• Korean Journal of Organic Agriculture
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• v.30 no.2
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• pp.171-189
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• 2022

This study analyzed the effect of purchase competence on purchasing performance when purchasing eco-friendly food ingredients from school nutrition teachers. To this end, 131 copies surveyed for school nutrition teachers in the survey area were used for analysis. As a result of the analysis, the verification of the difference between purchase competence and purchase performance according to the general characteristics of school nutrition teachers showed significant differences according to age. In addition, the general characteristics of nutrition teachers and the effect of purchase competence on purchasing performance had a positive (+) effect on purchasing performance by Attitude, Knowledge, and communication among purchase competence. In this respect, it is judged that it is necessary to form an organic relationship between the supplier of eco-friendly food ingredients and nutrition teachers in school meals.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.5
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• pp.634-648
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• 2019

Self-service technologies (SST) are rapidly changing the way customers participate in the purchasing process. Academic literature has focused on the acceptance of SSTs. However, this study explored consumer's cognitive response and purchase intentions through service qualities of SST as well as how they are moderated by technology anxiety and other people's presence based on TAM3. An online survey collected 279 consumer panels. All responses were used for the analysis and analyzed statistically through SPSS 23.0. The results indicate that only enjoyment and control had a significant effect on warmth perception; however, all service qualities had significant effects on competence perception. The perceived warmth and perceived competence partially mediated the relationship between SST service qualities and purchase intention. The moderating effect of technical anxiety was shown to be significant in the relationship between perceived competence and purchase intention. In addition, technology anxiety had a moderating effect on the relationship between competence perception and purchase intention only in a public situation.

• Korean Journal of Human Ecology
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• v.6 no.1
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• pp.1-13
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• 2003

This study attempts to investigate attitude toward internet shopping. internet purchase behavior. and purchase satisfaction of college student consumers. The data used for this study were collected from 361 college students who is living the southern part of Korea. and purchased goods and services on the internet at least one time during the previous 12 months. in Autumn, 2001. Data analysis were carried out using SAS package. Statistics used for data analysis were Cronbach'$\alpha$, Pearson's correlation analysis, and multiple regression. The results were summarized as follows : First, college student consumers in general are favorable to the internet shopping. The variable that has significant influence on the attitude toward the internet shopping was the web searching competence. Second, the variables that have significant influence on the internet purchases were the number of site visits, internet using time, credit card possession. personal income, and web searching competence. Third, the variables that have significant influence on the amount of internet purchases were personal income, internet using time, number of site visits. and credit card possession. Fourth, the variables that have significant influence on the satisfaction with internet shopping were internet shopping attitude and web searching competence.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.4
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• pp.540-553
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• 2013

This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.208-221
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• 2012

The purpose of this study is to identify the effects of sportswear brands' country-of-origin on purchase intention (PI) in terms of brand personality as perceived by Chinese university students. Chinese students preferred to shop for sportswear at specialty stores, liked Nike and Adidas most, design was the most important factor when selecting, selected their sportswear themselves, and gathered information from TV ads. With regard to perceptions of brands country-of-origin, America was perceived as a developed country, influential to the world, but as having a bad relationship with China. Germany was perceived as a developed country and as having a well-developed civic culture, good people image, high technology, high influence on the world, and a good relationship with China. Italy was perceived as a developed country with the highest civic culture. China was perceived as a developing country, as having a good people image, and low technology and low influence on the world. Japan was perceived as a developed country with high technology. Factors of brand personality were sincerity, competence & sophistication, and excitement. Nike was perceived as having high competence & sophistication and excitement, Adidas as having high competence & sophistication and excitement, Lining as having high sincerity, and Mizuno's brand personality was very low. People image, competence & sophistication and excitement became higher, PI of Adidas increased. If people image, competence & sophistication and excitement became higher, PI of Kappa increased. If a country was developed and competence & sophistication and excitement became higher, PI of Lining increased. If civic culture, people image, technology, competence & sophistication and excitement became higher, PI of Mizuno increased.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.56-72
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• 2021

This study examines the effect of influencer characteristics (attractiveness, reliability, expertise, and intimacy) and consumer need satisfaction (autonomy, relatedness, and competence) on attachment to influencer, content flow, and purchase intention. The moderating effect of gender was also investigated. Survey data collected from 515 male and female Instagram users were submitted for analysis. The research findings are as follows. First, the reliability and intimacy of influencers had a positive effect on attachment to influencers whereas attractiveness and intimacy had positive effects on content flow. Second, the relatedness and competence that consumers felt during the use of influencer content had a positive effect on attachment to influencers whereas the autonomy had a positive effect on content flow. Third, the attachment to influencers increased the intention to purchase products introduced by influencers via content flow. Fourth, there were some gender differences in the relationships of attachment to influencer, content flow, and purchase intention. Implications were suggested based on the results.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.1
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• pp.409-422
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• 2022

The purpose of this paper is to explore how the country-of-origin image mediates the effect of national stereotypes along two dimensions of perceived competence and warmth, on consumers' consumption behaviors, especially in today's environment, the capricious COVID-19 and the deepening and expanding "The Belt and Road" initiative. Research design, data, and methodology: After collecting 1500 primary data from twelve countries along the 21^st - Century Maritime Silk Road, this paper conducts ANOVA and SEM in SPSS25.0 and AMOS 24.0 separately to analyze measurements, structural models, and hypotheses via using 1277 final samples. The mediation results illustrate the asymmetric dominance of the two dimensions of national stereotypes, indicating that the country-of-origin image shows the complementary mediation in the effect of perceived competence on purchase intention; whereas, the country-of-origin image holds the indirect-only mediation in the impact of perceived warmth on purchase intention. The results of the moderation show that the effect of country-of-origin image on purchase intention is more significant for consumers who perceive COVID-19 in China to be of lesser severity than those who believe it to be of higher severity. Based on the paper's results, some implications for practice and theory are highlighted.

• The Journal of the Korea Contents Association
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• v.14 no.1
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• pp.165-178
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• 2014

Recently, the social network game (SNG) industry is expanding at a fast pace by the increase in the charged item sales. The objective of the present study is to explore factors influencing user intention to purchase charged items. Based on the literature review, flow has been introduced as an influential factor of the intention to purchase and individual influence, social relationship, and social influence as factors of flow. Enjoyment and self-competence are assumed to be measurement constructs for individual influence, social interaction and self-presentation for social relationship, social norm and perceived critical mass for social influence. Empirical analysis show that enjoyment and self-presentation has significant influence on users' flow while self-competence and social interaction has not. Also social norms and perceived critical mass directly influence intention to purchase items. Theoretical and practical implications are discussed by this results.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.678-686
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• 2021

A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.3
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• pp.47-55
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• 2024

We examined how different types of brand personality play a role to develop a specific consumers' expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers' responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers' responses in times of crisis. Theoretical and empirical implications are discussed.