• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.3
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• pp.607-620
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• 1997

The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.

• Journal of Korean Society for Quality Management
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• v.41 no.3
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• pp.337-353
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• 2013

Purpose: As there are more cases of forged brands, change of awareness is urgently required at the governmental, corporate and consumer levels. Therefore, this study aims to positively analyze the correlation between forged brand quality and purchase intentions perceived by consumers based on types of preference of luxury brands. Methods: In order to achieve the above purpose, this study derived a model of causal relationships among the forged brand quality, preference of typified luxury brands, and purchase intentions. SPSS 20.0 was applied for data processing. Frequency analysis ad descriptive statistical analysis were conducted for basic data and measurement tools were verified through feasibility and reliability analyses. Multiple regression analysis was conducted to verify the hypotheses. Results: Based on the results, only utilitarian quality positively (+) affected non-intrinsic preference while its impact on intrinsic preference was negative (-). On the other hand, hedonic quality was significantly positive (+) but the impact was not significant. Both utilitarian and hedonic qualities had significantly positive (+) impacts on the intentions to purchase forged brands with the impact of hedonic quality relatively higher. Conclusion: These results clarified that the overall consumption of Korean consumers had not entered its maturity, yet. Also, Korean consumers regard forged brands as alternatives to luxury brands mostly because of hedonic quality. As hedonic quality is added, Korean consumers' purchase intentions became higher. Based on these results, this study suggested the measures to be taken for the country to develop into an advanced country in the luxury market which is becoming more global and overcome the barrier of its old trend in imitation at the four levels of manufacturers, distributors, government, and consumers.

• The Research Journal of the Costume Culture
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• v.22 no.3
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• pp.411-430
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• 2014

The purpose of this study is to identify the antecedents and consequence of role-relaxed consumption. Consumption-related variables were considered as antecedents, and fashion-related variable was considered as a consequence. Hedonic consumption, impulse buying, value consciousness, and brand sensitivity were included as consumption-related variables and fashion consciousness was included as a fashion-related variable. It was hypothesized that hedonic consumption, impulse buying, value consciousness, and brand sensitivity influence rolerelaxed consumption and then influence fashion consciousness. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. While hedonic consumption, impulse buying, value consciousness, and brand sensitivity were uni-dimensions, role-relaxed consumption and fashion consciousness were multi-dimensions. Factor analysis of role-relaxed consumption revealed two dimensions, 'self-centered decision making' factor and 'importance of intrinsic value' factor. In addition, factor analysis of fashion conscious revealed three dimensions, 'individualism' factor, 'dressing style' factor, and 'appearance' factor. Tests of the hypothesized path show that impulse buying and brand sensitivity negatively influence 'self-centered decision making' and that hedonic consumption and value consciousness negatively influence 'importance of intrinsic value'. While 'self-centered decision making'negatively influence 'dressing style' and 'appearance, 'importance of intrinsic value' negatively influences all factors of fashion consciousness. The implications of these findings and suggestions for future study are also discussed.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.580-587
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• 2014

This study demonstrates how the composition of VM based on regulatory focus influences shopping value and how shopping value influences shopping satisfaction. A survey form was developed and 90 copies were used for analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study were: First, convenience of VM had a significantly positive (+) influence on utilitarian shopping value. Second, both utilitarian shopping value and hedonic shopping value had a statistically significant influence on shopping satisfaction. Third, in terms of promotion focus, suitability, fashionableness, reconcilability, and attractiveness of VM had a significantly positive (+) influence on the hedonic shopping value. In terms of preventive focus, convenience and reconcilability of VM had a significantly positive (+) influence on utilitarian shopping value, and convenience, suitability, and fashionableness had a significantly positive (+) influence on hedonic shopping value. In the promotion focus, both utilitarian shopping value and the hedonic shopping value had a significantly positive (+) influence on shopping satisfaction. In the preventive focus only the utilitarian shopping value had a significantly positive (+) influence on shopping satisfaction.

• Journal of Distribution Science
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• v.20 no.5
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• pp.49-64
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• 2022

Purpose: This research aims to determine the quality of online store designs that make consumers who use online market board applications have the urge to make impulse buying. This research was conducted because impulse buying is the most common buying behavior. Research design, data and methodology: This research used non-probability sampling. The sample size was 195 respondents from the distribution and service industries by applying a purposive sampling technique. The data collection technique employed a questionnaire distributed online according to predetermined criteria: mobile device users who accessed the online market board application and made at least one purchase in the last six months. The data analysis method utilized was structural equation modeling (SEM). Results: The findings revealed that usability, functionality, and sociability factors affected hedonic and utilitarian search. Furthermore, these findings proved that hedonic search affected impulse buying drives. In contrast, the utilitarian search did not affect impulse buying drives. Conclusions: The usability, functionality, and sociability factors supported hedonic and utilitarian searches. Consumer information security increased consumer confidence in an online store because it was considered to protect matters related to their privacy. The hedonic search also increased impulse buying drives. Consumers prefer to use their spare time to search through online market board applications, which provide many attractive promos.

• The Korean Journal of Franchise Management
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• v.11 no.4
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• pp.17-29
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• 2020

Purpose: As the untact culture has spread due to the recent COVID-19, the service industry as well as the beauty salon is shrinking. In order to overcome such a crisis in beauty salons, the lower dimension of beauty salon service quality is divided into servicescape, technical service, and employee service, and actions are taken with the 'perceived value of the customer' as a parameter. In this study, S-O-R(Stimulus-Organism-Response) theory was applied for customer-centered analysis, and gender and regularity were selected as moderator variables to add practical implications. Research design, data, and methodology: All constructs were measured using items developed and used in the previous study. A total of 261 questionnaires were collected online using NaverForm. The data were analyzed using factor analysis, correlation analysis, and measurement model analysis with SPSS 22.0 and AMOS 22.0. After testing the research model and hypothesis for the entire group, a multi-group analysis was conducted by dividing into male and female groups, regular customers, and non-regular customers. Results: First, this study showed that the service environment of beauty salon customers had a negative (-) effect on perceived utilitarian value, and the technical service and perceived hedonic value had a positive (+) effect on the customer's behavioral intention. Technical service and employee service had a positive (+) effect on perceived hedonic value, but perceived hedonic value did not affect customer's behavioral intention. Second, there is no statistically significant difference in each path between male and female groups. Third, there was a statistically significant difference between regular customers and non-regular customers, only the path that the servicescape influences the perceived hedonic value. Conclusion: According to the results of this study, technical service and utilitarian value should be considered in order to induce behavioral intention of customers, and technical service quality should be considered first. Also, operating a beauty salon requires a differentiated approach to the salon servicescape according to the ratio of non-regular and regular customers. The beauty salon servicescape generally showed negative practical value for non-regular customers, but positive for the Hedinic value for servicescape such as comfortable service and clean interior for regular customers.

• Korean Business Review
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• v.14
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• pp.211-235
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• 2001

The level and motivational basis of consumer involvement have been recognized as having important effects on purchase behavior. To explore the importance of hedonic aspects of involvement upon consumer purchase behavior, survey data on involvement degree and type concerning 8 product classes from 388 respondents was analyzed. Major findings of this study are summarized as follow. First of all, hedonic factor is evidenced as an important component of consumer involvement. In addition, hedonic dimension of involvement is proved to have significant effects on consumer purchase behavior in general. Secondly, analysis of the difference in behavioral tendencies between purchasing product with hedonic value(coffee) and utilitarian motive(washing machine) shows that consumers have relatively high in degree of brand differentiation, brand commitment, product knowledge in purchasing product with hedonic value. This means that hedonic aspect of product and thus hedonic involvement has not less important in predicting consumer behavior. Finally, several interactive effects, which suppot to and conflict against the previous research findings, between level and type of involvement upon purchase behaviors are detacted. This implies that hedonically induced involvement has moderating roles in the effects of consumer involvement on purchase behavior.

• Journal of Information Technology Applications and Management
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• v.28 no.6
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• pp.45-67
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• 2021

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.4
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• pp.773-782
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• 2001

This study was to investigate the value changes in Korean women by analyzing the ads of womens magazines. The contents of ads were classified into two types of values: general and consumption values. The general values, composed of inner-directedness and outer-directrdness, might predict consumer behavior in general. The consumption values, utilitarians and hedonic, were expected to affect the consumer purchasing attitude to a specific product. Factors affecting the cultural values were per capita income and womens social status. Total 2969 illustrated ads with verbal theme from 32 Korean womens magazines were used. The content analysis, chi-square test, logistic regression were done for the analysis. The results showed that inner-directedness was dominant general value in Korean womens culture and increased over time. Younger consumers were more inner-directed than older ones were, and inner-directed values increased with income growth. For the consumption values, utilitarian values were higher than hedonic ones and went up over time. For the product types, utilitarian ads were frequent in cosmetics while hedonic ads were high for apparels. Those results implied that Korean womens culture became more inner-directed with increased income. Also consumption values were likely to differ between product groups. Per capita income was shown to increase inner-directedness while womens social status was to increase outer-directedness.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.5
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• pp.833-844
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• 2001

The purposes of this study were 1) to identify the effects of store image and stores entertainment environment image on attitude toward store and store patronage intention through emotions toward store, and 2) to identify the effects of sensation-seeking tendency, hedonic shopping orientation and shopping motives on store image, stores entertainment environment image, attitude toward store and store patronage intention. The data were collected from 416 female adolescents who visited stores located in Dongdaemoon, Seoul, via self-administered questionnaires, and were analyzed by frequency, factor analysis, multiple regression and path analysis. The results of this study were as follows : (1) According to path analysis, store image and stores entertainment environment image affected emotions toward store and attitude toward store, and affected store patronage intention through a mediator, emotions toward store. (2) Among the factors related to store images, stores entertainment environment image had the greatest effect on store patronage intention. (3) Sensation-seeking tendency, hudonic shopping orientation and shopping motives affected store image, stores entertainment environment image, emotions toward store and attitude toward store directly and indirectly through store image and stores entertainment environment image. (4) The most significant factor in explaining all these relations was hedonic shopping orientation.