• Asia pacific journal of information systems
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• v.15 no.2
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• pp.1-21
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• 2005

This study is an empirical study about the effects of perceived risks and perceived benefits on purchase intention in mobile commerce. Perceived risks and perceived benefits are proposed as mediators that make a significant impact on purchase intention in mobile commerce. Also, this study compared the direct effect of perceived risks, perceived benefits and consumer subjective knowledge to purchase intention. As antecedents of perceived risks and perceived benefits, subjective knowledge, mobile Internet familiarity, credibility for the purchase and provided information level are proposed and verified. Results from this study are as follows: First, the effect of perceived risks to purchase intention is not significant whereas that of perceived benefits is significant. Second, this study revealed that mobile Internet familiarity, credibility for the purchase and information level are significantly related to mobile purchase intention through perceived benefit. Third, subjective knowledge makes a significant impact on purchase intention directly not mediated by perceived risk or perceived benefit. Based on these results, managerial implications for mobile commerce vitalization and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.6
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• pp.233-240
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• 2020

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach's alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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• pp.1036-1047
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• 2003

This study was carried out in the purpose of proposing internet marketing strategy which can make conversion rate higher through analysis of internet shopping behavior types. This study was executed in two stages; qualitative study, quantitative study. In the qualitative study, internet shopping behavior types were investigated through the In-depth interview and direct observation, and then in the quantitative study, differences of internet shopping behavior types according to consumer characteristics, product properties and shopping-mall types were examined. For qualitative study, 30 samples by focus sampling were inquired and for quantitative study, 334 data were collected through web survey. The results of this study are as follows: First, 7 Internet shopping behavior types of apparel were found through the qualitative study: cautious purchase by price comparison, searching purchase, special low price purchase, impulse purchase, prepurchase deliberation, information accumulation, recreation-oriented. Second, in relation to consumer characteristics, consumers that have many internet purchase experiences showed goal-directed behavior more and female did more special low price purchase behavior and impulse purchase behavior than male. Third, according to product properties, high price product led more cautious purchase by price comparison & prepurchase deliberation behavior and fashionable product led more information-searching behavior. In the case of low price and fashionable products, impulse purchase behaviors were showed more. Forth, according to Internet shopping mall types, category killer shopping mall visitors showed information search behavior, recreation-oriented behavior more.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.683-694
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• 2015

This study defines the concept of triple media and examines various marketing media that influence a consumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searches related to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumers who visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764 questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads, campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in owned media, and two factors (channels of social network services, channels of direct promotion) in earned media. Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotional activities, product power, and customer service). The teenager group showed significantly low usage of campaign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high among teenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality when evaluating clothing and are most likely to value product power. Additionally, women show significantly high usage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicality and promotional factors than men. The theoretical and managerial implications of the findings are discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.775-786
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• 2011

This study examines whether there are differences in the evaluation of clothing products according to self-efficacy in purchasing clothes. A total of 300 surveys were distributed and 231 were used for analysis. The data were analyzed by regression and factor analysis. The results are as follows. First, there were significant differences in the product attributes considered according to self-efficacy in purchasing clothes. The consumers with high self-efficacy considered diverse product attributes comprehensively when making purchase decisions and had significantly higher score in perceived value and post-purchase satisfaction level than the consumers with low self-efficacy. Second, there were differences in the attributes of clothing products that effects perceived value according to self-efficacy in purchasing clothes. The attributes of 'clothes that I like' and 'necessary clothes' had a significant effect on perceived value for both consumers. The attributes of 'design that suits me' and 'inexpensive price' had significant effect on perceived value on consumers with high self-efficacy while the attributes of 'harmony with other clothes' had a significant effect on perceived value for consumers with low self-efficacy. Third, there were differences in product attributes and the perceived value that influenced post-purchase satisfaction level according to self-efficacy in purchasing clothes. The attributes of 'design that suits me' and perceived value had a direct effect on the post-purchase satisfaction level four consumers with a high self-efficacy. For the consumers with low self- efficacy, the attributes of 'clothes I like', 'necessary clothes', and 'design similar to that of usually purchased products' had a direct effect on post-purchase satisfaction level; however, the effect of perceived value was not found.

• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.285-297
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• 2019

Retail firms have begun to pursue the marketing strategies, which stimulate consumers' sensibility and lead people to purchase their products. The visible effects of visual merchandising (VM) arouse consumers' interest and play an effective role in having busy people efficiently choose products. Apparel retail stores such as SPA use the offline store to be the experiential environment of their branding. Consumers' sensitivity and response toward various visual merchandising strategies needs to be accessed. The purpose of this study is to identify VM consciousness and VM evaluation attribute factors. Relationship of such variables with other variables were accessed. As consequence variables, product satisfaction and unplanned purchase behavior were included in the study. An empirical survey data was collected from men and women of various ages. Results indicated that VM consciousness and VM evaluation attribute factors were not correlated with consumer demographic variables. VM evaluation attributes were factored into appropriateness, attractiveness and functionality dimensions. Clothing involvement and brand orientation significantly influenced product satisfaction and unplanned purchase. The direct and indirect effect (via VM consciousness) were significant. For unplanned purchase, brand orientation only had indirect effect. The influence of VM evaluation attribute factors were significant. Appropriateness had stronger effect on product satisfaction whereas attractiveness had stronger effect on unplanned behavior. Functionality dimension had only indirect effect on product satisfaction but did not show significant direct and indirect effects on unplanned purchase. This study identified the pivotal role of VM consciousness in various shopping and purchasing circumstances in offline retail store of apparel brands.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.47 no.2
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• pp.153-163
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• 2011

The main purpose of this study is to understand the marketing approaches and strategies that are used to disseminating biodegradable fishing gears and distinguish the cognition and the non-cognition group's attitudes on the product. We used a technology acceptance model for analyzing product attributes and its impacts on fishers' purchase. The result of this research shows that 'perceived usefulness and easiness of use' have positive effect on 'purchase intention,' and then give impacts on 'purchase intention' for the entire respondents. For the cognitive respondents these factors have influence on 'attitude' but they do not affect 'purchase decision.' However, 'perceived usefulness and easiness of use' have much positive impact on 'purchase intention.' In the non-cognition group, the 'perceived intention' and 'company and country of manufacturers' have direct positive effect on 'purchase intention' through 'attitude' and also 'on 'purchase intention.' This research provides some meaningful policy implications on further development and technology marketing of biodegradable fishing gears.

• Korean Journal of Human Ecology
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• v.20 no.4
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• pp.849-860
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• 2011

This study explores a structural model to examine the relationship between web browsing motivation, retail strategy and purchase conversion for apparel on shopping websites. A self-administered questionnaire based on existing scales includes web browsing motivation, retail strategy, and purchase conversion intention of apparel on the shopping websites. A total of 499 usable questionnaires were obtained from consumers aging 20 to 49 who reside in metropolitan cities in Korea. For data analysis, descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation models were used via SPSS 12.0 and LISREL 8.8. Findings concluded that web browsing motivations consisted of three factors: hedonic, informational, and recreational browsing for apparel. Hedonic browsing had a negative effect on purchase conversion intention, whereas informational browsing had a positive effect on the purchase conversion intention for apparel on shopping sites. Retail strategies on the website were classified into service, merchandise assortment, and price & promotion; the three elements of retail strategies mediated the relationship between web browsing motivations and purchase conversion intention for apparel. Specially, merchandise assortment had significantly direct effect on the purchase conversion intention of apparel on shopping websites. Managerial implications were discussed for fashion marketers to develop retail strategies and web content in order to convert web browsers or visitors into purchasers.

• International Commerce and Information Review
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• v.12 no.3
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• pp.291-310
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• 2010

This research analyzes how the visual merchandising (hereafter VMD) of the consumers on the cultural services of global K company affect their brand attitudes and how the brand attitudes influence their purchase intension. In particular, by utilizing the multiple regression analysis method which tested the hypotheses of this study, it was proved that their attitudes of VMD factors proposed in this research positively influenced on the brand attitudes, and that their brand attitudes had considerable impact on the purchase intention and also it had close relationships with the intention. In the result of analysis, the consumers' attitudes of VMD factors has a direct and indirect effects on their brand attitudes and purchase intention. Therefore, this result in the practical aspect could give some valuable implication for the marketers who are trying to find out how to retain its consumers on the market managing.

• Journal of Agricultural Extension & Community Development
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• v.30 no.3
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• pp.143-155
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• 2023

Based on the theory of planned behavior, this study aims to examine the structural equation model among consumers' concerns and purchase intentions for alternative meats. Data were collected from 300 adults living in Kyeonggi Province. Results show that animal welfare, environmental concern, and health concern all have a direct and significant effect on purchase intention of alternative meat, and the mediation effect is also significant, indicating a partial mediation effect. The image of a company as caring about animal welfare and contributing to public causes can help sell alternative meats. Media publicity focusing on animal welfare for alternative meats can improve the attitudes of domestic consumers as well as their intention to purchase alternative meat products.