• 유통과학연구
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• 제17권11호
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• pp.63-72
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• 2019

Purpose: Black Friday is a globally used as a promotion event. A lot of South Korean retailers also have used it as their promotion concepts. But South Korean Consumers' response to Black Friday has never been investigated academically. This study examined Black Friday shopping of South Korean consumers, including experiences, perceptions, motives and shopping mechanism. Research design, data and methodology: To verify the purposes of this research, a survey was conducted with 462 participants. This study analyzed descriptive features of experiences, perceptions and motives and developed and tested the model of shopping mechanism. Results: South Korean consumers perceive Black Friday as one of the credible marketing tactics offering a big price discount. They have generally positive perceptions and shopping experiences toward Black Friday. The key motive of Black Friday shopping is for saving cost. In addition, for South Korean consumers, perceived deal value, perceived innovativeness, saving cost motive and fun motive are important antecedents of shopping on Black Friday, and attitude toward Black Friday plays a mediating role between antecedents and shopping behavior. Conclusions: The findings of this study provide practical and theoretical insight to understand the impact of Black Friday in South Korea.

• 한국의류산업학회지
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• 제23권4호
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• pp.448-457
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• 2021

This study aimed to identify messages that induce positive product attitudes and purchase intentions among luxury consumers in online luxury sales. Message types elicited from luxury products were classified as quantity-limited, time-limited, sustainability, and personalization. A total of 150 participants were recruited through a Google survey, and all respondents were randomly assigned to respond to one of five stimuli (quantity-limited, time-limited, sustainability, personalization, and control). Participants were informed that they would be engaging in luxury online shopping and read a description about it. Results showed that message attitude, product attitude, and purchase intention were positively formed with the quantity-limited and personalization message types. Furthermore, we discovered the underlying mechanism for quantity-limited and personalization messages increasing favorable message attitudes and it affected the product attitude. Finally, it increased the purchase intention of the product. By confirming purchase intentions according to message types for luxury brands, we have expanded the scope of advertising research to include online luxury sales platforms. Since luxury online shopping is inevitable, this study suggests that the effective use of message types such as quantitylimited and personalization would improve online sales.

• 한국의류학회지
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• 제28권1호
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• pp.76-87
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• 2004

The purpose of this study was to investigate the differences in adolescents' conspicuous consumption, and their attitude toward and purchasing behaviors for the imported luxuries and the famous brand clothing. A questionnaire survey was conducted to 570 high school students in Seoul; 538 were used for final data analysis. Factor analysis, cluster analysis, $\chi$$^2$-analysis, one-way ANOVA, Duncan's Multiple Range test were used for the statistical analyses. In terms of conspicuous consumption, three factors were formulated: brand and fashion orientation, others orientations, and prize and import orientation. Based on the factor scores, three clusters were identified: the inconspicuous, the others-oriented conspicuous, and the brand-oriented conspicuous. Regarding attitudes toward the products, significant differences were found in all attitudes. The brand-oriented conspicuous showed more favorable attitude toward the products than the other groups. Significant differences were also found in purchasing behaviors except the companions for shopping and purchase time. The brand-oriented conspicuous tended to purchase more, spend more money, prefer department stores, consider brand name and customer service as the most important criteria, and use impersonal informations sources when shopping the products. The other-oriented conspicuous tended to buy bogus products the most, use personal information and consider price and others' perception as important criteria. The inconspicuous were less likely to buy and spend money for the products.

• 마케팅과학연구
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• 제18권2호
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• pp.19-45
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• 2008

본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.

• 유통과학연구
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• 제22권5호
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• pp.93-104
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• 2024

Purpose: This study used the SORmodel (or cue utilization theory) to examine the impact of expanded quality factorsincluding product quality on customer satisfaction, attitude, and behavioral loyalty. This study examined the moderating effect of gender on the customer satisfaction-attitudinal and behavioral loyalty relationship. Research design, data, and methodology: 364 respondents were collected through an online survey and analyzed using the SmartPLS 4.0 program. Results: The findings show that product quality, along with system quality and service quality, are key determinants of customer satisfaction. In addition, this study shows that the relationship between customer satisfaction and attitudinal loyalty (repurchase and word-of-mouth intention) does not differ depending on gender, but the relationship between customer satisfaction and behavioral loyalty (share-of-visit and share-of-wallet) is stronger for women than for men. Conclusions: This research integrates concepts from environmental psychology and marketing focusing on website quality (information, system, service, and product), as well as satisfaction, attitudinal and behavioral loyalty. Online shopping mall practitioners must systematically analyze and assess the quality of online shopping, a pivotal factor driving customer satisfaction, attitude, and behavioral loyalty. Acknowledging the influence of gender on consumers' online purchasing behavior can aid online retailers in devising tailored e-commerce marketing strategies aimed at attracting and retaining customers.

• Journal of Information Technology Applications and Management
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• 제11권1호
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• pp.137-159
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• 2004

In the past days, most of studies about website and Online behavior have been mainly focused on the adoption of website and internet shopping or internet shopping mall. But the model of website revisit behavior has not been made and the leading theory of website usage behavior has not been existed. Lately, many researches on commercial website revisiting behavior are emphasizing the role of intention, attitude, satisfaction in online visiting behavior such as Jarvenpaa et al. [1997, 1999, 2000], Wang et al. [2001], Moon & Kim [2001], Heijden[2003], Sultan et al. [2002], Yoon [2000], Shankar et al. [2002a, 2002b], Mcknight et al. [2002], Chen & Dhillon [2003] and so on. The purpose of this paper is two-folds. The one is to find the affecting factors on the website users' revisit behavior in commercial website and the other is to search more influencing ones on the determinant factors, to analyze research model using in LISREL. The EFA and reliability test was executed by for finding the validity and reliability, covariance matrix analysis was executed for the purpose of testing the 13 hypotheses. The major finding of this paper would be summarized as followed : (1) The roles of satisfaction and attitude to the revisit behavior are very important and both variables have determining effects in commercial website revisit behavior. (2) The determining factors in positively affecting website users' satisfaction are attitude, perceived usefulness, design. (3) The determining factors in positively affecting website users' attitude are perceived usefulness, design, perceived ease of use, and negatively affecting factor was perceived risk in website.

• Asia Marketing Journal
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• 제12권4호
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• pp.137-164
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• 2011

본 연구는 경험가치척도(EVS; Experiential Value Scale)를 바탕으로 측정된 쇼핑가치차원이 쇼핑점포에 대한 소비자 반응에 미치는 효과를 분석하는데 그 목적이 있다. 또한 각 쇼핑가치차원이 쇼핑점포에 대한 소비자반응에 미치는 상대적 효과가 백화점과 할인점에 따라 다르게 나타나는지도 분석했다. 실증분석결과 점포에서 제공하는 실용적 쇼핑가치와 쾌락적 쇼핑가치는 점포에 대한 호의적 태도와 점포에 대한 감정적 반응에 긍정적인 영향을 미치는 것으로 나타났다. 구체적으로 실용적 쇼핑가치의 하위차원인 서비스우수성, 효율성, 경제적 가치가 증가할수록, 소비자들의 점포에 대한 호의적 태도가 증가하는 것으로 나타났다. 그리고 쾌락적 쇼핑가치의 하위차원인 시각적 매력, 오락적 가치, 일상탈출, 내재적 즐거움이 높은 것으로 지각할수록, 쇼핑과정에서 소비자들의 긍정적인 감정이 증가하는 것으로 나타났다. 또한 쾌락적 쇼핑가치는 소비자들이 점포에 대한 호의적 태도를 형성하는데 있어서 직접적 영향이 아닌 점포에 대한 소비자들의 감정적 반응을 통해 간접적으로 영향을 미치는 것으로 나타났으며, 점포에 대한 호의적 태도와 점포에 대한 긍정적 감정형성은 점포충성도에 긍정적인 영향을 미치는 것으로 나타났다. 흥미롭게도 쾌락적 쇼핑가치가 점포에 대한 긍정적 감정반응에 미치는 영향은 백화점보다 할인점에서 높게 나타났다.

• 한국의류산업학회지
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• 제9권2호
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• pp.221-228
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• 2007

The purpose of this study was to investigate PPL(product placement) effect of apparel sponsorship in TV drama to adolescent female students. PPL effect was investigated in terms of brand recall, brand attitude, and purchase intention. The data were collected using a self-administered and structured questionnaire. Respondents were consisted of 270 middle school girls and 260 high school girls in Pusan. Cronbach's alpha, T-Test, frequency, and ANOVA test were used to conduct the data analysis on 524 out of 530 questionnaires. The result showed no difference in PPL effect between middle school students and high school students. Students shopping with friends or relatives showed higher brand attitude or purchase intention than ones shopping alone. The students watching 1-2 hours showed significantly higher brand recall, cognitive brand attitude, emotional brand attitude and purchase intention than other students watching TV drama longer. Implications for results and marketing strategies for PPL targeting adolescent students were discussed.

• Asia pacific journal of information systems
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• 제13권3호
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• pp.131-149
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• 2003

This paper examines internet shopping mall user's customer satisfaction and their consequent attitude and customer loyalty behaviors. For this purpose, internet shopping mall user's customer satisfaction is proposed to affect trust, and commitment, and consequently to influence customer loyalty behaviors. This study, which used data from customers of internet shopping malls, showed satisfactory data-fit of the proposed model and supported five of the six research hypotheses. The empirical results indicated that customer satisfaction take significant effect on trust, and commitment, and the trust and commitment in turn have strong influence on customer's loyalty behaviors. It was confirmed that both trust and commitment variables are effective mediators linking internet shopping mall user's customer satisfaction and their loyalty behaviors.

• 한국의류산업학회지
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• 제17권3호
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• pp.392-404
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• 2015

This study investigated how the image exaggeration influence consumer attitude toward product in mobile shopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirror effect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the image exaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicity between exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between two variables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on product attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity, conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was significant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggeration had no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of the exaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and product attitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significant moderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, image exaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positive effect on product attitude. This result indicated that the positive exaggeration effects existed when images were aesthetically appealing.