• Journal of Fashion Business
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• v.19 no.5
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• pp.77-92
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• 2015

The purpose of this study is to examine and compare effects of psychological factors on market mavenism and fashion leadership in order to determine the differences of two influential groups in the marketplace. The data were collected from 20's-50's consumers through an online survey institute and a total of 857 questionnaires were analyzed. Demographic variables (gender, age, and income level) were entered into the regression model 1 as independent variables, and 6 factors of consumer self-confidence, clothing involvement, status consumption, and price consciousness were entered into the regression model 2. In the regression model 1, gender (female) alone was significant in explaining market mavenism, while the income level had a positive relationship with fashion leadership. In the regression model 2, information acquisition, social outcome, persuasion knowledge among consumer self-confidence, and status consumption were significant predictors of market mavenism. On the other hand, personal outcome, social outcome, persuasion knowledge, clothing involvement, and status consumption had an effect on the fashion leadership. When comparing magnitudes of effects in predicting market mavenism and fashion leadership, social outcome and status consumption showed to have stronger impacts on fashion leadership than on market mavenism. Psychological factors showed to be more powerful in predicting market mavenism or fashion leadership, as compared to demographic variables.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.593-610
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• 2017

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: 'online relationship' and 'internet role.' Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

• International Journal of Costume and Fashion
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• v.14 no.2
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.904-915
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• 2009

This study compares fashion leaders and market mavens by examining the demographic characteristics of fashion leaders and market mavens and how they differ in their evaluation of store and shopping related attributes. Data originated from a national consumer mail survey in the United States. The survey included items measuring market mavenism, fashion leadership, store evaluative attributes, and personal information. Responses from 380 consumers were used for data analysis. Female consumers were found to be more active in word-of-mouth activities in general. Young consumers were more inclined to express fashion leadership while age was not related to market mavenism. A lower level of education increased tendencies for both market mavenism and fashion leadership. In terms of store evaluative criteria, the majority of items in the survey were more important as fashion leadership and market mavenism tendencies increased. Interestingly, the need for knowledgeable or helpful salespeople did not increase with fashion leadership tendencies. Also, fashion leaders were interested in easy return of merchandise and were likely to spend more time in the stores. This study sheds important light on how fashion leadership differ compared to market mavenism. By simultaneously examining fashion leadership and market mavenism using a strong sample base, this study provides sound evidence of how consumers interested in fashion may have differing needs for shopping.

• Journal of Fashion Business
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• v.21 no.2
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• pp.30-44
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• 2017

The purposes of this study were to (a) identify dimensions of relational benefits in the social commerce market, (b) predict the effects of relational benefits on satisfaction, repurchase intention, and word of mouth (WOM) intention, (c) examine the mediating effects of satisfaction, and (d) compare the differences in the effects of relational benefits on satisfaction, repurchase intention, and WOM intention between the two groups of market mavenism. For collecting data, a self-administered questionnaire was undertaken by an online research agency. A total of 490 usable responses were obtained from consumers who have used social commerce sites. The sample included a slightly higher number of females (50.8%) than males and age was ranged from 20 years to 40 years. An exploratory factor analysis generated four factors of relational benefits such as confidence, convenience, special treatment, and information. Multiple regression models showed that confidence, convenience, and special treatment benefits were significant predictors of satisfaction and repurchase intention; the confidence and convenience benefits were significant for WOM intention. Satisfaction significantly mediated the relationship between relational benefits and repurchase intention, and the relationship between relational benefits and WOM intention. The group with high level of market mavenism more highly perceived the relational benefits than the other groups. Confidence benefit had a significant effect on repurchase intention regardless of the level of market mavenism, while convenience benefit had a significant effect on repurchase intention in the non-market maven group. This study discussed the managerial implications for customer relationship management in the social commerce marketplace.

• The Journal of Information Systems
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• v.22 no.4
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• pp.85-115
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• 2013

Digital knowledge and information goods as experience goods have some unique characteristics such as close to zero reproduction and distribution cost, high price volatility, and low price acceptability. For the reasons, the pricing policies of digital knowledge goods are very difficult and complicate. Also, most consumers of digital goods have experienced cognitive dissonance after buying decision. The purpose of this paper is to investigate what factors affect the price acceptability level and cognitive dissonance of digital knowledge goods buyers. This paper suggest a structural model that was established by the cognitive dissonance theory and S-O-R(Stimulus-Organization-Response) model. The model is consisted of four exogenous variables and three endogenous variables. The empirical test and statistical analysis suggest following results and practical implications. The variables such as product involvement and perception of price fairness that have positive roles to price acceptability have strong influence on the all the three endogenous variables. But the variables such as sale proneness and price mavenism that have negative roles to price acceptability have little influence on the all the three endogenous variables. In the model, the payment intention was very important mediating variable between exogenous variables and two dependent variables, ie. price acceptability and cognitive dissonance. These results imply that the digital knowledge portals must have some differentiated pricing policies to the customers who have price consciousness and price mavenism. Also, they need some special promotions to whom have positive attitude to the value of digital goods.

• Management & Information Systems Review
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• v.36 no.1
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• pp.95-114
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• 2017

The purpose of this study is to search information attributes suitable for SNS and to identify the influence of individuals or groups who contribute to the creation and diffusion of information in the SNS. The researchers extracted the accuracy, two-sided information, novelty, diversity, and experiential factors that influence the acceptance and diffusion of information in the SNS, and identified the relationships among the variables, the usefulness of information and the degree of information diffusion intention. And researchers studied market maven who play the key role in creating and diffusing SNS information. A total of 600 questionnaires were collected and 549 questionnaires were used to test the research hypothesis. The results of the study are as follows. Consumers considered information, which had accuracy, two-sided, and experiential attributes, as useful. But novelty or diversity information were regarded as unuseful because of motive to avoid ambiguity. In the Market Maven Group who have the ability to acquire and edit SNS information, however, there were weak or negative causality between experience and accuracy and information usability factors. but positive causality between novelty and diversity factors of information and usability.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.8
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.6
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• pp.877-888
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• 2002

Price is a product attribute, which is determined by the function of the producing cost and profit. It is also identified as one of the most important components of the marketing mix. For consumers, price is an always-existing cue, definite evaluation criteria, and easily accessible information in the purchasing process. Considering the concept of the clothing-price in a comprehensive perspective encompassing economic, psychological and marketing perspectives, a theoretical model was developed. The model includes souses and dimensions of price perception and related behaviors. Souses of price perception were: the actual retail price at selling point, the internal reference price and external reference price. The dimensions of price perception included sacrifice perception, economic value perception, inference, savings perception and price as information perception. Clothing price related behaviors that flowed these dimensions were: low price consciousness, value for money consciousness, price-quality inference, price-prestige inference, sale proneness and price mavenism. An empirical study was conducted to validate the theoretical model. A questionnaire was developed and data were collected from 680 adult women living in Seoul, Korea. Confirmatory factor analysis as well as exploratory factor analysis results showed that theorized price related behaviors were successful classifications.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.3
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• pp.417-427
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• 1998

Price, one of the marketing 4p's, is a key decision variable affecting market share and the profitability of individual products. For consumers, since price is almost always known to and can be compared, it is one of the most important criteria when they make a purchase decision making. With the consumers' increasing consciousness for price due to economic recession, and the saturation of domestic apparel market, it is expected that the effect of price on consumers' decision making would be greater than ever. This study, the first in two part series, focuses on testing the validity of dimensions of clothing price using Lichtenstein et. at. (1993)'s suggestion. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were 264 college students living in Seoul, Korea. The data were collected by self -administered questionnaires and analyzed by t-test, ANOVA, regression analysis and Lisrel confirmatory factor analysis. The result supported Lichtenstein et. al. (1993)'s suggestion. That is, consumers' perception of clothing price is not mini-dimensional, but has six dimensions: sale proneness, price mavenism, value consciousness, price consciousness, price -quality schema and prestige sensitivity. Demographic variables partially effect on the consumers' perception of each clothing price dimension. The level of monthly pocket money, however, has influence on all price dimensions. Based on these results, marketing implications for apparel manufacturers were suggested.