• The Journal of the Korea institute of electronic communication sciences
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• v.19 no.1
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• pp.257-266
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• 2024

This study explored the determinants that influence purchase intention in online shopping based on augmented reality applications. The main results are discussed focusing on hypotheses as follows. First, interactivity had a positive effect on psychological ownership. Second, interactivity had a positive effect on decision comfort. Third, psychological ownership had a positive effect on decision comfort. Fourth, psychological ownership had a positive effect on purchase intention. Fifth, decision comfort had a positive effect on purchase intention. Therefore, in online shopping based on augmented reality applications, interaction determines psychological ownership and decision comfort, and psychological ownership and decision comfort can be evaluated as key factors that promote product purchase intention in online shopping. In order to increase purchase intention in online shopping, a marketing strategy is required to increase interactivity, psychological ownership, and decision comfort through augmented reality applications.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.6
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• pp.197-207
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• 2020

This study aims to examine the influence of attitudes on customers' intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers' hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers' utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.1010-1024
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• 2016

This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall web-site. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.

• The Research Journal of the Costume Culture
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• v.21 no.1
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• pp.42-56
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• 2013

Nowadays the advantages of multichannel retailing strategy in fashion business have been widely discussed, but empirical research on fashion retail has been limited. The purpose of this research is to provide some ideas on multichannel retailing strategy to fashion retailers through the case of UNIQLO. The online survey was conducted on each 100 female customers in their 20s, 30s, 40s living in seoul among UNIQLO customers. The survey was consisted of measurement items for UNIQLO's online store image and offline store image, customer satisfaction, purchase intention, and demographic attributes. The online survey was found that 30.3% of UNIQLO's multichannel customers bought a product from offline store using online shopping mall as a search channel, on the other hand, 20.7% of UNIQLO's multichannel customers bought a product from online store using offline store as a search channel. Factors of the online shopping mall image were consisted of shopping convenience, product information, price policy, trust. And factors of the offline store image were consisted of trust and store, product information, service. Some factors of online store and offline store image had impact on multichannel customer satisfaction. And, customer satisfaction also had impact on purchase intention of UNIQLO product. Some suggestion for the future of multichannel research in fashion retailing was given.

• International Journal of Contents
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• v.14 no.2
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• pp.7-15
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• 2018

Online shopping is increasing worldwide. Providing customers actual feeling of the product is essential in online shopping. Various technological aids can be used to support visual feeling. When delivering visual tangibility, it is important to study which attributes are significant in product presentations that best portray the actual tactileness. In this perspective, we suggest 'visual tactility' (VT) as a parameter for delivering tangibility in visual presentation. By measuring visual tactility in different product types, latent factors of visual tactility were identified and their influence on purchase intention was determined in this study. We defined material properties of touch such as surface texture, hardness, temperature, and weight as Visual Tactility (VT), the influential factor of tactility. We investigated the influence of VT on product purchase intention and analyzed tactileness within four online product presentations: single static picture, multi static pictures, zoom, and video. Our purpose was to investigate underlying effects of visual tactile attributes on touch and determine their influences according to online product presentation formats. Our results showed that visual tactility positively affected purchase intention and that each attribute differed in importance according to product type. Moreover, this study revealed a strong relation between online product presentation and VT attributes. These results provide a guide when selecting which presentation is optimal for delivering a product's tactility in online shopping situation.

• Journal of the Korea Society of Computer and Information
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• v.18 no.12
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• pp.123-138
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• 2013

This paper was to figure out why online wine purchasing is not activated despite of the many advantages of having online transactions and to fine key determinants of online wine purchasing intention. Thus, the purpose of this study was to identify the determinants of online wine purchase intention, and examines the relationships between the determinants and online wine purchase intention. Data was collected from those who have experienced in using online wine store to purchase wine, and data was used to test the proposed research model. The findings showed that perceived usefulness and social influence(subjective norm, image) were key determinants of online wine site trust, but they were not related to online wine site trust. It also was found that perceived usefulness, perceived ease of use and subjective norm were positively and significantly related to online wine purchase intention whereas it had no relationship with image. In addition, online wine site trust was shown to influence on online wine purchase intention. Finally, the mediating effects were found in the relationships between perceived usefulness, subjective norm, and online wine purchase intention. Based on the results of the study, implications for future research are drawn.

• International journal of advanced smart convergence
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• v.10 no.3
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• pp.26-32
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• 2021

The purpose of this study is to identify the impact of online golf product consumers' face on symbolic consumption trends, product satisfaction and new product purchase intention. To this end, a survey was conducted on 300 customers who have purchased golf products online at golf practice centers located in Seoul, Gyeonggi Province and Chungcheongnam-do Province. Data processing was performed using SPSS 23 and AMOS 18 to analyze verifiable factors, reliability, correlation, and structural equations. We obtained the following results. First, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.147-175
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• 2020

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

• Journal of Fashion Business
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• v.20 no.6
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• pp.135-147
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• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.

• Information Systems Review
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• v.15 no.1
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• pp.45-68
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• 2013

Despite improved technologies, procedures, and regulations, consumers are still uncertain about purchasing online. The objective of this study is to understand uncertainty factors in online shopping and their relationships with the consumers' intention to purchase. For this objective we derived seller anonymity, lack of product transparency, and lack of process transparency as uncertainty factors from previous researches which may affect consumers' perceived uncertainty on online shopping. Then, a causal model was developed to conceptualize the relationships between these uncertainty factors as antecedent variables and consumer's intention to purchase as consequent variable with perceived uncertainty as an intermediary variable. Purchase involvement was used as a moderating variable on the relationship between perceived uncertainty and the intention to purchase online. The model was tested empirically to find meaningful relationships among these variables. The findings indicate that all antecedent variables affect perceived uncertainty significantly and perceived uncertainty negatively affects consumers' intention to purchase. Moreover, the results of analysis show purchase involvement has a significant moderating effect on the relationship between perceived uncertainty and intention to purchase online.