• Journal of Digital Convergence
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• v.15 no.10
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• pp.183-191
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• 2017

This study tries to explain the relationships among omni-channel service characteristics, utilitarian/hedonic shopping value, and reuse intention. We derive instant connectivity, localization, consistency, integration, privacy risk as omni-channel service characteristics from previous studies and collect data from 190 omni-channel service users. The major findings are as follows. First, localization, consistency, and privacy risk have a significant effect on utilitarian shopping value but no significant effect on hedonic shopping value. Second, instant connectivity and integration have a positive effect on both utilitarian and hedonic value. Third, utilitarian and hedonic shopping value have a positive effect on reuse intention. This study extends the scope of omni-channel consumer behaviors by focusing on multi-dimensionality of shopping value. The results of this research can provide useful implications for practitioners to build successful strategies on omni-channel service.

• International Journal of Costume and Fashion
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• v.14 no.2
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• pp.51-65
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• 2014

With growing competition and increasing consumer demands, companies pay more attention than ever to market mavens who play a central role in diffusing marketplace information and influencing others' decisions. To enhance our understanding of the market maven, this paper examines the role of market mavenism in shaping consumers' shopping values (utilitarian value, hedonic value) and their post-purchase satisfaction or dissatisfaction. Regression analyses revealed that market mavenism had a positive impact on hedonic shopping values, and post-purchase satisfaction. The findings showed that hedonic shopping values had a significant impact on post-purchase satisfaction while utilitarian shopping value did not have any significant relationship. Findings of the study also suggest that market mavens pursue hedonic shopping values and exhibit greater post-purchase dissatisfaction than others. Practitioners are recommended to create entertaining retail environments for market mavens who seek hedonic values when they shop. The results also suggest that practitioners need to pay close attention to market mavens at the post-purchase stage since they can be extremely dissatisfied.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.580-587
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• 2014

This study demonstrates how the composition of VM based on regulatory focus influences shopping value and how shopping value influences shopping satisfaction. A survey form was developed and 90 copies were used for analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study were: First, convenience of VM had a significantly positive (+) influence on utilitarian shopping value. Second, both utilitarian shopping value and hedonic shopping value had a statistically significant influence on shopping satisfaction. Third, in terms of promotion focus, suitability, fashionableness, reconcilability, and attractiveness of VM had a significantly positive (+) influence on the hedonic shopping value. In terms of preventive focus, convenience and reconcilability of VM had a significantly positive (+) influence on utilitarian shopping value, and convenience, suitability, and fashionableness had a significantly positive (+) influence on hedonic shopping value. In the promotion focus, both utilitarian shopping value and the hedonic shopping value had a significantly positive (+) influence on shopping satisfaction. In the preventive focus only the utilitarian shopping value had a significantly positive (+) influence on shopping satisfaction.

• 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.

• Asia Marketing Journal
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• v.16 no.1
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• pp.149-168
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• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

• Journal of Distribution Science
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• v.4 no.2
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• pp.65-80
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• 2006

This study is an empirically validation of existing theories into the department store context. This study investigated the effects of perceived quality and customer value(utilitarian value and hedonic value) to customer satisfaction on the basis of previous studies. The data was analyzed by reliability, factor analysis and regression analysis using SPSS program. The results suggest that perceived quality had positive effects on utilitarian value, hedonic value and customer satisfaction, utilitarian value and hedonic value had positive effects on customer satisfaction. These findings also provide implications for the marketing strategy in department store context. However, this empirical study has limitations that can be addressed in the future research.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.37-52
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• 2019

Purpose - This study examined the relationship between service quality, perceived value, customer satisfaction and behavioral intention of coffee shop using CoffeeSERV scale. In this model, CoffeeSERV scale consists of fundamental characteristics, physical environment, confidence, beverage characteristics, and representation factors. In particular, this study tried to demonstrate the moderating effect of customer's regulatory focus orientation among in the relationships between service quality, perceived value, customer satisfaction and behavioral intention. Research design, data, and methodology - This study intends to expand the existing service quality research by using the coffee shop service quality measurement tool developed by domestic researchers. I wanted to find some implications for the trend. In particular, this study applied the regulatory focus theory to identify individual differences of customers regulatory focusing motivation. In order to verify several hypotheses, the data were 227 college students and analyzed with SPSS/PC 21.0 and SmartPLS 3 program. The moderating role of customer's regulatory focusing motivation was tested using multi-group analysis with SmartPLS 3 program. Results - The resutls are as follows. First, the fundamental characteristic factors only had a significant influence on the utilitarian value perception, but in the hedonic value perception, all other service factors except for the beverage characteristic had a statistically significant effect. Second, utilitarian and hedonic value had significant effects on customer satisfaction. Third, customer satisfaction had a significant effect on behavioral intention. Finally, the regulatory focus orientation played a moderating role in the relationship between beverage characteristic - utilitarian value, representation - utilitarian value, fundamental characteristic - hedonic value, physical environment - hedonic value, confidence - hedonic value, and utilitarian value - behavioral intention. Conclusions - The results of this study show that the various service quality factors that make up the CoffeeSERV scale have different effects on utilitarian and hedonic value. This means that perceived benefits from product and service experience have different impacts on the customer's experience. Therefore, marketers should identify the impacts of service quality dimension that customers who use coffee shops consider important, understand the impact process of these quality factors on experience value, customer satisfaction, and behavioral intention, and allocate limited marketing budget. The results also show that it is possible to establish differentiatied response strategies using customer's regulatory focus orientation to find ways to enhance utlitarian and hedonic value, customer satisfaction, and behavioral intention using various Coffeeshop service quality factors. At the end of this paper, some limitations and future research directions were suggested.

• The Journal of Information Systems
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• v.19 no.3
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• pp.75-103
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• 2010

This study analyzes a model appling value in the mobile learning. We investigate the interaction, ease of use, hedonic value, and utilitarian value considering importance factors in the mobile learning, and the customer values are found to influence the customer satisfaction. We analysis a relationship between these factors and the customer satisfaction, and the relationship between the customer satisfaction and the loyalty. Finally, we research difference among gender of the satisfaction on the mobile learning. To fulfill this purpose, the research model was designed from literature review, and the structural equation modeling technique was used to evaluate hypotheses. The major results of this study are as follows. First, the ease of use, hedonic value, and utilitarian value positively influenced the satisfaction, and the satisfaction had positive influences on the customer loyalty. But the interaction didn't have positive influence on the satisfaction. Second, gender difference was found for some path coefficient. Male user's interaction and ease of use has effect on the satisfaction, and Female user's hedonic value and utilitarian value have influenced the satisfaction. When it consider the market share or the growth potential of the mobile learning industry, the results of this study will provide the useful information to manage mobile learning.

• The Korean Journal of Franchise Management
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• v.11 no.4
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• pp.17-29
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• 2020

Purpose: As the untact culture has spread due to the recent COVID-19, the service industry as well as the beauty salon is shrinking. In order to overcome such a crisis in beauty salons, the lower dimension of beauty salon service quality is divided into servicescape, technical service, and employee service, and actions are taken with the 'perceived value of the customer' as a parameter. In this study, S-O-R(Stimulus-Organism-Response) theory was applied for customer-centered analysis, and gender and regularity were selected as moderator variables to add practical implications. Research design, data, and methodology: All constructs were measured using items developed and used in the previous study. A total of 261 questionnaires were collected online using NaverForm. The data were analyzed using factor analysis, correlation analysis, and measurement model analysis with SPSS 22.0 and AMOS 22.0. After testing the research model and hypothesis for the entire group, a multi-group analysis was conducted by dividing into male and female groups, regular customers, and non-regular customers. Results: First, this study showed that the service environment of beauty salon customers had a negative (-) effect on perceived utilitarian value, and the technical service and perceived hedonic value had a positive (+) effect on the customer's behavioral intention. Technical service and employee service had a positive (+) effect on perceived hedonic value, but perceived hedonic value did not affect customer's behavioral intention. Second, there is no statistically significant difference in each path between male and female groups. Third, there was a statistically significant difference between regular customers and non-regular customers, only the path that the servicescape influences the perceived hedonic value. Conclusion: According to the results of this study, technical service and utilitarian value should be considered in order to induce behavioral intention of customers, and technical service quality should be considered first. Also, operating a beauty salon requires a differentiated approach to the salon servicescape according to the ratio of non-regular and regular customers. The beauty salon servicescape generally showed negative practical value for non-regular customers, but positive for the Hedinic value for servicescape such as comfortable service and clean interior for regular customers.

• Journal of Distribution Science
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• v.13 no.12
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• pp.73-84
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• 2015

Purpose - Various social issues have arisen since the beginning of the 21st century therefore, enterprises that disregarded social issues have become unsustainable, and social enterprises have appeared to address these issues. A social enterprise is a social mission-focused organization that uses a market-based strategy and has a vulnerable business structure. To be self-sustainable, a social enterprise should make consumers aware of the value that it provides and secure its profitability through consumer consumption. From this perspective, this study investigates the relationship between perceived value (utilitarian and hedonic) and loyalty, and examines how memory and attitudes play mediating roles between perceived value and loyalty. For these purposes, the author developed a structural model consisting of several variables. In this model, perceived value, which was utilitarian and hedonic, was proposed to affect the memory and attitudes toward social enterprise products, thus increasing loyalty. Therefore, memory and attitudes were proposed as core mediating variables between perceived value and loyalty. Research design, data, and methodology - To analyze the proposed model, data were collected from 582 respondents and analyzed using SPSS 21.0 and AMOS 21.0. To test unidimensionality and the nomological validity of the measures of each construct, we employed a scale refinement procedure. The results of the reliability test with Cronbach's α and confirmatory factor analysis warranted the unidimensionality of the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of the correlation analysis. The result of the overall model analysis demonstrated a good fit (χ²=529.881, df=144, χ²/df=3.680, p-value=0.000, GFI=0.905, NFI=0.948, CFI=0.961, RMR=0.036, RMSEA=0.068). Results - The findings are summarized as follows. First, the hedonic and utilitarian value of social enterprise products had positive effects on memory and attitudes. Second, the hedonic value of social enterprise products more strongly affects memory and attitudes than utilitarian value. Third, memory and attitudes had positive effects on loyalty. Lastly, memory had a stronger effect on loyalty than attitudes. Conclusions - The purchase rate of social enterprises' products increases only if the products are included in the "information search" and "alternative evaluation" processes in consumers' purchase decision-making processes. Therefore, a social enterprise must actively promote the fact that it pursues a social value, and shares both the hedonic and utilitarian values of its products. Accordingly, because hedonic value has a more significant impact on a company and attitudes, a social enterprise should develop hedonic values for product consumption, thereby leading consumers who care about value consumption to purchase its products. Moreover, a social enterprise must maintain good memories and attitudes for consumers because memory does not change over time, although attitude does. The limitations of this study and suggestions for future research are as follows. This study viewed "consumer loyalty" as the success factor of social enterprises, thereby considers an "increase in sales" as the success factor. Therefore, in future studies, diverse factors, including social contribution and word-of-mouth intention, should be regarded. In addition, future studies need to thoroughly review and make assurances about the relationship between memory and attitude.