• Knowledge Management Research
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• v.23 no.4
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• pp.275-294
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• 2022

In recent years, with the continuous integrative development of e-commerce and social media, social commerce, as a trust-centered social transaction mode, has become an important performance form of e-commerce. The good experience of online community and abundant user-generated content (UGC) attract more and more users and businesses to participate in the community contribution. In this context, the cost of accessing information is continuously decreasing, which not only makes the purchase process more concise and efficient, but also greatly increases the possibility of consumers' impulsive consumption. However, there are very few empirical studies on the internal influencing mechanism of consumers' impulsive consumption based on the characteristics of UGC for social commerce. In view of this, based on S-O-R model, this study constructs a model of consumers' impulsive consumption in the context of social commerce from the characteristics of UGC, with perceived risk as the mediating variable and tie strength as the moderating variable. The results show that content authenticity, content usefulness, and content valence of UGC have significant negative impacts on consumers' risk perception in the process of purchase decision-making, and consumers' perceived risk has a significant negative impact on consumers' impulsive consumption. Meanwhile, the tie strength between UGC producer and UGC receiver plays a moderating role between content usefulness and perceived risk, as well as between perceived risk and impulsive consumption. Finally, combined with the above findings, this study provides effective suggestions for relevant participants in social commerce in terms of business management.

• Science of Emotion and Sensibility
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• v.19 no.1
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• pp.71-82
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• 2016

Consumers tend to perceive the shoes as just their footwear to protect and comfort foot and fashion products to decorate and express their self-images. Even though online market research analysis indicated shoes consumption is important in daily life of consumers, there is limited research that was conducted specifically on shoes e-market. The research investigates the process of shoes' e-impulse buying focusing on the effects of shopping orientation, marketing stimulus and consumers' perceived risk in shoes market at Internet. A total of 408 self-administered questionnaires were obtained from universities students, who had experienced the e-impulse buying of shoes at least once for the last six months. Results confirmed that consumers who had higher hedonic shopping orientation or brand shopping orientation were more likely to consider the marketing stimuli (e.g., promotion stimuli and product stimuli), whereas consumers who had higher economic shopping orientation were consider the lower marketing stimuli and the more perceived functional risk in the e-shopping context of shoes. For shoes, marketing stimulus had directly positive effects on e-impulse buying, while consumers' perceived risk had no significant effects on e-impulse buying. The findings suggest that the market stimulus, which is affected by consumers' shopping orientation, is an important factor in triggering e-impulse buying of shoes.

• International Commerce and Information Review
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• v.18 no.1
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• pp.3-27
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• 2016

The purpose of this study is to analyze satisfaction and repurchase intention at the website of overseas direct purchase by customers characteristics and Site characteristics. There are two independent variables, one of the variable is customer characteristics that defined innovativeness, perceived risk, benefit recognition and shopping orientation. The other variable is site characteristics that defined assortment of stock, convenience, trust, customer service. This research results show that customers characteristics including perceived risk, and benefit recognition effect on customer's satisfaction and the site characteristics such as assortment of stock, trust, customer service are significantly influence on customer's satisfaction. Lastly, analysis on how customer's satisfaction influences on repurchase was verified.

• Proceedings of the Korean Society of Computer Information Conference
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• 2021.07a
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• pp.705-706
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• 2021

본 연구에서는 4차 산업기술에 대한 소비자들의 인지 정도를 살펴보고 이러한 기술들이 향후 인간의 삶에 미칠 위험에 대해 어떻게 지각하는지를 탐색하고자 한다. 즉, 4차 산업기술로 대표되는 5G, 블록체인, 인공지능, 10기가 인터넷, 증강현실·가상현실, 사물인터넷, 양자 컴퓨팅 등이 인간의 삶을 이롭게 할 것이라 믿는지에 대한 의문에서 출발한다. 분석결과, 7가지 신기술 중 10기가 인터넷과 양자 컴퓨팅을 제외한 5G, 블록체인, 인공지능, 증강현실·가상현실, 사물인터넷 등에 대한 소비자들의 인지 정도가 높을수록 해당 기술의 위험지각은 낮아지는 것으로 나타났다. 본 연구는 4차 산업기술이 우리의 소비생활에 보다 잘 융화될 수 있도록 하는 정책적 단초를 제공할 것으로 기대된다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.1
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• pp.147-159
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• 2021

After the 2020 Corona 19 pandemic, consumers' online consumption is increasing rapidly, and non-store online retail channels are showing high growth. In particular, social media is gaining its status as a social media market where direct transactions take place in the means of promoting companies' brands and products. In this study, changes in consumer behavior after the Corona 19 pandemic are different in choosing online shopping media such as existing online shopping malls and SNS markets that can be classified into open social media and closed social media when purchasing agri-food online. We tried to find out what type of product is preferred in the selection of agri-food products. For this study, demographic characteristics of consumers, perceived risk of consumers, and dietary lifestyle were set as independent variables to investigate the effect on online shopping media type and product selection. The summary of the empirical analysis results is as follows. When consumers purchase agri-food online, there are significant differences in demographic characteristics, consumer perception risks, and detailed factors of dietary lifestyle in selecting shopping channels such as online shopping malls, open social media, and closed social media. Appeared to be. The consumers who choose the open SNS market are higher in men than in women, with lower household income, and higher in consumers seeking health and taste. Consumers who choose the closed SNS market were analyzed as consumers who live in rural areas and have a high degree of risk perception for delivery. Consumers who choose existing online shopping malls have high educational background, high personal income, and high consumers seeking taste and economy. Through this study, we tried to provide practical assistance by providing a basis for judgment to farmers who have difficulty in selecting an online shopping medium suitable for their product characteristics. As a shopping channel for agri-food, social media is not a simple promotional channel, but a direct transaction. It can be differentiated from existing studies in that it is approached as a market that arises.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.11
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• pp.701-710
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• 2018

This study aims to verify the mediating effect of perceived risk of internet shopping mall users' innovativeness on product purchase intention. Research subjects included consumers with prior experience of using internet shopping malls, and 405 respondents were used for final analysis. The major findings of the study are as follows: First, as a result of the investigation on the relationships among users' innovativeness, perceived risk, and product purchase intention, all correlation coefficients were positive. Second, consumer innovativeness was found to significantly influence perceived risk and purchase intention, and perceived risk mediated the relationship between consumer innovativeness and purchase intention. Third, when we performed sub-group analysis on the research model by dividing products into hedonic and utilitarian products, it was found that hedonic products revealed path coefficients which are statistically more significant compared with those for utilitarian products. We can draw the conclusion that in terms of internet shopping mall purchases, hedonic products exert a greater influence on the effect of consumer innovativeness on purchase intention compared to utilitarian products.

• Asia Marketing Journal
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• v.6 no.2
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• pp.3-22
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• 2004

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands. We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk. Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.

• Journal of Venture Innovation
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• v.5 no.2
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• pp.1-14
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• 2022

Mobile shopping goes beyond the level of a tool that simply supports consumers' shopping in-store and creates a new level of experience for consumers through offline connection. It is important to acquire new customers in order to gain a competitive advantage through mobile shopping, but it is more important to maintain a continuous transaction relationship with the secured customers. Existing mobile shopping-related studies can be largely classified into three categories such as a study on the characteristics of mobile consumers, a study on the characteristics of a mobile shopping mall, and a study on the characteristics of mobile shopping itself. Therefore, this study aimed to analyze the impact of perceived value, perceived risk, and innovativeness on trust in mobile shopping. In order to investigate the impact of perceived value, perceived risk, consumer innovativeness on the trust in mobile shopping, consumers who have experience in purchasing products through mobile were investigated. The data collected in this study were verified the reliability and validity of the measurement items based on the measurement validation process. In this study, regression analysis was performed by selecting perceived value, perceived risk, innovativeness as independent variables, and trust as dependent variables. As a result of the analysis, perceived value, innovativeness had a positive impact on trust and perceived risk had a negative impact on trust. As a result of analysis, three hypotheses were supported. Finally, implications of the research are presented, and limitations and directions for future research are described.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.153-173
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• 2002

The purpose of this study was to investigate the relationships of store service quality, evaluative criteria, perceived risk and impulsive buying behavior of apparels. Data were collected from 481 women living in Busan and analysed by factor analysis, frequency analysis, Cronbach's $\alpha$, multiple regression analysis. The results were as follows: 1. The overall perceived risk was emerged the relationship to the easy-of-care and prestige/brand royalty of apparel products in evaluative criteria. The lower scores of salesperson service and store atmosphere were the high perceived performance risk by consumers. But the color/style of apparel products influenced positively performance risk. The care risk was emerged the relationship to the easy-of-care. And the time convenience loss risk and socio-psychological risk was influenced by prestige/brand royalty of apparel products. 2. The impulsive buying behavior of apparel products was influenced by care risk, performance risk and the store atmosphere. The results showed that perceived risk were influenced partially by store service quality and evaluative criteria of apparel. When were impulsive buying behavior of apparel products, consumers were influenced by care risk that easy-of-care and change after cleaning, and performance risk that coordination and the cost of buying, and then, were influence by store atmosphere and interior.

• Management & Information Systems Review
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• v.36 no.2
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• pp.113-132
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• 2017

This research focuses on the effect of consumer's innovativeness and the trust in other domain affecting the intention to use mobile payment services. The result of this paper reveals that consumer's innovativeness has both a direct impact on the intention to use mobile payment services and a indirect impact. Relative advantage and image play a mediating role between consumer's innovativeness and the intention to use mobile payment services. Moreover, the study reveals that the trust in other domain not only directly affects on the intention to use mobile payment services but also indirectly affects by mediating relative advantage, image, and perceived risk. This study indicated that a customer's established trust in other domain influences his or her trust in mobile payment services. Electronic payment service providers should consider that the trust-building process encompasses other domain as well as mobile relationships. And electronic payment firms should do their best to reduce customers' perceptions of risk.