• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.1-26
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• 2002

The present study examines the role of subjectively perceived factors of the attitude toward web shopping in forming an intention to use a web shopping intention. An integrative research model is presented and tested empirically. It includes the following three aspects of belief in Davis' TAM: perceived usefulness, perceived ease of use, perceived enjoyment. Specially, internet self-efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to gain more favorable attitude toward web shopping close the digital divide that separates experienced Internet users from novices. Prior research on Internet self-efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation to general Internet use, and has not yielded evidence of reliability and construct validity. Survey data were collected to develop a reliable operational measure of Internet self-efficacy and to examine its construct validity. Also, much previous research has established that perceived ease of use is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted to understand how that perception forms and changes over time. The present study examines that higher internet self-efficacy is more getting favorable web shopping attitude, and web shopping intention as more as usefulness, enjoyment through the internet.

• Journal of Technology Innovation
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• v.27 no.4
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• pp.111-144
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• 2019

As virtual assistants rapidly diffused into the market, the voice shopping market is expected to expand. The purpose of this study is to identify the factors that determine the consumers' intention to adopt voice shopping by using the unified theory of acceptance and use of technology(UTAUT). In this study, we set variables that influence the intention to adoption of voice shopping with performance expectation and effort expectations as the variables of UTAUT and playfulness expectations as an extended variable. In addition, we also include four voice secretary attributes such as response accuracy, compatibility, social presence, and safety in our research model to investigate the source of motivation of voice shopping adoption. The result of this analysis shows that variables such as performance expectation, effort expectation, and amusement expectation have a positive effect on the intention to adoption of voice shopping. With respect to the four voice shopping attributes, compatibility had a positive effect on performance expectancy, effort expectancy, and playfulness expectancy. Social presence has a positive effect on playfulness expectancy. Safety has a positive effect on effort expectancy and playfulness expectancy. On the other hand, response accuracy is not significant for performance expectancy, effort expectancy, and playfulness expectancy. This study reveals the determinants of intention to adopt the new purchasing method called voice shopping, and suggests the important factors for the innovation of commerce business.

• Asia pacific journal of information systems
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• v.18 no.2
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• pp.15-40
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• 2008

With the explosive growth of the Internet, Internet shopping malls have become recognized as one of the major purchasing channels for consumers, as well as one of the competitive distribution channels for companies that allow them to contact with customers without intermediaries. It has motivated information systems(IS) researchers to examine the factors influencing consumer behavior and the purchase decision process in the context of Internet shopping malls. Despite the extensive research that has been conducted on the purchase decision process of consumers in online shopping malls, the results have demonstrated a need for further understanding of consumer behavior due to the unique features of virtual space and the characteristics of online consumers. Previous studies from marketing and consumer behavior domains have suggested that the concept of involvement plays an important role in explaining consumers' purchase behavior. Despite the critical role of involvement and the explosive growth of e-commerce, little research has examined the role of involvement in the Internet shopping mall context. With this motivation, this study has two research objectives. First, it introduces and tests an theoretical model capable of better explaining consumers' intention to purchase in the Internet shopping mall context. The proposed model extends and integrates existing models on purchase intention by incorporating purchase experience, innovativeness, and perceived self-control as the consumer factors, along with perceived risk, information provision, and perceived price as the Internet shopping mall factors. Second, this study examines how involvement differences may affect consumers' intention to purchase. For this purpose, two factors from involvement theory, involvement type and involvement level, are introduced into the research model as moderating variables. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. All question items were measured with a seven-point, Likert-type scale, with anchors ranging from 'strongly disagree' to 'strongly agree.' Two IS researchers reviewed the instrument and checked its face validity. We collected empirical data for this study over a period of two weeks from subjects who had purchase experiences through Internet shopping malls. A total of 473 complete and valid responses were obtained. We carried out data analysis using a two-step methodology with AMOS 4.0. The first step in the data analysis was to establish the convergent and discriminant validity of the constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical results partly support the proposed model and identify the moderating effect of involvement differences. Theoretical and practical implications of the study are discussed, along with its limitations.

• Asia pacific journal of information systems
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• v.18 no.1
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• Journal of Families and Better Life
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• v.1 no.2
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• pp.43-57
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• 1983

The purpose of the study, was to investigate Housewives behavior on how to buy refrigerators and how to use them. Besides, their knowledge and keeping ability of electricity and refrigerator is estimated according to regional differences, their ages, their educational courses, and their income. In the report, W e can see if it is related to the years of married life, numbers of the family, having jobs or not, and numbers of marketing a week. The subjects were 675 mothers of the students in the selected schools, at Seoul, Cheongjoo, and Kwesan gun. They answered to the questionnaire devised for the study. their answers were analyzed in percent to grasp their general trend of electricity and electric Appliance. Chi-square test and F-test are chosen to grasp the Cor-relationships between the related variables. The results are as follows: 1) The average rate of possesing the refrigerators is 84.06%. It shows us that the housewives in Seoul possess the more refrigerators than those in other areas. At ages, form 30 to 40 aged women gave the most refrigerators than any other ages women. It reveals us the high income and high educational housewives have high rate of possessing refrigerators. 2) They answered that they purchased the refrigerators by necessity. we can see their motivation of purchasing them is very reasonable. However, we can see that they do not manage the refrigerators well, because the rate of using them during four seasons is only 12.34%, An age of 20year old housewives mostly purchased the refrigerators at the time of marriage. The women who bought them after marriage answered that they mostly took a consultation with their husbands when they bought the refrigerators. They regarded the trade marks of the manufactures and size of the refrigerators, as they bought them. And most of them bought the refrigerators for cash. 3)At homes in Seoul, the kinds of retained foods in the refrigerator are more than those of the house in the city and in the agricultural town. The high income and high educational housewives tend to retain the more kinds of foods. But there are no significant differences between the essential variables such as the numbers of the family, the housewives having jobs or not, and the numbers of marketing. 4)Generally their knowledge on electricity and the refrigerator is very low. However, it shows the statistically significant differences. the housewives in Seoul have more information about refrigerator than the housewives in agricultural town. At ages , the women less than 29 years old have more information about the refrigerator, and the woman who had university education and high income tend to know much about the refrigerator. 5) The keeping ability of the refrigerator is very good, and there are no significant differences among variables. And also it shows that there is no correlationship between their knowledge and their keeping ability.

• Journal of the Korean Society of Food Science and Nutrition
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• v.44 no.1
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• pp.152-159
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• 2015

The purpose of this study was to analyze how consumers make links between convenience meat products and self-relevant consequences and value. Surveys on convenience meat product consumption patterns and hard laddering based on means-end chain theory were conducted from April 21 to April 25, 2014 and targeted 200 consumers in the US. The most preferred cooking method of convenience meat product was roast (25.9%) and the most common information medium was suggestions by friends and parents (37.1%). The main as well as desired places of purchasing were both the supermarket (33.6% and 27.3%, respectively). The most preferred promotion method was free sample events (38.5%). From analyzing means-end chains of convenience meat products, the most dominant value chain was 'taste (A)'-'good taste (C)'-'feel good (V)'. These results show that consumption of convenience meat products will increase when consumer expectations of taste and satisfaction are met. Further, results of the value measurement provide information on consumer satisfaction and needs and can be applied to set marketing strategies for Korean style convenience meat products.

• Journal of the Korean Society of Costume
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• v.2
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• pp.73-88
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• 1978

This article is an attempt to explain, at least in part, the contemporary Korean women's consciousness of Western Dreasses. As time changes, the role of clothing undergoes varisous transitions, while values and ways of life are constantly in change. It is, therefore, proper and appropriate to recognize as among the major aspects of social psychology such phenomenon as interests, understanding of clothing, the choice of a dress, and attitudes toward clothing, etc. The purpose of this study is to discover problems concerning and their clothing and their solutions, by means of a surveying approach. The method of research used is based upon questionares distributed to parents of first-year pupils in elementary schools and to female clerks working in offices, covering the period from August through October, 1976. The number of the questionares distrubuted totalled 600, and 526 were returned to the research to be utilized for analysis. The contents of the survey included such things as values concerning clothing, kinds of clothing and their practical use, the selection of clothing and the method of purchase, fashions, etc. The classification of aquisition are self-made clothing, clothing made to order and ready-made materials. It is composed of 25 items, including affirmative reasons as well as negative ones. The processing of the material returned was made by using the computer, and based upon classifications such as ages, monthly income, occupations; thus diagraming the result in percentages. The conclusion made and the improvements proposed are as follows: 1. The values of clothing were placed on the expression of the wearer's personality (32.7) and on eauty(28. 6%). The lower age group places is stress upon the expression of personality, while the higher age group stresses beauty. About 50% of wearers are contented with their clothing, their clothing, the rest of whom them indicating their dissatisfaction with what they wear. As to designs at the time of selection, about 46% indicated their preference of personal expression, 31.8% on usefulness. In selecting material, practicality is emphasized; in selecting patterns, single color is preferred. In short, personal expression and esthetic values are primary, with consideration of practicality in mind. 2. The classification of clothing according to their uses indicates the highest numbers in normal wear (home wears) and clothings to be worn outside home. As to evening dresses, (party dress) only one or two articles were checked by many, and no such article was clamed to be possessed by most. The highest ratio of wearing was shown in the case of home wear (47.3%) and clothing to be worn outside the home, which is 55.8%. The budget for one article of clothing was greatest in the case of home wear, and clothing worn outside the home. Many used both kinds of articles for the same purpose. It is desirable, therefore, that the kinds of clothing should be varied according to the purpose for which they are worn, and that clothing appropriate for that purpose should be worn. 3. The motivation for purchasing clothing was highly chosen in the item of seasonal change, which was 55.7%; Clothing deliberately made was indicated by 45.2%. In the mothods of purchasing clothing, clothing made to order and ready-made was indicated by 44.4%, which is the highest; Clothing made to order was 25.4%, and self-sewing was 1.1%, which is the lowest. (1) In the case of self-sewing, "I like it but it is very hard," was checked by 43.6%; "It is so difficult that I cannot wear such clothing" was checked by 13.3%. From these, we can conclude that the questionees are willing to make clothing by themselves, but techniques involved in sewing and at her problems involved in the skill are complicated but when those problems are eliminated there is a possibility for practice. The response checked by questionees concerning the self-sewing was, "It's economical", which is a clear indication that many questionees are positive for self-sewing. It is generally believed that ready-made clothing is cheaper, but it is not necessarily so. In consideration of the quality of clothing, self-sewing is a necessity, and it is desirable that it should be encouraged. (3) Problems involved in ready-made clothing, such as designs, skills, size (fitting) should be eliminated. When these problems are scientifically gotten rid of, it is possible that affirmative returns will be expected. Affirmative responses such as "Ready-made clothing is economical," "You can select there on the spot," are good signs that many women expect to wear ready-made clothing. It is in this sense that the prospect for ready-made clothing is brighter when much development for ready-made clothing is on the way. 4. Much concern for fashion are checked in such item of questions as "Fashionable clothing in the show window," "Clothes worn by women." The first item was checked by 50.1 %, and the second was checked by 48.6%. The reason for following fashion is "Because many people wear them," which was indicated by 30.4%. The reason for not following fashion is "It is too expensive," which was checked by 29.6%. The 26.2% of the answers indicated that "Fashionable clothing is devoid of personality," The influences of fashion over the development of fashion over the development of clothing are two-fold: Esthetic and active. It is not to be deniable that people follow fashion more or less. 1978.9>

• Journal of Intelligence and Information Systems
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• v.18 no.4
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• pp.1-17
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• 2012

Personalized smart devices such as smartphones and smart pads are widely used. Unlike traditional feature phones, theses smart devices allow users to choose a variety of functions, which support not only daily experiences but also business operations. Actually, there exist a huge number of applications accessible by smart device users in online and mobile application markets. Users can choose apps that fit their own tastes and needs, which is impossible for conventional phone users. With the increase in app demand, the tastes and needs of app users are becoming more diverse. To meet these requirements, numerous apps with diverse functions are being released on the market, which leads to fierce competition. Unlike offline markets, online markets have a limitation in that purchasing decisions should be made without experiencing the items. Therefore, online customers rely more on item-related information that can be seen on the item page in which online markets commonly provide details about each item. Customers can feel confident about the quality of an item through the online information and decide whether to purchase it. The same is true of online app markets. To win the sales competition against other apps that perform similar functions, app developers need to focus on writing app descriptions to attract the attention of customers. If we can measure the effect of app descriptions on sales without regard to the app's price and quality, app descriptions that facilitate the sale of apps can be identified. This study intends to provide such a quantitative result for app developers who want to promote the sales of their apps. For this purpose, we collected app details including the descriptions written in Korean from one of the largest app markets in Korea, and then extracted keywords from the descriptions. Next, the impact of the keywords on sales performance was measured through our econometric model. Through this analysis, we were able to analyze the impact of each keyword itself, apart from that of the design or quality. The keywords, comprised of the attribute and evaluation of each app, are extracted by a morpheme analyzer. Our model with the keywords as its input variables was established to analyze their impact on sales performance. A regression analysis was conducted for each category in which apps are included. This analysis was required because we found the keywords, which are emphasized in app descriptions, different category-by-category. The analysis conducted not only for free apps but also for paid apps showed which keywords have more impact on sales performance for each type of app. In the analysis of paid apps in the education category, keywords such as 'search+easy' and 'words+abundant' showed higher effectiveness. In the same category, free apps whose keywords emphasize the quality of apps showed higher sales performance. One interesting fact is that keywords describing not only the app but also the need for the app have asignificant impact. Language learning apps, regardless of whether they are sold free or paid, showed higher sales performance by including the keywords 'foreign language study+important'. This result shows that motivation for the purchase affected sales. While item reviews are widely researched in online markets, item descriptions are not very actively studied. In the case of the mobile app markets, newly introduced apps may not have many item reviews because of the low quantity sold. In such cases, item descriptions can be regarded more important when customers make a decision about purchasing items. This study is the first trial to quantitatively analyze the relationship between an item description and its impact on sales performance. The results show that our research framework successfully provides a list of the most effective sales key terms with the estimates of their effectiveness. Although this study is performed for a specified type of item (i.e., mobile apps), our model can be applied to almost all of the items traded in online markets.

• Journal of Korean Home Economics Education Association
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• v.34 no.3
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• pp.133-148
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• 2022

This study aims to explore the status and motives for using avatars and digital fashion items in the metaverse and to examine consumers' purchase satisfaction and future purchase intentions. We intend to provide implications for the development of avatars and fashion items, and the direction of the fashion industry and clothing education. For this purpose, the purchasing status, consumer motives for using avatars and digital fashion items, purchase satisfaction, and future purchase intentions were investigated, through a survey with 149 consumers aged 19 years or older, with the experience of using avatars. The results are as follows. First, the percentage of avatar ownership was high among women aged between 19 and 29, and those with low or high incomes. The younger group was more likely to make mobile phone purchases than the older group, and the older group was more likely to use credit cards. Even those respondents who owned avatars did not purchase frequently or spent a lot on items. On the other hand, in the case of fashion item purchases, the group spending more than 8,000 won was aged between 19 and 29, and the frequency and amount of purchases increased as income increase. Second, among the motives for using avatars and fashion items, the pursuit of pleasure had the greatest influence, and men paid more attention to self-expression through avatars than women. Third, the motive for vicarious satisfaction influenced purchase satisfaction, and the factors that influenced future purchase intention were vicarious satisfaction and stress relief. The results of this study suggests that avatars and fashion items should be developed considering factors that can relieve stress for all age groups, create a sense of unity among metaverse users, and provide satisfaction in a virtual world that is different from reality. In addition, education on how to use fashion items and consumption attitudes in education related to clothing life will be required.

• Journal of Venture Innovation
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• v.5 no.2
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• pp.49-66
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• 2022

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases.