• Journal of Distribution Science
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• v.22 no.1
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• pp.47-59
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• 2024

Purposes: The study aimed at examining the impact of the COVID-19 pandemic on the shift of online consumer purchasing behavior and whether the new behaviors would be maintained after the epidemic season. The study also aims to investigate how online customers change based on perceived risks. Research design and Methodology: The study investigated purchasing behavior of the same 377 online Vietnamese consumers during two periods: (1) during the period of social distancing and (2) one and half year after that, allowing data to be collected in real time, so that consumers do not have to recall their behavior. Results: Purchasing behavior appeared to be more influenced by gender, age and household size. Aged consumers are more concerned about risks than those in the younger group, who only worry about the risks during the pandemic. Consumers in households with two or more people are more concerned about the risks than those living alone. Female appeared to be more influential in both during and after pandemic than male. Conclusions: The findings contribute to clarify shift of online consumer purchasing behavior, which helps business to develop effective marketing strategies and enhance their presence in the e-commerce sector.

• The Research Journal of the Costume Culture
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• v.29 no.4
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• pp.505-521
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• 2021

This study analyzed the effects of consumer confusion on shopping fatigue and negative purchasing behaviors in an internet shopping environment. Further, the effects of shopping fatigue on negative purchasing behaviors were analyzed. The survey was conducted among consumers in their 20s and 40s in the Seoul metropolitan area who had experience of purchasing fashion products through internet shopping. A total of 392 questionnaire were analysis, with frequency, reliability, factor, correlation, and regression analysis completed using the SPSS statistics program. The results of the study showed that consumer confusion and shopping fatigue in internet shopping environment affected negative purchasing behaviors. First, consumer confusion comprised overload confusion, similarity confusion, and ambiguity confusion. It was found that overload confusion and similarity confusion significantly affected shopping fatigue. Second, shopping fatigue significantly affected negative purchasing behaviors, and an increased level of shopping fatigue result in, increased purchase delay and non-purchase behavior. Third, consumer confusion (overload confusion, similarity confusion, ambiguity confusion) significantly affected purchase delay behavior, while similarity confusion and ambiguity confusion significantly affected non-purchasing behavior. These results will provide useful data for e-CRM and marketing directions of internet companies and will contribute to rational decision-making of internet consumers and improve the quality of consumer life.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.12
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• pp.1270-1284
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• 2012

This article examines how individual differences on the need for cognitive closure and demographics influence consumer perception and the usage of consumer reviews in online shopping. Data were randomly collected from 2,381 U.S. online consumer review users through an online survey. The findings from multiple regression analyses revealed the different effects of the need for cognitive closure dimensions (i.e., preference for order and structure, preference for predictability, discomfort with ambiguity, closed-mindedness, and decisiveness) and demographic characteristics on consumer attitudes, perceived online review influence, benefits, persuasiveness, and review usage behavior. Finally, practical implications and prospects for future research are discussed.

• Asia pacific journal of information systems
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• v.18 no.4
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• pp.105-130
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• 2008

Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.

• Food Science of Animal Resources
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• v.42 no.1
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• pp.111-127
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• 2022

This study examined how chicken breed affects consumer behavior. The breeds evaluated were a Korean native chicken (KNC) and a commercial broiler (CB). Consumer behavior was measured by evaluating sensory attributes (taste, odor, and texture) and purchase behaviors [satisfaction, purchase intention, and willingness to pay (WTP)]. The sensory evaluation was conducted using healthy Korean consumers (n=100). The chicken was cooked in baeksuk (Korean traditional chicken soup), which is a seasonal summer health food in Korea. The participants evaluated sensory attributes and purchase behaviors between blinded samples of baeksuk (CB) and unblinded samples of baeksuk (KNC). The sensory evaluation involved chicken breasts and legs. The participants considered KNC as having a more umami taste, a chewier and juicer texture, and a less metallic odor than CB. Moreover, when participants were given KNC breed information, they expressed higher satisfaction, purchase intention, and WTP. The results of this study contribute to consumer behavior literature by revealing the effects of breed information on consumer sensory perceptions and purchase behaviors. Furthermore, the findings provide evidence that branding KNC is one way to increase its demand and low market share while contributing to sustainable consumption.

• Journal of Arbitration Studies
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• v.30 no.2
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• pp.145-164
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• 2020

With the development of the Internet, e-commerce is rapidly developing, and e-commerce through the Internet has become a major distribution channel for selling products and services to consumers and buyers. However, as Internet shopping develops, consumer dissatisfaction and conflict are increasing. In this regard, this study examined how consumer dissatisfaction caused by using an Internet shopping mall, which is currently taking the core position in commerce activities, leads to consumer complaints, and how these complaints affect the necessity and intention to use the arbitration system. As a result of the study, the following implications were obtained. First, it will be necessary to remove the root cause of consumer complaints by continuously monitoring consumer complaints, rather than staying at passive consumer complaints such as defective product exchange and damage compensation for dissatisfaction with Internet shopping malls. Second, it can be said that the function of the arbitration system is required to protect the rights and interests of consumers using the Internet shopping mall and to actively improve the problems in the event of a damage situation or a problem situation. Lastly, academia's continuous research will be needed, and governments and related organizations will need to continuously provide and promote information to users of Internet shopping malls.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.2
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• pp.266-280
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• 2017

This study predicted consumer approach/avoidance behavior through consumer emotional experiences and examined the moderating effect of perceived surprises in the context of digital signage in store environments. A self-administered questionnaire consisted of consumer emotional experience (e.g., pleasure, arousal, and dominance), approach-avoidance behavior and perceived surprise by digital signage. A total of 278 usable responses were obtained from consumers who experienced digital signage at fashion retail stores. The findings support the Mehrabian-Russell model in the context of digital signage. Approach behavior was predicted by pleasure and arousal emotional experience, while avoidance behavior was predicted by dominance. The moderating effect of perceived surprise was also indicated in the effect of emotional experience on approach or avoidance behavior. In the high level of perceived surprise, pleasure and arousal had significant effects on approach behavior, whereas dominance had significant effect on avoidance behavior. This study discussed theoretical and managerial implications for creating emotional experiences and developing strategic store management by utilizing new digital technology within the fashion retail environments.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.321-337
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• 2001

The Purpose of this study is to empirically examine the factors that affect the consumer's buying behavior under the e-commerce environment. In order to achieve this goal, vendor characteristics, securities of transaction, concern for privacy, shopping orientation and perceived channel utilities were used as independent variables. Findings of study indicated that the concerns for abusing individual information, perceived securities of transaction, consumer's recreational orientation, consumer's convenience orientation, perceived distribution channel are the robust predictors of buying behavior of internet users.

• Journal of Distribution Science
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• v.18 no.3
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• pp.67-76
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• 2020

Purpose: Consumers are affected by the purchase of a large number of opinions or support during the online purchasing process. This can be defined as the term of 'social decisions' on line. This paper seeks to explore the factors of influence on social decisions in on-line environment and to study in depth. Methodology: The purpose of this paper is to empirically examine the impact of factors on online social decisions. To verify the hypothesis of study, This study collected 256 from Seoul City, Gyeonggi Province and Chungcheong Province through Survey. Results: According to the research results, First, eWOM information usefulness have a positive impact on online social decisions, Second, online network connectedness have a positive impact on online social decisions. Third, innovative product have a positive impact on online social decisions. and the lower the category of knowledge, the more inclined it is to make online social decisions. Finally, social decisions have a positive impact on purchasing decisions about product. It is most significant that academic research has advanced consumer behavior in response to recent changes in the consumption environment. It is meaningful that we have studied in depth the changing consumer decision process in online channel environment.

• Journal of the Korean Home Economics Association
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• v.48 no.1
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• pp.67-81
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• 2010

Consumer researchers found that compulsive buying was a part of a category of compulsive consumption that was interrelated to addictive and repetitive behaviors. The present study empirically examined the co-morbidity of compulsive buying and Internet addiction among e-commerce users in terms of consumption disorders. Although the prevalence of Internet use and on-line sales remarkably increase in recent years, almost no study examines on-line compulsive buying behavior. This study explored the link between compulsive buying and Internet addiction among e-commerce users, and investigated the characteristics of on-line shoppers with respect to two forms of compulsive consumption, which were divided into compulsive buying and Internet addiction. Additionally, factors that related to compulsive buying behaviors among e-commerce users were also examined. The present research was conducted using a convenience sample of 394 young adults between the ages of 20-30, and the Faber and O'Guinn's DSCB scale and the Widyanto's Internet addiction scale (IA) were used. Confirmatory factor analyses were utilized to evaluate the structure of the DSCB and IA, and a Probit model was used to examine determinants for the compulsive buying behaviors of e-commerce users. E-commerce users were classified into four groups; high compulsion and high addiction, low compulsion and low addiction, high compulsion and low addiction, and low compulsion and high addiction. Consumers with high compulsion and high addiction spent higher amounts of money on their on-line purchases and were frequently connected with the Internet compared to the three other consumer groups. Consumers with compulsive buying behaviors were also found to have significantly greater Internet addiction tendencies than typical buyers. Compulsive buyers were more likely to engage in Internet addiction and the number of purchasing via on-line shopping mall, and had higher materialism. Policy implications and suggestions for consumer education programs were discussed.