• 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.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.1
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• pp.17-32
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• 2019

Sales representatives of automobile company play a key role in the circulation system. Given the characteristics of the good, consumers demand high-quality information and guides from the salespersons when they decide to purchase an automobile. Sales representatives provide service to the customers in accordance with their needs to help purchase decision-making process. Therefore, a sales representative's personal competence have a significant effect on sales performance. Based on this hypothesis, we assumed that personal competence of a salesperson has a positive correlation with sales performance. An empirical analysis was conducted to test the hypothesis. This study classifies personal competence into 4 independent variables((1) sales technique professionalism (2) salesperson's attitude and relationship with customers (3) emotion utilization (4) emotion control) and measures the correlation with the dependent variable(sales performance). To verify the relationship, we set and modified the hypothesis based on the precedent studies and researches. In addiction, a survey was conducted targeting 300 local salespersons from Gyeonggi-Gangwon region. 268 valid samples were used and analyzed with SPSS WIN24.0 statistical program. As a result of an empirical analysis, it turned out that sales technique professionalism and emotion utilization have positive correlation with sales performance. However, the result failed to support the assumption that sales representative's attitude and relationship with customers and emotion control have positive correlation with sales performance. At last the result revealed that personal competence should be considered as an important determinant of recruitment specification for sales representatives.

• Asia pacific journal of information systems
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• v.13 no.4
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• pp.49-72
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• 2003

Despite the phenomenal growth of Internet users in recent years, the penetration rate of B2C electronic commerce(EC) is still low. According to previous studies, one of most often cited reasons is the lack of consumers' trust. Although trust is an important concept in B2C EC, there is a lack of theory-based empirical research in this area. In this paper, influencing factors are proposed for investigating the nature of trust in the specific context of B2C EC. Thirteen hypotheses are empirically tested. The results show that most of hypotheses are supported except for perceived size, perceived competence, perceived reputation, familiarity and third party recognition. In addition trust was found to have a strong positive effect on intention to purchase. Finally, trust was found to have a mediation effect between on influencing factors and intention to purchase. Implications of these findings are discussed for researchers and practitioners.

• Asia pacific journal of information systems
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• v.27 no.2
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• pp.77-98
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• 2017

The development of mobile social networking service (SNS) triggers the growth of social commerce industry. Customers rely considerably on electronic word of mouth (eWOM) to make purchasing decisions. Thus, SNS is an important commercial platform that offers attractive opportunities and challenges to firms. This study sheds light on the role of SNS as a social commerce platform by focusing on WeChat, the most popular SNS in China. This study identifies three different types of trust based on SNS that customers perceive in the context of social commerce. These types of trust are contents trust, source trust, and platform trust. This study suggests the antecedents and consequences of each trust. Our results prove that eWOM intention relies on contents trust and source trust, whereas purchase intention depends on contents trust, source trust, and platform trust. This study also finds that contents trust is positively influenced by source trust and platform trust. Finally, the result verifies the key antecedents of each trust, namely, vividness and timeliness for contents trust, competence, benevolence, and integrity for source trust, and instrumental need and social need for platform trust. The discussion and implications on the findings are provided.

• Journal of the Korean Applied Science and Technology
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• v.38 no.4
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• pp.1093-1106
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• 2021

This study attempted to investigate the influence of a beauty influencer's characteristics on makeup behavior and color cosmetics purchase intention against young female consumers in their 20-30s, who are a primary target for beauty influencer marketing. It aimed to provide basic data which are helpful in promoting marketing and expanding markets for color cosmetics through beauty influencers. For this, a questionnaire survey was conducted. Among a total of 563 questionnaires distributed across Seoul and capital region, 531 copies were used for final analysis, and the results found the followings: In terms of age, factors affecting beauty influencers' characteristics differed depending on reliability and expertise. Specifically, reliability and communicative competence had a positive effect(+) on all makeup behavior while expertise revealed a positive influence on base makeup only. In color cosmetics purchase intention, a positive effect was observed in reliability, communicative competence and attractiveness. In particular, reliability showed the largest influence. Therefore, there should be continued efforts to maintain a long-term relationship with consumers through communication based on beauty influencers' characteristics and by delivering more diverse makeup and color cosmetics-related information in an open and honest fashion.

• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.385-398
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• 2016

In a world where opportunities and chances are common, the phenomenon referred to as "generation maybe" describes people in their 20s and early 30s who are usually being indecisive. With the increase in breadth of information and choices, the number of people who are hesitant in deciding whether to purchase increases at a fast pace, as does the number of products and services targeting this group. In order to enhance our understanding of the phenomenon of consumer hesitation, this study explores contextual factors and consumer characteristics that affect consumer hesitation in the purchase decision-making process. Specifically, this study examines whether seven contextual factors, self-determination tendencies, and five decision-making styles influence consumer hesitation in the product decision making process. An online survey was administered to test our research questions. A total of 309 Korean consumers (female=48.9%) aged from 20 to 35 were surveyed. A regression analysis revealed that four contextual factors (product involvement, need for information on alternatives, relative price, and uncertain need), two sub-dimensions of self-determination (perceived competence and relatedness), and two decision-making styles (price seeking and advice seeking) have noticeable influences on consumer hesitation. We also found that the degree of consumer hesitation positively influences consumer post-purchase satisfaction. The study concludes with discussions and practical implications.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.8
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• pp.1015-1028
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• 2013

This study analyzed the relationship among swimming experiences, swimsuit selection criteria, swimsuit purchase satisfaction level, and the physical self-concept of female consumers. This study was based on a descriptive survey method using a questionnaire. The survey was conducted from June 15 through July 20, 2012, and the sample consisted of 330 female consumers in their 20s and 30s residing in the Seoul and Gyeonggi area. Factor analysis and Cronbach's ${\alpha}$ coefficients, ANOVA, Duncan's Test, and multiple regression analysis were employed for the data analysis. The results revealed that individual self-concepts on health, sports competence, and fitness were influenced by swimming experiences. There was a tendency for those with a longer period of swimming experience to have a higher level of brand consideration as a swimsuit selection criterion; in addition, they showed a higher satisfaction level with swimsuits. Individual physical self-concept influenced the consideration given to each swimsuit selection criterion as well as swimsuit purchase satisfaction level. The findings of the study reflect the possibility of utilizing swimming experiences as a criterion for swimsuit market segmentation. Attention to the quality of swimsuits as well as to the physical self-concept of consumers are required for marketing activities.

• Journal of Information Technology Services
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• v.23 no.3
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• pp.1-16
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• 2024

As the COVID-19 pandemic confirmed the culture of non-face-to-face consumption. In retail commerce, the 'live commerce' market, where sales are made by communicating with customers in the form of live streaming broadcasts, has grown rapidly. Although previous studies have consistently confirmed the phenomenon of "influencers" in society and culture, there is a lack of research on the "sales expertise" of live commerce broadcasters such as Wang Hong in China. In China, "Wang Hong" is short for "Wang Luo Hong Ren", a combination of "Wang Luo", which means the Internet, and "Hong Ren", which means star, and refers to a person who is popular through social platforms and is gaining popularity from many fans. Therefore, this study focuses on Wang Hong's developing "selling expertise" and examines it from the perspective of a shopping curator. In particular, we applied Harold Jarche(2011)'s "Seek-Sense-Share" model to influencers to verify their influence on trust and purchase intention in live commerce. Furthermore, we analyzed the differences between Korea and China.A survey was conducted among live commerce users in Korea and China, and a total of 228 questionnaires were used in the final analysis. Basic statistical analysis was conducted using SPSS and hypotheses were tested using PLS 3.0. The results of the hypothesis testing showed that influencers' curatorial competence "Seek-Sense-Share" had a significant effect on trust, and trust had a positive effect on purchase intention. In addition, there is a significant difference between Korean and Chinese consumers in this relationship.

• The Research Journal of the Costume Culture
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• v.11 no.1
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• pp.103-117
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• 2003

The aim of this study was to identify dimensions of salesperson´s effort according to older female(55+) customer's and fashion store salesperson's perspective and to examine what kind of effort dimensions are assessed to be more important than others. As a method, both literature review and empirical research were made. This study was performed in three stage from December in 2001 to May in 2002. For exploratory step. In-depth interview and observation study were done for gathering responses related to salesperson´s effort. in pilot study, 83 older female customers were surveyed and the data was analyzed in order to develop questionnaire. In the main research. 202 older female customers and 103 fashion store salespersons were surveyed in order to identify the dimensions of salesperson's effort. Statistical analyses were performed with SAS program using factor analysis. cronbach´a mean, t-test. paired t-test and multiple regression analysis. The results of this study were as follows. First, 5 factors was selected for the dimensions of salesperson´s effort in customer´s perception; friendliness, attentiveness. product competence. effective access and special treatment. Second, 5 factors was selected for the dimensions of salesperson's effort in salesperson´s performance; friendliness/ attentiveness. product competence. effective access. communication, and purchase exaction. Third. dimensions of salesperson's effort were different according to customer and salesperson's characteristics. Last, there were significant differences in the salesperson's efforts between customers´perception and salespersons´Performance.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.5
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• pp.65-76
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• 2019

This research examines the effects of perceived design personality on consumer responses such as attitude toward products and purchase intention. Furthermore, the study analyzes if the design typicality moderates the effects of design personality on consumer responses. The research results found that when consumers are exposed to a typical design, they are more likely to perceive sincerity and ruggedness at a higher level. On the other hand, consumers tend to perceive a higher level of excitement and sophistication, as they are exposed to the atypical design. Besides, competence and ruggedness have positive effects on buying intention in the case of a typical design, while sincerity, excitement, and sophistication have positive impacts on buying intention in the case of an atypical design. Lastly, competence and ruggedness are found to have positive impacts on design attitude more in the typical design than in the atypical design, whereas sophistication showed positive impacts on design attitude more in the atypical design than in the typical design. Additionally, competence has more influence on product buying intention in the typical design and excitement has more effect on it in the atypical design.