Purpose - The purpose of this study was to examine the effect of the heuristic type of consumers affecting purchase decision making and the intention of shopping value in their relationship to derive mobile social commerce purchase promotion plans. Research design, data, and methodology - A research model was constructed to relate the mediating effect of shopping value between heuristic types and purchase intentions. A total of 233 valid questionnaires were used for analysis for users using mobile social commerce. The statistical program used SPSS 24.0 and AMOS 24.0, and correlation analysis, regression analysis, and 3-step parametric regression analysis were used for the analysis. Results - The results of the analysis showed that representativeness heuristics, availability heuristics, adjustment heuristics, and affect heuristics had a statistically significant effect on the utilitarian value and the hedonic value. On the other hand, affect heuristics among the heuristic types were found to have the greatest influence not only on the utilitarian value but also on the hedonic value. The two types of shopping value were found to be partially mediated between representativeness heuristics and purchase intentions, between adjustment heuristics and purchase intentions, and fully mediated between availability heuristics and purchase intentions, affect heuristics and purchase intentions. Conclusions - These findings suggest that mobile social commerce companies should check in advance how consumer heuristic types affect purchase intentions. In particular, affect heuristics are caused by consumers' emotional mood such as mood or external stimulus being more important to decision making than rational decision making. Therefore, the result of this study suggests that it can be an important factor to secure the competitiveness that the potential customers who access to use mobile social commerce can feel enough fun and enjoyment in the platform provided by the company. It is also worth paying attention to the utilitarian and hedonic values perceived by consumers. This is because the judgment regarding the economic, convenience and important information provided by the mobile social commerce users affects the purchase intention through the trust of the information, past use, and shopping experience displayed on the mobile social commerce platform.
Sustainable fashion products have different characteristics from typical fashion products. Therefore, this study focuses on shoes while exploring the expansion and development of sustainable fashion consumption as well as consumers' perceptions of the sustainability approaches practiced by shoe companies. In-depth interviews were conducted with 24 consumers, who had purchased sustainable shoes, in order to understand their purchase decision-making process and consumption characteristics, using the seven stages of the EBM model. In the "need recognition" stage, the survey participants' social background and family influences were categorized as macro factors, while their personal background influences were categorized as micro factors. In the "evaluation of alternatives" stage, participants reconfirmed whether or not to make a purchase based on the product's properties, such as price, brand value, and offered services. In the "purchase" stage, participants' purchase channels were determined according to their preferences as well as the selection pattern they followed until the final purchase within the chosen channel. In the "consumption" stage, the start of product ownership coincides with the start of using the products after making a purchase. In the "post-purchase assessment" stage, higher positive experiences led to a higher repurchase intention of sustainable shoes, while negative experiences caused participants to defer consumption and made them experience a sense of guilt for failing to consume sustainably. During the "post-purchase behavior" stage, which focused on the categories that the customers prioritized, many participants spread information about sustainable fashion to specific individuals through active online WOM behavior.
The purpose of this research is to offer basic data for the study of men's suit by investigating purchase behavior and fit of men's ready-made suit for Koran adult men. The subjects were male who aged 25∼39 and resided in Seoul, Kyunggi and Chungnam regions. The results of the research are summarized as the following : 1. Male consumers purchase suit most frequency at department, specially stores. As the consumers grow older dependency on their spouses'opinion for purchase decision increases. The standards of purchasing are stated to e design, price and color. 2. the male consumers are generally knowledgeable about the current sizing system. Yet, the knowledge is confused with the pst and present systems. 3. When the male consumers purchase, they consider mainly for the fit of th d\\body part are shoulders for the jacket and waist, hip for the pants. 4. The attitude to toward the combination of sizes for the jacket is comparatively satisfaction than pants. Specially, most negative part of jacket is the length of sleeve.
Purpose - In the academic literature, the researches on a comparative study on purchase behaviors of the consumers from emerging and mature markets remain limited. Therefore, this empirical study is attempted to examine the effects of country of origin (COO), brand image and corporate image on the purchase behavior of Chinese consumers (as from emerging market) and Korean consumers (as from mature market). Research Design, data, methodology - In total, 615 valid questionnaires were collected from the main cities of China and Korea respectively, and a multiple group analysis was conducted to test the hypotheses with SPSS 16.0 and AMOS18.0. Results - Chinese consumers are not influenced by country-of-origin effect, whereas Korean consumers are sensitive to it. Both Chinese and Korean consumers are sensitive to brand image, whereas corporate image does appear to influence Chinese consumers but not Korean consumers. The effects of country-of-origin are not more influential in less developed market (China) than more developed market (Korea). Conclusions - According to the results of this empirical study, the country-of-origin effect does impact Korean consumers but not Chinese consumers' purchase behavior. Therefore, multinational companies are relatively free to make the decision, if Chinese consumers are the marketing targets, when choosing manufacturing sites.
NAKUDOM, Sor sirichai;NAKUDOM, Siwaporn;NOOBUTR, Pinrudee;KHIAWNOI, Pannapa;WANNAPIROON, Panita
유통과학연구
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제21권1호
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pp.45-52
/
2023
Purpose: This study aims to analyze the confirmation the purchase decision of community enterprise products, such information is an important issue for community enterprise entrepreneurs to develop a marketing strategy through the purchasing decision of community enterprise products Research design, data and methodology: The research was designed by using mixed methods research (exploratory design), starting with in-depth interviews of consumers of community enterprise products to determine the reasons for their purchase decisions. The researcher then used the data from the in-depth interviews to create a questionnaire for consumers of community enterprise products. These data were used to analyze the confirmation components of such elements. Results: The analysis found the following. 1. Decision-making is based on a product 2. Decision-making is based on social context considerations Conclusions: Develop an image to make a difference between community enterprise entrepreneurs and general entrepreneurs for distribution. The local wisdom, it is a local intellectual resource. It should be used in adjusting or blending old knowledge with new knowledge together appropriately. Creating community participation, love, unity, and the sympathy of the people in the community can help in participation in the operation of community enterprises.
In this study, we try to understand the role of online social recommendation and the similarity of preferences between the recommender and the recommendee on consumer decisions in the framework of the two stage purchase decision-making process. Applying construal level theory to our context, we expect that the role of social recommendation and the similarity of preferences would vary over the stages in the two-stage decision making process. To test our hypotheses, we collected the data through an incentive compatible experiment, and analyzed the data with nested logit model. As a result, we found that the role of online social recommendation varies over the stages. Consumers take recommendation from similar others at the stage of consideration set formation, but no longer consider it at the stage of final choice. Consumers take recommendation from dissimilar others at the stage of consideration set formation. At the stage of final choice, however, consumers avoid choosing the option recommended by dissimilar others. The results of our study enrich the understanding about the role of social recommendation, and have implication to marketing practitioners who attempt to make online social recommendation system more efficient.
Jonathan Axcel ANTAPUTRA;Charly HONGDIYANTO;Steven GUNAWAN
융합경영연구
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제11권4호
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pp.77-87
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2023
Purpose: In a business, it is very important to be able to pay attention to consumers. When making a purchase, consumers will first evaluate until they make a purchase decision. This study was conducted to analyze the effects of price, promotion, and product quality on consumer purchasing decisions on poultry feed. Research design, data, and methodology: The research was conducted quantitatively using the Google Form Survey instrument to collect respondent data. The population of this research is poultry feed consumers in Indonesia. Ninety-two respondents participated in this study. Results: The findings revealed that all the independent variables used in this research contribute significantly to determining customer purchase decisions. Conclusions: The results of the study found that price, promotion, and product quality had positive and significant effects on consumer purchasing decisions for poultry products
The purpose of this study is to explore emotion aspects of consumers purchasing clothing through cable television home shopping. Qualitative research method is used to widely understand how emotion aspects of consumers have effected on their purchasing behavior. The results of depth interviews may be classified into 13 feelings factors satisfaction, pleasure/delight, respect, attraction, fresh, convenience, unburdened, emptiness, displeasure/temper, anxiety, tedious, distrust, regret. The content of information acquiring from the process of clothing purchase decision making is analysed. In the problem recognition stage, purchase motivation were physical space (around people) and imaginary space(by how clothing goods are introduced to consumers thorough TV monitor). In the information search stage, purchasing action patterns to search information were situational pattern and habitual pattern. In alternative evaluation stage, the considering best important factors to choice clothes were quality, price, design, and color. In purchase stage, consumers said they felt anxiety, because of characteristics of purchase way that they should pay first and then received the ordered goods a fews days later. In post-purchase behavior stage, if consumers satisfied goods purchased through TV home shopping, they recommended it to around others, but unsatisfied with ordered goods, they tried to refund, exchange with anther one, or write it on homepage of the home shopping company.
With the explosive growth of the Internet, Internet shopping malls have become recognized as one of the major purchasing channels for consumers, as well as one of the competitive distribution channels for companies that allow them to contact with customers without intermediaries. It has motivated information systems(IS) researchers to examine the factors influencing consumer behavior and the purchase decision process in the context of Internet shopping malls. Despite the extensive research that has been conducted on the purchase decision process of consumers in online shopping malls, the results have demonstrated a need for further understanding of consumer behavior due to the unique features of virtual space and the characteristics of online consumers. Previous studies from marketing and consumer behavior domains have suggested that the concept of involvement plays an important role in explaining consumers' purchase behavior. Despite the critical role of involvement and the explosive growth of e-commerce, little research has examined the role of involvement in the Internet shopping mall context. With this motivation, this study has two research objectives. First, it introduces and tests an theoretical model capable of better explaining consumers' intention to purchase in the Internet shopping mall context. The proposed model extends and integrates existing models on purchase intention by incorporating purchase experience, innovativeness, and perceived self-control as the consumer factors, along with perceived risk, information provision, and perceived price as the Internet shopping mall factors. Second, this study examines how involvement differences may affect consumers' intention to purchase. For this purpose, two factors from involvement theory, involvement type and involvement level, are introduced into the research model as moderating variables. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. All question items were measured with a seven-point, Likert-type scale, with anchors ranging from 'strongly disagree' to 'strongly agree.' Two IS researchers reviewed the instrument and checked its face validity. We collected empirical data for this study over a period of two weeks from subjects who had purchase experiences through Internet shopping malls. A total of 473 complete and valid responses were obtained. We carried out data analysis using a two-step methodology with AMOS 4.0. The first step in the data analysis was to establish the convergent and discriminant validity of the constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical results partly support the proposed model and identify the moderating effect of involvement differences. Theoretical and practical implications of the study are discussed, along with its limitations.
As Korea has approached the aging society, older Koreans have become an important force in restaurant sales today. To succeed with this silver market, it is important for restaurant managers to know who they are and which factor influence the older Koreans' eating-out decision making process. The purpose of this study was to investigate the effect of the elderly consumers financial independency on restaurant selection process. Data were collected from 178 older consumers above 55 years old and analyzed using the descriptive statistic analysis, MANOVA, and one-way ANOVA. The results showed that the elderly consumers financial independency significantly influenced the decision making process in determining where they eat out Significant differences were found between high income group and low income group in the Problem Recognition Step(Wilks' Lambda=0.776, F=3.796), Information Search Step(Wilks' Lambda=0.779, F=2.959), Alternative Evaluation Step (I :Wilks' Lambda=0.835, F=1.748/ II :Wilks' Lambda=0.764, F=3.212), and Purchase Decision Step(Wilks' Lambda=0.849, F=2.412), except the Post-Purchase Behavior(Wilks' Lambda=0.933, F=1.179). The more financially independent older consumers were, the more directly they were involved in the eating out decision making process. Older consumers with higher income and more personal property were likely to 'propose to eat out by themselves'(F=10.986), to obtain restaurant information from the 'printed materials'(F=9.707), to consider 'convenient location' as most important factor when they eat out(F=5.594), and to go to 'family restaurant'(F=7.067), 'Japanese restaurant'(F=7.391) and 'fine dining restaurants'(F-=6.382). In conclusion, we found that the elderly consumers financial independency did influence the eating-out decision making process. Considering that older Korean will become a financially independent consumer and will be eating away from home more often, food service operations should actively position themselves for this market and develop the market-driven menus and services to meet their needs and expectations.
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