• 한국IT서비스학회지
• /
• 제21권4호
• /
• pp.123-140
• /
• 2022

In the ever-increasing online secondhand product market, the perceived risk of online used products purchase was identified as a factor influencing consumer purchase intention. The results of this study are as follows. First, the relationship between the perceived risk of online secondhand purchase and purchase intention was presented with somewhat different results for each sub-risk factor. First of all, a significant negative causal relationship between physical risk, time loss risk, psychological risk, social risk and online used product purchase intention was verified. On the other hand, financial risk and functional risk did not show a statistically significant relationship with online used products purchase intention. Second, as a result of research on the moderating effect of purchasing experience, offline purchasing experience of used products and online purchasing experience were verified differently. First of all, the moderating effect of the online purchase experience of used products was significant only in the relationship between psychological and social risks on the intention to purchase used products online. The experience of purchasing used products online is believed to reduce uncertainty about the surrounding response to purchasing used products online and weaken the intention to purchase used products online by reducing tension and concerns about purchasing them. Other risks, such as financial risk, performance risk, physical risk, time loss risk, and online purchase experience of used products, were verified to have no significant effect on online used products purchase intention. In addition, the offline purchase experience of used products did not verify a significant moderating effect on the effect of all perceived risks on online used product purchase intention.

• 지식경영연구
• /
• 제16권4호
• /
• pp.109-132
• /
• 2015

We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both offline and online. By applying the Vector Autoregressive Model, we empirically find out how the relationship between existing products and new products changes between the shopping channels. Our empirical findings are as follows. First, the sales effects from existing products to new products are significantly positive at both offline and online channels, and this positive effect is greater in the offline channel than in the online channel. Second, the influence of new products on existing products is more positive in the offline channel than in the online channel. Third, the impact of existing products sales on new products sales is greater than that of new products on existing products. Lastly, the inertia effect, the effect within the same shopping channel and the same selling product, is significantly positive in the offline channel but not in the online channel, and this asymmetric inertia effect emerges as we focus on experience goods. Moreover, the impulse response function analysis provides the three important implications. First, companies should pay attention to the same channel but different types of products. Second, the offline channel is more vulnerable to market shock than the online channel. Third, new products sales vary by existing products sales to the greater extent, compared to the opposite relationship. We believe our study contributes theoretically and practically to the fields of marketing and knowledge management.

• 유통과학연구
• /
• 제21권4호
• /
• pp.103-111
• /
• 2023

Purpose: The purpose of this study was to analyze Korean sports consumers' intention to stay using online sports products and services through online sports distribution platforms or return to using sports facilities and services in person. Research design, data and methodology: This study set up two models measuring consumers' recognition, attitude, and purchase intention toward online sports products and services based on involvement theory. An online survey was conducted and a total of 2,263 consumers participated in this study. Male participants were 1,256(55.5%) and female participants were 1,007(44.5%). Descriptive statistics were performed, and a path analysis was utilized to analyze the proposed model using SPSS 26 and SAS. Results: The results revealed two proposed models used in this study supported that consumers' online sports product and service recognition leads to a positive attitude toward online sports products and services. Moreover, consumers' positive online sports product and service attitudes were shown to lead to positive intentions to purchase online sports products and services. Conclusions: The findings revealed the recognition of consumers' online sports products and services led to positive attitudes and behavioral intentions. Implications were provided by suggesting the sports industry stick to developing online sports products and services until the endemic of COVID-19 is declared.

• 농업과학연구
• /
• 제51권2호
• /
• pp.97-108
• /
• 2024

During the COVID-19 pandemic, the online agricultural and food products market has experienced substantial expansion. This study aims to examine the factors influencing consumers' online purchasing behavior, their satisfaction levels regarding price and quality, the frequency of online transactions, and their future purchasing intentions concerning key short-term non-timber forest products. The analysis is based on survey responses obtained from 1,000 consumers across the nation. Results reveal that while online purchasing of non-timber forest products may not be as active compared to other sectors, various consumer behavior characteristics such as online purchase experience, socio-economic variables, online purchase dependency, and information utilization significantly influence purchasing decisions. These findings shed light on the understanding of consumer behavior through online platforms, particularly in non-timber forest products where analytical attempts have been relatively scarce compared to other agricultural products. The insights derived from this analysis could serve as fundamental data for understanding online consumption patterns, especially in sectors where research on consumer behavior remains limited. To expand the consumption of short-shelf-life perishable goods, which relatively have lower online consumption compared to other fresh agricultural products, it is necessary to conduct analyses that identify the socioeconomic characteristics and corresponding needs of consumers. Additionally, analyses should be conducted to explore the potential for developing and utilizing processed foods for online consumption. These analyses should be carried out in conjunction with an understanding the socio-economic characteristics identified in this study.

• 패션비즈니스
• /
• 제12권6호
• /
• pp.124-137
• /
• 2008

The present study was implemented to understand high school girls' buying patterns of fashion products at online and offline shopping malls; and to obtain the information needed for the development of online and offline mall marketing strategies that are differentiated from each other. The study was conducted through a descriptive survey method using questionnaires. The sample consisted of 242 girls from four high schools located in Seoul. Descriptive statistics, cross-tabulation and a paired t-test were used for the analysis of the data. Results are as follows: First, most of the high school girls (82.2%) had experience of purchasing fashion products at online shopping malls. And, those who have purchasing experience at online shopping malls, compared to those who do not have such purchasing experience, showed a higher purchasing intension at online shopping malls. Second, both the degree of pre-purchase searching and ongoing searching was higher in online shopping than in offline shopping. Third, the quality of material, place produced, brand name, and store atmosphere/type were considered more in offline shopping than in online shopping. Shopping convenience and information service about the products were considered more in online shopping than in offline shopping. Fourth, the purchasing frequency of underwear and hair accessaries was higher at offline stores than online shopping malls, but the purchasing frequency of bags was higher in online stores than offline stores. When the differences between the purchasing patterns at online shopping malls and offline stores are considered carefully, marketing activities would be more effective.

• 복식문화연구
• /
• 제21권1호
• /
• pp.129-138
• /
• 2013

Consumers' perception of risk plays a major role in how they make online purchase decisions. Since online shopping is perceived to be riskier than in-store shopping, consumers engage in a variety of risk reduction strategies such as searching online for alternative products and alternative e-tailers. This study examines the influence of risk involvement on risk reduction strategies and customer satisfaction. It discusses three aspects of risk reduction strategies: time spent in making a purchasing decision, searching for alternative e-tailers, and searching for alternative products. Data from 294 female shoppers who had experience in purchasing fashion products online was analyzed. This study found that risk involvement had a positive influence on the time spent in making decisions, while the influence of risk involvement on searching for alternative retailers and alternative products was not significant. However, consumer satisfaction was negatively related to search for alternative retailers and positively related to risk involvement. This study provides a better understanding of customers' risk involvement and risk reduction strategies in online shopping. This information would be beneficial for marketers and retailers to reduce customer perception of risks and to promote online sales.

• 유통과학연구
• /
• 제20권3호
• /
• pp.33-43
• /
• 2022

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

• 한국콘텐츠학회논문지
• /
• 제22권7호
• /
• pp.149-163
• /
• 2022

문화산업의 발전에 따라 문화상품의 온라인거래가 활성화되고 있으며 웹 사이트에서 제공하는 정보와 고객과의 관계수립이 온라인 구매의사결정에 중요한 영향을 미치고 있다. 본 연구의 목적은 문화상품의 온라인 판매사이트에서 제공되는 정보와 관계혜택이 온라인구매의도에 미치는 영향을 살펴보고, 이러한 영향이 공연상품과 상영상품 간에 차이를 보이는지 실증분석을 통해 밝히는데 있다. 연구결과를 살펴보면 첫째, 전체의 경우 정보제공과 관계혜택 모두 온라인구매의도에 유의적 영향을 미친다. 둘째, 공연상품(연극)의 경우 상품이해정보, 경제적 관계혜택 및 고객화 관계혜택은 유의적 영향을 보였으나 상품구매정보는 유의적 영향이 없는 것으로 나타났다. 셋째, 상영상품(영화)의 경우 상품구매정보와 경제적 관계혜택은 유의적 영향을 보였으나 상품이해정보와 고객화 관계혜택은 유의적 영향이 없는 것으로 나타났다. 결론적으로 정보제공과 관계혜택이 온라인구매의도에 미치는 영향은 문화상품에 따라 차이가 있으며, 경제적 관계혜택은 모든 경우 온라인 구매의 사결정에 중요한 영향요인인 것으로 나타났다. 이러한 연구결과는 문화상품의 온라인거래에서 고객관계관리를 비롯하여 차별화된 마케팅전략을 수립하는데 도움이 될 것으로 기대된다.

• 유통과학연구
• /
• 제18권10호
• /
• pp.53-64
• /
• 2020

Purpose: With the emergence of high technology in China, online shopping distribution of fresh agricultural products have been developing rapidly. This study built a model to investigate how perceived quality of products and logistic services, perceived risk, and perceived cost affect intention to buy fresh agricultural products in an Internet environment. Especially, in the purchasing process, attitude may work as an important mediator. Research design, data and methodology: To achieve the objectives of this study, Chinese respondents were asked to fill in a questionnaire through the China online survey website. With 520 available data, regression analysis was used to test the hypotheses. Results: Results indicate that perceived quality of fresh agriculture products and perceived logistics service quality have a significant positive impact on attitude and purchase intention. Results also reveal that perceived risk and perceived cost affect attitude and purchase intention negatively. Finally, results imply that attitude has a positive effect on purchase intention, which is the unique mediator in the online shopping process. Conclusions: This study suggests that managers in the online shopping distributions of fresh agricultural products should improve the quality of products and logistics services along with the reduction of the perceived risk and cost to compete in the China market.

• 유통과학연구
• /
• 제18권10호
• /
• pp.65-75
• /
• 2020

Purpose: This study aims to examine how to review contents of experiential and utilitarian products (e.g., skincare products) and how to affect review helpfulness by applying natural language processing techniques. Research design, data, and methodology: This study uses 69,633 online reviews generated for the products registered at Amazon.com by 13 Korean cosmetic firms. The authors identify key topics that emerge about consumers' use of skincare products such as skin type and skin trouble, by applying bigram analysis. The review content variables are included in the review helpfulness model, including other important determinants. Results: The estimation results support the positive effect of review extremity and content on the helpfulness. In particular, the reviewer's skin type information was recognized as highly useful when presented together as a basis for high-rated reviews. Moreover, the content related to skin issues positively affects review helpfulness. Conclusions: The positive relationship between extreme reviews and helpfulness of reviews challenges the findings from prior literature. This result implies that an in-depth study of the effect of product types on review helpfulness is needed. Furthermore, a positive effect of review content on helpfulness suggests that applying big data analytics can provide meaningful customer insights in the online retail industry.