• 한국의류학회지
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• 제42권6호
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• pp.897-908
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• 2018

This study investigates the effect of mimicry buying on differentiation behavior in the context of fashion product consumption. Merging insights from social identity theory, optimal distinctiveness theory and previous research on narcissism, this article presents ingroup-outgroup categorization, narcissistic tendency and social status to serve as boundary conditions of this effect. Experiment 1 supports the hypothesis that more differentiation behavior against mimicry buying is reinforced when the mimicker is an in-group member compared to an out-group member. Based on this result, we conducted Experiment 2 to understand the effect of narcissistic tendency and mimicker's social status on differentiation behavior in the in-group context. The results show that the effect of narcissistic tendency on differentiation behavior is mediated by a perceived distinctiveness threat when the mimicker is an in-group member. In addition, this mediating effect is moderated by the mimicker's social status. Narcissistic tendencies have a direct negative effect on differentiation behavior when the mimicker is an in-group member with a high social status. However, high narcissistic tendency induces a more distinctiveness threat when the mimicker is an in-group member with a low social status. This then results in a greater differentiation behavior. Implications for marketers and suggestions for future research are also discussed.

• 한국의류학회지
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• 제41권1호
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• pp.170-183
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• 2017

The rapid growth of digital consumption has significantly changed the shopping behavior of consumers. The consumption paradigm is changing; subsequently, an omni-channel has been introduced that empowers consumers to interact with firms through a myriad of touch points in multiple channels. This study is to understand the perceptions and behavioral characteristics of consumers in the purchase process (e.g., information search and purchase phase). A qualitative method was adopted for this study and data were collected through semi-structured in-depth interviews with 15 omni-channel consumers. The results of this study were as follows. At the information search stage, consistency was the most important consideration for consumers who also wanted to retain channel-specific benefits. Consumers also searched for differentiated information among distribution channels. At the purchase stage, participants choose a shopping channel according to shopping values. They utilized newly introduced services (e.g., "online purchase, offline pick-up", FinTech) that combine retail channels. Our findings provide significance in managing omni-channel services. First, it is recommended that fashion retailers provide seamlessly integrated experience to consumer and adopt a consumer-centered channel choice strategy. Second, fashion retailers must maintain a constant attitude toward shopping experience to fashion, such as shopping enjoyment and exclusiveness.

• 한국의류산업학회지
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• 제18권3호
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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.

• 복식문화연구
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• 제25권1호
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• pp.1-15
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• 2017

Social commerce is a kind of internet shopping mall in which consumers purchase the products with other consumers through mutual interactions including the development of SNS(social network service). Social commerce has expanded rapidly as a mainstream online shopping mall over the past five years driving consumers to purchase more fashion products providing the cheaper prices than open market internet shopping mall. The purpose of this study is to identify the important parameters of social commerce characteristics and consumer characteristics that affect repurchase intention and word-of-mouth intention. A 221 survey questionnaire was distributed to men in their 20's and 30's who live in Seoul metropolitan area. The data were analyzed utilizing Cronbach's ${\alpha}$, factor analysis, and regression analysis using the SPSS 18.0 program. The results revealed, first, that in terms of social commerce characteristics, three variables(website reputation, interactivity, and product scarcity) influenced repurchase intention. Among them, website reputation identified as the most important factor influencing repurchase intention and word-of-mouth intention. Second, with regard to consumer characteristics, interest and a tendency toward impulse buying affected the repurchase intention, and interest and internet shopping experience have influenced the word-of-mouth intention. Among three variables interest in social commerce identified as the key factor affecting both repurchase intention and word-of-mouth intention. The results of the study provide the practical implications and suggest the business strategies to enhance social commerce in the future by identifying the key social commerce characteristics and consumer characteristics that influence male consumers' buying behaviors.