• The Journal of the Korea Contents Association
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• v.10 no.9
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• pp.318-326
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• 2010

In this paper we investigate the factors influencing the purchase intention of Smart-Phone which was introduced recently. Smart-Phone is a new information technology that converges PDA into a mobile phone. It has a various functions such as phone, information processing, Internet search etc. New information technology like Smart-Phone gives us a very important and interesting research issue, which is to find and prove the factors influencing the purchase intention. We try to find and prove the factors influencing the purchase intention of Smart-Phone by expanding Technology Acceptance Model. We include the perceived playfulness to the research model in order to analyze the factors. This empirical paper proves that the perceived usefulness, the perceived ease-of-use, and the perceived playfulness give positive effects to the purchase intention. In addition, this paper indicates some managerial implications that various and useful applications and the easy user interface can help to increase the degree of user acceptance.

• Journal of Fashion Business
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• v.27 no.3
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• pp.1-18
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• 2023

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.

• Journal of the Korean Society of Costume
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• v.66 no.3
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• pp.121-134
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• 2016

The purpose of this study is to explore the effectiveness of marketing strategies of children's clothing line for global SPA brands among Korean consumers. The following factors were evaluated as the dependent variables: benefits sought, store attributes, and brand loyalty. We employed a survey method to test our research questions. The subjects of our survey were mothers with preschool kids between 2 and 7 years who had purchase experiences of children's clothing lines of global SPA brands. The major findings are as follows: First, among the three factors of benefits sought ('trend'/'brand value'/'practicality'), the 'trend' factor only positively impacted the 'product' factor, which is part of the store attributes. 'Practicality' and 'trend' factors had a positive effect on the 'service' factor of store attributes. However, all three factors of benefits sought had no impact on the 'store' factor, and 'practicality' and 'trend' factors had positive effects on the price factor of store attributes. Second, 'practicality' and 'trend' factors among the three factors of benefits sought, had positive effects on brand loyalty. Third, the 'product', 'price', 'store', and 'service' factors had a significant positive effect on brand loyalty in decreasing order. Suggestions from our results for national SPA brands are as follows: National SPA children's clothing lines should focus more on unique designs and unique marketing strategies better reflecting Korean consumers' interest and needs in competing with their global counterparts.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.303-316
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• 2014

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

• Fashion & Textile Research Journal
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• v.17 no.6
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• pp.932-941
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• 2015

An aging population and increasing consumer demand for high-quality and innovative new products are key drivers for growth in the cosmeceutical industry. Cosmeceuticals are defined as products with biologically active ingredients that have a measurable effect on the user. This study explored the effects of shopping orientation and store attributes on impulse buying behavior for cosmeceuticals. We obtained 437 usable questionnaires from university students who had purchased cosmeceutical products. Data analysis was conducted using confirmatory factor analysis and structural equation modeling analysis via AMOS 18.0. The findings were: 1) hedonic shopping orientation and convenience shopping orientation had positive effects on product efficacy and promotion of the cosmeceutical store 2) brand shopping orientation had a positive effects on store atmospheric, skin care service, and brand of the cosmeceuticals store and 3) product efficacy and promotion of store attributes had a direct effect on impulse buying behavior for cosmeceuticals. Consumers who tended to enjoy the shopping to refresh themselves and to experience convenient shopping were likely to purchase cosmeceuticals impulsively, which mediated by the store attributes (product efficacy and promotion). Therefore, we confirmed partly causal relationships among the shopping orientation, store attributes, and impulse buying behavior of cosmeceuticals. Both managerial and theoretical implication for practitioners and researchers were discussed for managing product information more efficiently along with promotion strategies to trigger cosmeceuticals consumers in the context of shopping.

• The Research Journal of the Costume Culture
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• v.25 no.4
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• pp.433-447
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• 2017

This study reveals the components of college women's shopping orientations and compares the attributes of shoes accordingly. This study attempts to investigate the needs of consumers in the target market of young women by comparing the importance of shoe attributes with their shopping orientations and to provide basic data for efficient marketing strategies which could increase sales. Data was collected using a questionnaire survey. Of a total of 330 questionnaires, 319 were used for statistical analysis. The survey was carried out from July to August 2016. The 17 shopping orientation-related questions and 13 questions about shoe purchase attributes were measured using a five-point Likert Scale. SPSS 23 was used to carry out: descriptives, factor analysis, reliability analysis, cluster analysis, ANOVA, and Duncan's test. Shopping orientations were divided between brand orientation, pleasure orientation, trend orientation and utilitarian orientation. Shoe attributes were categorized into ostentation value, product value, economic value and aesthetic value. College women were divided into the following groups: active shopping, passive shopping, rational shopping and conforming shopping. According to the comparison of the importance of shoe attributes by consumer type among college women, a significant difference by group was found in ostentation value and aesthetic value only. Furthermore, the average scores on the importance of product value and economic value were very high without significant differences between groups. The study results would be available as basic data to help improving the visual image of shoes and product quality for brands targeting young women in the fashion industry.

• Smart Media Journal
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• v.13 no.4
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• pp.57-64
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• 2024

Attributes such as material, color, and fit in fashion images are important factors for consumers to purchase clothing. However, the process of classifying clothing attributes requires a large amount of manpower and is inconsistent because it relies on the subjective judgment of human operators. To alleviate this problem, there is a need for research that utilizes artificial intelligence to classify clothing attributes in fashion images. Previous studies have mainly focused on classifying clothing attributes for either tops or bottoms, so there is a limitation that the attributes of both tops and bottoms cannot be identified simultaneously in the case of full-body fashion images. In this study, we propose a deep learning model that can distinguish between tops and bottoms in fashion images and classify the category of each item and the attributes of the clothing material. The deep learning models ResNet and EfficientNet were used in this study, and the dataset used for training was 1,002,718 fashion images and 125 labels including clothing categories and material properties. Based on the weighted F1-Score, ResNet is 0.800 and EfficientNet is 0.781, with ResNet showing better performance.

• Korean Business Review
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• v.17
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• pp.83-110
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• 2004

In modern society, there exists a growing tendency that the product image, rather than the substance of the product, is given more and more emphasis. In other words, consumers tend to purchase a product whose brand image coincides with their self image. Today, it is one of the essential factors for marketing strategy of a modern enterprise to have brand image perceived by consumer self-image. The image, by affecting the perception of consumers, explains the reason why some consumers choose one brand out of many brands that are available to them. Furthermore, brand-image perceived by consumers becomes more important factor in improving the company's market share. For this research, we investigated the theoretical background based on previous studies and collected statistical data through a market survey. The results of the actual research indicate that the attributes of the images differ notably depending upon demographic attributes; that the brand image judged by a customer is positively correlated to the customer's self image; and that the regression analysis of the purchase intention in accordance with coincidence of independent variables proved to be insignificant. But the correlation analysis of the variables shows that the sensuous image of a perceived brand image product notable differences in the purchase intention. Most of Consumers tend to prefer certain brand of causal wears in accordance with their cognized brand-image and self-image: social self-image and actual self-image. Corporate must not spare any effort to establish differential advantage. through better image or changing image. Also marketers have to identify the strengths and weakness of their brand in relation to the competition in setting up their brand management strategy. In conclusion, the outcomes of the study suggest that the consumers purchase the images of the brands, rather than the products themselves. Accordingly, in the clothes markets with similar quality levels, the emphasis should be put on differentiation of the brand images in order to further increase sales and maximize profits.

• Journal of Ginseng Culture
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• v.5
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• pp.97-114
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• 2023

Despite numerous studies, research on ginseng in aspect of an economic and business perspective are insufficient. Recently, research to reveal the economic cause of ginseng products purchase is drawing attention. The purpose of this study is to analyze empirically the factors of ginseng products purchase by international consumers from a microeconomic perspective. Using the survey data, we empirically investigate the determinants of ginseng products purchase by international consumers visiting Korea. We use a multinomial logistic model to find the determinants that influence the purchase of ginseng products. This study finds the followings. First, the economic factor is an important determinant of ginseng products purchase. The average daily expenditure has a greater impact on ginseng products purchase than household income does. Even though the average daily expenditure is high, they tend to buy less ginseng products when they prefer other products. Second, demographically, gender and age are also important determinants of ginseng products purchase. It has been found that elderly male consumers are more likely to buy ginseng products. Third, international consumers for leisure purposes have a higher probability of buying ginseng products than tourism consumers for other purposes do. Finally, destination attributes such as security (safety), ease of use of mobile/Internet, and ease of finding directions are also important factors affecting ginseng products purchase. In addition, it is found that the convenience of using the mobile/Internet, the ease of finding directions, and the convenience of shopping increase the probability of buying ginseng products by international consumers. This study is meaningful in that it explored the determinants of ginseng products purchase by analyzing individual consumers' ginseng products choices.

• The Research Journal of the Costume Culture
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• v.11 no.1
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• pp.47-65
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• 2003

The purpose of this study was to examine the characteristics of consumer evaluative criteria based on clothing quality perception of adult males and females. A demonstrative study was conducted using a questionnaire on adults over 20 years old who were considered to afford to purchase clothes. A total of 650 questionnaires were distributed, and among them, 380 were used for the demonstrative analysis. The study used SPSSWIN V.8.0 for the analysis. Factor analysis and reliability analysis were introduced as analysis methods using the varimax rotation to classify consumer evaluative criteria for clothing purchasing. In addition, frequency analysis, correlation analysis, 1-test, multiple regression analysis, and duncan test are executed. The study result is as follows. First. expectation, importance and performance are examined by customer quality perception. Four factors- practicability, care, aesthetics, and symbolism- are classified through the factor analysis of 19 evaluative attributes based on importance. Second, differences of quality perception f3r expectation, importance and performance were found partly in customers' demographic characteristics. Third, the influential relation of satisfaction and quality perception is examined. Aesthetics and practicability have significant influence on the general satisfaction of evaluative attributes by performance.