• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

• The Research Journal of the Costume Culture
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• v.19 no.1
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• pp.1-18
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• 2011

The purpose of this study is to prepare the base for the development of the high value clothing products with eco-friendly fabric which become the conversation topic recently. In order to collect data, a questionnaire was used. The subject of survey was the adult women in from their 20's to 50's. The survey areas were Gyungnam, Busan, Ulsan, and Daegu in Korea. The questions were formed with the results of a preliminary investigation and the contents selectively revised the measurement tools used to the previous studies. To analyze the collected data, $x^2$2-test, t-test, ANOVA were carried out with SPSS. In the result of difference analysis of the actual purchase conditions according to demographic variables, the purchase motives, the purchase items, and the purchase information showed the significant difference according to the demographic variables except monthly income, and the purchase place showed the significant difference to all the demographic variables. The results of difference analysis of post-purchase satisfaction according to the demographic variables and the purchase items were as follows, The post-purchase satisfaction in price showed the significant difference according to age and monthly income. The one in design showed the significant difference according to educational level and occupation. The one in fashion showed the significant difference according to marriage or non-marriage, age, educational level and occupation. The one in the wearing sensation showed the significant difference according to marriage or nonmarriage, age, educational level, occupation. The one in transformation showed the significant difference according to educational level, monthly income, purchase item. The one in laundry and management convenience showed the significant difference according to monthly income and purchase item. Finally, the one in pollution level showed the significant difference according to age, monthly income, occupation, and purchase item.

• Fashion & Textile Research Journal
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• v.3 no.3
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• pp.249-256
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• 2001

This study was to investigate difference across socioeconomic groups in factors of purchase intention of apparel in internet shopping mall and in satisfaction were internet shopping mall. A questionnaire was administered to collage students majoring in fashion design during May of 2001. Data was analyzed by using Factor analysis, T-test, one-way ANOVA, Duncan test, ${\chi}^2$-test. Factor analysis yield three factors of purchase intention, purchase stimulus, convenience and economic and rationality. Significant differences were found across levels of monthly pocket money and types of payment for purchase apparel of internet shopping mall purchase stimulus (factor 1). In convenience and economics (factor 2), differences were also significant across levels of purchase frequency, product price and payment ways of internet sopping mall. Significant difference was identified across sex type and levels of product price purchased in internet shopping mall (factor 3). Regarding internet shopping mall satisfaction, differences were significant across levels monthly pocket money and apparel purchase frequency of in internet shopping mall.

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.6
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• pp.79-94
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• 2018

The purpose of this study is to specify a probabilistic tracking mechanism for customer luxury purchase implemented by hidden Markov model, Bayesian inference, customer satisfaction and net promoter score. In this paper, we have designed a probabilistic model based on customer's actual data containing purchase or non-purchase states by tracking the SPC chain : customer satisfaction -> customer referral -> purchase/non-purchase. By applying hidden Markov model and Viterbi algorithm to marketing theory, we have developed the statistical model related to probability theories and have found the best purchase pattern scenario from customer's purchase records.

• Fashion & Textile Research Journal
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• v.11 no.5
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• pp.753-763
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• 2009

The purpose of this study was to investigate the wearing situation and satisfaction of school uniforms with the middle and high school boys and girls, who have been in uniforms for one or more years. The subjects for the survey were a total of 560 from the 2nd and the 3rd grade of the middle school, and the 1st and the 2nd grade of the high school. The survey was performed with the questionnaire of 60 questions; 36 questions related to the actual status, such as the purchase, size, repair, and design of a school uniform, and 24 questions related to satisfaction. The results were as follows; 1. Regarding the school uniform purchase, middle school students attached importance to famous brand, while high school students valued design above everything else. The students confused with the school uniform sizing systems were 82.1 % and 72.5 % in middle and high school students. 2. 43% of middle school students and 34% of high school students had experiences of repairing their school uniforms. Regarding the reason for repair, the size misfit was the highest. Boys preferred a single breasted boxy jacket with middle hip line length, and straight trousers, and girls preferred a fitted jacket of waist line length, and flare skirt of the knee line length. 3. School uniform satisfaction score showed that students were not satisfied with their school uniforms so much. Middle school students had significantly lower satisfaction about the design and psychological protection than high school students. Even though high school students showed lower satisfaction about the price and the care of school uniforms, there were no significant differences between them.

• Journal of Information Technology Services
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• v.12 no.4
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• pp.337-347
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• 2013

The mobile market in South Korea is about 4trillion and the social commerce market is also growing. Social commerce market was started from small venture company and in nowadays, its status is getting higher enough to compete with such as Gmarket and 11st. As social commerce market is rapidly growing, the interest of consumer is getting higher and we need to research about how consumers to recognize and make a purchase. For the research, I set hypothesis about consumer's recognition about social commerce, shopping experience, purchasing disposition, a trust influence on purchase attitude and we analyzed through actual investigation. I did a survey for male and female in 20s. An analysis result showed that the recognition about social commerce, shopping experience, purchasing disposition and a trust can affect on purchasing satisfaction. The most popular category in social commerce market was restaurant and fashion and I also found that consumers visit social commerce market in case of need rather than regular visits. I expect a rapid growth of social commerce market as an advance of smartphones. I hope this research could help for to establish marketing strategy by understanding characteristics of social commerce market and consumer proneness.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.236-247
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• 2016

Considering the prevalent use of mobile devices and the mobile Internet in Korea, there should be open doors for retailers to a different type of distribution if they could find out what makes consumers satisfied with m-commerce sites as well as what makes consumers purchase from m-commerce sites. Therefore, we explored: 1) the antecedents of satisfaction with m-commerce sites and 2) the determinants of purchasers vs. browsers of m-commerce. As possible antecedents of the two dependent variables, the following were utilized in the current study: the Technology Acceptance Model (TAM), perceived shopping values, and interactivity. According to the results of this study, these variables related to the performance of mobile commerce sites (Perceived ease of use, Perceived usefulness, Synchronicity, Richness of content, and Contextual services) significantly affected satisfaction with m-commerce sites. On the other hand, the most important discriminator of an m-commerce purchaser vs. a browser was human-oriented interactivity, especially interpersonal communication among users. With the help of information technology.

• Journal of Fashion Business
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• v.17 no.5
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• pp.31-44
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• 2013

This study is aimed to examine the wearing, the clothing satisfaction and the actual purchase conditions of dance sportswear for females in their 20s~50s in order to provide a basic resource for the development of motion functionality and emotionally suitable dance sportswear. As a result, females in their 50s are considered with higher percentages of participation and more than half of them participated in the Latin American sports dance. As for the frequency of activities per week, 1~2 times per week is the largest portion with the main purpose of health and diet for all age levels. Participants with more than 3 years of experience have more proper clothing as compared with those less than 1 year of experience. The most inconvenient point is the rolling up of the upper clothes in the case for two pieces of clothing. The purchase frequency of dance sportswear is once or twice per year which shows no differences for all age levels and the repurchase period is considered to be long. As for price, items less than 50,000 won hold the highest portion which meant that they preferred low priced clothing. When they purchase dance sportswear, more than 80% of the participants consider design and materials as the most important factors.

• Korean Journal of Community Nutrition
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• v.12 no.3
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• pp.344-351
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• 2007

The purposes of this study were to analyze the consumer inclination to convenience towards HMR in order to verify the structural correlation of the actual state of consumption, and to analyze consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase'. The subjects were adults in their twenties or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling of 550 subjects, who were distributed a questionnaire from March 12 to 30, 2005. A total of 451 questionnaires were returned (the return rates were 82%). The main results of this study were as follows : Regarding the types of HMR, 'Ready to eat' had higher preference (3.31), satisfaction (3.33) and 'intention to purchase it again' (3.38) than those of 'Ready to heat' and 'Ready to end-cook.' Consumer inclination to convenience towards HMR was analyzed in order to verify the structural correlation of the actual state of consumption, and consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase' were analyzed. The gross effect of 'frequency of using' on 'intention to repurchase' was 0.435, the gross effect of preference on 'intention to purchase it again' was 0.659, and the gross effect of satisfaction on 'intention to purchase it again' was 0.772 for 'Ready to eat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.448, the gross effect of preference on 'intention to repurchase' was 0.556, and the gross effect of satisfaction on 'intention to repurchase' was 0.654 for 'Ready to heat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.432, the gross effect of preference on 'intention to repurchase' was 0.494, and the gross effect of satisfaction on 'intention to repurchase' was 0.608 for 'Ready to end-cook.' To summerize the above results, there was a difference of the structural correlation among component concepts of the actual state of consuming according to the criteria of HMR. Thus, it implied that differentiated sales strategies were needed according to the criteria of HMR.

• Journal of the Korean Society of Food Culture
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• v.28 no.6
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• pp.631-639
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• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.