• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.467-485
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• 2015

The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic cues affects perceived quality variation, value consciousness, attitude to PB, and PB product purchase intention. Also, familiarity with PB is regarded as a moderating variable that can interact with retailer credibility. An analysis of 199 useable questionnaires found that retailer credibility has a significant impact on the attitude to PB, directly and indirectly. Further, the moderating effect of familiarity with PB was significant. For this, we interpret that when consumers are more familiar with the private brand, they tend to have few bias toward the quality of PB. These findings provide several effective strategies for the development of PB, such that retailers must improve consumer's familiarity with PB via various promotions like free samples or testing events. Academic and practical implications of the study findings and future research directions are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.1-16
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• 2019

This study explores the effect of hashtag type on consumer response via evaluations of SNS fashion influencer and information in the context of fashion product communication. The moderating effect of perceived fit between hashtag content and fashion product image on information evaluation was also investigated. An online survey was conducted, and responses from 152 Instagram users were collected. The results indicated that hashtag type (informative vs storytelling) affects the evaluations of influencer and information. First, the informative hashtag has a positive effect on influencer's expertise and usefulness of information. Meanwhile, storytelling type has a positive effect on the familiarity of the influencer. This study also verified the mediated paths from hashtag type to consumer response through the evaluations of SNS fashion influencer and information. The influencer's expertise and familiarity mediated the effect of hashtag type on consumer response. In the information evaluation, only the mediating effect of usefulness was significant. Finally, the high condition of the perceived fit between hashtag content and fashion product image was found to highly evaluate the trust of information. This study extends the scope of fashion communication research from various angles by examining the role of the hashtag as a new type of information source.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.8 no.2
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• pp.89-102
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• 2018

With the development of mobile technology, asset management on the Internet have also developed a lot. Drawing on Technology Acceptance Model, this study examines YUEBAO deployment to model consumers' purchase intention to use financial products offered online. In this study, we hypothesized that the characteristics of online asset management product will affect the purchase intention through perceived usefulness and conduct empirical analysis on Chinese consumers. In the study model, the independent variables were considered to include individual involvement, experience, product protection, corporate credibility, convenience, mobility, and familiarity. In addition, the parameters constitute the usefulness, and the dependent variable is the purchase. The results are as follows. First, YUEBAO's complementarity, corporate credibility, convenience, and familiarity have a significant influence on YUEBAO's usefulness. Second, The YUEBAO's usefulness has a noticeable effect on the purchase intention. To perceive the high usefulness, the practicality strategy of enhancing the protection property, corporate reliability, convenience and familiarity of the online asset management product is needed. The study of consumer purchase behavior and consumer purchase intention of online wealth management products is very valuable for academic and practical work.

• International Journal of Costume and Fashion
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• v.10 no.2
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• pp.15-36
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• 2010

This study aims to examine if a consumer's evaluations of and purchase intentions towards textiles and apparel-related cultural products are influenced by their culture, as indicated by their nationalities. Additionally, several psychological variables, such as novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture were included in the analyses to compare the relative importance of cultural influences with the importance of individual characteristics. To conduct a quantitative analysis, we collected data from 400 female consumers in two countries: 200 from the USA and 200 from China. Key findings showed that, nationality and novelty-seeking were found to have a strong influence on purchase intention when product evaluation variables were not included. Evaluation of appearance and Northeast Asian design emerged highly significant predictors of purchase intention for Korean cultural products, regardless of the product type. Cross cultural comparative research on cultural product evaluations is extremely rare. This study focused on groups of consumers residing in the US and China and asked them to evaluate a series of textiles and apparel-related cultural products produced in Korea.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.58-68
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• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.719-730
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• 2022

This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.

• Journal of Distribution Science
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• v.17 no.6
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• pp.65-75
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• 2019

Purpose - Vietnamese customers have a crowd psychology when choosing and buying cars, they believe the advice and comments of those who have used the product. This paper aims to explore how factors in the relation between employees and customers affect to the customer's positive word of mouth (WOM) through customer satisfaction. Research design, data, and methodology - A survey was conducted with 250 customers. This research focus on six factors: (1) familiarity, (2) care, (3) personal connection, (4) employee competence, (5) customer satisfaction, (6) positive WOM. By using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM), this research determined the impact of relation between eployees and customers to the customer satisfaction in order to have the positive WOM to another customers. Results - This result shows that 3 factors: care, personal connection and service quality, have positive effects to customer satisfaction. Moreover, the similar relationship is found between customer satisfaction and positive WOM. The familiarity is not significant in this research. Conclusions - The research results indicate that positive WOM has an important impact of market development for automobile business enterprises in Vietnam. Therefore, administrators should have appropriate strategies to encourage positive WOM to customers.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.243-261
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• 2022

The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer's attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer's number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.2
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• pp.215-223
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• 1998

The main purpose of this study was to investigate if and how country-of-origin as product characteristics and attitude toward imported brand and brand familiarity as consumer characteristics have impacts on consumer satisfaction with imported apparel. Disconfirmation paradigm was used as a theoretical framework. 570 consumers who had buying experiences of imported apparel were interviewed in department stores. The results showed that the most influential factor on consumer satisfaction with imported apparel was perceived clothing product performance. Country-of-origin and expectations had little effects. Country-of-origin appeared effective on consumer satisfaction only in the case of European products. Consumers were satisfied less as their expectations level were high, which indicated expectations had contrast effects on clothing satisfaction.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.506-514
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• 2008

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.