• Journal of Distribution Science
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• v.13 no.1
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• pp.71-81
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• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• The Research Journal of the Costume Culture
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• v.19 no.3
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• pp.650-660
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• 2011

Purpose of this study is to explore: 1) the difference in color sensibility evaluation, color attractiveness, and attitude toward the product, 2) the difference in the effect of color sensibility evaluation on color attractiveness, and 3) the difference in the effect of color sensibility evaluation on attitude toward the product between the identical clothing product presented in on-line and off-line settings. Experimental method was applied with 230 male and female university students using stimuli of an on-line site as well as an off-line window display presenting the same white t-shirts. Color sensibility factors of white t-shirt were hedonic, stimulating, active, and spatial senses. These color sensibility factors of the clothing product affected product color attractiveness as well as attitude toward the product. Although there were not differences in color sensibility evaluation, product attractiveness, and attitude toward the product between items presented in on-line and off-line settings, difference was found in the effect of color sensibility on the color attractiveness and attitude toward the product. The effect of color sensibility on color attractiveness and attitude toward the product was stronger in on-line than in off-line setting. Hedonic sense was the most important factor influencing attractiveness of product color and attitude toward the product. In addition, spatial sense affected attractiveness of product color in on-line setting; and stimulating sense impacted attitude toward the product in off-line setting. Based on the results implications were generated.

• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.301-314
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• 2016

The purpose of this study was to determine the gender differences in the relationships between knowledge of, attachment with, and attitude toward a parent brand and perceived risk of, attitude toward, and purchase intension of an extended product in the case of brand extension. A total of 300 survey questionnaires were distributed to 150 male and 150 female college students, and 275 responses were used for the final analysis. The results showed that for male college students, knowledge of the parent brand had a positive relationship with brand attachment with the parent brand, which in turn had a positive relationship with brand attitude toward the parent brand. Knowledge of the parent brand had a negative relationship with perceived risk of the extended product, which again had a negative relationship with attitude toward the extended product. In addition, for male college students, knowledge of the parent brand had a positive relationship with attitude toward the extended product, which also had a positive relationship with purchase intension of the extended product. For female college students, brand attachment with the parent brand had a positive relationship with brand attitude toward the parent brand, which also had a positive relationship with attitude toward the extended product. Brand attachment with the parent brand showed a negative relationship with perceived risk of the extended product, which also had a negative relationship with attitude toward the extended product.

• Journal of Information Technology Applications and Management
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• v.19 no.3
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• pp.69-84
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• 2012

A web site focused on a specific product brand so called product-brand web site has become one major marketing tool as such product-brand web site provides chances for customers to experience the detailed information of the specific brand as well as emphatic the image of the brand. The purpose of this research is to examine the influence of the product-brand web site on the formation of attitude toward the product brand. Subjects of this study are users of two web sites of leading sanitary product brands. The result shows that not only emotion, playfulness and convenience perceived from the web site but also existing attitude toward the brand influence the attitude toward the web site. Further, the attitude toward the web site in turn affects attitude toward the image of the brand. The importance of this study is in its conceptualization and empirical verification of the relationship between the product-brand web site and the reputation of a brand.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.272-285
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• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.4
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• pp.183-195
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• 2010

The purpose of this study is to find out the difference of evaluation of product and service quality according to consumers' attitude toward price in internet clothing purchase. This study surveyed 400 male and female consumers in their 20s-30s for empirical analysis in August 2010 who have ever purchased clothing through internet shopping malls. For statistical analysis, descriptive statistics, factor analysis, ANOVA analysis, Duncan test and cluster analysis are carried out using SPSS for Windows 12.0. The results are as follows. First, consumers' attitude toward price dimensions in internet clothing purchase are found 6 factors of sales proneness, price-prestige, price-comparison, low price, utility value and pricequality. Second, based on the attitude toward price dimensions, consumers are categorized into utility value seeking, sales price seeking, multi-dimension price seeking, lack price consciousness, low price seeking group. Third, there are significant differences in product quality and service quality depending on attitude toward price-based consumer types. In particular, sales price seeking and multi-dimension price seeking groups have higher values on product and service quality than other groups. The results of this study will help internet fashion mall businesses to develop price strategy and manage product and service quality.

• Journal of Fashion Business
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• v.16 no.1
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• pp.137-149
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• 2012

The purpose of this study was to identify the factor structure of sociocultural attitude toward Appearance, pursuit of clothing benefits, ambivalent consumption of fashion product and the effects of sociocultural attitude toward appearance and pursuit of clothing benefits on ambivalent consumption of fashion product. Questionnaires were administered to 425 women living in Deagu Metropolitan City and Kyungbook province. The data collected were analyzed by using frequency, factor analysis, multiple regression, ANOVA, and Duncan-test. The findings are as follows. Sociocultural attitude toward appearance was composed of two factors such as internalization, and awareness. Pursuit of clothing benefits was composed of four factors such as individuality oriented, social oriented, fashion leadership oriented, and body oriented. Ambivalent consumption of fashion product was composed of three factors such as style/price ambivalence, place of purchase ambivalence, and brand ambivalence. The effects of sociocultural attitude toward Appearance and pursuit of clothing benefits on each of ambivalent consumption of fashion product variables like style/price ambivalence, place of purchase ambivalence, and brand ambivalence were explained by the factors such as internalization, and awareness, and individuality oriented, social oriented, fashion leadership oriented, and body oriented.

• Journal of Digital Contents Society
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• v.19 no.4
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• pp.649-659
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• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

• Journal of Fashion Business
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• v.15 no.3
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

• Journal of Distribution Science
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• v.17 no.2
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.