• The Journal of Information Systems
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• v.21 no.3
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• pp.117-136
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• 2012

Given to the prevalence of social commerce such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing behavior in social commerce environments. When consumers make purchasing decisions in social commerce, they often act impulsively. This is because social commerce is a deal-of-the-day website that features discounted gift certificates usable at local companies. However, the vast majority of social commerce research has viewed consumer decision-making as a rational process. This study develops a theoretical framework to investigate key drivers of customer's impulsive purchasing in social commerce. This study identifies flow, positive emotion, negative emotion, social commerce attractiveness, and discounted price as the key antecedents of impulsive purchasing. Data collected from 164 users who had prior purchasing experiences with social commerce were empirically tested against the research model using partial least squares analysis. The analysis results indicate that flow plays an important role in facilitating customers' impulsive purchasing in social commerce environments. Moreover, the findings show the exact roles of positive emotion, negative emotion, social commerce attractiveness, and discounted price on consumer's impulsive purchasing.

• Fashion & Textile Research Journal
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• v.7 no.2
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• pp.162-168
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• 2005

The pictures of design details, such as collar type, sleeve type, skirt type, and skirt length, and color tone were evaluated by 377 persons in terms of sensibility and emotion. The data were analyzed by SPSS using ANOVA and Factor analysis to find out the most effective types of details on consumer's sensibility and emotion, and the methods were introduced. The most effective type is skirt length on sensibility and emotion of women's dress. The second type is different according to sensibility and emotion. Sensibility and emotion were composed of three concept: contemporary, mature and character. Sleeve type is second determinant to contemporary concept, and color tone is to mature concept, collar type is to character concept. 41 each details of design were positioned into 3D-concept space to connect each detail type and fashion concept of women's dress.

• Science of Emotion and Sensibility
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• v.5 no.3
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• pp.29-34
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• 2002

This study aimed to investigate the effect of design factors of woven textiles on the consumer's sensibility and emotion. 60 textile design pictures and 18 adjectives were prepared to get responses from 512 adult subjects. Textiles designs were analyzed into 9 design factors, such as, motif source, motif-background ratio, motif interpretation, motif arrangement, motif variation, motif articulation, hue contrast, value contrast, and chroma contrast. The results are followings: 1) The design factors of textiles were connected to other design factors, for example, the type of motif interpretation determined the type of chroma contrast, motif source, the ratio, and chroma contrast significantly. 2) The correlational coefficients of the ratio, motif variation, chroma contrast, hue contrast, articulation, and value contrast were positively signed significantly. 3) Consumer's sensibility was changed in urban, natural, graceful, mannish, young, dynamic, new, modem and etc, as the textile designs were changed in motif source, arrangement, hue contrast and etc.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.506-520
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• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.

• Journal of the Korean Home Economics Association
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• v.48 no.6
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• pp.119-132
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• 2010

The purpose of this study is to investigate the effect of the perceived motivations of the corporate social marketing to fashion brand and the process of consumer-brand relationship building. In this study, we proposed the hypotheses on the relationships among six focal variables. The collected data were analyzed by frequency analysis, reliability analysis, factor analysis and covariance structure analysis with SPSS 12.0 program and AMOS 7.0. 519 complete responses were obtained from core female adults consumers in fashion market. The results were as follows. First, philanthropic motivation significantly affected both benevolence and expert-based trust, but economic motivation significantly affected expert-based trust only. Second, there were significant effects in consumer trust and brand emotion. Third, the brand emotion had a strong influence on brand commitment. The results of this study will help fashion corporations to understand the relative importance of the two different motivations of CSR activities in building consumer-brand relationships.

• Fashion & Textile Research Journal
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• v.13 no.6
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• pp.952-958
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• 2011

The primary purposes of this study were to investigate on effect of consumer's participation on their emotional response, service quality perception and revisiting intention in the beauty service field. The data were collected from 385 customers of beauty salons in Busan area, Gimhae area in Kyongnam and Daegu area. It was analyzed by frequency analysis, factor analysis, reliability analysis, and path analysis. The results were as follows: First, consumer was experienced positive emotion toward their participation of service offering course. Second, there were significant influence their participation on their service quality perception. And in the case mediating emotional response, their were more influence. Finally, consumer was perceived positively service quality when they was experienced positively emotion in service field during service offering course. And they had revisiting intention when they was perceived service quality excellently.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.495-503
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• 2015

This study attempts to reveal that the connection between consumers' self enhancement and consumer-brand relationship can be formed from brand experiences not only through a direct use of products or brands but also through companies' marketing activities including advertising or promotion, in that consumers' sensual, affective, cognitive, and behavioral response to brands are included in brand experiences. After experiencing the Samsung Galaxy S brand with manipulated stimulus, 248 respondents' positive emotion and self-enhancement were increased. Also the positive emotion induced by brand experience increase self-enhancement. This study also shows that brand experience and self-enhancement can significantly affect consumer-brand relationship which in turn affects brand loyalty such as satisfaction, recommendation intention, and repurchase intention. Experiencing strong, favorable, and attractive brand personalities may help consumers to increase positive emotions with self-enhancement and help companies to have brand loyalty through consumer-brand relationship.

• Journal of Fashion Business
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• v.14 no.5
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• pp.49-65
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• 2010

The purpose of this paper is to derive the categories of negative e-WOM (electronic word of mouth) via consumer review. Disclosing the details of negative e-WOM based consumer reviews has never been done before. For this reason, a content analysis was adopted to provide knowledge and understanding of the phenomenon. This paper analyzes the content of 630 consumer reviews posted on the open market internet site, www.auction.co.kr. The analysis was conducted from October 20th, 2008 to March 10th, 2009. The results indicated that the negative e-WOM based consumer reviews can be divided into two categories: the cognitive evaluation and the expression of consumer's emotion. The category of cognitive evaluation is consisted of negative e-WOM of product, negative e-WOM of service, and warning about the risk of purchasing products. The category of expressing consumers' emotion are composed of venting customers' dissatisfaction and passive response of dissatisfaction. Investigating the details of negative e-WOM has a number of implications. Most importantly, the results revealed multidimensional structure of negative e-WOM. This understanding of negative e-WOM communication allows marketers to improve products and services that better meet customers' current and future needs.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2004.11a
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• pp.42-42
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• 2004

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2012.05a
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• pp.17-18
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• 2012