• Journal of Fashion Business
• /
• v.18 no.6
• /
• pp.19-37
• /
• 2014

This study attempts to explain the unique patterns in Korean consumer behavior regarding the luxury fashion brands' donation activities by exploring the moderating effects of corporate ability (CA) and subjective norm (SN) on the relationship between donations and consumers' brand preference, brand trust, and purchase intention. A total of 209 completed questionnaires, collected from online surveys, were analyzed using moderated multiple regression. The result shows that donation amount information positively influences consumers' brand preference, brand trust and purchase intention toward luxury fashion brands. Next, CA strengthens the relationships between donation amount information and consumers' brand trust and purchase intention. SN from the opposite gender compensates for the negative effect of negative donation amount information on consumers' trust toward luxury fashion brands, whereas SN from the same gender does not influence those relationships. This study provides a deeper understanding of luxury fashion brands' donations and consumer responses in South Korea-one of the important test markets for luxury fashion brands to expand their business to Asian countries.

• The Journal of Asian Finance, Economics and Business
• /
• v.3 no.4
• /
• pp.39-42
• /
• 2016

NFPs support a sustainable society and they rely on contributions from donors. Donor behavior is a kind of consumer behavior that influences fundraising by NFPs. In order to make fundraising functional under a principal-agent relationship, NFPs must construct trust through proper provision of accounting information. For donors, financial statements are main source of accounting information. Edelman revealed that the level of trust in Japan's NFPs is the lowest in East Asia, because of a lack of transparency and accountability. Some researchers had investigated donor behavior as a kind of consumer behavior and had provided supportive results that accounting information influences donor behaviors, before this research was conducted. This research investigates this background by conducting questionnaire-based survey. Main questions of this questionnaire were created according to criteria that BBB are using for NFPs in the U.S. The results of this survey revealed the lack of reliability of basic accounting information in Japan and that education in higher educational institutions can improve this situation. This survey also revealed that a rating agency like BBB, which evaluates accounting information of NFPs, could improve trust on NFPs. The implications of this study can apply to the other countries and regions where trust in NFPs is insufficient.

• The Research Journal of the Costume Culture
• /
• v.25 no.6
• /
• pp.831-846
• /
• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Journal of the Korean Applied Science and Technology
• /
• v.38 no.4
• /
• pp.1156-1164
• /
• 2021

This study sought to provide basic data on the soccer shoe brand strategy method by verifying the effectiveness of the soccer shoe brand 3i model to derive the importance and implications of the brand 3i model. Therefore, the sample was selected for those who have purchased soccer shoes for the past three years, and 421 copies of the data were applied to the final analysis. Data processing performed frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, and structural equation model analysis, all of which utilized SPSS (ver. 21.0) and AMOS (ver. 20.0) programs. The conclusions of this study are as follows. First, soccer shoe brand 3i model had a significant influence on brand trust. Second, brand trust had a significant influence on consumer purchasing behavior. Third, soccer shoe brand 3i model had a significant influence on consumer purchasing behavior. Lastly, brand trust between soccer shoe brand 3i model and consumer purchasing behavior showed partial mediated effect.

• Journal of Digital Convergence
• /
• v.19 no.12
• /
• pp.255-260
• /
• 2021

The collaboration that seeks to complement each other by judging and sharing the comparative advantages between companies is currently being actively progressed as a new and unusual collaboration that is not routine among not only the same industry but also different industries. This trend is increasing consumer interest based on enjoyment and fun. However, these collaborations cannot consistently lead to positive effects, and rather, if all companies collaborate, it could have an adverse effect. The current study explored the consumer's response to the attitude toward product and purchase intention of collaboration through consumption value and brand trust based on the consumer's understanding, assuming that the consumer's response cannot always be positive. As a result, brand trust played a mediating role in the intention to purchase and attitude toward product. This study examines the relationship between consumption value and collaboration products between brands, and from the perspective of a company, it can provide practical implications for establishing brand management and strategy through a unique collaboration strategy based on the understanding of consumers.

• Journal of Distribution Science
• /
• v.16 no.11
• /
• pp.57-64
• /
• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• Human Ecology Research
• /
• v.52 no.6
• /
• pp.601-616
• /
• 2014

This study's aim was to explore the relationships among consumers' perceived risk, trust, and familiarity with products made in China. We invited 489 Korean adult consumers, who had purchased products made in China earlier, to take part in this investigation. Data analyses were conducted using a reliability test, confirmatory factor analysis, and structural equation modeling (SEM) with SPSS ver. 21.0 and AMOS ver. 21.0. We assumed that the perceived risk could be classified into four types: financial, performance, psychological, and social risk. The empirical verification through SEM indicated that all four types of the perceived risk represented a negative influence on the trust. Further, only the financial and psychological risks were significant when consumers were not familiar with products made in China (novice); in contrast, the experts (consumers familiar with products made in China) showed that the performance and social risks were effective. Finally, we found that there was a moderating effect of familiarity on the relationship between three types of perceived risk, namely financial, performance, and psychological risks, and trust, but the social risk was not affected. The results of this research should help us to understand the consumers' risk perception of imported goods and to formulate criteria on the basis of which the consumers evaluate these products. This research can help companies, particularly those in China, to formulate market strategies effectively when they enter a foreign market such as Korea by exploring the influence of the perceived risk on local consumers' purchasing behaviors as well.

• Journal of Fashion Business
• /
• v.22 no.3
• /
• pp.39-56
• /
• 2018

Since trusting in other consumers may refer to having similar needs and preferences on fashion goods with them, interpersonal trust can be a reliable and practical criterion for market segmentation online. Therefore, this study aims to identify fashion online consumers based on interpersonal trust. This study segments fashion consumers based on interpersonal trust and experience and describes characteristics of each segment by examining demo-psychographic and behavioral variables as well as clothing consumption values. An online survey was conducted to collect data from 426 adult consumers who had bought fashion goods from their patronized e-tailer in the past one month. They completed a self-administered questionnaire inquiring about interpersonal trust, trust in e-tailers, purchase intentions, clothing consumption values, and their purchasing behavior online. Two-step cluster analysis generated four segments: distrustful doers, trusting doers, inactive trusters, and distrusters. They exhibited different characteristics in gender, online experiences, interpersonal trust, clothing consumption values, trust in the e-tailers, and attitude toward the e-tailers. Providing a new effective segmentation base, this study suggests that fashion marketers identify customers with a high level of trust in other customers and develop an encouraging environment that customers can interact with others in order to increase the effectiveness of trust. Because customers with a higher level of interpersonal trust are likely to have stronger trust in e-tailers with, more favorable attitude and purchase intention, and highly perceive the value of clothing consumption than those who have a lower level of interpersonal trust.

• Journal of Global Scholars of Marketing Science
• /
• v.15 no.2
• /
• pp.1-25
• /
• 2005

Unlike the traditional bricks-and-mortar marketplace, the online environment includes several distinct factors that influence Web site trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with web companies they trust. This study examines 1) how Web site trust is affected by the following web purchase-related factors: security, privacy, brand name, word-of-mouth, good online experience, and quality of information, and 2) how it influences outcomes. Unlike Urban and colleagues' study (2000), the author argues that not all e-trust bUilding programs guarantee success in building Web site trust. In addition to the mechanism depending on a program, building e-brand trust requires a systematic relationship between a consumer and a particular web site. The findings show that Web site trust does not build one or two components but are established by the interrelationships of complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.6 no.3
• /
• pp.179-190
• /
• 2010

With science and technology getting more and more advanced, the scope of digital product is expanding and the new products continuously are introduced on the market. On the basis of consumers' attachment to products, we investigated the consumers' behaviors towards the product when a digital product is extended. As a result of an empirical analysis, it turned out that a consumer tended to have higher trust and a positive emotion about relevant goods if he or she had a strong attachment to digital products. However, even though one had a strong attachment to digital products, the emotion about the corresponding brands did not necessarily appeared to be positive. In the event that a brand of digital products was extended to other new products, only the trust in the brand exerted significant influence on the consumers' behaviors towards the extended products. Finally, this study suggests some theoretical and managerial implications for effective strategies in response to customers' attachment to digital product.