• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.1
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• pp.97-113
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• 2023

This study investigates the effect of consumers' trust in communication with online fashion mall avatars on performance expectancy and re-use intention. For the empirical study, 207 adults were surveyed using a 5-point Likert scale, and the results were analyzed with SPSS 21.0. The analysis reveals the following results. First, the factor analysis of trust in communication with the avatar, performance expectancy, and re-use intention revealed cognitive and affective trust as subfactors of the trust in communication with the avatar, while purchase choice expectations and performance expectancy were identified as subfactors of performance expectancy for the avatar. A total of five factors, including re-use intention, were recognized. Second, the trust in communication with online fashion mall avatars significantly positively affected performance expectancy for the avatar. Among the subfactors, cognitive trust was determined to have a greater influence on purchase choice expectations than affective trust. Third, the performance expectancy for the online fashion mall avatar significantly positively affected re-use intention. Notably, the subfactor performance expectancy had a greater influence than purchase choice expectations. Finally, trust in communication with online fashion mall avatars significantly positively affected re-use intention. Accordingly, the sub-factor cognitive trust had a greater influence on re-use intention than affective trust. The results of this study are academically significant in that they empirically test the influence relationship between trust in communication, performance expectancy, and re-use intention, considering the personal characteristics of online fashion mall avatars on consumers using the Meta-UTAUT model in the fashion field.

• The Journal of Industrial Distribution & Business
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• v.12 no.2
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• pp.29-40
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• 2021

Purpose: In this study, with the transaction amount of foreign direct Purchase and foreign direct sales increasing, South Korea is in a situation where foreign direct sales are focused on China. We looked at the impact of consumer innovation and site characteristics on repurchase ability among the characteristics of overseas direct purchase consumers as a way to make direct overseas sales to various overseas countries. Research design, data and methodology: Consumer innovativeness consists of four variables: functional, hedonistic, social, and cognitive, and the site characteristics consisted of four variables: product price, product assortment, convenience, and service. The study was conducted on consumers with foreign direct purchase experience, and was finally used in 252 additional analyses. Results: The main findings of this study were first, that the impact on the degree of re-purchase among consumer innovativeness of foreign direct purchase consumers had a significant impact in the order of cognitive innovativeness, hedonistic innovativeness, and functional innovativeness. Social innovativeness did not affect the degree of re-purchase. Second, site characteristics have been found to have a significant impact on the degree of re-purchase in order of product assortment, commodity price, and service. Convenience did not affect the degree of re-purchase. Conclusions Taken together these results can be called the biggest characteristic of the cognitive innovativeness of the consumer's inclination to use the overseas direct purchase, the price or quick response of the goods sold on the site is a factor that affects the re-purchase, above all it is important to have a variety of products. We will present this element as a way to make direct sales abroad to various countries. In addition, foreign direct purchase is a lot of transactions in China, the United States, EU, but the share of China is high in foreign direct sales, and the U.S. and EU have a very low performance, it is important to consider the reasons why they prefer Korean products in China to study the social and cultural characteristics of U.S. and European consumers in the future, and to support and active marketing that companies and sellers can increase sales.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.1 no.2
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• pp.101-134
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• 2006

This study is conducted to examine how purchase behaviors of consumers have affected by the promotion of coupons in internet shopping mall. This study was conducted with the purpose of identifying the differences In purchase behavior based on consumer's perception and experience of internet shopping mall coupons, and based on consumers' perception of cost and value of coupons, using a theoretic framework presented in previously conducted studies. The results of this study can be summarized as follows. First, based on the perception of coupons, there were significant differences in intent to use and intent to re-use at the time when coupons are offered, and at the time when coupons are offered, no significant differences were found between the level of interest and the importance of coupon at the time of visiting the shopping mall; however, significant differences were found in the overall purchase behavior based on perception of coupons. Second, when overall differences In purchase behavior based on experience in coupon use was observed, having experience in using coupons showed a higher average than did having no experience in using coupons, showing a significant difference. It was found that compared to those without experience in using coupons, those with experience with coupons had higher intent to use at the time when coupon is offered, intent to re-use at the time when coupon is offered, and higher level of purchase behavior In the importance of coupons at the time of visiting the shopping mall. Third, when relationship between purchase behaviors, cost of coupon, and perception of convenience was observed, a clear static relationship was found. This suggests that as the cost and perception of convenience of coupon increases, purchase behavior also increases. Such result suggests that there is a difference in purchase behavior based on experience in coupon use. When relationship of purchase behavior by variables of cost of coupon and perception of convenience is observed, it has a positive relationship with the perception that the use of coupon includes saving money, financial help, enjoyment of use, habitual use, has a short effective date, and has a negative relationship with the perception that it saves little money and is a waste of time. Therefore, it can be seen that purchase behavior has the highest relationship with enjoyment of coupon use and habitual coupon use. Such results suggest that purchase behavior will be significantly influenced based on cost of coupon and perception of convenience.

• Journal of Korean Society of Rural Planning
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• v.21 no.2
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• pp.137-147
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• 2015

In this study, consumers who have experience of visiting Jeongsun Arirang Market has been selected as samples to understand the characteristics of agricultural products purchase. For this, double hurdle model was used in order to resolve sample selection problem and obtain consistent estimator. The key points are the following. First, as the age increases(up to 59.8 years), chances of purchasing the products at traditional market increase as income increases. Second, when the residence area is outside of Gangwon-province, the purchase amount of the products increased compared to those from visitors within the Gangwon province. Also, visitors who use public transportations purchase less products compared to those who use their own car. Third, probability of agricultural products increase as the visitors consider positive effect the product purchase leads to the local farmers. Fourth, if the visitors consider the quality of the agricultural products, probability of purchasing agricultural product at the site increases. However, if the visitors consider the freshness of the agricultural products, the purchase amount rather drops. Fifth, the probability of purchase increases as visitors consider the brand of traditional market.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.121-132
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• 2017

In this study, there is a purpose of research to secure competitiveness through the effective utilization of intangible corporate resources of founded enterprises. For this research, we conducted a survey on the way the customers who used the products of the BI center and founders less than 7 years evaluated the founded company. Schmitt's empirical element was examined as a theoretical background, and it was examined whether these empirical factors and attitudes acted as a preprocess in the decision-making process as a repurchase intention. The Result of research is as follows. First, It clearly indicated that customer experience and search experience affected the degree of re-purchase. Second, customer's experience (use experience, search experience, contact experience) were grasped with significant influence on customer's attitude. Third, we discovered that customer's attitude had mediated between customer's experience (use experience, search experience) and re-purchase. This research suggests that if we manage empirical factors well, we can increase the degree of re-purchase and cope appropriately with the limitations of small and medium enterprises.

• 한국벤처창업학회:학술대회논문집
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• 2007.04a
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• pp.405-433
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• 2007

This study is conducted to examine how purchase behaviors of consumers have affected by the promotion of coupons in internet shopping mall. This study was conducted with the purpose of identifying the differences in purchase behavior based on consumer' s perception and experience of internet shopping mall coupons, and based on consumers' perception of cost and value of coupons, using a theoretic framework presented in previously conducted studies. The results of this study can be summarized as follows. First, based on the perception of coupons, there were significant differences in intent to use and intent to re-use at the time when coupons are offered, and at the time when coupons are offered, no significant differences were found between the level of interest and the importance of coupon at the time of visiting the shopping mall; however, significant differences were found in the overall purchase behavior based on perception of coupons. Second, when overall differences m purchase behavior based on experience in coupon use was observed, having experience in using coupons showed a higher average than did having no experience in using coupons, showing a significant difference. It was found that compared to those without experience in using coupons, those with experience with coupons had higher intent to use at the time when coupon is offered, intent to re-use at the time when coupon is offered, and higher level of purchase behavior in the importance of coupons at the time of visiting the shopping mall. Third, when relationship between purchase behaviors, cost of coupon, and perception of convenience was observed, a clear static relationship was found. This suggests that as the cost and perception of convenience of coupon increases, purchase behavior also increases. Such result suggests that there is a difference in purchase behavior based on experience in coupon use. When relationship of purchase behavior by variables of cost of coupon and perception of convenience is observed, it has a positive relationship with the perception that the use of coupon includes saving money, financial help, enjoyment of use, habitual use, has a short effective date, and has a negative relationship with the perception that it saves little money and is a waste of time. Therefore, it can be seen that purchase behavior has the highest relationship with enjoyment of coupon use and habitual coupon use. Such results suggest that purchase behavior will be significantly influenced based on cost of coupon and perception of convenience.

• The Journal of Information Systems
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• v.15 no.4
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• pp.125-147
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• 2006

Internet shopping mall has dual nature of information technology features defined by the web-based application system and marketing features explained by the shopping marketplaces. The purpose of this study aims at analyzing the consumer's attempt to purchase and re-purchase intention to the internet shopping mall to combine the IT perspective and the marketing perspective. This paper develop the integrated research model with the acceptance behaviors of customers through consumer's purchase decision process(pre-purchase stage and post-purchase stage). The results from an empirical survey as follows: First, the integrated model is valid in predicting the acceptance of the internet shopping malls by using structured equation modeling. Second, there are the differences between pre-purchase stage and post-purchase stage by each conceptual constructs. Finally, the results of MSEM(Multi-group Structured Equation Modeling) indicate the perceived ease of use and perceived trust to the attitude to the internet shopping mall is more effectively predicted at the pre-purchase stage. Vice versa, the perceived usefulness to the intention to the purchase intention of internet shopping mall is more effectively predicted at the post-purchase stage. This study provides an integrative approach to develop the effective and successful internet shopping mall strategy.

• Journal of the Korean Society of Costume
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• v.33
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• pp.175-188
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• 1997

the main purpose of this study was to inves-tigate the consumer dissatisfaction and com-plaining behavior in purchase and use by con-sumer value. The subjects participated this study were 204 female students. They were classified into 3 groups by important degree of instrumental value which is one of the 2 value categories that divided by the Rokeach. In order to assess consumer dissatishaction in purchase and use of clothing by those groups. The Clothing Purchase Dissatisfaction Inventory was used and The Consumer Complaining Behavior Inventory was adapted to asses consumer complaining behavior. The Clothing Purchase Dissatisfaction Inventory has 4 subscales(Price related factor Produt and Quality related factor Information and Service related factor Purchase decision-mak-ing related factor)and The Consumer Complaining behavior Inventory consisted in 3 subscales(Do nothing Private complaining Public complaining) Using SAS package in order to examine Clothing Purchase Dissatisfaction Inventory scores anaslysis of variance (MANOVA) was excuted And turkety test a kind of post-hoc multiple comparisons methods was adapted to compare Clothing Purchase Dissatisfaction In-ventory scores of each groups. in order to in-vestigate consumer complaining behavior by each groups and grade major pocket money a month the mean purchse price of clothing a month x2-test Frequency Percent were executed. Conclusion eached in this study are as fol-low: 1. Each group had differences in price re-lated factor Product nad Quality related fac-tor Information and Service related factor ex-cept Purchase decision -making related factor Groups which made much of value tend to dis-satisfy in price related facor Product and Quality related factor Information and Service related factor. 2. Group that made much of value had more high scores in private complaining complainto third party and the middle group had more high scores in private complaining . Group made little of value tended to do nothing. 3. Grade major pocket money a monty the mean purchase price of clothing a month didn't have difference signficantly in consumer behavior. but major had difference on private complaining.

• Human Ecology Research
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• v.54 no.2
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• pp.207-225
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• 2016

This study investigated a conceptual framework of fashion consumers' purchase decision-making styles related to behavioral typology of personality. In response to critiques on fragmented and varied use of personality measurements, this study selectively tested and verified an alternative typological model of Enneagram value systems and self-construal levels that could explain the fashion consumers' typological propensities in purchase decision-making. One hundred-item measurement scale for the fashion consumers' purchase decision-making styles was developed based on the extensive literature. Three groups of fashion major students, a total of 107 participants, who respectively participated in 2-hour-long Enneagrams seminars from spring 2013 to fall 2014, were asked to re-sentence the question items to clearly reflect their Enneagram personality to make purchase decisions. Participants described their propensities in their own words about the most comfortable state during the 5-step processes of the purchase decision making process. The revised scale was distributed to 423 participants in January 2016, and the results verified the group differences in various styles in the process of purchase decision-making corresponding to the typological variables discussed in Enneagram. The correlation between Enneagram core values embodied by fashion consumers during the stages of purchase decision-making in extensive levels of self-construal were verified in the context of their fashion decision making. This study found the possibility of the typological approach toward Enneagram types of personality to be applicable to explain and predict peculiar facets of fashion consumers' purchase decision-making styles.

• New & Renewable Energy
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• v.18 no.3
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• pp.43-59
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• 2022

The green premium is the most important feature of Korea's RE100 system. Green premium has three characteristics. The first, the cost of implementation is lower than that of other means of implementation. The second, it is linked with the RPS system to keep the means of implementing the green premium low. Third, the funds raised by the green premium are used to supply renewable energy to compensate for the additionality that the green premium does not have. When the entire industrial sector's electricity consumption is converted to renewable energy, the implementation cost of the green premium is estimated to be 3,377.4 billion won, and the REC purchase is estimated to incur the implementation cost of 6,576.4 billion won, which is 3.5 trillion more than the green premium. It was analyzed that an additional implementation cost of KRW 100 million would occur. In addition, in the case of solar PPA, it was analyzed that additional implementation costs of KRW 13,375.7 billion to KRW 16,162.3 billion were incurred. It was estimated that the renewable energy that could be supplied to the green premium would at least be sufficient for companies exporting to the US and EU. In addition, it was analyzed that when the fund created as a green premium is used for renewable energy supply, about 30.7% of the renewable energy supply through PPA can be supplied. However, as ESG is emphasized, green premium can be criticized by green washing because there is no additionality. There is also a limit to responding to the EU's CBAM. Therefore, companies can use the green premium depending on the situation, but it is more advantageous to use PPA, etc. The government needs to sufficiently maintain the supply of renewable energy using the fund to maintain the green premium.