• 유통과학연구
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• 제16권12호
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• pp.57-68
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• 2018

Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors' effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female = 39%) were divided into groups and exposed to one of the eight scenarios. Participant's purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and the purchase intentions of non-essential goods increase under high retailtainment. Conclusions - When customers buy essential goods, discounts decrease purchase intentions. During the season for bargain sales, purchase intentions increase when retailtainment of essential goods is low, and retailtainment of non-essential goods is high.

• 동아시아경상학회지
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• 제8권1호
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• pp.1-19
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• 2020

Purpose - This study is to classify quality characteristics of online environment-friendly agricultural products shopping malls into 6 categories and to empirically test their relationship with customer trust, perceived manageability, perceived utility and purchase intention. Research design, data, and methodology - This study targeted adults who have purchased ecofriendly agricultural production online malls for 4 weeks from September 3 to September 30, 2019. The survey type used was a structuralized self-report survey questionnaire made to meet the research purpose in 2019 as the time range. Out of 800 questionnaires, 500 copies are used after excluding surveys with insincere responses. Results - First, results to hypothesis 1, which was about independent variables and customer trust. Analysis showed that health, familiarity, platform reputation, reviews and product quality were found to have significant effect on customer trust; the hypothesis was adopted. On the other hand, system security did not affect customer trust significantly; it was rejected. Second, customer trust was shown to have significant effect on perceived manageability and perceived utility, so the hypothesis was adopted. Third, the hypothesis that perceived manageability moves onto perceived utility was adopted. Moreover, the hypothesis that perceived manageability moves onto purchase intention and the hypothesis that perceived utility moves onto purchase intention were adopted as well. Conclusions - Furthermore, the results of the study imply that it's imperative for online environment-friendly agricultural products shopping malls to consider their characteristics as the means to increase purchase intention of customers.

• Asia Marketing Journal
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• 제16권2호
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• pp.15-38
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• 2014

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.

• Asia Marketing Journal
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• 제18권4호
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• pp.125-138
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• 2017

The goal of the study is to understand how consumers' constraint as opposed to utility structure gives rise to final decision when consumers purchase more than one variant of product at a time, i.e., horizontal variety seeking or multiple-discreteness. Purchase and consumption decision not only produces utility but also involves some sort of cognitive pressure. Past consumption or last purchase is likely to be linked to this burden we face such as concern for obesity, risk of harm, and guilt for mischief. In this research, the existence and the role of dynamic constraint are investigated through a microeconomic utility model with multiple dynamic constraint. The model is applied to the salty snacks data collected from field study where burden for spiciness serves as a constraint. The results are compared to the conventional multiple discreteness choice models of static constraints, and policy implications on price discounts is explored. The major findings are that first, one would underestimate the level of consumer preference for product offerings when ignoring the carry-over of the concern from the past consumption, and second, the impact of price promotion on demand would be properly evaluated when the model allows for the role of constraint as both multiple and dynamic. The current study is different from the existing studies in two ways. First, it captures the effect of 'mental constraint' on demand in formal economic model. Second, unlike the state dependence well documented in the literature, the study proposes the notion of state dependence in different way, via constraint rather than utility.

• 복식
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• 제58권8호
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• pp.158-169
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• 2008

The purposes of this study were to Investigate the relationships between knitwear purchase motive and female consumer satisfaction, and to reveal how knitwear purchase motives and demographic variables influence the consumer satisfaction. The subjects were 263 female college students and working women residing in metropolitan area of Seoul. The data were analyzed by using descriptive analysis, factor analysis, Cronbach's ${\alpha}$-reliability coefficient, t-test, Pearson's correlation coefficient, and multiple regression analysis. Five dimensions of knitwear purchase motive were derived by factor analysis; expressive, others' influence/deficiency, quality/social, situation, and utility motive. Consumer satisfactions were classified into 3 dimensions; appearance, practicality, and quality satisfaction. The expressive motive had significant positive relationships with the satisfaction of appearance and quality satisfaction. The quality/social motive had positive relationships with the satisfaction of appearance, practicality, and quality. Utility motive had positive relationships with the satisfaction of appearance and practicality. Working women had higher situation motive and quality/social motive than the female college students had. The higher the age was, the higher the score on situation motive and quality/social motive were. The higher the social class was, the higher the score on expressive motive was. The higher the income was, the higher the score on appearance, practicality, and quality satisfaction were. The consumer satisfaction of knitwear was influenced most by the quality/social motive and next by the expressive motive, the income, and the utility motive in order.

• 한국의류학회지
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• 제29권11호
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• pp.1475-1484
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• 2005

The purposes of this study were 1) to examine the dimension of fashion shopping mall attributes and shopping value related to online shopping, and 2) to investigate the effects of fashion shopping mall attributes and shopping value on purchase intention in online shopping. Data were obtained from 423 online fashion shopping mall consumers who have experiences of buying products or visiting to online fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, path analysis of LISREL 8.53. The results showed online fashion shopping mall attributes were composed of Visual information, Loading speed Space composition, Product assortment, Checkout service, and Help desk. Shopping value perceived by online fashion shopping mall consumers were consisted two factors: Hedonic value and Utility value. Hedonic value and Utility value Perceive by online consumers were influenced by Product assortment, Visual information, Help desk, and Space composition of shopping mall. Additionally, hedonic and utility shopping values perceive by online consumers impacted online purchase intention. Findings suggest that fashion shopping mall attributes mediated by shopping values are important in predicting purchase intention of online shopping mall. Implications are drawn for the information useful to consumer behavior researchers and retailers of online fashion shopping mall.

• 유통과학연구
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• 제20권3호
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• pp.33-43
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• 2022

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

• 대한가정학회지
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• 제44권2호
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• pp.61-69
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• 2006

The purposes of this study were,1) to examine the clothing purchase behaviors of the elderly, and 2) to investigate the relationships of clothing purchase behaviors, information source, service quality and clothing buying motive, which may provide insights related to the silver market. Data were obtained for women in their 50's and 60's women living in Busan (N=285), and analyzed using to factor analysis, Cronbach's alpha, ANOVA and Duncan test. The research findings of the research wereare asan follows. The elderlys women bought clothes with their her friends, used credit cards, and usually shopped at the department stores. There were partly significant (Ed- it cannot be 'partly' either it was significant or it was not) differences in clothing purchase behaviors, information source, and service quality by clothing buying motive types. The ostentation group considered more massmideamass mediainformation sources and experience/salespersons/observation information sources, more was higher than the economic group and utility groups. The ostentation group and economical groups attached more importance to Facilities Service and Policy Service in service quality, was higher than the utility group. The Iimplications and drawn from the study results for the information will be useful to consumer behavior researchers and retailers of the silver market.

• 한국생활과학회지
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• 제11권4호
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• pp.367-380
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• 2002

This study tries to search and analyze empirically the clothing merchandise purchase motivation and behavior made by foreign visitors who bought clothes as tour memorials in South Korea. To make a empirical study we made survey research and evaluated 30 items for the survey of clothing purchase motivation and 25 items for the survey of the importance and satisfaction revealed at the time of purchase with the standard of Likert 5 point. We had chosen 614 sample participants including 176 English speakers, 211 Japanese speakers, and 277 Chinese speakers among those foreign tourists who had purchased clothing materials at the Dongdaemun Shopping Mall. The result of analysis is as follows : As the result of factor analysis about the clothing merchandise purchase, we had 6 factors. They are (1)impulse, (2)utility, (3)fashionableness, (4)tour commemoration (5)psychology (6)economy. As the result of cluster analysis based on the standard of selected 6 factors of clothing merchandise purchase motivation, we could divide three groups such as (1)the pursuit type of clothing merchandise purchase, (2)the pursuit type of recreation of feeling (3)the pursuit type of tour memorial. As the result of analysis on the items of purchased clothing merchandise, the highest frequency of purchase was made by T-shirt, then by the order of sweater, blouse, and aloha shirt, pants, and jacket. In regard to the importance of items related to clothing merchandise, the highest importance was made by design, then by the order of price, size, color and utility, and style. In regard to the items related to the service of shopping mall, the highest satisfaction was made by the convenience of business hour. Meanwhile, the lowest satisfaction was made by the inconvenience of fitting room, the speaking and by ability of foreign languages by sales agents.

• 한국의상디자인학회지
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• 제19권1호
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• pp.15-25
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• 2017

The purpose of this study was to investigate the effect of sports shoes benefit pursuit on purchase reason, purchase evaluative criteria, and purchase information resource of high school girls. The data were collected between June 2016 from 287 high school girls in their's, living in Seoul, Daejeon, Gwangju, Daegu, Busan, and Changwon. The data have been analyzed by using SPSS program. The methods of factor analysis, reliability, and regression have been adopted for the data analysis. The results of this study were as followings: The factors of sports shoes benefit pursuits consisted of four dimensions of fashion-pursuit, brand-pursuit, convenience-pursuit, and economy-pursuit. The factors of purchase reasons consisted of three dimensions of syntony, recreation, and economic utility. The factors of purchase evaluative criteria consisted of three dimensions of management, aesthetic appreciation, and symbolism. The factors of purchase information resource consisted of two dimensions of media and human. Sports shoes benefit pursuits had an influence on purchase reasons, purchase evaluative criteria, and purchase information resources. In particular, the fashion-pursuit of Sports shoes benefit pursuits had a great influence on purchase reasons. The brand-pursuit of Sports shoes benefit pursuits had a great influence on purchase evaluative criteria and purchase information resources. It is highly expected that this study is used as the useful sources of sports Shoes industry.