• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.249-256
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• 2017

Luxury goods products have a steady stream of consumers, and the latest trend is the sell and purchase markets. The consumers age groups also vary widely. This research examined the mediating effect of self-construal of the relationship between brand consistency and intention to purchase luxury fashion products. The analysis classified the brand consistency of luxury fashion products as social, actual, and the deal. First, the order of consistency that had an effect on self-construal appeared in the order of social cohesion, actual coincidence, and ideal coincidence. Second, an analysis of mediating effect of self-construal showed that only self-construal appeared to have a partial mediating effect on the relationship between the intention to purchase and the actual and ideal consistency. Such result can be interpreted as that when purchasing luxury fashion products, consumers have a tendency to desire that the brand would express their personal image and that it would match the perception they had of the brand, rather than a tendency to perceive the brand as a tool to help them perform their desired social role. These results suggest that consumers who consume the brand desire to have their personalities and subjective environmental conditions well expressed.

• The Journal of the Korea Contents Association
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• v.10 no.8
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• pp.292-300
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• 2010

In this research, the object is to analyze the impacts of the four dimensions of Marketing Mix in terms of product, price, place and promotion on store attitude and purchase intention. At the same time the mediating variables such as sense experience, feel experience and think experience in relationship among Marketing Mix and store attitude, customer experiences are also analyzed. The results show that the product, place, and promotion have significant effects on sense experience, feel experience and think experience. Another important finding is customer experiences such as sense experience, feel experience and think experience have significant effects on store attitude and purchase intention.

• Proceedings of KHEA Conference
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• 2003.10a
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• pp.139-139
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• 2003

• Management & Information Systems Review
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• v.38 no.3
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• pp.227-243
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• 2019

The purpose of this study was to examine the influence of experience characteristics of cosmetics brand stores on purchase intention through brand value and product in-store expectations. In addition, by identifying the effects of gender regulation, the study aimed to supplement theoretical studies and to provide practical implications on the experience of cosmetics brand stores. First, we presented educational experiences, aesthetic experiences, and playful experiences as experience characteristics in stores. And we assumed the effect of these experience characteristics on the brand value and the expectation of the product in the store, and the effect of the brand value and the expectation on the purchase intention of the product in the store. 279 data were collected from consumers who had visited cosmetics brand stores, and we analyzed them using structural equation analysis. As a result, both experience characteristics have positive effects on brand value and in-store product expectations, and brand value has positive effects on expectations. In addition, brand value and in-store product expectations have a positive effect on in-store product purchase intention. In moderating effects of gender, the effect of playful experience on brand value is greater in male group, and the impact of educational and aesthetic experience on product expectations is greater in female group. These results contribute to the theoretical expansion of experience research on cosmetic brand stores, and provide strategic implications for experience marketing of cosmetic stores.

• International Commerce and Information Review
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• v.19 no.4
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• pp.3-28
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• 2017

This study examined factors, such as benefit perception, risk perception, product, and website, which affect consumer attitude toward overseas direct purchase. To achieve this, 298 Korean consumers who have experienced overseas direct purchasing were analyzed. The results show that delivery risk and product risk were the most influential determinants of the level of trust level in overseas direct purchase sites. In addition, the results of this study confirm that the level of trust in overseas direct purchase sites has a strong influence on both the intention to recommend and the intention to continue patronizing the site. Moreover, this study conducted a mean difference analysis according to the types of overseas direct purchases (overseas direct delivery, overseas purchasing agency, and overseas delivery agency) and product categories (clothes, food and beverage products, and household appliances). This study lists various practical implications that can be applied to each overseas direct purchase service by firm and consumer characteristics.

• Journal of Convergence for Information Technology
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• v.10 no.1
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• pp.93-98
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• 2020

The study aims to understand how indirect hallyu experiences in the Chinese market affect Korea's national brand image and willingness to purchase Korean goods from the perspective of "content consumption" and "recognition of Korea's." To that end, a total of 178 Chinese university students in the Beijing and Shanghai regions were analyzed. According to research and analysis, the perception of indirect hallyu experience has had a positive affection not only on the Korean national image but also on the willingness to purchase Korean products. Also, the halo effect came as Korea's national image had a positive effect on quite a lot of intentions to buy Korean merchandise. The recognition of South Korea can be enhanced by the spread of hallyu, which can be a decisive gauge of a favorable impression of the country in a short time.

• Korean Business Review
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• v.16
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• pp.99-121
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• 2003

In consumer research area, familiarity has been frequently mentioned with relation to customers' product information processing and choice behavior. However, the familiarity has been utilized initially in this paper to examine if the relationship between consumers' evaluations of attributes of an internet shopping mall and their inquiry and purchase intentions on there is affected significantly by the degree of familiarity. The results have shown that the relationship between levels of the safety, the functional convenience, and the tangibility attribute of an internet shopping mall and consumers' willingness to inquire about/purchase products on there is affected significantly by the degree of familiarity. Interestingly, the relationship between the tangibility attribute of a mall and customers' inquiry willingness on there is not impacted significantly by the familiarity. Thus, we conclude that our model and hypotheses have been supported quite strongl.

• The Research Journal of the Costume Culture
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• v.10 no.3
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• pp.248-260
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• 2002

The purpose of this study were 1) to examine underlying dimensions of two aspects of attitudes - cognitive beliefs and consumption feelings of well-known name brand apparel and 2) to examine predictiveness of those two variables in predicting buying intentions of well-known name brand apparel. The data were collected through questionnaire from convenient samples of 207 female college students. Statistical analysis of factor analysis, t-test and multiple regression analysis were performed in analysing the data. The major findings were as fellows: 1. The dimensions of evaluation criteria of well-known name brand apparel were design/brand name, clothing construction, and practicality. 2. The dimensions of consumption feelings were pleasure/confidence, active and regret. 3. In predicting buying intension of name brand apparel, consumption feelings fecund to be as more robust predictors than cognitive variables.

• Journal of Technology Innovation
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• v.28 no.2
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• pp.37-61
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• 2020

This research aims to empirically examines the effects of competition factors on satisfaction and its on repurchase intent for SME's technology development products in the public procurement market, and to empirically verified the moderating effect of policy conformity. The result shows that the competition factors all have a significant positive effect on satisfaction, and that satisfaction has a significant positive effect on the intent to repurchase. In addition, the policy conformity shows a significantly moderating effect in the relationship between competitive factors and satisfaction and also, there was a significant difference in repurchase intention according to the buyer's innovativeness. This research has important implications that it provides innovative SMEs with practical implications for establishing marketing strategies in the public procurement market and extending the study of customer satisfaction centered on the private market to the public purchase market.

• 한국벤처창업학회:학술대회논문집
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• 2022.11a
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• pp.187-191
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• 2022

최근 기초화장품 트렌드로 클린 화장품, 비건 화장품 등이 브랜드별로 새롭게 출시되고 시장내 성장하고 있다. 한동안 화장품의 성분에 대한 관심과 영향이 커지면서 기능성화장품, 코스메슈티컬화장품, 더마화장품들이 신뢰를 얻고 인기가 있던 가운데, 효능 외의 요소를 소구하는 브랜드와 제품에 대한 관심이 커지고 있는 중이다. 본 연구는 이러한 변화에 있어 소비자의 라이프스타일과 소비가치의 상관관계가 영향이 있을 것으로 보고 이를 분석하고자 한다. 또한 ESG가 강조되는 사회 분위기 속에 클린 화장품 또는 비건 화장품의 소비가 일종의 자기표현의 욕구를 충족시켜주는 역할로써의 관계가 있는지도 알아보고자 한다. 따라서 기초 화장품을 사용하는 소비자들을 대상으로 라이프스타일과 자기표현욕구가 비건화장품 구매의도에 미치는 영향 및 소비가치를 매개변수로 하여 라이프스타일과 자기표현욕구와 구매의도 간의 영향을 살펴하고자 한다. 독립변수는 라이프스타일의 하위변수인 외모관리 지향형, 질적건강추구형으로 구분하였고, 자기표현욕구를 사용하였다. 설문조사는 대학생, 직장인, 주부등 20대부터 40대까지 연령층을 대상으로 진행하여 실증분석에 사용할 예정이다. SPSS v22.0을 사용하여 3단계 매개모형을 기반으로 회기분석할 예정이다.