• 패션비즈니스
• /
• 제19권6호
• /
• pp.1-13
• /
• 2015

This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness. A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers' impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers' impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.

• 패션비즈니스
• /
• 제25권5호
• /
• pp.149-162
• /
• 2021

Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer's information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) × 2 (message sidedness: two-sided message vs one-sided message) × 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer's information source and the consumer's regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer's attitude towards advertisements.

• 패션비즈니스
• /
• 제14권4호
• /
• pp.1-9
• /
• 2010

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) ${\times}$ 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn't appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

• Journal of Information Technology Applications and Management
• /
• 제23권4호
• /
• pp.101-116
• /
• 2016

In this paper, we suggested a model that reflects the role played by the consumer's regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We conducted a two-month survey of 230 individuals using online shopping sites for hypotheses testing. The study results are summarized as follows. Firstly, promotion focused consumers showed higher trust to a web site compared to prevention focused consumers. Secondly, the moderating effect of purchasing experience between regulatory focus and consumer trust to a web site is statistically significant. The effect of a prevention focused consumers on consumer trust to a web site is stronger when purchasing experience toward online shopping is high compared to low. Based on these findings, this study presents practical and academic implications of the research.

• 지능정보연구
• /
• 제24권4호
• /
• pp.171-196
• /
• 2018

본 연구는 디자인 영역 중 웹 스타일에 대해서 소비자 감성과 만족과의 관계를 연구했다. 기존 웹 스타일 연구들은 웹의 레이아웃과 구조도 등과 색상 등이 감성에 미치는 영향에서 연구했다. 본 연구는 기존 연구들과 차별되게 웹의 구성 요소를 배제하고 소비자의 감성 지표만을 갖고 소비자 만족과의 관계를 분석했다. 분석을 위해 검증을 위해 소비자 204명을 대상으로 40개 웹 스타일 테마를 선정, 각 소비자에게 4개씩 평가하도록 하였다. 소비자에게 평가하도록 한 감성 형용사는 18개의 대비되는 쌍을 갖는 감성 형용사로 구성하였고, 요인 분석을 통해 상위 감성 지표를 추출했다. 각 감성 지표들은 '부드러움', '모던함', '명확함', '꽉 참' 이었으며, 감성지표들이 소비자 만족에 미치는 영향이 다를 것으로 판단하여 가설을 수립했다. 분석 결과에 따라 가설 1과 2, 3은 채택되었으며, 가설 4의 경우는 기각되었다. 가설 4의 경우 기각되었지만 정의 방향이 아닌 부의 방향으로 유의한 것으로 나타났다. 이때, 조절 초점 성향이 감성이라는 정보처리 과정에서 소비자 만족에 미치는 영향이 다를 것으로 판단했다. 조절 초점 성향은 조직 행동 및 의사결정에 영향을 주기도 하며, 정치, 문화, 윤리적 판단 및 행동은 물론 광범위적 심리적 문제와 사고 프로세스, 감정적 반응에도 영향을 미친다. 때문에 각 감성 지표에 대한 조절 초점 간 차이를 확인할 필요성이 있고, 각 감성 지표에 대한 세부 가설을 수립했다. 세부 가설을 검증하기 위해 조절 회귀 분석을 수행했다. 분석 결과 가설 5는 부분적으로 지지됐고, 가설 5.3만 지지되었고, 5.4의 경우 기각되었지만 가설과의 반대 방향으로 지지되었다. '명확함'의 경우 향상 초점이 소비자 만족에 더 큰 영향을 보였고, 예방 초점일수록 '꽉 참'을 더 선호한 것으로 나타났다. 분석 결과를 바탕으로 조절 초점 성향을 향상, 예방, 중간 성향으로 3집단으로 구분, 소비자 감성 기반으로 웹 스타일에 대한 추천을 할 수 있는 알고리즘을 개발했다.

• 한국산학기술학회논문지
• /
• 제16권12호
• /
• pp.8462-8471
• /
• 2015

소비자 만족은 제품이나 서비스의 판매 등의 기업의 성과에 중요한 영향을 미칠 뿐만 아니라 구전을 일으키고 더 나아가서 고객 충성도를 향상시킨다. 기존의 소비자 만족 연구는 기대불일치 이론을 중심으로 소비자의 기대, 지각된 성능, 이에 따른 기대불일치 정도가 만족에 미치는 영향을 확인하고 있다. 본 연구는 소비자의 기대를 해당 제품이나 서비스의 성능이 "어느 정도는 되어야 한다" 는 규범적 기대와 "어느 정도는 될 것이다" 의 예언적 기대로 구분하여 조절초점 이론에서 제안하는 소비자의 성향 (향상초점 vs. 예방초점) 에 따라 어떤 기대불일치가 만족에 더 큰 영향을 미치는지 확인하고 있다. 구체적으로 향상초점 성향이 강한 소비자는 규범적 기대 불일치보다는 예언적 기대 불일치가 만족에 미치는 영향이 더 크고, 예방초점 성향이 강한 소비자는 예언적 기대 불일치보다는 규범적 기대 불일치가 만족에 미치는 영향이 더 크다는 것이 밝혀졌다. 본 연구는 일반적인 기대 (예언적 기대) 뿐만 아니라 규범적 기대의 중요성을 실증적으로 밝힌 점과 기대불일치 하에서 조절초점의 조절 역할을 밝힌 점에서 이론적인 공헌을 가지며, 고객들의 기대 관리 전략을 수립할 수 있는 가이드를 제공한다는 측면에서 실무적인 시사점을 가진다.

• 산경연구논집
• /
• 제10권5호
• /
• pp.49-58
• /
• 2019

Purpose - Consumer behaviors or decision-making process has been changing recently as the consumer environment, including mobile everyday life, has changed. In view of this changing consumer smart environment, this study aims to investigate structural relation about the influence omni-channel propensity and regulatory focus on consideration set formation. Research design, data, and methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for university students with experience in purchasing in less than three months. With reference to previous studies, operational definition was made for the questionnaire design. From 2018 Nov. to 2019 Feb. Survey was conducted on the panel consumers who purchase item within that period. 315 collected survey data were used to verify hypotheses except the data that had incorrect values. This data were used for SPSS/AMOS for confirm hypothesis which developed by researcher. Results - The results of this study are as follows. First, Consumers were considering a more heterogeneous alternatives if they were more omni-channel propensity in the process of forming consideration set. Second, Consumers were more conscious of the price if they were more omni-channel propensity Third, Consumers were considering a more newness alternatives if they were more omni-channel propensity in the process of forming consideration set. Meanwhile, The results of the study on regulatory focus and consideration set relationships are as follows. Consumers were considering a more heterogeneous alternatives if they were more promotion focus tendency in the process of forming consideration set. Second, Prevention focus tendency were more conscious of the price in the process of considering alternatives. Third, Consumers were considering a more newness alternatives if they were more promotion focus tendency. Conclusions - Depending on the changing consumer environment, the omni-channel propensity was shown to influence the formation of the consideration set. Also, Regulatory focus of consumers significantly influence to formation of consideration set. this study also contributes to the development of the theory as well as the practical approach with understanding consumer decision process on smart(mobile) environment.

• 마케팅과학연구
• /
• 제20권1호
• /
• pp.89-97
• /
• 2010

本文研究共同特性对于无选择权的影响, 并涉及到了调节焦点理论. 本文主要着眼于这三个因子以及他们之间的关系. 之前的研究已经广泛涉及到这三个方面. 第一, 共同特性影响已经被广为研究. Tversky (1972) 开创了这个理论, EBA 模型: 通过消除方面. 根据这个理论, 消费者在比较的过程中更易于注意特殊的特性, 而忽略共同特性. 最近, 更多的研究开始针对于此模型对于消费者行为的影响. Chernev (1997) 认为增加共同特性可以减少选择距离. 但是, 随后Chernev (2001) 的研究指出共同特性可能是消费者认知上的负担, 所以他们更喜欢启发式的过程而不是系统式的过程. 这些研究提出了一系列问题: 共同特性是否影响顾客选择? 如果是的话, 这些影响是什么样子的? 第二, 一些研究指出没有选择的状况是消费者最好的选择, 他们在犹豫不决时用这种方法回避选择. 其他关于这一理论的研究是时间的压力, 消费者自信, 以及可供选择的数量. 第三, 调节聚焦理论在目前非常流行. 消费者有两个焦点目标: 促进和制止. 促进聚焦主要和希望, 野心, 成功, 获得等有关; 而制止聚焦和责任, 职责, 安全, 规避等有关. 调节聚焦理论预测了顾客的感情, 创造, 态度, 记忆, 表现, 和判断. 而这些都是市场营销研究的领域这些文献为本文的研究提供了一些理论支持. 特别是增加共同特征而不是忽略他们可以增加选择过程中克制消费者的没有选择状况的比重, 其对于促进消费者的作用确实相反的. 本文通过两个试验进行验证. 第一个是2 X 2 组间的设计(共同特性X调节聚焦), 数码相机作为相关的客体. 特别的是, 调节聚焦变量是从11个问题中取得的. 共同特性包括焦距, 重量, 记忆卡, 电池, 而像素和价格作为独特特性. 结果证明了我们的假设, 那就是增加共同特性增加了克制消费者的无选择比重, 而对促进消费者没有作用. 第二个试验被用来复制第一个实验的结果. 这个实验和之前的基本相同, 只有两个方面不同—主要控制和研究客体. 在促进的前提下, 研究对象必须一些词例如: 利润, 野心, 高兴, 成功, 发展等. 在克制的前提下, 他们必学写下坚持, 安全, 保护, 规避, 损失, 责任等词. 实验证明我们假设是成立的. 本研究说明了共同特性对于顾客选择的二重效果. 增加共同特性可以提高或者降低无选择状况. 本文对于理论研究和实践上都有着贡献. 对于市场营销人员来说, 他们可能需要根据顾客的划分来考虑产品的共同特性. 理论上, 研究结果支持共同特性和无选择状况的调节变量. 最后, 本文也有一些不足, 例如过于强调态度的重要性等. 我们希望本文能够为未来的研究做出抛砖引玉的作用.

• Asia Marketing Journal
• /
• 제21권1호
• /
• pp.89-112
• /
• 2019

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). While a consumer with a high level of group identification changes her locus of self-regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.

• International Journal of Human Ecology
• /
• 제13권1호
• /
• pp.171-181
• /
• 2012

The effect of nutritional information on healthier menu choices have been reflected in previous research and nutrition policy efforts. This study further examines the relationship between healthy menu choices and three consumer characteristics - Future Orientation, Regulatory Focus, and Need for Cognition. A $3{\times}3$ experimental design was used with varying food types (burger sandwiches, sub sandwiches, and salad dressing) and the degree of nutritional information (no information, total calories only, and full nutrition information). It was found that having more nutritional information, and individuals with Future Orientation and Promotion Focus were associated with the choice of healthier menus. More specifically, those with high Consideration of Future Consequences and with Promotion Orientation switched their choices to the healthier ones with the provision of nutritional information.