• 유통과학연구
• /
• 제20권8호
• /
• pp.123-133
• /
• 2022

Purpose: As moment-based marketing messages (i.e., messages related to current moments or event), companies put significant investments to distribute TV advertising related to external moments in a retail environment. While the literature offers strong support for the value of distributions of context-based messaging to advertisers, less attention has been given to how to design those messages to effectively communicate across channels. This research adds a new dimension of analysis to the study of advertising context and its cross-channel effects on online consumer behavior. Research Design, Data and Methodology: A system-of-equations Tobit regression model was adopted using data collected from an advertising agency that consists of 1,223 TV ads aired during the Rio Olympics and NCAA, tagging from consumers, and a text analysis. Results: First, TV ads with high centrality of context lead to lower online search behavior and higher online social actions. Second, how brands can design messages more effectively was explored by using product information as a moderator that could improve the impact of context-based TV advertisements. Conclusions: Given that expenses in traditional channels are still one of the biggest channel management decisions, it is critical to understand how consumer engagement varies by design of context-based TV advertising.

• Asia pacific journal of information systems
• /
• 제13권1호
• /
• pp.141-170
• /
• 2003

This study investigates internet shopping behavior of consumers. The rapid growth of the internet shopping markets is solely dependent on the voluntary adoption of internet shopping medium by the personal users. But the studies on this topic are very limited. Based on these facts, this study, recognizing the internet shopping medium as an innovation, studies how consumers understand and use innovative internet shopping medium by applying and extending the technology acceptance model proposed by Davis et. al.(1989). The results of the survey on 947 consumer panel reveal that compatibility, system quality have positive impact on the formation of perceived ease of use. And it is also shown that the perceived ease of use, system quality, and compatibility have positive influence on perceived usefulness, but computer-efficacy has no effect on perceived usefulness. Meanwhile, it is confirmed that perceived usefulness and compatibility have positive effect on attitude toward internet shopping behavior, but perceived ease of use has no effect. In addition, perceived security and social norm, as opposed to the hypotheses, are shown to have no effect on internet shopping behavior. Lastly, applications and related limitations are discussed.

• The Journal of Asian Finance, Economics and Business
• /
• 제6권4호
• /
• pp.249-260
• /
• 2019

The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

• Management Science and Financial Engineering
• /
• 제20권2호
• /
• pp.27-31
• /
• 2014

This paper studies the assortment optimization problem in online retailing by using a multinomial logit model in order to take consumer choice behavior into account. We focus on two unique features of online purchase behavior: first, there exists increased amount of uncertainty (e.g., size and color of merchandize) in online shopping as customers cannot experience merchandize directly. This uncertainty is captured by the scale parameter of a Gumbel distribution; second, online shopping entails unique shopping-related disutility (e.g., waiting time for delivery and security concerns) compared to offline shopping. This disutility is controlled by the changes in the observed part of utility function in our model. The impact of changes in uncertainty and disutility on the expected profit does not exhibit obvious structure: the expected profit may increase or decrease depending on the assortment. However, by analyzing the structure of the optimal assortment based on convexity property of the profit function, we show that the cardinality of the optimal assortment decreases and the maximum expected profit increases as uncertainty or disutility decreases. Therefore, our study suggests that it is important for managers of online retailing to reduce uncertainty and disutility involved in online purchase process.

• 한국컴퓨터정보학회논문지
• /
• 제29권4호
• /
• pp.177-182
• /
• 2024

소비자의 많은 의사결정은 제품에 대한 감정적 반응에 일어나며, 마케팅에서는 이러한 다듬어지지 않은 반응을 정서(Affect)라고 칭한다. 정서에는 평가(evaluation), 무드(mood), 감정(emotion)과 같은 반응 유형도 있으나, 무의식적인 변화를 의미하는 감성(Sensibility) 또한 이에 포함된다. 선행 연구들에 따르면 기상요소들은 사람들의 이러한 감성에 영향을 미치며, 이는 기상요소들이 소비자들의 의사결정에 영향을 미칠 수 있음을 나타낸다. 본 연구에서는 기상정보와 SNS상의 텍스트마이닝을 통한 위치기반 텍스트 정보를 활용, 기상정보를 통한 감성 예측 모형을 만들어내고, 이러한 감성 모형이 실제 온라인 쇼핑몰 구매자들의 주소 정보와 매칭한 구매자들의 구매 시기 날씨 정보와 결합하여, 기상요소들이 구매자들의 구매 빈도에 미치는 영향을 살펴본다. 본 연구 결과 일 강수량, 합계 일조시간, 평균 지면 온도, 평균 상대습도를 사용한 모형이 온라인 구매 행위 빈도에 유의미한 결과를 나타내었다.

• 한국의류학회지
• /
• 제44권5호
• /
• pp.789-809
• /
• 2020

Growth in online channels has created fierce competition; consequently, retailers have to invest an increasing amount of effort into attracting consumers. In this study, eye-tracking technology examined consumers' visual behavior to gain an understanding of information searching behavior in exploring product information for fashion products. Product attribute information was classified into two image-based elements (model image information and detail image information) and two text-based elements (basic text information, detail text information), after which consumers' visual behavior for each information element was analyzed. Furthermore, whether involvement affects consumers' information search behavior was investigated. The results demonstrated that model image information attracted visual attention the quickest, while detail text information and model image information received the most visual attention. Additionally, high-involvement consumers tended to pay more attention to detailed information while low-involvement consumers tended to pay more attention to image-based and basic information. This study is expected to help broaden the understanding of consumer behavior and provide implications for establishing strategies on how to efficiently organize product information for online fashion stores.

• 한국경영과학회지
• /
• 제28권1호
• /
• pp.63-77
• /
• 2003

Group buying is one of the most popular transaction patterns on the internet at least in Korea. Nevertheless, it is hard to find academic researches for it in view of consumer behavior. In this paper, we analyze factors which determine consumer's attitude toward and intention of participation in Internet group buying by comparison of Internet individual one. For this purpose, we propose “lowering price”, “decreasing risk” and “reducing transaction cost” as relative advantages and "lack of product assortment" and "delay of time" as relative disadvantages over individual buying on the Internet. For empirical test, Internet users who have some experiences of individual buying but not group ones on the Internet are surveyed and analyzed. In result, a satisfying model fitness for structural equation model is derived and most hypotheses except the relationship between "decreasing risk" and "attitude toward Internet group buying" are accepted. Our results provide not only academic contribution by suggestion of a research framework but also practical insight by discussion of diverse features in Internet group buying.verse features in Internet group buying.

• 품질경영학회지
• /
• 제49권2호
• /
• pp.171-181
• /
• 2021

Purpose: This study aims to identify effective ways to induce water resources conservation for general water consumers. Methods: In order to find the core factors to motivate water saving behavior for general consumers, this study utilized the theory of reasoned action which is well known as one of the most frequently used theory in consumer's green behavior analysis. Results: Among six hypothesized relationships in the research model four were proved to be statistically significant. The relationship between attitude toward water savings and the water saving behavior was found to be significant but only through the behavioral intention. Conclusion: Consumers with positive attitude on water conservation will practice water saving behavior with behavioral intention. However, consumers only with high knowledge on water conservation naturally and habitually practice water saving behavior without recognizing the intention to save the water. Thus, both positive attitude on the water conservation and subjective norm must be satisfied since the two factors tend to lead to actual green behavior using different psychological routes.

• 복식문화연구
• /
• 제25권3호
• /
• pp.327-339
• /
• 2017

A consumer is an individual entity with various motivations. This study is intended to incorporate a hierarchical structure of motivation to understand self-determined motivation for purchasing secondhand merchandise at thrift stores. A conceptual model adopted from Cadwallader et al. (2010)'s comprehensive model of motivation used in a marketing context was developed to investigate motivational process in secondhand merchandise shopping. The conceptual model includes the three levels of motivational structure-the global, contextual (environmental concern and frugality), and situational motivation. A series of the causal relationships among the three levels of self-determined motivations and buying intention to shop at thrift stores were hypothesized. A total of 219 respondents from two different northeastern state universities in the U.S. completed a self-administered survey. The results indicated that secondhand merchandise shopping is well explained in the hierarchical structure of self-determined motivation where the global motivation had a positive impact on the contextual motivations regarding environmental concern and frugality. Of the two contextual motivations, only environmental concern had a positive impact on situational motivation for shopping at thrift stores. Finally, the situational motivation positively influenced the intention to shop at thrift stores. The results of this model suggest that the hierarchical structure of self-determined motivation would be a very useful framework to understand consumer behavior for apparel shopping. Also, further research can be done to identify other contextual motivational factors to understand consumer motivation for shopping at thrift stores.

• 한국의류학회지
• /
• 제23권1호
• /
• pp.90-110
• /
• 1999

Understanding consumer complaining behaviors plays a key role in post-purchase satisfaction customer retention and long-term customer relationships. This research was conducted to empirically investigate 1) the taxonomy of complaining behavior 2) causes and types of clothing complaining behavior according to sex. The subjects compoed of 250 male and 358 female consuemrs. Data were colleted through questionnaires employing the critical incident methodology. The findings indicated that clothing complaining behavior was fitted well into Singh(1998)'s three-factor model(i. e. voice/private / third-party complaining behaviors) these factors explained 53% of the total variances 75.1% of male and 65.2% of female group complained of poor instruental performance. The types of complaining behaviors were no action negative word-of-mouth to friends and associates n order. Most dissatisfied consumers didn't assert positive consumer's right. Marketer should increase the accessibility of their complaint receiving mechanisms to passive customers.