• Journal of Distribution Science
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• v.17 no.10
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• pp.73-81
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• 2019

Purpose - The purpose of this study was to examine the effect of the heuristic type of consumers affecting purchase decision making and the intention of shopping value in their relationship to derive mobile social commerce purchase promotion plans. Research design, data, and methodology - A research model was constructed to relate the mediating effect of shopping value between heuristic types and purchase intentions. A total of 233 valid questionnaires were used for analysis for users using mobile social commerce. The statistical program used SPSS 24.0 and AMOS 24.0, and correlation analysis, regression analysis, and 3-step parametric regression analysis were used for the analysis. Results - The results of the analysis showed that representativeness heuristics, availability heuristics, adjustment heuristics, and affect heuristics had a statistically significant effect on the utilitarian value and the hedonic value. On the other hand, affect heuristics among the heuristic types were found to have the greatest influence not only on the utilitarian value but also on the hedonic value. The two types of shopping value were found to be partially mediated between representativeness heuristics and purchase intentions, between adjustment heuristics and purchase intentions, and fully mediated between availability heuristics and purchase intentions, affect heuristics and purchase intentions. Conclusions - These findings suggest that mobile social commerce companies should check in advance how consumer heuristic types affect purchase intentions. In particular, affect heuristics are caused by consumers' emotional mood such as mood or external stimulus being more important to decision making than rational decision making. Therefore, the result of this study suggests that it can be an important factor to secure the competitiveness that the potential customers who access to use mobile social commerce can feel enough fun and enjoyment in the platform provided by the company. It is also worth paying attention to the utilitarian and hedonic values perceived by consumers. This is because the judgment regarding the economic, convenience and important information provided by the mobile social commerce users affects the purchase intention through the trust of the information, past use, and shopping experience displayed on the mobile social commerce platform.

• International Journal of Advanced Culture Technology
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• v.10 no.1
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• pp.211-229
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• 2022

In this study, we aimed to define the effects of anthropomorphism and conversational relevance of chatbots on user experience. In specific, the chatbot designed for this study was an online shopping assistant that recommends items for consumers. Levels of anthropomorphism was manipulated by the name, profile picture, word choices, and emojis, while conversational relevance was adjusted by the depth and accuracy of the recommendation. Three categories of user experience were measured: psychological distance, usability, and purchase intentions. The results implied a significant main effect of conversational relevance on all variables for the high anthropomorphized conditions, while all but psychological distance was significant for low anthropomorphized conditions. Although there was no significant main effect of anthropomorphism observed for the variables, the main effect of anthropomorphism on responsibility was marginally significant for a specific item. The results of this study may function as a guidance for future studies regarding usage of chatbots within a marketing setting.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.791-800
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• 2024

The cashierless store, which is rapidly spreading with the development of AI, is providing new shopping experiences to customers. However, the existing retail service research mainly focused on evaluation based on employees (people). This study was initiated to evaluate services by reorganizing these service evaluations according to the characteristics of cashierless store. In addition, the effect of the service experience characteristics of AI cashierless store on customers' positive or negative emotions was identified, and the effect on revisit intention was verified. As a result of this study, it was confirmed that the service experience characteristics of AI cashierless store had some effect on emotional response. In addition, it was confirmed that the positive emotional response caused by the characteristics of the AI cashierless store service experience induces revisiting, but the negative emotional response hinders revisiting. The results of this study are expected to contribute to the research and development of AI cashierless store services.

• Korean Journal of Health Education and Promotion
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• v.18 no.1
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• pp.109-125
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• 2001

The purpose of this study was to provide the basic data for establishing school education environment protection measures, on the basis of comparing and analyzing the realities and students' recognition degree of the environment and hygiene around the middle and high schools located in the rural areas. These study data were investigated by the self-administered questionnaires, taking as subject the 805 students in the middle and high schools located rural areas. And the results were as follows: First, as the result of having investigated the distribution degree of harmful environment within the purification zone around schools, it was found out that students responded: within the purification zone around the middle school, there were cartoon rooms (46.2％), electronic game rooms (45.9％), and singing rooms (45.0％). within the purification zone around the high school, there were electronic game rooms (46.3％), singing rooms (42.3％), billiard halls (41.4％), PC rooms (40.1 ％), and Soju-room (35.2％). Secondly, as having analyzed student's recognition degree of the harmful environment around the school, it was found out that middle school students responded that sexual utensils-treating shops (3.74 points) were most harmful, and next corrupted bathhouses (3.52 points), and Soju-room (3.47 points), and high school students also responded relating to harmfulness in a similar sequence. Thirdly, in case of students' recognition degree of the harmful environment around the school according to general characteristics, 1) girl students had a higher ratio of recognition that the environment around the school was harmful than boy students (p〈0.001). 2) groups of students whose living standard was high had a higher ratio of recognition that the environment around the school was harmful than groups of students whose living standard was low (p〈0.05). 3) groups of students whose school was located near the park or the residential street had a higher degree of recognition that the environment around the school was harmful than groups of students whose school was located near the factory or the shopping area (p〈0.01). 4) groups of students whose school was located near the park or the residential street had a higher degree of recognition that the environment around the school was harmful than groups of students whose school was located near the amusement area or the shopping area (p〈0.05). Fourthly, 1) relating to the harmful shops where they experienced most highly the behavior of drinking and smoking, middle school students responded that they did so in the electronic game room (22.5％) and high school students did so in the singing room (31.4％), and high school students had a very high experience ratio of drinking and smoking, compared with middle school students (p〈0.001). 2) relating to the harmful shops where they could get in contact with lewd articles, both of middle school students (5.3％) and high school students (8.3％) responded that they could do so in the video room. 3) relating to the harmful shops where they experienced unsound opposite sex acquaintance, both of middle school students (5.8％) and high school students (16.6％) responded that they did so most highly in hotels, and high school students had a remarkably high experience ratio of unsound opposite sex acquaintance, compared with middle school students (p〈0.05). 4) relating to the harmful shops where they experienced violence, middle school students responded that they did so in the electronic game room (14.0％) and then in the singing room (3.7％), and high school students responded that they did so in the electronic game room (9.3％), the nightclub (4.6％), Soju-room (4.1 ％), and high school students had a remarkably high experience ratio of violence, compared with middle school students (p〈0.05). 5) relating to the harmful places where they experienced drugs both of middle school students (0.8％) and high school students (2.4％) responded that they did so in the hotels. Fifthly, when going to the harmful shops, students had the experience of being guided and regulated roughly 1 time - 2 times, and middle school students (16.4％) and high school students (16.7％) had almost similar experience ratios of being guided and regulated. Conclusively, there was a limit in controlling the environment and purification zone only by legal regulations and institutional controls, the self-control purification effort for the school and the surrounding environment was required greatly, in order to protect students from harmful environment. In addition, the constant study to establish the educational environment purification measures must be carried out.

• Human Ecology Research
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• v.52 no.3
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• pp.243-253
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• 2014

This qualitative case study examined the experience of middle-aged homemakers with buying and wearing clothes. Clothing benefits and clothing purchase types were observed in the homemakers' daily clothing-related behavior. This study aims to understand clothing consumption values in light of clothing benefits and to determine purchasing methods, purchasing mental states, and personal characteristics according to the clothing purchase types of middle-aged homemakers. The participants of this study were four full-time homemakers and four homemakers with a job outside the home, all in middle age. This study was conducted through in-depth interviews based on an unstructured questionnaire, and the data were collected from January 2010 to October 2010. The results were as follows: first, the clothing benefits were identified as a social stereotype, aesthetic taste, economy, wearing situation, and age perception. The most important clothing consumption values to the middle-aged homemakers based on the observed clothing benefits were, in order: social value, emotional value, epistemic value, functional value, and conditional value. Second, the type of clothing purchase was observed to be planned buying, followed by impulse buying, and compensatory buying. Even when a homemaker planned to shop regularly, when they were exposed to an attractive retailer promotion, they seized on the opportunity on impulse or made a compensatory purchase to divert oneself. Even though homemakers prefer primarily impulse buying, when they went shopping for clothing with their mother-in-law or husband, they made planned purchase also.

• Journal of Distribution Science
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• v.19 no.2
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• pp.15-24
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• 2021

Purpose: The research is to find out the perception of consumers for the convenience store (c - store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c - stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c - store image. Results: The results point out that consumers' perception of a different c - store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.971-978
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• 2022

As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.

• Journal of Distribution Science
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• v.9 no.3
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• pp.5-14
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• 2011

One of the new roles of modern retail stores is to supply consumers with a memorable experience. In Korea, enhancing a store's environment so that customers remember a unique shopping experience is recognized as a sound strategy for strengthening the store's competitiveness. Motivated by this incentive, awareness of the experience-store concept is starting to increase in various categories of the retail industry. However, many experience stores, except in a few cases, have yet to derive a significant profit, explaining why Korean consumers are somewhat unfamiliar with, yet fascinated by, the experience stores that now exist in the country. Consumer satisfaction directly, and indirectly, affects a company's future profit and potential financial gain; customer satisfaction also affects loyalty. Therefore, knowing the significant factors that increase satisfaction and loyalty is essential for any company, in any field, to be able to effectively differentiate itself from the competition. Intrigued by increased competition opportunities, most Korean companies have adopted experience-store marketing strategies. When establishing the most effective processes for increasing sales and achieving a sustainable competitive advantage of a new concept, companies should consider certain factors that influence consumers' ability to accept new concepts and ideas. The Technology Acceptance Model (TAM) is a theory that models how people accept new concepts. TAM proposes the following two factors that influence a person's decisions about how, and when, he or she will use a new product: "perceived usefulness" and "perceived ease of use." Much of the existing research has suggested that a person's character also affects the process for accepting new ideas. Such personal character attributes as individual preferences, self-confidence, and a person's values, traits, and/or skills affect the process for willingly consenting to try something new. It will be meaningful to establish how the TAM theory's components, as well as personal character, affect individuals accepting the experience-store concept. To that end, as it pertains to an experience store, the first goal of the study is to examine the influence of innovative factors (perceived usefulness and perceived ease of use) on satisfaction and loyalty. The second objective is to define the moderate effect of consumers' personal characteristics on the model. The proposed model was tested on 149 respondents who were engaged in leisure sports activities and bought sports outdoor garments and equipment. According to the study's findings, the satisfaction and loyalty of an experience store can be explained by perceived usefulness and perceived ease of use, with the study's results demonstrating the stronger of the two factors being "perceived ease of use." The study failed to explain the effects of a person's character on the model. In conclusion, when the companies that operate the experience stores execute their marketing and promotion strategies, they should stress the stores' "ease of use" product components. Additionally, it can be extrapolated from the study data that since the experience-store idea is still relatively unfamiliar to Korean consumers, most customers are not yet able to evaluate, nor take a position regarding, their respective attitudes toward experience stores.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.565-570
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• 2023

There are people who are sensitive to cosmetic ingredients, such as pregnant women and skin disease patients. There are also people who experience side effects from cosmetics. To avoid this, it is cumbersome to search for harmful ingredients in cosmetics one by one when shopping. In addition, knowing and remembering functional ingredients that suit you is helpful when purchasing new cosmetics. There is a need for a system that allows you to immediately know the cosmetics ingredients in the field through photography. In this paper, we introduce an application for smartphones, <Hwa Ahn>, which allows you to immediately know the cosmetics ingredients by photographing the ingredients displayed in the cosmetics. This system is more effective and convenient than the existing system in that it automatically recognizes and automatically classifies the ingredients of the cosmetic when the camera is illuminated on the cosmetic ingredients or retrieves the photos of the cosmetic ingredients from the album. If the system is widely used, it is expected that it will prevent skin diseases caused by cosmetics in daily life and reduce purchases of cosmetics that are not suitable for you.

• The Korean Journal of Franchise Management
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• v.13 no.1
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• pp.35-46
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• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.