• 한국생활과학회지
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• 제22권1호
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• pp.157-166
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• 2013

The purpose of this paper is to develop and test a conceptual model of purchase intentions, positive emotion, and e-servicescape that is defined as the online environment factors that exist during service delivery. Survey research method was used to gather data regarding consumers' perceptions of e-servicescape. Surveys were administered to 681 college students who experienced purchasing fashion products on the Internet. The results showed that e-servicescapes perceived by fashion consumers were composed of three dimensions: (1) Aesthetic appeal, (2) Ambient conditions, and (3) Layout & functionality. These dimensions of e-servicescape influenced consumers to lead positive emotions and purchase intentions. Additionally, positive emotions constituted a key variable for the purchase intention of fashion products during online exchange. The study revealed that consumers' interpretations of online environments exerted a powerful influence over positive emotion and purchase intentions. Also, it strongly endorsed the view that the purchase intentions of customers were linked to the extent to which they feel positive emotions by the e-service provider. This study provides insights into how consumers' interpretations of e-servicescape affect their subsequent positive emotions and ultimately their intentions to purchase. The findings of this study also have numerous implications for both services managers and internet developers related to fashion products.

• 한국의류학회지
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• 제25권6호
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• pp.1100-1111
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• 2001

The purpose of this study was to develop fashion On-line store attributes for fashion On-line shopping mall and to identify significant On-line store attributes, influencing consumers'purchase intention of interned fashion product shopping. A questionnaire was administered to 456 adults who had purchasing experience at fashion On-line shopping mall. SPSS 9.0 package was used for data analysis. Factor analysis, $X^2-test$, t-test, frequency, percentage, one-way ANOVA, multiple regression analysis were utilized. The results were as follows; 1. The On-line store attribute dimensions of fashion On-line shopping mall were tangibility, variety, marketing promotion, responsiveness, reputation, price and convenience. 2. The purchase experienced consumers showed higher purchase intention of Internet fashion product shopping and highly perceived about all sub-factors, except reputation. in On-line store attributes that have significantly positive influence on fashion On-line shopping attitudes. The purchase experienced consumers showed more favorable attitudes toward Fashion On-line shopping than non purchase experienced consumers. Attitudes toward Fashion On-line shopping have directly impact on purchase intention of Internet fashion product shopping.

• 한국식생활문화학회지
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• 제32권5호
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• pp.403-411
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• 2017

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

• 가정과삶의질연구
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• 제24권2호
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• pp.27-42
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• 2006

This study examined consumers' awareness of apartment brands and the purchase intention of apartments with brand names. This study compared apartment brand awareness with purchase intention in terms of consumers' socio-economic and housing characteristics. Also, it identified the factors that influence consumers' awareness and purchase intention of apartment brands. The data were obtained via a questionnaire completed by adults 20 years of age and olde. (N=383), and were analyzed by t-tests, ANOVA, chi-square tests, multiple regression, and logistic regression analyses. The findings of this study are as follows: First, both consumers' awareness and purchase intention of apartment brands were higher among married males in their 30s and 40s than among unmarried females in their 20s and 50s. For consumers who had graduated from graduate schools, both awareness and purchase intention of apartment brands were lower than other groups. Second, consumers dwelling in apartments or row houses showed higher awareness of apartment brands. And those who lived in row houses were more likely to consider purchasing apartments with brand names. Third, every factor of consumers' housing values was higher than the middle point of the scale. Especially, economic and social values of housing were important factors for both awareness and purchasing intention of apartment brands. Fourth, the apartment brand awareness had a positive effect on the purchase intention of the apartments with their own brands.

• 한국의류산업학회지
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• 제24권4호
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• pp.418-430
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• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

• 한국생활과학회지
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• 제12권3호
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• pp.351-362
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• 2003

The goal of this study was to examine the effects of perceived risks toward GMO (Genetically Modified Organism) food on the decision-making to purchase it and demands to reveal its Identity. The major results were as follows. First, consumers strongly perceived the risk toward GMO food, and demanded labeling to identify it. But, many consumers had indecisive in the purchase of GMO food. Second, consumers with high level of perceived risks toward GMO food were more likely not to buy GMO food. In addition, the level of perceived risk was high among consumers who had many children. Finally, consumers with high level of perceived risks toward GMO food were more likely to demand the labelling for identifying GMO food. Consumers who had many children and high level of reliability for labelling food safety strongly demanded to label for revealing GMO food.

• 한국의류학회지
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• 제20권3호
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• pp.493-501
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• 1996

An understanding of consumers' evaluative processes and the consumer variables that influence cross-cultural evaluations of foreign products is essential to effectively penetrate international markets. This study compared consumers in two developing countries, Korea and Mexico, regarding their product evaluations and purchase intentions for US Levi's jeans. Both Korean and Mexican consumers are generally quality and price conscious. Korean consumers appeared to be more value-conscious than Mexican consumers. Mexican consumers exhibited high level of brand and prestige conscious behavior. Findings in this study support that culture bound consumer characteristics vary from country to country resulting in differences in perception of quality, value and purchase intentions for a particular product. The perception of product quality differs from perception of value and subsequent willingness to buy. For a comprehensive understanding of consumer purchase behavior, the impact of value-conscious attitude on percetion of quality and on purchase intentions should be examined.

• 한국의류학회지
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• 제23권5호
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• pp.672-683
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• 1999

The purpose of this study was to examine the relationship among the consumer's sensation seeking tendency needs of clothing purchase and clothing purchase behavior. The date were obtained from 461 female university students career women and housewives using questionnaire. Consumers were classified into low and high sensation seeking tendency groups. These two groups showed partially significant difference in the needs of clothing purchase. Consumers with higher sensation seeking tendency had higher tendency of impulse buying. And they were likely to show the pleasure dimension of needs of clothing purchase and the pleasure seeking and the time seeking factors of shopping behavior Also they had higher purchase frequency of clothing than those who had lower sensation seeking tendency. Consumers with lower sensation seeking tendency placed more importance on the utilitarian dimension of the needs of clothing purchase and the price and quality of products in shopping.

• 복식문화연구
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• 제19권6호
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• pp.1133-1149
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• 2011

The major aim of this study was to find out that the relation between consumers value and experience quality toward purchase intention in addition to the influence of the consumers value and experience quality on the effects of scarcity message types collaboration using limited edition in global SPA brand. As a result of an empirical analysis, it shows that consumers value and experience quality are co-related to the intention of purchase, especially, brand familiarity and reputation influenced scarcity valuation in the affirmative and both emotional value and epistemic value influenced the intention of purchase under scarcity message. The moderating effect of consumers value and experience quality however, turns out to be not significant although its effect is directionally supported that is purchase intention was high when scarcity message is shown. Moreover, emotional epistemic group was influenced by scarcity message so we found that consumers value is changed to emotional with subjective. This result indicates that we need the scarcity message type reflecting the characteristics of consumers value and experience quality to increase customer's purchase intention.

• 복식문화연구
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• 제26권3호
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• pp.409-426
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• 2018

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.