• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.1
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• pp.47-56
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• 2012

The main goal of this study is to investigate the importance of trust as a mediator between shopping experience and shopping value. Previous studies on utilitarian shopping value and hedonic shopping value have focused on the antecedents and outcomes of those shopping values. Also, although the role of trust has been studied a lot in the series of studies on online shopping mall, most of them focus on the relationship with intention to shop or use and there are few studies on the mechanism in which consumers get to have shopping value. This study tries to see how trust can boost utilitarian shopping value and hedonic shopping value which can lead to consumer's loyalty to the shopping mall. A structural equation model is proposed and examined through a survey research to investigate the role of trust in forming perceived shopping value. One model included the trust variable as a mediator and the other excluded it. The comparison of R2 verified that the first model had a better fit. The results of the study show that the level of experience has a significant impact on both utilitarian and hedonic shopping values in the case of the model without the mediator. But experience has an insignificant or a partially significant effect on utilitarian and hedonic shopping values when trust mediates experience and shopping values. Finally, the implications and limitations are further discussed.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.527-532
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• 2007

Differentiation strategies have been suggested as the critical sources of competitive advantage in B2C industry where customers can switch internet shopping mall with one click with virtually no transaction cost. Indeed, competition on low pricing cannot be a viable strategy in B2C industry. Moreover, cultivating customer loyalty to attain profitability is still a challenging task for most internet shopping mall. In this study, we provide empirical analysis results on key managerial variables that indicate the difference between the product categories in terms of customer perception on relative value importance. We first identified comprehensive managerial variables and organized them in terms of customer decision stage. Next, with reference to extant literatures on product characteristics based e-commerce strategy, hypotheses are developed to formalize the customer value differences on the key managerial variables. Empirical testing results indicated that there are significant differences on customer perceived value of the key managerial variables between the product groups. The findings provide useful insight for further study on e-commerce differentiation strategy.

• Fashion & Textile Research Journal
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• v.7 no.5
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• pp.509-518
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• 2005

In recent years retail competition has intensified, generally as a consequence of technologies, more sophisticated management practices and industry consolidation. An understanding of current customers' loyalty intentions and their determinants is an important basis for the identification of optimal retailer actions. The focus of this study is to examine the links between patronage intention and the effects of various antecedents of current customers' store loyalty intentions in fashion store. 340 female universities students living in Seoul were analyzed by utilizing multiple regressions to investigate the predictability of each of the 4 different sets of variables(consumer value, source of information, clothing benefits, importance of store attributes) on four patronage intentions of apparel shopping(discount store, speciality store, conventional market, Fashion shopping mall). Four factors were significant in predicting conventional market patronage intention. Brand had a negative coefficient, while price, social affiliation, store fashion service/promotion had positive coefficients. Fashion shopping mall were predicted by five factors:brand had a negative coefficient, while media, social affiliation, price, uniqueness had positive coefficients. For specialty store, four factors were significant: brand had a negative coefficient, while store fashion service/promotion, personal sources, uniqueness had positive coefficients. Four factors were significant in predicting discount store patronage intention :price, store fashion service/promotion, social affiliation, variety of price & product had positive coefficients. Despite the relatively low $r^2s$, all four variables appeared to have, to some degree, predictability of choosing among four different types of store for apparel shopping. Based on the results, patronage intention profiles for four retail stores were developed. Marketing implications are discussed.

• Human Ecology Research
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• v.59 no.4
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• pp.449-463
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• 2021

The aim of this study was to analyze the perceptions and entering status of small business online fashion retailers on portal shopping and fashion shopping malls. Case studies were conducted on a total of 10 research samples. The results were as follows: first, regarding the strategic factors of online fashion stores, 'price competitiveness' is important, especially in portal shopping and low-cost brands; 'product assortment' is important but not essential in all platforms; and 'differentiation' is important to continuously secure loyal customers in fashion shopping malls. Customer satisfaction leads to customer loyalty, and customer loyalty affects the sales conversion rate and brand growth of online sales channels. Factors that promoted sales activities in online sales channels were exposure, advertisements, SNS, events, special exhibitions, and events. Hindrance factors were low price competition, overheated competition, and the MD of sales channels. Second, the research samples used multiple online sales channels, including portal shopping malls and fashion shopping malls, in addition to their own malls. The selection factors were platform reputation and commission, branding, and customer inflow through exposure. Portal shopping malls were perceived as providing easy access, advertising/customer communication, exposure/search, price competitiveness, scalability, and intense competition, whereas fashion shopping malls were perceived as providing a brand image and concept, brand promotion, high commissions, difficult entry, and low profits. The factors for success in portal shopping malls were exposure/search, price competitiveness, and brand recognition, whereas the factors for success in fashion shopping malls were differentiation, brand, exposure/advertisement, product assortment, and MD.

• Journal of Korean Institute of Industrial Engineers
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• v.41 no.1
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• pp.10-16
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• 2015

In this study, we suggest a method to predict probability distribution of a new customer's degree of loyalty using C-CRF that reflects the RFM score and similarity to the neighbors of the customer. An RFM score prediction model is introduced to construct the first feature function of C-CRF. Integrating demographical similarity, purchasing characteristic similarity and purchase history similarity, we make a unified similarity variable to configure the second feature function of C-CRF. Then parameters of each feature function are estimated and we train our C-CRF model by training data set and suggest a probabilistic distribution to estimate a new customer's degree of loyalty. An example is provided to illustrate our model.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.27 no.1
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• pp.38-46
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• 2004

To be successful in increasingly competitive Internet marketplace, it is essential to capture customer loyalty. This paper deals with an intelligent agent approach to incorporate customer's sensibility into an one-to-one recommendation service in on-line shopping mall. In this paper the focus of interest is on-line recommendation service algorithm for development of Human Sensibility based web agent system. The recommendation agent system composed of seven services including specialized algorithm. The on-line recommendation service algorithm use human sensibility ergonomics and on-line preference matching technologies to tailor to the customer the suggestion of goods and the description of store catalog. Customizing the system's behavior requires the parallel execution of several tasks during the interaction (e.g., identifying the customer's emotional preference and dynamically generating the pages of the store catalog). Most of the present shopping malls go through the catalog of goods, but the future shopping malls will have the form of intelligent shopping malls by applying the on-line recommendation service algorithm.

• International Area Studies Review
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• v.16 no.3
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• pp.159-180
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• 2012

The objectives of this study are to identify significant antecedents of trust and satisfaction and to examine the relationship between trust and satisfaction and interrelationship between trust, satisfaction, loyalty, relationship retention and intention of words of mouth based on buyers of Chinese internet shopping mall. The questionnaire was collected by personal interview. A total of 448 completed questionnaires were collected. Confirmatory factor analysis was conducted to test the validity of the measurement model, and the structural model also was analyzed to examine the associations hypothesized in the research model. This study uses AMOS program to investigate the research model. Results in this paper indicate that the antecedents of trust and satisfaction have three dimensions, namely communicational, traditional and relational factors. All these three functions are positively related to trust and satisfaction. Also the results show that trust and satisfaction are positively related to loyalty, relationship retention and intention of words of mouth. Finally, this study suggests the implications of these findings and offers directions for future research.

• Journal of the Korea Society of Computer and Information
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• v.12 no.5
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• pp.215-223
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• 2007

On-Line Shopping mall is becoming important strategic environment that decide corporation's competitive advantages because of that can achieve quality of customer service and offer speed elevation through both-way communication effectively. Accordingly, as interest about electronic commerce rises, various research had been gone. But, most researches are applying off-line market's quality of service measurement tool just as it is doing not consider special quality of internet. Consider and prescribe by system quality, and saw that thing with grasp relation with customer satisfaction along with qualify of service is important for factor that environmental element influences in customer satisfaction as existing commercial transaction in this research hereupon. That is, wished to present quality strategy necessary to examine whether some quality factor of system quality and quality of service affects more customer satisfaction, and satisfy various customer's needs accordingly after ermine whether it are switching and some relation that search purchase alteration availability of market that is different from loyalty which recommend internet shopping mall to another person who is system quality factor and quality of service factor and customer satisfaction factor actively.

• Asia Marketing Journal
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• v.14 no.2
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• pp.39-63
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• 2012

Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.

• Journal of Korea Society of Digital Industry and Information Management
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• v.13 no.1
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• pp.147-158
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• 2017

Internet is changing the way consumers shop and buy goods and services, and has rapidly evolved into a global phenomenon. The primary purpose of this study is to investigate the influence of consumer's on-line shopping values on satisfaction and intention to re-use. Economic value, emotional value, convenience value, social value, product variety were identified as affecting factors of satisfaction and intention to re-use of on-line shopping purchasing based on prior studies of on-line shopping behavior. This study tested the hypothesized model using the data from 132 consumers who have purchased products in on-line shopping mall. According to the result, economic value, emotional value, product variety are significantly related to the consumer satisfaction but convenience value, social value are not. Consumer satisfaction of online purchasing was also shown to be related to the intention to re-use. It can provide practical guidelines on effective operation strategies for consumer loyalty.