• 한국IT서비스학회지
• /
• 제13권1호
• /
• pp.43-55
• /
• 2014

More and more people are gravitating to reading products reviews prior to making purchasing decisions. As a number of reviews that vary in usefulness are posted every day, much attention is being paid to measuring their helpfulness. The goal of this paper is to investigate firstly various determinants of the helpfulness of reviews, and intends to examine the moderating effect of product type, i.e., search or experience goods on the product sales, helpfulness and helpfulness votes of online reviews. The determinants include product data, review characteristics, and textual characteristics of reviews. The results indicate that the direct effect exists for the determinants of product sales, helpfulness, and helpfulness votes. Further, the moderating effects of product type exist for these determinants on three dependent variables. The results of study will identify helpful online review and design review sites effectively.

• 한국IT서비스학회지
• /
• 제11권3호
• /
• pp.103-127
• /
• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• 유통과학연구
• /
• 제19권7호
• /
• pp.61-73
• /
• 2021

Purpose: This study offers suggestions to e-commerce companies for increasing shoppers' repurchase intention by considering the effect of distribution information in online shopping. It applies complexity theory to incorporate habitual information search behavior and shopper characteristics into the Stimulus-Organism-Response model and indicates how these complex factors work together in online shopping. Research design, data, and methodology: This study used an interview survey of 158 Vietnamese consumers with an experience of online shopping. A fuzzy-set Qualitative Comparative Analysis (fsQCA) was used to examine the relationship between antecedents and outcomes depending on complex conditions in the given contexts. Results: The results (1) indicate the importance of observing information search patterns and investigating their influence on online distribution, and (2) clarify what kind of configurations, under what conditions, predict a high or low outcome; this provides evidence and hints for the development of frameworks for future studies. Conclusions: The findings suggest that shoppers' unconscious, habitual behavior can work with conscious attitude factors, such as satisfaction, to increase their repurchase intention. Hence, e-commerce companies should consider how to present useful distribution information and create functions that allow shoppers to engage with a variety of information while increasing their repurchase intention on the site.

• 한국의류학회지
• /
• 제46권4호
• /
• pp.638-656
• /
• 2022

This study aimed to identify characteristics of Generation MZ's consumer purchase decision journey to develop the new fashion CDJ model. The initial stage was affected by habit, online community, social media, aesthetics, circumstantial need, and proxy. In the search and consideration stage, mobile channels were used actively. In the active search and evaluation stage, online media, experiential data, and personal information were employed. In the purchase stage, zoomers took plenty of time in search and evaluation before spending, contrary to millennials who made their purchases more quickly. In the post-purchase experience stage, zoomers actively displayed follow-up behaviors depending on their satisfaction, such as retaining or deleting the app. While, millennials did not turn away from the store or brand, but followed up on their purchases even when they had an unsatisfactory experience. Based on the characteristics of CDJ, iterative cycle CDJ models were developed. Zoomers CDJ model was presented as a search loop that consists of the search and evaluation process, in which information accumulates, and a purchase loop in which the actual purchase occurs. The iterative cycle CDJ model was presented connected to the loyalty loop as the main section, which is accelerated in millennials' CDJ model.

• 한국도서관정보학회지
• /
• 제31권1호
• /
• pp.87-114
• /
• 2000

The purpose of this study is offering appropriate system and training program to helf the system designer and the trainer in addition to analyze information use behavior about the web search tools and evaluate the estimated system by user groups. The results of the study are as follows $\circledS1$ It is desirable to consider age than other demographic variables in the case of web search tool. $\circledS2$ It is desirable to design Directory Search Tool in the case of web search tool which serves the student user group. $\circledS3$ An Intelligent Search Tool is more appropriate for the students who are using keyword search tool than any other tools. $\circledS4$ A discussion about standard classification of the web information should be accomplished soon because users feel confused in using web search tools due t o absence of standard mode of classification about classified item. $\circledS5$ Librarians need the cognition about data on internet s a source of information and need positive service and user training program about these information because student users hardly get help from librarians or library orientation for learning method to use web search tool. $\circledS6$ Internet use experience and years of computer use had effect on their use ability when using web search tool, whereas computer use experience, library use experience and Online Public Access Catalogs (OPAC) use experience had no effect on it. Especially, OPAC use experience had no effect on use ability of web search tool of student user group because student user groups had no information about internet and web search tool and they did not recognized the difference about search method between web search tool and OPAC. $\circledS7$In the case of web search tool, it si important to index the increasing web resource automatically by a searching robot. But in the case of student users, web search tool is much more needed to index by index expert due to the absence of ability about selecting and combining keyword.

• International Journal of Human Ecology
• /
• 제4권2호
• /
• pp.39-53
• /
• 2003

This study was designed to provide a better understanding of Korean female Internet users' intention to search for information regarding apparel goods and to shop for these goods. Shopping orientation, familiarity, and prior purchase experience were seen as influencing the intention to use the Internet for information search. An important aspect in the search habits that a consumer adopts in gathering information for their buying decisions was Internet shopping attitude. The objective was to predict apparel shopping in terms of prior Internet shopping experience, familiarity, intention to search information via the Internet, and shopping orientation. Internet shopping attitude, familiarity, prior purchase experience, and intention to use to search information were significant in predicting Internet apparel shopping. The most important determinants which influenced Internet shopping were attitude toward Internet shopping and intention to search. In considering the results of the present study, one should recognize the inherent limitations associated with generalizing these findings beyond the sample and the consumer products examined which in this study were apparel goods. Also this study focused on female computer users only. Therefore, future research should utilize more broadly based samples and refine the instrument to distinguish among different apparel products. This study does provide some information that should be helpful to retailers targeting the women's online apparel market.

• 한국의류산업학회지
• /
• 제17권6호
• /
• pp.919-931
• /
• 2015

Recently, with the rapid development of the Internet, the importance of the multi-channel retailing strategy including online channel has been emphasized in fashion business. The purpose of this research is to give some practical ideas of multichannel strategy for fashion retailers through comparison for multichannel choice behaviors between Korean and US consumers. The online survey was conducted on the 400 fashion customers aged between 20s and 50s living in Korea and America. The survey consisted of measurement items about channel choice behaviors for purchase or information search, risk perception on channel, repurchase intention at same channel, perception on experience or search goods among apparel items. The data were analyzed by frequency, regression, t-test using SPSS 18.0 program. The ratio of utilization multichannel was higher in fashion goods area in Korea fashion business. Also, most of Top-ranked fashion or accessory retailers in America were taking advantage of multichannel strategy. There were some differences between Korea and US consumers in channel choice behaviors for purchase or information search, risk perception for retail channel, repurchase intention at same channel, perception on experience or search goods among apparel items, etc. Some suggestion for the future research for multichannel strategy in fashion retailing was given.

• 한국의류산업학회지
• /
• 제16권2호
• /
• pp.208-217
• /
• 2014

This study focuses on analyzing a subset of consumer activities (especially social medium) in their wedding preparation. The focus of this study is on wedding online communities and understanding the impact of communities on selective behavior for information-acceptance. Data was compiled based on female consumers in their 20s and 30s who actively participate in online community forums. It included female consumers preparing for their weddings and individuals interested in weddings. A total of 211 questionnaires were collected from January $10^{th}$ to $23^{rd}$ in 2012. The online communities were identified from Naver, Yahoo, and online search portals; subsequently, they were rank-sorted based on number of members, visitors, and forum posts. We identified four different characteristic based on the findings from the analysis of on-line wedding communities. The characteristic of these communities were divided into sharing experience, functionality of the webpage, informativeness, and interactivity; consequently, use of these online communities is based on trust and significant personal relationships between the members online. Out of the four different community characteristics, sharing experience was found to have a greater impact for the selective behavior of wedding dresses and information- acceptance than the functionality of the webpage, interactivity, and informativeness. We conclude that trust in information provided by members with marriage process experience is the foremost important factor in the behavior of individual consumers wit iexplore.exe -extoff hout marriage process experience. Therefore, the impact of these online communities catering to would-be brides is based on the trust of posters and how well it is articulated.

• 한국의류학회지
• /
• 제40권6호
• /
• pp.967-978
• /
• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.

• 복식문화연구
• /
• 제21권1호
• /
• pp.129-138
• /
• 2013

Consumers' perception of risk plays a major role in how they make online purchase decisions. Since online shopping is perceived to be riskier than in-store shopping, consumers engage in a variety of risk reduction strategies such as searching online for alternative products and alternative e-tailers. This study examines the influence of risk involvement on risk reduction strategies and customer satisfaction. It discusses three aspects of risk reduction strategies: time spent in making a purchasing decision, searching for alternative e-tailers, and searching for alternative products. Data from 294 female shoppers who had experience in purchasing fashion products online was analyzed. This study found that risk involvement had a positive influence on the time spent in making decisions, while the influence of risk involvement on searching for alternative retailers and alternative products was not significant. However, consumer satisfaction was negatively related to search for alternative retailers and positively related to risk involvement. This study provides a better understanding of customers' risk involvement and risk reduction strategies in online shopping. This information would be beneficial for marketers and retailers to reduce customer perception of risks and to promote online sales.