• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.3
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• pp.65-75
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• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• The Journal of Industrial Distribution & Business
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• v.9 no.3
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• pp.81-87
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• 2018

Purpose - The perception of the quality of the consumer's distributor's brand(PBs) is generally perceived to be lower than that of the manufacturer's brand(NB), although it is a critical factor in determining the success of PBs. Accordingly, this study examines the characteristics of the convenience store PB products and their correlation with brand trust and purchase intent in the consumers who have had experience purchasing the convenience store PBs to expand the sales variables. Further, this research shows that the marketing strategy is to increase the share of PBs by providing an empirical analysis on the effect of the product attribute factors on the sales volume associated with brand trust, purchase intent, and others. Research design, data, and methodology - The survey period of this study was approximately three weeks from December 1, 2017 to December 21, 2017. The study samples that were taken from 100 random people extracted. The statistical analysis was carried out with multiple regression analysis using the SPSS statistical package. Results - The analysis shows that the brand credibility and purchasing intention were statistically significant differences between the private convenience store private brand products. Specifically, brand trust showed a statistically significant relationship the brand images and quality levels, but the perceived value was not affected statistically. Although the intent of the purchase showed a statistically significant relationship the quality level and the perceived value, the brand image was not statistically significant in its relationship. Conclusions - Overall, it has been established that the perception value does not statistically affect brand trust for convenience store PB products, and that the brand image has no statistically significant effect on the purchase intent. These results are analyzed to be due to the influence of brand in convenience stores themselves rather than brand trust and purchase intentions that affect sales performance, which is the property of private brand food and beverage products, the perceived value of their products. Accordingly, the study found that not only did the marketing performance of the convenience store PB products be improved statistically, but also the cause of the product attributes that were not statistically significant was identified.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.6
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• pp.381-387
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• 2022

The growth of local fashion brands in Indonesia is interesting because of the speed with which new designs are made, many variants are created, and local brands are developed. However, when it comes to buying local fashion products, the brand isn't the sole consideration. As a result, the marketing effectiveness of local fashion brands needs to be examined more thoroughly. The purpose of this study was to understand more about brand authenticity and how it affects brand usage intentions. The unit of analysis in this study was Generation Z, who purchase from local fashion companies online. A quantitative research methodology was used. The data was analyzed using the PLS-SEM method to test the hypotheses with the dependent variables. The variables were the intention of using the brand, the quality of the brand relationship, and the authenticity of the brand. The results of this study indicated that brand authenticity had an effect on brand usage intent and brand relations quality mediates the positive effect of brand authenticity on brand usage intent.

• Journal of the Korean Society of Food Culture
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• v.31 no.2
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• pp.170-177
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• 2016

This study carried out empirical analysis of the effect on conspicuous consumption and purchase intention by social face sensitivity of customers who have eaten at luxury restaurants. Adult male and female customers aged 20~60 years who lived in Seoul and who had experience eating at luxury restaurants were selected as survey participants. The results of this study are as follow. First, social face sensitivity factor had a significant effect on preference for famous brands and seeking fashion. On the other hand, among social face sensitivity factors, shame consciousness had a significant effect on other-oriented conspicuous consumption. Thus, the hypothesis was partially accepted. Second, among social face sensitivity factors, other-conscious social face had a significant effect on purchase intention. Thus, the hypothesis was partially accepted. Third, preference for famous brand and seeking fashion had a significant effect on purchase intention. However, other-oriented conspicuous consumption tendency had no effect on purchase intention. Thus, the hypothesis was partially accepted. If studies on various consumption sentiment variables continue to be made, these may be usefully utilized for establishing marketing strategies of companies.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.5
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• pp.627-637
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• 2014

This study explored the product attributes Vietnamese mothers consider for the purchase of children's wear, the differences of product attributes between groups with different levels of conspicuous consumption, and the extent to which the Korean wave affects the purchasing behavior of children's wear brands. The results are as follows. First, the product attribute that Vietnamese mothers consider most when purchasing children's clothes is the comfort in physical activities. Fabric type and quality, sizing and fit, durability, color, child suitability, design, cutting and construction, price, fashionability, and maintenance and laundering are the other attributes (respectively) that influence the purchase of children's wear. Second, the high conspicuous consumption group considers brand, maintenance and laundering, durability, the reactions of others, and fashionability significantly more than the low conspicuous consumption group. Third, the purchase intention of Korean children's wear brands is affected by the perception of the Korean wave than the influence of the reference group or the tendency of conspicuous consumption. The results show that low prices and practicality were important considerations for children's clothing purchases by Vietnamese mothers; however, brand name and fashionability were more powerful predictors for the high conspicuous consumption group. Those with a high perception of the Korean wave also had a higher intention of Korean children's wear brand, which is indicative of the halo effect of the Korean wave. Thus, Korean children's wear brands that plan to enter the Vietnamese market should make active use of the Korean wave.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.417-430
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• 2016

This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers' purchase intention, Second, it wanted to assess the moderating effects of consumers' aesthetic seeking tendency on their decision-making process. Based on the stimulus-organism-response (S-O-R) paradigm and the product personality-brand identification-purchase intention model, this study proposed a research model, the benefits-product identification-purchase intention model. To test the model, a survey was conducted of female college students; a total of 298 questionnaires were analyzed. The stimulus used was a popular model of Nike running footwear: the Luna Eclipse+2. Factor analysis and structural equation analysis were conducted to analyze the research model. The results indicate : (1) The aesthetic benefit influenced product identification positively. The aesthetic benefit, functional benefit and product identification were all positively related to purchase intention. (2) The aesthetic seeking tendency mediated the influences of product benefits on consumers' purchase intention in the decision-making process. For consumers in the 'high' level group of aesthetic seeking tendency, aesthetic benefit and social benefit affected purchase intention and for consumers in the 'low' level group of aesthetic seeking tendency, the functional benefit only affected purchase intention. Based on this study, we find evidence that product benefits and aesthetic seeking tendency play important roles in consumers' decision-making process in product purchase.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.384-399
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• 2015

The purpose of this study is to empirically investigate consumers' clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users'clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers'purchase behaviors through social commerce.

• Management & Information Systems Review
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• v.36 no.3
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• pp.1-16
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• 2017

As purchasing power of Chinese consumers has increased and their purchase channels have become more various, Chinese consumers are paying more attention to foreign products and purchasing more of them as well as the domestic goods. With great expectations, many companies in different nations are scrambling into the Chinese market. In this situation, Chinese consumers have a wider range of choices when selecting and purchasing goods, thereby trying to take several factors into account in order to choose the best one in a limited time. This study is about how much country-of-origin image, brand attitude and corporate social responsibility influence Chinese consumers' quality perception and their purchase decisions. The study result shows that country-of-origin image, brand attitude and corporate social responsibility all have a positive effect on perceived quality of the consumers, and among those three, the brand attitude is found to be the most influential factor. It also shows that perceived quality brings a positive effect on purchase intention. Also, in terms of difference in product categories, the influence of corporate social responsibility on perceived quality and the influence of perceived quality on purchase intention are shown greater in dairy products than in PC. This study has academic significance as it has investigated consumer behavior, considering each different factor above. Also it has practical significance since it offers an implication on the marketing strategies of the companies that are planning to advance into the Chinese market in the future.

• International Area Studies Review
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• v.12 no.3
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• pp.367-390
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• 2008

The Chinese cellular phone markets growth has the character which is two-sided gives the chance and threat in Korean mobile communication industry. This also demands the localization of the international marketing strategies which establishes in grasp of consumer consuming propensity and purchase intention. It is the goal that provides a strategic current point to the Korean enterprise which enter to China. To observe a test of hypothesis results concretely from empirical analysis with after words is same. The hypothesis 1, 'corporate image really will plus affect(+) in purchase intention' the hypothesis was adopted. The hypothesis 2, 'brand image really will plus affect(+) in purchase intention' also the hypothesis was adopted. The hypothesis 3, 'product attributes really will plus affect(+) in purchase intention' also the hypothesis was adopted. The other research hypothesis which sex and age were rejected, school was adopted partially, others was adopted. When about the consumer who is used from empirical analysis measurement items in the center application presents the strategies which is possible in fact.

• Journal of Information Technology and Architecture
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• v.11 no.2
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• pp.201-216
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• 2014

The internet and the information-oriented communities have brought many changes to increase brand power and product sales in many industries. This study investigates the influence of brand preference and information reliability on consumers' purchase decisions. If product information at the internet advertising matches with consumers' previous brand preference, they are more likely to enhance product information reliability after watching the advertising. Such brand preference match through the advertising will increase consumers' intention to purchase. From the results of our experiment, we found that information reliability and memory from the advertising give a positive impact on the intention to purchase when consumers' previous brand preference matches with advertising attributes. Our study suggests that firms need to develop the internet advertising which is closely matched with consumers' preferences.