• 한국IT서비스학회지
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• 제18권5호
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• pp.1-16
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• 2019

This work tries to empirically validate the effect of influencers' product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers' usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers' videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.

• 한국의류학회지
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• 제37권1호
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• pp.101-112
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• 2013

This study conducted an empirical study on fashion cultural products that targeted foreign visitors to identify variables related to foreigners' purchase intention towards fashion cultural products. A total of 424 surveys were returned (with 393 deemed usable). The collected data was analyzed using SPSS 12.0 and AMOS 5.0 to provide the following results. The purchase intention model for fashion cultural products was verified along with an identification of a causal relationship where personal factors and attitudes lead to purchase intention. In particular, the effect of universalism and the exposure degree to Korea was greater than global-mindedness. Two factors (attitudes toward authenticity and towards aesthetic elements) exerted a significant effect on purchase intention; comparatively, the attitude toward authenticity showed a greater influence on the purchase intention.

• Journal of Information Technology Applications and Management
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• 제31권1호
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• pp.123-138
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• 2024

With the increase in online shopping and delivery food consumption since the pandemic, solving environmental problems caused by single-use packaging has become an important issue. 'Upcycling' is a combination of 'Upgrade' and 'Recycle', and it is the rebirth of obsolete or discarded objects by adding new value to them, and there are currently various upcycled products on the market. In order to activate upcycling, consumers' awareness of the environment and their values for consumption are very important. This study aims to investigate the influence of students' environmental concern, environmental experience, and consumption value on their purchase intention of upcycled products. Based on the results of previous studies on environmental concern, environmental experience, and consumption value, hypotheses were set, and a survey was conducted among university students nationwide to test the hypotheses. The results of this study are as follows First, environmental concern has a significant positive effect on purchase intention of upcycled products. It can be seen that the more environmental concerns such as global warming and waste disposal problems increase, the more positive attitudes toward upcycled products increase. Second, the research hypothesis that environmental knowledge will have a positive effect on the purchase intention of upcycled products is rejected. It was found that environmental knowledge is acquired through environmental education and many SNS, but it does not have a direct effect on the purchase intention of upcycled products. Third, it was found that the consumption value of college students has a positive effect on the purchase intention of upcycled products by increasing their positive perception of upcycled products. Fourth, college students' purchase intention of upcycled products has a positive effect on their behavioral intention to purchase upcycled products. The results of the study provide implications for relevant organizations such as universities and companies to effectively design upcycling-related education. It is also expected to have a positive impact on the use of upcycled products by providing basic information on the characteristics of consumers who purchase upcycled products.

• 한국지역사회생활과학회지
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• 제28권4호
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• pp.581-597
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• 2017

This study evaluated the effect of consumers' knowledge and attitude toward to local foods on purchase intention. The study data were collected through a three-week online survey of 500 household food purchasers who had bought local foods within the previous year. The results are as follows. First, examining the difference in the knowledge of local foods according to socio-demographic variables revealed that married people had more knowledge of local foods than singles according to marital status, and college graduates and higher had more knowledge than high school graduates and lower according to education level. Second, as a result of examining the difference in attitudes towards local foods according to socio-demographic variables, married people more than single people according to marital status, people in their 30s more than those in their 20s according to age and college graduates and higher more than high school graduates and lower according to education level had more positive attitudes towards local foods. Third, as a result of examining the difference in consumers' purchase intention towards local foods according to socio-demographic variables, according to age, and housewives had the lowest purchase intention towards local foods according to occupation. (Ed- I cannot understand: the section 'according to socio-demographic variables, according to age, and housewives had' is confused) People engaged in office/specialized/managerial jobs and those engaged in production/sales/service had the highest purchase intention. In regard to monthly average income, households that made less than KRW 4 million had the lowest purchase intention, and those that made KRW 4-8 million had the highest purchase intention. Fourth, the knowledge of local foods affected attitudes towards local foods. Fifth, attitudes towards local foods affected consumers' purchase intention. In other words, people with positive attitudes towards local foods had higher purchase intention.

• 디지털융복합연구
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• 제17권5호
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• pp.157-165
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• 2019

관광옴니채널 서비스에 대한 관광객 통합기술수용모형의 구매의도 파악을 본 연구의 목적으로 한다. 연구방법으로서 통합기술수용이론(UTAUT)에 근거하여 관광객의 수용의도와 구매의도간의 관계를 분석한 후 이들 관계에서의 신뢰와 구매성향의 조절효과를 파악하였다. 분석결과로서 1)관광옴니채널에 대한 통합기술 수용의도가 구매의도에 부분적으로 유의(+)한 영향을 주는 것으로 확인되었다. 2)통합기술수용의도와 구매의도간의 관계에 신뢰가 미치는 조절작용은 부분적으로 유의(+)한 것으로 확인되었다. 3)통합기술수용의도와 구매의도간의 관계에 구매성향이 미치는 조절작용은 부분적으로 유의(+)한 것으로 확인되었다. 다양해진 고객의 구매의도 증진을 위해서는 온오프라인을 통합한 옴니채널의 신뢰성을 확보해야 할 것이며, 향후 관광옴니채널 서비스의 구매성향에 관한 심층적 연구가 요구된다.

• International journal of advanced smart convergence
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• 제12권1호
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• pp.157-163
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• 2023

The current research aims to examine the moderating effect of consumers' mindset on their product purchase intention in the multi-promotion offers containing both a bonus pack and a price discount (i.e., BP + PD offers). That is, this research investigateswhether consumers' product purchase intention in the BP + PD offers variesdepending on their mindset (growth mindset vs. fixed mindset). Specifically, it is predicted that consumers with a fixed mindset will have higher product purchase intention in the offers containing the high PD but low extra amount of BP (LBP HPD) than in the offers with a high extra amount of BP but low PD (HBP LPD), whereas consumers with a growth mindset will have higher product purchase intention in the HBP LPD offers than in the LBP HPD offers. An experiment wasconducted to test the prediction. Consistent with the prediction, it was found that participants' mindset moderates their product purchase intention in multi-promotion offers. The findings imply that marketers can evoke more positive consumer purchase intention toward BP and PD offers, considering consumer mindset.

• 한국식생활문화학회지
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• 제35권5호
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• pp.440-449
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• 2020

This study examined the factors influencing the purchase intention of meat substitutes. A survey was conducted on 589 consumers in Korea (297 people) and China (292 people). The perception of meat substitute foods was lower in Korean consumers than in Chinese consumers, but there was no significant difference. The purchase intention of meat substitute foods was lower in Korean consumers than in Chinese consumers (p<0.01). Korean consumers' perception of meat substitute foods was higher in males than in females (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.001). Chinese consumers' perception of meat substitute foods was higher in males than in females. The overall purchase intention of meat substitute foods was significantly higher in males than in females (p<0.05). The perception of meat substitute foods by Korean consumers' was higher in their 40s and 50s than in their 20s and 30s. The purchase intention of meat substitute foods was also high in their 40s and 50s (p<0.01). On the other hand, the perception of meat substitute foods by Chinese consumers' was higher in their 20s and 30s than in their 40s and 50s (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.01). Korean consumers' perception of meat substitute foods had a significant positive effect on the purchase intention of meat substitutes (p<0.001). Chinese consumers' perception of meat substitute foods also had a significant positive effect on the purchase intention of meat substitute foods (p<0.001). Overall, food technology neophobia has a significant negative effect on the purchase intention of meat substitutes (p<0.05).

• 복식문화연구
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• 제26권3호
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• pp.409-426
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• 2018

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.

• 한국의류산업학회지
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• 제11권2호
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• pp.252-261
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• 2009

The purpose of this study was to investigate the influence of female university students' cosmetic purchase motivation on cosmetic attribute evaluation and brand repurchase intention. Questionnaires data of 202 female university students who had purchase experience of cosmetic product in recent 6 months through off-line were analyzed. The results are as follows. First, situational purchase motivation had a positive impact on extrinsic and economic attributes. Second, intrinsic purchase motivation had a positive impact on extrinsic, utilitarian, aesthetic, and economic attributes. Third, hedonic purchase motivation had a positive impact on extrinsic attribute. Fourth, aesthetic attribute had a positive influence on brand repurchase intention and extrinsic attribute had a negative effect on brand repurchase intention. Therefore, when cosmetic companies dealing with female university students' cosmetic product establish marketing strategies, they need to pay attention to aesthetic attribute evaluation and intrinsic purchase motivation to highten their brand loyalty.

• 한국환경과학회지
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• 제27권12호
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• pp.1195-1203
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• 2018

Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.