• Korean journal of food and cookery science
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• v.28 no.6
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• pp.721-729
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• 2012

This paper aimed to investigate the influence of consumer lifestyle on consumer selection of bakery cafe attributes. Data were collected through a self-administered questionnaire by 403 random consumers between the ages 20s and 30s in several bakery cafes in Seoul and Gyonggi area. Different methods of statistical analysis had been used such as frequency analysis, factor analysis, k-means clustering analysis, cross tabulation, one way ANOVA and Duncan's multiple range test with SPSS for Window 13.0 package. First, when analyzing the 16 questions of comsumer lifestyles, four factors were extracted: 'dining out-oriented factor', 'achievement-oriented factor', 'brand-oriented factor', and 'health-oriented factor'. Second, the respondents were divided into three groups by k-means cluster analysis: no interest group, dining-out & value oriented group, and health-brand oriented group. Third, consumer's bakery cafe attributes were categorized into five factors including 'food', 'convenience and image', 'store promotion', 'positive dining experience', and 'menu & merchandises'. Finally when analyzing the differences in the selection of bakery cafe attributes according to consumer's lifestyles, it showed a significant differences.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.10
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• pp.1287-1293
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• 2018

This study tested relationship between consumer's motivation for mobile shopping and their value of shopping, satisfaction, and repurchase intention. The result of the analysis deduced four factors in motivation for mobile shopping-: ubiquity, convenience, impulsiveness, and economic feasibility. The results indicated that motivation for mobile shopping and consumers' value of shopping have a significant influence on each other. Specifically, impulsiveness had a considerable influence on hedonic shopping value, whereas convenience had a significant influence on utilitarian shopping value. In addition, motivation for mobile shopping and value of shopping had a significant influence on consumer satisfaction and repurchase intention. To put it concretely, among the motives of mobile shopping, ubiquity is found to be the factor influencing consumer satisfaction and repurchase intention the most. Lastly, consumers' shopping value influences consumer satisfaction and revisiting intention significantly. This result provides useful base data for establishing distinctive marketing strategies in the rapidly growing mobile shopping market.

• Journal of Distribution Science
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• v.19 no.1
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• pp.75-87
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• 2021

Purpose: The objective of this research is to identify the core aspects of persuasive factors influencing consumer's experiential value towards using Augmented Reality (AR) try-on feature while shopping cosmetic products online. The conceptual framework of this study is adopted and integrated from the theoretical study on how narrative experience, media richness, and presence affect the formation of experiential value in the augmented reality interactive technology (ARIT) process. Research design, data and methodology: The sample (n = 550) were collected from online and offline questionnaires by using stratified random sampling and purposive sampling methods. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to analyze the data to confirm goodness-of-fit of the model and hypothesis testing. Results: The results indicated that media richness induced higher experiential value (consumer ROI, playfulness, service excellence and aesthetics), followed by narrative experience and presence towards using AR try-on feature. Conclusions: Consumer's experiential value towards using AR try-on feature when shopping cosmetic products online rely on media richness, narrative experience and presence respectively. Therefore, marketing practitioners are recommended to develop the feature design and content to be more useful, authentic, user-friendly and entertaining to better connect and provide confidence to consumers when shopping cosmetics online.

• Journal of the Korea Society of Computer and Information
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• v.29 no.1
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• pp.251-261
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• 2024

In this study, based on S-O-R theory and social identity theory, we aim to explore how cause-related marketing influences consumer purchase intention. Analyzing 306 questionnaire responses, our findings indicate that cause-related marketing significantly impacts perceived value, cognitive identification, and purchasing behavior. Both perceived value and cognitive identification further facilitate purchasing. Acting as mediators between cause-related marketing and consumer purchase intention, perceived value and cognitive identification strengthen the connection between marketing behavior and purchase intention. Additionally, enhanced perceived value contributes to consumers' cognitive identification with marketing activities. These findings provide crucial theoretical insights and practical implications for business marketing.

• Management & Information Systems Review
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• v.38 no.4
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• pp.41-60
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• 2019

The purpose of this study is to investigate the effect of salesperson's adaptive selling tactics on consumers who purchase Small and Medium Enterprises' product with the help of salespeople in the store. Specifically, we examine whether salesperson's adaptive selling tactics affect consumers hedonic shopping value and utilitarian shopping value. Furthermore, we try to figure out the effect of shopping value on the salesperson relationship commitment and consumer product satisfaction. The subjects of this study have surveyed the consumers with experience in purchasing SME's products through salespeople in the Gyeongnam area. As data process, SPSS 21.0 was used as the analysis tool and AMOS 21.0 was used to analyze the structural equation model. The implications of these findings are as follows. First, the salesperson's role has a positive effect on the consumer's product satisfaction. Second, it can be suggested that the salesperson's adaptive selling tactics are an important variable affecting the consumer's shopping value. Third, the results on the consumers who have hedonic shopping value have a strong positive influence rather than the consumers who have the utilitarian shopping value. The adaptive selling tactics of the salesperson should be encouraged to increase sales performance. In order to generate more performance in a competitive market environment, it is necessary to continuously strive to increase contact between the salesperson and the consumer in order to improve the quality of the relationship.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.3
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• pp.33-48
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• 2022

This study aimed to investigate bag purchase behaviors according to materialism value. The subjects were 443 male and female adult consumers in their 20s to 50s. The research method was a survey, and the questionnaire consisted of questions on materialism value, bag purchase behaviors, and demographic characteristics. For data analysis, descriptive statistics, Cronbach's α, χ² test, factor analysis, cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. First, materialism value was derived from three factors (happiness pursuit, possession-oriented, and success judgment). Second, subjects could be divided into three groups (happiness pursuit group, success judgment pursuit group, and immaterialism group) based on the materialism value variable. Third, the derived groups showed many differences in bag purchase behaviors. The happiness pursuit group considered all bag evaluation criteria factors (practicality, aesthetics, economy, symbolism) and bag purchasing information sources factors (mass media and personal sources) more than other groups, and showed a tendency to prefer select shops and complex shopping malls as bag purchasing places. In addition, the average annual cost and frequency of purchasing bags of this group were higher than those of other groups. The success judgment pursuit group considered symbolism as a bag evaluation criteria more than other groups, and considered personal sources as bag purchasing information sources more than mass media sources, and preferred luxury stores and department stores as bag purchasing places. On the other hand, the immaterialism group considered practicality and aesthetics as bag evaluation criteria and placed less importance on all information sources than other groups, and preferred Internet shopping malls as purchasing places. This group had the lowest average annual purchase cost and frequency among the three consumer groups. This study suggested that materialism value is a useful variable to segment male and female adult consumer markets effectively, and to understand the bag purchase behaviors of consumer groups divided by materialism value.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.3
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• pp.87-100
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• 2006

The objectives of this research were to investigate the relationship between purchase behavior and consumer dissatisfaction of cosmetics at internet shopping malls, and to examine how the purchase behavior and consumer values influence the consumer dissatisfaction. Subjects were 212 females in Seoul who had experiences of cosmetic shopping at internet shopping malls. Consumers showed highest dissatisfaction when the purchased cosmetics were different from the products showed at internet shopping malls. The dissatisfaction with consuming system was higher than buying system or transporting system. The higher the expense and frequency of cosmetic purchase, the lower the consumer dissatisfaction of buying system. Females of 18 to 24 years old purchased color cosmetics more than females of 25 to 39 years old did. Females of 25 to 39 years old purchased functional skincare products more than females of 18 to 24 years old did. The cosmetic purchase expense of older groups was higher than that of younger one. The more consumers spent time on the internet, the more frequent they bought the cosmetics at internet showing mall. Consumers were most willing to buy basic skincare products at the internet shopping mall (42.9%). The consumer dissatisfaction with cosmetics at internet shopping malls was influenced the most by the happiness value(-) and the next by the responsible value, the frequency of cosmetic purchase at internet shopping malls(-) in order.

• Journal of the Korean Society of Costume
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• v.61 no.4
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• pp.63-75
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• 2011

The purpose of this study were to investigate influences of perceived value and perceived risk on purchasing behavior for imported apparel from official dealer and unofficial dealer in internet shopping mall. A total of 363 female subjects with ages ranging between 20's and 30's completed the questionnaire. The results of this study were as follows. 1) Imported apparel through official dealer had no influence by impulse buying for convenience and efficiency value, information value, after-purchasing value. On the other hand, imported apparel through unofficial dealer had a negative influence by impulse buying for convenience and efficiency value. 2) Imported apparel through official dealer had a negative influence by impulse buying for function and service risk. But for imported apparel through unofficial dealer, not only function and service risk but also private information risk were influenced by impulse buying. 3) All of imported apparel through official dealer and unofficial dealer had no influence by flow for convenience and efficiency value, information value, after-purchasing value. 4) All of imported apparel through official dealer and unofficial dealer were influenced by flow for function and service risk. That is to say, when consumer find satisfaction about quality of products, whether real thing or not, guarantee of quality, consumer's purchasing behavior will be enhance.

• Culinary science and hospitality research
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• v.6 no.3
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• pp.167-192
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• 2000

The purpose of this study is to research consumer's action style. and then to make a marketing strategies. The strategic plan to consumer's action style on the fast-food industry were as follows; First, the group that coefficient of utilization is so frequent and an age is young are requested concentrative or discriminative marketing as the price discrimination and market segementation, the price value of the products value has to manage effectively, Second, establishment of corporate image and improvement of products image are requested. The result of this study, fast-food industry will be needed marketing activities that are discriminative strategies, positioning strategies, education training, and customer management. And system construction that is equivalent to customer needs, and the continuous coustomer studies are requested.

• Management & Information Systems Review
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• v.25
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• pp.115-142
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• 2008

Much attention has been devoted recently to the concept of brand equity. The Definition of brand equity is the added value with which a brand endows a product. From a consumer's perspective, this added value can be viewed in terms of enhancing a consumer's ability to interpret and store large amounts of information about a product. Online, several different approaches are also need to enhance brand equity of website. Noteworthy, significant research has not been conducted on the effectiveness of experiences in websites. As such, several researchers are discussing mainly as strategic alternatives that websites can use to build brand equity. This article explores the roles of many online brand experience variable like attention, arousal, telepresence, and flow on brand equity factors. And findings show that these kinds of experiences variable can be major factors that lead the better brand association, strong brand loyalty and brand equity.