• 복식문화연구
• /
• 제32권2호
• /
• pp.148-163
• /
• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• The Journal of Asian Finance, Economics and Business
• /
• 제9권1호
• /
• pp.333-343
• /
• 2022

Humans are facing many environmental challenges. Climate change, water pollution, global warming, and hazardous waste disposal are all issues that many countries throughout the world are dealing with. People's psychology and consumer behavior are significantly affected by these challenges, particularly generation Z, which is immediately affected by environmental changes. Young people have a strong sense of curiosity and have access to readily updated knowledge. Today's youth, in particular, live a civilized and responsible lifestyle. As a result, people recognize the significance of their own consumption behavior in affecting environmental change and are increasingly replacing them with green, ecologically friendly products as a fantastic method to mitigate their harmful consequences. In this research, there are four factors related to the young generation and environmental awareness that affect green consumption intention: perceived environmental responsibility, green knowledge, green attitude, and green product value. The goal of this study is to look into how detrimental environmental changes affect Generation Z's green consumption habits. This study used primary data from over 1000 people in the age group, which was processed using the AMOS 20 software. All the characteristics described above had an impact on Generation Z's green consumption intentions, according to the findings.

• 복식문화연구
• /
• 제26권6호
• /
• pp.899-918
• /
• 2018

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

• 패션비즈니스
• /
• 제25권2호
• /
• pp.18-33
• /
• 2021

This study sought to understand the clothing consumption values of male consumers and analyze the attributes of online fashion multi-brand stores. The study examined the effect of clothing consumption values of male consumers on the perceived attributes of online fashion multi-brand stores and use intention. The study also aimed to investigate whether online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and use intention. An online survey of male consumers in their 20s and 30s was conducted, and a total of 338 responses were analyzed. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, regression analysis, and stepwise-regression analysis. The results are as follows. First, fashionableness out of the four attributes of online fashion multi-brand stores (fashionableness, entertainment, variety, and scarcity) influenced the practical and conspicuous values of clothing consumption values. Entertainment had a significant effect on all clothing consumption values. Variety had a significant impact on practical and conspicuous values and the scarcity factor influenced epistemic and conspicuous values. Second, while entertainment, variety, and scarcity influenced sharing intention, fashion, entertainment, and variety influenced purchase intention. Third, online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and sharing intention but not purchase intention.

• 한국프랜차이즈경영연구
• /
• 제14권4호
• /
• pp.17-33
• /
• 2023

Purpose: This study divides choice attributes that can help strengthen the competitiveness of traditional markets into product, price, personnel, and physical evidence. This study also examines which choice attributes affect customer value perception, satisfaction, and loyalty. Research design, data, and methodology: The data were collected from 542 traditional customers aged 20 or older who frequently visit traditional markets across the country and analyzed using the Smart PLS 4.0 program. The survey was conducted with the help of an online survey company for a total of 14 days from April 7, 2023 to April 20, 2023. Result: First, product, price, and employee quality have a positive impact on utilitarian and hedonic value, but physical evidence does not. Second, product, price, and employee quality have a positive impact on hedonic and hedonic value. Second, utilitarian value has a positive impact on satisfaction and revisit intention. Third, hedonic value has a positive impact on satisfaction, but does not on revisit intention. Lastly, satisfaction has a positive impact on revisit intention. Conclusions: Based on the S-O-R model and the theory of consumption value, this study proposed and examined an integrated framework in which satisfaction leads to revisit intention through selection attributes acting on perceived value.

• 유통과학연구
• /
• 제12권4호
• /
• pp.73-83
• /
• 2014

Purpose - This study aims to classify and extend the consumer value of movie theaters into various values such as functional value, emotional value, social value, epistemic value, and conditional value based on the theory of consumption value by Sheth, Newman and Gross (1991). It also aims to verify the path structure of consumption value→customer satisfaction→behavior intention of movie theaters to confirm its generalization. Research design, data, and methodology - This study was conducted by collecting data on Kimpo university students from various areas in Incheon, Northern Seoul, Ilsan, Kyonggi Province, and Kimpo City. The survey was conducted by distributing 280 survey papers from Oct. 5 to 15, 2013 and collecting 238 of them. The final analysis used 208 questionnaires, after excluding 30 invalid responses. The statistical analysis of this study used the SPSS 19.0 statistics package. Results - The results of the survey are as follows: First, consumption values of movie theaters are classified into the following five groups: functional value, emotional value, social value, epistemic value, and conditional value. This study verified that consumption values play a role as a previous variable of customer satisfaction. Second, functional value, emotional value, and epistemic value have positive effects on customer satisfaction. On the other hand, social value and conditional value do not affect customer satisfaction. Finally, customer satisfaction has a positive impact on behavior intention. Theater users have an intention to re-use or recommend the movie theater they used when they are satisfied with a movie theater's physical environment and services. Conclusions - This study can provide academic and practical implications as follows based on the results mentioned above. First, academic implications can be found in that consumption values of movie theater users are classified into five values based on the theory of consumption value by Sheth et al. (1991). In the previous study, the service quality of a movie theater was studied based on the service quality of service encounters and a physical environment→customer satisfaction→behavior intention path structure. However, this study was verified by a consumption value→customer satisfaction→behavior intention path structure to classify consumption value, but not service quality or perceived value of quality, to confirm this generalization. Second, practical implications can be found in that the relative impact of consumption value of movie theaters on consumer satisfaction showed that functional value was followed by epistemic value and emotional value. In the previous study on movie theaters, previous variables of customer satisfaction were separated only by functional service quality including service encounters and physical environment; in some other studies, quality of service encounter had a direct effect on customer satisfaction. Accordingly, a marketing manager of a movie theater should develop various differentiated services by reflecting not only functional value such as service encounters and physical environment but also epistemic value and emotional value.

• 유통과학연구
• /
• 제11권2호
• /
• pp.35-44
• /
• 2013

Purpose - Until recently, studies on customer values for restaurants recognized two path structures; the SERVQUAL model, that is, service quality? perceived value? customer satisfaction? behavioral intention, and the customer value? customer satisfaction? behavioral intention path that categorizes customer values into functional value and hedonic value. This study, instead, classifies the consumption values of fast-food restaurants based on the consumption value system provided by Sheth, Newman and Gross (1991) and illustrates the new path structure, consumption value? customer satisfaction? behavioral intention, targeting college students for a generalization of the consumption value system of fast-food restaurants. Research design, data, and methodology - This study establishes five hypotheses based on the relationship between each type of consumption value (functional, emotional, social, and epistemic) and customer satisfaction, and the relationship between customer satisfaction and behavioral intention. For this analysis, data was collected by conducting a pre-test and administering a survey to 213 college students who are regular customers at fast-food restaurants in Seoul, Korea. The data collected was then analyzed using SPSS 15.0 and AMOS 6.0 statistical packages. Results - The study showed that: First, the consumption values of fast-food restaurants are classified into the following four categories: functional value, emotional value, social value, and epistemic value while consumption value can be applied to customer value of fast-food restaurants. Second, the functional and epistemic values had a positive impact on customer satisfaction. The resulting satisfaction is attributed to the intrinsic characteristics of fast-food restaurants like the consistent quality of food, reasonable prices, fast service, and unique or new experiences on every visit. On the other hand, emotional and social values did not affect customer satisfaction. The results on emotional value differed from the general studies on restaurants while the results obtained for social value were not consistent with the studies on high-end restaurants. Third, customer satisfaction had a positive impact on behavioral intention. The survey showed that college students reflected behavioral intention - repurchase intention and word-of-mouth - if they were satisfied with the food quality and employee services provided. Simultaneously, it was seen that the impact of functional value on customer satisfaction of fast food restaurant goers was more than that of epistemic value. Conclusions - The consumption values of fast-food restaurant users could be classified into four categories, functional, emotional, social and epistemic values, based on the consumption value system provided by Sheth, Newman and Gross (1991). It proved that the customer values of restaurant goers can be extended to the path structure of consumption value? customer satisfaction? behavioral intention to confirm its generalization. The study also showed that marketing managers need to focus more on the factors that influence functional value as the fast-food restaurant users consider timely services with the consistent quality of food at a reasonable price and at a convenient place more important than the new experiences or uniqueness.

• 유통과학연구
• /
• 제10권12호
• /
• pp.25-34
• /
• 2012

Purpose - This study examines college students' perceived choice attributes in traditional markets and the relationship quality. We study the relationships between attributes that common people look for while choosing a store (e.g., product, service, advertising, and atmosphere), consumption emotion, consumer's value, and relationship quality. Research design, data, methodology - In order to verify the relationship between choice attributes and relationship quality, and moderating (i.e., consumption emotion) and mediating effects (i.e., customer value), we collected data from 202 consumers in Gyeonggi province to test the theoretical model and its hypotheses. For this purpose, this study, utilized an empirical methodology. Results - First, contrary to the previous research findings involving college students, this study observed that four factors of store choice attributes at a traditional market were important to consumers in heightening the relationship quality. Specifically, product (β = .608, p < .01), service (β = .351, p < .01), advertising (β = .237, p < .01), and atmosphere (β = .425, p < .01) are significantly related to relationship quality. Second, consumers selected product (β =. 521, p < .01) as the most important attribute. Atmosphere (β = .254, p < .01) and service division (β = .148, p < .05), in this order, are the other important factors in this regard. However, advertising (β = -.112, p = .100) is not statistically significant. To improve and develop the relationship quality with consumers, traditional markets should ensure supply of suitable products and goods, improve store atmosphere by modernizing facilities, and educate merchants to improve their services. Third, the results of the moderating effects, although marginally statistically significant, suggest that for the consumers with low consumption emotion for traditional markets, an affirmative experience of products and store atmosphere heightens their values. In addition, the consumers having low consumption emotion who could promote consumer values were found to improve and develop a marginally significant relationship quality. Finally, the study revealed that the consumer's value exhibited a complete mediation effect in the relationships between service and relationship quality, and advertising and relationship quality and a partial mediation effect in the relationships between product and relationship quality, and atmosphere and relationship quality. Conclusions - Consumer satisfaction is important to increase the competitiveness of traditional markets, and products and store atmosphere are important attributes to increase the relationship quality. Specifically, merchants should supply different products, modernize their facilities, and improve store atmosphere to compete in traditional markets. In addition, traditional markets should provide value and competitive prices to attract consumers, and should maximize the consumer's value and promote the consumption emotion. Traditional markets should evolve to accommodate changes in the consumer's value and invest in not only functional elements but also symbolic elements.

• 대한지역사회영양학회지
• /
• 제27권4호
• /
• pp.309-320
• /
• 2022

Objectives: This study aimed to analyze the consumption values of fast foods among American consumers and compare the consumption values according to the levels of health consciousness. Methods: An online survey using a self-administered questionnaire was conducted on 351 American consumers. Based on the median health consciousness score (3.83 out of 5 points), the subjects were classified into the low health-conscious group (Low group) and the high health-conscious group (High group). Factor analysis was used to extract factors for the five consumption values (functional, social, emotional, conditional, and epistemic values). The differences in the consumption values between the two groups were analyzed. Results: A total of 14 factors were extracted for the five consumption values and 9 factors among them (convenience, healthiness, and taste in functional values; health-conscious people, young, busy, obese people, low class, and budget restricted people in social values; guilt in emotional values; accidental situations in conditional values) showed significant differences between the two groups. The Low group had a higher perception of the factor of healthiness (P < 0.001) than the High group. The High group had a relatively higher perception of the factors of convenience (P < 0.001), taste (P < 0.001), and guilt (P < 0.001). In addition, the High group perceived the social values of fast foods more negatively. The High group consumed fast foods less frequently than the Low group and perceived their health status and healthiness of eating habits more positively. Conclusions: The results reveal that the health consciousness level significantly influences consumption value perceptions about fast foods in American consumers. Policymakers and marketers can develop effective strategies based on the results of this study.

• 한국산학기술학회논문지
• /
• 제16권9호
• /
• pp.5989-5997
• /
• 2015

본 연구의 목적은 브랜드에 대한 소비자의 지각된 소비가치 요인을 도출하고, 이러한 소비가치의 요인이 브랜드 동일시와 브랜드에 대한 소비자의 감정몰입과 행동몰입에 미치는 영향을 확인하였다. 이를 위해 브랜드에 대한 지각된 소비가치를 기능적, 심리적, 개성추구적 가치의 세 가지 개념으로 정의하였고, 이들 가치가 브랜드 동일시에 영향을 미치는지 그것은 다시 브랜드에 대한 감정몰입 및 행동몰입에 그리고 감정몰입은 행동몰입에 서로 미치는 효과를 검증해 보았으며, 소비가치의 구성 요소들이 브랜드 동일시에 미치는 상대적 영향력의 크기도 검증해 보았다. 이를 위해 브랜드 제품사용 경험이 있는 대학생을 대상으로 설문조사를 실시하였으며, 총210부의 설문지를 이용한 구조방정식모델 분석을 통해 변수 간의 관계를 분석하였다. 분석결과, 첫째, 심리적 가치와 개성추구적 소비가치는 브랜드 동일시에 유의한 영향을 미치는 것으로 나타났으나, 기능적 소비가치는 유의하지 않는 것으로 나타났다. 둘째, 브랜드 동일시는 브랜드에 대한 감정몰입 및 행동몰입에 영향을 미치는 것으로 나타났다. 셋째, 감정몰입은 행동몰입에 영향을 미치지 않는 것으로 나타났다. 넷째, 브랜드 동일시에 대한 소비가치의 상대적 영향력은 심리적 가치가 개성추구적 가치보다 크게 나타났다. 결론에는 연구결과 요약과 시사점, 그리고 연구의 한계점 및 향후 연구에 대한 제언하였다.