• Knowledge Management Research
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• v.14 no.4
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• pp.87-98
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• 2013

Along with the recent development of Social Network Service (SNS), such as Facebook and Twitter, social commerce market is expanding rapidly. As much, understanding consumers' purchase intention in social commerce becomes important. This study attempted to investigate the factors of consumers' purchase intention, and the effects of these determinants(price discount, perceived risk and product review) on consumer's purchasing intension in social commerce networks. Also, the interaction effects between these factors on consumer's purchasing intension were studied. The results showed that the effect of perceived risk on consumer's purchase intention found to be significantly negative. The interaction effect between price discount and perceived risk, and the interaction effect between price discount and review were meaningful on consumers' purchase intention. It indicates that the important factor for consumers to purchase products in social commerce is not just price discount but perceived risk, and that review which consumers think is manipulated has negative effect on purchase intention.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.1-18
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• 2020

The purpose of this study is to investigate the consumers' characteristics in terms of information source usage and purchase channel choice focusing on apparel purchasers in the multichannel retailing environment. The specific research objects are as follows: analyzing consumer's information source usage and purchase channel choice when buying their own clothing, examining the differences of consumers' characteristics according to the groups who are classified by their information source usages, and examining the differences of consumers' characteristics according to the purchase channel choice. The data was collected from adults over 20 years of age who had bought their own clothing within the last year. The questionnaire was carried out during September 2019, using a professional internet research panel, and 490 useful data sets were analyzed by utilizing descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and a Duncan-test using SPSS 21.0. The findings showed that there were also significant differences of consumers' characteristics which included age, gender, monthly clothing expenditure, purchase price, shopping value and perceived risk according to the consumer's information source usage and their purchase channel choice.

• Journal of the Korean Home Economics Association
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• v.38 no.6
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• pp.59-70
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• 2000

The purposes of this study were to investigate the effects of the degree self-monitoring, perceived risk and the types of advertising in cosmetic purchase behavior. The data were obtained with an experimental design which was 2${\times}$(2${\times}$2) mixed factorial design. The subjects were classified 280 pre-test subjects into 70 high level of self-monitoring subjects and 70 low level of self-monitoring subjects. The data were analysed with ANOVA, using the SAS program. The result of this study can be summarized as follows ; In experimental I, the effect on the consumer preference was the significant 2-way interaction effects between the degree of the self-monitoring and appeal types of advertising as well as between the types of cosmetic products depending on perceived risk and appeal types of advertising. In experimental II, the effect on the consumer purchase intention was the significant 2-way interaction effects between the degree of the self-monitoring and appeal types of advertising as well as between the types of cosmetic products depending on perceived risk and appeal types of advertising.

• Asia pacific journal of information systems
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• v.13 no.2
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• pp.119-143
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• 2003

Trust has been identified as a key component in many e-Commerce studies. The purpose of this study is to find out which factors play a major role in building trust and how the built-up trust affect consumer's purchase intention in Internet used-car transactions. Based on the information asymmetry, TAM(Technology Acceptance Model), and the trust theory, our research model includes factors such as a buyer's propensity-to-trust, institutional characteristics(inspection and warranty policy), word-of-mouth referral, perceived size, and perceived benefits as independent variables. The model also includes trust as a mediate variable, intention to purchase as a dependent variable and perceived quality risk as a moderate variable. The research model is tested by analyzing 787 sample data gathered from Internet used-car transaction sites. The result shows that the trust has significant effects on the online purchase intention, and institutional characteristics has been identified as the most significant factor for the trust of Internet used-car sites. The independent factors influencing trust vary depending on the level of perceived quality risk. For users who perceive the quality risk low, the perceived benefits explain a little portion of the purchase intention. However, those who perceive quality risk high would purchase used-cars only when they have trust on the Internet sites, indicating that trust play an important role as a mediate variable. This study suggests that enhancing the trust in Internet used-car sites is important to increase online transactions.

• Fashion & Textile Research Journal
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• v.10 no.5
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• pp.618-624
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• 2008

The purposes of this study were to explore the perceived risk of smart clothing, to classify consumers by risk perception of smart clothing, and to investigate the differences among the segmented groups in regard to the evaluation of newness and innovativeness of smart clothing. In addition, the relationship among perceived risk, evaluation of newness and innovativeness of smart clothing were examined. A questionnaire was administered to 338 male and female subjects aged from 17 to 50. Analysis was performed by factor analysis, cluster analysis, ANOVA, and Pearson's correlation analysis. The results showed that the perceived risk of smart clothing was composed of 4 factors: economic risk, social risk, functional risk and physical risk. Consumers were classified into four groups: high risk perception group, low economic risk perception group, low functional risk perception group, and low social risk perception group. ANOVA showed that there were significant differences among four groups regard to the evaluation of newness and innovativeness of smart clothing. High risk perception group most highly evaluated the newness and innovativeness of smart clothing. There were positive correlation among the perceived risks, the evaluation of the newness and innovativeness of smart clothing.

• Fashion & Textile Research Journal
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• v.17 no.6
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• pp.919-931
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• 2015

Recently, with the rapid development of the Internet, the importance of the multi-channel retailing strategy including online channel has been emphasized in fashion business. The purpose of this research is to give some practical ideas of multichannel strategy for fashion retailers through comparison for multichannel choice behaviors between Korean and US consumers. The online survey was conducted on the 400 fashion customers aged between 20s and 50s living in Korea and America. The survey consisted of measurement items about channel choice behaviors for purchase or information search, risk perception on channel, repurchase intention at same channel, perception on experience or search goods among apparel items. The data were analyzed by frequency, regression, t-test using SPSS 18.0 program. The ratio of utilization multichannel was higher in fashion goods area in Korea fashion business. Also, most of Top-ranked fashion or accessory retailers in America were taking advantage of multichannel strategy. There were some differences between Korea and US consumers in channel choice behaviors for purchase or information search, risk perception for retail channel, repurchase intention at same channel, perception on experience or search goods among apparel items, etc. Some suggestion for the future research for multichannel strategy in fashion retailing was given.

• Korean journal of food and cookery science
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• v.22 no.3 s.93
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• pp.355-362
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• 2006

The purpose of this study was to investigate the influences of tangible clues on university students' perceived risks and satisfaction at family-restaurants in Seoul. The performances of 3 tangible clues(physical evidence, employee, service process) negatively influenced the student's perceived risks. This result indicated that tangible clues can reduce the negative characteristics of service (intangibility, inseparability, perishability and variability) toward student customers at family restaurants. Meanwhile, financial risk, performance risk and social risk negatively influenced their overall satisfaction. Performance risk had the strongest negative influence on student customers' overall satisfaction, indicating that university students were much more interested in performance and utility about menu, food and service quality than in other factors at family restaurants. As a result, food-service corporations need to manage suitably various tangible clues as an important marketing strategy to diminish their customers' perceived risk and raise their satisfaction.

• Journal of the Korean Society of Costume
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• v.42
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• pp.43-58
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• 1999

The purpose of this study was to investigate the effect of perceived risk and product express-ive self-image on the consumer's adoption of casua hanbok. A questionnaire was developed and data colle-cted from 269 women in Pusan. Data were analyzed to investigate the relation-ship among purchase intention perceived risk and product epressive self-image. Marketing implication about risk reduction was discussed. The results of this study were as follows. 1. Consumer's perceived risk on adoption o casual hanbok classified into four factors They were the risk on the confirmation of advantage of casual hanbok the risk on the negative viewpoint of others the risk on the complexity of dressing and care and the risk on the shortcoming of casual hanbok. It was explained that casual hanbok is innovative product. 2. According to the level of adoption of casual hanbok. consumers were categorized into three groups i.e. adopter potential adopter rejector. They differed in the degree of risk perception age and subjective knowledge redlated to casual hanbok. 3. Consumer's subjective knowledge age and two types of risk has predicting power to the purchase intention. Consumer's subjective knowledge was the best predicted factor and risk perception was negatively related to purchase intention. 4. The significant differences among the categ-orized consumer group was founded in the ideal self image and product expressive self-image 5. The gap of perception between ideal self-image and product expressive self-image was significantly different in each categorized consumer groups.

• The Journal of Information Systems
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• v.23 no.3
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• pp.25-46
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• 2014

As the use of smartphone has rapidly spread into the current society, the mobile instant messenger applications such as Kakaotalk, Tiktok, and Line have become an indispensable part of our daily lives. While, the mobile instant messenger has brought us many positive changes, social problems stemming from the dependency on the mobile instant messenger has been occurred. The dependency of the mobile instant messenger can negatively affect daily lives and lead to stress or addiction. Therefore, it is very important to examine how we can prevent such dependency and addiction. In this respect, the purpose of this study is to investigate determinants impacting on the mobile instant messenger dependency, barrier of living, and intention to digital break. The statistical analysis of survey results shows that enjoyment, identity, relationship commitment, critical mass and ease of use are significantly related to mobile instant messenger dependency, while media richness is not significantly related. Mobile instant messenger dependency have a positive effect on barrier of living, which then has a positive effect on digital break. Lastly, the moderating effect of perceived risk is significant. This research suggests theoretical and business implications to prevent mobile instant messenger dependency.

• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.585-592
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• 2014

The purpose of this article was to research the effects of physical environment on risk perception in customers at raw-fish restaurants in the Northeastern area of Kangwon province, South Korea. In this research, reliability analysis, factor analysis and path analysis were carried out. Physical environments were divided into four factors and risk perception into three factors. 'Exterior facility' had a negative influence on performance (p<0.001) and financial risk (p<0.001). 'Interior facility' negatively affected performance risk (p<0.001), financial risk (p<0.001) and time risk (p<0.001). 'The others' negatively influenced performance risk (p<0.05). Lastly, 'press copy' negatively influenced performance risk (p<0.001). Based on these results, various physical environments affected the risk perception in customers at raw-fish restaurants, and satisfaction level of customers was based on risk perceptions. As a result, food-service companies need to manage the physical environment as a marketing strategy, as well as reduce risk perception to increase customers loyalty.