• The Korean Journal of Franchise Management
• /
• v.6 no.1
• /
• pp.69-90
• /
• 2015

This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among self-congruity, functional congruity, perceived value(utilitarian/hedonic value), and attitude. Also, this study shows the relative impact of utilitarian value and hedonic value on attitude. The results show that self-congruity has positive effects on functional congruity and value (hedonic and utilitarian value), while functional congruity has positive effects on utilitarian value, hedonic value, and attitude. Moreover, self-congruity has indirect effects on attitude through functional congruity and value. The findings also indicate that hedonic value has relatively higher impact on attitude than utilitarian value does. At the end of the paper, managerial implications and limitations were suggested.

• Journal of Distribution Science
• /
• v.14 no.2
• /
• pp.103-111
• /
• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.8
• /
• pp.1210-1221
• /
• 2006

The strength of the PB(Private Brand) is that it can eliminate intermediary in the distribution channel and thoroughly control the quality under its own name. This study has developed traditional studies on private brand proneness in approaching data processing and empirical point of view of a consumer's attitude buildup process on PB through 'recognition-attitude-action(behavioral attitude)'. The subjects of this study are consumers in their $20s{\sim}40s$ who are main customer groups of PBs. A screening process has taken place to select consumers with purchasing experiences of retailor PBs. The data is analyzed by 'Structural Equation Modeling' of Amos 5.0 to verify consumer attitude formation model on private apparel brand. The results generated from this study are as follows: First, the proposed consumer attitude model on private apparel brand consists of store evaluation, experiential product evaluation, cognitive product evaluation, hedonic attitude, utilitarian attitude and purchase intention. Second, not only positively influence on utilitarian attitude but hedonic attitude can arouse positive emotional reaction of a consumer. Third, the store evaluation is ahead of the product evaluation because PB is more related to the image of a store. The influence of the store on PB is relatively stronger when compared with NB.

• Journal of Information Technology Applications and Management
• /
• v.28 no.6
• /
• pp.45-67
• /
• 2021

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

• Journal of Distribution Science
• /
• v.17 no.8
• /
• pp.45-56
• /
• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

• Journal of Distribution Science
• /
• v.11 no.11
• /
• pp.71-76
• /
• 2013

Purpose - This study investigated the effect of consumers' personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology - The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results - Consumers' personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers' attitude toward social commerce was utilitarian value. Consumers' personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion - The findings suggest that consumers' attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers' shopping value and build positive value about social commerce itself.

• Journal of Korea Game Society
• /
• v.20 no.4
• /
• pp.21-32
• /
• 2020

The study took online game users' need for affect (approach/avoidance) and social norms (subjective/descriptive) into account and examined how these variables affected their attitude (utilitarian/hedonic) toward online games and their flow experience. Results from the hierarchical multiple regression analysis showed that, game users' approach affect and subjective norm had significant impacts on their utilitarian attitude, while their approach/avoidance affect and subjective norm had on their hedonic attitude toward onine games. Plus, the avoidance affect, subjective norm, and utilitarian/hedonic attitudes of game users had significant impacts on their flow experience.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.29 no.1 s.139
• /
• pp.136-148
• /
• 2005

The purpose of this study identifies how attributes of the website influences on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables(interactivity, search and visual information of website), mediated variables(utilitarian shopping value and hedonic shopping value) and dependent variables(attitude toward website). The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity of the website has a positive impact on perceived utilitarian and hedonic shopping values of the website and visual information of the website also influence hedonic shopping value of the website positively. Third, utilitarian and hedonic shopping values have a positive influence on attitude toward the website for apparel shopping.

• Journal of the Korean Home Economics Association
• /
• v.48 no.10
• /
• pp.121-132
• /
• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.40 no.2
• /
• pp.287-304
• /
• 2016

This study examines the influence of product classification standards and structure on user perception as well as their attitude towards online shopping sites. The causal relationships of variables are also examined. The analysis was based on an online survey with 247 responses. Four types of internet shopping sites were developed and used as a stimulus. The results of the mean comparison analysis indicated that perceived variety, information overload, perceived shopping value and attitude towards the site varies significantly with product classification standards and structure. There was also of a marginally significant interaction between the classification standard and structure on perceived variety and information overload. The causal relationship analysis revealed that perceived variety positively influenced hedonic and utilitarian shopping value. However, information overload had a negative effect on hedonic and utilitarian shopping value. Both the hedonic and utilitarian shopping value positively influenced attitudes towards the sites. This study demonstrates that classification method influences customer perception and attitude. It offers interesting insights on a product classification method as a strategic tool for online shopping.