• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.3
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• pp.464-476
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• 2021

This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.

• Korean Journal of Organic Agriculture
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• v.28 no.2
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• pp.155-170
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• 2020

The objective of this study is to analyze factors affecting purchase intention and conduct price sensitivity analysis of Korean Shine-muscat for Chinese consumers. Logit model has been set up to find purchase intention with survey data which was conducted in Beijing China. The results show that the high-income, unmarried consumers are more sensitive to the price of Korean Shine-muscat than low-income, married consumers, but have higher purchase intention. Also, consumers who perceive Korea positively and those who prefer Korean dramas are more sensitive to the price but have higher purchase intention. Consumers with a high monthly purchase frequency of Shine-muscat have higher purchase intention of Korean Shine-muscat, but are more sensitive to the price. The results of this study can be utilized as basic information for promoting the export of Korean Shine- muscat to China.

• Human Ecology Research
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• v.60 no.4
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• Journal of Families and Better Life
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• v.30 no.4
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• pp.105-117
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• 2012

This study examined Chinese students' satisfaction level regarding their Korean Internet shopping mall experiences and the measured factors were pre-purchase, purchase, delivery, A/S and security, additionally, evaluate the level of repurchase intention on Chinese students living in South Korea. To accomplish these goals, an online questionnaire survey was conducted between October 1 and 10, 2011. A total of 365 questionnaires were used for the final analysis. The analysis process involved many statistical methods such as frequency, correlation and regression. The results indicate the following finding: First, Chinese students normally visited and purchased from popular Internet shopping malls and the items that they purchased the most frequently were clothing and shoes, makeup, computer and electronics. Second, the Chinese students' satisfaction level regarding their Internet shopping mall experiences was not high. They were especially worried about security matters regarding their personal or financial information. Third, their satisfaction level with the delivery process has the largest influence on their repurchase intention. Also, their gender, the length of time they had lived in Korea, the length of time they spent on Korean Internet shopping mall websites, the amount of frequency of online shopping in Korea, and their satisfaction with their purchase, the delivery process, the A/S process and security affected their repurchase intention in different degrees. The conclusion provides valuable information for devising a strategic direction for improving the foreigners' satisfaction level regarding and repurchase intention on Korean Internet shopping malls.

• Human Ecology Research
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• v.55 no.2
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• pp.153-166
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• 2017

This study examined the effects of the cognitive and affective country image of Korea on product evaluation and purchase intention for Korean products. The research model was developed from relevant literature based on the halo effect model and data was collected using a self-administered online survey of 772 Southeast Asian consumers from Vietnam, Indonesia, and Malaysia. The major findings are as follows. First, analysis of variance revealed that Vietnam consumers have a significantly positive perception compared to Indonesia and Malaysia, regarding the affective country image and purchase intention towards Korean products. Second, results from structural equation model showed that the affective country image has significantly positive effects on product evaluation and purchase intention, which means the affective country image is directly and indirectly connected to purchase intention towards Korean products. However, cognitive country image only has an indirect effect on purchase intention. Third, the results of comparing path coefficient among three countries showed that the direct effect is more effective for consumers in Indonesia and Malaysia, whereas indirect effect has a stronger effect on consumers in Vietnam. Academically, this study contributes to an expansion of understanding the effects of country image by empirically proving the different roles of cognitive and affective dimensions for country image. This study provides practical implications for developing marketing communication strategies for businesses that hope to penetrate Southeast Asian countries.

• The Journal of Bigdata
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• v.8 no.2
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• pp.109-123
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• 2023

This study investigates the impact of perceived risk, perceived deception, and negative emotional factors on consumer distrust, dissatisfaction, and boycott intentions towards both YouTubers and products that fail to adequately disclose paid advertisements, commonly referred to as "hidden advertisement." Conducted through an online survey, 306 YouTube viewers from South Korea participated in the study. The findings reveal several key insights. Firstly, perceived deception, perceived risk, and negative emotional factors are identified as contributors to increased consumer distrust and dissatisfaction. Secondly, both consumer distrust and dissatisfaction exhibit positive correlations with boycott intentions towards YouTubers and products. This research seeks to unravel the intricacies of online consumer boycott intentions and aims to elucidate the underlying reasons behind such actions. It is noteworthy that in this context, the ramifications of boycotts extend beyond influencers or YouTubers alone, impacting consumer distrust and dissatisfaction, thereby influencing boycott intentions towards the associated products and exerting a lasting impact on a company's branding efforts.

• Journal of Korean Society for Quality Management
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• v.47 no.4
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• pp.755-765
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• 2019

Purpose: Chatbots are widely diffusing across various industries to substitute human manpower in the industry. However as researchers only develop technology that is applied to chatbot, the diffusion is slow in progress. The purpose of this study is to propose useful implications to accelerate diffusion of chatbots across industries by analyzing the perception of customers. To achieve the research purpose this study analyzes causal effect relationship between characteristics of chatbot character, service quality, individual difference, and intention to use chatbot. Methods: This study developed a survey that contains various questionnaires for each construct based on literature review. Data collected through survey was tested for convergent validity and discriminant validity and further analyzed the relationship using PLS-SEM method to verify hypotheses. Results: Trustworthiness of the chatbot character, ease of use, application design, responsiveness, customization, assurance, inertia, and previous experience have significant influence on forming user satisfaction, consumer trust, and intention to use. The others, likability, appropriateness, technology anxiety, and need for interaction were not significant in this research. Conclusion: Although the constructs of the research model was significant in previous literatures, some do not have significant effect on intention to use chatbots. Based on the results, chatbot managers will be able to develop chatbot systems which are more appealing to users and more academic researchers will focus on analyzing user perception and intention.

• Journal of Korean society of Dental Hygiene
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• v.11 no.4
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• pp.571-580
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• 2011

Objectives : This study focused on examine the relevance between behavioral changes of customers and re-use intention on medical institution after experiencing infection control through external stimuli. Methods : This research was based on self-standing survey conducted from August to November 2010, 214 people who randomly selected from five dental clinics located in Busan were analyzed as the final group. Collected data were performed using SPSS 12.0 for Window. Results : 1. 82.8% of those surveyed who experienced external stimulation have changed their behavior on hospital environments and facilities, and 80.5% of them answered the stimuli influenced their re-use intention on medical institution. 2. There were no significant differences between participants by general characteristics on 'The reason why medical team wear sanitary appliances'. In age group 30~39, 85.4% of participants chose the answer so the difference were statistically significant(p<.001). Result by household income showed significant difference in group over $1,000 to $2,000 as 82.7% response(p<.05). 3. 94.4% of participants chose 'Required' for both surgical suits and gloves in research of 'The necessity level of personal sanitary appliances' which medical teams wear for treatment and 79.4% agreed that medical teams need to change their medical gloves whenever treating each patients. 4. The survey revealed that the most important appliance in patient's awareness were surgical gloves and protective goggles has chosen as the least important one. Conclusions : Patients as medical consumer were highly noticed of importance of the infection control in dental clinic and necessity of personal sanitary appliances. The patients who has accessed dental infection control information by external stimuli in advance showed objectival changes of their visit and behavioral changes with bringing medical environments together. This aspects influenced those patient's re-use intention in conclusion.

• International Commerce and Information Review
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• v.14 no.2
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• pp.497-521
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• 2012

This paper is to conduct comparative analysis of the impact of overall logistics service quality and its different influence across countries in internet shopping mall context. After reviewing the different approaches given by the literature, SEM analysis was used to testify the hypotheses. A questionnaire based on personal survey was conducted from internet shopping mall users in Korea, China, Japan. This paper collected data from 786 respondents in the countries. Structural equation modeling was also applied to these data to test relationships among the variables in the study. The empirical results of this study are summarized as follows. First, overall logistics service quality of internet shopping mall has a positive direct effect on the consumer assurance as well as consumer satisfaction. Second, consumer assurance and consumer satisfaction have mediated effects between overall logistics service quality and post-purchasing behaviors intention. Third, its effect size of the '$GLSQ{\rightarrow}$ consumer assurance' and the '$GLSQ{\rightarrow}$ consumer satisfaction' links are the same in each country. However, that of the consumer assurance and the consumer satisfaction for the organizational performance are different for each country.

• International Journal of Advanced Culture Technology
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• v.10 no.4
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• pp.190-197
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• 2022

The purpose of this study is to investigate the effect of consumer's authenticity perception on brand repurchase intention and word-of-mouth intention through customer satisfaction and brand attachment. For this purpose, a structural equation model was established based on previous studies and an empirical study was conducted. The survey was conducted offline and online, and samples were collected using a convenient sampling method. A total of 267 questionnaires were sampled, and 255 questionnaires were used as final valid samples, except for 12 questionnaires with errors. For the final data, SPSS Win ver. 23.0 and AMOS 20.0 statistical programs were used to analyze the personal characteristics of the subjects, verify the research model, and confirm the reliability and validity of the measurement model and the suitability of the research model.As a result, all six hypotheses were adopted, and the correlation between each factor was observed in the research model.