Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Message Sidedness of Fashion Salespersons on Consumer Behavior -Focusing on the Mediating Effects of Salespersons' Trust and Cognitive Effort-

패션점포 판매원 메시지의 측면성이 소비자 행동에 미치는 영향 -판매원 신뢰와 인지노력의 매개효과를 중심으로-

  • Kwon, Ki Yong (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Mi Ah (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2017.08.10
  • Accepted : 2017.11.21
  • Published : 2018.02.28
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Abstract

Message sidedness of fashion salespersons on consumer behavior with the consideration of the mediating roles of trust and cognitive efforts, and the moderation of a regulatory focus of consumers. Two scenarios were devised, a single message in which a salesperson explains only the advantages of a product to customers, and the second with a double message that explains both the advantages and drawbacks of the product. The results showed that participants trusted a fashion salesperson more and perceived stronger cognitive effort for two-sided messages. The two-sided messages mediated the consumer's trust in the salesperson and cognitive effort, and influenced consumers' buying behavior. This study also found that salesperson trust was stronger in the two-sided messages scenario than in the one-sided message scenario, regardless of consumers' focused preference, and that it was more effective for promotion focus customers. The analysis of the results on consumers' cognitive effort indicated that prevention focused customers did not exhibit any difference in cognitive effort concerning two-sided messages. However, promotion focused customers exhibited an increased cognitive effort in the two-sided message scenario than in the one-sided message scenario. Marketing implications were discussed based on the findings.

Keywords

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