• Journal of Korea Society of Industrial Information Systems
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• v.20 no.2
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• pp.85-96
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• 2015

Despite the growth of body-related industry has generated considerable interest in this topic among both academics and practitioners, there has been lack of studies that explore body esteem toward online fashion products leads to purchase intentions, which self-monitoring moderates the relationship between body esteem toward online fashion products and purchase intentions. To fill this gap, this study aim to propose a research model where body esteem influences on the purchase intentions, with self-monitoring as a moderator. In order to test hypotheses, response from 172 consumers were achieved, and the proposed model was estimated by using hierarchical moderated regression analysis. The empirical results showed that body esteem negatively related to purchase intentions toward online fashion products. Additionally, this study indicated that the moderating effects of self-monitoring exist between body esteem and purchase intentions toward online fashion products, thereby implying the importance of contingent role of self-monitoring in managing online channels.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.281-288
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• 2018

The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

• Asia pacific journal of information systems
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• v.26 no.3
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• pp.449-476
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• 2016

This study examines how an initially perceived product value affects consumer's purchase intention after reading online reviews with various tones. The study proposes that associations among initially perceived overall product value, degree of confirmation resulting from reading the reviews, and final purchase intention differ across review tones such that 1) when the tone is favorable, the effect of an initially perceived product value is stronger than when the tone is critical, and 2) when the tone is extreme, the effect of confirmation is stronger than when the tone is moderate. The survey was conducted with 276 online shopping mall users in Korea, and most of the hypotheses were supported. This study asserts that the effects of online reviews should be considered together with customer's level of expectation formed prior to reading online reviews, which resulted from extensive search and screening processes that the customer went through before reading online reviews.

• The Journal of Industrial Distribution & Business
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• v.14 no.1
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• pp.67-74
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• 2023

Purpose: This study aims to investigate how the online review usefulness affect consumers' shopping behavior in non-face-to-face shopping, which is now very common format of shopping environment after COVID-19 pandemic. Factors influencing online reviews were determined as quantity of review, agreement of review and characteristic of review based on research by existing researchers. Research design, data, and methodology: Customers in their teens to 60s who had experience of checking online reviews and purchasing products were surveyed using a Google questionnaire form from January 15, 2022 to February 19, 2022. To verify the validity and reliability of the research model, confirmatory factor analysis and discriminant validity analysis were conducted. In addition, the causal relationship between factors was verified through path analysis. Results: As a result, quantity of review and agreement of review had a statistically significant effect on review usefulness. However, characteristic of review did not have a statistically significant influence on review usefulness. And review usefulness had a statistically significant effect on attitude and purchase intention. Conclusions: This study investigated the factors affecting usefulness of online reviews and empirically analyzed the effects of online reviews on consumer attitudes and purchase intentions providing practical and theoretical implications for corporate online review management.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.6
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• pp.772-785
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• 2013

This study investigated the effects of fashion consumer's browsing motives and risk perception on impulse buying and purchase intention in social commerce. The online survey results of 317 customers who experienced using fashion products via social commerce were used for the final analysis. Exploratory factor analysis, reliability analysis, and frequency analysis were conducted using SPSS 18.0, and confirmatory factor analysis and path analysis were performed with AMOS 18.0. Three browsing motives (hedonic motive, rational motive, and informational motive) and three risk perceptions (products-related risk, customer service risk, and opportunity loss risk) were identified. The results from the structure equation model were as follows. 1) It was deducted that the browsing motive did not have a significant effect on risk perception due to the rejection of most of the hypotheses in regards to the browsing motive influence on risk perception. 2) Product-related risk and customer service risk had a significantly negative effect on purchase intention. Opportunity loss risk had significantly positive effect on impulse buying and purchase intention. 3) Hedonic browsing motive had a significant effect on impulse buying, and rational motive had a significant effect on impulse buying and purchase intention. The informational browsing motive had a significant effect only on purchase intention.

• The Research Journal of the Costume Culture
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• v.27 no.6
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• pp.553-568
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• 2019

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

• Journal of Distribution Science
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• v.14 no.9
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• pp.65-72
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• 2016

Purpose - This study is to examine the effect of Korean Wave (Hallyu) towards consumer purchase intention of Korean Product in Indonesia. In addition, this study also investigates the image of Korea whether it can give an impact on Indonesian consumers' intention to purchase Korean Products. Research design, data, and methodology - A total of 227 respondents from Indonesian consumers were collected using online surveys. The results from this survey were analyzed using principal component analysis (PCA) to identify each of the factors. Multiple regression and process analysis (designed by Andrew F. Hayes) were conducted to test the hypotheses. Results - This research found that 'Korean Wave', 'Ethnocentrism', and 'Country-of-Origin Image' significantly affected consumer purchase intention towards Korean Products in Indonesia, while 'Country Image' on the purchase intention was not significant affected the purchase intention. Conclusions - Study findings provide useful information for business practitioners and government to develop and maintain the use of Korean Wave in the business and marketing fields. By only referring to the image of country, it will be difficult for the consumers to decide whether they want to purchase the products or not. In other words, the favorable image of Korea, usually represented by high level of industrialization and economy, is more likely to be enhanced by favorable image of product and Korean cultural wave.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Asia pacific journal of information systems
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• v.15 no.3
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• pp.133-161
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• 2005

This research is to investigate the effects of product involvement on the selection of online shopping malls. From the statistical analysis of 282 response data, it was found that consumers buying products with higher involvement tend to shop in a shopping mall with greater trust, which provide more information regarding their products and a wider variety of products. The other purpose of this research is to investigate factors of shopping malls which influence the buyer's purchase intention. The results of data analysis indicate that consumers are more likely to buy in a shopping mall with greater trust, with detailed product information, and with higher entertaining contents. The results of the study indicate that the shopping malls which give more detailed product information to their customers and establish greater trust will finally lead to a higher sales revenue because more expensive products will be sold.

• Korean Management Science Review
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• v.33 no.2
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• pp.89-115
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• 2016

Recent trends in online commerce shows that multi-channels including offline and online become prevailing as a standard type of channel. However, literature survey revealed that there exist few studies about how an individual negative emotion such as neuroticism affects trust transfer between channels, and usage continuance intention. To fill the research void like this, this study proposes an research model where trust transfer between offline and online channels is included, and neuroticism is also adopted as a moderating variable between trust transfer, satisfaction, and usage continuance intention. Empirical results with valid 406 questionnaires revealed that neuroticism has a negative influence on online commerce users' perceived usage continuance intention.