• 산업경영시스템학회지
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• 제43권2호
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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.

• 가정과삶의질연구
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• 제30권3호
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• pp.105-118
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• 2012

This study aims to recognize cognition of credit card and shopping value in contemporary society, cognition of credit card and shopping value according to types of consumption orientation, and factors that influence cognition of credit card and shopping value, and ultimately provide a foundation for establishing proper shopping value. A total of 453 women and men residing in Seoul have been set as research object in order to achieve the purpose of the study. The data was analyzed by Cronbach' alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range test, multiple linear regression. All analysis progress was done by spsswin12.0 statistics program. A summary of this research goes as follows: First, categorization of consumption orientation lead to two clusters of rational and symbolic & conspicuity consumption patterns and cognition of credit card was categorized into positive and negative cognition and shopping value was categorized into hedonic shopping value, utilitarian shopping value and time-save shopping value. Second, rational shoppers had high utilitarian shopping values and symbolic & conspicuity shoppers had high both hedonic shopping values and utilitarian shopping values. Third, the most influential factor in hedonic shopping value and utilitarian was consumption orientation. In conclusion, this research has showed that cognition of credit card and shopping value according to types of consumption orientation patterns varied, and that consumption orientation was an influential factor on cognition of credit card and shopping value.

• 유통과학연구
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• 제6권2호
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• pp.61-79
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• 2008

본 연구는 소매점포 내에서 인지되는 혼잡성, 쇼핑감정, 쇼핑가치 그리고 재이용의도간의 영향관계에 대하여 실증분석을 통해 알아보고자 하였다. 분석결과, 인적혼잡성은 긍정적 감정에 정(+)의 영향을, 부정적 감정에 부(-)의 영향을 미치는 것으로 나타났으며 공간적 혼잡성은 긍정적 감정에 부(-)의 영향을, 부정적 감정에 정(+)의 유의한 영향을 미치는 것으로 조사되었다. 긍정적 쇼핑감정은 실용적 및 쾌락적 쇼핑가치에 정(+)의 영향을, 부정적 쇼핑감정은 부(-)의 영향을 미치는 것으로 조사되었다. 마지막으로 쇼핑가치의 두 가지 차원은 재이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 이상의 결과로 볼 때, 백화점과 같은 소매점포에서는 다양한 이벤트나 공연, 혹은 쇼핑객들을 유인할 수 있는 시설의 유치 등으로 적정수준의 인적 혼잡성을 유발함으로써 쇼핑객들에게 활성화 작용을 일으키도록 해야 하고 점포 내 통로를 넓히거나 천장이 높게 보이도록 하고 실내를 밝은 조명이나 색상의 사용으로 쇼핑객들의 공간적 혼잡성으로 인한 부정적 행동을 감소시켜야 한다. 또한 쇼핑객들에게 양질의 제품이나 서비스의 공급뿐만이 아니라 쇼핑 그 자체에 보다 더 큰 즐거움을 제공할 수 있도록 다양한 마케팅전략을 구사하여야 할 것이다.

• Human Ecology Research
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• 제60권4호
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• pp.521-533
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• 2022

Using Bernd H. Schmitt's experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers' perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

• International Journal of Costume and Fashion
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• 제14권2호
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• pp.51-65
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• 2014

With growing competition and increasing consumer demands, companies pay more attention than ever to market mavens who play a central role in diffusing marketplace information and influencing others' decisions. To enhance our understanding of the market maven, this paper examines the role of market mavenism in shaping consumers' shopping values (utilitarian value, hedonic value) and their post-purchase satisfaction or dissatisfaction. Regression analyses revealed that market mavenism had a positive impact on hedonic shopping values, and post-purchase satisfaction. The findings showed that hedonic shopping values had a significant impact on post-purchase satisfaction while utilitarian shopping value did not have any significant relationship. Findings of the study also suggest that market mavens pursue hedonic shopping values and exhibit greater post-purchase dissatisfaction than others. Practitioners are recommended to create entertaining retail environments for market mavens who seek hedonic values when they shop. The results also suggest that practitioners need to pay close attention to market mavens at the post-purchase stage since they can be extremely dissatisfied.

• 한국의류학회지
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• 제29권11호
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• pp.1475-1484
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• 2005

The purposes of this study were 1) to examine the dimension of fashion shopping mall attributes and shopping value related to online shopping, and 2) to investigate the effects of fashion shopping mall attributes and shopping value on purchase intention in online shopping. Data were obtained from 423 online fashion shopping mall consumers who have experiences of buying products or visiting to online fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, path analysis of LISREL 8.53. The results showed online fashion shopping mall attributes were composed of Visual information, Loading speed Space composition, Product assortment, Checkout service, and Help desk. Shopping value perceived by online fashion shopping mall consumers were consisted two factors: Hedonic value and Utility value. Hedonic value and Utility value Perceive by online consumers were influenced by Product assortment, Visual information, Help desk, and Space composition of shopping mall. Additionally, hedonic and utility shopping values perceive by online consumers impacted online purchase intention. Findings suggest that fashion shopping mall attributes mediated by shopping values are important in predicting purchase intention of online shopping mall. Implications are drawn for the information useful to consumer behavior researchers and retailers of online fashion shopping mall.

• The International Journal of Costume Culture
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• 제4권3호
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• pp.203-216
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• 2001

Subjects were 405 female college students and 505 was utilized for structural equation modeling. As results, hedonic shopping value had positive effects on impulse purohasing, variety seeking, and purchasing involvement. In contrast, interestingly, impulse purchasing did not show any significant effect on brand loyalty and purchasing involvement had rather a positive effect on brand loyalty. There was a Positive effect of hedonic shopping value on brand loyalty. This result indicates that people who get more involved in and enjoy clothing shopping are likely more brand loyal than others. This seems to come from the intrinsic characteristics of shopping. People who enjoy clothing shopping likely have high level of fashion or style concern, and this might lead higher levels of purchasing involvement and brand loyalty. Due to the symbolic characteristics of clothing, the brand loyalty of clothing seems to be more symbolic and emotive rather than utilitarian and cognitive.

• 유통과학연구
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• 제20권12호
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• pp.35-42
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• 2022

Purpose: The purpose of this study was to determine the effect of utilitarian value, hedonic value, channel integration quality on Omni-Channel Shopping Intention and shopper satisfaction in the e-commerce industry in Indonesia. Research design, data and methodology: This research method uses quantitative research methods with purposive sampling technique. The hypothesis was tested using SEM-PLS. Results: Based on the results of the analysis and discussion, it can be concluded that there is an influence between the Utilitarian value on the Omni-channel shopping intention, there is no effect between the hedonic value on the Omni-channel shopping intention, there is no influence between the quality of Channel integration on the Omni-channel shopping intention, there is an influence between the quality of Channel integration and the Omni-channel shopping intention between utilitarian values on shopper satisfaction, there is no effect between hedonic values on shopper satisfaction, there is an influence between channel integration quality on shopper satisfaction, and there is an influence between Omni-channel shopping intentions on shopper satisfaction. Conclusions: The findings of this study prove that Omni-Channel Shopping Intention is one of the most effective management and marketing techniques to enhance an important aspect of their company, namely an efficient and holistic consumer shopping experience.

• 한국의류학회지
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• 제31권7호
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• pp.1075-1084
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• 2007

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study tries to examine satisfaction of the on-line consumers on internet shopping mall via fashion products. To fulfill this objectives, a survey was conducted from May 15 to May 30 in 2006, and an subject of study is men and women aged from 10s to 40s in purchase experience of the fashion merchandise to internet shopping malls. Data collected over the internet, and analyzed the 205 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, internet shopping mall's fashion goods attributes(goods characteristics, aesthetic expression, variety of goods) significantly affect consumer's utilitarian shopping value. Second, internet shopping mall good's price attributes(economical efficiency of price, price reasonableness, price value, price information, price discount) significantly affect consumer's shopping utilitarian shopping value and hedonic shopping value. Third, consumer's utilitarian shopping value and hedonic shopping value are positively related to the internet consumer's shopping satisfaction.

• 가족자원경영과 정책
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• 제9권2호
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• pp.145-161
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• 2005

This study was to examine whether the hedonic and utilitarian shopping values were expressed in shopping experience among the undergraduates and how the consumers with different shopping values vary in the perception of credit cards' benefit and risk. The 215 undergraduates in Seoul were surveyed. The results indicated that undergraduates were divided into hedonic shoppers and utilitarian shoppers according to their shopping value and that the perception of credit cards' benefit and risk was explained by the four factors including the increased cost, the removing the immediate need for money, the additional service and benefits, and the overspending and credit crime. The overspending and credit crime as one of the risk factors was affected by the types of shopping values.