• Journal of the Korea Fashion and Costume Design Association
• /
• v.17 no.2
• /
• pp.173-184
• /
• 2015

This study examined the impacts of the cultural proximity of Chinese consumers on the image of both country and product, and investigated how they are related to purchase intention of Korea fashion. Subjects were Chinese female consumers in their 20s and 30s, living in Yangtze River delta and Seoul. The results of the study were as follows: 1) The cultural proximity had a significant influence on the country image and fashion product image. Chinese consumers with more emotional proximity had more positive attitude towards country image, such as politics, economics, technology, cultures and people image. And consumers who had higher interest in Korea and Korean culture evaluated the quality, design, value and reputation of Korean fashion more positively. 2) Chinese consumers with positive attitude towards people, technology and culture image seemed to prefer fashion product. Specifically, the dimensions of country image had a different influence on the fashion product image such as product quality, design, value, reputation. 3) The Korea country image and fashion product image had also affected on purchase intention of Korean fashion products. Consumers with positive attitude towards people and technology image had higher purchase intention of Korea fashion products. And consumers with positive attitude towards reputation, value and design of fashion products had higher purchase intention of fashion products.

• The Journal of the Korea Contents Association
• /
• v.21 no.1
• /
• pp.66-74
• /
• 2021

As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..

• Journal of Information Technology Services
• /
• v.12 no.4
• /
• pp.337-347
• /
• 2013

The mobile market in South Korea is about 4trillion and the social commerce market is also growing. Social commerce market was started from small venture company and in nowadays, its status is getting higher enough to compete with such as Gmarket and 11st. As social commerce market is rapidly growing, the interest of consumer is getting higher and we need to research about how consumers to recognize and make a purchase. For the research, I set hypothesis about consumer's recognition about social commerce, shopping experience, purchasing disposition, a trust influence on purchase attitude and we analyzed through actual investigation. I did a survey for male and female in 20s. An analysis result showed that the recognition about social commerce, shopping experience, purchasing disposition and a trust can affect on purchasing satisfaction. The most popular category in social commerce market was restaurant and fashion and I also found that consumers visit social commerce market in case of need rather than regular visits. I expect a rapid growth of social commerce market as an advance of smartphones. I hope this research could help for to establish marketing strategy by understanding characteristics of social commerce market and consumer proneness.

• Journal of the Korean Home Economics Association
• /
• v.33 no.4
• /
• pp.279-288
• /
• 1995

The purpose of this study was to compare clothing attitude and clothing purchase behavior of two age groups of adult men,- college students and middle aged. Four aspects of clothing attitude (fashion interest, status symbol, conformity, practicality/comfort) were assessed with 20 Likert type questionnaires adapted from the previous researches. Four aspects of purchase behavior(information sources used, store patronage, importance of store attributes, clothing selection creteria for occasions) were measured with forced choice questionnaire developed or adapted from previous researches. The questionnaire were administrated to 512 male college students and middle aged men. The data were analysed using frequency, percentage, and t-test. The major findings drawn from this study were as follows : 1. Clothing comfort among four aspects of clothing attitude according to the age group was that middle-aged men showed higher conformity than college students. 2. For the information source for apparel purchase, college students used consumer dominated information source while middle-aged men used market dominated information source. 3. For apparel purchase, students preferred brand franchise store, and factory outlet/off-price store, while middle-aged preferred department store and custom-made. Among six store attributes, convenience and price were the most important attributes to the students, while convenience and high quality to the middle aged. 4. The most important clothing selection creteria for formal occasion (job interview, wedding ceremony) was dignity. Comfort/practicality were important creteria for both of leisure occasion and daily attendance (office, school).

• Fashion & Textile Research Journal
• /
• v.11 no.5
• /
• pp.720-731
• /
• 2009

The current study investigates the customer's perceived interactivity, perceived trust, and flow of the Internet shopping-mall. The TAM(Technology Acceptance Model) was applied to see the effect on the individual's attitude toward the shopping-mall via purchase intention. To fulfill the study objectives, a total of 806 questionnaires were distributed to the customers with first-hand experience with fashion merchandise in Internet shopping-mall. The judgement sampling method was employed on sample population ages from 20's to 40's over one month period. The result showed the following. First, the perceived interactivity had an effect on perceived trust, usefulness, Flow in all shopping mall types. but there was no effect in the relationship between the two-way Interactivity and the perceived usefulness in the Specialty Internet Shopping-mall model. Second, perceived trust and Flow had an effect on perceived usefulness in all shopping mall types. Third, perceived trust, usefulness and Flow had an effect on the attitude toward shopping-mall in all shopping mall types. Forth, perceived trust, usefulness, Flow and attitude toward shopping-mall had an effect on purchase intention of fashion merchandise in all shopping mall types.

• Asian Journal of Business Environment
• /
• v.13 no.1
• /
• pp.9-19
• /
• 2023

Purpose: The purpose of this research paper is to explore what factors that affect customer purchase decisions in the online environment, particularly after the COVID-19 pandemic in the case of Vietnamese customers. Research Design, Data and Methodology: To clarify which factor has the most significant impacts on online purchasing decision-making process, this study proposed a research model including factors such as customer trust, proposensity to trust, system assurance, the quality of website design, attitude, and customer satisfaction. This study collected the data via online survey. Data analysis was conducted by AMOS 25.0 using the Structural Equation Modeling (SEM) method. Result: The results of this study shows that the purchase decisions were positively affected by customers' attitude, satisfaction, trust, and the quality of websites design. Additionally, factors such as perceived size and reputation and system assurance, have impacts on buyers' trust, while the propensity to trust has no significant impact. Conclusion: This study provides managerial implications. The results provide which factors should be improved to foster trust, attitude, customer satisfaction, and purchase decision in the online environment. The results also provide managerial implication on marketing strategies how to enhance better relationships with customers and to consider environmental issues in the era of post COVID-19.

• Journal of Information Technology Applications and Management
• /
• v.27 no.1
• /
• pp.173-186
• /
• 2020

This study examines the effect of congruity between product and TV reality show on purchase intention of Chinese consumers. A total of 110 respondents from Chinese consumers were collected using online surveys. The results were analyzed by SPSS 22.0. Multiple Linear Regression and process analysis were used to test the hypotheses. This article found that congruity between product and TV reality show, attitude toward product placement and recall of product affected consumers' purchase intention. In addition, the frequency of consumer watching TV reality show and familiarity of product moderated the attitude toward product placement and recall of product. This study provides useful implications for sponsors to select product placement as one of their marketing promotion tool.

• Journal of the Korean Society of Costume
• /
• v.52 no.4
• /
• pp.141-154
• /
• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Asia Marketing Journal
• /
• v.26 no.2
• /
• pp.90-103
• /
• 2024

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where online shopping is most prevalent. Both theoretical and practical implications are discussed.

• Journal of Distribution Research
• /
• v.12 no.2
• /
• pp.1-22
• /
• 2007

The primary purpose of this research is to develop and test a model that explains the process of how In-store experiences (physical environmental quality, personal interaction, product experience) through perceived risks and brand attitude influence purchase intention. Perceived risks and brand attitude are proposed as mediators that make a significant impact on purchase intention. Through structural equation modeling using 235 consumers who visited the experience store in IT Industry, we find that In-store experiences influence perceived risks, brand attitude and then enhance purchase intention. Thus, IT companies should make every effort to create In-store value for visited consumers. Based on these results, managerial implications for experience store operation and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.