• 한국의류학회지
• /
• 제38권6호
• /
• pp.857-872
• /
• 2014

This study investigates the effect of service ubiquity perceptions on consumers' responses to virtual stores such as benefit and risk perceptions, shopping value perceptions, and service usage intention. Data were collected via a self-administered online survey from nationwide consumer panels of an online marketing research firm. Questionnaire items were adopted from previous literature and developed by authors via pretesting to measure variables. The results revealed that virtual store service ubiquity affects consumer benefit perceptions as well as risk perceptions. All benefit perceptions (including time effectiveness, user control, and compatibility) had significant mediating effects between service ubiquity and hedonic/utilitarian shopping service value perceptions. The mediating effect of financial risk was significant only in the relationship between service ubiquity and utilitarian value perception. The findings offer retailers and marketers information in regards to consumers' perception of a virtual store usage, which can enhance service and product strategy.

• Asia Marketing Journal
• /
• 제15권1호
• /
• pp.83-105
• /
• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• 한국콘텐츠학회논문지
• /
• 제19권9호
• /
• pp.152-161
• /
• 2019

본 연구는 여행 리뷰 웹사이트를 이용하는 여행객의 기능적, 쾌락적 인식, 지각된 유용성 및 행동의도 간의 구조적 관계에 관한 것이다. 소비자들은 의사결정 시에 온라인 구전과 같은 소셜 미디어 채널로부터 생산된 콘텐츠에 주로 의존한다. 온라인 구전은 구매 결정 전에 아이템을 평가하는데 도움을 주고 구매위험을 줄여주며 구매의사결정에 도움을 준다. 따라서 본 연구의 목적은 여행 리뷰 웹사이트의 지각된 유용성의 선행요인과 결과요인을 살펴보고자 한다. 선행요인으로는 기능적 인식과 쾌락적 인식을, 결과변수로는 소비자의 행동의도를 살펴보았다. 본 연구는 이들의 영향관계를 실증적으로 규명하고자 문헌연구를 통한 가설설정과 더불어 여행 리뷰 웹사이트를 한번 이상 이용해본 경험자들을 대상으로 255부의 설문지를 최종분석에 사용하였다. 가설 검증을 위해 AMOS프로그램을 이용한 구조방정식 모형분석을 사용하였다. 연구결과, 첫째, 온라인 구전의 정보품질은 여행 리뷰 웹사이트의 지각된 유용성에 유의한 영향을 주었다. 둘째, 즐거움은 여행 리뷰 웹사이트의 지각된 유용성에 유의한 영향을 주었다. 셋째, 호기심 이행성은 여행리뷰 웹사이트의 지각된 유용성에 유의한 영향을 주었다. 마지막으로 여행 리뷰 웹사이트의 지각된 유용성은 행동의도에 유의한 영항을 주었다. 이러한 근거를 바탕으로 본 연구의 시사점과 한계점을 밝히고 미래의 연구방향을 제시하였다.

• 대한가정학회지
• /
• 제45권5호
• /
• pp.95-119
• /
• 2007

The purpose of this study was to investigate the shopping values(utilitarian and hedonic values) sought and the risks(economic, functional, socio-psychological, and privacy) perceived by consumers who participate in Internet auctions by determining the factors that affect their shopping values and risk perceptions. Empirical data were collected by an Internet survey of netizens who were interested in and had experience in Internet auctions. Questionnaires were distributed to the subjects through an Internet survey site and at an Internet auction cafe. A total of 300 questionnaires were analyzed. The results showed that consumers showed a slightly greater pursuit of a utilitarian value than a hedonic outcome in their Internet auction practices; however the outcomes pursued by consumers in their teens and twenties tended to be more hedonic than utilitarian. Consumers with a higher level of innovation, self-confidence in purchase, and need for information searching showed a greater pursuit of utilitarian and hedonic outcomes. The group of consumers with a higher expectation for legal protection pursued a more utilitarian outcome, whereas the group of consumers with higher influence from the reference group pursued a more hedonic outcome. The consumers showed that they perceived functional risk as boing most serious, followed by privacy risk, economic risk, and socio-psychological risk. Subjects with higher degrees of innovation, self-confidence in purchase and self-control perceived economic risk as critical. Functional risk was perceived to be highest in the group of consumers with self-control and a need for information searching, whereas socio-psychological risk was perceived to be highest in the group of consumers showing more self-control. Privacy risk was perceived to be highest in the group of consumers with a higher degree of innovation and lowest in both groups of higher and lower affection. Both economic and privacy risks were perceived to be lower in the group of lower pursuit of a hedonic outcome.

• 한국식품조리과학회지
• /
• 제28권3호
• /
• pp.285-298
• /
• 2012

This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.

• 유통과학연구
• /
• 제13권10호
• /
• pp.83-91
• /
• 2015

Purpose - The purpose of this study is to identify whether the operation of cultural centers in discount stores contributes to their profitability. Thus, this study is aimed at exploring how the lifestyles of customers who use the cultural centers influence their intention to use the discount stores. Specifically, the effect of shopping value on the correlation between the lifestyle types and usage intention of the customers were examined through a structured research model. To verify the effect, a survey on 139 customers of the Cultural Center of Nonghyup Hanaro Club's S branch was conducted and the valid questionnaires were used for analysis. Research design, data, and methodology - The findings are as follows. First, the lifestyles seeking self-realization had a positive effect on utilitarian value, and lifestyles seeking pop cultures had a positive effect on hedonic value. Second, the mediating effect of shopping value on the correlation between the lifestyle types and usage intention of the customers is as follows. Utilitarian value had a mediating effect only on the lifestyles seeking self-realization. In case of lifestyles seeking pop cultures, the use of Cultural Center had no effect on the intention to use the discount store. Third, an analysis of a revised research model revealed that the store usage intention of lifestyles seeking pop cultures can be enhanced by boosting the utilitarian value through hedonic value. Results - The findings suggest the following. Customers with lifestyles seeking self-realization, who value what is beneficial to them with little attention to the perceptions of others, are highly interested in the benefits they can gain from shopping. As for customers with lifestyles seeking pop cultures, they are highly likely to consume products popular in a particular culture such as new products and sports, based on financial stability they pursue. Thus, they prefer more subjective, personal experience, unlike consumers pursuing utilitarian value. Conclusions - As a result, the former pursues hedonic value gained in the process of shopping with fun and joy, rather than doing shopping with a particular purpose in mind. Therefore, Cultural Centers need to offer information that fits the lifestyles of the users so that they are more likely to use the discount stores. However, if the Cultural Centers offer unified, profit-driven products and information, just to increase their store sales, it can backfire, which occurred in the past. On the other hand, if they provide information that fits the lifestyles of the users, it can actually increase the sales. Also, the findings suggest that sophisticated marketing strategies that can boost the hedonic value of customers by linking the educational contents of Cultural Centers to actual shopping, which is beneficial to consumers, should be set and operated by discount stores. In particular, customers with lifestyles seeking self-realization can be encouraged to use the stores by making them recognize the utilitarian value. However, the use of Cultural Centers doesn't necessarily lead to higher sales among customers with lifestyles seeking pop cultures. As mentioned previously, unified marketing strategy is not as effective for Cultural Centers of large discount stores.

• 유통과학연구
• /
• 제14권2호
• /
• pp.123-133
• /
• 2016

Purpose - Understanding how service convenience drives shopping performance is imperative for retailers such as department and large discount stores. Retailers have to enhance shopping productivity by reducing the costs of shopping, as convenience triggers customers' perceived shopping value, leading to customer satisfaction, and ultimately patronage behavior. Consumers, generally considering time as a scarce resource, are more sensitive to the time costs of tasks in regard to shopping trip, differently from forming perceptions of convenience in time orientation. Therefore, this study attempts to examine the moderating effects of consumers' time orientation on the relationships among service convenience of retailers and shopping performances such as shopping value and service performances. Research design, data, and methodology - The department and discount store chains were chosen as the point of analysis in this study. Data were collected from a survey of real-life consumers and all respondents were screened to ensure only those who had visited in the department and discount store chains within past six month prior to the day of data collection. Out of 600 self-reported surveys that were distributed, a total of 530 responses were returned and after excluding 20 incomplete responses, the final sample size was 510. The three hypotheses were proposed and tested in this study. The one hypothesis was on the moderating effects of time orientation for the effects of service convenience on shopping value (hedonic and utilitarian shopping value). The other two hypotheses were on the comparisons between high and low time-oriented customers with the effects in shopping value from service performance. Hierarchical moderated regression analysis was used to test the hypotheses. Results - The results suggest that the effect of service convenience on utilitarian shopping value and the positive effect of utilitarian shopping value on customer satisfaction are greater in low time orientation than high time orientation customers. Conversely, when customers are highly oriented toward time, the effects of hedonic shopping value on customer satisfaction and revisit intention are greater than for customers who are lowly oriented toward time. Conclusions - This study has two-fold significance. First, this study contributes to the consumer behavior and services marketing literature by incorporating customers' time orientation into the service convenience-shopping performance. Although the effect of service convenience on shopping performance might differ from customers' perceptions concerning shopping, there has been little investigation or comparison between customers' perception on time. This study is a first attempt to consider how the effects of service convenience on shopping value and service performance vary with differing levels of customers' time orientation. This study advances prior studies by showing that the service convenience-shopping value and service convenience-service performance relationships vary across different combinations of the customer's time orientation. The findings of this study suggest that the retailers need to enhance the experiential aspects of the stores for their high time-oriented customers. Conversely, for the low time-oriented customers, the retailers should boost the visual distinctiveness and ease of store navigation.

• 한국의류학회지
• /
• 제47권1호
• /
• pp.85-109
• /
• 2023

Laundry has traditionally been regarded as one of the most demanding household chores, but the introduction of smart washing machines is changing this perception. Although smart washing machines have been on the market for several years and consumers' perceptions of washing machines have changed, little is known about consumers' perceptions of smart washing machines. The purpose of this study is to determine what users expect from smart washing machines. We conducted two focus group interviews with sixteen participants who had used smart home appliances to acquire qualitative data. Stimuli created by the interviewees were applied in the focus group interviews to collect more insightful data. We analyzed the data using the three-step method and QSR NVivo. Analysis revealed ten categories of predictive expectations, including seven utilitarian attributes (i.e., smart functionality, smart user interface, reliability, controllability, interactivity, functional value, and economic value) and three hedonic attributes (i.e., fashionable value, psychological value, and social value). The results of this study have implications for the development of smart washing machines that would satisfy consumers by taking user expectations into account.

• 한국콘텐츠학회논문지
• /
• 제16권10호
• /
• pp.81-95
• /
• 2016

이 연구는 중소기업의 일자리 인식 전환과 일자리 미스매치 해소 방안을 도출하기 위해 첫째, 청년 구직자와 중소기업 재직자들이 지니는 중소기업에 대한 인식과 가치는 어떻게 유형화되며, 인식유형별 특성은 무엇인지, 둘째, 인식 유형에 걸쳐 나타나는 공통점과 차이점을 살펴보는데 목적이 있다. 주관적인 신념, 관점, 선호에 대한 접근을 위해 질적 연구방법인 Q방법론을 활용하였으며, 조사된 자료의 분석은 PC용 QUANL 프로그램을 사용하였다. 분석결과, 중소기업이 주는 개인적 혜택과 삶의 가치 추구 가능성, 중소기업의 사회적 인지도 평가에 있어 유형 간 차이를 보이고 있다. 본 조사에서 밝혀진 4개의 인식 유형은 "긍정적 평가 유형", "부정적 평가 유형", "개인적 실리 추구 고평가 유형", "중립적 평가 유형"으로 분류되었다. 중소기업에 대한 인식은 기존의 연구에서 밝혀진 것 보다는 긍정적인 측면이 많이 나타났으며, 인식의 유형은 이분법적인 시각보다 다양할 수 있다는 점을 시사하고 있다. 이에 따라 중소기업은 구직자 유형별 차별화된 전략을 가지고 접근을 해야 할 필요성이 제기되었다.

• 한국의류산업학회지
• /
• 제9권2호
• /
• pp.229-236
• /
• 2007

Many researchers have focused on consumers' clothes purchase behavior, These researches could not reflect the characteristics of the single consumers' clothes purchase behavior. In addition, little has been written on the single consumer. The purposes of this study are to identify the concept and psychologic characteristics of single consumer and investigate the effects of single consumers' psychologic characteristic and susceptibility to interpersonal influence on clothes shopping pursuing value. Also, It was analyzed how single consumer' pursuing values are different based on the type of single motivation. To test research problems, Data were collected by means of a survey questionnaire, which was sent to 300 single in Pusan and Ulsan. In total, 274 were returned and 14 were unusable because of unacceptable levels of missing data. The Results were summarized as follows: First, self-efficacy, informative and normative influence were positively related to utilitarian pursuing value employee satisfaction. Also, self-efficacy, variety seeking, innovativeness and informative influence had a positive effect on hedonic pursuing value. Second, voluntary single and nonvoluntary single group had different perceptions about self-efficacy, variety seeking, innovativeness, informative influence, and hedonic pursuing value.