• Journal of Korean Society of Industrial and Systems Engineering
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• v.43 no.2
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• pp.87-97
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• 2020

The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

• Environmental and Resource Economics Review
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• v.11 no.2
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• pp.261-278
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• 2002

Based on the hedonic pricing method, this paper investigates the effect of air quality on the apartment price in Seoul. The empirical results show that both the structural variables such as years of construction, heating system, and size of apartment complex and accessability variables such as distances to subway station and parks provide statistically significant effects on the price of apartment, Especially, the dendity of sulfurous acid gas ($SO_2$) and ozone ($O_3$) in the air, indicating air quality, negatively affect the price of apartment, This implies that as the condition of air quality to become worse, apartment price decreases, Therefore, when the degree of aversion of apartment residents against the air pollution affects the formation of apartment's market price, the MWPT(Marginal Willingness to Pay) in order to improve the air quality 10% has been estimated as 36,000~39,000Won per month.

• Knowledge Management Research
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• v.15 no.4
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• pp.79-103
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• 2014

This research investigates whether product types moderate the relationship between e-tailer characteristics and shopping attitudes in the context of online category killer stores. To identify the antecedents of consumer attitudes for category killer stores, the product types are characterized by the two dimensions of hedonic and utilitarian. A total of 268 responses were collected from consumers who experienced online category killer stores. The results show that the quality of information contained in a website, customer review, relational benefits, and the expertise of the e-tailer are important determinants for shopping attitudes of consumers. Regarding the moderating effects of product types, hedonic value significantly moderates the relationships between shopping attitudes and relational benefits/e-tailer expertise. However, utilitarian value does not significantly moderate the relationships between shopping attitudes and any of the e-tailer characteristics. Theoretical contributions of this study are the findings of moderating effects of hedonic value on the relationships between e-tailer characteristics and shopping attitudes. In addition, this study practically implies how companies can utilize these characteristics strategically for marketing and the selection of products.

• Journal of the Korean Society of Costume
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• v.64 no.3
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• pp.93-107
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• 2014

This study examines the differences in store service quality and relationship benefits according to clothing consumption values. This study has collected data from adult consumers in their 20s to 60s via offline and online surveys. A total of 459 survey responses were used for the final analysis. The results of this study were as follows. First, clothing consumption values were composed of 4 factors: emotional, conspicuous, individuality, and practical value. In light of the tendency of consumers' clothing consumption values, consumers have been grouped into 3 consumption groups: hedonic, practical, and practical symbolic. Second, consumers considered price policy product quality, salesperson, product assortment promotion, and convenience of store service quality in the order of importance. Regarding the relationship benefit, consumers considered psychological benefit, economic benefit, informative benefit and social benefit in the order of importance. Third, regarding the importance in service quality for clothing consumption value group, practical symbolic consumption group and practical consumption group considered price policy quality service more important than hedonic consumption group, and practical symbolic consumption group considered product assortment quality, promotion service, salesperson service, convenience of store service more important than other groups. Fourth, regarding the importance of relationship benefits for the clothing consumption value groups, practical symbolic consumption group considered informative benefit and social benefit more important than other groups. The practical symbolic consumption group and practical consumption group considered psychological benefit more important than the hedonic consumption group.

• Journal of Korean Society for Quality Management
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• v.49 no.3
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• pp.359-374
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• 2021

Purpose: This study attempted to verify which factor affects the intention to use of the connected car that has recently emerged. Methods: Based on prior researches, this study derives the characteristics of connected car that affects user intention and designs research model for empirical analysis. A structured questionnaire was conducted for those who drive cars, and a total of 292 usable responses were collected and empirically analyzed using SPSS and PLS. Results: The results of this study are as follows; service quality, hedonic motivation, and social influence have a significant effect on perceived value, but system quality, information quality, user innovation, experience and facilitating condition did not. In addition, it was found that system quality, information quality, service quality, user innovation, facilitating conditions and social influence have a significant effect on satisfaction, but hedonic motivation and experience did not affect satisfaction. Conclusion: The findings of this empirical analysis have implications for effectively recognizing the value of connected cars based on the technology of information systems to users and establishing sustainable growth strategies for connected car producers and suppliers.

• Journal of the Korea Society of Computer and Information
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• v.22 no.3
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• pp.155-162
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• 2017

The purpose of this paper is to study renovation plan of value chain from a user's viewpoint by making practical application of digital technology in Korea and China. And it is surely meaningful to investigate the important motivation factors of continuous using smart-phone in two countries, and to analyze the improving effect toward to the quality of life in continuous using smart-phone. By this study we can expect the value improving effect of user experience. The results of hypothesis testing can be summarized as follows: First, the hypothesis that positive affect has a plus effect on pragmatic value is accepted in Korea and China. Secondly, the hypothesis that positive affect has a plus effect on hedonic value is accepted in two countries. Thirdly, the hypothesis that negative affect has a minus effect on pragmatic value is accepted in Korea, but rejected in China. Fourthly, the hypothesis that negative affect has a minus effect on hedonic value is accepted in two countries. Fifthly, the hypothesis that pragmatic value has a plus effect on life satisfaction is rejected in two countries. Sixthly, the hypothesis that hedonic value has a plus effect on life satisfaction is accepted in Korea, but rejected in China. Seventhly, the hypothesis that there is a difference in positive affect, negative affect, pragmatic value, hedonic value and life satisfaction between Korea and China is rejected in positive affect and negative affect, but accepted in pragmatic value, hedonic value and life satisfaction. In the competition among enterprises, user experience instead of goods themselves became influential as a differential factor. And many advanced enterprises began taking a serious view of customer's happiness and user experience improvement.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.183-193
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• 2017

The present study was conducted at a night market in the Ulsan region, with the purpose of analyzing the impact of menu quality at night markets on customers' perceived value and revisit intention. The study surveyed 323 visitors to the night market, and analyzed the results using the SPSS 18.0 statistics program. The results were the following. Firstly, the results of the exploratory factor analysis regarding menu quality at the night market showed 5 main factors, to a statistically valid and reliable degree: hygiene, price, diversity, originality, and taste. Secondly, it was found that menu quality exerts a positive influence on perceived value, with taste having the biggest influence on hedonic value, and price having the biggest influence on utilitarian value. Thirdly, it was found that menu quality further exerts a positive impact on the revisit intention, with price having the greatest influence in this regard. Fourthly, perceived value was found to have a positive influence on the revisit intention, with utilitarian value having a greater effect than hedonic value in this regard.

• Journal of Digital Contents Society
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• v.19 no.4
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• pp.649-659
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• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.8
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• pp.1215-1226
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• 2009

This study classifies consumers according to apparel shopping values to find the differences of apparel attributes in accordance to shopping value segments between Korean and Chinese college students. College students from Seoul and Beijing participated in the study and a quota sampling method collected the data. Data from 504 questionnaires is used for the statistical analysis. A factor analysis through, Cronbach's alpha coefficient, ANOVA, and a post-hoc test are conducted. Two factors of apparel shopping values are classified (hedonic shopping values and utilitarian shopping values). Four segments of apparel shopping value were classified (hedonic shopping, low involvement shopping segment, high involvement shopping, and utilitarian shopping). Three factors of apparel attribute are classified (external attributes, internal/aesthetic attributes, and internal/quality attributes). The result indicate that high involvement shopping segments considered all the clothing attributes more importantly than the other three segments. Chinese respondents of hedonic shopping segments and high involvement shopping segments considered advertisements in terms of external attributes, assembly, and fit in terms of internal/quality performance attributes as more important than Koreans. Chinese respondents of low involvement shopping segments also considered assembly and fit in terms of internal/quality performance attributes as more important than Koreans. Korean respondents of utilitarian shopping segments had a special regard for design and color in terms of internal/aesthetic attributes but the Chinese had a special regard for assembly, fit, and ease of maintenance in terms of internal/quality performance attributes.

• The Research Journal of the Costume Culture
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• v.17 no.2
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• pp.330-342
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• 2009

The purpose of this study was to investigate the equity formation of private apparel brand according the service quality of TV home-shopping. A questionnaire was designed for the survey and the subjects were 383 female adults in Seoul and the Kyongnam province, Korea. The statistical analyses were carried out in the forms of frequency, factor analysis and path analysis of SPSS WIN 14.0. The findings throughout the research are as follows; First, the underwear sets and single item apparel sets with private brand had been well sold at better price. Second, the service quality of TV home shopping was perceived as the four factors of safety, contents, informative faculty and reliability. The reliability and contents factors had higher effects on the equity formation of private apparel brand. Third, the brand image, perceived quality, brand recognition as the cognitive dimension had influenced on the hedonic and utilitarian attitudes. The hedonic attitude and perceived quality had a great deal influence on the purchasing intend as the last behavior dimension.