• 대한가정학회지
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• 제40권4호
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• pp.27-44
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• 2002

The purposes of this study were 1) to identify predictors of consumers′ apparel purchase on Internet shopping malls and 2) to determine reasons that respondents didn\`t have purchase intention of apparel on Internet shopping malls. The data were collected via a self-administered questionnaire from 204 male and female students who experienced shopping for apparel on Internet shopping malls, living in Cheju and analyzed by factor analysis, multiple regression analysis, t-test and paired t-test. Two predictors were found regarding purchase of apparel on the "big box" Internet shopping malls which sells various product categories; apparel quality and fun of order process. On the speciality Internet shopping malls which sells only fashion goods, diverse apparel assortment and easy handling and fun of information search were identified as predictors of apparel purchase. Reasons that respondents didn′t have purchase intention of apparel on Internet shopping malls were summarized and labeled as: difficulty of decision making due to virtual shopping environment, insufficiency of diverse apparels, users′ unease handling, risk of incredible apparel quality, unfamiliarity of Internet shopping and risks of unsecurity. Difficulty of decision making due to virtual shopping environment was determined as the most important factor of reasons that respondents didn′t have purchase intention of apparels in website.

• 한국시스템다이내믹스연구
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• 제13권1호
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• pp.159-182
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• 2012

Strategic decision on the execution of national security improvement project is greatly important for the present and future national security. Though, the importance of strategic decision, decision making process has been executed under one-way thinking framework. This research provides a decision-making tool with make-or-buy approach for the national security improvement policy execution methods: foreign purchase and military R&D project, and, via simulation, confirms dynamic change of military capability index respect to change in ratio of foreign purchase and military R&D. A result shows that current ratio of foreign purchases and military R&D is insufficient for national security improvement policy goal. Applying the model from this research provides an appropriate ratio for short term and long term defense strategy and policy goal, and consequent result of increase in national security capability. Thus, this research model can be effectively utilized for national security improvement project.

• 동아시아식생활학회지
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• 제15권4호
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• pp.475-482
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• 2005

As Korea has approached the aging society, older Koreans have become an important force in restaurant sales today. To succeed with this silver market, it is important for restaurant managers to know who they are and which factor influence the older Koreans' eating-out decision making process. The purpose of this study was to investigate the effect of the elderly consumers financial independency on restaurant selection process. Data were collected from 178 older consumers above 55 years old and analyzed using the descriptive statistic analysis, MANOVA, and one-way ANOVA. The results showed that the elderly consumers financial independency significantly influenced the decision making process in determining where they eat out Significant differences were found between high income group and low income group in the Problem Recognition Step(Wilks' Lambda=0.776, F=3.796), Information Search Step(Wilks' Lambda=0.779, F=2.959), Alternative Evaluation Step (I :Wilks' Lambda=0.835, F=1.748/ II :Wilks' Lambda=0.764, F=3.212), and Purchase Decision Step(Wilks' Lambda=0.849, F=2.412), except the Post-Purchase Behavior(Wilks' Lambda=0.933, F=1.179). The more financially independent older consumers were, the more directly they were involved in the eating out decision making process. Older consumers with higher income and more personal property were likely to 'propose to eat out by themselves'(F=10.986), to obtain restaurant information from the 'printed materials'(F=9.707), to consider 'convenient location' as most important factor when they eat out(F=5.594), and to go to 'family restaurant'(F=7.067), 'Japanese restaurant'(F=7.391) and 'fine dining restaurants'(F-=6.382). In conclusion, we found that the elderly consumers financial independency did influence the eating-out decision making process. Considering that older Korean will become a financially independent consumer and will be eating away from home more often, food service operations should actively position themselves for this market and develop the market-driven menus and services to meet their needs and expectations.

• Human Ecology Research
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• 제56권6호
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• pp.555-571
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• 2018

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decision-making processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion. The results of the study are summarized as follows. The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles. The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources. The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items. The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products. The consumption stage examined the usage frequency and usage method. The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service. The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior. Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity. This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

• 한국식생활문화학회지
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• 제20권6호
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• pp.638-643
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• 2005

As Korea has approached the aging society, older Koreans have become an important force in restaurant sales today. To succeed with this silver market, it is important for restaurant managers to know who they are and what factors influence older Koreans' eating-out decision making process. The purpose of this study was to investigate the effect of the silver consumers' education level on eating-out decision making process. Data were collected from 178 older consumers above 55 years old and analyzed using the descriptive statistic analysis, MANOVA, and one-way ANOVA. The results showed that the elderly consumers' education level significantly influenced the decision making process in determining where to eat out. Significant differences were found in the Problem Recognition Step(Wilks' Lambda=0.817, F=2.991), Information Search Step(Wilks' Lambda=0828, F=2.218), Alternative Evaluation Step II(Wilks' Lambda=0.741, F=3.596), Purchase Decision Step(Wilks' Lambda=0.859, F=2.223), and the Post-Purchase Behavior(Wilks' Lambda=0.885, F=1.780). The higher education level was, the more directly involved in the eating out decision process. The elderly consumers with university education were likely to 'propose to eat out by themselves'(F=9.346), to obtain restaurant information from the 'printed materials'(F=7.452), to go to 'family restaurant'(F=9.057), 'Japanese restaurant'(F=8.7891) and 'fine dining restaurants'(F=3.936), and to directly express their emotion when they had complaints about restaurant service(F=3.206). In conclusion, older Koreans will become more healthy and wealthy which means the dining out activity will be an important part of their life to socialize with people. Therefore, food service operations should consider the elderly consumers' needs and expectation of restaurant services and actively position themselves for this new market segment.

• Asia pacific journal of information systems
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• 제18권2호
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• pp.15-40
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• 2008

With the explosive growth of the Internet, Internet shopping malls have become recognized as one of the major purchasing channels for consumers, as well as one of the competitive distribution channels for companies that allow them to contact with customers without intermediaries. It has motivated information systems(IS) researchers to examine the factors influencing consumer behavior and the purchase decision process in the context of Internet shopping malls. Despite the extensive research that has been conducted on the purchase decision process of consumers in online shopping malls, the results have demonstrated a need for further understanding of consumer behavior due to the unique features of virtual space and the characteristics of online consumers. Previous studies from marketing and consumer behavior domains have suggested that the concept of involvement plays an important role in explaining consumers' purchase behavior. Despite the critical role of involvement and the explosive growth of e-commerce, little research has examined the role of involvement in the Internet shopping mall context. With this motivation, this study has two research objectives. First, it introduces and tests an theoretical model capable of better explaining consumers' intention to purchase in the Internet shopping mall context. The proposed model extends and integrates existing models on purchase intention by incorporating purchase experience, innovativeness, and perceived self-control as the consumer factors, along with perceived risk, information provision, and perceived price as the Internet shopping mall factors. Second, this study examines how involvement differences may affect consumers' intention to purchase. For this purpose, two factors from involvement theory, involvement type and involvement level, are introduced into the research model as moderating variables. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. All question items were measured with a seven-point, Likert-type scale, with anchors ranging from 'strongly disagree' to 'strongly agree.' Two IS researchers reviewed the instrument and checked its face validity. We collected empirical data for this study over a period of two weeks from subjects who had purchase experiences through Internet shopping malls. A total of 473 complete and valid responses were obtained. We carried out data analysis using a two-step methodology with AMOS 4.0. The first step in the data analysis was to establish the convergent and discriminant validity of the constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical results partly support the proposed model and identify the moderating effect of involvement differences. Theoretical and practical implications of the study are discussed, along with its limitations.

• 마케팅과학연구
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• 제13권
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• pp.135-158
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• 2004

본 연구에서 온라인 소비자들이 재방문단계(revisit stage)와 구매의사결정 단계(decision-making stage)에서 어떤 방문행동 특성상의 차이를 보이고 있는가를 파악하기 위한 목적을 가지고 있다. 인터넷 쇼핑몰 시장에서 어떤 방문행동특성을 가진 온라인 소비자들이 지속적으로 같은 사이트를 방문하고, 구매행동을 하는지에 관한 정보는 사이트 관리자의 입장에서 볼 때 수익성 제고 측면에서 공헌하는 바가크다. 특히 본 연구에서는 2단계 Mixture Model 율 이용하여 온라인 소비자들의 방문행동 특성을 파악함으로써 인터넷 쇼핑몰의 경쟁력을 강화활 수 있는 세분시장 결정방법을 제시하고자 한다. 또한 사이트 재방문단계 (revisit stage) 와 구매의사결정 단계 (decision-making stage) 훌 통한 온라인 소비자들의 방문 행동 특성 정보는 사이트 경쟁력 강화를 위한 전략적 시사점율 제공해줄 것으로 기대된다. 본 연구는 온라인 소비자들의 구매의사결정이 재밤문단계 (revisit stage) 와 구매단계 (purchase stage) 라고 하는 2단계 의사결정과정을 거치고 있음을 보여주는 실증분석을 통해 온라인 소비자들의 방문행동 특성을 파악하여 이에 적합한 대응전략을 전개할 수 있음을 논의함으로써 온라인 소비자들의 방문행동 특성을 사이트 밀착도 및 항해유형에 따라 파악할 수 있다는 학문적 공헌점을 제시 하고 있다.

• 복식문화연구
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• 제18권1호
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• pp.118-132
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• 2010

The purpose of this study is to understand factors of risk perception and purchase obstruction by consumer characteristics and purchase experience of clothing in online. The collection of the research materials was progressed by online and offline. Out of 374 usable questionnaires used for examining this study, 278 questionnaires were collected from offline and 107 questionnaires were collected from online. Frequency analysis, factor analysis, reliability analysis, t-test, One-way ANOVA and multiple regression analysis using SPSS WIN 12.0 were conducted. Three factors of perceived risk were extracted: harmonic/image, quality/shopping process, payments. Based on these dimensions, ANOVA was conducted. The results indicated that the more purchasing experience people had, the less the extent of perceived risk they got, and quality/shopping process risk mostly among them. As the factors which obstruct purchasing decision, a security obstruction, a reliability obstruction, a convenient obstruction and an information insufficient obstruction are extracted. Also, the factors have got the result of same aspects as the perceived risk recognized by the Internet shopping experience. Meaningful differences between groups appear at security obstruction, reliability obstruction, and convenient obstruction. Perceived risk almost influenced on purchase obstruction when purchasing clothes in Internet shopping mall. When consumers perceiving harmony/image risk highly make decisions, they usually hesitate or abandon due to reliability obstruction, convenient obstruction. All the factors: including security obstruction, reliability obstruction, convenient obstruction and information insufficient obstruction made consumers perceiving quality/shopping process risk highly obstruct purchase decision.

• Asian Journal of Business Environment
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• 제13권1호
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• pp.9-19
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• 2023

Purpose: The purpose of this research paper is to explore what factors that affect customer purchase decisions in the online environment, particularly after the COVID-19 pandemic in the case of Vietnamese customers. Research Design, Data and Methodology: To clarify which factor has the most significant impacts on online purchasing decision-making process, this study proposed a research model including factors such as customer trust, proposensity to trust, system assurance, the quality of website design, attitude, and customer satisfaction. This study collected the data via online survey. Data analysis was conducted by AMOS 25.0 using the Structural Equation Modeling (SEM) method. Result: The results of this study shows that the purchase decisions were positively affected by customers' attitude, satisfaction, trust, and the quality of websites design. Additionally, factors such as perceived size and reputation and system assurance, have impacts on buyers' trust, while the propensity to trust has no significant impact. Conclusion: This study provides managerial implications. The results provide which factors should be improved to foster trust, attitude, customer satisfaction, and purchase decision in the online environment. The results also provide managerial implication on marketing strategies how to enhance better relationships with customers and to consider environmental issues in the era of post COVID-19.

• 복식문화연구
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• 제31권5호
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• pp.607-626
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• 2023

This study analyzes consumer fashion purchase patterns from a big data perspective. Transaction data from 1 million transactions at two Korean fashion brands were collected. To analyze the data, R, Python, the SPADE algorithm, and network analysis were used. Various consumer purchase patterns, including overall purchase patterns, seasonal purchase patterns, and age-specific purchase patterns, were analyzed. Overall pattern analysis found that a continuous purchase pattern was formed around the brands' popular items such as t-shirts and blouses. Network analysis also showed that t-shirts and blouses were highly centralized items. This suggests that there are items that make consumers loyal to a brand rather than the cachet of the brand name itself. These results help us better understand the process of brand equity construction. Additionally, buying patterns varied by season, and more items were purchased in a single shopping trip during the spring season compared to other seasons. Consumer age also affected purchase patterns; findings showed an increase in purchasing the same item repeatedly as age increased. This likely reflects the difference in purchasing power according to age, and it suggests that the decision-making process for pur- chasing products simplifies as age increases. These findings offer insight for fashion companies' establishment of item-specific marketing strategies.