• Korean Business Review
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• v.11
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• pp.101-122
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• 1998

This study is to analyze the effect of product involvement on consumer purchase process. From review on previous involvement literatures, enduring product involvement can be defined as "a person's arousal and motivational state activated by product on the basis of his basic value, objective and ego-relevance." To evaluate the effect of involvement on product purchase process, 11 hyphotheses concerning behavioral aspects which is expected to comprise consumer purchase process and to be influenced by degree of involvement were constructed: prepurchase information search, alternative brand comparision, utilization of product attribute, brand differentiation, brand commitment, product knowledge, influence of reference group, dependence on price, price awareness, cognitive dissonance and purchase optimization. Hyphotheses are tested with data from 388 housewives through 20 item involvement scale developed with multi-dimensional perspective on involvement. The scale successfully provides rank order of 8 selected products expected to cover the spectrum of product involvement: formal clothes, coffee, washing machine, shampoo, perfume, detergent, soft drink, pain-reliever as the order of product involvement. Major findings of this study are as follow. First of all, incresed differences were found in hihg involvement product like formal clothes with respect to the degree of prepurchase information search, alternative brand comparision, utilization of product attribute, influence of reference group in any method of analysis. Secondly, invlovement should be interpreted as a consumer characteristic rather than a product one. This means that consumers involve themselves with products, instead products themselves do not have any involvement.

• Journal of Distribution Science
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• v.17 no.3
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• pp.85-95
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• 2019

Purpose - The existing marketing studies using Social Network Analysis have assumed that network structure variables are time-invariant. However, a node's network position can fluctuate considerably over time and the node's network structure can be changed dynamically. Hence, if such a dynamic structural network characteristics are not specified for virtual goods purchase model, estimated parameters can be biased. In this paper, by comparing a time-invariant network structure specification model(base model) and time-varying network specification model(proposed model), the authors intend to prove whether the proposed model is superior to the base model. In addition, the authors also intend to investigate whether coefficients of network structure variables are random over time. Research design, data, and methodology - The data of this study are obtained from a Korean social network provider. The authors construct a monthly panel data by calculating the raw data. To fit the panel data, the authors derive random effects panel tobit model and multi-level mixed effects model. Results - First, the proposed model is better than that of the base model in terms of performance. Second, except for constraint, multi-level mixed effects models with random coefficient of every network structure variable(in-degree, out-degree, in-closeness centrality, out-closeness centrality, clustering coefficient) perform better than not random coefficient specification model. Conclusion - The size and importance of virtual goods market has been dramatically increasing. Notwithstanding such a strategic importance of virtual goods, there is little research on social influential factors which impact the intention of virtual good purchase. Even studies which investigated social influence factors have assumed that social network structure variables are time-invariant. However, the authors show that network structure variables are time-variant and coefficients of network structure variables are random over time. Thus, virtual goods purchase model with dynamic network structure variables performs better than that with static network structure model. Hence, if marketing practitioners intend to use social influences to sell virtual goods in social media, they had better consider time-varying social influences of network members. In addition, this study can be also differentiated from other related researches using survey data in that this study deals with actual field data.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.139-161
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• 2019

The utilization of the e-commerce market has become a common life style in today. It has become important part to know where and how to make reasonable purchases of good quality products for customers. This change in purchase psychology tends to make it difficult for customers to make purchasing decisions in vast amounts of information. In this case, the recommendation system has the effect of reducing the cost of information retrieval and improving the satisfaction by analyzing the purchasing behavior of the customer. Amazon and Netflix are considered to be the well-known examples of sales marketing using the recommendation system. In the case of Amazon, 60% of the recommendation is made by purchasing goods, and 35% of the sales increase was achieved. Netflix, on the other hand, found that 75% of movie recommendations were made using services. This personalization technique is considered to be one of the key strategies for one-to-one marketing that can be useful in online markets where salespeople do not exist. Recommendation techniques that are mainly used in recommendation systems today include collaborative filtering and content-based filtering. Furthermore, hybrid techniques and association rules that use these techniques in combination are also being used in various fields. Of these, collaborative filtering recommendation techniques are the most popular today. Collaborative filtering is a method of recommending products preferred by neighbors who have similar preferences or purchasing behavior, based on the assumption that users who have exhibited similar tendencies in purchasing or evaluating products in the past will have a similar tendency to other products. However, most of the existed systems are recommended only within the same category of products such as books and movies. This is because the recommendation system estimates the purchase satisfaction about new item which have never been bought yet using customer's purchase rating points of a similar commodity based on the transaction data. In addition, there is a problem about the reliability of purchase ratings used in the recommendation system. Reliability of customer purchase ratings is causing serious problems. In particular, 'Compensatory Review' refers to the intentional manipulation of a customer purchase rating by a company intervention. In fact, Amazon has been hard-pressed for these "compassionate reviews" since 2016 and has worked hard to reduce false information and increase credibility. The survey showed that the average rating for products with 'Compensated Review' was higher than those without 'Compensation Review'. And it turns out that 'Compensatory Review' is about 12 times less likely to give the lowest rating, and about 4 times less likely to leave a critical opinion. As such, customer purchase ratings are full of various noises. This problem is directly related to the performance of recommendation systems aimed at maximizing profits by attracting highly satisfied customers in most e-commerce transactions. In this study, we propose the possibility of using new indicators that can objectively substitute existing customer 's purchase ratings by using RFM multi-dimensional analysis technique to solve a series of problems. RFM multi-dimensional analysis technique is the most widely used analytical method in customer relationship management marketing(CRM), and is a data analysis method for selecting customers who are likely to purchase goods. As a result of verifying the actual purchase history data using the relevant index, the accuracy was as high as about 55%. This is a result of recommending a total of 4,386 different types of products that have never been bought before, thus the verification result means relatively high accuracy and utilization value. And this study suggests the possibility of general recommendation system that can be applied to various offline product data. If additional data is acquired in the future, the accuracy of the proposed recommendation system can be improved.

• The Journal of Industrial Distribution & Business
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• v.11 no.8
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• pp.7-19
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• 2020

Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.

• Human Ecology Research
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• v.54 no.4
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• pp.405-414
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• 2016

The rapid change of consumer expectations in shopping environments has required retailers to actively adopt omni-channel services, however, limited research exists on the topic. We identify the effect of consumer's utilitarian shopping value on expectations for omni-channel services. An online survey was conducted on 176 subjects who had experience using omni-channel services. We employed Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical model to explore the mechanisms of consumers' acceptance of omni-channel services in fashion. We used SPSS ver. 22.0 and AMOS ver. 22.0 programs to analyze data. The results indicate that utilitarian shopping value has a positive effect on performance expectancy, effort expectancy, and social influence for omni-channel services. Performance expectancy for omni-channel services also has a positive effect on the purchase intentions of fashion products. Effort expectancy for omni-channel services also positively increases the purchase intentions of fashion products. Last, the social effect of omni-channel services has a significant positive effect on purchase intention. All the hypotheses were supported. The research findings can provide the fashion distribution industry with useful basic data to understand the needs of consumers who use multi-channels when establishing a new channel or marketing strategy.

• The Korean Journal of Food And Nutrition
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• v.27 no.5
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• pp.859-871
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• 2014

This study investigated the effects that corporate social responsibility (CSR) had on the credibility and image of a food corporation by analyzing the purchasing intention and food purchases of consumers. This analysis was undertaken in an attempt to establish a marketing strategy that meets consumer demands, and the results showed that all CSR activities undertaken by the food corporation had a positive effect on the reliability and image of the corporation and on consumers' purchase intention. The results indicate that the ethical aspect of the CSR activities had the greatest effect while their charitable aspect had the least effect on the reliability and purchase intention of the customers regarding the food corporation. Thus, it appears that establishing of suitable ethical doctrines and guidelines for corporate management by food corporation is effective in emphasizing the ethical aspects of their policies through transparent management by means of fair trade.

• Journal of Distribution Science
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• v.13 no.10
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• pp.57-63
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• 2015

Purpose - This study investigates the effects consumer perceptions of wine attributes have on repurchase intention. It examineshow wine purchase channels (online or offline) influence perceptions about wine attributes and repurchase intention. Research design, data, and methodology - A total of 390 responses from Florida residents over 21 were collected using online surveys. Responses were analyzed using exploratory factor analysis to identify the underlying wine attribute factors. Multiple regression and multi-group analysis were employed to test the hypotheses. Results - Results revealed that consumer perceptions of wine attributes (sensory, origin, reputation, and price point) significantly influence their repurchase intention. Additionally, the effects of wine attributes on repurchase intentions were found to be significantly different based on the channel used. Findings indicated that wine attributes pertaining to reputation and price point strongly influenced repurchase behavior of online consumers, while offline wine consumers were influenced more by sensory and origin attributes. Conclusions - Study findings provide useful information for wine industry sales channels for developing new marketing strategies to effectively attract wine consumers to repurchase wine.

• Journal of Digital Convergence
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• v.9 no.5
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• pp.157-173
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• 2011

This study is to find out how the activities of Corporate Citizenship based on Economics, Law, Ethics, Philanthropy affect the purchase intention of comsumer. The survey used a random sample of more than 400 people across Seoul and Kyunggi-do. The coding data selected was analyzed by Cronbach's alpha and factor analysis. And then the multi-regression analysis carried out and these results were impacted on all assumptions we set up originally.

• Journal of Information Technology Applications and Management
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• v.13 no.2
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• pp.127-143
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• 2006

As the number of Internet users increases, online shopping malls are gradually flourishing and sales are continuously growing. However, since consumers are not able to check what they purchase when buying products on the Internet, they are bound to have higher risk perception than buying directly from off-line stores. Especially, sporting goods require a special attention because a preliminary test is important. Therefore, the risk perception is much higher when people purchase sporting goods online. This study first identifies the multi-dimensionality of risk perception. Then, it investigates whether online purchasing experience of sporting goods makes differences in the level of risk perception. In addition, it examines whether the risk perception by those who had an experience in purchasing sporting goods online affects the customer satisfaction. This study has identified five dimensions in the concept of risk perception, such as financial risk, performance risk, security risk, delivery risk, and psychological/physical risk. A statistical analysis shows that people without an experience in purchasing sporting goods online have perceived significantly higher performance risk, security risk, and psychological/physical risk than those with online purchasing experiences. Finally, this study has found that delivery risk, financial risk, and psychological/physical risk have significant negative influences on the customer satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.506-520
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• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.