• Journal of Information Technology Applications and Management
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• 제13권3호
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• pp.181-200
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• 2006

The purpose of this study is to examine factors influencing online product transformation focusing on benefits of online shopping and word of mouth. Generally, it has been known that buying search goods is more proper than experience goods in the online. However benefits of online shopping and word of mouth make product transformation from experience goods to search goods and the product transformation promote the purchase of experience goods online. We developed a conceptual model of online product transformation including benefits of online shopping(e.g. good price and convenience), online word of mouth (e.g. bulletin board and consumer reviews), and consumer characteristics (e.g. innovativeness and Internet usage). Also, we suggest several research propositions on online product transformation. The implications for marketing strategies of experience goods and furher research direction are suggested.

• Asia Marketing Journal
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• 제21권1호
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• pp.1-21
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• 2019

Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer's personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses of movie box office sales data and online rating data reveal three interesting findings. First, movie sales decrease as movie ratings become increasingly dispersed. Second, the negative effect of rating dispersion on movie sales is more pronounced with more rating volume. Third, this negative effect weakens when additional information about a movie is available (i.e., higher average rating, greater star power, and time since its release). We discuss the academic and practical implications of our findings.

• 한국의류학회지
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• 제40권6호
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• pp.967-978
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• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.

• 가정과삶의질연구
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• 제11권1호
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• pp.12-21
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• 1993

This Study focused on consumer information search and consumer satisfaction according to product characteristics and sex. For these purpose a survey was conducted using questionaires on 225 males 299 females that lived in Seoul. Statistics used for data were Frequency. Prequency. Percentile Mean Multiple Regression Analysis and Path Analysis. The major findings were: 1) I male Group reference orientation were effect on convenience experience credience goods and information search were effect on experience credience goods. 2) In Femal Group her job and information search effect on convenience experience credience goods and involvement effect on credience goods only.

• 지식경영연구
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• 제15권3호
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• pp.141-168
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• 2014

Purchasing through Internet shopping mall has more uncertainty compared with offline shopping mall. Previous studies have presented that trust plays a role of reducing uncertainty and increasing purchasing intention. In this study, we suggest that third-party assurance and word-of-mouth contribute to the formation of trust. In addition, we also propose that ease of product evaluation plays moderating roles in the relationships between third-party assurance, word-of-mouth and trust. For this study, we collected sample data from two groups consisting of online shoppers purchasing the search goods and experience goods categorized by type of ease of product evaluation. Empirical results show that word-of-mouth and third-party assurance have different effects on trust in two groups. The third-party assurance has a stronger impact on trust in online shopping group of the search goods than in the experience goods, while word-of-mouth in the online community has a stronger impact on trust in online shopping group of the experience goods than in the search goods. We expect that this result will provide researchers and managers who are interested in trust formation factors in online shopping mall with useful theoretical and practical implications.

• 무역학회지
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• 제46권5호
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• pp.99-113
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• 2021

This study aims to analyze the effect of product information quality and source credibility on product arousal in fresh food website. Despite fresh food websites are selling products with various feature, prior studies have focused on consumer behavior for fresh food website characteristics or specific products without considering the feature of the products. Consumers' attitudes, beliefs, and behaviors vary depending on the feature of the product. In other words, depending on the category of product, the decision making process that consumers purchase products can be differ. So, we classify products considering the feature of these products to examine the effect of information quality and source credibility on product arousal into experience goods and search goods. We surveyed 288 consumers having experience of purchase in fresh food website and verified the hypothesis through One-way ANOVA by classifying the information quality and the source credibility as high level and low level. As a result, there was a difference in product arousal according to the product information quality level and the source credibility level for each product category exposed to the fresh food website. In experience goods, source credibility have a more important effect on product arousal than product information quality, and in search goods, product information quality have a more important effect on product arousal than source credibility.

• Journal of Information Technology Applications and Management
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• 제13권2호
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• pp.127-143
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• 2006

As the number of Internet users increases, online shopping malls are gradually flourishing and sales are continuously growing. However, since consumers are not able to check what they purchase when buying products on the Internet, they are bound to have higher risk perception than buying directly from off-line stores. Especially, sporting goods require a special attention because a preliminary test is important. Therefore, the risk perception is much higher when people purchase sporting goods online. This study first identifies the multi-dimensionality of risk perception. Then, it investigates whether online purchasing experience of sporting goods makes differences in the level of risk perception. In addition, it examines whether the risk perception by those who had an experience in purchasing sporting goods online affects the customer satisfaction. This study has identified five dimensions in the concept of risk perception, such as financial risk, performance risk, security risk, delivery risk, and psychological/physical risk. A statistical analysis shows that people without an experience in purchasing sporting goods online have perceived significantly higher performance risk, security risk, and psychological/physical risk than those with online purchasing experiences. Finally, this study has found that delivery risk, financial risk, and psychological/physical risk have significant negative influences on the customer satisfaction.

• 가정과삶의질연구
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• 제25권3호
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• pp.137-149
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• 2007

This study explores diverse consumer characteristics pursuant to whether the consumers in question have purchased luxury goods, and it also explores the variables that tend to influence such purchases. Furthermore, the relationship between consumers' purchases of, propensity for and preference toward luxury goods is researched, and an analysis is also conducted on the degrees of influence that consumer purchases of luxury goods have on consumer propensity and preference for luxury goods. The results show that the experience of such purchases determines the diverse characteristics of consumers in such areas as age, expenditures and overseas travel. In addition, the propensity of consumers to buy luxury goods is related to the tendency toward trends, self-planning, rationality and economic efficiency, while the preference of consumers is linked to the tendency toward trends, self-realization and rationality. This study aims to analyze and understand the consumer group of college women in their 20s, and it also seeks to help establish policies that will provide consumer education so badly needed by such women who are or who will be the main players of their respective household economies and rates of consumption.

• 한국의류산업학회지
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• 제13권6호
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• pp.909-916
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• 2011

This study explored the differences in consumer characteristics-consumer self-confidence, attitude toward, trust and purchase intention for secondhand fashion goods, self-confidence in fashion coordination, price sensitivity for fashion product, and environment conservation consciousness-according to purchasing experience of secondhand fashion goods. A set of questionnaire was administered to 400 university students in Daegu from 18 to 28 April 2011. Data were analyzed by factor analysis, Cronbach's ${\alpha}$, frequency, t-tests. Secondhand fashion goods shoppers were 135(37%) and non-shoppers were 230(63%). The difference analysis results between the two groups were as follows. First, in consumer self-confidence, shoppers showed higher than non-shoppers except persuasion knowledge, and there was no difference in marketplace interfaces between the two groups. Second, there were significant differences in attitude toward secondhand fashion goods, trust and purchase intention for secondhand fashion goods between the two groups. Third, shoppers had higher self-confidence in fashion coordination than non-shoppers, but there was no difference in environment conservation consciousness and price sensitivity for fashion product between the two groups. For future study, it is suggested to find out more general characteristics of secondhand fashion goods shoppers covering other age brackets.

• 마케팅과학연구
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• 제16권3호
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• pp.143-167
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• 2006

최근 인터넷을 통한 제품구매가 점차 다양화되고 있음에도 불구하고 전통적인 오프라인과 비교해 상대적으로 인터넷을 통한 정보탐색과 구매 선호도가 높은 제품유형에 관한 체계적인 이해는 아직 미흡한 실정이다. 본 연구는 제품구매 시 제품에 대한 소비자의 위험지각이 온라인 오프라인, 온-오프라인으로 구분되는 정보탐색유형을 통한 탐색행동에 미치는 영향에 관해 살펴보았다. 특히, 제품유형을 탐색-경험-신뢰재로 구분하여 제품에 대한 위험지각과 정보탐색 사이의 관계가 제품에 대한 지식수준에 따라 어떻게 달라지는지를 실증분석을 통해 밝히고자 하였다. 분석결과, 지식수준이 낮은 경우에는 경험재와 신뢰재에서 위험지각이 높아질수록 온라인-오프라인을 통해 많은 정보를 탐색하는 것으로 나타났으며, 지식수준이 높은 경우에는 탐색재에서 위험지각이 높을수록 온라인을 통해 많은 정보를 탐색하는 것으로 나타났다. 본 연구결과는 제품관련 업체는 물론 온라인 및 오프라인 유통업체들에게 유용한 정보를 제공할 수 있을 것으로 기대한다.