• Culinary science and hospitality research
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• v.16 no.5
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• pp.208-220
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• 2010

This study investigates the influence of the attractive dining space on customers' restaurant evaluation, using an experiment research method. It also examines whether the perceived risks in purchasing and the affect intensity moderate the effect of the attractive dining space on the restaurant evaluation. Service quality and purchasing intention are set up as a dependant variable in oilier to figure out the effect of the dining space. The summary of the research result is as follows. First, an attractive dining space induces more positive evaluation of service quality and increases purchasing intention. Second, an attractive dining space has more significant influence on the service quality and the purchasing intention of customers in the purchasing situation of high level of perceived risk than in the purchasing situation of low level of perceived risk. Third, it is shown that personal variable such as affect intensity moderates the effect of an attractive dining space on the service quality perception and the purchasing intention.

• Journal of the Korean Society of Food Culture
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• v.23 no.4
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• pp.462-468
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• 2008

In this study, we assessed college students' consumption values with regard to a seaweed functional food, and compared differences between the respondents' purchasing intentions and their educational levels. A self-administered questionnaire was designed and distributed to college students in Daegu/Kyungbook province. A total of 288 questionnaires were collected, and the total response rate was 96.0%. The results demonstrated that purchasing intention influenced all five consumption values. The high purchasing intention (HPI) group evidenced greater functional value, social value, emotional value, conditional value, and epistemic value than was observed in the low purchasing intention (LPI) group. However, individuals' educational levels, as related to food, influenced only the functional value and epistemic value. These results demonstrate that college students' consumption value in terms of seaweed functional foods is affected by purchasing intentions and educational experience.

• Journal of Distribution Science
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• v.17 no.10
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• pp.49-59
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• 2019

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

• Journal of Information Technology Services
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• v.21 no.4
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• pp.123-140
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• 2022

In the ever-increasing online secondhand product market, the perceived risk of online used products purchase was identified as a factor influencing consumer purchase intention. The results of this study are as follows. First, the relationship between the perceived risk of online secondhand purchase and purchase intention was presented with somewhat different results for each sub-risk factor. First of all, a significant negative causal relationship between physical risk, time loss risk, psychological risk, social risk and online used product purchase intention was verified. On the other hand, financial risk and functional risk did not show a statistically significant relationship with online used products purchase intention. Second, as a result of research on the moderating effect of purchasing experience, offline purchasing experience of used products and online purchasing experience were verified differently. First of all, the moderating effect of the online purchase experience of used products was significant only in the relationship between psychological and social risks on the intention to purchase used products online. The experience of purchasing used products online is believed to reduce uncertainty about the surrounding response to purchasing used products online and weaken the intention to purchase used products online by reducing tension and concerns about purchasing them. Other risks, such as financial risk, performance risk, physical risk, time loss risk, and online purchase experience of used products, were verified to have no significant effect on online used products purchase intention. In addition, the offline purchase experience of used products did not verify a significant moderating effect on the effect of all perceived risks on online used product purchase intention.

• Journal of the Korean Home Economics Association
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• v.42 no.10 s.200
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• pp.129-141
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• 2004

The purposes of this study were to explain consumer attitude, behavioral intention and behavior(expenses) in the purchase of Han-gwa and to explore the influencing factors on them. To achieve these purposes, the Heckman two-step model was utilized to utilize the recursive system of attitude, behavioral intention and behavior. The results of this study were as follows: 1) Seventy-six percent of consumers presented their favorable altitudes to purchase Han-gwa, while $47\%$ of consumers had behavioral intention for purchasing Han-gwa. In addition, purchasing expense of Han-gwa per year as a proxy variable of behavior was less than 100,000 won for most consumers. 2) First, consumer attitude was found to be significantly influenced by the type of family and food safety. Second, the behavioral intention for purchasing Han-gwa was found to be significantly influenced by consumer attitude, age, income, education and price. Finally, consumer behavior(expenses) of purchasing Han-gwa was found to be significantly influenced by the behavioral intention, income and purchasing place.

• Korean Journal of Agricultural Science
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• v.44 no.2
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• pp.283-295
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• 2017

This study analyzed the effect of the intrinsic and extrinsic attributes of gochujang, Korean red chili paste, on purchasing intention and recommendation intention for consumption. Survey participants were female, married, aged 30 - 39 years, and highly educated with graduation from a university. Most participants purchased gochujang 1 - 2 times per year, most commonly at a shopping mall, and acquired information on the gochujang product from an advertisement or sponsored TV shows. For the factor analysis, five variables for intrinsic quality were considered: namely, healthiness, economics, convenience, diversity, and sense, whereas three variables were considered for extrinsic quality: trust, external appearance, and image. The factor analysis also confirmed the correlation between the validity and the reliability of the purchasing and recommendation intentions. The effect of intrinsic quality of gochujang on purchasing and recommendation intentions was tested through a multiple regression analysis. The purchase intention was most significantly affected by healthiness, cost, and convenience. On the other hand, the recommendation intention was most significantly affected by the diversity and, to a lesser degree, by the healthiness of the product. Among the extrinsic qualities, trust of consumers and the product appearance had a significant effect on purchasing intention. Recommendation intention was significantly affected by the appearance. And trust significantly influenced the recommendation. Therefore, a concrete and systematic marketing approach considering these factors.

• 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.

• Journal of Fashion Business
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• v.22 no.2
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• pp.14-26
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• 2018

This study was to explore purchasing behavior and repurchase intention by considering social-face sensitivity and conspicuous consumption. To do this, first, this study tried to explain how consumers had different characteristics for social-face sensitivity, conspicuous consumption, purchasing behavior, and repurchase intention for outdoor wear. Second, this study tested the relationship between consumer behavior (purchasing behavior and repurchase intention) and social-face sensitivity by considering the mediating effect of conspicuous consumption. As the results, first, there was a significant relationship between social-face sensitivity (sensitivity to saving face) and conspicuous consumption, which had a significant effect on the purchasing behavior with outdoor wear(purchase frequency, purchase cost). Second, social-face sensitivity (consciousness of shame) had a significant effect on conspicuous consumption (preference for famous brands, status symbol, pursuing fashion), and social face sensitivity (consciousness of social formality) had a significant effect on conspicuous consumption (preference for famous brands). The relationship between the conspicuous consumption and purchasing behavior showed that conspicuous consumption had significant effects on consumer behavior (purchase frequency, purchase cost). The relationship between the social-face sensitivity and purchasing behavior showed that being conscious of others had a significant effect on purchasing behavior. Third, purchasing behavior with outdoor wear had a significant effect on repurchase intention. Finally, this study confirmed that conspicuous consumption had a partially significant mediating effect on the relationship between social-face sensitivity (sensitivity to saving face) and purchasing behavior.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.1
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• pp.21-33
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• 2012

This research attempts to analyze the effect of printed-saving coupons distributed by major discount store on consumer purchasing intention. Those consumers having used printed-saving coupon in major discount store in Daejeon were selected as respondents. 121 copies were retreated from 150 questionnaires. For data analysis, frequency analysis for respondents' characteristics, Cronbach's alpha for reliability of analysis, and $X^2$ test of multi-regression analysis for testing hypothesis were utilized. The result of analysis shows 1) the way of using coupon is respectively different according to sex, age group, marital status, term of coupon, and the number of using coupon; 2) Attributes of coupon partially influence on purchasing intention of consumers. Only shopping cost cutting is insignificant, while keeping convenience, impulse buying, scheduled purchasing are significant. The most effective variable is scheduled purchasing, keeping convenience, and impulse buying influence on purchasing intension of consumers. Therefore, offering printed-coupon by major discount store is useful tool to induce consumers to planned purchasing.

• Korean Journal of Community Nutrition
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• v.14 no.3
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• pp.286-294
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• 2009

This study investigated the correlations of five constructs - health concerns, healthy eating practices and attitudes, food choice motives, attitudes toward organic foods - in the formation of behavioral to the purchasing intentions of organic foods. An instrument encompassing health perception, attitudes, habits and personal traits was developed through the comprehensive reviews of the literature and the assured validity and internal reliability of the contents. The questionnaire was administered to the students of three universities at Daegu, Kyungpook province. A total of 288 questionnaires were collected for a response rate of 96.0%. The correlations of five constructs and purchasing intention were tested simultaneously using structural equation modeling. Healthy eating practices and attitudes toward organic foods were found to be the determinants which directly influence the intention to purchase organic foods. Health concerns didn't show direct relation to the purchasing intention of organic foods. The hypothesized path from the health concerns to the purchasing intentions was not supported. The results indicated that food choice motives and healthy eating attitudes should be managed to achieve higher behavioral intention to purchase organic foods.