• The Journal of Asian Finance, Economics and Business
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• v.6 no.4
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• pp.171-177
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• 2019

This study aims to investigate the effect of eating-out types on the acceptance intention of artificial seasoning when consumers eat out at restaurants. Eating-out types considered to be typical when customers visit restaurants, such as the food-exploratory type, health-oriented type, and convenience-seeking type, were studied. Based on the research of previous studies, three eating-out types were selected for the study, which were "food-exploratory", "convenience-seeking", "health-oriented". This study was conducted by AMOS 22.0 with 300 questionnaires, and the Structural Equation Model (SEM) was used for examining the hypotheses as statistical method in this study. As a result, eating-out types such as "food-exploratory" and "convenience-seeking" were found to significantly affect the acceptance intention of artificial seasoning. However, consumers' acceptance intention of artificial seasoning differed depending on their consumption value. The path coefficients from food-exploratory type and health-oriented type to acceptance intention were more significant in the hedonic-oriented group than the utilitarian-oriented group. The results of this study suggest eating-out types relate to acceptance intention of artificial seasoning and provide meaningful implications for consumers' psychological consumption value when they consider artificial seasoning.

• Journal of Korean Society of Rural Planning
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• v.14 no.1
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• pp.9-21
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• 2008

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.

• Fashion & Textile Research Journal
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• v.10 no.3
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• pp.316-321
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• 2008

The purpose of this study is to find what male consumers value in their clothing behaviors, as well as to investigate how the consumers' shopping values and store VM impact on their clothing purchase behaviors. For data collection, research questionnaires were responded by 202 male students living in Busan. The collected data were analyzed according to the frequency-factor analysis using SPSS for win 10.1 Package, the factor analysis using Varimax, reliability analysis, and multi-regression analysis. The results of this study are as follows; First, the shopping values were composed of hedonic, utilitarian, and economic value, and VM was divided into store facility, store image, layout, and fashion information. Second, multi-regression analysis was conducted to find the impact of consumers' shopping values on their clothing purchase behaviors. The result showed that the hedonic shopping value and utilitarian shopping value significantly affected the consumers' clothing purchase behaviors, while economics shopping value did not show any statistical significance. Third, multi-regression analysis was conducted to find the impact of store VM on consumers' clothing purchase behaviors. The result showed that store image, layout, and fashion information had a significant impact on consumers' clothing purchase behaviors.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.77-87
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• 2024

Purpose: South Korea is one of the markets where diverse and innovative cuisines are being tried. Therefore, the expectations for Michelin star restaurants in South Korea are high. The expected value of a Michelin star restaurant consists of both hedonic and utilitarian aspects of the dining experience. These consumer expectations affect visit intention. Research design, data, and methodology: The survey period was from October 10, 2023 to October 18, 2023, and 302 copies were used for hypothesis verification. Result: Hedonic expected value was found to have a significant positive influence on short-term and long-term visit intention, but had no significant effect on mid-term visit intention. Utilitarian expected value was found to have a significant positive influence on short-term and mid-term visit intention, but did not appear to have a significant effect on long-term visit intentions. Short-term visit intention was found to have a significant positive influence on mid-term visit intention, and mid-term visit intention was found to have a significant positive influence on long-term visit intention. Conclusions: The theoretical implications are restaurants need to utilize third-party certification, such as the Michelin Guide. The practical implication is that Michelin star restaurants should provide expected value to increase short-term visit intention.

• The Research Journal of the Costume Culture
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• v.13 no.2 s.55
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• pp.209-220
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• 2005

The purposes of this study were to determine the components of internet shopping value and to identify how those influence on the consumers' internet shopping behavior of apparel products. The data were collected via a self-administered questionnaire from 221 male and female students who have the shopping experiences for apparel products on the internet shopping malls, living in Kyongnam province. Using SPSS 12.0 package, $Cronbach's \alpha$, factor analysis, cluster analysis, ANOVA, Duncan multiple range test and stepwise multiple regression analysis were performed. The results could be summarized as follows; 1) According to the internet shopping values, college student consumers were classified into three groups, utilitarian value shoppers, hedonic value shoppers and low interest shoppers. 2) As a results of the ANOVA among the three groups, significant differences were found in the internet shopping mall attributes and perceived risks. 3) Internet shopping values-hedonic and utilitarian shopping values, internet shopping mall attributes and perceived risks had an significant effect on the attitude and purchasing intention of the internet shopping mall.

• Asia-Pacific Journal of Business
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• v.12 no.3
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• pp.137-154
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• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.

• Korean Management Science Review
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• v.32 no.4
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• pp.135-153
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• 2015

In this paper, we intend to understand distinguishable SNS technology contributions for B2C commerce. In order to theorize this, we draw upon Technology-to-Performance chain (TPC) theory to develop the model that could explain how the technology value of the SNS could be realizable. For the purpose of capturing SNS technology effect to B2C channel effectiveness, on the basis of TPC theory, personal productivity is selected as a performance variable instead of satisfaction from SNS usage. Accordingly, as the antecedents of personal productivity, two variables of locatability and timeliness are extracted to reflect Task-technology-fit (TTF) dimension of performance precursors. For the utilization dimension of TPC framework, convenience and recreation tendency of the personal traits in shopping are included as the precursors of SNS utilization in the sense of reflecting utilitarian and hedonic value of SNS adoption. Empirical validation is conducted with reference to promotion and sales event on Facebook, which is chosen as the typical SNS based B2C commerce scenario. The data analysis result provide useful insights to further investigate the firm's SNS usage potentials for business applications.

• Journal of Distribution Science
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• v.11 no.11
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• pp.71-76
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• 2013

Purpose - This study investigated the effect of consumers' personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology - The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results - Consumers' personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers' attitude toward social commerce was utilitarian value. Consumers' personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion - The findings suggest that consumers' attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers' shopping value and build positive value about social commerce itself.

• Journal of Distribution Science
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• v.11 no.11
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• pp.83-88
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• 2013

Purpose - This study focused on consumers' perception about regulations for sales enforced by national and local governments in Korea. The study examined the relationship between perceived regulatory restrictions and subjective well-being (SWB), and perceived regulatory restrictions and shopping value, respectively. Research Design, Data, and Methodology - Data were collected from 135 college students and consumers in Gyeonggi Province to verify the relationships, moderating effects, and mediating effects, thus testing the theoretical model and its hypotheses. Results - First, consumers' positive perception of regulatory restrictions enabled enhancement of their SWB. Second, consumers' positive perception of regulatory restrictions had no significant positive influence on hedonic value but had a significant positive influence on utilitarian value. Third, utilitarian value exhibited a full mediating effect on the relationship between regulatory restrictions and SWB. Conclusion - This study showed that consumers' positive win-win attitude is based on social norms. Further, we expect that consumers experiencing discomfort due to regulatory restrictions resolve this by going to other distributors. Finally, to increase distributors' competitiveness and consumers' utilitarian value, it is suggested that distributors require a variety of marketing strategies.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.99-111
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• 2023

This study aims to confirm that consumers' satisfaction with online shopping websites has changed to a phenomenon different from the past. In other words, in a situation where the use of e-commerce is expanding worldwide after the pandemic and various types of commerce such as mobile commerce and social commerce are formed, the consumer's information processing and decision-making process are meaningful in examining the behavior that has been changed based on the perceived motivation level of consumers by the new environment according to the consumption value and personal characteristics perceived by the consumer. In other words, the purpose of this study was to investigate the effect of consumption value and need for cognition on the satisfaction toward online websites as a mediating role in the trust of the website. As a result of testing Hypothesis 1, not only the hedonic value of the consumer for the website but also the utilitarian value had a positive influence on the satisfaction toward the website, and in particular, the utilitarian value showed a relatively greater influence than the hedonic value. However, the negative relationship between the need for cognition and satisfaction was found to be at a significant level under one-sided verification. In Hypothesis 2, only the utilitarian value among the consumption values of 2-1 showed a positive effect on satisfaction through a mediating role of trust. It was confirmed that the utilitarian value among the consumption values was an important factor in the satisfaction toward the website. The significance of this study is that, unlike previous research results, not only consumption value based on senses and emotions but also utilitarian value has a greater influence. Therefore, utilitarian value and need for cognition have a stronger influence on satisfaction if they play a mediating role based on the trust of the website used by consumers. These findings reflect the current market trend of online consumption, and they are helpful in the management and strategy of online websites based on consumer behavior understanding and major factors.