• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.140-148
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• 2022

This study focuses on the finding out the structural effect of consumers' cognitive age affecting consumer innovativeness due to the mediating effect of perceived easy of use of mobile and perceived usefulness of mobile. For this study, a self report survey is conducted through a structured questionnaire, and a parallel double-mediated effect analysis is performed using the process macro of SPSS for the analysis. In the study results, it is found that the cognitive age of consumers directly have a statistically significant negative effect on consumer innovativeness. In addition, in the analysis to verify the mediating effect of perceived easy of use of mobile and perceived usefulness of mobile, it is shown that perceived usefulness of mobile has a positive and significant effect on consumer innovativeness. Through this, The contribution of this study can be attributed to the fact that it analyzed the structural relationship between the perceived ease of use of mobile and the perceived usefulness of mobile in the process of consumers' cognitive age affecting consumer innovativeness.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.277-294
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• 2023

As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were analyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experiential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and increased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, consumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertainment experiences.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.1157-1176
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• 2023

This study aims to verify the psychological evaluation that consumers undergo when accepting virtual fitting services while shopping online. The Theory of Interactive Media Effects (TIME) was applied to determine the impact of the perceived affordance of media on consumer response through immersion. An online survey was conducted targeting female consumers in their 20s and 30s, and 271 responses were collected and used for empirical analysis. The results of the analysis showed that interactivity and immediacy had a positive effect on telepresence. Telepresence, in turn, affected perceived usefulness and enjoyment, which then significantly affected purchase intention. In addition, some paths confirmed the moderating effect of consumer innovativeness. In consumers with high innovativeness, interactivity was found to have a greater influence on telepresence and perceived usefulness had a more significant influence on purchase intention than in consumers with low innovativeness. Conversely, in consumers with low innovativeness, perceived enjoyment was found to have a greater influence on purchase intention than in consumers with high innovativeness. The significance of this study is that it expands research on customer perception of virtual fitting services within online shopping platforms.

• Journal of the Korean Home Economics Association
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• v.34 no.5
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• pp.223-234
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• 1996

This paper intends to examine the relationship between the consumer's enduring involvement toward clothing product, fashion innovativeness, and fashion opinion leadership. Specific purposes of the study are: 1) to identify dimensions of the enduring involvement toward clothing based on the theoretical framework; 2) to find out the effects of clothing involvement on fashion innovativeness and fashion innovativeness,m fashion opinion leadership, and demographic variables. The Likert Type questionnaires were used to measure clothing involvement, fashion innovativeness, and fashion opinion leadership. Samples of 389 women(college students, career women, housewives) living in Taegu area were analyzed by factor analysis, Pearson's correlations, t-test, and multiple regression analysis. Main results of the study are as follows: 1) Concept of the enduring involvement toward clothing is composed of five dimensions: fashion, importance, pleasure, self-expression, and perceived buying risk. 2) The clothing involvement is found to have significant influences on fashion innovativeness and fashion opinion leadership. 3) The relationships between the clothing involvement, age, educational level, and marital status are found to be statistically significant.

• Journal of the Korea Society of Computer and Information
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• v.21 no.9
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• pp.113-119
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• 2016

In this paper, a research model is proved empirically which includes factors related on the purchase intention of smart car as high innovative product in advance of commercialization. As one of relating to consumer's expectation benefit factors, individual attribute factor includes product knowledge, individual innovativeness, and sociality. Consumer's expectation benefit factor includes perceived ease-of-use, usefulness, and enjoyment. As of switching cost variables, there are financial, uncertainty, relational and psychological switching costs factors. Analysis were performed using data from the 257 respondents as random sampling among potential consumers. Purchase intention were affected by individual innovativeness mediated by perceived enjoyment, and individual sociality by perceived ease-of-use and enjoyment also. Relational switching costs factor was only a significant control variable between purchase intention with consumer's expectation benefit factor. This result presents some implications for making the new smart car's detail concept and marketing strategy related to targeting the consumer as high innovative product and technology firms including smart car makers.

• The Research Journal of the Costume Culture
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• v.30 no.1
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• pp.121-144
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• 2022

This study analyzed the effects of fashion creators' innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators' real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers' emotional and cognitive responses. Emotional and cognitive responses positively affected consumers' sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

• Smart Media Journal
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• v.7 no.3
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• pp.35-42
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• 2018

This study was conducted to propose a marketing solution for overseas online direct purchase market customer's relatively low satisfactory level in services provided, compared to that in domestic market. From the investigation, we have obtained the following results. First, relationships between regret level, regret effort, and repetition intention support that attitudes toward purchasing may be different when the regret is settled. Second, consumer's innovativeness is very important as a leading variable for regret. Third, unlike consumer regret previously known to lead dissatisfaction and negative behavior, regret also can cause repetitive purchasing through different regretting processes.

• The Research Journal of the Costume Culture
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• v.31 no.5
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• pp.651-668
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• 2023

This study aims to help companies with efficient investment and marketing strategies by empirically verifying the impact on satisfaction and purchase intention for artificial intelligence-based digital technology supported shopping assistants introduced in e-commerce. Frequency, factor, SEM, and multiple group analysises were conducted using SPSS 26.0 and Amos 26.0. As a result, first, motivated consumer innovativeness elements of AI shopping assistant were derived into a total of four categories: functional, hedonic, rational, and reliable. Second, in the order of hedonic and rational, satisfaction with the AI shopping assistant was significantly affected, and in the order of rational and functional, purchase intention was significantly affected. The satisfaction with the AI shopping assistant did not affect the purchase intention. Third, in the case of hedonic, the AI-preferred group had a more significant effect on satisfaction than the human-preferred group, and in the case of rational, there was no difference by group in purchase intention. Thus, it was found that consumers prefer AI shopping helpers for e-commerce because they can shop reasonably and are functionally convenient. Therefore, when introducing AI shopping assistants, it is essential to include content that can compare and analyze fundamental information, such as product prices, as well as search functions and payment system compatibility that facilitate shopping.

• Knowledge Management Research
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• v.24 no.2
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• pp.117-135
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• 2023

With the spread of COVID-19 and the preference for untact services, kiosks, which is one of self-service technologies, have been expanding into various service fields. Kiosks have some advantages of reducing labor costs and increasing work efficiency, but they often cause difficulties in the process of using kiosks. In this vein, this study examines the key antecedents affecting consumer's continuance intention toward kiosks by integrating technology anxiety and innovativeness into the expanded expectation-confirmation model. The research model was verified for the MZ generation to examine the perceptions of MZ generation about Kiosks. This is because if the MZ generation feels technical anxiety or difficualty about using kiosks, customers of other generations can expect to feel even more uncomfortable. As a result of the analysis of this study, it was confirmed that technical anxiety has a significantly negative effect on consumer's continuance intention toward kiosks. However, among the characteristic factors of customers, innovativeness did not significantly consumer's continuance intention toward kiosks. Based on our findings, it is expected that service companies will be able to understand the mechanism of forming consumer's continuance intention toward kiosks and pursuit several management activities for successfully adopting kiosks.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.10
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• pp.1622-1632
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• 2009

This study investigates the influence of the innovativeness of consumers on extended products in brand extensions. 300 surveys were distributed and 283 were used in the final analysis. The results of this study show that consumers evaluate similar product category (i.e., sportswear) better than a dissimilar category (i.e., cosmetics) in brand extension. In addition, innovative consumers evaluated extended product better regardless of similarity with the original brand. The results showed that consumers with higher level of innovativeness were less likely to evaluate differently between a similar product and dissimilar product categories in apparel brand extension.