• The Research Journal of the Costume Culture
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• v.32 no.5
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• pp.597-618
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• 2024

This study investigates the preferences and purchase intentions of ZEPETO users regarding fashion brands that have recently joined ZEPETO, a leading metaverse platform in South Korea. The study surveyed 279 users in their 20s to 40s about their usage patterns, preferences, and purchase intentions toward products from brands like MCM, DKNY, Nike, and Puma. The results reveal that users in their 20s exhibited higher preference and purchase intention for Nike products, as well as greater purchase intention for Puma products. On the other hand, users in their 40s displayed a higher preference and purchase intention for MCM and DKNY products and a stronger preference for Puma products compared to other age groups. Users in their 30s showed a lower preference and purchase intention for both MCM and Puma products, a lower purchase intention for DKNY products, but a preference for Nike products compared to other age groups. Furthermore, men showed a higher preference and purchase intention for most brands, including MCM, Nike, and Puma. These results suggest that fashion brands on ZEPETO need to implement effective marketing strategies targeting users in their 20s and 40s, as well as male users. This study lays the groundwork for further research on the ZEPETO metaverse platform and provides foundational data for understanding user behavior, essential for establishing effective promotional strategies.

• Journal of Distribution Science
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• v.13 no.3
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• pp.51-60
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• 2015

Purpose - Among potential marketing strategies, the most efficient method to encourage purchase intention is through sales promotions. Sales promotions also serve to enhance customer satisfaction, which is closely related to the incidence of repurchases. Therefore, the success of retail stores greatly depends on the effectiveness of their promotional activities. The present study aimed to obtain the necessary information for apparel stores to establish more effective promotional activities. To this end, the study's specific research questions were to examine 1) consumer satisfaction with the recent sales promotions of retail apparel stores, 2) the levels of consumer preferences for different types of sales promotions (cash discounts, promotional gifts, prize drawings, discount coupons, stamp cards, or mileage cards), and 3) the differences in purchase intention according to preference levels for different types of sales promotions. Research design, data, and methodology - The research employed a descriptive survey method using a self-administered questionnaire. The sample consisted of 700 men (n=234) and women (n=466) ranging in age from their 20s to their 50s and residing in the Seoul area. Data were analyzed through methods including factor analysis as well as Cronbach's α coefficients, the t-test, ANOVA, and the Duncan test. Results - Differences among consumer preferences were identified for each type of sales promotion according to the purchase amount and the customer's age. In relation to purchase amounts below 500,000 won, participants in their 50s have lower preferences for price discounts than those in their 20s or 30s, whereas participants in their 40s or 50s have lower preferences for stamp cards and mileage cards than those in their 20s. When the purchase amount is greater than 500,000 won, housewives have higher preferences for promotional gifts than respondents with other occupations. However, no gender differences were found with regard to preference levels for the different types of sales promotions. Respondents generally exhibited mediocre satisfaction with the sales promotion events of retail apparel stores. They also expressed negative opinions about sales promotions when such promotions lead to high prices, as well as dissatisfaction with the poor quality of promotional gifts. It was also found that, regardless of the purchase amount, the groups with higher preferences for discount coupons and mileage cards displayed higher purchase intentions. Only when the purchase amount is greater than 200,000 won did the group with higher preferences for lottery system promotional gifts express higher purchase intentions. On the other hand, for all purchase amount sizes, there were no differences in purchase intentions according to preferences for cash discounts, promotional gifts, or stamp cards. Conclusions - The results revealed that greater effort must be devoted to enhancing consumers' satisfaction levels with the promotional activities performed by apparel retail stores. The results also showed that it is necessary to differentiate among sales promotion strategies according to preference levels for different types of sales promotions, purchase amounts, and target consumer ages.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.2
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• pp.333-345
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• 1997

The purposes of this study were 1) to identify the differences between the sexes in the perception of sexuality in jeans fashion advertising, 2) to find out the differences between the high and low sexy advertisements and the differences between the groups which had different orientation of the characteristics of new young generation in preferences of advertisements and intentions to purchase product in sexy fashion advertising. The data were collected using questionnairs which contained nine advertisements of Guess Jeans, from 441 college students (female= 225, male= 216) living in Seoul, Korea participated in the study and the data were and analyzed by paired 1·test and t-test. The results of this study were as follows: First, there were significant differences between male and female in the perceptions of sexuality in jeans advertisements. Second, by paired t-test, male preferred highly sexy advertisement to low sexy advertisement, and female's intention to purchase product was higher in the advertisement of high sex appeal than that of low sex appeal. Third, there were partially significant diferences between two groups which had different orientation of the characteristics of new young generation in preferences of sexy advitisements. The differences of intentions to purchase product between two groups were significant in highly sexual advertising. But in low sexual advertising, the significant differences between two groups were not found in advertisement preferences and intentions to purchase products.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.5
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• pp.796-808
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• 2017

This research shows how fashion curation service consumers (both fashion and image consultants) reveal different aspects towards a preferred image type among the correlation of fashion curation service usage motivation and fashion shopping propensity. These preferences also included the purchase intentions for fashion display service products. This study surveyed 300 men and women between the ages of 20-30 who were the main consumers of fashion curation services. 'Convenience, fashion trend, and exploratory' increased purchase intentions for fashion shopping propensity, 'information search for utility, entertainment, and personal expression' increased purchase intentions for fashion curation services and 'brand identity, consumer lifestyle, and product information' increased factors for the fashion curation service preferred image type. Consumer preferences varied according to different fashion curation service image type; however, all consumer group syndicated a difference in fashion curation service actions. For instance, fashion curation service consumers preferred a consumer lifestyle image, convenience, hedonic shopping orientation, and personal expression motivation had a positive influence on product purchase intention. However, the shopping orientation of 'fashion trend, practical information exploration, and entertainment motivation' had an optimistic influence on product purchase intentions for fashion curation service consumers who preferred a brand identity image and a product information image.

• Journal of Distribution Science
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• v.11 no.10
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• pp.5-15
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• 2013

Purpose - With the increase in fervor to purchase luxury brands, new social problems have arisen, such as excessive preoccupation with luxury brands and high preference for forged luxury goods. Therefore, the issues related to luxury brands, termed "Luxury Syndrome," have emerged as an area of great interest for researchers and practitioners. However, previous studies neglect to categorize this preference for luxury brands. Therefore, this study aims to identify the different purchasing behaviors of consumers using the types of luxury brands preferences as parameters. Research design, data, and methodology - This study arranges a causal relationship model assuming that purchase behaviors positively (+) affect typified preference for luxury brands and purchase intentions. We administered a questionnaire survey to the purchasers who bought luxury brands from department stores to secure additional data necessary to verify the hypotheses in this study. We then processed the data using SPSS 19.0. We further analyzed the basic data using frequency and descriptive statistical analysis, and verified the measurement tools through feasibility and reliability analyses. Moreover, this study uses multiple regression analysis to verify the hypotheses. Further, this study tests the path effect between luxury brand purchase attitude and purchase behavior, with non-intrinsic preference and intrinsic preference as the mediating variables. Results - Based on the results, the impact of tendencies of conspicuous consumption and self-monitoring on non-intrinsic preference was significantly positive (+), while the impact of tendencies of pursuit of a reference group, conspicuous consumption, and self-monitoring on intrinsic preference and purchase intentions was significantly positive (+). Further, non-intrinsic and intrinsic preferences positively (+) influence purchase intentions and the impact of non-intrinsic preference took an absolute portion. However, the tendency of dependence on brands negatively (-) impacts purchase intentions. The results showed that self-monitoring and conspicuous consumption tendencies have greater effect on purchase intention, which is mediated by non-intrinsic preference. In contrast, reference group following tendency has a greater effect on purchase intention, which is mediated by intrinsic preference. Conclusions - Based on the results, the study verifies that the consumption of luxury brands in Korea has not yet entered the settling period. The tendency for conspicuous consumption and the tendency for pursuit of the reference group were relatively important aspects for the consumers who prefer luxury brands non-intrinsically and intrinsically, respectively. Especially, it was found that the purchase intentions for forged brands originate from the tendency to depend on brands. Based on these findings, this study suggests the measures to develop and mature the luxury brands market, and reinforce marketing performance at the three levels, that is, government, distributors, and manufacturers. The luxury brands manufacturers should devote themselves to the production and design of products to catch the attention of mature consumers of luxury brands. The luxury brands distributors should then raise the level of Customer Relationship Management (CRM) for opinion leaders. Finally, the Government should prepare effective policies for the development of luxury brands and provide a variety of economic support.

• The Journal of Industrial Distribution & Business
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• v.14 no.4
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• pp.1-10
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• 2023

Purpose: This paper aims to investigate how self-regulatory focus (SRF) influences the relationship between perceived brand localness (PBL) and purchase intentions (PI). This research adopted both domestic and foreign-owned brands to examine the moderating effect of self-regulatory orientations and product types respectively to exclude the interference of brand origin. Research design, data, and methodology: This study surveyed Chinese consumers and collected data using social media applications. ANOVA analysis and PROCESS modeling were adopted to complete the empirical analysis. Results: This research demonstrates that brand origin does not inhibit the positive impact of PBL on purchase intentions regardless of whether it originates from mainland China or not. Study 1 proved that the effect of PBL on PI is more convincing among consumers with promotion focus orientations. In study 2, higher purchase intentions were found for hedonic perceived local brands among promotion-focused consumers while significant preferences were found for utilitarian perceived local brands among prevention-focused consumers. Conclusions: This research complements the literature about the potential psychological factors influencing PBL and contributes to marketers in developing effective marketing strategies and appropriate positioning decisions. Overall, this study has important theoretical and managerial contributions to international marketing, particularly in the context of the current recession.

• Journal of East Asia Management
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• v.2 no.1
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• pp.49-62
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• 2021

Multinational enterprises have adopted the form of business to successfully operate globally, and the overseas project has brought huge cultural exchange and penetration. The cultural liberalization also has improved the manufactured goods production and effect the consumers' purchase intentions. In this paper we focused on the influence factors that effected the cultural output, by investigating the actual consume market, using Structure Equation model(SEM model) to test the relationships among cultural preferences and purchase intentions of foreign products. Also, we evaluated the consumers' ethnocentrism's influences on cultural identity with other nations' cultural background. Lastly, we concluded that cultural identity has influences and complicate individual thoughts and purchase actions, it provides significance of impact of nation's soft power and whole economic development, and ethnocentrism has no significant influences on consuming foreign manufacture goods.

• The International Journal of Costume Culture
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• v.2 no.1
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• pp.62-76
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• 1999

The objectives of this study are to investigate consumer experiences with premiums, consumer preferences in premiums offered for clothing and the effect of premiums on clothing purchasing behaviors. A self-administered questionnaire survey was conducted to 610 men and women from ages 15 to 59 living in the Seoul metropolitan area from February 25 to March 9, 1999 ; 548 were used for the data analysis. Data was analyzed by descriptive statistics, t-test, ANOVA, chi-square analysis and Duncan's multiple range tests. Significant differences were found among selected demographic groups in information sources used for premium offers, experiences of receiving premiums, purchasing experiences due to premium offers, preferences between discount and premiums, additional purchase intentions because of premiums, and the premiums'influences. The groups with purchase experiences or brand and stores selecting experiences due to premium, showed significant differences in premiums'influences and the satisfaction levels with premiums. Regarding preferences between discount and premiums, significant differences were found in and the satisfaction levels with premiums.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.100-115
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• 2015

The main purpose of this study is to establish fundamental data for the development of processed food using mealworm after examination of preferences and purchased intention according to two types of cooking methods (saute and oven) and three shapes (original, chapping, and powder) of cooked mealworm. In particular, this study aims to facilitate the establishment of target market strategies about edible insects bringing food neophobia. The results show that males' and older persons' preferences and purchases intention were higher than those of female and younger people. The group having high health involvement and low food neophobia had higher preferences and purchase intentions than the group having low health involvement and high food neophobia. In addition, customers had highest preferences and purchase intention with powdered mealworm regardless of cooking methods and customers' characteristics. These research findings provide food developer with meaningful data for market targeting.

• Culinary science and hospitality research
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• v.22 no.6
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• pp.105-113
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• 2016

This qualitative study identifies the perceptions of organic food from the top two largest demographic profiles in Malaysia, which are the Malay and Chinese consumers. A total of four factors have been identified in previous research which are the most influential factors in regards to organic food purchase intentions and are categorized thematically - (1) health consciousness, (2) taste, (3) willingness to pay, as well as (4) family and culture influences. The understanding of the preferences and influences is crucial for foodservice providers and/or operators to not only attract new individuals to try organic food but also to minimize the uncertainty that arises in the food industry and achieve higher goals by understanding customers' perceptions.