• Fashion & Textile Research Journal
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• v.19 no.3
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• pp.280-288
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• 2017

This study tested how the mobile impulse buying(m-impulse buying) of fashion products was related to shopping motives and mobile applications(apps) browsing in the context of mobile shopping. A total of 316 self-administered questionnaires were obtained from college students who had experienced m-impulse buying of fashion products during the most recent six months. A structural equation model using a correlation matrix with maximum likelihood was estimated for examining the relationships among shopping motives(e.g., hedonic shopping motive and utilitarian shopping motive), apps browsing, and m-impulse buying of fashion products(e.g., fashion-oriented impulse buying and pure impulse buying) by AMOS 21.0. Findings showed that hedonic shopping motive and utilitarian shopping motive had significant effects on apps browsing in their mobile shopping. Apps browsing had a significant effect on fashion-oriented impulse buying, but did not significantly effect on pure impulse buying of fashion products. Additionally, the hedonic shopping motive had directly significant effects on both fashion-oriented impulse buying and pure impulse buying, whereas the utilitarian shopping motive significantly effected on only the pure impulse buying of fashion products in their shopping. This study suggests that the hedonic shopping motive played an important role to determine the m-impulse buying of fashion products and the utilitarian shopping motive played a role in activating apps browsing relevant to mobile shopping for fashion products. Managerial implications are discussed for retailers related to the fashion products in mobile shopping.

• Journal of the Korean Society of Costume
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• v.67 no.1
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• pp.22-39
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• 2017

This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) ${\times}2$(cognitive need for closure: high vs. low) ${\times}2$(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.

• Design Convergence Study
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• v.16 no.4
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• pp.115-126
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• 2017

The intelligent product is a product in which interactive technologies are applied to an existing common product, called a mother product. This study focuses on interaction design of a hedonic intelligent product and investigates an efficient method of input control of hedonic intelligent products. The hedonic intelligent product is a product in which the hedonic attributes such as play and pleasure are added to the mother product. Utilitarian intelligent products enhance practical functions of mother products. The utilitarian intelligent product finds user behavior in the mother product to improve functional elements for a user experience design. On the other hand, hedonic intelligent products find various emotional values that impart hedonistic attributes and apply them to design. The input method studied through the case study is classified into the imitation input method and the transformation input method derived from the mother product. Based on this, two independent variables of intelligent pinwheels were designed, and its usability evaluation was conducted under the same output condition to investigate a more effective input method. As a result, the transformation input method was rated higher in originality than the imitation input method. This result implies that users had new experiences from the transformation input method, which leads to a higher intention of paying for new experiences.

• International Commerce and Information Review
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• v.9 no.4
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• pp.415-438
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• 2007

There has been a gradual increase in distribution of counterfeit products and resulting damage cases from companies and consumers. It examines which antecedent variables have significant effects on consumer perceived satisfaction or regret. To test the related hypotheses, such antecedent variables as the utilitarian value, the hedonic value, legal regulations, and ethical mentality of consumers were examined and also did whether these factors have differences between Korean and Chinese consumers. Findings from the empirical analysis are as follows. First, Korean and Chinese consumers' perceived utilitarian value and hedonic value in counterfeit products in contrast to original products are found to have a positive influence on consumer perceived satisfaction with counterfeits while they have a negative influence on consumer perceived regret with counterfeits. Second, in the case of Korean consumers, the hypothesis that legal regulations on counterfeit products will influence the degree of regret with counterfeit products has been rejected. And it is found that the more ethical Korean consumers are, the more regretful for their post purchase they feel. Third, in the case of Chinese consumers, the hypothesis that legal regulations and ethical on counterfeit products will influence the degree of regret with counterfeit products has been rejected. Therefore, it can be said that the results in this paper provide significant implications for government policy, legal regulation and enforcement, and some need for a change in consumer consciousness and attitude as well as for marketing strategies of Korean and Chinese famous brand manufacturing companies.

• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.97-117
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• 2016

Drawing on the theoretical framework of customer value-satisfaction-loyalty, this study examines how scarcity message influences customers' value, satisfaction, and loyalty in the context of group-buying social commerce. Previous studies have argued that scarcity message limiting the avilability of products and service is a source of enhancing customer value. In this regard, this study posits scarcity message as a predictor of customer value. Furthermore, this study classifies customer value into two forms (i.e., utilitarian value and hedonic value) and verfies how scarcity message is associated with them. To test the proposed research model and hypotheses, this study performed structural equation modeling (SEM) analyses, using a total of 292 data collected on users who have experience in purchasing products and service through group-buying social commerce sites such as Coupang, Timon, and WeMakePrice. The key results are as follows : First, scarcity message increases utilitarian and hedonic values and further customer satisfaction. Second, utilitarian value increases customer satisfaction and repurchase intention while hedonic value has nothing to do with them. The findings imply that customers seek to maximize utilitarian value through group-buying social commerce. Finally, this study indicates that repuchase intention depends greatly on customer satisfaction.

• The Research Journal of the Costume Culture
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• v.32 no.3
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• pp.321-333
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• 2024

This study aims to investigate how consumers perceive the attributes (ubiquity, continuity) of metaverse fashion brands in a virtual space. It also empirically verifies the impact on consumers' perceived values (hedonic value, social value) and consumer behavioral intentions (intention to use the platform, intention to purchase virtual products). The results verified in this study are as follows: First, we confirmed that the metaverse attributes perceived by consumers in the virtual space of the fashion brand, ubiquity and daily extension, positively affect customers' perceived hedonic and social values. Second, we found that consumers' perceived hedonic and social values have a significant positive effect on their intention to use the platform. Finally, we found that consumers' intention to use the platform had a significant positive effect on their intention to purchase virtual products. The results of this study will have academic significance by expanding the scope of research related to identifying metaverse attributes and values by identifying metaverse attributes and consumer values that perceived by consumers in fashion brands' virtual spaces in the metaverse. This study suggests a direction and strategy for fashion brands to move forward in building virtual spaces on the metaverse platform. In this way, they can create perceived value for consumers that elicits positive consumer behavioral intentions.

• Journal of Distribution Science
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• v.18 no.9
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• pp.55-65
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• 2020

Purpose: The research aims to examine whether perception about busyness can affect the way people view themselves and then make an impact on purchase decision-making. Based on a proposed theoretical framework, the current research examines whether or not perception about busyness affects perceived self-worth and has an impact on impulsive buying. Research design, data, and methodology: The paper conducted a survey in which two scenarios are used for manipulating degree of busy mindset. For analyzing data, analysis of variance and regression analysis are applied, in conjunction with analysis of moderating effects. Results: Busy mindset has a positive effect on perceived self-worth. The effect of busy mindset on perceived self-worth is greater in the group of high perceived social mobility. In the category of hedonic products, perceived self-worth has a positive effect on impulsive buying intention. Conclusions: These results imply that a sense of self-worth can affect impulsive buying behavior on the basis that people sometimes buy things on impulse as a way of self-indulgence or self-reward for their efforts. Managerial implications of the results suggest a busy appeal to consumers would be more effective for hedonic products.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.141-150
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• 2008

The purpose of this study was to assess the causal relationships among hedonic belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal effects of constructs. Results of the study demonstrated that fit of the restricted baseline model is significantly worse than that of the unrestricted proposed model, in which more parameters are estimated. The effects of hedonic belief, ambivalence and subjective norm on attitude were statistically significant. The effects of hedonic belief, subjective norm and attitude on meat consumption were statistically significant. The effect of attitude on intention was statistically significant. Moreover, attitude played a mediating role in the relationships between hedonic belief and meat consumption, between ambivalence and meat consumption, and between subjective norm and intention. This study suggested that the consumer decision-making process for eating meat products is best modeled as a complex system that incorporates both direct and indirect effects on meat consumption. This study believed the evidence presented supports this position. Moreover, this study appeared to be a worthy area of pursuit.

• The Journal of Economics, Marketing and Management
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• v.11 no.1
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• pp.1-12
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• 2023

Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.

• Korean Journal of Organic Agriculture
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• v.30 no.3
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• pp.375-391
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• 2022

This study investigated the online transaction status of low-carbon certified fresh agricultural products and analyzed the low-carbon certified premium. For two months from March to April 2022, eight products (rice, apple, pear, sweet persimmons, paprika, tomatoes, cherry tomatoes, and lettuce) were surveyed at major online shopping malls. The low-carbon certification premium was analyzed using hedonic price analysis model. As a result of the online market survey, the low-carbon certified agricultural products were not traded in the case of rice, cherry tomatoes, and paprika. And the proportion of low-carbon certified agricultural products in the case of tomatoes and lettuce was low. As a result of the low-carbon premium analysis, of the five products that analyzed the low-carbon certification premium, four products excluding pear did not have a low-carbon certification premium. Thus, it is necessary to expand the sale of the low-carbon certified agricultural products by distributors, and various efforts to secure the premium of certified agricultural products are important.