• 복식문화연구
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• 제27권6호
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• pp.553-568
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• 2019

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

• 디지털산업정보학회논문지
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• 제12권4호
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• pp.145-161
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• 2016

The purpose of this study is to investigate influences of usage motivation of SNS and interpersonal relationship orientation on Mobile Social Network Service(MSNS) addition proneness. For this purpose, questionnaires including MSNS addition Proneness scale, usage motivation of SNS scale and interpersonal relationship orientation scale were administered to 250 college students in Seoul. Regression analysis revealed that usage motivation of SNS showed influences of interpersonal relationship orientation. The Usage motivation of SNS showed influences of MSNS addiction proneness, interpersonal relationship orientation showed partial influence MSNS addiction proneness. The result of this study implicated that level of MSNS addiction tendencies needs to be considered for counseling with used of SNS motives. This study findings would contribute in development of preventive interventions for SNS addiction and improvement program for interpersonal competence in college students. Futhermore, exploration of various ways to satisfy motivation of interpersonal relation would be helpful to reduce SNS addiction tendencies. Finally, based on the result, implications of finding, limitation and suggestions for future research were discussed.

• 디지털산업정보학회논문지
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• 제11권2호
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• pp.181-192
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• 2015

A new communication revolution such as social networking service (SNS) has been transforming the way of interaction between people in both of individual level and organizational level. Recently many people have switched to closed type SNS such as Naver Band and Kakao group due to the several reasons. The purpose of this study is to investigate the usage motivation and satisfaction of SNS based on use and gratifications perspectives. Based on prior studies on use and gratifications of Internet-related media and SNS, information motivation, relationship motivation, pleasure/entertainment motivation, self-expression motivation, work motivation were identified as usage motivation of SNS. This empirical study explores how these motivations vary between open type SNS(facebook and twitter) and closed type SNS(band and kakao group). This study contributes to provide the base of activation strategies and practical implications for companies using SNS as a marketing tool.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.115-134
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• 2018

Purpose In recent years, mobile payment service users have been rapidly increasing. Previous researchers focused on the mobile usage situation such as the elements of mobile payment service, usage pattern, and user behaviors, and the research that is approached from the viewpoint of the user is still insufficient. The aim of this study is to suggest a acceptance-resistance motivation model of choosing a mobile payment service based on the Herzbergs Two-Factor Theory by investigating users' motivation and hygiene factors. Design/methodology/approach For the purpose, literature reviews on factors of choosing a mobile payment service were conducted and classified motivation and hygiene factors. Two hypotheses were set as follows: Hypothesis I is that motivation factors have a positive impact on the choice of mobile payment service, and Hypothesis II is that hygiene factors have a negative impact on the choice of mobile payment service. To test two hypotheses, this study conducted an online questionnaire survey and a multivariate discriminant analysis. Findings The result found that mobile payment service is more likely to be replaced with mobile by improving convenience, simplicity, and ease of use that affect the acceptance motivation of mobile payment service. This result supported the Hypothesis I but not Hypothesis II and contributed to provide implications for future mobile payment service development and marketing utilization.

• 디지털산업정보학회논문지
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• 제11권1호
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• pp.197-207
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• 2015

A new communication revolution such as social networking service (SNS) has been transforming the way of interaction between people in both of individual level and organizational level. Recently many people have switched to closed type SNS such as Naver Band and Kakao group due to the several reasons. The purpose of this study is to investigate the usage motivation and satisfaction of closed type SNS based on use and gratifications perspectives. Based on prior studies on use and gratifications of Internet-related media and SNS, information motivation, relationship motivation, pleasure/entertainment motivation, self-expression motivation, work motivation were identified as usage motivation of closed type SNS. According to the results, relationship motivation and work motivation were found to be significantly related to the satisfaction. But other motivation factors(information motivation, pleasure/entertainment motivation, self-expression motivation) are not significantly related to the satisfaction. Then satisfaction was found to be significantly related to the intention to use. This study contributes to give companies providing closed type SNS and using it as a marketing tool with the base of activation strategies and practical implications.

• 한국IT서비스학회지
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• 제13권4호
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• pp.289-308
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• 2014

Mobile instant messaging (MIM) has been widely used in modern society due to its portability, speed and ease of use. In addition to simple text-based messaging, mobile instant message has now expanded to include graphics, images, and video. Many instant message service providers attempt to differentiate their service by providing an unique emoticon. Therefore, understanding the factors that affecting the continuous usage of emoticon is essential to capture users' interest. There is relatively little study on emoticon in information systems field. Hence, this study attempts to explore the continuous usage of emoticon through exploring the property of emoticon and usage motivation of emoticon. Based on the results, this study attempts to demonstrate practical implication of marketing on understanding user interest to mobile instant messenger service provider.

• 동아시아식생활학회지
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• 제20권1호
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• pp.149-158
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• 2010

The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

• 한국산학기술학회논문지
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• 제9권1호
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• pp.202-213
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• 2008

본 연구에서는 디지털사진의 등장과 더불어 변화하는 시장 환경에 대응하기 위한 새로운 비즈니스 모델 구축을 위해 이용충족이론과 기술수용모델을 적용하여 소비자혁신성에 따른 디지털사진 이용동기와 디지털사진 인화서비스의 이용의도와의 관계모형과 가설을 설정하였다. 이에 대한 연구결과는 첫째, 혁신성과 이용동기와의 관계모형에서는 혁신성이 오락성, 사회성, 경제성에 정적인 영향력을 미치는 것으로 나타났다. 둘째, 혁신성과 이용의도와의 관계모형에서는 혁신성이 이용의도에 정적인 영향력을 미치는 것으로 나타났다. 셋째, 이용동기와 이용의도와의 관계모형에서는 편리성, 오락성, 경제성, 사회성이 이용의도에 정적인 영향력을 미치는 것으로 나타났다.

• 복식문화연구
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• 제31권4호
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• pp.489-503
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• 2023

This study utilized the unified theory of acceptance and use of technology 2 (UTAUT2) to examine usage intentions associated with virtual fitting services. Six independent variables were examined: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The study collected responses from 445 participants who had utilized virtual fitting services. Regarding factors related to usage intentions associated with these services, performance expectancy and social influence were found to significantly influence the usage intentions associated with photo-based virtual fitting services. Furthermore, performance expectancy, social influence, and habit significantly influenced the usage intention of avatar-based virtual fitting services. This suggests that higher levels of performance expectancy and social influence positively impact the usage intentions associated with both types of virtual fitting services, while habit influences only avatar-based virtual fitting services. Moreover, the findings confirm that effort expectancy, facilitating conditions, and hedonic motivation from UTAUT2 do not significantly influence usage intentions associated with virtual fitting services. By analyzing factors influencing potential customers' virtual fitting service usage intentions, this study can suggest effective strategies to increase usage intentions for companies providing virtual fitting services. Additionally, these findings can be utilized in the formulation of virtual fitting service marketing strategies.

• 한국의류학회지
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• 제41권5호
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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.