• The Korean Journal of Franchise Management
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• v.11 no.3
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• International Area Studies Review
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• v.21 no.2
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• pp.197-218
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• 2017

The research ais to examine the relationship among service factors, customer's consumption value and revisit intentions in the multiplex cinema industry focusing on multiplex cinema service in Korea and Vietnam. This research also aims to compare the influence of service factors on consumption values and revisit intention between customers in Vietnam and Korea. Data using for this research were collected in Ho Chi Minh, Vietnam and Seoul, Korea through both offline and online survey. Research findings suggest that service factors significantly influence utilitarian values and hedonic values, then both hedonic and utilitarian value have a significant influence on customer's revisit intention in multiplex cinema. Specifically, utilitarian value shows a greater influence on revisit intention in Korea whereas hedonic value shows a greater influence on revisit intention in Vietnam.

• Journal of Family Resource Management and Policy Review
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• v.14 no.3
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• pp.1-14
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• 2010

The purpose of this study was (1) to investigate the changes in consumer competencies according to the types of shopping value, (2) to reveal the effects of shopping value on consumer competencies. The subjects of this study were 266 university students dwelling in Seoul. A questionnaire was used as the survey method. The data was analyzed by Cronbach's alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range tests, multiple linear regressions. Computations were conducted by SPSS WIN 12.0. The study produced the following results. First, college students can be categorized into 3 shopping values by K-means Cluster analysis of 13 items: the hedonic shopper (shopping value), the utilitarian shopper (shopping value) and the balanced shopper (shopping value). Second, there were significant differences in grades, satisfaction with life and shopping value. That is, grade 3and utilitarian shopping value group had a higher level of consumer competency. Third, the variable that influenced consumer competency was the utilitarian shopping value, influencing consumer attitude and consumer skill. These results imply that consumers should be constantly educated and that there needs to be a campaign to promote utilitarian shopping value.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.3_4
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• pp.548-559
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• 2002

Value is one of the most useful variable for achieving marketing concept that satisfy consumer needs. The issue related to which value consumers have when they're shopping and which effect this shopping value has on the process of consumer satisfaction formation, would be helpful to understand the post-purchase behavior as well as the process of pre-purchase decision making. Therefore, the objective of this study was to clarify differences in the process of satisfaction formation in relation to the type of shopping value. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Factor analysis, cluster analysis, frequencies, t-test, and structural equation model analysis were used to analyze the data. Two groups regarding shopping value were found, which included consumers with hedonic shopping value and consumers with utilitarian shopping value. Overall, the results revealed a similar tendency in the process of satisfaction formation between two groups. But the tendency, which expressive product performance was related to the positive consumption emotion more than instrumental product performance was and instrumental product performance was related to the negative consumption emotion more than expressive product performance was, was clearer in consumers with utilitarian shopping value than in those with hedonic shopping value. In consumers with utilitarian shopping value, expressive product performance has a greater effect on satisfaction than instrumental product performance did, but in consumers with utilitarian shopping value, expressive product performance showed a similar effect on satisfaction with instrumental product performance. Understanding of the post-purchase behavior of the consumers with hedonic shopping value and the consumers with utilitarian shopping value and practical administration of the differences of the two groups would contribute to build useful marketing strategies.

• Fashion & Textile Research Journal
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• v.17 no.5
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• pp.741-753
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• 2015

This study identified factors that influenced fashion consumers' purchase intentions for cross-border online shopping. This study utilized three outshopping motivation dimensions (utilitarian, social, and hedonic) to empirically verify research questions. The moderating effects of consumers' perceived risks between cross-border online shopping motivations and behavioral intention were also tested on Korean female consumers in their 20s to 40s who had experience purchasing fashion goods through a cross-border online shopping channel within a year. The research are as follows. First, the three motivations have positive effects on cross-border online shopping purchase intentions. Fashion consumers are greatly influenced by hedonic motivation compared to utilitarian and social motivations. Second, perceived risks do not negatively influence cross-border online shopping purchase intentions. Finally, there exists moderating effects of perceived risks between utilitarian motivation and cross-border online shopping purchase intentions. This study reveals motivational and moderating factors that influence fashion consumers to shop through a cross-border online shopping channel. It contributes to prior studies by extending the research range of cross-border online shopping into fashion. Marketers and retailers should note that fashion consumers are most influenced by hedonic motivation when shopping in cross-border online malls.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.3
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• pp.191-199
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• 2020

This study aims to investigate what selection attributes of customer value are more crucial when consumers choose the dessert at convenience store, which is the fastest growing retail format in Korea recently. Factors considered to be important when customers buy dessert, such as economics, diversity, convenience, and safety were examined and also relationship between customer value and satisfaction was analyzed. The survey was conducted through online (including SNS) from April 6, 2019 to April 30, 2019. A total of 303 questionnaires were used for empirical analysis. Factor analysis was performed to verify the validity and reliability of the measured variables. And the structural equation model (SEM) was used as a statistical method for hypothesis testing. As a result, factors as 'diversity', 'safety' were revealed to significantly affect hedonic customer value, while 'convenience' was shown to affect utilitarian customer value significantly. In addition, the path that customer value leads to satisfaction was also found to be significant. The result of the study suggests that selection attributes of convenience store dessert and providing meaningful implications of related hedonic and utilitarian values when customers purchase dessert at convenience store. This study provided practical implications for managers of the fiercely competitive dessert industry.

• The Journal of Information Systems
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• v.27 no.3
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• pp.203-225
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• 2018

Purpose This study investigated the impact of review language style (affective vs. cognitive) on review helpfulness and the moderating effects of the types of attractions in the relationships between the review language and its helpfulness. Design/methodology/approach This study investigates the impact of review language style (affective vs. cognitive) on review helpfulness and the moderating effects of the types of attractions in the relationships between the review language and its helpfulness. This study selected two hedonic and utilitarian attractions (Hedonic: Brandenburg Gate, Utilitarian: Peragamon Museum) located in Berlin. A total of 3,320 reviews was collected from TripAdvisor. We divided online reviews posted for these places into reviews with more affective language and with more cognitive language by using the LIWC. Then, we investigated the impact of language effect on review helpfulness across the attraction type. Findings The findings suggest that peers tend to judge more helpful toward cognitive language in attraction reviews regardless of attraction type. This study found that peers tend to perceive more helpful toward cognitive review in utilitarian attractions. Even though there was an interaction effect between review language and attraction type, in hedonic attractions, the influence of cognitive language was reduced, but still cognitive reviews would get more helpful votes.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.83-96
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• 2004

This study was attempted to examine female consumers' cosmetics purchasing behavior of subdivided groups according to cosmetics shopping orientation in cosmetics purchasing and to suggest basic information applicable to marketing. The sample was taken from 698 women who were aged twenties through thirties living in Korea. A total of 400 questionnaires were used in the final statistical analysis using factor analysis, reliability test, ANOVA , Duncan test, and χ²-test. The results of this study were as follows: First, The dimensions of cosmetics shopping orientation were composed of hedonic shopping orientation and utilitarian shopping orientation. Second, Evaluative criteria of internet shopping mall were composed of price and promotion, convenient shopping, reputation. Third, three groups were classified after group analysis of two factors in female consumers' cosmetics shopping orientation: consumers with high hedonic shopping orientation(46.5％), consumers with low hedonic and low utilitarian shopping orientation(29.0％), consumers with high utilitarian shopping orientation(24.5％). Additionally differences of the three groups were examined according to evaluative criteria of internet shopping mall, purchase intention and demographic variables.

• Journal of Korea Game Society
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• v.20 no.4
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• pp.21-32
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• 2020

The study took online game users' need for affect (approach/avoidance) and social norms (subjective/descriptive) into account and examined how these variables affected their attitude (utilitarian/hedonic) toward online games and their flow experience. Results from the hierarchical multiple regression analysis showed that, game users' approach affect and subjective norm had significant impacts on their utilitarian attitude, while their approach/avoidance affect and subjective norm had on their hedonic attitude toward onine games. Plus, the avoidance affect, subjective norm, and utilitarian/hedonic attitudes of game users had significant impacts on their flow experience.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.287-304
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• 2016

This study examines the influence of product classification standards and structure on user perception as well as their attitude towards online shopping sites. The causal relationships of variables are also examined. The analysis was based on an online survey with 247 responses. Four types of internet shopping sites were developed and used as a stimulus. The results of the mean comparison analysis indicated that perceived variety, information overload, perceived shopping value and attitude towards the site varies significantly with product classification standards and structure. There was also of a marginally significant interaction between the classification standard and structure on perceived variety and information overload. The causal relationship analysis revealed that perceived variety positively influenced hedonic and utilitarian shopping value. However, information overload had a negative effect on hedonic and utilitarian shopping value. Both the hedonic and utilitarian shopping value positively influenced attitudes towards the sites. This study demonstrates that classification method influences customer perception and attitude. It offers interesting insights on a product classification method as a strategic tool for online shopping.