• Human Ecology Research
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• v.55 no.6
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.2
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• pp.216-226
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• 2002

This study attempts to understand how the perception of service quality as well as shopping motives influence on the emotional responses in store shopping, and to examine how these relevant variables influence on the store satisfaction. The 463 questionnaires were collected from the purchasers in department stores, fashion specialty stores, and national brand franchise stores. The results of this study are as fellows: 1. In regard to shopping motives, two dimensions of product motive and experiential motive were identified, explaining 47.39% of shopping motives. 2. In regard to emotional response, two dimensions of pleasure emotion and displeasure emotion were identified, explaining 65.95% of emotional responses. 3. Shopping motives led to the store satisfaction after the perception of service quality and then the experience of pleasure emotion. These related variables explained 60% of the store satisfaction. 4. The consumers of fashion specialty store showed the highest product motive, whereas the consumers of department stores showed the highest displeasure emotion in the store. As the results showed, customers' shopping motives influence their perception of service quality and pleasure emotion. Therefore, in order to stimulate shopping motives, the store environment that can give customers pleasure and opportunity to pursue various experiences should be provided. As the service quality is a very important variable that leads pleasure emotion in the store, sales persons should be trained to satisfy customers.

• Asia Marketing Journal
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• v.18 no.1
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• Science of Emotion and Sensibility
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• v.5 no.2
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• pp.51-61
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• 2002

This study deals with Rhythm which is one of aesthetic variables. Aesthetics among the factors of consumer preference has been importantly considered in competitive market environment. Therefore , consumers' purchasing standard has been also changed as their consciousness has been changed according to the variation of their lire style. Besides, the technique and method of design faces up to the change because of consumers' diverse wishes. Hence, to satisfy consumers' needs and the market front now on characterized as the short durability cycle of products, a distinctive design should be developed in the form of products that can be an important factor to attract consumers preference. So, in this study, 1 will try to understand typology based on a categorization theory and the conceptual structure of aesthetics, which are importantly considered at the same time. In addition, I will establish a new design process by extracting Rhythm affecting aesthetic. Ultimately, this study aims develop more consumer preferring design beyond the limit of a designer's idea and design generation by the result of this study.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.439-456
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• 2020

In online shopping, "out-of-stock" and "sold-out" are used to indicate product unavailability, and this unavailability and its effects on consumers' behaviors have been studied with great interest for practical purposes. However, few studies have specifically discussed out-of-stock and sold-out products in the same paper. We hypothesized that consumers might cognitively interpret items marked out-of-stock and sold-out differently, and in this paper, we studied these potential differences from the perspectives of consumers' emotions, behaviors, and loyalty based on the stimulus-organism-response framework. In order to explore the differences, we used a multi-method approach that consisted of experiments, surveys, and interviews. Specifically, we built an experimental website on which the same products were categorized as either out-of-stock or sold-out, and we measured the participants' emotions, attitudes, and intentions after the experiment. After two weeks, we conducted interviews to confirm our results and to learn more about consumers' everyday behavior. In the results, males and females demonstrated differences in emotion, behaviors, and loyalty with the interaction effects of an item's being marked out-of-stock versus sold-out. We found that the consumers demonstrated different levels of loyalty based on whether the item was marked out-of-stock or sold-out. We discuss the strategic implications of our findings.

• Fashion & Textile Research Journal
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• v.19 no.6
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• pp.712-722
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• 2017

Attention to appearance is a common concern for all. Images created by appearance play an important role in judging people in terms of social life in contemporary society. This study investigated general behaviours of appearance management behaviours of both male and female college students, and categorised consumption emotion experienced by appearance management. In this regards, it was examined how consumers' psychological mechanism of consumption emotions influences consumers' satisfaction and their behavioural intentions. The main results are as follows: First, female students invest more time and money into appearance management compare to male students and have a higher level of attention. Secondly, both male and female students experience a variety of consumption emotions in appearance management behaviours. According to gender, female students show a higher level of positive and negative consumption emotions than male students. Thirdly, there are five emotional types (Confidence, Annoyance, Refreshment, Enjoyment, Anxiety) as the result of the consumption emotional typology in terms of appearance management behaviours of male and female university students. Fourthly, there are different emotional groups which influence consumers' satisfaction or behavioural intention according to gender in appearance management behaviour. In general, emotional groups such as 'Confidence, Delight and Anxiety' have a positive influence on consumers' satisfaction and behavioral intention, and 'Annoyance' composed of negative emotions have negative influence. In this respect, this research can contribute to beauty product development and marketing strategy with reflecting consumption emotion, and better understanding of consumption culture of university students which plays a pivotal role in appearance management behavior.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.49-65
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• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.1
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• pp.87-96
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• 2014

E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the context of shopping for apparel products. A self-administered questionnaire developed from the literature was administered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equation model of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the data supported most of the predictions. The results suggested that consumer shopping values (hedonic shopping value and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotion urge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model, e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. There are implications that both positive emotion and impulsive buying are important predictors for the e-impulse buying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediator to determine the e-impulse buying of apparel products. This study provides insight to retailers and researchers to understand the structural relationship of consumer characteristics and the e-impulse buying of apparel products.

• International Commerce and Information Review
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• v.15 no.1
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• pp.3-34
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• 2013

This research, which was experimented by dividing tangible and intangible products, established the influence that affects recovery for consumers' complaint behavior and behavioral intention as per each different compensation program. In Experiment 1, the consumers, who experienced complaint behavior owing to company's mistake, have preferably recovered through the compensation program offered by the company. However, there was a significant difference in preference recovery between products that caused complaint behavior. According to the study result, the more clear preference recovery was shown in the case of purchasing laptop than the case of dining in family restaurant. Additionally, the consumers' emotion recovery was possible through compensation.; There was a emotion recovery disparity depending on product type between purchasing laptop case and dining in family restaurant case. The consumers, who experienced complaints, were only able to recover their preference, emotion, and behavioral intention through compensation of which recovery was greater in tangible product case than ordinary service. Meanwhile, there was no distinct difference between recovery compensation types even though the products were identical-type ones whereas it appeared that such tangible product which showed greater purchasing effort as laptop computer was more effective in stimulating emotion response. In Experiment 2, the purpose was to find out the difference between complaint behavior and its recovery process shown after purchase by Korean and Japanese college students, who have different consumer purchasing habits. The both consumers of the two countries, who experienced complaint behavior, demonstrated precise difference in preference recovery while the emotion and behavioral intention exhibited no disparity between the two consumer groups. In this experiment, it was learned that Korean college students were show-off purchase type consumers while on the other hand, the Japanese college students were famous product purchase type consumers. Thus, there was a clear difference in laptop computer purchase process and post-purchase evaluation between these two groups. In particular, the Korean college students had quicker preference recovery through compensation than the Japanese college students on account of their tendency to be consciousness of others. Nevertheless, there was no difference between the emotion recovery and re-purchase recovery and therefore, the compensation program for complaints was proven to affect the emotion and behavioral intention.

• The Korean Journal of Community Living Science
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• v.23 no.3
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• pp.329-338
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• 2012

The purpose of this study was to explore consumers' perceptions and satisfaction of Makgeolli in Daejeon. The study examined the perceptions of consumers of a number of Makgeolli characteristics. A total of 199 respondents provided information regarding their perceptions of Makgeolli. Exploratory factor analysis showed that six factors of consumers' perceptions toward Makgeolli were: delight, harmony with food, atmosphere, health /tradition-related, self-fulfillment, and emotion. Examining the effect of each factor on Makgeolli satisfaction showed that delight had a negative relationship with satisfaction while harmony with food and health/tradition-related showed positive relationships. Atmosphere, self-fulfillment, and emotion did not impact satisfaction. Comparisons of the eleven attributes using t-test between Makgeolli and alcoholic beverages showed significant differences in six attributes: creating a special dining ambience(p<0.001), socializing(p<0.001), enhancing the taste of food(p<0.001), satisfying thirst(p<0.01), esthetic(p<0.01), and stylish(p<0.001). Most of the places where Makgeolli was consumed were traditional bars(53.4%) and Korean restaurants(29.1%). In order to make Makeolli as a global beverage further studies regarding Makgeolli purchasing motivation, satisfaction, consumer characteristics should be studied.