• Journal of Fashion Business
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• v.14 no.2
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• pp.81-94
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• 2010

The online shopping environment has radically changed consumer shopping behavior. Without the actual physical shopping experience in a brick-and-mortar store, consumers make purchasing decisions over the Internet. They make an effort to obtain product information not only from online merchants, but also from previous purchasers in order to make an informed decision. Accordingly, customer comments are expected to have a significant impact on decisions to purchase goods and services online. This paper focuses on one type of electronic word-of-mouth, the online consumer review. It derives several motivations why customers post product reviews on shopping mall sites. Customer motives were identified through an in depth one-on-one interview with twenty female respondents conducted twice from June $17^{th}$ to September $11^{th}$, 2009. The interviews lasted between 40 and 60 minutes. The results showed that consumers write product reviews based on six motivations: to receive a reward or remuneration for writing a product review, to share information with other customers, to improve the quality of goods and services, to reduce customer dissatisfaction, to recommend products and services, and to derive pleasure.

• The Journal of the Korea Contents Association
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• v.5 no.3
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• pp.19-28
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• 2005

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.486-500
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• 2015

This study focuses on customer loyalty that explains how firms can maintain long-term relationship with customers, in the internet shopping and mobile shopping contexts. Specifically, this study examines the key determinants of customer loyalty from two perspectives: service quality and shopping value. Concerning service quality, previous studies have long argued that it is a starting point of building customer loyalty. Shopping value is a key variable in capturing consumers' shopping motives. In this study, we consider two types of shopping value: usefulness as utilitarian value and enjoyment as hedonic value. Moreover, this study examines whether the effects of service quality and shopping value on customer loyalty differ depending on internet and mobile shopping groups. To test the proposed hypotheses, we conducted multiple linear regression analysis and chow test with a total of 199 data collected on users who have experience in internet shopping and mobile shopping. The key findings are as follows: First, in the internet shopping group, customer loyalty depends on service quality (responsiveness and empathy) and usefulness, whereas in the mobile shopping, it only depends on enjoyment. Second, the impacts of service quality and shopping value on customer loyalty are different depending on internet shopping and mobile shopping. The results imply that e-tailors should develop differential methods suitable for internet shopping or mobile shopping to enhance customer loyalty.

• Fashion & Textile Research Journal
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• v.9 no.6
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• pp.637-644
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• 2007

The purposes of this study were to classify adolescents by their lifestyles and to investigate the differences in clothing purchase behavior among lifestyle groups. The data were obtained from questionnaire completed 341 adolescents in Daegu area. The SPSS package was used for data analysis which included frequency, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA, and Scheffe test. Lifestyles of adolescents were categorized into five factors such as clothing hedonic shopping orientation, positive activity, material orientation, frugality, digital orientation. Three clusters (achievement orientation group, ordinary group, economic orientation group) were developed by five factors of lifestyles. While the achievement orientation group had the highest purchase motives and used the most information sources, the economic orientation group had the lowest purchasing motives and used the least information sources. There were significant differences in clothing purchase frequency and average clothing expenditure among three clusters.

• Journal of the Korean Home Economics Association
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• v.44 no.4 s.218
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• pp.175-190
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• 2006

The purpose of this research is to investigate consumers' experience of using Internet used-item markets in order to determine their motives in such activity. In terms of the Internet used-item market, (1) it contributes to a sound culture of consumption by recycling, (2) as a C2C market, it retains characteristics fundamentally different from the existing one-way type of market, (3) and it offers different characteristics from existing offline-based flea markets. Two significant themes emerged from the study results. First, users of Internet used-item markets passed through various stages such as novice, addict, and expert and learned the techniques for utilizing the used-item market. Second, for fast transactions with generalized Internet banking and the increasing trend for price bargaining emotional exchange among members is being transformed into the pursuit of transactional efficiency.

• International Area Studies Review
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• v.16 no.1
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• pp.221-239
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• 2012

The purpose of this paper is to investigate the impact of internet shopping motivations on information searching intention, customer satisfaction and purchase intention. To achieve this goal, literature review and empirical studies were conducted in parallel. The results of this study are as follows: First, the motives of internet shopping of Chinese consumers were found to be in four dimensions, "seeking convenience," "seeking low-cost," "seeking variety" and "seeking pleasures", in order of large proportions, respectively. Second, Among these four internet shopping motivations "seeking convenience,""seeking variety" and "seeking pleasures" were found to have direct, significant and positive effects on information searching intention. But "seeking low-cost" has no positive effects on information searching intention. Third, information searching intention was found to have direct impact on customer satisfaction and purchase intention. Fourth, Customer satisfaction has an direct and positive effects on purchase intention.

• Journal of Fashion Business
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• v.1 no.3
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• pp.71-81
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• 1997

The purpose of the study was to identify customer patronage motives of female aged 20 to 29 for fashion specialty stores and purchasing behavior and make comparison of patronage motives and purchasing behavior according to patronage groups as determined by level of patronizing fashion specialty stores. The subjects were females aged 20 to 29, owned at least one fashion speciality store charge card, and resided in Seoul. A questionnaire was developed by the researcher and distributed to 450 females. A sample of 409 females responded to the questionnaire. Frequency count and percentage, factor analysis, Analysis of Variance (ANOVA) and Tukey's test were used for statistical analysis. The respondents were classified into three groups (high, middle, low patronage groups) according to the level of patronizing fashion specialty stores. In patronage motives, the high patronage group rated store attributes, service and merchandise assortment important. The middle patronage group considered merchandise assortment and convenience of shopping and payment important. The low patronage group regarded service important. In buying behavior, the high patronage group showed a strong orientation of planned purchase and impulse buying by merchandise. The middle patronage group had significantly a strong orientation of impulse buying by sales promotion. The low patronage group showed a strong orientation of planned purchase.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.880-892
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• 2009

An overflow of information leads consumers to be easily distracted and to neglect the information being provided to them. E-tailers have to select types of information sources and provide their consumers with the most appropriate information. This study was done to specifically contribute to the research in proposing strategies of providing information of the Internet merchant to the e-shoppers through the analysis of relationships among the online purchase motives of consumers, the use of information sources, and decision making styles. This research categorizes the use of information sources into information sources concerning online stores and information sources concerning products. The uses of information sources relative to online stores are classified into the neutral, human, and marketer-oriented sources. The uses of information sources concerning the products are classified into the online and offline source. This study provides important suggestions for e-tailers to provide information about stores as well as products to the consumers with adaptable strategies.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.45-71
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• 2006

Questionnaire data of 287 patrons of Tesco's Homeplus, Carrefour, Ermart, and Wal-rnart in the northern Daegu, Korea, using a structural equation model, were analyzed to investigate the hierarchical effects of values on discount store re-patronage intention as a measure of store loyalty, mediated by customers' evaluations of store associations. It was revealed that while customers' social affiliation value has a positive effect on store atmosphere evaluation, customers' self-actualization value has a positive impact on both after-sale service and employee services. It was also revealed that three associations such as access to a store, interior design, and employee services in their descending order have strong positive influences on the formation of customers' re-patronage intention. Theoretical and managerial implications are discussed in the conclusion.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1319-1330
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• 2010

This study examines the underwear purchase behaviors of female consumers based on fashion leadership. Data research was conducted on 348 females in their 20s and 30s located in the city of Seoul & the surrounding Gyeonggi provincial area. The SPSS 17.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, ANOVA, and Scheffe's test as a post-hoc analysis. The results of this study are as follow. 1. Fashion leadership was identified with four factors; fashion opinion leadership, fashion innovation, confidence of fashion, and potential fashion leadership. Customers were segmented into the following three subdivisions: fashion leaders, fashion followers, and fashion laggards. 2. The factors derived from the factor analysis of underwear purchase motive included pursuit of fashion, economic, and fashion coordination. Fashion leaders highly regarded the pursuit of fashion & fashion coordination, but fashion laggards regarded economics highly. 3. The factors derived from the factor analysis of selection criteria included design attributes, brand attributes, functionality of clothes, and practicality. Fashion leaders regarded the attributes of design and brands highly; fashion followers regarded design attributes highly. 4. The factors derived from the factor analysis of underwear attitude included fashion/shopping orientation, fashion coordination orientation, and wear sensation/modesty orientation. Fashion leaders regarded fashion, shopping, design, and fashion coordination orientation highly relative to fashion followers and fashion laggards. 5. Fashion leadership showed significant differences in purchase motives, selection criteria, and underwear attitude.