• Knowledge Management Research
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• 제14권4호
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• pp.87-98
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• 2013

Along with the recent development of Social Network Service (SNS), such as Facebook and Twitter, social commerce market is expanding rapidly. As much, understanding consumers' purchase intention in social commerce becomes important. This study attempted to investigate the factors of consumers' purchase intention, and the effects of these determinants(price discount, perceived risk and product review) on consumer's purchasing intension in social commerce networks. Also, the interaction effects between these factors on consumer's purchasing intension were studied. The results showed that the effect of perceived risk on consumer's purchase intention found to be significantly negative. The interaction effect between price discount and perceived risk, and the interaction effect between price discount and review were meaningful on consumers' purchase intention. It indicates that the important factor for consumers to purchase products in social commerce is not just price discount but perceived risk, and that review which consumers think is manipulated has negative effect on purchase intention.

• The Journal of Bigdata
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• 제8권2호
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• pp.109-123
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• 2023

This study investigates the impact of perceived risk, perceived deception, and negative emotional factors on consumer distrust, dissatisfaction, and boycott intentions towards both YouTubers and products that fail to adequately disclose paid advertisements, commonly referred to as "hidden advertisement." Conducted through an online survey, 306 YouTube viewers from South Korea participated in the study. The findings reveal several key insights. Firstly, perceived deception, perceived risk, and negative emotional factors are identified as contributors to increased consumer distrust and dissatisfaction. Secondly, both consumer distrust and dissatisfaction exhibit positive correlations with boycott intentions towards YouTubers and products. This research seeks to unravel the intricacies of online consumer boycott intentions and aims to elucidate the underlying reasons behind such actions. It is noteworthy that in this context, the ramifications of boycotts extend beyond influencers or YouTubers alone, impacting consumer distrust and dissatisfaction, thereby influencing boycott intentions towards the associated products and exerting a lasting impact on a company's branding efforts.

• Journal of the Korean Society of Clothing and Textiles
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• 제45권4호
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• pp.612-629
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• 2021

This research started from hypothesizing that people hesitate to use a fashion sharing economy service due to the consumers' concerns or fears about contagion. The study explores how backstage information can affect consumers' responses to this service, especially their perceived risk and transparency. An online experiment was conducted to test the research questions through Amazon MTurk. The data of 351 participants in total were analyzed. The results show that backstage information, presenting hidden information with images of various product journeys, from packaging to return and laundry, had a positive effect on transparency as well as perceived risk. Both transparency and perceived risk positively affected the service's perceived honesty, and honesty also positively affected consumer engagement. Through the findings that providing backstage information had a positive effect on perceived risk, but the risk had a positive effect on perceived honesty, we can expect the reaction to the information itself to possibly be negative. However, consumers can consider the service as honest at least, which opens the possibility of expecting positive consumer attitudes or responses in a market in the near future.

• Journal of the Korean Society of Clothing and Textiles
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• 제35권5호
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• pp.575-586
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• 2011

This study first examines the effect of perceived body characteristics, satisfaction with body characteristics on perceived size related risk, and internet shopping clothing behaviors; in addition, it also examines the effect of the perceived size related risk on clothing behaviors. A questionnaire was conducted with responses from 219 female students, aged 19 to 25. Data was analyzed by frequency analysis, correlation analysis, ANOVA and Duncan test. The findings suggest that a consumer satisfied with body characteristics has active clothing behaviors to improve her appearance or body image. The effects of perceived body characteristics and satisfaction with body characteristics on perceived size related risk are also identified. The perceived size related risk increases when the size information of an internet shopping mall is insufficient compared to the situation when the consumer is not satisfied with her body characteristics. The meaningful differences of clothing behaviors according to extent of perceived size related risk are identified.

• Journal of Korea Trade
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• 제26권8호
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• pp.1-20
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• 2022

Purpose - The paper aims to develop the theory of TAM and perceived risk through a more comprehensive and rigorous understanding of the influencing factors of the consumer's adoption of LG HomNet smart home from the perspective of trade-offs. Design/methodology - Based on the TAM and perceived risk theory, combined with the individual characteristics of consumers in the context of information technology as the external factors of the technology acceptance model, this paper constructs a theoretical model of the factors affecting the use intention of the consumer. It was empirically tested by using SEM, and survey data was collected from 458 respondents. Findings - The research results show that 9 hypotheses of the research model are supported and have reliable prediction accuracy. Consumers' perceived interest, perceived connectivity and perceived controllability have a significant positive impact on their intention to use. In addition, this paper also confirmed the mediating effect of perceived usefulness and perceived ease of use. Originality/value - Consumers are very concerned about gains and losses. Low-level performance risks, security risks, and financial risks will drive the consumer to have a stronger intention to use, and financial risks have the strongest impact. This research provides a useful implication and guidance for smart home equipment manufacturers and service providers in product and service innovation and marketing and promotion strategies.

• Journal of the Korean Society of Clothing and Textiles
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• 제20권3호
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• pp.502-511
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• 1996

While much research on brand loyalty have been conducted until now, little has been challenged to integrate the results of previous (studies and how the brand loyalty is developed. The purpose of this study was to) suggest and test the model of clothing brand loyalty formation via consideration of all related variables simultaneously using the LISREL. The subjects were 505 male and female college graduates or higher white collar workers in their twenties and thirties living in Seoul, Korea. The data were collected by self- administered questionnaires. The results showed that consumer knowledge, product involvement, and perceived risk are positively related to information search. However, the influence of perceived risk on information search is statistically insignificant. Product involvement is also positively related to consumer satisfaction. Information search and consumer satisfaction are positively related to brand loyalty, respectively. In conclusion, consumer knowledge, product involvement, and perceived risk have positive influences on brand loyalty through the mediating variables of information search and consumer satisfaction.

• Journal of Distribution Science
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• 제21권11호
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• pp.67-75
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• 2023

Purpose: The study is focused on understanding consumer behaviour related to credit card use in retail payment or identifying factors that influence risk perception. Research design, data and methodology: Based on data collecting from structured self-administered questionnaires of 247 Vietnamese bank account payers, this study uses the Cronbach alpha analysis, the factor analyses, the structural equation modeling to assess the research's measurement model and structural model with the presence of knowledge, propensity to trust, self-efficacy, risk perception, intended use and their complex, intertwined relationships. Results: The results reveal that customer's perceived risk, which is affected by their self-efficacy and propensity to trust, negatively impact on their intended use of credit cards in retail payment. However, there is no evidence of the significant influence of consumer knowledge on how they assess potential losses of credit card. Conclusions: These findings provide a better understanding of consumer risk perception, its antecedents and consequence in a direction of credit card adoption. Bank managers or marketers should focus on increasing the information about credit cards and issues related to credit card use in retail payment, promoting mechanisms to encourage customers to participate in the credit card experience.

• Human Ecology Research
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• 제55권6호
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• pp.609-623
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• 2017

Fur apparel is a representative luxury item that displays wealth and social status; however, it is also recognized as an unethical product criticized for its animal maltreatment in the production process. Understanding consumer responses to an ambivalent object, such as fur apparel, is an important research topic both academically and practically. This study investigates the hierarchical effects of perceived benefits and risks of fur apparel on consumers' emotions and purchase intention by applying the ABC model of attitudes to identify the mediating effects of consumer emotions. An online survey was conducted on 390 female consumers that verified hypotheses through structural equation modeling and bootstrapping analysis using phantom variables. The initial results of the survey showed that the relationship between perceived conspicuous benefits and purchase intention towards fur apparel was partially mediated by positive emotion. Second, the relationship between perceived epistemic benefits and purchase intention was completely mediated by positive emotion. Third, the relationship between perceived ethical risk and purchase intention was completely mediated by positive and negative emotions. Fourth, perceived social risk did not affect the purchase intention of fur apparel significantly. The results support that cognitive beliefs about the subject have a significant positive effect on behavioral intentions through emotions as suggested in the ABC model of the attitude. This study provides an in-depth understanding of consumer responses to ambivalent objects by revealing the individual mediating effects of consumers' positive and negative emotions.

• The Research Journal of the Costume Culture
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• 제28권4호
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• pp.409-419
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• 2020

Building on Technology Readiness and Acceptance Model(TRAM), the study aimed to examine how technology readiness affects consumers' perceptions of ease of use, usefulness, and risk, which in turn predict their intention to use retail service robots. Specifically, the study proposed that technology readiness motivators (optimism and innovativeness) would influence perceived ease of use and usefulness, while technology readiness inhibitors (discomfort and insecurity) would affect perceived risk. The study further examined if the perception factors (ease of use, usefulness, and risk) contribute to intention to use retail service robots. A survey method was used with data collected from Korean consumers. The final sample size was 418. The data was analyzed using structural equation modeling. Findings of the study revealed that technology readiness motivators positively affected perceived ease of use and usefulness while innovativeness had no impact on usefulness. All the inhibitors increased perceived risk. Lastly, as hypothesized, perceptions of ease of use, usefulness, and risk predicted intention to use retail service robots. This study extended the retail technology literature by applying and validating TRAM to the context of consumer acceptance of retail service robots. The study further helped marketers and retailers by highlighting the importance of technology readiness in improving consumer perceptions and responses towards retail service robots.

• Journal of the Korean Home Economics Association
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• 제39권6호
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• pp.123-133
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• 2001

The purose of this study was to investigate the effect of clothing image, benefit sought, perceived risk, demographic and consumer's characteristics on the Purchase Intention of Saenghwal-Hanbok. The questionnaire was administered to 227 women in Seoul Data were analysed by factor analysis, correlation and multipleregression. The resets of this study were as follows: 1. The clothing images of Saenghwal-Hanbok were composed of dignified, comfortable, conservative and innovative dimensions. The benefits sought of Saenghwal-Hanbok were identified to traditional aethetics, contemporary aethetics, comfortability The perceived risk of Saenghwal-Hanbok was the only risk on the negative viewpoint of others. 2. The images of Saenghwal-Hanbok with the exception of innovative image have influenced on the benefit sought and the perceived risk of Saenghwal-Hanbok. 3. The positive effects of benefits sought iud negative effect of perceived risk ell the purchase intention of Saenghwal-Hanbok were found. There were also the significant effects of demographic and consumer's characteristics on the clothing image, benefit sought, perceived risk.