• Journal of Digital Convergence
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• v.14 no.10
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• pp.241-252
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• 2016

The purpose of this study is to explain the word-of-mouth communication that evolve differently from traditional marketing communications using existing mass media in an environment of the flooding of new products. In particular, people use digital devices as internet users and various communication is activated in blogs and communities. It is expanding that companies use market maven as a facilitator of communication. The role of Market maven due to the spread of the Internet seems to be more meaningful for marketing activities. Market maven is a look at how it should study moderate effect on word of mouth of new products. Empirical results show that perceived curiosity and perceived innovativeness of new product has a positive impact on the word of mouth of new product, and was confirmed in a moderate effect of market maven.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.49-69
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• 2005

This study is to investigate causal relationship among store image, private brand image and purchase intentions through comparing national distributors with local distributors in Pusan city. More specifically, the objective of this study can be explained as follows; First, what store image have an effect on private brand image. Second, individual store image and their private brand image have different effects. Last, store image and private brand image influence purchase intention of private brands. The results of this study suggests a positive relationship between consumers' perceptions of individual private brands and their associated store image dimensions and purchase intentions toward private brands. A key implication of this research suggests it is desirable for retailers to build up a positive consumer's perceptions of private brand by improving store image. Especially, it is suggested that through the development of specific features of store images, retailers are to manage private brands.

• Information Systems Review
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• v.7 no.2
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• pp.61-84
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• 2005

Previous studies indicate that information and communication technology (ICT) adoption is affected by innovation influence such as usefulness, ease of use and self-efficacy. Most of these studies, how-ever, bypassed imitation influence such as subjective norms, word-of-mouth, and advertising, specifically, interactive innovation having critical mass in technology acceptance research. Thus, this study focuses to investigate imitation influence in individual adoption of mobile communication technology. The purpose of this study is to empirically examine the causal relationships between initial acceptance and the intention to use in terms of a holistic approach. The results of this study show that there is an imitation influence including word-of-mouth and subjective norms, from the prior adopters to potential adopters, and mass advertising through TV or news-paper commercials in the ICT diffusion process. In addition, this imitation influence also stimulates innovation influence such as perceived usefulness. Finally, this study provides a set of guidelines to mobile communication equipment manufacturers and ICT vendors in developing effective strategies for technology diffusion.

• Journal of the Korea Convergence Society
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• v.6 no.4
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• pp.205-212
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• 2015

This paper aims to investigate key factors affecting customer adoption of the online review from the three perspectives such as customer review characteristics, reviewer characteristics, and customer characteristics. We collected data on customers who have experience in purchasing products in Taobao. The major findings are as follows. First, the customer review amount and vividness are not directly related to customer adoption of the online review. Second, the trust of reviewer and perceived similarity have positive effects on customer adoption of the online review. Third, the prior knowledge and product involvement increase customer adoption of the online review. Finally, customers' purchase intention is greatly determined by customer adoption of the online review. This paper presents the importance of the management of customer reviews and management method for the stakeholders of shopping mall to advancing Chinese market.

• Journal of the Korean Society of Costume
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• v.56 no.4 s.103
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• pp.33-47
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• 2006

In 21 century, the ubiquitous environment is advanced fast through the so-called digital convergence. This research experts what is the next generation of traditional fashion product purchase behaviors. The purpose of this study is to analyze the fashion product purchase decision making in the development stages of ubiquitous environment. The quantitative Investigation was executed for 487 collegians and the data were analyzed with Frequency, percentage, ANOVA, Duncan test and multiple regression by using SPSS win version 10 package. The results of this research were as followed: First, in the 1st stages of ubiquitous developmental environment, using internet pc or mobile phone was analyze the difference between fashion shopping orientation group and purchase restricted factor Second, as a result of the factor analysis of the ubiquitous 2nd stages, four lower dimensions were made: giving information; wearable effect, buying facility; interest from purchase. as a result of ANOVA, there were any differences between fashion shopping orientation group and ubiquitous 2nd stages. Third, in the 3rd stages of ubiquitous developmental environment, there are differences between fashion shopping orientation group and ubiquitous 3rd stages. And the result from regression analysis of the ubiquitous 2nd stages and 3rd stages showed that buying facility factor in increasing need recognition, wearable effect factor in fashion information acquisition, giving information factor in have a intention to buy in ubiquitous #3 rendition are most influential.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.75-85
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• 2018

The purpose of this study was to analyze the college students' acceptance of PatentNOW, which was developed for effective proceeding of patent application education program. Results of this research as follow. First, perceived ease of use positively influenced perceived usefulness. Second, perceived usefulness and perceived ease of use positively influenced attitude toward using and attitude toward using also positively influenced behavioral intention to use. Third, the level of prior knowledge about the patent system and experience of patent application possessed by the users of PatentNOW had a negative effect on the relationship between perceived ease of use and attitude toward using. These results suggested that the teaching method of utilizing PatentNOW should be differentiated according to the level of prior knowledge of the students in order to improve the quality of patent application education.

• Journal of the Korean Society of Costume
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• v.37
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• pp.211-230
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• 1998

Advertisements provide consumers with in-formation and knowledge about products and help a society to sustain homogeneity by actively reflecting important characteristics of mass culture. Yet this reflection is a selective and purposeful representation by the party of the fashion manufactures and carries the intention of stimulating and augmenting desire for commodities aiming to perpetuate capitalism. This study understood this selective reflection of mass culture by advertisements as a feature of hegemonic struggle between/fashion business and consumers and defined the values selected by advertisements as ideologies supporting the consumption ideology of capitalism. The purpose of this study was to examine the contents of the ideologies expressed in the clothing advertisements in women's magazines to persuade consumers into consumption. The method of study was mainly qualitative with subsidiary citations from the results of content analysis. The objects of analysis were clothing advertisements in 1996 issues of CeCi and Woman Sense, which were identified as the two most popular women's monthly magazines. The ideologies identified were ideologies concerning (1) Self Identity, (2) Sensibility, (3) Sex Role, (4) Globalism, (5) Youth, (6) Leas-ure and Pleasure. Repeated and insisted as natural and true, there values were proposed to be believed as common senses and studies re-port that values of advertisements are ac-cepted as more readily as they are more unreasonable, and the acts and behaviors expres-sed within advertisements are often imitated in real life situations. Therefore, it is highly probable that these values emphasized within advertisements are enacted in thoughts and behaviors of consumers' real life. Accordingly the author suggests that critical interpretation of advertisements is seriously required to fully understand the commodity ridden post industrial society of today and to lead a subjective life within it.

• Journal of the Korea Convergence Society
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• v.9 no.9
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• pp.371-378
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• 2018

The purpose of this study is to classify the customers according to the characteristics of the relational benefits and to compare the performances of the sub-groups. As a result of the research, the group type according to the relational benefits was subdivided into 3 groups, and each group was named emotional relational group, continuous relational group and intermittent relational group considering customer characteristics. First, the emotional relational group is the group that emphasizes the empathy and assurance between the service provider and the customer, and the continuous relational group is the group with the highest social, confidence and economic benefits. The intermittent relational group was simply a transaction-oriented group. This implies that a differentiated customer management strategy is needed for each relational benefit group based on customer experience in medical services.

• Fashion & Textile Research Journal
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• v.16 no.5
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• pp.756-765
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• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• Journal of Digital Convergence
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• v.15 no.3
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• pp.319-333
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• 2017

This study is aimed at investigating the factors that influence the profits of Internet personal broadcasting to improve unstable benefit structure. 50 viewers of game broadcasting that includes most of internet personal broadcasting's personalities are surveyed, who are watching the broadcasting everyday more than an hour and backing to a broadcast conductor. For investigating Benefit Structure Analysis of Internet Personal Broadcasting, independent variables are composed of Social viewing experience, Parasocial relationship, and Information seeking motive and mediator is composed of viewing satisfaction that influences dependent variable, purchase intention. As a result the study founds that only two independent variables(Parasocial relationship, Information seeking motive) affect to mediator and viewing satisfaction affected to dependent variable.