• Fashion & Textile Research Journal
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• v.25 no.1
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• pp.24-40
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• 2023

Contemporary consumers' acceptance of second-hand products has been increasingly improving worldwide, especially in China. Based on the Extended Unified Theory of Acceptance and Use of Technology, we developed and empirically validated a research framework to predict consumers' motivation to use re-commerce platforms. We explored the diverse factors influencing mobile commerce usage through re-commerce platforms. Furthermore, this study investigated the role of gender differences as a factor moderating the association between several constructs and the intention to use re-commerce platforms. A total of 226 consumer responses were collected. The results indicated that hedonic motivation, performance expectancy, consumer habits, social influence, and price value affect consumers' attitudes toward re-commerce platforms. The effects of the attitude toward re-commerce platforms on the intention to use these platforms were also statistically significant. When effort expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, male consumers' attitude toward its usage, in particular, also increases. Meanwhile, when performance expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, the attitude toward its usage increases among female consumers. Moreover, our results indicate that the two gender groups present different characteristics regarding re-commerce platform usage. Therefore, this study offers a theoretical basis for future analyses of second-hand trade.

• Journal of Fashion Business
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• v.18 no.6
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• pp.157-173
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• 2014

The purpose of this research is to investigate the effects of fashion companies' micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions. In this research, the technology acceptance model (TAM) was used as the research framework, and innovativeness, self-efficacy, and perceived enjoyment variables were included in the model. Through an online survey, 195 respondents participated in this study. The results were as follows: fashion innovation and self-efficacy have a significant positive effect on perceived usefulness, as well as ease of use. These two factors have a significant positive effect on perceived enjoyment. Furthermore, and most significantly, this perceived enjoyment has a significant effect on the consumer's attitude toward the company, and intention to purchase the fashion company's products.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.5
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• pp.809-824
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• 2017

Interest in and use of social media as a communication channel are consistently evolving; in addition therefore, corporate social responsibility (CSR) activities have been often conducted on online channels such as social media due to the advantages offered by the rapid spread of information. Consumers can be persuaded differently and their cognition can be influenced depending on who delivers what message. This study examines the influence of information source characteristics on eWOM acceptance of CSR messages and attitudes toward a company. This study compares cases: when a company sends their CSR message versus when an individual (i.e., consumer's acquaintance) sends the company's CSR message. A total of 320 respondents were presented with online stimuli and responded to the questionnaire to identify this phenomenon. Vegan fashion (which refers to products made from raw materials without animal cruelty) was used as stimuli in this study because it is a representative example of CSR activities. As a result, when consumers are exposed to CSR messages online, perceived expertise, trustworthiness and attractiveness of information source affect consumer's electronic word-of-mouth (eWOM) acceptance and attitude toward a company. However, only trustworthiness influences eWOM acceptance in cases of a corporation information source. This study confirms the differences in eWOM acceptance and in attitudes to the company depending on to whom the messages were sent and with what content.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.2
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• pp.295-309
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• 2020

In 2019, Japan announced trade regulations against Korean products; consequently, the sales of Japanese products in Korea dropped due to a Korean consumers' boycott. This study measured the Korean consumers' political consumption behavior toward Japanese fashion products. Unstructured text data from online media sources and consumer posted sources such as blog and SNS were collected. Text mining techniques and semantic network analysis were used to process unstructured data. This study used text mining techniques and semantic network analysis to process data. The results identified boycotting Japanese fashion products and buycotting alternative products and Korean brands due to consumers' political consumption. Two brand cases were investigated in detail. Online text data before and after the political action were compared and significant changes in consumption as well as emotional expressions were identified. Product related industry sectors were identified in terms of the political consumption of fashion: liquor, automobile and tourism industry sectors were closely linked to the fashion sector in terms of boycotting. More "boycott" and "buycott" fashion brands (reflected in consumer attitudes and feelings) were detected in consumer driven texts than in media driven sources.

• The Research Journal of the Costume Culture
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• v.24 no.5
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• pp.653-669
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• 2016

This study examined how Chinese tourists' beauty tour preferences and attitudes toward Korean culture impacted their purchasing behaviors, repurchasing intentions, and the likelihood that they would recommend the products and services they received. Between the 10th and 21st of June, 2016, a total of 277 questionnaires were distributed in Seoul, Busan and Daegu using SPSS 21.0. On the surveys, beauty tour preferences were divided into the following categories: human service, high quality service, convenience accessibility & cost, and facility & atmosphere. The study found that high quality service and convenience & accessibility significantly affected respondents' purchasing intentions, with high quality service showing the higher standardized beta value. Friendliness to Korean culture also had a significant impact on beauty tour purchasing intentions. Preference for human service, high quality service, and facility & atmosphere significantly affected the purchasing intentions and the likelihood o f respondent recommendations, with higher standardized beta values shown (from high est to lowest) in the preference for facility & atmosphere, and preference for human service and high quality service respectively. Concerning perceptions of beauty products, preference for quality had a significant impact on the repurchasing intentions and intentions of respondents to make recommendations, as did the respondents', friendliness toward Korean culture. This study suggests that, to be most effective, beauty tours should emphasize human service and facility & atmosphere, as well as high quality service. In addition, preference for beauty services or products, and friendliness to Korean culture must be considered.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• Korean Journal of Cognitive Science
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• v.25 no.1
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• pp.25-49
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• 2014

Advertisement for one type of product competes against another type using different advertising strategies. It is important to know which factors influence people's perception of the message within the advertisement and their formation of attitudes towards the advertisement. Using multidimensional scaling, this study investigated what main factors were important when people perceive beverage advertisements on TV. A positioning map was constructed based on similarity ratings of 14 drink advertisements. We examined the meaning of the three dimensions of the positioning map by asking a different group of participants to rate on components of attention, attitudes toward advertisements and products, and intention to purchase the product in each advertisement. It was found that three dimensions in the map was attention to content, color, and motion respectively. More importantly, the attentional component to content was related to the attitude of affection and action toward a beverage introduced in advertisement. These results suggest that content-based attention in advertisements induces a positive attitude toward the advertisements.

• Fashion & Textile Research Journal
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• v.20 no.2
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• pp.177-190
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• 2018

Fashion industry constantly produces and consumes, which leads to huge waste piles of perfectly usable textiles in landfills, as well as other negative effects of an exploitative and excessively rapid fashion process. Pollution created by making and dyeing clothes has pitted fashion industry and environmentalists against each other. In this context, upcycling is seen as an optimal way to solve the growing problem of waste in fashion industry. The first purpose of the study was to analyze the relationships between upcycling fashion products' perceived value, pro-environmental beliefs, attitudes, electronic word of mouth (eWOM) intention, and purchase intention. The second purpose is to verify the difference of perceived consumption value among the consumers' awareness level and purchase experience. A total of 258 valid responses obtained from a group of 20-30-year-old participants were collected through an online survey. SPSS 23.0 and Amos 18.0 programs were used for data analysis. The results of the present study suggest that there are significant effects of upcycling fashion products' perceived value on pro-environmental belief; furthermore, pro-environmental belief was found to positively influence attitude, eWOM intention, and purchase intention. In addition, there are differences of perceived consumption value among the consumers' awareness level and purchase experience. Taken together, the results of this study provide researchers and practitioners with a deeper understanding of consumers' values, beliefs, attitudes, and behavioral intentions towards upcycling fashion products.

• Journal of Distribution Science
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• v.11 no.1
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• pp.7-14
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• 2013

Purpose - This study focuses on an empirical analysis of the factors affecting the behaviors of consumers who are extremely attached to branded products, and who commit themselves to renting them. Research design, data, methodology - The survey was conducted on college students enrolled in marketing classes. In total, 240 questionnaires were distributed. A total of 226 were returned. Questionnaires, excluding those that were void, were used for empirical analysis. We confirmed that the research model is sound by using a covariance structural analysis, and estimated its parameters. To estimate these parameters, a maximum likelihood method was used. Results - This study confirms that prominence and self-expressiveness positively affect brand attachment. Further, positive beliefs about, and the practicality of renting branded goods, influence attitudes toward their rental. In addition, commitment to renting branded goods is positively affected by attachment to the brand and attitude towards goods rental. Conclusions - Marketers should manage positive beliefs in and the practicability of renting branded goods, as well as the self-expressiveness and prominence of such products.

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.104-119
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• 2012

Fashion cultural products represents cultural trend, and they are produced a lot in Korea to express the Korean culture and style. They are also tools that embody images of Korea. This study mainly focuses on the Korean traditional-patterned ornaments as fashion cultural products. Therefore, this study aims at developing a framework of consumers' attitudes and consumption behaviors about Korean traditional-patterned ornaments, examining how the characteristics are changed according to shopping orientation. For this purpose, a quantitative survey was carried out using 455 questionnaires from women in their 20s and over. The data were analyzed using frequency analysis, factor analysis, t-test, ANOVA, cluster analysis, and $x^2$-test. Findings of this study were as follows. First, half of the respondents were found to possess Korean traditional-patterned ornaments. However, consumers had positive attitudes and tend to purchase them for their own use rather than gifts, demonstrating that the potential for the market is large enough. Second, in accordance with their shopping orientation, consumers were sub-divided into four groups: trend/brand oriented, practicality/pleasure oriented, convenience oriented, and passive shoppers. The trend/brand oriented group showed highest levels of preference regarding purchase intentions of Korean traditional-patterned ornaments. This group also showed the strongest purchasing power on fashion items among the four groups. Third, this study presented animal, plant, geometric and abstract patterns to the respondents to examine their attitudes. It was found that consumers prefered plant-patterned ornaments rather than the others, demonstrating that they have stronger preference and purchase intention toward ornaments with more natural images.