
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• 2011

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

• Human Ecology Research
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• v.58 no.4
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• pp.497-515
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• 2020

The use of mobile payment services has recently increased in South Korea. Mobile payments allow consumers to purchase items digitally, using a mobile card in an app affiliated with a payment service. This study explores the predictors of intention to adopt mobile payment services. The study employed an A(affective)-B(behavioral)-C(cognitive) model with two antecedent variables: cognitive (perceived usefulness, perceived risk, perceived ease of use, and perceived herding behavior) and affective (satisfaction with the status quo, innovation resistance) responses. An online survey of 405 non-users of mobile payment services aged 20 to 49 years was conducted. The study used SPSS 23.0 for descriptive analysis and Amos 23.0 for confirmatory factor analysis and structural equation modelling. The results are as follows. First, perceived usefulness, perceived risk, and perceived herding behavior significantly influenced innovation resistance. Second, perceived herding behavior significantly influenced subjective norms. Third, innovation resistance and subjective norms significantly influenced the intention to adopt mobile payment services. The findings suggest that the A-B-C model can be useful in understanding consumers' adoption and resistance behaviors and that cognitive and affective responses are important antecedent variables affecting the decision to adopt mobile payment services.

• The Journal of the Korea Contents Association
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• v.9 no.1
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• pp.270-284
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• 2009

There is a big attention to digital convergence products(DCP) nowadays. However, consumers' response on the DCP is not always positive. These products may not match consumers' value and consumers may not know how to use them, because the DCP is generally innovative products. DCP marketers should learn that why consumers do not purchase them. Thus, this paper examines and identifies the consumers' purchase-avoiding psychological factors and antecedents on DCP. In detail, It is empirically checked that how the relationship between purchase-preventing factors such as complexity, incongruence, uncertainty, and unreasonability and purchase-avoiding psychological factors such as dissonance, innovation resistence, and perceived loss is. Also, these purchase-avoiding psychological factors' influence on the purchase-intention is empirically checked. As results, complexity and incongruence have an effect on the innovation resistence significantly. Uncertainty and unreasonability influence perceived loss variable. Unreasonability also influences consumers' cognitive dissonance variable. Additionally, cognitive dissonance have an influence on innovation resistence positively, and such innovation resistence influence consumer's purchase-intention negatively. Therefore, marketers should think twice about the roles of these purchase-preventing factors before launching.

• Journal of Intelligence and Information Systems
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• v.22 no.3
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• pp.165-183
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• 2016

Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.

• The Journal of the Korea Contents Association
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• v.14 no.8
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• pp.61-73
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• 2014

While past studies on e-books have mainly focused on the uses and gratifications (UG) and technology acceptance model(TAM), this study rather analysed the innovation resistance factors of adopting the e-book based on the innovation resistance model. The research model comprises of two factors: 1) innovation characteristics which include relative advantages, compatability and complexity, 2) user characteristics which encompass attitudes towards innovation and existing products (i.e., paper books). Using online survey questionnaire, this study examined the effects of those innovation and user characteristics on the innovation resistance, and the relationship between innovation resistance and intention of adoption. The results showed that complexity and attitude towards existing products affected the innovation resistance which has negative influence on the intention of adoption. Accordingly, it is necessary to improve the ease of use in the whole process from purchase to reading experiences, and highlight e-books' own interactive features and functions which are perceived as different from paper-book user experience.