• The Research Journal of the Costume Culture
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• v.23 no.2
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• pp.228-241
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• 2015

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

• Journal of the Korean Society of Costume
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• v.59 no.10
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• pp.111-123
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• 2009

This study investigated the multifaced country image. The casual relationships among the multifaced country image, attitudes toward a country, and purchase emotion and purchase intention of fashion products with Korean images were also investigated. To conduct a quantitative analysis, we collected data from 296 Korean female consumers. SPSS 12.0 and AMOS 5.0 packages were used for statistical analysis. The results of this study as follows. To identify components of country image of Korea, exploratory and confirmatory factor analyses were conducted. This procedure produced five components such as culture, technique/product, ethical values, nationality, and space. Structural equational model was used to analyze the relationships among the country image, attitudes toward a country, purchase emotion, and purchase intention of fashion products with Korean image. The proposed model was verified.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.7
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• pp.2383-2399
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• 2014

Due to the low conversion rate of social commerce, its sustainability is questioned. To solve this problem, this study aims to verify the different antecedents between visit intention and purchase intention. For a visit intention, this study employs the concept of the scarcity heuristic and its momentary characteristic. The scarcity heuristic is created by a scarcity of time and quantity, and provisional coupons. In previous studies, the scarcity heuristic has often been treated as a major factor in which to influence purchase intention. However, this study examines the scarcity heuristic only as an antecedent of the visit intention, not of the purchase intention, because of its momentary characteristic. Contrary to previous studies, as this study expected, the attributes of the scarcity heuristic had a significant relationship only with the visit intention in social commerce. Additionally, the results suggest that there are two distinct intentions in social commerce: visit intention and purchase intention. This study verified that the antecedents of the two distinct intentions are different from one another. This study helps to understand why people visit social commerce sites regularly but do not buy.

• Journal of the Korean Home Economics Association
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• v.44 no.5 s.219
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• pp.79-87
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• 2006

The purpose of this study is to analyze whether service quality and perceived risk have an effect on purchase intention and satisfaction of the fashion merchandise in internet shopping malls. To this end, a survey was conducted from June 20 to July 30 in 2005, 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. First, the service quality factors were determined to be reliability, responsibility, ease of transaction, order convenience, and site characteristics. Perceived risk factors were determined to be merchandise risk, information exposure risk, social psychological risk, and function risk. Second, service quality factors of responsibility, ease of transaction, order convenience, site characteristics and perceived risk factor of social psychological risk had an effect on internet purchase intention of the fashion merchandise. Greater site use convenience, lower price, simpler ordering, and lower social psychological risk were all positively correlated with higher internet purchase intention of fashion merchandise. Third, nice quality factors and social psychological risk had an effect on satisfaction degree in internet shopping.

• The Journal of Industrial Distribution & Business
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• v.12 no.4
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• pp.35-51
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• 2021

Purpose: As the digital environment has expanded opportunity for consumers to acquire information from social media and social network services(SNS), With this environment, influencer has not only promoted products, but also participated in distribution and influencing on their followers. Despite the increasing interest in influencers, there has not been enough research on the structure of fashion influencer, relationship of immersion and purchase intention. This study examined the effects of fashion influencers' characteristics to the immersion of relationship with followers and purchase intention. Research design, data and methodology: For data collection, a pilot survey and the final survey were conducted. The pilot survey data was conducted to 50 female SNS users following fashion influencers. Based on the pilot tests, questionnaire was revised and the final survey was conducted online from august 22 to September 1, 2019 to female SNS users who have followed fashion influencer. A total of 408 data were collected, and exploratory factor analysis, correlation analysis, and structural equational modeling techniques were employed for the data analyses using AMOS 26.0 and SPSS 26.0. Results: First, five factors were extracted for the fashion influencers' characteristics: interactivity, similarity, reliability, expertise and attractiveness. Second, fashion influences' reliability, expertise, similarity, interactivity have a positive (+) effects on relationship immersion; however, attractiveness has no effect on relationship immersion with followers and fashion influencer. It was also determined that relationship immersion had positive (+) influences on purchase intention. The relationship immersion has been found to have a partially mediated effect and similarity has complete mediated effects between interactivity, reliability, and expertise of fashion influencers and purchasing intentions. In terms of fashion opinion leadership, it was found to have a significant influence on purchase intention only for low fashion leadership groups. Conclusions: The present study found the structural relationships among the influencer characteristics, relationship immersion and purchase intentions to provide framework for succeeding research. This research revealed academic association of intention of purchasing through use of fashion social media and fashion influencer marketing. The results also showed the practical implications that fashion influencers' expertise and reliability perceived by their followers are key determinants to success in influencer marketing.

• Journal of Distribution Science
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• v.15 no.1
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• pp.71-81
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• 2017

Purpose - Consumers heuristically have a specific stereotype on the price level of individual retail format because each format provides them with a different level of purchase satisfaction and emotional benefits. However, if price image which is consumers' overall impression of the aggregate price level of a retailer does not match with their expectations, its price level would be perceived as unfair. It will eventually lead to dissatisfaction and decreased revisit intention. Focused on department store and discount store, this study was designed to verify whether the price fairness plays a role of mediating effect on two influential relationships between price image and post-purchase satisfaction, and price image and repatronage intention. Research design, data, and methodology - A main survey was conducted to 140 students and 128 effective responses were used for the related analysis. T-test, factor analysis, reliability test, and mediated regression analysis were performed. Six hypotheses were developed to examine the mediating effect of price fairness on the two influential relationships between price image and post-purchase satisfaction, and price image and repatronage intention. It was also examined whether the price image of two different retail format is formed differently or not. Results - People perceived the price images of the two retail formats differently. Overall price level of department store is much higher than that of discount store. Analysis results showed that price image did not solely have a significant influence on post-purchase satisfaction unless price fairness as a mediating variable is added. Price fairness turned out to be having a significant influence on relationship between price image and repatronage intention. It influences on repatronage intention directly and also via price fairness. Conclusions - Post-purchase satisfaction can be achieved only if people perceive the price image as fair no matter how the price level is high or low according to traits of retail formats. If they think it's not fair, they would disapprove of the rightness for the price image, and also express their dissatisfaction with it. Consumers willingly make repeated visits to a store if they are convinced of appropriate price level which is perceived as fair, and if they experienced a satisfaction with overall benefits a particular store offered.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.755-770
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• 2020

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

• Journal of the Korean Society of Costume
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• v.61 no.10
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• pp.119-134
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• 2011

The present study proposes and tests an integrative model for global consumers to examine the relation among fashion marketing mix, brand attitude, brand loyalty, and purchase intention in the jeans market. The questionnaire surveys 692 consumers in the United States, China, and France. The statistical analysis methods that are used are as follows: frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionability, perceived quality, and advertising have a direct and also a positive effect on brand attitude; however, advertising didn't have a direct effect on purchase intention. In addition, the results of the SEM analysis show that brand attitude leads to brand loyalty, while also showing a direct and indirect positive effect on purchase intention. Furthermore, the multi-group analysis reveals significant differences in SEM among countries such as the United States, China, and France.

• Knowledge Management Research
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• v.14 no.4
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• pp.87-98
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• 2013

Along with the recent development of Social Network Service (SNS), such as Facebook and Twitter, social commerce market is expanding rapidly. As much, understanding consumers' purchase intention in social commerce becomes important. This study attempted to investigate the factors of consumers' purchase intention, and the effects of these determinants(price discount, perceived risk and product review) on consumer's purchasing intension in social commerce networks. Also, the interaction effects between these factors on consumer's purchasing intension were studied. The results showed that the effect of perceived risk on consumer's purchase intention found to be significantly negative. The interaction effect between price discount and perceived risk, and the interaction effect between price discount and review were meaningful on consumers' purchase intention. It indicates that the important factor for consumers to purchase products in social commerce is not just price discount but perceived risk, and that review which consumers think is manipulated has negative effect on purchase intention.

• Journal of Distribution Science
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• v.17 no.8
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• pp.45-56
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• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.