• Title/Summary/Keyword: Behavioral Commitment

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The effects of consumers' sense of community regarding outdoor brand on behavioral commitment, purchasing satisfaction, and repurchasing intention (아웃도어 브랜드에 대한 소비자의 공동체의식이 행위적 몰입, 구매만족도 및 재구매의도에 미치는 영향)

  • Jang, Eun-Jeong;Ann, In-Sook;Lee, Eun-Jin
    • The Research Journal of the Costume Culture
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    • v.23 no.5
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    • pp.906-921
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    • 2015
  • This study analyzed the effects of consumers'sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers'consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers'sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers'sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers'behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers'sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers'sense of community with sustainable management activities that save the environment and local community.

The Influence of Perceived Price and VMD Fitness of SPA Brand on Multi-dimensional Commitment (SPA 브랜드의 지각된 가격과 VMD 적합성이 다차원적 몰입에 미치는 영향)

  • Shin, Mi-Hyang
    • Journal of Digital Convergence
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    • v.10 no.3
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    • pp.39-49
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    • 2012
  • The purpose of this study is to analyzed that the perceived price and VMD fitness of the SPA(speciality store retailer of Private label Apparel) brand characteristics impacts on multidimensional commitment consist of affective commitment, calculative commitment and behavioral commitment. Using SPSS 18.0 and AMOS 18.0 by structural equation modeling analysis, we found that perceived price have effects on affective commitment, behavioral commitment and calculative commitment significantly, and VMD fitness have effects affective commitment significant only. Affective commitment and calculative commitment on behavioral commitment was affected significantly. Through this study we found that perceived price and VMD fitness SPA brand maintaining relationships between the consumer and the seller are an important factors.

A study on the Effect of Participatory Motives and Social Influence in Online Community on Commitment (온라인 커뮤니티에서 개인의 참여 동기와 사회적 영향 요인이 몰입에 미치는 영향)

  • Lee Moon-Bong;Kim Eun-Jung
    • The Journal of Information Systems
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    • v.14 no.2
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    • pp.191-214
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    • 2005
  • The interests and impacts on the phenomena online are increasing, due to the development of the Internet. Above all, the importance of the online community, which is similar to the community in reality and has a feature being easily committed is on the rise. Firms are transformed into a relationship for successful e-business in line with the online community utilization, as the digitalization society develops. Hereby, this study was intended to empirically analyze the impacts of individual participatory motives (perceived usefulness, perceived. ease of use and perceived playfulness) in the online community and social influences (subjective norm, visibility and image) on the user's attitudinal and behavioral commitment. In the empirical study of this study, a questionnaire survey was conducted targeting individuals who participated in the online community, and the related data was collected through on/offline. Finally, 280 samples were used in the analysis. The results of the major hypotheses test using the covariate structural model analysis are as follows: First, there are differences in the impacts of individual participatory motives in the online community and social influence factors on the commitment. The individual participatory motives in the online community influence the behavioral commitment positively, but the social influence factors are not significant. Second, the attitudinal commitment in the online community shows a mediate effect on the behavioral commitment in the subjective norms and image variables excluding visibility. Third, the relationship between the attitudinal commitment and behavioral commitment is significant.

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A study on sports commitment, brand satisfaction, and brand loyalty of female university students in their 20's (20대 여대생의 스포츠 운동몰입, 브랜드 만족도, 브랜드 충성도에 관한 연구)

  • Rhee, YoungJu
    • The Research Journal of the Costume Culture
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    • v.23 no.4
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    • pp.673-685
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    • 2015
  • The purpose of this study was to investigate the relationships between sports commitment, sportswear brand satisfaction, and brand loyalty of female university students in their 20s. Two hundred surveys were distributed to female university students, and 185 responses were used for the final analysis. The SPSS program was used with a reliability test and factor, frequency, path analysis. Based on the literature review, the following five hypotheses were suggested. H1: Cognitive commitment will have a positive effect on the behavioral commitment of sports commitment factors. H2: The behavioral commitment of female university students will have a positive effect on brand satisfaction. H3: Sportswear brand satisfaction will have a positive effect on continuous brand loyalty. H4: Cognitive commitment will have a positive effect on habitual brand loyalty. H5: Continuous brand loyalty will have a positive effect on habitual brand loyalty. The results of this study showed that first, after the factor analysis, there were two factors of sports commitment (behavioral commitment and cognitive commitment). Second, the path analysis results revealed that there were significant relationships between sports commitment factors (cognitive commitment and behavioral commitment), sportswear brand satisfaction, and brand loyalty factors (continuous brand loyalty and habitual brand loyalty). The results revealed that cognitive commitment had a positive relationship with behavioral commitment, which had a positive relationship with sportswear brand satisfaction. Sportswear brand satisfaction had a positive relationship with continuous brand loyalty, which had a positive relationship with habitual brand loyalty. Cognitive commitment also had a positive relationship with habitual brand loyalty.

The Effect of CSR Identity on Consumer Perception and Behaviors (CSR Identity가 소비자 지각과 행동에 미치는 영향에 관한 연구)

  • Kim, Young Hyung
    • Journal of Digital Convergence
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    • v.11 no.4
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    • pp.189-196
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    • 2013
  • The main purpose of this study was to investigate the effect of CSR identity on customer-corporate identification and to explore the effect of customer-corporate identification on consumers' affective commitment and behavioral commitment intention. Indeed, this study investigated the mediating role of affective commitment in linking customer-corporate identification and behavioral commitment intention. Results found CSR identity to be a statistically significant construct that has an impact on consumers' customer-corporate identification. The result also showed that customer-corporate identification had positive effect on customers' affective commitment and behavioral commitment intention. And affective commitment was found to be a statistically non significant mediator that explaining the relationship between customer-corporate identification and behavioral commitment intention.

The Effect of Self-efficacy and Commitment on Functional Satisfaction and Repurchase Intention of Mountaineering Apparels (등산객의 자기효능감과 몰입이 등산복의 기능성 만족도 및 재구매의도에 미치는 영향)

  • Hong, Byung-Sook;Kim, Chan-Ho;Lee, Eun-Jin
    • Fashion & Textile Research Journal
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    • v.12 no.5
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    • pp.599-607
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    • 2010
  • This study analyzed how the self-efficacy and commitment on functional satisfaction and repurchase intentionof mountaineering apparels. The survey was conducted over the climbers with 298 subjects. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and regression analysis. The results showed that the self-efficacy of climbers were classified into self-regulated efficacy, self-confidence, and task difficulty preference, and the commitment of climbers were classified into behavioral commitment and cognitive commitment. The self-regulated efficacy and self-confidence influenced the behavioral commitment and the self-regulated efficacy influenced the cognitive commitment. The behavioral commitment and cognitive commitment influenced the functional satisfaction and repurchase intention of mountaineering apparels. The functional satisfaction influenced the repurchase intention of mountaineering apparels.

A Role of Functional and Symbolic Image of the Brand (브랜드의 기능적 이미지와 상징적 이미지의 역할)

  • Yoon, Sung-Wook;Yoon, Dong-Il
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.16 no.3
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    • pp.1745-1752
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    • 2015
  • This study provides a framework for understanding the effects of brand image(symbolic and functional) on emotional commitment and behavioral commitment. First, the causal relationships between brand image, emotional commitment and behavioral commitment were examined. Second, the mediating effects of brand trust were also examined. Undergraduate students(N=217) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study reveal that both of symbolic and functional brand image are positively related to brand trust. Brand trust also have positive effects on emotional commitment and behavioral commitment. Based on the results, some recommendations for company are discussed and future research directions are outlined.

The Effects of Perceived Consumption Value on Brand Identification, Emotional Commitment and Behavioral Commitment (지각된 소비가치가 브랜드 동일시, 감정몰입 및 행동몰입에 미치는 영향)

  • Yoon, Sung-Wook;Seo, Mi-Ok;Yoon, Dong-Il
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.16 no.9
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    • pp.5989-5997
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    • 2015
  • The purpose of this study is to identify consumers' perceived consumption values and to examine the causal relationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study show that; first, psychological value and personality value have positive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment; third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined.

The Effects of Perceived Switching Costs on Users' Loyalty to a Library (도서관 이용자가 지각하는 전환비용이 충성도에 미치는 영향에 관한 연구)

  • Yu, Grace B.;Park, Soyeon
    • Journal of the Korean Society for information Management
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    • v.33 no.4
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    • pp.159-174
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    • 2016
  • In order to apply the concept of switching costs to the library context, this study aims to identify library users' perceived switching costs, develop and validate a measurement scale for switching costs. A survey involving 210 university students was performed in order to examine the influence of switching costs on the affective commitment and behavioral commitment. Library users' perceived switching costs refer to the procedural and relational costs involved in switching from one library to another. The results of this study show that two types of switching costs as well as library service satisfaction have positive influences on affective commitment, which in turn affects behavioral commitment. The theoretical and practical implications of this study are discussed.

The Effects of Fashion Blog Features on Commitment, Satisfaction and Word-of-Mouth Intention (패션블로그의 특성이 몰입, 만족 및 구전의도에 미치는 영향)

  • Hong, Byung-Sook;Kwon, Yoo-Jin;Lee, Jae-Wook;Ryu, Eun-Suk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.36 no.2
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    • pp.244-257
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    • 2012
  • This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April $23^{rd}$ to May $2^{nd}$, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.