• 융합정보논문지
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• 제8권4호
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• pp.127-133
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• 2018

최근 공유경제의 관심과 중요성이 높아지고 있는 상황에서 카셰어링 서비스가 활성화되고 있다. 본 연구는 카셰어링 서비스에 대해 소비자가 인지한 쇼핑가치가 브랜드 충성도 및 이용의도에 미치는 영향을 검증하였다. 또한 이러한 관계를 각각 실용적(utilitarian), 쾌락적(hedonic) 쇼핑가치로 구분하여 비교 효과를 규명하고자 하였다. 이를 검증하기 위해 364명의 카셰어링 이용자로부터 자료를 수집하고 구조방정식모형을 사용하여 분석하였다. 연구결과, 실용적 쇼핑가치와 쾌락적 쇼핑가치가 모두 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 브랜드 충성도는 이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 따라서 본 연구는 카셰어링의 이용 상황을 소비 속성을 고려하여 지각된 쇼핑가치를 제안한 점에서 이론적, 실무적 시사점을 가지는 것으로 확인할 수 있다. 이는 공유경제에 대한 소비자 관점에서의 접근이 필요한 것을 함의한다.

• 한국의류학회지
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• 제44권5호
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• pp.1004-1018
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• 2020

Advances in e-commerce enable consumers to shop efficiently for fashion products in global markets in addition, the market size of purchasing directly from foreign websites are also increasing. This study investigates the effects of hedonic and utilitarian shopping values on the continuous use intention of online cross-border shopping. Curiosity and self-efficacy were introduced as mediating variables between shopping values and user intentions. A web-based survey is conducted on female consumers, who have experiences to buy fashion products by online cross-border shopping. A total of 472 responses were collected from a panel of online survey firms. Data are analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0. According to the results of the structural equation model test, hedonic value affected continuous use intention of online cross-border shopping as mediated by curiosity and self-efficacy; in addition, utilitarian value influenced self-efficacy, which mediated relations between the utilitarian value and the continuous use intention. The research model was also tested to compare heavy users and light users of online cross-border shopping. For heavy users, the effect of hedonic value on curiosity was significantly stronger than for light users. Several implications are suggested based on the results.

• 한국조리학회지
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• 제23권7호
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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.

• 가족자원경영과 정책
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• 제10권1호
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• pp.83-105
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• 2006

The purposes of this study were to classify types of consumption values and to examine 5 types of art appreciation of university students in Seoul. Five types of art appreciation included fine art exhibition(including photographs, architects, calligraphy works), classical and opera performance, traditional Korean music performance, drama and musical performance, dance performance. The sample for this study consisted of 422 university students of five universities in Seoul. The data were collected using the structured questionnaires. The statistical methods used for the analysis were descriptive statistics, chi-square, factor analysis, and cluster analysis. The major findings are as follows. 1. The result of factors for consumption values of students emerged four factors. These were called as 'materialism', 'honor centered', 'family centered', 'hedonism' value. 2. The cluster analysis was conducted based on these four factors. The result showed 3 groups of consumption value which were called as 'material' honor value group', 'family value group', 'hedonic value group'. 3. The consumption value of university students did not significantly differ according to their demographic variables. 4. The behavior of art appreciation of university students significantly differed by their demographic characteristics and consumption value. The material' honor valued group showed the least chances to make decisions on art appreciation for one's own, which reflected that this group appreciate art to satisfy their honors rather than to enjoy art itself. They also showed the most chances to consider the renownedness of the art work or artists among three groups. And they showed the least chances to pay for the tickets for art appreciation, all of those meant that they appreciate arts unvoluntarily in situational condition. The family valued group showed the most chances to pay for the tickets when they appreciate arts. And therefore they were most susceptible for the prices. The hedonic valued group showed the most interests in art. They decided to appreciate art for their own, and they considered the contents and the highness in the level of the art the most when they appreciate art. And they show the most intention of participation in drama/musical performances, which reflect their interests in hedonic values. Based on these results of this study concluded that the consumption values of university students affected their behavior of art appreciation. Thus, university students' behavior on art appreciation can be effectively developed by education according to their consumption values.

• 한국정보시스템학회지:정보시스템연구
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• 제23권3호
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• pp.73-97
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• 2014

Internet has begun various transformation and innovation in terms of society, culture and industry. Today, Social Network Service(SNS) is an exceedingly popular and useful tool for making human relationships. Previous studies related to SNS, which based on Technology Acceptance Model(TAM), were focused on user acceptance of new technology. However, they had the limitations to focus on technology acceptance, without the consideration of the cognitive factors in using SNS. This study examined how the main factors of intention to use of SNS continuously affect perceived usefulness and ease of use through familiarity, self-expression, hedonic shopping value, utilitarian shopping value and personal relationship. The results of hypothesis testing showed that familiarity, self-expression, hedonic shopping value and personal relationship have some positive impacts on the perceived usefulness and ease of use. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategies for acquiring and retaining long-term customers related to SNS business.

• 한국의류학회지
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• 제26권11호
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• pp.1537-1546
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• 2002

The purpose of this study was to examine fashion counterfeit purchasing behavior among female college students.497 female college students living in Seoul were surveyed for this study. For data analysis, descriptive statistics, factor analysis, and t-test were used. As the results, approximately 54% of respondents had purchased fashion counterfeits before. Among fashion counterfeit products, handbag, apparels, shoes and accessories were frequently purchased by them. For materialism instrument, three factors of materialism were found and labeled as happiness, ownership, and economic factors. Three factors of shopping values were also identified as hedonic, utilitarian, and social shopping values. There were statistically significant differences between purchasing group and non-purchasing group in terms of materialism and shopping values; that is, those who had purchased fashion counterfeits showed higher scores on materialism and hedonic and social shopping value than those who had not.

• 한국의류산업학회지
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• 제8권5호
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• pp.545-551
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• 2006

The purposes of this study were to examine the conceptual structure of shopping value, evaluative criteria of golf wear and store choice behavior, and to investigate the effect of shopping value and evaluative criteria of golf wear on store choice behavior. Data were obtained from 415 men and women aged 20-60 who had purchased golf wears living in Busan. The results of the study were as follows: Shopping value were composed of Hedonic shopping value and Utilitarian shopping value, and evaluative criteria of golf wear were consisted of Size/design.quality, Fitness/appropriateness of use, and Fashionability/brand. Stores choice behavior were composed of Atmosphere/salesperson, Diversity of product/service, Display/assortment, and convenience of location. Hedonic consumers tended to consider the price and display/assortment when they chose golf wear stores, and they were more likely to consider display/assortment mediated by fashionability/brand. But utilitarian consumers perceived less important diversity of product/service when they chose golf wear stores. Consumers who chose golf wear depending on fittness/design and quality patronaged stores offering diverse product/service.

• 패션비즈니스
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• 제23권2호
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• pp.140-155
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• 2019

The objective of this study was to verify the usage intention of unmanned fashion stores through the technology acceptance model and to verify the extended technology acceptance model including the shopping value as consumers' characteristic. An online survey, consisting of 626 consumers as participants, was conducted from March 13 to 19. Results of the study were as follows: This study used exploratory and confirmatory factor analysis. Furthermore, a covariance structure analysis using the maximum likelihood was conducted for hypothesis testing. According to the results, perceived ease of use affects perceived usefulness, which thereby affects the usage intention of unmanned fashion stores through attitude. Moreover, the analysis of the extended technology acceptance model including the shopping value as the intrinsic motivation of the consumers showed that the hedonic shopping value had a significant effect on the perceived ease of use and perceived usefulness, and perceived usefulness influenced the usage intention of unmanned fashion stores through attitude.

• 한국의류산업학회지
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• 제24권6호
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• pp.707-718
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• 2022

The metaverse is emerging as the next digital environment for people not only to interact and collaborate with others, but also to have virtual consumption experiences. In this study, virtual fashion items for the consumer's digital self are deemed significant products with consumption value. Drawing from the regulatory focus theory, this study examines how consumers' promotion and prevention focus influence value perception and buying behaviors of virtual fashion items in the metaverse context. The data were collected through an online survey. A total of 546 consumers in their twenties who are aware of the metaverse responded to a self-administered questionnaire. The results showed that promotion focus influenced all the perceived consumption values of virtual fashion items such as the economic, visual authority, hedonic, and social value, whereas prevention focus influenced only the visual authority value. Visual authority value negatively affected both purchase intention and willingness to pay premium price, while others had a positive effect. The findings provide theoretical evidence that consumers' regulatory focus is critical in buying virtual fashion items and suggest that marketers devise effective strategies to stimulate consumers' regulatory focus and to emphasize the economic, hedonic, and social value of the items in the metaverse context.

• 통상정보연구
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• 제9권4호
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• pp.415-438
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• 2007

There has been a gradual increase in distribution of counterfeit products and resulting damage cases from companies and consumers. It examines which antecedent variables have significant effects on consumer perceived satisfaction or regret. To test the related hypotheses, such antecedent variables as the utilitarian value, the hedonic value, legal regulations, and ethical mentality of consumers were examined and also did whether these factors have differences between Korean and Chinese consumers. Findings from the empirical analysis are as follows. First, Korean and Chinese consumers' perceived utilitarian value and hedonic value in counterfeit products in contrast to original products are found to have a positive influence on consumer perceived satisfaction with counterfeits while they have a negative influence on consumer perceived regret with counterfeits. Second, in the case of Korean consumers, the hypothesis that legal regulations on counterfeit products will influence the degree of regret with counterfeit products has been rejected. And it is found that the more ethical Korean consumers are, the more regretful for their post purchase they feel. Third, in the case of Chinese consumers, the hypothesis that legal regulations and ethical on counterfeit products will influence the degree of regret with counterfeit products has been rejected. Therefore, it can be said that the results in this paper provide significant implications for government policy, legal regulation and enforcement, and some need for a change in consumer consciousness and attitude as well as for marketing strategies of Korean and Chinese famous brand manufacturing companies.