• Fashion & Textile Research Journal
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• v.12 no.1
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• pp.38-45
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• 2010

Cosmetics retailers would benefit from studies that examine which shopping-mall attributes can be manipulated to favorably affect consumer satisfaction and revisit intention at Internet. The purposes of this study were (1) to examine the dimensionality of shopping-mall attribute for cosmetics retailers, (2) to determine which dimensions of shopping-mall attribute were significant predictors of consumer satisfaction and revisit intention and (3) to find out the moderating effect of consumer satisfaction through shopping-mall attributes on revisit intention to buy cosmetics across the types of shopping-mall at Internet (i.e., total mall and specialty mall). Data were collected from 209 online cosmetic shoppers among high school girls. Factor analysis identified five dimensions of shopping-mall attributes at Internet, such as Convenience, Price, Loading speed, Sales promotion, and Service. Only two dimensions(i.e., convenience and service) were significant predictors of online shopper satisfaction in both total mall and specialty mall. The moderating effect of consumer satisfaction on revisit intention was significant in both two mall types at Internet. For total mall, price was a significant predictor through consumer satisfaction on revisit intention, while loading speed was a significant predictor directly on revisit intention for specialty mall. In light of the major findings, this study sets forth strategic implications for consumer satisfaction and revisit intention to buy cosmetics in the setting of electronic commerce.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.74-77
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• 2008

Online shoppers are not able to try clothing on. Therefore, the pictures of clothing on the website play a significant role when shoppers make decision on their purchase. There are generally three different ways to show clothing at online shops. The first one is showing only clothing images, and the second one is showing the pictures that have actual fitting models wearing clothing on (In this case, Model's face is mostly not shown in the picture.), and the third is showing the pictures of professional fitting models who wear goods. The shopping malls adopt each of the different ways but little is known about affect on purchasing from these three ways. The aim of this study is to figure out how the online shopper's emotional status is affected by these three ways of presenting pictures of clothing. At first, we developed a set of adjective words of human emotion to set up the evaluation criteria for user's emotional status. Those adjectives are originally from the precedent research on human emotion. To cut 99 adjectives down to a proper number for the criteria, we conducted a preliminary survey, and finally, 5 adjectives are selected as appropriate criteria for evaluating users' emotional status while they are shopping. Those five adjectives are 'possess','sensual', 'unique', 'tasteful', and 'stylish'. Then, we conducted the main survey showing 10 kinds of cloth (each cloth was consist of 3 ways). And in the page of model images, we measured the model's preference for understanding the relation with customer's emotion criteria of the product. As a result of the test there was statistically significant difference between product only images and anonymous images, but there was no significant difference between anonymous images and model images. And the preference of the model and value of the emotion criteria have large correlation except 'unique' criteria. It is expected that the result in this study will help to build new marketing strategy which satisfy customers' emotion.

• Asia-Pacific Journal of Business
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• v.5 no.1
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• pp.13-21
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• 2014

Shopping malls have become key players in the Indian retail space. Even in upcoming Indian towns, malls have been mushrooming. Raipur, the capital city of the Indian state of Chhattisgarh has witnessed the growth over the last few years. However, this unplanned growth of malls in cities is expected to lead to oversupply of mall space in the near future, making things difficult for mall developers. The study is an attempt to identify appropriate strategies for mall developers to iron out such kinks. This paper presents 'shopping experience' as a tool to compete, succeed and explore its composition in terms of its constituent factors. The paper uses Exploratory Factor Analysis (EFA) on a non-probability sample of 350 respondents. It condenses a set of twenty-two mall variables into five factors that directly influence the shopping experience. These factors included ambience, infrastructure, marketing focus, convenience and safety and security. In terms of significance, shoppers assigned different weightage to each of these factors. The study shed light on interesting insights regarding the expectations of mall shoppers in the city of Raipur. The results though interesting, may be extended to different social, economic and geographic contexts to check the universality. While strategizing, mall developers must assign proportionate effort on the factors based on the respective contribution to shopping experience. In light of intensifying competition in Raipur, the study is significant for future prospects of malls. In the absence of a scientific and objective basis, the developers run risk of making wrong investment and management decisions. This paper is a useful addition to the body of knowledge on management of shopping malls in India and is unique in terms of its focus on mall shoppers in the smaller Indian cities like Raipur.

• The Research Journal of the Costume Culture
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• v.16 no.3
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• pp.574-587
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• 2008

The purposes of this study were to classify shopper types by high-school girls' purchasing motivations of color cosmetics and to examine the effects of store evaluative criteria and information sources on store patronage behaviors. A questionnaire was developed based on the previous studies and was administrated to 534 high-school girls living in Busan High school girls were pursuing to cover and white their faces by using color cosmetics. The data was analyzed by factor analysis, chi-square test, cluster analysis, ANOVA, Duncantest, and regression analysis using SPSS 12.0. The results showed that they were classified Covering/whitening pursuing groups, Beauty pursuing groups, and Curiosity/conformity pursuing groups by their purchasing motivations of color cosmetics. High school are girls pursuing to cover and white their faces by using color cosmetics, and are were likely to visit low price specialty stores. This is influenced by their experiences and information from their friends or families. Girls using color cosmetics from their curiosity or conformity were likely to shop in low price specialty stores with a good layout and kind salespersons, while they were likely to use general specialty stores when they wanted to exchange and test cosmetics. These findings may provide useful implications for researchers and marketers related to color cosmetics markets of high school girls.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.45-62
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• 2015

This study is to develop cultural products based on 'Jeju Choga', which means the traditional houses in Jeju. For the product development, old literature review, field surveys, and consumer surveys were employed. Through old literatures and field surveys, the unique and visual characteristics of Jeju Choga were confirmed: A thatched roof with lattice pattern, a side wall and fences with porous stones, a 'Jungnang' serving as a gate, and a 'Pungchai' preventing strong sola radiation and 'Ollai' meaning a narrow street in front of the Choga. As a results of consumer survey conducted before the development of products, consumers highly recognized and associated Jeju Choga as Jeju representative image. The six basic patterns of Jeju Choga were drawn and eight textile designs were created through the repeated arrangements of the basic patterns. Using the created textile designs and digital printing method, the eleven new fabrics with the patterns of Jeju Choga were developed. The various kinds of ten bags and tow wallets made with the new fabrics. As a result of consumer evaluation for the twelve products made in this study, the scores of preference and purchase intention were above the average work for the most products of them. In particular, the preference and purchase intention of the square shoulder bag, the big-size shopper bag, and the small-size cross bag were very positively evaluated. Therefore, it is confirmed that Jeju Choga could be very useful as a motif for the development of cultural products focusing on Jeju tourism souvenir market.

• Asia Marketing Journal
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• v.15 no.2
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• pp.75-97
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• 2013

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

• Journal of Distribution Science
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• v.13 no.9
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• pp.81-93
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• 2015

Purpose - "Showrooming" refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of "showroomers," who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology - To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed. Results - Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions - These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.

• Journal of Service Research and Studies
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• v.5 no.1
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• pp.17-33
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• 2015

This study looked for employment services satisfaction surveys done in the UK, USA and Korea. And through which derived the following suggestions for improving Korea the employment service satisfaction survey. First, in terms of research design improvements to ensure the representativeness of the sample region for each center and branch-specific (job seekers and recruiters) requires the sampling design based on user scale. In addition, the sample design should be applied when considering specific user can be distributed. US is restricted to participants within 60 days for sampling and sample extraction once a month at least. Next in terms of survey improvements, it is necessary to apply a weighting part considering the regional characteristics. For this, the correct analysis of the employment center by the internal and external environment is required. And in the case of non-face-to-face service, complaints about worknet use is likely to be channeled into complaints about job centers provide services. It needs to improve on this. And for the improvements of business processes service by an in-depth study, it can be seen to review the possible introduction of a British mystery shopper.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.328-339
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• 2019

Shopping information contents shown on online shopping sites represent online retailer's intention to draw potential consumers' visual attention. However, unfortunately, previous studies in literature show that most of the shopping information contents are naively designed just to appeal to consumers' visual attention without systematic and logical analysis of consumers' possible different visual reactions depending on gender. To fill in the research void like this, this study proposes eye-tracking approach to investigating the research issue of how gender affects consumers' visual attention towards human brand image contents on the online shopping sites. For the sake of conducting related eye-tracking experiments, we adopted two types of products - notebook computer as a utilitarian product, and perfume as a hedonic product. Results revealed that female consumers show higher visual attention to human brand image contents than male consumers. Besides, significant gender difference exists on the human brand image contents more highly when they are attached with a hedonic product like perfume, than a utilitarian product like notebook computer. From the eye-tracking-based experiment results like this, this study suggested theoretical backgrounds about gender differences towards online shopping information contents and related human brand image contents as well.

• Journal of Distribution Research
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• v.7 no.1
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• pp.21-40
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• 2002

The purposes of this study were to examine the conceptual structure of consumer characteristics and marketing elements affecting impulsive buying behavior of the CATV home-shopper on fashion products, and to compare the differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers in CATV home-shopping. We collected data from 263 females of CATV home-shoppers in Busan. Data were analyzed by factor analysis, t- test, $\chi$2-test, and discriminant analysis. The results showed that the exploratory tendency of CATV home-shoppers was consisted of Patronage-orientation, and Product- orientation. The marketing elements perceived by CATV home-shoppers were composed of Promotion, Product and Payment method. There were differences of consumer characteristics and marketing elements between impulsive buying shoppers and non impulsive buying shoppers. Especially, impulsive tendency of shoppers and promotion factor of marketing were significant variables in the impulsive buying behavior of CATV home-shopping. The results provide information about impulsive buying behavior in CATV home-shopping, useful to consumer behavior researchers and retailers.