• 유통과학연구
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• 제22권6호
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• pp.95-106
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• 2024

Purpose: This study investigates the complex dynamics of consumer behavior in Vietnamese banking omnichannel environments, focusing on the roles of service consistency, service transparency, flow, perceived privacy risk, and loyalty intention. Research design, data and methodology: Using a sample of 422 Vietnamese bank customers, data analysis revealed significant relationships among the variables under investigation. Results: Firstly, service consistency was found to positively influence flow experiences and negatively impact perceived privacy risk, highlighting the importance of uniform service quality across channels in enhancing consumer engagement while mitigating privacy concerns. Similarly, service transparency was positively associated with flow experiences and negatively associated with perceived privacy risk, underscoring the importance of transparent information dissemination in fostering immersive consumer experiences while alleviating privacy apprehensions. Furthermore, both flow experiences and perceived privacy risk significantly influenced loyalty intentions, indicating the pivotal roles of engaging experiences and data security in driving consumer loyalty. Additionally, mediated relationships were observed, demonstrating the interplay between service consistency, service transparency, flow, perceived privacy risk, and loyalty intention in shaping consumer behavior in omnichannel contexts. Conclusions: These findings provide valuable insights for retailers and marketers seeking to optimize consumer experiences and cultivate loyalty in omnichannel environments by prioritizing consistency, transparency, and data privacy protection.

• 한국콘텐츠학회논문지
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• 제11권8호
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• pp.187-197
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• 2011

연구는 기존 연구들이 단일한 개념으로 인식하고 있던 혁신성향 개념을 인지적 혁신성향과 감각적 혁신성향으로 구분하고 두 유형의 혁신 성향의 정도에 따라 신제품에 대한 소비자의 지각된 위험의 민감성이 다름을 보였다. 이러한 지각된 위험의 유형과 수준의 차이는 각각의 혁신 성향이 소비자의 신제품 구매의도에 있어 서로 다른 영향력이 있음을 보여 줌으로써 혁신성향이 소비자의 신제품 구매의도에 미치는 경로가 이중경로임을 제시하였다. 217명을 대상으로 회귀분석과 공변량 구조 분석을 통하여 실증 분석을 수행한 결과 감각적 혁신성향 보다 인지적 혁신성향이 높을수록 사회적 위험보다 기능적 위험을 더 많이 지각하는 반면 감각적 혁신성향이 높을수록 기능적 위험보다는 사회적 위험을 더 지각하는 것으로 나타났다. 즉, 신제품 구매에 따른 기능적 위험 지각과 사회적 위험 지각이 소비자의 혁신성향의 유형에 따라 다르게 나타남을 제시하였다. 기존 연구에서는 소비자의 혁신성향 개념을 하나의 구성 개념으로 파악하여 신제품 구매의도에 대한 영향 관계를 파악하였으나 본 연구는 감각적 혁신성향과 인지적 혁신성향으로 소비자의 혁신성향을 구분하고 신제품 구매의도와의 관계를 파악하였으며 각각의 혁신성향이 신제품에 대해 인지하는 지각 위험의 경로를 달리함을 밝혔다.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.1063-1070
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• 2021

The study aims to investigate the role of consumer's social risk perceptions in retailing private label brands. Since private label brands are exclusively available at retail stores, consumers make their purchase decisions regarding them based on the image of that retail outlet. While buying them, risk perceptions are influenced by the retail store's image. The study identifies various retail store dimensions. For this purpose, primary data was collected using a survey questionnaire that was administered to a representative sample of retail store consumers in Riyadh. The data was analyzed and exploratory factor analysis was applied using SPSS 25 version to extract store image dimensions. The results showed six significant dimensions of retail store image namely 'Sales Staff', 'Promotion', 'Store Environment', 'Store Services', 'Product Assortment', and 'Customer Convenience'. Regression Analysis was performed and the effect of these retail store image dimensions was tested on social risk perceptions of consumers. Results indicate that store image dimensions significantly influence consumer's perceived social risk perceptions. However, the relationship is not consistent across all the six identified store image dimensions. The study brings forth several valuable consumer insights and the findings of the study have some very interesting and practical implications for retailers.

• 유통과학연구
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• 제21권11호
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• pp.67-75
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• 2023

Purpose: The study is focused on understanding consumer behaviour related to credit card use in retail payment or identifying factors that influence risk perception. Research design, data and methodology: Based on data collecting from structured self-administered questionnaires of 247 Vietnamese bank account payers, this study uses the Cronbach alpha analysis, the factor analyses, the structural equation modeling to assess the research's measurement model and structural model with the presence of knowledge, propensity to trust, self-efficacy, risk perception, intended use and their complex, intertwined relationships. Results: The results reveal that customer's perceived risk, which is affected by their self-efficacy and propensity to trust, negatively impact on their intended use of credit cards in retail payment. However, there is no evidence of the significant influence of consumer knowledge on how they assess potential losses of credit card. Conclusions: These findings provide a better understanding of consumer risk perception, its antecedents and consequence in a direction of credit card adoption. Bank managers or marketers should focus on increasing the information about credit cards and issues related to credit card use in retail payment, promoting mechanisms to encourage customers to participate in the credit card experience.

• 한국의류학회지
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• 제39권5호
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• pp.714-727
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• 2015

This study investigated consumers' clothing expense, consumer innovativeness and perceived risk to the channel type they frequently purchase fashion products and compared the relationship between the variables. A survey of male and female college students was conducted and 367 responses were analyzed using descriptive statistics, chi-square analysis, two-way ANOVA, factor analysis, reliability analysis, and correlations. Female consumer clothing expenses were high compared to male consumers, and clothing expenses of consumers using department stores and independent banded stores were high compared to those using internet shopping malls. The sub-dimensions of consumer innovativeness were determined as adventure-oriented, unique-oriented, and change-oriented, and female consumers have characteristics more unique-oriented and change-oriented. In the case of female respondents, unique-oriented innovativeness was highest for department store customers, while the male customer of non-branded stores showed the highest unique-oriented innovativeness. Perceived risk indicated the highest score from the customers of internet shopping mall. Department stores were recognized as reliable by female department store customers. Clothing expenses and consumer innovativeness dimensions showed significantly positive correlations; in addition, the relation between clothing expense and perceived risks were significantly negative. Consumer innovativeness and perceived risks have positive relations.

• 한국의류산업학회지
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• 제7권5호
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• pp.501-508
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• 2005

The purpose of this study was to investigate the effects of Chinese consumer characteristics as internal inclination on the trust and purchase intention of on-line shopping mall. Two hundred sixty subjects, who were living in Shanghai, China and were university students, were randomly selected for questionnaire. The effective two hundred forty four questionnaires were used to conduct reliability tests for internal consistency and multiple regressions for relationship between independent and dependent variables with SPSS 10.0. The results from this study were as follows. It showed a significant relationship between the on-line shopping experience, consumer innovation, consumer risk and the trust of on-line shopping mall, however, it didn't show any significant relationship between convenience shopping orientation and the trust of on-line shopping mall. Also, It showed a significant relationship between the on-line shopping experience, consumer innovation and the distrust of on-line shopping mall, however, it didn't show any significant relationship between consumer risk, convenience shopping orientation and the distrust of on-line shopping mall. It showed a significant relationship between purchase intension, the consumer risk and on-line shopping experience which appeared a high trust in on-line shopping mall, however, it didn't show any significant relationship between purchase intension and consumer innovation which appeared a high distrust. Therefore, it could be concluded that in China it is decreasing to purchase through the internet shopping mall every year because the group of consumer innovation, which most of internet users in China belong to it, distrusts the internet shopping mall.

• International Journal of Human Ecology
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• 제6권2호
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• pp.63-72
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• 2005

This paper considered the impact of changing the product liability rule from consumer to producer liability on product safety under asymmetric information. In particular, it has been attempted to remove several constraints on antecedent studies. The main results of the study are as follows: under the misperception of the risk on a product, consumers may underestimate the probability of product failure. In this case, the accident rate can be lowered under the producer's liability rule. However, even under the asymmetric information, a consumer's estimation on the probability may be converged with the expected risk level, which could be called the 'rational expectation.' In this situation the probability of product failure can be lowered under the strict liability with contributory negligence. Additionally, it is possible to reduce the probability of product failure when a legal rule that imposes liability on cheapest cost avoider is admitted.

• 복식문화연구
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• 제14권6호
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• pp.900-916
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• 2006

The purposes of this study were to define housewife's risk perception and risk reduction behavior when purchasing children's wear, and to identify the differences according to the clothing buying behavior and demographic characteristics. Data were gathered through survey with 429 housewives in Seoul and metropolitan area, and then statistically analyzed by descriptive statistics, factor analysis, Analysis of Variance (ANOVA), Duncan's test, and Pearson's correlation analysis. The results showed partially significant differences in risk perception, especially economic risk and social psychological risks, among housewife consumer groups according to the clothing buying behavior and the demographic characteristics. There were significant differences in risk reduction behaviors among the groups, especially brand preference/industry information, observation/experience, and media information. Also, correlations between risk perception and risk reduction behaviors were found. The social psychological risk perception was highly correlated to the risk reduction behaviors, while the time/convenience loss risk was not correlated to any risk reduction behavior. The results of this study provide insight into children's wear business through suggesting marketing implication.

• The Journal of Asian Finance, Economics and Business
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• 제5권2호
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• pp.105-118
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• 2018

Generic medicine (GM), which is an alternative drug product for branded medicine (BM), is used less in Japan than in other OECD countries. Therefore, we investigate why the medical consumers of Japan avoid the use of GMs even though the efficacy and safety of the medicines have already been proven. We theorize that effectiveness or risk of GMs are related to the consumer attitude toward GMs is affected by the behavioral approach/activation system (BAS) which promotes actions to reach the desired state, and the behavioral inhibition system (BIS) which suppresses behaviors to avoid negative outcomes. To see which of the BAS and BIS dimensions are related to GM usage, we surveyed 374 Japanese consumers and found that Quality, Efficacy, Safety, & Cost-effectiveness with the BAS, and Functional Risk, Financial Risk, Social Risk, Physical Risk, Psychological Risk, & Time Risk with the BIS had a significant effect on consumer attitude to GMs. These results are important in that they 1), confirm the role of BAS/BIS in attitudes to GMs, 2), provide guidelines when marketing GMs, 3), help governments promote the use of GMs as a cost-saving measure, and 4), guide future surveys regarding consumer attitudes to GMs.

• 대한가정학회지
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• 제40권5호
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• pp.179-193
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• 2002

This study aims to examine the forming procedure of consumer satisfaction from Internet shopping experience. Many studies on the satisfaction have primarily focused on the examination of the antecedents of satisfaction along with the expectation-disconfirmation paradigm dominating the former studies. This study has built an Internet shopping expectation-disconfirmation model as to apply the expectation-disconfirmation into the condition of the Internet shopping. The summary of study represented in following. l. The expectation of risk and performance of benefit had a significantly positive effect on the perceived disconfirmation. In addition, an expectation of benefit and performance of risk had a significantly negative effect on the perceived disconfirmation. 2. A performance of risk and performance of benefit not only had a significantly indirect effect, but also a significantly direct effect on the consumer satisfaction. But expectation of risk and expectation of benefit had no significant direct effect on satisfaction. 3. Not only the perceived disconfirmation had a significant positive effect on satisfaction, but also an effect of the perceived disconfirmation on satisfaction(0.472) is larger than that of the performance of risk or performance of benefit. Meaning that, it is desirable for one to apply the expectation-disconfirmation model into the Internet shopping circumstances as much as the off-line markets.