• The Journal of the Korea Contents Association
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• 제16권4호
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• pp.195-203
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• 2016

This study examined customer's purchase decision-making processes in a coffee chain context. We posit customer satisfaction, brand image, and perceive value as key drivers of forming customer's repurchase intention. From the perspective of multidimensional perceived value concept, the effects of utilitarian, hedonic, and social value on customer's decision-making processes were investigated. The proposed model was empirically tested by using survey data collected from 232 university students who often visit several coffee chains. LISREL has been used to perform these analysis. The proposed theoretical model accounts for 67% of the variance in repurchase intention and 73% of the variance in customer satisfaction. The analysis results indicate that customer satisfaction and brand image play an important role in forming customer's repurchase intention. Further, utilitarian and hedonic values significantly affect customer's repurchase intention, whereas social value negatively influences it.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제16권11호
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• pp.7494-7500
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• 2015

The purpose of this study is to investigate how the customer's attitudes and behavioral responses, depending on the persuasion tactics of salespeople in customer service and meeting point. The tactics of persuasion of customer acceptance and purchase depending on the type of salesperson with proven effectiveness of even comes out to investigate what results according to the purchase form and the customer that the customer consumes gender. Results First, the tactics of persuasion tactics of coercive tactics to mention the loss of a salesman showed that increasing the degree of acceptance than non-coercive tactics to help consumers buy the information provided above. Second, coercive tactics to adjust the effect with respect to the degree of acceptance of the purchase of helping consumers to purchase in the online form has been proven to be more effective than non-coercive tactics case. Third, adjusted for gender effects were proven to help women with respect to the degree of acceptance of a consumer purchases more effective than men. That is, in consumer contacts, the persuasion tactics of salespeople depending on the customer's acceptance and purchasing intention showed that coercive tactics has the more positive impact on online forms and women.

• Culinary science and hospitality research
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• 제12권2호
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• pp.73-87
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• 2006

The purpose of this study is to investigate if recommendation selling (methods of recommendation selling, a key word used for recommendation, and employee attitude) influences the customers' menu decision. The results of the study are as follows: 'Menu picture' and 'explanation by word' among the tools used by employees for recommendation were found to influence customers' menu decision. The words such as 'new menu' and 'special only today' used by employees for recommendation were found to influence customers' menu decision. Employees' attitude elements such as 'interesting explanation', 'dressed up tidy', 'strong intention', and 'patience' were found to influence customer's menu decision. 'Recommendation selling' in the food and beverage industry means 'employees help customers make a good decision on food and beverage service'. This study makes an important contribution to the food industry in terms of providing substantial marketing strategies.

• Journal of Korean Society of Industrial and Systems Engineering
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• 제22권51호
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• pp.29-40
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• 1999

The distribution center location and routing problem involves interdependent decisions among facility, transportation, and inventory decisions. The design of distribution system affects the customers' purchase decision by sets the level of customer service to be offered. Thus the lower product availability may cause a loss of demand as falls off the customers' purchase intention, and this is related to the firm's profit reduction. This study considers the product availability of the distribution centers as the measure of the demand level change of the demand points, and represents relation between customer service and demand level with linear demand function. And this study represents the distribution center location and routing to demand point in order to maximize the total profit that considers the products' sales revenue by customer service, the production cost and the distribution system related costs.

• Fashion & Textile Research Journal
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• 제16권4호
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• Journal of Distribution Science
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• 제13권7호
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• Asia-Pacific Journal of Business
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• 제2권1호
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• pp.23-48
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• 2011

Generally, higher brand equity ends up with higher market share and higher profitability. However, superior brand equity does not guarantee the success in the market. That is, consumer choice is closely related to brand equity but we need more than brand equity to explain this complex phenomenon. We adopt the customer equity concepts: value equity, brand equity, and retention equity. By incorporating value equity and retention equity into customer equity, it is possible to avoid the problems of using the brand equity only. In the paper, we apply this customer equity concepts to cellular phone and investigate the effects of antecedent variables such as exposure, knowledge, positive experience and negative experience on the components of customer equity. In addition, as surrogate measure of customer lifetime value, the weighted measure of purchase intention, consideration set inclusion, and next purchase is used as dependent variable. We estimate the effects of components of customer equity at the brand level and aggregate level using SURE model. Estimation results show that Apple has currently low market share but has high future potentials and Korean firms have currently high market share but has rather low future potentials.

• Asia pacific journal of information systems
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• 제27권2호
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• pp.77-98
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• 2017

The development of mobile social networking service (SNS) triggers the growth of social commerce industry. Customers rely considerably on electronic word of mouth (eWOM) to make purchasing decisions. Thus, SNS is an important commercial platform that offers attractive opportunities and challenges to firms. This study sheds light on the role of SNS as a social commerce platform by focusing on WeChat, the most popular SNS in China. This study identifies three different types of trust based on SNS that customers perceive in the context of social commerce. These types of trust are contents trust, source trust, and platform trust. This study suggests the antecedents and consequences of each trust. Our results prove that eWOM intention relies on contents trust and source trust, whereas purchase intention depends on contents trust, source trust, and platform trust. This study also finds that contents trust is positively influenced by source trust and platform trust. Finally, the result verifies the key antecedents of each trust, namely, vividness and timeliness for contents trust, competence, benevolence, and integrity for source trust, and instrumental need and social need for platform trust. The discussion and implications on the findings are provided.

• Journal of the Korean Society of Costume
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• 제59권6호
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• pp.1-15
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• 2009

The purpose of this study is to examine the effect of the cause marketing on fashion brand credibility, purchase and words of mouth ("WOM") intentions. This study adopted a survey method with the questionnaire. Data were collected from respondents who were graduated from higher than elementary school students. The data were analyzed by using statistic methods such as frequency analysis, factor analysis, reliability test and structural equation modelling. The results of the data analysis of this study are as follows; firstly, brand familiarity and customer attitude have a directly positive effect on the credibility, purchase and WOM intentions. Fashion business companies should work up the ways of communications with the customers besides cause marketing for the brand familiarity. It is necessary for customers to be known about how the fashion business companies participate in cause marketing to enhance the value of positive brand attitude. Secondly, while the brand familiarity on the credibility, purchase and WOM intentions are effective to female customers, the brand attitude is effective to male customers. Thirdly, even though it was showed that the credibility of fashion brands have no significant effects on purchase and WOM intention, it is due to its own nature of fashion business and it is founded in preceding research that high-involved fashion products may have different results in comparison with the practical products.

• Asia pacific journal of information systems
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• 제16권3호
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• pp.67-93
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• 2006

Some consumers prefer online and others prefer offline. What makes them prefer online or offline? There has been a lack of theoretical development to adequately explain consumers' channel switching behavior between traditional physical stores and new virtual stores. Through consumers' purchase decision processes, this study examined the reasons why consumers changed channels depending on purchase process stages. Consumer's purchase decision process could be divided into three stages: pre-purchase stage, purchase stage, and post-purchase stage. We used the intention of channel selection as a surrogate dependent variable of channel selection. And some constructs, that is, channel function, channel benefits, customer relationship benefits, and perceived behavioral control, were selected as independent variables. In buying look-and-feel products, it was identified that consumers preferred virtual stores to physical stores at pre-purchase stage. To put it concretely, all constructs except channel benefits were more influenced to consumers at virtual stores. This result implied that information searching function, which is a main function at pre-purchase stage, was better supported by virtual stores than physical stores. In purchase stage, consumers preferred physical stores to virtual stores. Specially, all constructs influenced much more to consumers at physical stores. This result implied that although escrow service and trusted third parties were introduced, consumers felt that financial risk, performance risk, social risk, etc. still remained highly online. Finally, consumers did not prefer any channel at post-purchase stage. But three independent variables, i.e. channel function, channel benefits, and customer relationship benefits, were significantly preferred at physical stores rather than virtual stores at post-purchase stage. So we concluded that physical stores were a little more preferred to virtual stores at post-purchase stage. Through this study, it was identified that most consumers might switch channels according to purchase process stages. So, first of all, sales representatives should decide that what benefits should be given them through virtual stores at the pre-purchase stage and through physical stores at the purchase and post-purchase stages, and then devise collaborative channel strategies.