• The Journal of Information Systems
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• v.25 no.3
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• pp.31-60
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• 2016

Purpose In 2016, the market size of mobile(m-) shopping goes beyeond more than half of a total of online shopping. People use smartphones as the main device for m-commerce. Under the circmustances, this study attempts to address why people prefer to use smartphone-based m-commerce. In other words, it is necessary to understand the main value that smartphone-based m-commerce creates. Drawing on the studies of consumption value, this study focuses on utilitarian value in predicting customers' continuance intention in the context of smartphone-based m-commerce, recognizing that utilitarian value is a key extrinsic motivation in the goal-oriented, performance-oriented shopping contexts. Furthermore, this study identifies factors affecting customers' utilitarian value from the perspective of benefits and costs, following the notion that it represents the result of evaluating a trade-off of benefits and costs caused by smartphone-based m commerce. More specifically, in this study, ubiquitous service, location-based service (LBS), transaction speed, and price utility belong to the benefit dimension, whereas technology anxiety and cognitive effort belong to the cost dimension. Design/methodology/approach To test the proposed hypotheses, the study conducted partial least squares (PLS) analysis with a total of 294 data collected on users with experience in smartphone-based m-commerce. Findings The results show that first, utilitarian value is increased by the benefits, such as ubiquitous service, transaction speed, and price utility. However, LBS has no direct effect on utilitarian value. Second, the noteworthy finding is that ubiquitous service and LBS greatly increase transaction speed. Third, technology anxiety and cognitive effort considered as the cost dimension are negatively associated with utilitarian value but their impacts on it are non-significant. Finally, the results support the argument that utilitarian value is a determinant of continuance intention. Overall, the findings imply that utilitarian value greatly depends on the peception on benefits rather than the aspect of cost in smartphone-based m-commerce. Overall, the findings offer new insight into the studies of m-commerce by considering and verifying the impacts of its benefits and costs simultaneously.

• Journal of the Korean Society of Food Culture
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• v.32 no.2
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• pp.111-117
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• 2017

The purpose of this study was to investigate the effects of emotional-utilitarian motivation on coffee shop selection attribution. Based on a total of 276 samples obtained from empirical research, the results of the survey were analyzed by using SPSS 22.0. The results of this study were as follows. Firstly, the results of exploratory factor analysis of coffee shop selection attribution emphasized service, coffee quality, diversity of menu, atmosphere, convenience, and price. Secondly, the customers showed higher emotional motivation than utilitarian motivation. Thirdly, emotional motivation had a significant effect on perception of 'service', 'coffee quality', and 'atmosphere'. On the other hand, utilitarian motivation had a significant effect on 'service', 'diversity of menu', 'convenience', and 'price'.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.183-191
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• 2017

This study tries to explain the relationships among omni-channel service characteristics, utilitarian/hedonic shopping value, and reuse intention. We derive instant connectivity, localization, consistency, integration, privacy risk as omni-channel service characteristics from previous studies and collect data from 190 omni-channel service users. The major findings are as follows. First, localization, consistency, and privacy risk have a significant effect on utilitarian shopping value but no significant effect on hedonic shopping value. Second, instant connectivity and integration have a positive effect on both utilitarian and hedonic value. Third, utilitarian and hedonic shopping value have a positive effect on reuse intention. This study extends the scope of omni-channel consumer behaviors by focusing on multi-dimensionality of shopping value. The results of this research can provide useful implications for practitioners to build successful strategies on omni-channel service.

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.7-17
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• 2020

Purpose - As the competition in the foodservice franchise industry and the market becomes fierce and the entry barrier is lowered, the foodservice franchisor and franchisees strive to increase their competitive advantage in the market. Therefore, the franchisor and franchisees use experience management strategies to enhance the positive experiences of customers visiting the stores. In this regard, this study examines the effects of customer-oriented activities (physical-, social-, health-, and service-oriented activities) on utilitarian and hedonic values, and loyalty using stimulus-organism-response (S-O-R) model and value-expectancy theory. Research design, data, methodology - The data were collected from panels of online survey company, who visited a foodservice franchisee within last month. The survey was conducted for about 15 days from March 7, 2019 to March 21, 2019, and about 3,500 e-mails and messages were distributed to ask for the survey. A total 412 responded and completed the questionnaires. Of the 412 completed questionaires, 12 were discarded due to missing and misinformation data and 400 were retained for further data analysis. Results --The results showed that social oriented activities, health oriented activities, and service oriented activities had positive effects on hedonic value, while physical oriented activities did not have a significant effect on hedonic value. Health oriented activities and service oriented activities had positive effects on utilitarian value, while physical oriented activities and social oriented activities had no significant effects on utilitarian value. Hedonic and utilitarian values also have a positive effect on loyalty. Conclusions - First, food service franchises should provide services and menus in consideration of the health of customers. When a customer visits the store, franchisee should provide more health-oriented food or materials and clean and comfortable conditions so as not to threaten the health of the customer. Second, the food service franchise must build a service-oriented system. Foodservice franchisor need to provide continuous service training not only to the franchisees, but also to the employees of the franchisees. Third, franchise should design a store where customers can form social exchanges through providing various information exchange to customers and making the store as a local community center.

• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.97-117
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• 2016

Drawing on the theoretical framework of customer value-satisfaction-loyalty, this study examines how scarcity message influences customers' value, satisfaction, and loyalty in the context of group-buying social commerce. Previous studies have argued that scarcity message limiting the avilability of products and service is a source of enhancing customer value. In this regard, this study posits scarcity message as a predictor of customer value. Furthermore, this study classifies customer value into two forms (i.e., utilitarian value and hedonic value) and verfies how scarcity message is associated with them. To test the proposed research model and hypotheses, this study performed structural equation modeling (SEM) analyses, using a total of 292 data collected on users who have experience in purchasing products and service through group-buying social commerce sites such as Coupang, Timon, and WeMakePrice. The key results are as follows : First, scarcity message increases utilitarian and hedonic values and further customer satisfaction. Second, utilitarian value increases customer satisfaction and repurchase intention while hedonic value has nothing to do with them. The findings imply that customers seek to maximize utilitarian value through group-buying social commerce. Finally, this study indicates that repuchase intention depends greatly on customer satisfaction.

• Journal of the Korean Society of Costume
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• v.56 no.7 s.107
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• pp.46-57
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• 2006

The purpose of this study is to analyze whether perceived utilitarian value and service qualify have an effect on repurchase intention of fashion merchandise in internet shopping. A survey was conducted from June 20 to July 30 in 2003, among married women aged in their 20s and 30s, on their purchase experience of fashion merchandise from internet shopping malls. The survey was conducted over the internet with 306 subjects. The statistical analysis methods were frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results of this study were as follows. 1. A married women aged in their 20s and 30s were shown to high-purchasing on nightgown, underwear, women's pants, casual wear through internet shopping. Their perceived utilitarian value had an effect on repurchase intention of fashion merchandise in internet shopping. 2. The service quality factors were determined to be site reliability, site reactivity, order assurance, order easy, site organization. Service quality factors of site reactivity, order assurance, order easy, site organization had an effect on repurchase intention of fashion merchandise in internet shopping.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.37-52
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• 2019

Purpose - This study examined the relationship between service quality, perceived value, customer satisfaction and behavioral intention of coffee shop using CoffeeSERV scale. In this model, CoffeeSERV scale consists of fundamental characteristics, physical environment, confidence, beverage characteristics, and representation factors. In particular, this study tried to demonstrate the moderating effect of customer's regulatory focus orientation among in the relationships between service quality, perceived value, customer satisfaction and behavioral intention. Research design, data, and methodology - This study intends to expand the existing service quality research by using the coffee shop service quality measurement tool developed by domestic researchers. I wanted to find some implications for the trend. In particular, this study applied the regulatory focus theory to identify individual differences of customers regulatory focusing motivation. In order to verify several hypotheses, the data were 227 college students and analyzed with SPSS/PC 21.0 and SmartPLS 3 program. The moderating role of customer's regulatory focusing motivation was tested using multi-group analysis with SmartPLS 3 program. Results - The resutls are as follows. First, the fundamental characteristic factors only had a significant influence on the utilitarian value perception, but in the hedonic value perception, all other service factors except for the beverage characteristic had a statistically significant effect. Second, utilitarian and hedonic value had significant effects on customer satisfaction. Third, customer satisfaction had a significant effect on behavioral intention. Finally, the regulatory focus orientation played a moderating role in the relationship between beverage characteristic - utilitarian value, representation - utilitarian value, fundamental characteristic - hedonic value, physical environment - hedonic value, confidence - hedonic value, and utilitarian value - behavioral intention. Conclusions - The results of this study show that the various service quality factors that make up the CoffeeSERV scale have different effects on utilitarian and hedonic value. This means that perceived benefits from product and service experience have different impacts on the customer's experience. Therefore, marketers should identify the impacts of service quality dimension that customers who use coffee shops consider important, understand the impact process of these quality factors on experience value, customer satisfaction, and behavioral intention, and allocate limited marketing budget. The results also show that it is possible to establish differentiatied response strategies using customer's regulatory focus orientation to find ways to enhance utlitarian and hedonic value, customer satisfaction, and behavioral intention using various Coffeeshop service quality factors. At the end of this paper, some limitations and future research directions were suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.6
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• pp.857-872
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• 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.

• The Korean Journal of Franchise Management
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• v.11 no.3
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• International Area Studies Review
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• v.21 no.2
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• pp.197-218
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• 2017

The research ais to examine the relationship among service factors, customer's consumption value and revisit intentions in the multiplex cinema industry focusing on multiplex cinema service in Korea and Vietnam. This research also aims to compare the influence of service factors on consumption values and revisit intention between customers in Vietnam and Korea. Data using for this research were collected in Ho Chi Minh, Vietnam and Seoul, Korea through both offline and online survey. Research findings suggest that service factors significantly influence utilitarian values and hedonic values, then both hedonic and utilitarian value have a significant influence on customer's revisit intention in multiplex cinema. Specifically, utilitarian value shows a greater influence on revisit intention in Korea whereas hedonic value shows a greater influence on revisit intention in Vietnam.