• Journal of Distribution Science
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• v.11 no.11
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• pp.83-88
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• 2013

Purpose - This study focused on consumers' perception about regulations for sales enforced by national and local governments in Korea. The study examined the relationship between perceived regulatory restrictions and subjective well-being (SWB), and perceived regulatory restrictions and shopping value, respectively. Research Design, Data, and Methodology - Data were collected from 135 college students and consumers in Gyeonggi Province to verify the relationships, moderating effects, and mediating effects, thus testing the theoretical model and its hypotheses. Results - First, consumers' positive perception of regulatory restrictions enabled enhancement of their SWB. Second, consumers' positive perception of regulatory restrictions had no significant positive influence on hedonic value but had a significant positive influence on utilitarian value. Third, utilitarian value exhibited a full mediating effect on the relationship between regulatory restrictions and SWB. Conclusion - This study showed that consumers' positive win-win attitude is based on social norms. Further, we expect that consumers experiencing discomfort due to regulatory restrictions resolve this by going to other distributors. Finally, to increase distributors' competitiveness and consumers' utilitarian value, it is suggested that distributors require a variety of marketing strategies.

• Fashion, Industry and Education
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• v.16 no.1
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• pp.1-18
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• 2018

The purpose of this study was to investigate the influence of consumers' regulatory focus on their perceived values of the product as well as shopping process, and willingness to invest resources for online mass-customized products. Data were collected using an online survey from 251 young adult consumers, particularly those who have prior purchase experience of mass-customized products. Interpretation of results indicated that consumers' promotion regulatory focus impacted their perceived values of the product (social, emotional, monetary, and epistemic but not performance), perceived values of the shopping process (hedonic and utilitarian), and willingness to invest more money, time and effort. However, as anticipated, prevention regulatory focus had no significant influence on the dependent variables. Researchers provide crucial implications for brands of online mass-customized products to segment their market based on regulatory orientation, as well as better cater to customer demands by positioning their products as offering benefits that specifically caters to the needs of such consumers.

• Journal of Fashion Business
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• v.25 no.6
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• pp.81-101
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• 2021

Traditional department stores have been struggling to attract customers for several years. Many retail stores have closed in recent years, even before the COVID-19 pandemic. The reinvention of in-store shopping value and experience is imperative to attract customers and reinvigorate retail business. The purpose of this study was to discover which in-store components can improve customer experiences and loyalty while also identifying dissatisfaction issues in consumer experiences in department stores. The data was collected from two consumer groups-luxury department store (Selfridges) customers and mid-market department store (Debenhams) customers-to identify the types of value and experiences they seek most often. The findings showed that to enhance their store patronage, Debenhams should reposition their brand image in a way that allows customers to connect with their self-image and lifestyle by improving efficiency and convenience and prioritizing the utilitarian and social value types. By contrast, Selfridges should enhancetheir store atmosphere, visual merchandising and sensory experiences by maximizing slow retailing experiences and emphasizing the aspirational self-concept image for symbolic and hedonic value. This research uncovered the existence of numerous overlappingvalue dimensions, each of which contributed to the enhancement of the others. Several young customers expressed their support for ecologically responsible, cost-effective second-hand luxury products. Instead of focusing merely on conventional value dimensions, department retailers should determine how environmental and ethical objectives can be fulfilled. This study explained how department stores can craft their in-store environments to appeal to their customers' preferred value types to ensure success in a competitive market.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.123-134
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• 2010

Considering the benefits for both consumers and suppliers, firms are taking advantage of the Internet as a medium to communicate with and sell products to their consumers. This trend makes the online shopping environment a growing field for both researchers and practitioners. This paper contributes by testing a model of online consumer behavior with websites varying in levels of hedonism. Unlike past studies, we included all three types of emotions (arousal, pleasure, and dominance) and flow into the model. In this study, we assumed that website interfaces, such as background colors, music, and fonts impact the three types of emotions at the initial exposure to the site (Mazaheri, Richard, and Laroche, 2011). In turn, these emotions influence flow and consumers' perceptions of the site atmospherics-perception of site informativeness, effectiveness, and entertainment. This assumption is consistent with Zajonc (1980) who argued that affective reactions are independent of perceptual and cognitive operations and can influence responses. We, then, propose that the perceptions of site atmospherics along with flow, influence customers' attitudes toward the website and toward the product, site involvement, and purchase intentions. In addition, we studied the moderating impact of the level of hedonism of websites on all the relationship in the model. Thus, the path coefficients were compared between "high" and "low" hedonic websites. We used 39 real websites from 12 product categories (8 services and 4 physical goods) to test the model. Among them, 20 were perceived as high hedonic and 19 as low hedonic by the respondents. The result of EQS 6.1 support the overall model: $\chi^2$=1787 (df=504), CFI=.994; RMSEA=.031. All the hypotheses were significant. In addition, the results of multi-groups analyses reveal several non-invariant structural paths between high and low hedonic website groups. The findings supported the model regarding the influence of the three types of emotions on customers' perceptions of site atmospherics, flow, and other customer behavior variables. It was found that pleasure strongly influenced site attitudes and perceptions of site entertainment. Arousal positively impacted the other two types of emotions, perceptions of site informativeness, and site involvement. Additionally, the influence of arousal on flow was found to be highly significant. The results suggested a strong association between dominance and customers' perceptions of site effectiveness. Dominance was also found to be associated with site attitudes and flow. Moreover, the findings suggested that site involvement and attitudes toward the product are the most important antecedents of purchase intentions. Site informativeness and flow also significantly influenced purchase intentions. The results of multi-group analysis supported the moderating impacts of hedonism of the websites. Compared to low (high) hedonic sites, the impacts of utilitarian (hedonic) attributes on other variables were stronger in high (low) hedonic websites. Among the three types of emotions, dominance (controlling feelings) effects were stronger in high hedonic sites and pleasure effects were stronger in low hedonic sites. Moreover, the impact of site informativeness was stronger for high hedonic websites compared to their low-hedonic counterparts. On the other hand, the influence of effectiveness of information on perceptions of site informativeness and the impact of site involvement on product attitudes were stronger for low hedonic websites than for high hedonic ones.

• Journal of Distribution Science
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• v.16 no.1
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• pp.37-46
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• 2018

Purpose - This study is to investigate the effects of consumption motives of restaurant customers on the perception of the importance of restaurant attributes, and to determine the influence of the consumption motives on the empirical and functional attributes between Vietnam and Korea. Research design, data, and methodology - Questionnaire items from previous studies were revised to fit the research purpose of the present study. From August 1 to August 25, 2017, questionnaires were simultaneously administered in Korea and Vietnam using both on-line and off-line survey methods (including SNS and e-mail). With 381 surveyed questionnaires in Vietnam(219) and Korea(162), this study was conducted by using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation model (SEM) was employed as a statistical method for the hypotheses test of this study. Results - The results showed that hedonic eating-out motive has more influence on the importance of empirical attribute than that of functional attribute in restaurant. In addition, utilitarian eating-out motive has more influence on functional attributes than empirical attributes. However, these relationships showed the difference between countries in Vietnam and Korea. As for in Korea, consumers' hedonic and utilitarian motives of eating-out were more influential on experimental and functional attributes. Conclusions - This study analyzed the influence on the importance of the eating-out motives of restaurant attributes and how this differed between Vietnamese and Korean.

• Journal of the Korean Society of Floral Art and Design
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• no.40
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• pp.125-136
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• 2019

This study aims to examine the important factors of flower shops' store attributes influencing the repurchase intention for people who buy flowers for themselves with a hedonic shopping motivation. This study was verified by empirical survey and the results are summarized as follow. First, it was found that price, salesperson's professionalism, store accessibility had a significant positive impact on the repurchasing intention of flowers. Second, it was found that price is the first important factor influencing the repurchasing intention of flowers, and next salesperson's professionalism is the second important one, and lastly store accessibility is the third important one. For implications of this study, this study investigated the cause-and-effect relationship between flower shops' store attributes and the repurchasing intention of flowers for people who buy flowers for themselves with a hedonic shopping motivation, so it provides a theoretical foundation for further studies.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.201-213
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• 2022

This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.4
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• pp.374-383
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• 2020

This study verified the difference in the influence on the value principles held by the consumers while examining the influence of the characteristics of the online shopping mall on the purchase intent by using a TAM2 model. First, the characteristics of online shopping malls were proven to have a positive effect on the perceived ease of use and perceived utility. Second, a look at the effect of the online shopping mall characteristics on the emotional response shows that only the system quality and product quality variables had a positive effect on the emotional response. Third, the perceived ease of use, perceived utility and emotional response of online shopping mall users had a positive effect on their perceived value. Fourth, multi-group analysis was conducted to examine the difference between utilitarian goods and hedonic goods by categorizing what was purchased at online shopping malls. The results showed differences between the groups. This study is attempted to investigate various influencing factors on consumers' intention to revisit online shopping malls. In addition, the author also attempted to understand the behavior of online shopping mall visitors by dealing with more than the technical attributes and emotional aspects of shopping malls.

• Fashion & Textile Research Journal
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• v.12 no.6
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• pp.755-763
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• 2010

This study was intended to identify the persuasion effects according to social proof message type and product type in the context of online cosmetic advertising. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(social proof message type: attitudinal social proof message, behavioral social proof message)${\times}$2(product type: hedonic product, utilitarian product) factorial design. A total of 160 questionnaires allocating forty students to each group were distributed. The results were as follows. First, behavioral social proof message showed more effective than attitudinal social proof message in advertisement attention, click-through intention and purchase intention. Second, utilitarian product showed more effective than hedonic product in advertisement attention, click-through intention and purchase intention. Third, there was interaction effect according to social proof message type and product type on the aspect of click-through intention.

• Korean Management Science Review
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• v.32 no.4
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• pp.135-153
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• 2015

In this paper, we intend to understand distinguishable SNS technology contributions for B2C commerce. In order to theorize this, we draw upon Technology-to-Performance chain (TPC) theory to develop the model that could explain how the technology value of the SNS could be realizable. For the purpose of capturing SNS technology effect to B2C channel effectiveness, on the basis of TPC theory, personal productivity is selected as a performance variable instead of satisfaction from SNS usage. Accordingly, as the antecedents of personal productivity, two variables of locatability and timeliness are extracted to reflect Task-technology-fit (TTF) dimension of performance precursors. For the utilization dimension of TPC framework, convenience and recreation tendency of the personal traits in shopping are included as the precursors of SNS utilization in the sense of reflecting utilitarian and hedonic value of SNS adoption. Empirical validation is conducted with reference to promotion and sales event on Facebook, which is chosen as the typical SNS based B2C commerce scenario. The data analysis result provide useful insights to further investigate the firm's SNS usage potentials for business applications.