• Journal of the Korean Home Economics Association
• /
• v.40 no.1
• /
• pp.99-112
• /
• 2002

The purpose of this study was to examine characteristics of online consumer groups by information seeking type and to identify the variables influencing consumers'purchase intention of internet fashion product shopping by consumer groups. A questionnaire was administered to 456 adults who had purchasing experience at fashion outline shopping mall. SPSS 9.0 package was used for data analysis. Factor analysis, ${\chi}^2$-test, t-test, frequency, percentage, one-way ANOVA and stepwise regression analysis were utilized. The online store attribute dimensions of fashion online shopping main were tangibility, variety, marketing promotion, responsiveness, reputation, price and convenience. The online store attributes had directly different influences in the purchase intention of Internet fashion product shopping by online consumer groups. Outline information seeking type who had higher variety and reputation perceptions had more positively affected on the purchase intention of internet fashion product shopping. Offline information seeking type who had higher tangibility and variety perceptions had significantly positive influence on the purchase intention of it. Combination(online+offline) information seeking type who had higher price and responsiveness perceptions had positive impact on purchase intention of it.

• Science of Emotion and Sensibility
• /
• v.20 no.2
• /
• pp.23-32
• /
• 2017

Although previous studies have emphasized factors affecting people's variety-seeking behavior, research has not been performed to examine the interaction effect of good-bad luck and embodied cognition (hand washing) on variety-seeking behavior. Experience of good and bad luck affects consumer information processing and hand washing is known to reverse the experience of luck. Understanding the interaction effect of good/bad luck and hand washing on variety seeking behavior will shed important light on consumer behavior including choice and product purchase. To do this, a study was performed to investigate the effects of good/bad luck priming and hand washing on variety seeking behavior. Participants were primed with good or bad luck and then were asked to either wash their hands or not. After that, they were led to choose yogurt for the next seven days and the dependent measure was the number of different tastes of yogurt participants picked up. An interaction effect of luck priming and hand washing was found. Results indicate that, in good luck condition, there was no difference in variety seeking behavior between hand washing participants and non-hand washing participants. However, in bad luck condition, hand washing participants chose less diverse tastes of yogurt than non-hand washing participants. Implications of the study findings for the field of consumer psychology and marketing are discussed.

• Knowledge Management Research
• /
• v.14 no.1
• /
• pp.73-94
• /
• 2013

Customer's purchase state consists of purchase inertia and variety-seeking. As the growing brand familiarity triggers the increase of brand attractiveness, customers purchase state will be of inertia. However the excessively growing brand familiarity ignites the decrease of brand attractiveness. Followingly the purchase state will be tend to plunge into the variety-seeking state. The main topic of this study is to validate the asymmetric formation of customer's purchase states between inertia and variety-seeking. In order to follow up the main topic, this article introduces a model to freely describe the velocity of value changes depending upon the purchase states. This model will help overcome the limitation of the past studies having been based on the symmetric value changes. Based on this approach marketer will be able to decide the timing of sales promotions. This research utilized local telecommunication carrier's database of smartphone application purchase/download records. This database was collected from two years (2009 and 2010) span, the time when the smartphones started commodifying in Korea whilst most of the past studies had used purchase data of maturity stage products. From this approach utilizing the introduction stage data in the product life cycle, the probability of brand choice depending upon the purchase state on the early-stage can be probed. Moreover, this study tries to expand the research methodology from the other areas of research by knowledge sharing. Here this study introduces the methodology of section-aggregated multinomial logit to simultaneously estimate the parameters that were included in the plural multinomial logit functions while the plural functions were inter-connected. This adoption of section-aggregated multinomial logit model procedures from the computerized statistics areas is expected to nourish the marketing research for more precise analysis and estimation of effects of marketing activities.

• The Research Journal of the Costume Culture
• /
• v.19 no.2
• /
• pp.360-375
• /
• 2011

The fashion market focuses on consumers and maximizes consumers' satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation. Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship, and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers, with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".

• International Area Studies Review
• /
• v.16 no.1
• /
• pp.221-239
• /
• 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 Digital Convergence
• /
• v.14 no.1
• /
• pp.91-97
• /
• 2016

The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper investigates the effect of extraversion-introversion on the omni-channel shopping favorableness. Moreover, the effect of variety-seeking tendency is examined as a mediator. The results of an experiment using PROCESS program find that when participants are more extravert, they show greater favorableness toward omni-channel shopping and variety-seeking tendency mediates the effect of extraversion-introversion. Based on the findings, this research proposes managerial implications and several directions for further research.

• Journal of the Korean Home Economics Association
• /
• v.26 no.3
• /
• pp.153-169
• /
• 1988

This study aimed at investigating the socialization of householdwork to the difference of life style pattern of housewives. For the purpose, questionnaires were administrated to the housewives in Seoul and to analyse of the date, factor analysis F-test, t-test and path analysis were used. The results can be summarized as follows ; 1. By utilizing factor analysis, the life style patterns of housewives were classified into 7 types, they were named, self-improvement type, social activity type, modernistic type, sound and thrifty type, variety-seeking type, passive stability-seeking type, the traditional and conservative type. And the patterns of life style differed significantly according to all of the demographic variables except family type. 2. The level of socialization of householdwork was not reaching the medium, and the mean was 19.45. 3. The socialization of householdwork were influenced indirectly by the age, educational level, income level, family type and social activity type, variety seeking type, traditional and conservative type of the life style pattern. And directly, the age and educational level influenced the socialization of householdwork.

• Journal of Families and Better Life
• /
• v.17 no.3
• /
• pp.17-32
• /
• 1999

This study shows how the lifestyle of Housewife as well as usual socio-economic variables affect the expenditure of urban household. The Result of Factor Analysis revealed that the lifestyle of urban housewives were composed by four different traits. 1) self-improvement and rational trait 2) consumption-oriented convenience seeking trait 3) traditional-conservation trait 4) money-oriented variety seeking trait. Based on the Multiple regression analysis the analysis of the relative influence of variables which were associated with the expenditure of each item showed that influential variables for each item were different but economic variables(e, g , income saving, property etc) affected on most of expenditure. Socio-economic variables were more influential than lifestyle variables for every item. But lifestyle variables were influential the same as Socio-economic variables for unnecessary expenditure item more than necessary items particularly consumption-oriented convenience eeking trait and money-oriented variety seeking trait affected.

• Fashion & Textile Research Journal
• /
• v.15 no.3
• /
• pp.381-392
• /
• 2013

This study analyzed the effects of internet fashion consumer characteristics and shopping motivation on price sensitivity as well as the effect of price sensitivity on negative purchasing behavior. A survey was conducted from August 10 to September 20 in 2012 and 364 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The characteristics of internet fashion consumers were composed of innovation tendency, impulse buying tendency, information orientation, and variety seeking tendency. Shopping motivation was composed of convenient motivation, social motivation, hedonic motivation, product motivation, and economic motivation. The information orientation and variety seeking tendency of internet fashion consumers influenced the price search. The innovation tendency, impulse buying tendency, and variety seeking tendency of internet fashion consumers influenced the price importance. Convenient motivation, hedonic motivation, and product motivation positively affected the price search; however, social motivation negatively affected the price search. The social motivation, hedonic motivation, and economic motivation of internet fashion consumers positively affected price importance. Price search and price importance influenced the purchasing delay; in addition, price search influenced the switching intention. The results of this study provide useful information for customer management and internet shopping mall marketing strategies.

• Journal of the Korean Society of Food Culture
• /
• v.27 no.1
• /
• pp.19-29
• /
• 2012

The purpose of this study was to understand interrelationships among switching costs, customer satisfaction, and switching intent in a family restaurant. Based on a total of 427 customers obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of five hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model (SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=137.881 (df=50); p< .001; CMIN/df 2.758; GFI= .947; AGFI= .919, NFI= .965; IFI= .978; TLI= .970; CFI= .978; RMR= .047; RMSEA= .064. The results showed that switching cost (${\beta}$= .123) in a family restaurant had a positive (+) influence upon customer satisfaction. Further, switching cost had a significantly negative (-) effect on switching intent (${\beta}$= -.414). In addition, there were moderating effects related to customer knowledge and variety seeking orientation in terms of the causal relationships between switching costs, customer satisfaction, and switching intent. Limitations and future research directions are also discussed.