• Journal of Venture Innovation
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• v.6 no.4
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• pp.99-111
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• 2023

This study aims to confirm that consumers' satisfaction with online shopping websites has changed to a phenomenon different from the past. In other words, in a situation where the use of e-commerce is expanding worldwide after the pandemic and various types of commerce such as mobile commerce and social commerce are formed, the consumer's information processing and decision-making process are meaningful in examining the behavior that has been changed based on the perceived motivation level of consumers by the new environment according to the consumption value and personal characteristics perceived by the consumer. In other words, the purpose of this study was to investigate the effect of consumption value and need for cognition on the satisfaction toward online websites as a mediating role in the trust of the website. As a result of testing Hypothesis 1, not only the hedonic value of the consumer for the website but also the utilitarian value had a positive influence on the satisfaction toward the website, and in particular, the utilitarian value showed a relatively greater influence than the hedonic value. However, the negative relationship between the need for cognition and satisfaction was found to be at a significant level under one-sided verification. In Hypothesis 2, only the utilitarian value among the consumption values of 2-1 showed a positive effect on satisfaction through a mediating role of trust. It was confirmed that the utilitarian value among the consumption values was an important factor in the satisfaction toward the website. The significance of this study is that, unlike previous research results, not only consumption value based on senses and emotions but also utilitarian value has a greater influence. Therefore, utilitarian value and need for cognition have a stronger influence on satisfaction if they play a mediating role based on the trust of the website used by consumers. These findings reflect the current market trend of online consumption, and they are helpful in the management and strategy of online websites based on consumer behavior understanding and major factors.

• Journal of Family Resource Management and Policy Review
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• v.13 no.2
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• pp.129-151
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• 2009

The first purpose of this study was to reveal the types of shopping value of college students. The second purpose was to examine the change in the perception and management behaviors related to credit cards according to the types of shopping value. The third purpose was to examine the effects of shopping value on perception and management behaviors on credit cards. The data were collected from 392 college students in Seoul by a self-administered questionnaire. Analyses including frequency, mean, factor analysis, Cronbach's alpha, Pearson's correlation analysis, Crosstabulation analysis, analysis of variance, K-means Cluster analysis and Multiple linear regression were conducted using SPSS WIN12.0. The major findings were as follows. First, college students can be categorized into 3 types of shopping values by K-means Cluster analysis of 14 items. The groups were entitled the hedonistic shopping value, the utilitarian shopping value, and the saving shopping value. Second, positive perception and management behaviors related to credit cards were different depending on the types of shopping value. The hedonistic shopping value group had a higher level of positive perception of credit cards and a lower level of credit card management, compared with the other groups. The saving shopping value group had higher levels of both positive perception and management of credit cards. Among the three groups, the utilitarian shopping group had the lowest level of positive perception of credit cards, despite having ahigher level of credit card management. Lastly, the most effective variance on credit card management was the utilitarian shopping value. These results suggest that a healthy shopping value is very important for having a healthy perception and management of credit cards, because shopping value is a critical variance to affect perception and management of credit cards.

• The Korean Journal of Franchise Management
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• v.11 no.4
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• pp.17-29
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• 2020

Purpose: As the untact culture has spread due to the recent COVID-19, the service industry as well as the beauty salon is shrinking. In order to overcome such a crisis in beauty salons, the lower dimension of beauty salon service quality is divided into servicescape, technical service, and employee service, and actions are taken with the 'perceived value of the customer' as a parameter. In this study, S-O-R(Stimulus-Organism-Response) theory was applied for customer-centered analysis, and gender and regularity were selected as moderator variables to add practical implications. Research design, data, and methodology: All constructs were measured using items developed and used in the previous study. A total of 261 questionnaires were collected online using NaverForm. The data were analyzed using factor analysis, correlation analysis, and measurement model analysis with SPSS 22.0 and AMOS 22.0. After testing the research model and hypothesis for the entire group, a multi-group analysis was conducted by dividing into male and female groups, regular customers, and non-regular customers. Results: First, this study showed that the service environment of beauty salon customers had a negative (-) effect on perceived utilitarian value, and the technical service and perceived hedonic value had a positive (+) effect on the customer's behavioral intention. Technical service and employee service had a positive (+) effect on perceived hedonic value, but perceived hedonic value did not affect customer's behavioral intention. Second, there is no statistically significant difference in each path between male and female groups. Third, there was a statistically significant difference between regular customers and non-regular customers, only the path that the servicescape influences the perceived hedonic value. Conclusion: According to the results of this study, technical service and utilitarian value should be considered in order to induce behavioral intention of customers, and technical service quality should be considered first. Also, operating a beauty salon requires a differentiated approach to the salon servicescape according to the ratio of non-regular and regular customers. The beauty salon servicescape generally showed negative practical value for non-regular customers, but positive for the Hedinic value for servicescape such as comfortable service and clean interior for regular customers.

• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.346-359
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• 2014

Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers' shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.283-288
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• 2019

This study investigated how consumer's uncertainty avoidance affect purchase deferral intention when purchasing high-involved products (i.e. laptops) in online shopping, and we looked at whether utilitarian/hedonic consumption value has a moderating effect in this relationship. Results showed the higher the uncertainty avoidance, the higher the deferral intention. Also, only the utilitarian consumption value had moderating effect in this relationship. This means that in an information overload situation like online shopping, consumers are more likely to delay their purchase intention when they have more uncertainty avoidance. Thus, to prevent this purchase delay, marketers should selectively present relative product information, strategically emphasize the importance of certain product attribution to reduce consumers' uncertainty of the product or highlight the utilitarian values of product attributes that are expected to have a significant impact on decision making.

• Korean journal of food and cookery science
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• v.28 no.3
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• pp.285-298
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• 2012

This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.856-869
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• 2011

The purpose of this study is to provide implications for LOHAS(Lifestyle of Health and Sustainability) consumption growth. The study investigated the relationships between shopping value, LOHAS consciousness and LOHAS consumption. The finding of this study revealed that both hedonic and utilitarian shopping values had a positive effect on LOHAS consciousness and LOHAS consumption. We also found that the representative hedonic and utilitarian products(electronics) had the positive relationship between the both hedonic and utilitarian shopping values and LOHAS consumption. Furthermore, the representative hedonic LOHAS products(cosmetics) showed a positive relationship between hedonic shopping values and LOHAS consumption. However the representative utilitarian LOHAS product(detergent) did not show a relationship between utilitarian shopping values and LOHAS consumption. These findings are expected to provide marketing implications for LOHAS consumption growth. To improve consumers' LOHAS consumption, it is essential to focus on strengthening the hedonic value of the consumers, highlighting LOHAS consciousness. LOHAS consumption may improve the pride of consumers and increase the pleasure of the consumers. Additionally, it is necessary that publicity and education justify consumer behavior such that LOHAS consumption is socially responsible and it is a mature and exemplary action of citizens obligations to society.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.129-138
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• 2020

Recently the wearable technologies market has diversified to the point where even the leading fashion brands have adopted prototypes. For this reason, consumer- and fashion-centric perspectives on the consumption of wearable technologies are needed for a better understanding of the market. The author tests the effect of design aesthetics of a fictitious smartwatch (i.e., the wearable technology) as a key factor of non-functional hedonic consumption on consumer-perceived product value. The results of an online survey of 233 U.S. shoppers indicate a strong, positive effect of design aesthetics on both the perceived utilitarian and hedonic values of wearable technologies. Furthermore, the hypothesized moderation of gender is statistically confirmed in the mechanism of design aesthetics toward perceived utilitarian value, but gender is found to not moderate the effect of design aesthetics for the smartwatch on hedonic value. Male shoppers are found to be more positively influenced by perceived design aesthetics. Theoretical and managerial implications and study limitations are further discussed.

• Human Ecology Research
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• v.54 no.4
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• pp.405-414
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• 2016

The rapid change of consumer expectations in shopping environments has required retailers to actively adopt omni-channel services, however, limited research exists on the topic. We identify the effect of consumer's utilitarian shopping value on expectations for omni-channel services. An online survey was conducted on 176 subjects who had experience using omni-channel services. We employed Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical model to explore the mechanisms of consumers' acceptance of omni-channel services in fashion. We used SPSS ver. 22.0 and AMOS ver. 22.0 programs to analyze data. The results indicate that utilitarian shopping value has a positive effect on performance expectancy, effort expectancy, and social influence for omni-channel services. Performance expectancy for omni-channel services also has a positive effect on the purchase intentions of fashion products. Effort expectancy for omni-channel services also positively increases the purchase intentions of fashion products. Last, the social effect of omni-channel services has a significant positive effect on purchase intention. All the hypotheses were supported. The research findings can provide the fashion distribution industry with useful basic data to understand the needs of consumers who use multi-channels when establishing a new channel or marketing strategy.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.581-590
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• 2021

The purpose of the research was to investigate the characteristics of technology users, their knowledge about the technology and whether that affected technology adoption, and, through the measurement utilitarian value as a mediator, to find out whether the behavior toward mobile payment technology adoption is considered most effective during the COVID-19 pandemic, especially at this research locus, Central Java Province, Indonesian Batik SME consumers. The research methodology was quantitative with data processing using Structural Equation Modeling (SEM) with the final sample of 294 respondents' answers. To the best of the researcher's knowledge, this was an initial attempt toward a holistic and integrative approach to explain the adoption of mobile payment in Indonesia with different consumer characteristics in each region of Indonesia and varying levels of knowledge about mobile payment applications. The results show that the utilitarian value as a mediating variable only affected the relationship between the characteristics of technology users and adoption behavior. The findings of this study suggest that the stronger the knowledge of technology users, the more influential the adoption behavior of the mobile payment technology for Indonesian Batik small-, and medium-sized enterprise (SME) consumers during the COVID-19 pandemic in the new normal era.