• 복식문화연구
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• 제20권3호
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• pp.451-462
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• 2012

Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers' acceptance of an e-tail website. This study conceptualizes that consumers' perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers' acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers' attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers' perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers' perceived presence.

• 유통과학연구
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• 제22권5호
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• pp.1-10
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• 2024

Purpose: The study aims to identify the key factors that influence consumers' propensity to utilize community group buying platforms, employing the Technology Acceptance Model (TAM) as a theoretical framework. Research design, data and methodology: The research design involved selecting 192 consumers with experience in community group buying and analyzing the data statistically using SPSS 23.0. Hypotheses were tested utilizing the structural equation modeling software AMOS. Results: Key findings indicate that the attributes of products offered on community group buying platforms significantly enhance consumers' perceptions of usefulness and ease of use. Furthermore, these perceptions directly correlate with consumers' intentionsto use the platform. Conclusions: Thisresearch, grounded in the TAM, delves into how external factors of the community group buying platform impact perceived usefulness and ease of use, and subsequently, how these perceptions affect consumers' purchasing intentions. Based on these insights, several recommendations can be proposed for the platform's development: The platform should strive to enhance product quality and cultivate a positive reputation. Strategic promotional initiatives should be designed to attract new users while retaining existing customers. Continuous optimization of platform functionalities is necessary to augment users' perception of usefulness. These measures are anticipated to foster user engagement, increase adoption rates, and contribute to the overall success and sustainability of the community group buying platform.

• 한국식생활문화학회지
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• 제33권2호
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• pp.160-168
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• 2018

The purpose of this study was to investigate the relationship between retort food characteristics and consumers' perceptions and to survey 295 consumers from December 10 to December 20 as the center of consumers who purchase retort food. As a result, most of the consumers who purchase retort food were women and the age were under 25 and 26 to 30 years old. There were many housewives and students in the occupation group and 2 to 3 in the family members. In addition, many graduated from college and many places of purchase were convenience stores and large discount stores. Consumer retort food purchase rate were high by 30-40% in meat products. Fish meat products were high by 30-40% and sauces were high by 20-30%. Instant foods were high by 20-30%, Tang (탕) / Guk (국) / Jigae (찌개) were high by 30-40% and canned food were high by lower than 10%. As a result of the influence of retort food characteristics on positive perceptions only convenience were influential. The effects of the characteristics of retort food on negative perceptions were influenced only by hygiene and standardization.

• 한국생활과학회지
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• 제13권6호
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• pp.891-901
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• 2004

This study is to investigate the degree of consumers' non-ethical perceptions and behaviors, and to explore related variables such as demographic variables, idealism and relativism. The data used in this study were obtained by surveying 237 college students from 10th through 24th of October, 2002 in Kimhae city. We conducted a statistical analysis of the data, using percentiles, frequencies, means, t-test, ANOVA, and Multiple Regression. Consumers' non-ethical perceptions and behaviors were measured by modifying Consumer Ethics Scale(CES, Muncy & Vitell, 1992). The CES scale comprises 4 sub-factors: actively benefiting from illegal activity(CES1), passively benefiting(CES2), actively benefiting from questionable action(CES3), no harm/no foul(CES4). Average scores of consumers' non-ethical perceptions and behaviors marked below a mid-value, which means that most of the students are basically ethical. The related variable of consumers' non-ethical perceptions was idealism. The related variables of consumers' non-ethical behaviors were idealism and the amount of discretionary money. The results show that most of the participants are basically ethical as a consumer. However, the results related with the CES4 sub-factor which includes consumer attitudes toward copyrights of consumer softwares and music CDs tell us that they are relatively non-ethical. This claims an importance of consumer education to college students in regards to intellectual property.

• 패션비즈니스
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• 제14권5호
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• pp.195-215
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• 2010

The emergence of the luxury market has led numerous academic researchers, as well as marketers in the luxury market, to pay attention to both identifying luxury brand features and measuring perceptions toward luxury brands. Especially, Korea is a significant emerging market for luxury goods. Young consumers and male consumers are getting into the luxury market fast and these new segments will keep increasing. There are only a few studies related to distinctive definitions of luxury brands and measurement development for the Korean market. However, there are some limitations in these previous studies in that they did not capture the nature of luxury due to their inappropriate of subjects and approach in data collection and to lack of a perspective of Korean specific features. Thus, the purpose of this research is to identify Korean consumers' perceptions toward luxury products and, ultimately, to develop a reliable and valid measurement items for the luxury products' features for the Korean market. Defining the three high constructs(functional, emotional, and symbolic aspects) as a key needs and benefits on luxury brands, we looked at four stages of development for generating and deducting items by luxury industry experts and luxury consumers, as well as for testing measures by 20th~60th consumers. As a result, this study confirmed that luxury brands consists of high quality, high price, unique design, and luxury store; the emotional aspect construct combines craftsmanship, VIP service, and high social status; and the symbolic construct includes brand heritage and being a well-known brand. Finally, 22 measurement items (Measures of Luxury Brand for Korea: LBK) were developed for the conceptual features for luxury brands from a Korean perspective. This study provided understanding of Korean consumers' perceptions toward luxury brands from an academic perspective. For the managerial implication of this study, LBK can be utilized to judge both luxury brands and mass brands, to diagnose current a brand's luxuriousness, from the customer's point-of-view, and, finally, to measure a Key Performance Index (KPI) of luxury brand companies.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.1063-1070
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• 2021

The study aims to investigate the role of consumer's social risk perceptions in retailing private label brands. Since private label brands are exclusively available at retail stores, consumers make their purchase decisions regarding them based on the image of that retail outlet. While buying them, risk perceptions are influenced by the retail store's image. The study identifies various retail store dimensions. For this purpose, primary data was collected using a survey questionnaire that was administered to a representative sample of retail store consumers in Riyadh. The data was analyzed and exploratory factor analysis was applied using SPSS 25 version to extract store image dimensions. The results showed six significant dimensions of retail store image namely 'Sales Staff', 'Promotion', 'Store Environment', 'Store Services', 'Product Assortment', and 'Customer Convenience'. Regression Analysis was performed and the effect of these retail store image dimensions was tested on social risk perceptions of consumers. Results indicate that store image dimensions significantly influence consumer's perceived social risk perceptions. However, the relationship is not consistent across all the six identified store image dimensions. The study brings forth several valuable consumer insights and the findings of the study have some very interesting and practical implications for retailers.

• 한국의류학회지
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• 제36권6호
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• pp.616-630
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• 2012

This study examines the impact of consumer knowledge and familiarity with private label brands (PLBs) on perceptions and preferences toward PLBs and patronage intentions; in addition, it examines the incremental effects of a department store image over consumer knowledge and familiarity with perceptions, preferences, and patronage intentions. This study focused on midscale department store PLBs of apparel products and middle age consumers between the ages of 30 and 50 who are the main consumer group of private label brands of apparel products. A structured questionnaire was developed and data were collected from a convenience sample of 257 female consumers between the ages of 35 and 54, living in the Southeastern United States. A factor analysis identified the dimensions of department store image constructs; in addition, a hierarchical regression and multiple regression analyses examined the hypotheses. Consumer knowledge and familiarity with PLBs at department stores is recognized as a major determinant to shape consumer perceptions of and preferences for the PLBs as well as patronage intentions. The present study reveals the significant incremental effect of a store image on consumer preferences, perceptions, and patronage intentions beyond that explained by consumer knowledge and familiarity about PLBs. The study reveals that, among four store image constructs, the store atmosphere and store service factors had significant positive effects on consumer perceptions of PLBs. Store service and atmospheric aspects also affect consumer patronage intentions toward PLBs. The price factor shows a significant and positive influence on the preference consumers have for PLBs, but not on perceptions and patronage intentions. This study has practical implications for department store executives and managers on how to allocate resources in order to increase positive consumer perceptions toward PLBs, preferences over other brands, and patronage intentions of PLBs at a store as well as how to create effective store environments to promote PLBs.

• 한국의류학회지
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• 제22권7호
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• pp.851-861
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• 1998

The present study examined the consumer's evaluations of apparel quality and price, and the brand recognition according to the consumer's decision making styles(quality-conscious, brand-conscious, and price-conscious consumers). The two hundred and three subjects were asked to evaluate the quality and price of the two almost identical experimental blouses except for brand labels. One was the national brand, Keith and the other was the private brand, Ivy house. Also, the subjects were asked to answer if they recognize these two brands. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, one-way ANOVA, two-way ANOVA, and factor analysis. The results of the study were as floows: (1) Examining the perceptions of product qualities, generally speaking, all three types of the consumers evaluated the national brand's qualities more highly than those of the private brand. However, in-part, the price-conscious consumers evaluated some product charac-teristics more highly than those of national brand: touch of fabric, sewing, and the hemline finishing. (2) Investigating the perceptions of product prices, All three types of the consumers evaluated the price of the national brand more highly than that of the private brand. Among those, the price-conscious consumers recognized the price of the national brands most expensively. (3) Identifying the brand recognition of the two brands, the brand-conscious consumers showed the highest brand recognition and the price-conscious consumers showed the lowest brand recognition in both national and private brands, 51.9% of the total respondents identified the private brand showing comparatively high brand recognition. (4) Examining the relationship between the demographic factors and the consumer decision making styles, the monthly household income was statistically significant. Namely, 71.4% of the brand-conscious consumers have the monthly household income of 3,000,000 Won or higher which means that the higher monthly household income, the higher tendency to be brand-conscious consumers.

• 한국정보시스템학회지:정보시스템연구
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• 제30권3호
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• pp.1-20
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• 2021

Purpose Live streaming commerce refers to the fact that people receive live audio and live video directly over the net. While some e-retailers use Live Streaming as a marketing strategy, the impact of live streaming commerce on customers' reuse intentions is unknown. The purpose of this study is to discuss the impact of live streaming commerce by external environmental factors based on S-O-R theory. Design/methodology/approach In this study, we developed a research model based on the S-O-R theory. Using the questionnaire survey method, consumers who used live streaming commerce on Taobao.com were taken as research subjects. Our research model aims to find out how content attributes, real-time interactions, media characteristics, and situational characteristics as stimulus factors influence consumers' perceptions and thus reuse intentions. Findings The results of the analysis show that external environmental factors have a significant impact on consumer perceptions and that perceived risks and flows can influence consumers' reuse intentions. In addition, we also examined the impact of reuse intentions on consumers' active participation. These results show that live streaming commerce can influence consumer perceptions and behavior in several ways.

• 한국의류학회지
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• 제48권1호
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• pp.157-171
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• 2024

The term 'Nepo-baby' refers to someone whose career benefits from family connections. Criticism of the so-called Nepo-baby issue is growing, especially among the MZ generation, who highly value fairness. In this study, we explored how fashion consumers perceive the Nepo-baby issue and its impact on fashion brands. Consumers are more likely to compare themselves to Nepo babies and may experience feelings of powerlessness, unfairness, relative deprivation, and loneliness. These perceptions can lead to negative feelings toward the brand, resulting in disappointment. Our research hypotheses were tested using SPSS 26.0 and AMOS 23.0. Fashion brands promoting Nepo babies affect consumers' self-perceptions of powerlessness, unfairness, relative deprivation, loneliness, and negative feelings. Brand disappointment was tested using a structural equation model. Using a multi-group path analysis, we investigated consumers' perceptions of the Nepo-baby issue and general brand stories. Our research results reveal the significant impact of controversial Nepo babies on negative feelings toward fashion brands and brand disappointment.