• CRM연구
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• v.4 no.2
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• pp.1-17
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• 2011

In the study of transaction coupling and consumer behavior it is argued that the satisfaction after consumption and consumer self-confidence would affect the degree of transaction coupling. Based on Kivetz(1999), this study expand transaction coupling which is a mental accounting process. Satisfaction after consumption and consumer self-confidence have been frequently cited as a key construct for predicting various consumer-related behaviors. The purpose of this research is to examine the effect of satisfaction after consumption and consumer self-confidence for hedonic products on transaction coupling. In order to explain the impact of consumer self-confidence clearly, the authors used a five-factor(i.e., information acquisition, consideration-set formation, personal and social outcomes, persuasion knowledge and marketplace interfaces). Using the scenario about baseball game, the authors manipulated the consumer satisfaction after consumption (satisfaction vs. dissatisfaction) between-subjects design. And consumer self-confidence was measured based on Bearden et al.(2001). The results of experimental study showed that the main effects of satisfaction after consumption is significant. The larger consumer satisfaction after consumption reflected a higher degree of transaction coupling. The 2-way interaction between satisfaction after consumption and consumer self-confidence is also significant. Specifically, the transaction coupling differentiation from satisfaction after consumption tends to be larger at high consumer-self confidence than at low one.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.544-560
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• 2018

Cause-Related Marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from Cause-Related Marketing as a strategic marketing activity. The purpose of this study is to analyze the effects of message of Cause-Related Marketing on consumer attitude, and to examine the moderating effects of ethical consumption propensity, social trust and types of product(utilitarian vs. hedonic) on consumer's product attitude. The research results show that consumers tend to adopt a positive attitude towards those advertisements with Cause-Related Marketing message. In the meanwhile, the ethical consumption propensity and social trust also have moderating effects on Cause-Related Marketing message's influence, but the types of product have no moderating effect. Based on the findings, the theoretical and managerial implication are discussed. In addition, some limitations of this study and future research directions are discussed.

• Management & Information Systems Review
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• v.32 no.5
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• pp.193-231
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• 2013

As developed IT, Word-of-Mouth(WOM) used varied terms as buzz marketing and viral marketing, and impressed that importance. Despite introduced new marketing tool on managers and professionals, online word-of-mouth including SNS lack of study on social network what based viral in marketing. In social network, patterns of relationship between individuals influence each other individual behaviors. Therefore this research grouped friendship-network and advice-network by characteristics, studied on trust of information source that antecedents of word-of-mouth in network. This study examined that affect- and cognition based trust affect WOM acceptance as WOM behaviors and examined effect of type of product as moderating variable. Additional this literature studied that WOM acceptance affect WOM recommend. To find the Influence of Trust on Word-of-Mouth Behaviors, a survey has done 206 samples(undergraduate students). The results of this study are as following : First, type of trust different friendship network and advice network. Affect-based trust is outstanding in friendship network than in advice network, while cognition-based trust stands out in advice network than another. Second, affect- and cognition based trust positive affect WOM acceptance. Contrary to expectations, what is preconceived trust in network have a similar effect for WOM acceptance regardless of type of trust. Third, WOM acceptance positive affect WOM recommend. Fourth, affect based trust affect WOM acceptance of hedonic product rather than utilitarian product. Upon especially in friendship network terms, affect-based trust has a more effect on WOM acceptance than cognition-based trust. This study has many implications. First, it is important that trust what have an influence WOM acceptance grouped affect- and cognition based trust. Second, it confirmed that trust is antecedents of positive WOM. Third, it is important that network grouped friendship network and advice-network by trust. Fourth, it gave managerial implications that they have to supply WOM through which network by type of product. We This study classified network and trust based on previous study. Then it examined relations between WOM behaviors. Further research could do enrich various things for example various age group, valence of message, quality of information.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.5
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• pp.826-840
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• 1996

With rapid changes in social and marketing environments, catalog retailing emerges as a new method of selling clothes in Korea. In catalog shopping, in-store and multi·store search behavior are omitted saving consumers time and effort. On the other hand, consumers may lose recreational enjoyment of shopping when they purchase clothes through catalog. In this study, consumers perception of shopping cost and recreational shopping orientation were tested as consumer characteristic intervening catalog shopping behavior. The concept of shopping cost was derived from Darian(1987)'s analysis of cost and benefit of store shopping and in-home shopping. A national sample of 700 adult women was surveyed and 477 questionnaires were returned and used for statistical analysis. Nine shopping cost perception variables were found to have significant positive relationships with the purchase intention of apparel through catalog. As a result of confirmatory factor analysis, two factors of shopping cost were found; perception of lack of shopping time and perception of store search effort. Causal modeling of LISREL analysis showed that percetion of lack of shopping time was strongly related with patronizing intention of catalog shopping. Since catalog shopping exclude enjoyment of store shopping activity, it can be logically inferred that recreational store shoppers have less chance of being catalog shoppers. However, the result of LISREL analysis showed that there were no negative relationship between recreational shopping orientation and catalog shopping intention. This suggests that consumers might experience enjoyment of shopping through catalog when properly presented.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1042-1051
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• 2007

The purposes of this study were to identify shoplifting items and assess consumers' attitudes toward shoplifting, and to determine the variables to effect shoplifting. Three hundred ninety-eight respondents of high school students were used for data analysis. Descriptive statistics, t-test, and multiple regression analysis were used. Results indicated 17.8% of the respondents experienced fashion item shoplifting in the last 3 years. Shoplifting fashion items were categorized accessory, apparel, and cosmetic, and so on. Generally fashion item shoplifters demonstrated generous attitudes toward shoplifting than non-shoplifters. There were statistically significant differences between shoplifters and non-shoplifters in that shoplifters showed more hedonic shopping orientation and higher compulsive buying than non-shoplifters did. Also, fashion item shoplifters were more likely to have high depression and binge eating behavior. Shoplifting attitudes were correlated with lower self-esteem and higher depression, hedonic shopping orientation, compulsive buying, and binge eating. Results of multiple regression revealed that hedonic shopping orientation and compulsive buying was significantly related to shoplifting attitudes. Based on these results, fashion marketing strategies to protect shoplifting would be suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1075-1084
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• 2007

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study tries to examine satisfaction of the on-line consumers on internet shopping mall via fashion products. To fulfill this objectives, a survey was conducted from May 15 to May 30 in 2006, and an subject of study is men and women aged from 10s to 40s in purchase experience of the fashion merchandise to internet shopping malls. Data collected over the internet, and analyzed the 205 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, internet shopping mall's fashion goods attributes(goods characteristics, aesthetic expression, variety of goods) significantly affect consumer's utilitarian shopping value. Second, internet shopping mall good's price attributes(economical efficiency of price, price reasonableness, price value, price information, price discount) significantly affect consumer's shopping utilitarian shopping value and hedonic shopping value. Third, consumer's utilitarian shopping value and hedonic shopping value are positively related to the internet consumer's shopping satisfaction.

• Asia-Pacific Journal of Business
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• v.11 no.4
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• pp.65-81
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• 2020

Purpose - This research aims to investigate how consumers' eco-friendly product choice ratio changes as the benefits of eco-friendly products are framed as (1) non-monetary benefits, (2) monetary gain integrated with the loss or (3) monetary gain segregated from the loss. Design/methodology/approach - A mixed-design, scenario-based choice experiment was conducted. A series of chi-square tests and residual analyses were conducted to analyze the data. Findings - When the monetary gain was larger or slightly smaller than the loss, the participants' eco-friendly product choice ratio was higher when the monetary gain was integrated with the loss than those in the other two conditions. When the monetary gain was significantly smaller than the loss, the participants' eco-friendly product choice ratio was lower when the monetary gain was integrated with the loss than those in the other conditions. The ratio did not differ between the latter two conditions. Research implications or Originality - This research shows that marketers should frame the benefits of eco-friendly products and their costs in different manners depending on the relative magnitudes of them. This research also complements the existing literature by comparing the effectiveness of non-monetary framing of eco-friendly product benefits with that of monetary framing following hedonic editing hypothesis.

• Journal of Communication Design
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• v.68
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• pp.278-288
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• 2019

The purpose of this study is to analyze the effects of risk and convenience on purchase intention in the IOT market, and I want to analyze the moderating effect of emotional consumption value. In this study, two products were selected from three product groups. There are three major methods of research. First, theoretical considerations. Second, survey analysis. Reliability analysis and factor analysis were performed using descriptive statistics using SPSS. Third, we measured changes of EEG according to in - depth interview and indirect experience. As a result of the hypothesis of this study, it was confirmed that convenience of use of IoT product influences purchase intention. Risk was predicted to have a negative effect on purchase intentions, but not significant in this study. This implies that IoT products tend to be neglected in terms of monetary loss such as cost of purchase, cost of use, and disposal cost when purchasing. In-depth interviews and EEG analysis revealed that there is a desire to purchase and try out the IoT product due to the nature of the product, the novelty of new technology, and the vague idea that it will benefit my life. The aesthetic, symbolic, and pleasure factors, which are sub - elements of emotional consumption value, were found to have a great influence. This is consistent with previous research showing that emotional consumption value has a positive effect on purchase intention. In-depth interviews and EEG analyzes also yielded the same results. This study has revealed that emotional consumption value affects the intention to purchase IoT products. It seems that companies producing IoT products need to concentrate on marketing with more emotional consumption value.

• Management & Information Systems Review
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• v.33 no.1
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• pp.219-235
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• 2014

This study investigate the smart phone that is not included in the studies that test the effect of added functionalities to convergence products. There are several questions that PDA, MP3 players that are added a certain function can be good convergence product that consumers love and these are the products that has problem of decrease of sales volume because of the development of smart phone. It is a little bit strange to test these product for this study, so this study suggest a little different research tool compared to the past studies. The research implications are follows like theses. Brand awareness is important factor that decrease the uncertainties and risks specially when a innovative tech is added to smart phone. A situation that a innovative tech is added to smart phone is best to get the consumer's perceived innovativeness, value, and buying intention. And a situation that a innovative tech is added to smart phone in the context of low brand awareness is better than a situation that various normal teches are added to it.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.321-334
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• 2021

In this study, in order to analyze the effect of the consumption value of goods on the purchase intention of corporate brand products, the model was tested using SPSS 21.0 and Smart PLS 3.0 by receiving questionnaires from 457 men and women who have purchased goods. After examining the consumption values of goods, such as limited, functional, aesthetic, hedonistic, innovative, and social ego values, and product satisfaction, the effect on purchase intention of corporate brand products was analyzed. All were found to be significant except for innovative value, and product satisfaction had a significant effect on brand attachment and purchase intention of corporate brand products. We have recently redefine goods according to the trend of the times, and put an academic significance on the first classification of goods into four categories: human brand goods, brand goods, tourism goods, and character goods. It was confirmed that there was a partial difference in consumption value and satisfaction according to the type of goods. Through research, it is intended to broaden the understanding of goods and suggest the possibility of effective and useful marketing by suggesting planning and development directions according to the target.