• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.4
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• pp.374-383
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• 2020

This study verified the difference in the influence on the value principles held by the consumers while examining the influence of the characteristics of the online shopping mall on the purchase intent by using a TAM2 model. First, the characteristics of online shopping malls were proven to have a positive effect on the perceived ease of use and perceived utility. Second, a look at the effect of the online shopping mall characteristics on the emotional response shows that only the system quality and product quality variables had a positive effect on the emotional response. Third, the perceived ease of use, perceived utility and emotional response of online shopping mall users had a positive effect on their perceived value. Fourth, multi-group analysis was conducted to examine the difference between utilitarian goods and hedonic goods by categorizing what was purchased at online shopping malls. The results showed differences between the groups. This study is attempted to investigate various influencing factors on consumers' intention to revisit online shopping malls. In addition, the author also attempted to understand the behavior of online shopping mall visitors by dealing with more than the technical attributes and emotional aspects of shopping malls.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.155-158
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• 2008

오늘날 다양해지는 산업구조에서 가장 핵심적인 분야로 떠오르고 있는 서비스는 국가의 미래전략사업으로 현재 각 국가들은 서비스를 중요한 이슈로 타 학문과의 연계 가능성에 대한 연구가 진행되고 있다. 서비스란 국가의 생활환경과 문화 수준에 따라 현저한 차이를 보이고 있지만 신 개념의 서비스는 접근방법에 있어서 소비자가 원하는 요구조건을 개인의 특성에 맞는 맞춤형서비스라는 공통된 방식으로 진행되고 있다. 동양에서의 서비스란 단순히 무료로 가치를 보상받지 않고 육체적, 물리적 가치를 상대에게 제공한다는 의미로 해석되고 있는 반면, 서양에서 서비스 개념은 가치를 제공함 으로서 합당한 대가를 돌려받는다는 의미로 해석된다. 이러한 서비스의 개념은 디자인을 서비스라는 시각에서 볼 때 소비자에게 가치의 제공이라는 개념으로 지금까지 많은 기업 및 산업체에서는 디자인을 실시하는 행위가 소비자를 위한 서비스 제공이라는 개념으로 생각하지만 실제 디자인에서 서비스 접근방법은 명확한 기준과 근거가 부족한 편이다. 따라서 본 연구에서는 기존 연구에서 밝혀진 부산 관광자원의 중요 요소인 쇼핑환경을 개선하기 위해 소비자의 이용 빈도가 높은 부산시 마트(Mart)를 중심으로 이용자에게 좀더 편리한 쇼핑환경을 제공하기 위한서비스디자인 방법을 연구하고자 한다. 연구방법에 있어서는 실제 마트(Mart)를 이용하는 소비자의 심리분석과 문제점, 행동분석을 통해 쇼핑환경을 개선하고 이용자에게 편리한 제품디자인 방법을 연구하여 마트(Mart)의 서비스 디자인 방법을 찾아본다.

• Proceedings of the Korean Information Science Society Conference
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• 1999.10b
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• pp.90-92
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• 1999

최근 전자상거래를 위해 개발되는 대부분의 쇼핑에이전트들은 고객의 선호도를 고려하지 않은 일차원적인 비교, 예를 들어 가격비교 기능만을 가지고 있다. 이러한 일차원적 비교는 다양한 상품 특성을 고려할 수가 없다. 고객이 상품을 구매할 때 만족을 얻지 못하는 것은 그들이 서로 다른 성향을 가지고 있기 때문이다. 따라서 고객에게 가치 있는 상품 정보를 제공할 수 있는 지능형 쇼핑에이전트의 개발이 전자상거래에서 요구된다. 본 논문에서 우리는 다차원 비교쇼핑을 지원하는 지능형 쇼핑에이전트를 제안한다. 이것은 다양한 고객 선호도에 따른 고객의 요구에 부합되도록 한다. 고객의 선호도를 예측하기 위해서 쇼핑에이전트는 고객으로부터의 피드백과 트랜잭션 정보를 분석한다. 그리고 다음 구매를 위해 고객 선호도를 재 산정한다. 이러한 지능형 쇼핑에이전트는 고객 선호도의 변화에 능동적으로 적응해야 한다. 본 연구의 대상 상품은 책이다. 본 논문에서 제안하는 쇼핑에이전트는 서로 다른 선호도를 가진 각각의 고객에 대해서 유용한 결과를 보인다. 이러한 실험을 통해 우리는 고객 선호도의 변화를 확인할 수 있다.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.11
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• pp.1475-1484
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• 2005

The purposes of this study were 1) to examine the dimension of fashion shopping mall attributes and shopping value related to online shopping, and 2) to investigate the effects of fashion shopping mall attributes and shopping value on purchase intention in online shopping. Data were obtained from 423 online fashion shopping mall consumers who have experiences of buying products or visiting to online fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, path analysis of LISREL 8.53. The results showed online fashion shopping mall attributes were composed of Visual information, Loading speed Space composition, Product assortment, Checkout service, and Help desk. Shopping value perceived by online fashion shopping mall consumers were consisted two factors: Hedonic value and Utility value. Hedonic value and Utility value Perceive by online consumers were influenced by Product assortment, Visual information, Help desk, and Space composition of shopping mall. Additionally, hedonic and utility shopping values perceive by online consumers impacted online purchase intention. Findings suggest that fashion shopping mall attributes mediated by shopping values are important in predicting purchase intention of online shopping mall. Implications are drawn for the information useful to consumer behavior researchers and retailers of online fashion shopping mall.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.151-162
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• 2014

One of the largest changes in retail business in Korea since the distribution market was opened in the mid 1990s is the appearance of foreign discount stores and the rapid growth of department stores. Discount stores and department stores have changed the structure of distribution business which has been primarily made up of traditional markets and supermarkets that have been the main retail markets in Korea. The retail business is changing from just a product purchasing place to a space where various values such as pleasure, happiness, etc. are provided. Therefore the purpose of this research is to grasp the effects that the shopping experience values at department stores have on the department brands, images, and awareness by means of theoretical and empirical research. Especially I classified the shopping experience values, an independent variable, into aesthetics, pleasures, consumers' interests, and services' excellence, and I verified whether they have a meaningful effects on the brand recognition and image, an endogenous variable, and the store royalty, a final various. A total of 235 questionnaires were used for analysis to test the research hypotheses. The positive analysis was done with SPSS 17.0K and AMOS 17.0 covariance structure analysis was performed. As a result, variables of the shopping experience values except consumers' interests seemed to have not only right influences on recognition and image, but also right influences on store royalty. Therefore this research shows that department store customers not only make use of department stores to buy products, but also visit department stores to get the values of pleasure and happiness, and that these aspects have a greater influence on the department store's image, recognition, or royalty in a sense.

• 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.

• Journal of Distribution Science
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• v.10 no.4
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• pp.21-28
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• 2012

While recent economic stagnation has left consumers dispirited, rapid growth has been seen in the domestic coffee industry recently. With the growth in coffee consumption, a tremendous increase in the number of specialty coffee shops has been seen in the domestic coffee market. The expectation that markets specializing in coffee will continue to grow for a long time will cause existing enterprises to expand their shops and increase the rate of entry of new shops. Intense competition in the domestic coffee market will force companies to create a competitive advantage through differentiated marketing strategies. This paper focuses on how the shopping value and repatronage intention of customers using coffee shops is affected by service quality. Moreover, this paper intends to examine the service quality that is critical for the successful management of relationships and the values that are important to consumers. For these purposes, the discriminative effect of service quality on shopping value was analyzed and the effect of utilitarian and hedonic value on repatronage intention was reviewed. The results of this study are detailed below. First, interaction and outcome quality can positively affect the hedonic value, whereas environment quality is not meaningful for utilitarian value. Considering the relative effect on utilitarian value outcome, the effect of outcome quality is greater than that of interaction. This result shows that the role of outcome quality is most important for improving utilitarian value. Second, outcome and environment quality positively affect hedonic value; however, interaction quality does not meaningfully increase hedonic value. These results indicate that customers recognize hedonic value on the basis of their evaluation of the service outcomes and the background to delivery service. In particular, it was revealed that the relative effect of outcome quality on hedonic value is greater than that of environment quality. Third, both utilitarian value and hedonic value had a positive effect on repatronage intention. The relative influence of the hedonic value is that the shopping value affects the repatronage intention more than the utilitarian value. These results mean that customers recognize coffee shops as spaces for satisfying utilitarian and hedonic values, and they place more importance on the benefits of the emotional experience than functional needs. Finally, this study suggests that output quality is more important than other service factors, and the results of this paper give some implications to the coffee shop industry that customers seek utilitarian needs based on economic value and place more weight on hedonic value, such as that offered by relationship media.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.3
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• pp.105-113
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• 2012

There are many studies about the relationship between customer satisfaction and SCM, web site quality or online Word of Mouth (WOM). When a customer wants to purchase any product online, he has to watch the detail of a online shopping web by computer. So the web sits' quality can be very important for the customer to get enough information. Recently, internet shopping malls are very much prospered. To understand why these kinds of internet transactions become very popular, this study investigates a possible effect of such crucial factors as web site quality, supply chain management(or deliver service), and online Word of Mouth(WOM) of an internet shopping mall to its customer satisfaction and trust, eventually leading to purchasing product and services. This study develops a experimental research model and tests it based on 170 survey response using regression analysis.. The finding of this research implies that system quality, information quality, quick and correct, accurate delivery service, and online WOM are influential factors to the performance of online shopping mall, while design quality, cost of delivery do not affect relationship significantly.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.11
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• pp.1482-1494
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• 2004

This study identified convergent validity and discriminant validity of measurement variables by factor analysis using Spss program and tested covariance measurement model including latent variables such as the website attributes (interactivity, search and visual information of website), shopping values(utilitarian and hedonic value) and attitude toward website by AMOS program. The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The results were as follows: Variables that reduce validity were deleted in the several steps of factor analysis and initial measurement model testing. Final measurement model was constructed by valid variables was accepted. This measurement model will be input for testing causal research model that can explain how attributes of the website influences on consumer attitude toward the website.

• The Research Journal of the Costume Culture
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• v.16 no.6
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• pp.1126-1141
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• 2008

The purposes of this study identify how attributes of the website impact on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables (interactivity and shopping value), meditated variables(relationship commitment), and dependent variables(attitude toward website). The data were collected from a sample of 239 internet shopper of college female students. The covariance structural model and research hypothesis analyzed by using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity and shopping value of website have a positive influence on relationship commitment. Third, interactivity, shopping value of website, and relationship commitment have a positive impact on attitude toward the website. Forth, even if shopping value has not a positive influence on attitude toward the website, it was found to have a significant effect on attitude toward the website through the relationship commitment.