• Journal of the Korean Home Economics Association
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• v.35 no.3
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• pp.63-75
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• 1997

The purposes of this study was to identify the differences between fashion opinion leaders and followers in the characteristics oriented New Young Generation and the types of fashion advertising involvement. The data were collected via a questionnaire from 431 college students(female=218 male=213) living in Seoul, Korea and analyzed by factor analysis and t-test. The results of this study were as follows: First, eight factors of the characteristics oriented New Young Generation were identified: Fashion, individuality, preference of caffe with affective mood, expression of emotion, indivisualism, preference of tastes oriented Western Europe, activity of pan club and chatting by personal computer. The significant differences between fashion opinion leaders and followers in fashion, individuality, preferences of the caffe with affetive mood, and expression of emotion were found in the data collected from female. There were significant differences between fashion opinion leaders and followers in fashion, individuality in the data collected from male. Second, three factors of fashion involvement advertising were identified: The hedonic involvement, social involvement, utilitarian involvement. The significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement, utilitarian involvement and the levels of involvement were found in the case of female's data. There were significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement and levels of involvement except for utilitarian involvement in the case of male's data.

• International Journal of Computer Science & Network Security
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• v.24 no.7
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• pp.45-54
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• 2024

Ingrained in multiple consumption theories, this research covers the seven determinants (Hedonic Consumption, Consumers' mood, Store layout, product promotion, Persons' situation, Materialism, and Product Attributes) of purchase intentions of a consumer. For this study, 384 offline shoppers were surveyed and found that out of seven, six determinants significantly trigger impulse buying behavior of customers of beauty products in a modern market setting while one determinant 'Materialism' did not have any influence on the impulse buying behavior. The relationships of the variables were statistically checked by multiple linear regression. Results of this study show that a consumer's mood has a significant impact on impulse buying as it can trigger the impulse behavior of consumers. Person situations also have a positive impact on impulse buying it means time, money, fear of missing out can active impulse buying. Store layout can also trigger that unplanned purchase which means store lighting, the music of the store, ambiance may affect the purchasing. Product promotion has an impact on spontaneous purchase which indicates that free coupons, discounts, free delivery, offers to attract the customer to sudden purchase. Product design, packaging, color, labeling indicate a positive and significant impact on impulse buying. However, materialism indicates an insignificant impact on impulse buying.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.11a
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• pp.226-227
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• 2009

본 연구에서는 구매 상황과 직접적 관련이 없는 특정 정서 상태가 상품 선택에 미치는 영향을 알아보고자 하였다. 상품 범주는 구매하고자 하는 물품을 대하는 태도로 분류된 실용적/쾌락적(utilitarian/hedonic) 물품 기준을 사용하였고, 동일한 시나리오 상황에서 특정 정서(긍정/부정/중립)에 따라 선택된 상품에 차이가 발생하는지를 살펴보았다. 그 결과, 중립적 정서 상황에 비해 부정적 정서 상황에서 실용적 목적을 지닌 상품을 선택하는 비율이 유의미하게 높았다. 이는 부정적 정서가 체계적이고 구체적인 정보 처리 과정을 촉진시킨다는 기존 연구 결과가 구매행동에서도 적용 가능함을 시사한다.

• Journal of Distribution Science
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• v.17 no.10
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• pp.73-81
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• 2019

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.

• 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.

• Management & Information Systems Review
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• v.33 no.5
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• pp.117-130
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• 2014

The purposes of this study were to consider the influence of person-late night fit in the perceived value, intent of late-night shopping. The late-night shopping model which we present in this study incorporates three effects including the time fit and the physiological fit, the mood fit factors. Also, we expect that these fits effect utilitarian value and hedonic value, in turn, utilitarian value and hedonic value effect shopping intent. Survey research is employed to test hypotheses involving late-night fits, values, shopping intent. We collected data involving various late-night shopping, and used 221 respondents to analyze these data using LISREL structural modeling. The proposed model was a good fit with the data(GFI= .96 NNFI= .80 CFI= .92, AGFI= .88, RMR= .044), the hypothesized relationships were partly significant(p< .05). In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding experiential consumption and implying an enhanced ability to attract late-night shopper.

• The Research Journal of the Costume Culture
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• v.10 no.4
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• pp.336-349
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• 2002

The purpose of this paper is to examine the characteristics of consumption vision related to the apparel buying decision-making. They propose that consumers form mental images of future consumption situations and that these consumption visions influence their decision-making. Consumers can imagine themselves consuming apparel products and experiencing the consequences of this consumption. By imagining the likely outcomes, they are able to identify the salient characteristics of each alternative and develop beliefs about their outcomes. Also, they can experience affective reactions to the outcomes they imagines. In this way, they form the cognitive and affective basis for their preferences and construct several consumption visions in the apparel buying decision-making. A consumption vision is "a visual image of certain product-related behaviors and their consequences....(they consisted of concrete and vivid mental images that enable consumers to vicariously experience the self-relevant consequences of product use"(Walker & Olson, 1994). We conducted unstructured, depth interviews with 9 groups participating 48 students at universities located in Busan, based on the results of previous studies. The results show that consumption visions related to the apparel buying decision-making are characterized as self-image, reactions of others, affection and mood, visual imagine, and self-satisfaction. By constructing consumption visions based on the various perspectives, consumers are influenced in the apparel buying decision-making. Many subjects reported experiencing positive affect when imagining positive outcomes of product use. Other subjects mentioned using consumption visions for purely hedonic reasons. With no intention of purchasing apparel products, consumers may evoke consumption visions to escape from the daily life, to fantasize and daydream about pleasurable consumption situations, and to enhance the mood. That is, the consumption vision related to the apparel buying decision-making helps consumers anticipate an uncertain future and make the purchase of apparel products.

• Korean journal of food and cookery science
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• v.18 no.2
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• pp.225-231
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• 2002

This study was carried out to investigate the possibility of improving the texture and flavor of Dasik by adding various types of sugar (syrup, honey) and flavor ingredients (omija, chija, coffee, green tea extract) to rice powder. Dasik samples were prepared, and the sensory quality and physical characteristics of those were compared. The moisture content of Dasik added with syrup was higher than that of honey. Coffee Dasik with syrup was the highest (23.6) in moisture content. In sensory quality, the omija and coffee Dasik showed the highest score in flavor quality (p<.001). Omija Dasik with honey and coffee Dasik with syrup showed the highest scores in overall acceptability (6.4, 6.2). Green tea Dasik with syrup showed the highest value in the lightness (L) of color. Omija Dasik with syrup showed the highest value in the redness (a) of color Chija Dasik was the highest in the yellowness(b) of color. In physical characteristics, the hardness was negatively correlated with the moistness, tenderness, and texture acceptability in sensory quality(p〈0.001). The cohesiveness was positively correlated with the overall acceptability in sensory quality (p〈0.01). In the relation of texture characteristics and sensory quality, the higher the moisture content, the lower the hardness and springiness were, but the higher the brittleness and the cohesiveness were(p〈.001). Overall, omija and coffee Dasik appeared to have desirable flavor, taste and overall acceptability.