• Fashion & Textile Research Journal
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• v.9 no.5
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• pp.500-506
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• 2007

This study aims to examine what consumers perceive about affection and control in association with personified brands, and to explore what effects such perception has on consumer behavior. The research methodology employed a questionnaire surveying female university students in the Seoul. The data were analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed. The data analysis method employed a factor analysis, analysis of variance, and multiple regression analysis. The study found that consumers' perception of personified brands is divided into Friendliness and control like in interpersonal communication, and consumers' preference and purchase intention becomes different depending on affection and control perception. In particular, it was analyzed that more important factor that decides preference and purchase intention is the perception in the aspect of control, not in the aspect of Friendliness.

• The Journal of Fisheries Business Administration
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• v.45 no.2
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• pp.15-28
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• 2014

Concern about food safety among consumers is very high at the moment, because many problems related to food safety have occurred, such as Bovine Spongiform Encephalopathy (BSE). To improve consumers' reliability about food safety issue, government in every country have tried to set various food policy, and the Korean government has also tried to set consumers at ease about their diet, for instance, food traceability system. The aim of this study is to define consumer perceptions and intention to participation for solar salt traceability system. As the results, consumers generally have positive perception about solar salt traceability system, and the study identifies that attitude, reliability and availability significantly influence intention to participation for solar salt traceability system.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.5
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• pp.826-840
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• 1996

With rapid changes in social and marketing environments, catalog retailing emerges as a new method of selling clothes in Korea. In catalog shopping, in-store and multi·store search behavior are omitted saving consumers time and effort. On the other hand, consumers may lose recreational enjoyment of shopping when they purchase clothes through catalog. In this study, consumers perception of shopping cost and recreational shopping orientation were tested as consumer characteristic intervening catalog shopping behavior. The concept of shopping cost was derived from Darian(1987)'s analysis of cost and benefit of store shopping and in-home shopping. A national sample of 700 adult women was surveyed and 477 questionnaires were returned and used for statistical analysis. Nine shopping cost perception variables were found to have significant positive relationships with the purchase intention of apparel through catalog. As a result of confirmatory factor analysis, two factors of shopping cost were found; perception of lack of shopping time and perception of store search effort. Causal modeling of LISREL analysis showed that percetion of lack of shopping time was strongly related with patronizing intention of catalog shopping. Since catalog shopping exclude enjoyment of store shopping activity, it can be logically inferred that recreational store shoppers have less chance of being catalog shoppers. However, the result of LISREL analysis showed that there were no negative relationship between recreational shopping orientation and catalog shopping intention. This suggests that consumers might experience enjoyment of shopping through catalog when properly presented.

• Journal of Fashion Business
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• v.23 no.6
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• pp.37-48
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• 2019

This paper aims to stretch the technology acceptance model (TAM) approach by investigating a clothes rental network. One of the understudied geographies of the world economy is the large-scale international trade in clothes, which are consumed by Chinese consumers. An online (www.sojump.com) survey was conducted by including 303 Chinese respondents. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicated that external influence has a significant impact on the perceived ease of rental. Furthermore, consumers' perceived ease of rental influences the attitude towards renting, and perceived ease of rental plays a complete mediating role between them. However, external influence has no significant impact on perceived usefulness, and consumers' perceived usefulness has no impact on rental intention. In addition, attitude towards renting works as an indispensable mediation between perception and behavior. This study highlights the role of perception, attitude, behavior on clothes rental, and provides guidance and suggestions for clothes rental platform.

• Journal of the Korean Society of Clothing and Textiles
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• v.15 no.4 s.40
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• pp.405-416
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• 1991

This paper examined the risks perceived by consumers in apparel buying situation by 1) measuring the contents and perception level of risk, 2) categorizing each risk into meaningful factors (risk types), 3) analyzing the relationships between risk types and consumers' demo-graphic variables. 224 respondents deliberately selected to include each level of S demographic variables were contacted with 37-item question3.ire. Factor analysis showed that 32-item perceived risk could be categorized into 6 risk types: psychological. social, economic, time/convenience loss, fashionability loss, performance risk. Psychological risk were perceived highest in terms of perception level while social and performance risk showed relatively low perception level. 4 of 5 demographic variables including sex, education level, income, occupa-tion showed partial relationship with each risk type after ANOVA and Duncan test. Sex had the greatest influence on risk perception level and each age level (20's, 30's, 40's) showed different risk structure.

• International Journal of Contents
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• v.3 no.4
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• pp.30-35
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• 2007

Chinese hotel industry needs to continue consummation. Especially the physical environment direct or the indirect influence to the consumers has not caused the hotel managers enough attention. Chinese hotel industry also lacks to the physical environment whole perception and the understanding. This paper research purposes are: how through that improve the hotel physical hotels. And what's disparities between the Chinese hotel industry in the physical environment and the Western developed country, how needs to improve and so on. Therefore, this paper has mainly studied and analysis the hotel atmosphere, the hotel facility, the hotel cleanliness, the hotel position, customers' overall satisfaction, the repatronage which independent effect, relations and the importance of them in Chinese hotel industry. This paper have made 5 hypotheses to relations of the hotel atmosphere, the hotel facility, the hotel cleanliness, the hotel position and customer's overall satisfaction, the repatronage. We have carried on the questionnaire survey to four hotels, altogether send out to the 250 questionnaires, and have received 202 questionnaires. Through after these analyses, the 1 hypothesis cannot have the data support. Therefore, the conclusions are: the first, the good hotel atmosphere has the positive influence to the consumer overall perception; the second, the higher hotel cleanliness has the positive influence to the consumer overall perception; the third, the convenience hotel position has the positive influence to consumer's perception; the fourth, the consumers' higher overall satisfaction has the positive influence to consumer's repatronage. But the influence of the higher hotel facility to consumers' perception cannot have the enough support from the data.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1257-1266
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• 2021

The study examines factors that influence shopping intention of online consumers in Vietnam. Studied factors include consumers' attitude, subjective norms, perception of behavioral control, perception of usefulness, perceived risks and trust. The expansion of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) are used as basic theories. We have surveyed people who have experiences on online shopping. There are 836 selected questionnaires that are qualified for data processing. The collected data are analyzed through a process which starts from scale reliability test to exploratory factor analysis (EFA), correlation analysis and regression analysis. The results show that shopping intention of online consumers are positively affected by their attitude, subjective norms, perception of behavioral control, perception of usefulness and trust. In contrast, online shopping intention is negatively affected by the perceived risks that online shopping could bring. Among those factors, the perception of risk is shown to have the strongest influence to online shopping intention. The findings of this study suggest that managers and retailers can apply cash-on-delivery method and design their website with user-friendly interface to enhance online shopping intention of consumers. The Government is also recommended to fulfill the law system to reduce customers' perception of financial risks.

• Journal of Fashion Business
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• v.25 no.2
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• pp.110-126
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• 2021

This study aims to explore consumers' perception regarding "one-mile wear" and "home wear" fashion, an emerging trend during the Coronavirus disease (COVID-19) pandemic, and to identify the changes in consumers' perception of this style before and after the pandemic. The data collection period was set as one year before and after the outbreak as of January 1, 2020, and blog posts with keywords "one-mile wear" and "home wear" were collected. Further, textual data crawled and refined using Python 3.7 libraries, and centralities were measured and visualized through NodeXL 1.0.1 and Ucinet 6. According to the results, first, consumers' perception regarding one-mile wear fashion was divided into the following eight categories: wearing situation, expected attribute, style, item, color, textile, shape, and target wearer. Second, before the pandemic, home wear was recognized as pajamas or indoor wear; after the pandemic, home wear was recognized as one-mile wear, outdoor wear, and daily wear. Moreover, keywords, such as "telecommuting", "social distancing", "untact", and "upper body", appeared after the pandemic. It was confirmed that consumers' perception of home wear was affected by the pandemic.

• Korean Association of Arts Management
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• no.52
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• pp.107-133
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• 2019

This article is aimed at exploring what factors influence the perception change of the consumers for the cultural heritage values in the case of the cultural heritage policy program entitled with the cultural heritage Yahaeng. The consumers is considered as a key factor in the value creation system of the cultural heritage Yahaeng. It is necessary that the priority of the cultural heritage Yahaeng should be shifted from the supplies to the consumers. The consumer-based model of cultural heritage utilization is used as a theoretical framework. This study examines the influence of cultural heritage authenticity, cultural motivation, management system, loyalty on the perception change of the consumers for the cultural heritage values. This study is empirically examined by the means of a survey conducted on 205 visitors in the case of the Suncheon Yahaeng. The results indicate that the cultural heritage Yahaeng positively influences the perception change of the consumers for the cultural heritage values. In addition, the results indicate that cultural heritage authenticity is the most important factor which positively influences the perception change of the consumers for the cultural heritage values. In addition, the results indicate that cultural motivation positively influences on the perception change of the consumer for the cultural heritage values through the mediating variable of the loyalty. In line with its results, the article recommends that the significance based management system, evaluation system focused on the perception of the consumers for the cultural heritage should be established in the future. The article concludes that the local residents should be importantly considered as consumers and the collaborative partners in the cultural heritage Yahaeng.

• Asia Marketing Journal
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• v.14 no.2
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• pp.39-63
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• 2012

Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.