• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.143-167
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• 2006

Despite the popularity of e-commerce, the understanding of preferred product types for information searches and purchase on the internet are not sufficient. This paper studies the effect of risk perception on information search behavior through online only, offline only, and on-offline together. Specially, this study classifies product types into search goods, experience goods, and credence goods. The study attempts to determine how the relationship between the perceived risk and the information search is influenced by the product knowledge level. The results show that the higher the risk perceptions about experience goods and credence goods, the more the consumer searches information through online and offline together when the consumer's knowledge level is low. When the consumer's knowledge level is high, however, the higher the risk perception regarding search goods, the more the consumer searches information through online only.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.43-48
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• 2010

Useful emails influence on consumers' purchase behavior and activate them to visit retail stores. Regular contact with consumers by e-mail has positive effects on brand loyalty. However, email marketing has a limitation. Spam now accounts for over half of all e-mail traffic. The increase of email users has resulted in the dramatic increase of spam emails during the past few years. In this paper, we proposed an ontology-based system offering personalized email services to overcome such limitation. Our method is not the ontology-driven spam filtering, but a personalized content service considering personal interests and relations among people by using FOAF and domain ontologies. Our system was successfully tested in email marketing domain.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.537-550
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• 2023

This study investigates the impact of Hallyu human brands on consumer behavior, given the increasing influence of Hallyu human brands due to their global spread and the limited academic discussions surrounding this topic. The research examines the role of self-congruity, human brand attachment, and brand equity factors. An online survey was conducted, targeting Chinese consumers who are highly engaged with the Korean Wave. Data from 403 respondents were analyzed. The results reveal that both ideal and actual self-congruity with the Hallyu human brand significantly affected attachment to the brand, while social self-congruity was found to be insignificant. Furthermore, attachment to Hallyu human brands positively influenced brand recognition, perceived quality, brand image, and brand loyalty.

• Information Systems Review
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• v.23 no.3
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• pp.25-50
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• 2021

Though there have been a lot of studies about online product review, the effects of highlighted reviewhave not been examined enough. Highlighted review is a type of review that the platform designer changes its size or position in order to highlight without any sponsorship or incentive. The main subject of this study is about how highlighted review type affects consumer's perception and behavior in online information acquisition. We collected data from 171 subjects to test hypotheses. Using three different types of screen captures, we compared three groups - general review group, positive highlighted review only group, and both positive and negative highlighted review group. As a result, disclosing both of positiveand negative highlighted review was perceived more useful than disclosing only positive highlighted review. However, correlation between highlighted review type and review skepticism was not statistically significant. The impacts of review usefulness and skepticism on platform credibility were statistically significant, and the correlation between platform credibility and usage intention was also significant. All of results is almost similar across two product types, search goods and experiential goods. This research provides practical implications to online shopping platform designers when they design review systems to make people use their platforms.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.185-194
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• 2015

We are living in big data. Specially, female consumers are the hottest issue. Female consumers have a great effected on consumer culture as comparing male consumers. Therefore, this study analysis characteristics of female consumers through case study and literature review. The summarized results of research are as follows. First, percentage of economically active population of unmarried female of 20s is high, so they actively spend lots of money on buying goods and so on. Second, they are ahead of the curve and follow entertainers. Third, domestic case studies(SD online buz marketing, C.S.I. Shinsegaemall project, Service center only for female consumers of Shinhan Card, Travel Service of Lotte Tour) and international case studies(Big data service of Target, ZARA, and Walmart) show that if we utilize big data, we can raise re-purchasing desire and analysis needs of female consumers and create new female consumers.

• Information Systems Review
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• v.23 no.3
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• pp.127-158
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• 2021

Many online travel agencies (OTAs) provide average ratings and time-relevant information or the most recently posted reviews regarding hotels to satisfy customers. To identify these two factors' relative influence on behavioral decision-making processes, we conducted two studies: (1) an experimental research design to explore the relative influence of the two on online review consumption and (2) an empirical approach to examine their relative impact on online review generation. The results show that when review posters observe an inconsistency between average ratings and recent reviews, they tend to deviate from the recent reviews regardless of the overall direction (reactance behavior). Meanwhile, review consumers tend to conform to the opinions presented in recent reviews (herding behavior). Additionally, in both cases, the effects are amplified in case of a negative aberration. Based on the findings, this study provides theoretical and practical implications regarding the relative influences of average rating and recently posted reviews and their different impacts on online review consumption and generation.

• Fashion & Textile Research Journal
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• v.18 no.3
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• pp.317-326
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• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.

• Fashion & Textile Research Journal
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• v.22 no.3
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• pp.335-348
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• 2020

This study examines the cultural differences in Korea and the United Kingdom, and how they affect consumer complaint behavior(CCB). Technological advances allow consumers to easily access information anywhere in the world using the internet thus they demand even higher expectations from the sellers. Consumers from different cultural backgrounds, especially the millennial generation, have different ways of expressing a dissatisfying shopping experience. For this comparative study, in-depth interviews were conducted based on the methodology set by grounded theory. The results of the axial coding produced by recombining the data from open coding were visualized as a paradigm model. The main phenomenon of attitude towards complaining was formed following the causal conditions of dissatisfaction that occurred after purchasing fashion products online. The contextual condition, which is the cultural factors, affects the formation of the attitude towards complaining; and the intervening conditions, which are personal value and amplifications of dissatisfaction, had a moderating effect between the causal condition and the main phenomenon. Complaining costs, the likelihood of successful complaint, attribution, and the importance of the product were the determinants of the complaining behavior after the attitude towards complaining was formed. As a result, there were three classifications of consumer complaining behavior: no action, private action, and public action. This research will serve as a guide for online companies that wish to enter the UK fashion industry with a competitive edge.

• Journal of Intelligence and Information Systems
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• v.29 no.1
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• pp.289-305
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• 2023

The rapid increase in the use of mobile devices is changing consumers' online shopping behavior. However, the difference in the effect on the conversion rate according to the time when consumers switch from a small screen to a large screen has not been sufficiently studied. In addition, the differences in the effect of device conversion on purchase performance according to the characteristics of each country's infrastructure have not been sufficiently studied. Against this background, this study aims to analyze whether the timing of switching from mobile devices to PC devices and the country's mobile Internet penetration rate are moderating the positive effect of device switching on purchase performance. For empirical analysis, Google Merchandise Store data was collected and 101,466 data from 130 countries were analyzed with a multilevel model. As a result of the analysis, consumers' device switching (i.e., mobile to PC) had a positive effect when it occurred in the middle of the consumer journey. However, it was analyzed that when device switching occurred at the later stage of the consumer journey, it had a negative effect on purchase performance. In addition, it was analyzed that the higher the mobile Internet penetration rate, the weaker the positive effect of consumer device conversion on purchase performance.

• Journal of the Korea Convergence Society
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• v.12 no.7
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• pp.159-167
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• 2021

The increasingly severe environmental problems such as resource depletion and ecological damage, and consumers' concern for sustainable fashion, make the fashion industry chain develop towards green energy saving. The purpose of this study is to explore the attitude and consumption psychology of specific groups towards sustainable fashion consumption, as well as their specific views and attitudes towards recycled textiles or fabrics for re-manufacturing clothing. This paper attempts to understand how the characteristics of recycled clothing affect consumer. Based on the review of relevant literature, a series of determinants affecting consumer behavior is determined, and the characteristics of recycled products, such as expression value and social value, are determined. An online questionnaire was designed based on this conceptual framework, and 226 valid, complete answers were received. The results show that the emphasis on social value and environmental protection consciousness can effectively affect consumers' decision-making. These findings were helpful to the research of whole green environmental protection and ecological clothing recycling industry system, promote the sustainable development of the clothing industry.