• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.506-514
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• 2008

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.

• Asia Marketing Journal
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• v.16 no.1
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• pp.149-168
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• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.7
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• pp.746-757
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• 2003

The purpose of this study was to investigate the internet perceived risk segments in regard to clothing benefits sought, internet shopping attitude, and internet purchase intention. The subjects used for the study were 210 male and 338 female college students. The internet perceived risk consisted of size/defect risk, social psychological risk, privacy risk, delivery risk, and price risk. The clothing benefits sought had impression improvement, fashion, individuality, figure flaws compensation, and comfort factors. The results showed that consumers were segmented by four groups based on internet perceived risk factors : 1) privacy risk group, 2) size risk group. 3) low risk group, and 4) price/social psychological risk group. The four segmented groups differed in regard to clothing benefits sought, internet shopping attitude, and internet purchase intention. For example, in regard to clothing benefits sought, the price/social Psychological risk group sought fashion more than other groups. The low risk group considered figure flaws compensation benefit less important than other groups. Concerning internet shopping attitude, the low risk group had more favorable altitude toward trust, safety, diversity, exchange/return attributes of internet shopping than other groups. The privacy risk group had more favorable attitude toward convenience and price attributes of internet shopping. Regarding internet purchase intention, the low risk group had higher intention to purchase formal, casual, and sportswear. The size risk group had higher intention to purchase fashion accessories. Further group differences and implications of the results were discussed.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.3
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• pp.481-490
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• 2010

The shock of melamine-contained food has been known with the incident of hospitalization or death of infants at the age of 11-month old in China. The purpose of this study was to examine consumers' risk perception, attitude and purchase behavior of melamine-contained food which recently came to the fore as a social issue, focusing on the relationship between consumers' attitude and purchase behavior based on physical risk, social risk, psychological risk, financial risk, consumers' attitude and purchase behavior. Study findings are as follows. First, the four factors of risk perception of melamine-contained food were significantly different by consumers. Consumers regarded social risk as most significant and it was followed by financial risk and psychological risk. And they regarded physical risk as most insignificant. Second, as for the difference of risk perception by demographic features, such factors as gender, age, marital status and schooling had no statistically significant influence. Third, the potential risk of melamine-contained food had a negative influence upon consumers' attitude and purchase behavior. In addition, consumers' attitude and purchase behavior were decided by perceived risks. This finding implies that consumers' attitude can accompany with negative or positive behavior and consumers' behavior can be related to social, financial and physical risks. Because the risk perception of melamine-contained food can cause consumers' distrust about all kinds of food in general, domestic manufacturers of milk product-contained confectionery and food can be harmed. In order to overcome this problem and make consumers purchase all the milk products and milk-contained food without fear, governmental agencies must reestablish systems with which the safety of imported raw materials and its processing can be insured and manufactures must improve the quality of products in a diverse and discriminative manner. This study seems to be meaningful in that it examined consumers' risk perception of melamine-contained food, a current social issue, and then looked into the influence of risk perception upon consumers" attitude and behavior, thus presenting the strategy of reestablishing the system of relationship between consumers and business entities in a desirable manner.

• Fashion & Textile Research Journal
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• v.16 no.2
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• pp.235-244
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• 2014

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

• Journal of the Korean Home Economics Association
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• v.30 no.1
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• pp.219-235
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• 1992

This study attempted to examine a theoretical framework which synthesizes risk attitude, type of investment management and investment behavior and to provide the specific investment strategy by analysing several variables which have effect upon the investment behavior. The results of this research were as follow : 1. Risk attitude had significant differences by the variabels such as age, sex, education, income and debt/asset ratio. Also the type of investment management was influenced significantly by the variables such as age, education, occupation, income, total asset, debt/asset ratio, achievement motivation and risk attitude. The ratio of risky asset holdings was affected by the variabels such as age, education, occupation, housing ownership, income, total asset, debt/asset ratio, achievement motivation, risk attitude and type of investment management. 2. Among several variables affecting the ratio of risky asset holding risk attitude, education, type of investment management, debt/asset ratio and achievement motivation had direct effect on it. Besides age had indirect effect through risk attitude and age, achievement motivation and risk attitude had indirect effect through the type of investment management. 3. The results of this study showed that causal relation between input, throughput and output can be applied to household's investment behavior and the concept of risk or risk attitude can be applied to other fields except household's investment. Also it could be attributed to provide the investment strategy for improving level of household's financial well-being.

• Korean Journal of Human Ecology
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• v.24 no.4
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• pp.513-529
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• 2015

This study performed corroborative analysis by establishing hypothesis so as to corroboratively define the effect on brand attitude of psychological risk recognition in the case where consumers reading negative media news related to bakery recognize crisis communication on the basis of which point. According to corroborative analysis, the role of psychological crisis perception as parameter is confirmed in the causal relation between crisis communication recognition and brand attitude. Such result of study confirms that the positive change in crisis communication recognition reduces psychological risk perception to bakery products and such psychological risk perception eventually become factor which affects brand attitude over products. Such result of study suggests that when reading negative media news on bakery, the influence on consumer's evaluation of news on the basis of certain point and the influence on the formation of causal relation between psychological risk perception and brand attitude has scientific ground. In the aspect, the main result of this study is to find the clue that when comparing precedent study between crisis communication recognition and brand attitude, psychological risk perception is realized with brand attitude as media by verifying the parameter role of psychological risk perception.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.472-482
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• 2007

This study is designed to examine differences in the well known relationship between risk perception and purchase intention when shopping fashion products Online. In addition, the role of attitude in the process was investigated. 155 Korean college students and 165 U.S. college students participated in the study. Structural equation modeling with risk factors(product delivery, transaction, service) as antecedents, purchase intention as the consequence, and attitude as the mediating variable were analyzed. Results indicated that, for Korean respondents, product delivery risk and transaction risk had significant indirect effect on purchase intention through attitude. Service risk had significant direct effect. For U.S. respondents, product delivery risk had both direct and indirect effect on purchase intention whereas transaction risk had only indirect effect. Service risk did not have significant influence on purchase intention.

• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.238-248
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• 2012

This research examined the effect of risk perception on risk attitude and risk acceptance of nuclear power plants. For this study, we carried out a survey targeting local residents living in Gyeong-ju..And we examined how risk perception of nuclear power plants have influences the risk attitude and risk acceptance including distrust on government's polices and perceived benefit. First, The findings showed that risk perception of nuclear power plants influenced positively on risk attitude. Second, risk attitude of nuclear power plants influenced negatively on risk acceptance. Third, distrust on government's polices influenced negatively on risk acceptance. Fourth, perceived benefit influenced positively on risk acceptance.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.4
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• pp.529-540
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• 1999

The purpose of this study is examine how price attitude and risk perception affect6 consumer's attitude to clothing discount stores. As for the methods of the research 313 female consumers who just finished shopping at discount stores were interviewed and questioned. The result is as the following. 1. The factors such as discount price inclination effective value inclination price-quality association and price-social grade association in the price attitude as well as social psychological risk and the risk of losing opportunity in the risk perception affected consumer's attitude to clothing discount store. 2. The domestic national brand discount store acquired the highest scores in all factors but discount inclination factor and low price inclination factor. No difference was seen between stores in terms of the risk perception. 3. The determining factors for repurchase intention were found to be store satisfaction and the attitude to clothing discount store. 4. The convenience of transportation the availability of exchange or repair the payment option the quality of the product and the attributes of the store e, g, good quality with relatively low price affected the store satisfaction. 5. Domestic national brand discount store showed higher score in 'good quality with relatively low price' than domestic casual brand discount store did. And difference between groups was found in repurchase intention, Conclusively most consumers using clothing discount stores are effective value-oriented.