• Journal of Distribution Science
• /
• v.20 no.11
• /
• pp.33-45
• /
• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.19 no.10
• /
• pp.214-221
• /
• 2018

This study was conducted to identify the negative effects of sports sponsorships on consumer attitudes towards sports celebrities and the products advertised by them. The results of this study verified the main effects of sports celebrities' responsibility level on consumer attitudes toward the sports celebrity and his/her products in cases of negative incidents. Furthermore, the moderating roles of sports celebrities' response strategies were identified. Data were collected from 135 undergraduate students in the Republic of Korea using a questionnaire. The data from nine participants were discarded because of disingenuous answers to the questionnaire; thus, the final sample consisted of 126 participants. Multivariate analysis of variance (MANOVA) of the obtained data revealed that a sports celebrity's responsibility level has negative effects on consumer attitude toward the sports celebrity and the product. The moderating effects of the sports celebrity's response strategies were also significant.

• The Journal of the Korea Contents Association
• /
• v.17 no.1
• /
• pp.532-549
• /
• 2017

This study identifies the pet-name using the celebrity's endorser and the pet-naming effect by the subject of creating brand identity. For this study, pet-naming types are made up of 3 types(non pet-named/pet-naming by company intention/pet-naming by customer's word of mouth). As the results of this study, pet-naming types affects the perceived value. The perceived value has a perfect mediating effect between pet-naming types and consumer response. Also, the level of informative interpersonal influence has significant interaction effect between pet-naming types and perceived value. The research, therefore, reaches several important conclusions. First, when the pet-naming types were consisted, customer's brand identity creating phenomenon was included. Second, pet-naming types affects the confirmed perceived value which is the customer's view. Third, susceptibility to interpersonal influence was differently identified with normative interpersonal influences and informative interpersonal influences. Furthermore, this study analyzes the market's behavior trends, and in extend the progression of pet-name marketing.

• Journal of Fashion Business
• /
• v.15 no.2
• /
• pp.86-95
• /
• 2011

The purpose of this study was to examine the relationships among technology innovation (perceived ease of use, perceived ease, joyfulness), individual variables (innovation, self-efficacy), fashion variables (fashion involvement, interest in celebrity style), shopping attitudes toward fashion T-Commerce, and purchasing intention. Two hundred seven female participants in age group of 20s participated in this study. For data analysis, descriptive statistics, simple and multiple regression, and Cronbach's Alpha were used to test the research questions. As the result, first, all three variables (perceived ease of use, perceived ease, joyfulness) from technology innovation did affect on attitudes toward fashion T-Commerce. Second, individual innovation did affect positively on attitudes toward fashion T-Commerce. Third, interest in celebrity style affected positively on attitudes toward fashion T-Commerce. Finally, attitudes toward fashion T-Commerce affected positively on purchasing intention of fashion T-Commerce. Based on these results, T-Commerce fashion merchandising marketing strategies of fashion goods would be provided to fashion T-Commerce retailers or marketers.

• Journal of the Korea Society of Computer and Information
• /
• v.29 no.3
• /
• pp.199-216
• /
• 2024

This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.

• Journal of the Korea Society of Computer and Information
• /
• v.25 no.6
• /
• pp.239-250
• /
• 2020

The purpose of this paper is to explore the influence of the "contextualization" effect of web celebrity live broadcast on the e-commerce platform on consumers' perception of product value, risk and purchase intention. Live in this paper, using Taobao shopping consumers as the research object, the survey method, questionnaire survey is adopted, the form through the questionnaire and distributed network, a live in order to further validation of web celebrity effect of contextualized actual influence on consumer purchase intention, questionnaire design the Likert scale, seven and recycling questionnaire analysis using the statistical software SPSS 23.0 and AMOS 22.0 after processing the data. After determining the reliability and validity of the questionnaire, the exploratory factor analysis was used to verify the hypothesis and calculate the actual adjustment degree of the "contextualization" effect of web celebrity live broadcasting on consumers' purchase intention. The research results of this paper are summarized as follows :(1) consumers' perceived value of products can significantly positively affect their purchase intention, while perceived risk has a significantly negative impact on their purchase intention; (2) consumers' trust and purchase intention to products are regulated by the "contextualization" of web celebrity live broadcast. Specifically, for web celebrity live broadcasting with good "contextualization" effect, the perceived value of consumer products has a positive impact on product trust, which is higher than that of web celebrity live broadcasting with poor "contextualization" effect. In terms of resolving consumers' perceived risks to products, web celebrity live broadcast with good "contextualization" effect is also significantly better than web celebrity live broadcast with poor "contextualization" effect. Based on empirical analysis, this paper concludes that web celebrity live broadcasting will become a new breakthrough for the sustainable growth of the e-commerce industry, and puts forward Suggestions on the e-commerce marketing mode and the transformation of web celebrity live broadcasting industry.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.1
• /
• pp.22-32
• /
• 2009

The purpose of this study was to suggest the appropriate marketing strategies for Korean fashion companies wishing to enter the US market. In-depth-interview with documentary research were performed to investigate the seven Korean fashion companies launching in the US market as wholesalers or retailers. The interviews were executed from May to July 2007. The results of the study were summarized in accordance with Marketing Mix(4P's). In most cases, the brand targets are female customers of 20's to early 30's. The products carried by the companies are trendy with a tint of vintage and oriental feelings. The price ranges from middle to high level. Most brands are engaged in wholesaling through trade shows to sell the merchandise for department stores or specialty stores, but recently are trying to convert to retailing. Trade shows and show rooms are used as one of the promotion tools, but celebrity marketing has also been active for the promotions. Most companies suggested their superior qualities of the products as their strength, and the lack of experience and information as their weakness. Most companies forecast that the influence of FTA between Korea and the US may be limited because of Korea companies' overseas outsourcing system.

• The Research Journal of the Costume Culture
• /
• v.26 no.6
• /
• pp.966-981
• /
• 2018

Consumers' desire for beauty has become a driving force in the beauty service industry which was further developed through specialization and segmentation. Nail-care service, which is one of the beauty services, is showing rapid growth, and intense competition among salons has become apparent. Thus, service management method and marketing strategy are required for customer satisfaction. Therefore, in this study, we tried to classify the nail-care services on the basis of systematization and realization of its characteristics which are fundamental when developing management and marketing strategies. The subjects of this study were women in their 20s and above living in Seoul, Gyeonggi, and Incheon areas. As a result, the nail-care service factors are classified as "external environment" (interior, celebrity, newness), "internal environment" (equipment and products, cleanliness, and environment), "location" (location and transportation convenience), "reputation" (good reputation), "technician skill," "kindness," "relationship" (relationship, empathy, and affinity), and "price and discount." The consumer types of nail-care services were classified into three groups according to the degree of involvement of these concept systems. These results can be used as marketing basics and will be the basis for studying marketing strategies. However, the consideration of setting up a marketing strategy for each consumer type will be presented in a follow-up study.

• Journal of the Korean Society of Costume
• /
• v.64 no.1
• /
• pp.18-30
• /
• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• Asia Marketing Journal
• /
• v.16 no.1
• /
• pp.133-148
• /
• 2014

People enthusiastic about human brands eagerly engage in fan communities to share their common interests with others. Although sharing one's enthusiasm towards the same celebrities can give thempositive senses of we-ness (in-group identity, togetherness, camaraderie) and belongingness, negative sides also exist such as schadenfreude and trash talk. Even though the studies addressing the negative sides of fan community are gaining significance, no prior studies formally examined the negative consequences of engaging in a fan community and their effect on one's well-being. Therefore, this current study aims to investigate how engaging in fan community negatively affects members' psychological well-being through schadenfreude and trash talk. Structural equation modeling analysis revealed that engaging highly in a fan community leads members to feel malicious pleasure at rivals' misfortunes and share negative opinions of rival human brands and fan communities. These negative consequences of fan community engagement ultimately lead to a lower level of psychological wellbeing, especially in the area of personal growth whereas fan community engagement has a direct positive effect on personal growth. By showing the negative influences of engaging in fan communities on members' well-being through schadenfreude and trash talk, the results of this study are expected to add depth to the existing literature.