The Factors Affecting Purchase Intention of Foreign Products : Focusing on Korean Cosmetic Products in Vietnam

부 티 프엉 울산대학교 대학원 2019 국내석사

The development of science in the field of technology and social culture has influenced the attitude of someone's life. Physical attractiveness is of high concern for people all around the world because it is in the human instinct to strive for perfection and new ways to express ourselves. Therefore, cosmetics were invented and quickly became an essential need of every person. Since the beginning of the twentieth-century, the cosmetic industry has been growing at fast track with a handful of multinational corporations which always try to give people various kinds of beauty products. According to a published report, a Nielsen survey conducted in 2017 indicates that in recent years, Vietnam’s cosmetics market has maintained strong growth, at about 16% a year, and consumers are willing to pay high prices for well-respected international brands. This indicates a huge potential for growth of this sector in Vietnam. Vietnamese consumers are familiar with Korean brand cosmetics compared with cosmetics from other countries. The market share for cosmetics products by foreign countries is as follows: Korea – 30%, EU – 23%, Japan – 17%, Thailand – 13%, US – 10%, and others – 7%. The Korean cosmetic products are often associated with “brand of youth”, “affordable price”, and “being fashionable”. This being the case, it is essential to examine the factors in which influence consumer intention to purchase new cosmetic products. This study examined the potential influences of Korean Wave on country of origin; country of origin on perceived quality and brand credibility; country of origin, perceived quality, brand credibility and subjective norms on the purchase intention of new Korean cosmetic products. Variables in this study are two independent variables which are Korean wave and subjective norm, three mediating variables which are country of origin, perceived quality and brand credibility, and finally, one dependent variable, the purchase intention of Korean cosmetics. These factors have been chosen in this study as the factors mostly affect the Vietnamese customer purchase intention toward Korean cosmetic product. In this study, a five-point Likert scale was used to measure the components of the research model (5 = strongly agree; 1= strongly disagree). The questionnaire included measurement items of Korean wave, country of origin, brand credibility, perceived quality, subjective norms and purchase intention. All of the items were modified from the previous research. The surveys were distributed via-online through several social media such as Facebook, Zalo, and email. A total of 241 questionnaires were collected and valid questionnaires were 200. The computer software program, Statistical Package for the Social Sciences (SPSS 22) and AMOS 22 were used for all statistical data analysis. There are two separated part analysis to analyze the data. In measurement scales test, data were initially evaluated by Cronbach’s Alpha and exploratory factor analysis (EFA) prior to accessing saturated model confirmatory factor analysis (CFA). Besides, convergent validity, discriminant validity, construct reliability (CR) and average variance extracted (AVE) were calculated to confirm that measurement scales achieved reliability standard. In research model test, structural equation model (SEM) and Bootstrap estimates were employed to analyze the relationships between predictors and dependent variables. The Structural Equation Modeling (SEM) was employed by AMOS 22 to examine the effect of independence factor on dependence factor. Structural equation modeling (SEM) appears to be the appropriate method for addressing the research question about multiple relationships between the dependent, mediating, and independent variables. The hypothesis testing revealed that all of 7 hypotheses had significant relationships between the variables and one hypothesis was rejected. The outcomes of this research will allow the Korean cosmetic firms to better understand Vietnam’s market and will help them to adopt effective strategies for Vietnamese cosmetic market. The findings of this paper will serve as a guide to Korean cosmetic company who has limited knowledge of Vietnamese customers. This will help them to formulate marketing strategies to gain from Vietnam’s cosmetic markets. This research provides valuable insights for Korean cosmetic companies that had joined Vietnam market or have the intent to invest in Vietnam cosmetic market by indicating the attitude is the most important determinant of purchase intention. The findings of this study suggest that Vietnamese customer has positive attitude toward Korean cosmetic product because of the effect of Korean Wave. As the result, this study suggests that Korean wave country of origin, perceived quality and subjective norms have signification effect on purchase intention of Vietnamese customers to buy Korean cosmetic products. In addition, this research show that brand credibility do not have signification effect to purchase intention of Vietnamese customer toward Korean cosmetic product. This research also helps Korean cosmetic retailers and manufacturers understand more about Vietnamese customer purchase intention behavior so they can develop effective marketing strategies to increase customer purchase intentions for the product

Analysis of Chinese Consumers' Purchase Intention: The Impact of Firms Innovation on the Purchase of New Energy Vehicles in China

DENG JUN 부경대학교 2021 국내박사

Innovation has become a driving force in socio-economic development. In particular, China's innovation in new energy vehicles is regarded as a major priority for solving the problems of traditional automobiles as energy shortages and environmental pollution intensify. Against this background, new energy vehicles will be an important opportunity for changing the direction of Chinese automobile industry while reducing greenhouse gas emissions. As a result of the launch of various new energy vehicle products, the issue of product homogenization has emerged, and automobile firms are increasingly concerned about how to increase their market share in the new energy vehicle consumption market. Accordingly, this research attempts to analyze the effect of innovative behaviors of new energy car companies on consumers' purchasing intention. Here, innovative behaviors refers to product, marketing, service, technological, and cultural innovations within a firm. A multifaceted approach was taken to determine how a company's innovation behavior will affect consumers' purchasing propensity. This study verified the structural equation model constructed using SPSS 21.0 and AMOS 26.0 software using survey data. Our results indicate that innovation behavior has a positive (+) effect on consumers’ perceived value . In other words, the product innovation, marketing innovation, service innovation, technological innovation, and cultural innovation of new energy vehicle firms are more likely to be perceived by consumers as a result of reflecting their needs, which can be seen to have a positive effect on product purchase. Second, the relationship between the innovation behavior of new energy vehicle firms and consumers’ perceived risks showed contradictory results. Marketing innovation and technological innovation had a negative (-) effect on product purchase by increasing the tendency of consumers to choose despite uncertainties about the innovation of new energy vehicles. Product innovation, service innovation and cultural innovation did not show a clear relationship with consumers’ perceived risk . This means that even if firms are chosen by consumers through technology and marketing for new energy vehicle products, the possibility of market rejection exists if product quality and infrastructure are not guaranteed. Third, consumers’ perceived value had a positive (+) effect on consumer purchase intention, but consumers’ perceived risk is found to have a negative (-) effect on consumers’ perceived value and on the purchase intention of the consumer. In other words, even if their needs are reflected, consumers are less likely to purchase products if they perceive that new energy vehicle products have uncertainties. Fourth, the consumers' innovative characteristics did not have a clear moderating effect in the process from perceived value to the purchase intention of the consumer, but it has a clear positive moderating effect in the process from perceived risk to the purchase intention of the consumer which indicates that consumers' preference for new energy vehicle products helps to stimulate consumption. Based on these conclusions, this paper presents several proposals for government, firms, and consumers to manage innovative behaviors of new energy vehicle firms. First, the government should build an infrastructure for the spread of new energy vehicles. In other words, if there is no charging station in an area where there is a lot of demand for electric vehicles, consumers' purchase intention will decrease. Therefore, the government needs to focus on industry-university R&D investment cooperation focusing on expanding the technological competitiveness of new energy vehicles rather than subsidizing electric vehicle charging stations that cause an imbalance in supply and demand. Second, firms should increase the efficiency of batteries through innovation in core technologies to expand the supply of new energy vehicles. In particular, it is necessary to transform the marketing paradigm for new energy vehicles by using the strength of China's local supply chain, and through this, it is necessary to strengthen innovation in terms of products, service, and culture. Finally, consumers should be encouraged to embrace the new energy vehicle industry, by understanding that purchase can be the growth engine of this industry. Ultimately, this increase in potential consumers will serve as a catalyst for innovation in China's new energy vehicle firms. This study establishes a theoretical model of innovative behaviors of new energy vehicle firms, consumer perceived value and risk, consumers’ innovative characteristics, and purchase intention. However, this research has limitations in tracing the correlation between the innovative behaviors of new energy vehicle firms and how they may change consumers’ preferences through the structural equation model. Follow-up studies will aim to resolve these limitations.

(A) Study On the Purchase Intention Of Online Consumer : Focused On Online Review

Yu Haiyan 호서대학교 대학원 2021 국내박사

With the rapid development of Information technology, the rise of Internet shopping and the emergence of online merchants and online consumers, consumers’ purchase behavior and enterprises’ marketing strategies have undergone significant changes. According to the literature survey of online consumer shopping behavior, online review is a popular tool to stimulate consumers’ purchase intention and motivate purchasing behavior. Compared with traditional consumers, online consumers have richer product knowledge and more complicated consumption demands, and are more adept at capturing information from the Internet to support purchase decisions, so consumers’ attention to online review continues to increase. However, in the face of information overload during online purchases and information asymmetry between buyers and sellers, consumers may not be able to view all comments which they want. “How to perceive and quickly identify useful information?” has become a very important issue in the field of online commentary. This paper combines qualitative analysis and quantitative analysis, and from the individual-level studies the complex process in which the review information is processed and perceived by consumers, thus affecting their purchases intentions. First, ELM (Elaboration Likelihood Model) is used for analysis according to CLT (Construal Level Theory). Using the perspective of online consumer process information, the text content characteristics (review length, information quality) and source characteristics (reviewer credibility, reviewer professional) of online review are respectively classified into the central route and the peripheral route to explore the influence mechanism of perceived usefulness of online review. According to TRA (Theory of Reasoned Action), consumer’s attitude has a direct impact on their purchase intentions. And based on social psychology theory, online consumers are also prone to the conformity, will be influenced by online review to change their final purchasing decisions. Therefore, this paper will take consumers’ attitude and conformity as the mediating variables, and study the indirect effect of review perceived usefulness on consumers’ purchase intentions through the mediation effect of attitude and conformity. Then according to the theoretical analysis, this paper uses the structural equation model method to construct a research model for the influencing factors of online consumers’ purchase intentions, and designs a questionnaire to empirically analyze the research hypothesis. The empirical test results show that review length, information quality, reviewer credibility, reviewer professional all have a positive impact on the review perceived usefulness. Among them, the review length and information quality have a more significant impact on the review perceived usefulness. Compared with the peripheral route, consumer is more willing to use the central route to process review information, and high-quality reviews have more influence on consumer. In addition, the perceived usefulness of online review has a significant positive impact on consumers’ purchase intention, and consumers’ attitude and conformity play a partial mediation effect in this influence process. The review perceived usefulness indirectly affects consumers’ purchase intention through two social psychological variables, attitude and conformity. The research result verifies the effectiveness of online review and provided suggestion for online merchants. By constructing an online review system, online merchants can cultivate online marketing capabilities and positively affect consumers’ attitude and conformity, so as to increasing online consumers’ purchase intention.

Instagram Influencer and Friends Recommendation : Examining the Impact of Electronic Word of Mouth (E-WOM) on Purchase Intention

케라드만드네자드 에라헤 계명대학교 대학원 2020 국내석사

Nowadays, Instagram can be considered as one of the most powerful platforms that are rapidly growing and enable users to share videos, photos and collect information about brand and consequently, make purchase decision. In this regard, marketers find out Instagram influencers have large enough followers to have aA significant impact to boost digital marketing and promote their products. Furthermore, studies on other platforms showed that customers positively perceive the information achieved from a friend. The impact of Electronic Word of Mouth (eWOM) on consumer purchase intention through Instagram was investigated in this study. Studies in the context of eWOM impacts are mostly focused on two aspects: eWOM characteristics and customers’ behavior through eWOM. In this research, the effect of eWOM on purchase intention through Instagram considering both aspects together were investigated. The IACM model has been found to be useful to examine the relation between features of eWOM and customers’ behavior through eWOM on purchase intention. This study has focused deeply on the behavior of 218 Persian Instagram users with an online survey and examined how persuades them to adopt the eWOM through Instagram. SEM technique which applied by many researcher in recent years was employed to analysis the collected data in this study. To do statistical analysis, the software SPSS and AMOS was employed. Since one of the major objective of this study was to analysis of both influencers and friends, the results was presented in two phases. At first phase, the results for the impact of Influencer’s eWOM on customer purchase intention was investigated. To do this, following subsections were conducted: at first, the preliminary examination of the data introduced, After that, the descriptive statistics, reliability test, KMO and Bartlett’s test were investigated. Finally, the results of SEM analysis including CFA, validity testing and hypotheses testing were presented. At second phase, the similar analysis was reported for the effect of friend’s eWOM on customer purchase intention. The results of first phase verified consumers’ behavior towards information on Instagram is important as well as the characteristics of information. The results illustrated that the quality and credibility of eWOM information and attitude toward eWOM information have a direct positive impact on the eWOM information usefulness, where the relationship between the needs of eWOM information and the usefulness of eWOM information has not supported for influencers. The information usefulness is determined has a direct impact on Information adoption. In addition, the positive influences of information attitude and information adaption on consumer purchase intention have been observed. It is necessary to pay attention to this point that depending on where the information collected, the result could be different. In the same direction, Erkan and Evans (2016) unlike the results of this study found that there is not a relationship between the quality of information and usefulness since, the information has examined from all social media. Therefore, this study demonstrated that Instagram could obtain results differently. At the second phase, the impact of eWOM through friends’ recommendation on customer purchase intention on Instagram was explored. In this part, all proposed hypothesis were validated. The result of this study was shown that friends’ recommendations on Instagram are influential on consumers’ purchase intentions. The results of this research indicated that the relationship between information quality and information usefulness is higher for friends than influencer which is in parallel with previous research. Also, it could be concluded that the effect of needs of information on the usefulness of information, and information adoption on purchase information is more influential for friend than influencer. On the other hand, the results indicated that the relationship between attitude towards information and information usefulness is higher for influencer than friend. Similarly, the effect of attitude towards information on purchase intention is more influential for influencer than friend. In terms of the effect of information credibility on the usefulness of information, and the effect of information usefulness on information adoption there were no significant difference between friend and influencer. This study can help the companies to improve the eWOM strategies by highlight the information on eWOM and exploring the impact of it on purchase intention. since customers pay attention to influencers and the advice of friends, and according to the results obtained; marketers should have more investment in these two groups. Finally it should take into account that each social media platform is working differently and it is possible to create different results. Future research, therefore, could expand on the different social media platforms to have a better insight into the markets.

(The) effect of celebrity endorsement strategy on brand attitude and purchase intention : a case of Japanese market

박선희 Graduate School of International Studies, Korea Un 2013 국내석사

The Effect of Celebrity Endorsement Marketing Strategy on Consumer’s Brand Attitude and Purchase Intention Many multi-national companies have frequently utilized celebrity endorsement marketing strategy in overseas markets due to strong popularity of Korean culture and celebrities, so-called Korean Wave (Hanryu). However, there are not many researches on whether Korean celebrities are effective in a marketing perspective and how significant they are. Thus, this research aims at examining whether celebrity endorsement strategy is still acceptable when it comes to using Korean celebrity endorsers in oversea markets by testing Japanese market. To be more precise, it is to investigate that three attributes of Korean celebrity model which are attractiveness, credibility and match-up with brand of celebrities are able to enhance Japanese consumer’s brand attitude and purchase intention towards the endorse brand eventually. The test is done by utilizing a questionnaire through online, SNS and in person with 182 Japanese consumers. The data from the survey is analyzed through frequency analysis, factor analysis, reliability analysis and regression analysis by running SPSS 12.0 package and revealed three meaningful implications. Three attributes of Korean celebrity endorsers have impact on boosting both brand attitude and purchase intention toward the endorsed brand. Besides, Japanese consumer’s brand attitude regarding the brand contributes to significantly increase purchase intention. Therefore, celebrity endorsement marketing strategy using Korean celebrities is still valid in Japanese market and is recommendable to take advantage of the current craze of Korean.

(A) study on the purchase intention for sports NFTs (non-fungible tokens) using the extended value-based adoption model (EVAM) : the moderating effect of sports involvement

함형석 Graduate School, Yonsei University 2024 국내박사

This study investigates the purchase intention for sports-related non-fungible tokens (NFTs) through the application of the extended value-based adoption model (EVAM) and explores the perceptions and purchase decisions of sports fans and investors in the context of sports NFTs. Extending the value-based adoption model (VAM), the study incorporates benefits (asset usefulness, enjoyment, scarcity), sacrifices (technological effort, perceived cost, perceived risk), perceived value, trust, purchase intention, and Sports Involvement. A comprehensive questionnaire, consisting of 58 items related to these constructs, served as the measurement tool. Conducted through an online survey with a convenience sampling method, the study targeted adults aged 19 and above in South Korea. Participants completed a guide (2 pages) and watched an explanatory video (5 minutes) to enhance their understanding of NFTs. A total of 525 responses were collected and utilized for the final analysis. Data analysis involved statistical programs, including SPSS 29.0 Ver. and Amos 18.0 Ver., encompassing frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, difference analysis, structural equation model analysis, and moderation effect analysis. The findings are summarized as follows: Firstly, analyzing demographic characteristics revealed statistically significant differences in the purchase intention for sports NFTs based on gender, age, occupation, monthly income, recent direct sports event experience within the past 2 years, support for sports teams (players), and previous NFT purchasing experience. However, the highest educational level did not show statistically significant differences. Secondly, the impact analysis of benefits on perceived value indicated that asset usefulness and enjoyment had statistically significant positive effects on perceived value. Thirdly, the impact analysis of sacrifices on perceived value revealed that perceived risk had a statistically significant negative effect on perceived value. Fourthly, the impact analysis of benefits on trust showed that enjoyment and scarcity had statistically significant positive effects on trust. Fifthly, the impact analysis of perceived value on trust demonstrated that perceived value had a statistically significant positive effect on trust. Sixthly, the impact analysis of perceived value on purchase intention revealed that perceived value had a statistically significant positive effect on purchase intention. Seventhly, the impact analysis of trust on purchase intention indicated that trust had a statistically significant positive effect on purchase intention. Lastly, the moderating effect analysis of Sports Involvement revealed that in the relationship between trust and purchase intention, the influence of trust on purchase intention was significantly enhanced as Sports Involvement increased. In conclusion, this study provides a comprehensive understanding of the dynamics surrounding the purchase intention for sports-related NFTs, revealing notable demographic variations and the intricate interplay between benefits, sacrifices, perceived value, trust, and Sports Involvement. These findings offer valuable insights for marketers, investors, and stakeholders in the emerging domain of sports NFTs. The identified factors influencing purchase decisions contribute to the refinement of marketing strategies and the development of targeted approaches tailored to diverse consumer segments. As the sports NFT market continues to evolve, these insights are crucial for adapting to changing consumer preferences and ensuring the sustainability of this innovative digital asset landscape. 본 연구의 목적은 확장된 가치기반수용모델(EVAM)을 활용하여 스포츠 NFT의 구매 의도를 조사하고, 스포츠팬 및 투자자들이 스포츠 NFT의 인식 및 구매 결정을 분석하여 스포츠 NFT의 미래 발전 방향을 제시하고자 함에 있다. 본 연구의 모형은 가치기반수용모델(Value-based Adoption Model: VAM)을 확장하여 혜택(자산 유용성, 즐거움, 희소성), 희생(기술적 노력, 지각된 비용, 지각된 위험), 지각된 가치, 신뢰, 구매의도와 스포츠 관여도로 구성되었으며 이와 관련된 총 58문항으로 구성되어 있는 설문지를 측정도구로 사용하였다. 본 연구 수행을 위해 NFT에 대한 이해를 돕기 위해 제공한 설명서(2페이지 분량)와 동영상 시청(5분 분량)을 완료한 대한민국 19세 이상의 성인을 대상으로 편의추출법을 사용하여 온라인 설문으로 진행하였으며 총 525부가 최종 분석에 사용되었다. 자료의 분석은 Window SPSS 29.0 Ver.과 Amos 18.0 Ver. 통계프로그램을 이용하여 빈도분석, 확인적 요인분석, 신뢰도 분석, 상관분석, 차이분석, 구조방정식모델 분석, 조절효과 분석을 실시하였다. 위의 과정을 통해 도출된 결과는 다음과 같다. 첫째, 인구통계학적 특성에 따른 스포츠 NFT 구매의도의 차이를 분석한 결과, 성별, 연령, 직업, 월소득, 최근 2년 내 스포츠 경기 직관 경험 유무, 응원하는 스포츠 팀(선수) 유무, NFT 구매 경험 유무에서 통계적으로 유의미한 차이가 나타났다. 한편, 최종학력은 통계적으로 유의미한 차이를 보이지 않은 것으로 나타났다. 둘째, 혜택이 지각된 가치에 미치는 영향을 분석한 결과, 자산 유용성과 즐거움이 통계적으로 유의미한 정(+)적 영향을 미치는 것으로 나타났다. 셋째, 희생이 지각된 가치에 미치는 영향을 분석한 결과, 지각된 위험이 통계적으로 유의미한 부(-)적 영향을 미치는 것으로 나타났다. 넷째, 혜택이 신뢰에 미치는 영향을 분석한 결과, 즐거움과 희소성이 통계적으로 유의미한 정(+)적 영향을 미치는 것으로 나타났다. 다섯째, 지각된 가치가 신뢰에 미치는 영향을 분석한 결과, 지각된 가치는 신뢰에 통계적으로 유의미한 정(+)적 영향을 미치는 것으로 나타났다. 여섯째, 지각된 가치가 구매의도에 미치는 영향을 분석한 결과, 지각된 가치는 구매의도에 통계적으로 유의미한 정(+)적 영향을 미치는 것으로 나타났다. 일곱째, 신뢰가 구매의도에 미치는 영향을 분석한 결과, 신뢰는 구매의도에 통계적으로 유의미한 정(+)적 영향을 미치는 것으로 나타났다. 여덟째, 스포츠 관여도의 조절효과를 분석한 결과, 신뢰와 구매의도의 관계에서 통계적으로 유의하게 나타나 스포츠 관여도가 높아질수록 신뢰가 구매의도에 미치는 영향이 더 커지는 것으로 나타났다. 결론적으로, 본 연구는 스포츠 관련 NFT의 구매의도를 둘러싼 역학 관계에 대한 포괄적인 이해를 제공하며, 주목할 만한 인구통계학적 변화와 혜택, 희생, 지각된 가치, 신뢰 및 스포츠 참여 간의 복잡한 상호작용을 보여준다. 이러한 결과는 스포츠 NFT의 새로운 영역에서 판매자와 투자자 및 관계자에게 유용한 통찰력을 제공한다. 구매 결정에 영향을 미치는 확인된 요인은 마케팅 전략을 개선하고 다양한 소비자 부문에 맞는 맞춤형 접근 방식을 개발하는데 기여할 수 있다. 스포츠 NFT 시장이 계속 성장함에 따라 이러한 이해는 변화하는 소비자 선호에 적응하고 이 혁신적인 디지털 자산 환경의 지속 가능성을 보장하는데 중요하다.

Research on the Influence of brand crisis on Consumers' purchasing intention in Fashion : the moderating effect of perceived risk

SHI ZIYING 가천대학교 일반대학원 2022 국내박사

The pace of technological development in the twenty-first century has been dizzying. From artificial intelligence to bioengineering, technology has not only driven the economy and impacted the marketplace but has even raised the sense and standards of consumers. In today's world, companies must not only maintain their products to lead the industry in innovation, but also strive to demonstrate the corporate culture and branding of the company's backbone and cohesion of organizational spirit in order to occupy a place in the market. With rapid development of China's modern market economy, enterprises have changed their development mode from resource-oriented to market-oriented, and enterprises must have strong competitiveness in order to occupy the market. However, the gap between reality and ideal is always unnerving. Frequent brand crises have severely hampered enterprises’ development and even ruined their years of hibernation and investment. It has become one of the most urgent concerns for business operators and academic researchers to investigate the impact mechanism and path of brand crises, conduct appropriate crisis management, and reduce the actual negative effects of brand crises on enterprises. Based on theories of stimulus reflection, rational behavior, planned behavior and risk perception, this study designs a theoretical model of the influence of brand crisis severity on purchase intention through brand trust, and explores the moderating effect of perceived risk in the model. The corresponding research hypotheses were proposed according to the research model. This study implements electronic questionnaires through Questionnaire Star, and published and collected data online. The data were then analyzed through statistical software such as SPSS and AMOS and the SPSSAU statistical program, combining statistical methods such as descriptive statistical analysis, homogeneous bias test, reliability and validity test, validation factor analysis, exploratory factor analysis, discriminant validity analysis, structural equation modeling, mediating effect test, moderating effect test, and hypothesis testing. The hypotheses and theoretical models designed in this paper were tested based on the results of data analysis, and following findings were obtained: (1) the severity of brand crisis and consumers' willingness to purchase are negatively related; the severity of brand crisis and consumers' brand trust are negatively related; brand trust and consumers' willingness to purchase are positively related (2) perceived risk plays a moderating role in the process of brand crisis negatively affecting consumers' willingness to purchase (3) Brand trust plays a mediating role in the process of brand crisis negatively influencing consumers' purchase intention. Based on analysis results of this study and relevant literature and theoretical foundations of previous studies, this paper analyzes the different effects of the severity of brand crises on brand trust and consumers' purchase intention from the perspective of corporate managers, and proposes recommendations to reduce the negative effects of brand crises and to remind companies of the appropriate actions to take before and after the crisis. Companies are recommended to establish the right corporate values as early as possible, take early preventive measures, pay more attention to brand crises, and adopt appropriate response strategies according to the different severity of brand crises to enhance consumers' trust in the brand and their ability to believe in the company. The management recommendations proposed in this study can provide reference values for corporate managers in developing brand marketing strategies and responding to brand crises.

중국 광서지역 관광상품의 구매의도에 미치는 영향 연구

양웅염 경일대학교 일반대학원 2022 국내박사

The Ministry of Culture and Tourism of China clearly proposes to dig deep into regional cultural characteristics, integrate cultural content, cultural symbols and cultural stories into scenic spots, and make sightseeing commodities an important carrier of cultural communication. At present, the development momentum of China's tourism is positive, and tourism commodities have become an important way to spread local culture and develop local economy. According to the literature review and analysis, the existing research on the influencing factors of consumers' purchase of sightseeing products mostly starts from a single perspective, focusing on special research, and relatively few studies on the influencing factors of consumers' purchase intention from a comprehensive perspective.In reality, consumers' purchase intention and purchase behavior are jointly affected by consumer factors, attributes of sightseeing products, service levels and shopping environment.Consumers have different needs, purchase purposes, and preferences for sightseeing products because of their different behavior habits, ages, and genders. Therefore, it is necessary to carry out research on the influence of multiple factors on consumers' purchase intentions. Based on the literature review and the influencing factor model of consumers' purchase intention, this study determines the internal and external factors that affect the purchase intention of sightseeing commodities, formulates questionnaire measurement items, and conducts empirical analysis through questionnaire survey.This study conducted an objective analysis and survey on 1212 Chinese citizens. The survey included consumer demographic characteristics, consumer behavior characteristics, consumer purchase intentions, and influencing factors. The survey data was analyzed by SPSS software. Descriptive analysis method, analysis of variance method, analysis of mean, paired T-test analysis method, IPA analysis method, etc.Study the influence relationship between variables, and analyze the difference of sample demographics and consumer behavior characteristics, data reliability, influencing factors of consumer purchase intention, and the importance evaluation of influencing factors-satisfaction (IPA analysis method). . First, the demographic characteristics of consumers have a significant impact on consumers' purchase intentions, indicating that tourists with different ages, educational backgrounds, occupations, and incomes have different purchase intentions.Most of the high-quality consumers are undergraduates. Young people aged 21-40 are the main consumer of sightseeing commodities. People in the 5,000-8,000 yuan range account for the most. The households in this income range have better economic ability and are the main consumer of tourism commodities.People aged 21-40, people with per capita monthly income of more than 2,000 yuan, people with a high school education or above, office workers and civil servants with formal jobs will consider purchasing and recommend friends to buy sightseeing products. Second, the characteristics of consumer behavior have a significant impact on consumers' purchase intentions. When consumers travel abroad, most consumers will have the consumption habit of purchasing local sightseeing products. Functionality, regional characteristics and reasonable prices are the most common consumption. It is a factor to consider when purchasing sightseeing commodities, and the purchase intention of middle and high-end sightseeing commodities of 100-500 yuan is relatively strong.The most popular type of tourism products among consumers are daily necessities. The main purpose of consumers to buy sightseeing products is to give them to relatives and friends. Consumers bring sightseeing products to relatives, friends and colleagues as small gifts, which greatly promotes emotion and friendship. Using mobile phones, computers and other tools to query the marketing information of tourism products on the Internet is the main marketing method for consumers to understand the information of tourism products. Consumers are reluctant to buy sightseeing products mainly because of the lack of characteristics. Third, consumers' evaluation of the importance of the internal factors of sightseeing commodities. The order of importance of the four factors to the appearance of sightseeing commodities by consumers is from high to low: cultural connotation > fashionable style > commodity packaging > appearance; consumers The order of importance of the 5 factors of the function of tourist goods is from high to low: practicality> commemorative value> excellent quality> collection value> regional craftsmanship. Fourth, consumers' evaluation of the importance of external factors of sightseeing commodities. The order of importance of the three factors to the price of sightseeing commodities by consumers is from high to low: high cost performance > reasonable price > promotion and discount; consumers' preference for sightseeing commodities The order of importance of the 5 factors of service is from high to low: brand awareness > service attitude > experience activities > payment convenience > after-sales service; the order of importance of the 4 factors of consumer's tourism commodity environment from high to low is: Shopping environment > store decoration and display > convenient location of goods > store reputation. Fifth, select Guangxi Province as a typical survey area, use the importance evaluation-satisfaction (IPA analysis method) to analyze the various influencing factors of the purchase intention of sightseeing commodities, and identify the importance evaluation-satisfaction factors of different purchase intention influencing factors. Investigate the various factors that affect purchase intention.According to the results of the PA analysis, it is concluded that there are 6 continuing projects, 5 oversupply factors, 5 improvement factors, and 6 improvement factors.This research mainly focuses on sales and design and development, and adopts a variety of marketing methods to enhance brand awareness, increase product participation and experience activities, enhance the sense of value of sightseeing product design, and improve consumer satisfaction.This research mainly focuses on sales and design and development, and adopts a variety of marketing methods to enhance brand awareness, increase product participation and experience activities, enhance the sense of value of sightseeing product design, and improve consumer satisfaction. The research results verify the feasibility and guiding significance of the theory of consumer purchase intention in the sales and development of tourism commodities. From the perspective of consumer purchase intention and behavior characteristics, the research dimension of the relationship between consumer behavior and purchase intention is expanded.The research conclusion of the paper is connected with the Guangxi provincial government, which can provide a reference for the strategic judgment of the tourism management department of Guangxi Province to sell sightseeing commodities, and for the government and related departments to accurately grasp the current situation of consumers' purchase intention and demand for sightseeing commodities, and enhance the competitiveness and improvement of tourism commodities. Consumer satisfaction with purchasing tourism products.

(The) Influence of Electronic Word of Mouth (eWOM) on Consumers’ Purchase Intention : the Mediating Effect of Trust

HE JIE 경희대학교 대학원 2018 국내석사

According to the rapid development of internet communication technology, online communication becomes universal, interactive and instant. Consumers tend to make their purchasing choice base on the Internet word of mouth while the enterprises would carry out their marketing activity accordingly. In this background, it is necessary to explore the effect of internet word of mouth on consumers’ purchase intention. Based on the theory of consumer behavior and the existing research results, this paper constructs the influential model of electronic word of mouth on consumers' purchase willing, and identifies the relevant factors that will affect the transferring of word of mouth, providing the reference for companies establishing the corresponding network marketing strategy. This article first review the different definition between WOM and eWOM, and the influencing factors towards the electronic word of mouth on consumers’ purchase intention. Grounded on the three aspects of the sender, the recipient and the electronic word of mouth itself, four factors were identified which were the quality of eWOM, quantity of eWOM, Social tie and the involvement of recipient. Moreover, how these factors affect consumers’ purchase intention through the mediating effect of the recipient’s trust also be explored. The data were analyzed by SPSS 23.0 for descriptive analysis, reliability and validity analysis, factor analysis and AMOS 25.0 was used for path analysis. The results showed that eWOM has a significant impact on consumers’ purchase intention. Under the mediating effect of trust, electronic word of mouth has a positive indirect impact on consumers’ purchase intention. In the last section, based on the conclusion, some suggestions for the company of how to better use the electronic word of mouth in marketing activities were put forward. Also the limitation and the future research prospects were discussed. 인터넷 통신 기술의 급속한 발전에 따라 온라인 커뮤니케이션은 보편적이고 상호 작용 적이며 즉각적이다. 소비자는 인터넷 입소문을 기반으로 구매 선택을하는 경향이 있으며 기업은 이에 따라 마케팅 활동을 수행한다. 이러한 배경에서 소비자의 구매 의도에 대한 인터넷 입소문의 영향을 조사 할 필요가 있다. 본 연구에서는 소비자 행동 이론 및 온라인 입소문 연구 결과를 바탕으로 소비자의 구매 의사에 대한 입소문의 영향 모델을 구성하고 입소문의 확산에 영향을 미치는 요인을 규명하며 연구 결과는 회사 네트워크 마케팅 전략 수립에 참조 가능하다. 본 논문에서는 입소문과 전자 입소문의 정의를 구분하고 전자 입소문의영향 요인, 소비자의 구매 의도를 먼저 검토했다. 구전내용 보낸 사람 및 받는 사람, 전자 입소문 자체의 세 가지 측면을 기반으로 eWOM 의 퀄리티 , eWOM 의 수량, 사회적 유대감 및 받는 사람의 몰입이라는 네 가지 요소가 확인되었다. 또한 eWOM 에 대한 수령인의 신뢰는 매개 변수로써 요인들이 소비자의 구매 의도에 어떻게 영향을 미치는지도 탐구했다. 자료의 기술적 분석, 신뢰성 및 유효성 분석, 요인 분석 및 경로 분석을 포함하여 SPSS 23.0 및 AMOS25.0 에 의해 분석되었다. 결과는 전자 입소가 소비자의 구매 의도에 중요한 영향을 미친다는 것을 보여주었다. 신뢰의 매개 효과를 통해 전자 입소문은 소비자 구매 의도에 긍정적인 간접적인 영향을 미친다. 마지막 섹션에서 결론을 근거로 회사의 마케팅 활동에 전자 구전을 더 잘 활용하는 방법에 대한 제안이 전달되었다. 시사점 과 향후 연구 전망도 알아냈다.

(The) impact of live-streaming commerce on consumer’s purchase intention

Que, Zewen Sungkyunkwan University 2021 국내석사

In order to meet the diverse needs of users and increase customer mobility, commerce platforms are constantly seeking breakthroughs. The form of live commerce brings consumers a more intuitive and vivid shopping experience, and the total transaction amount keeps increasing, gradually becoming a new growth driver for e-commerce platforms. This research paper adopts a combination of theoretical research and empirical research method. By reviewing and summarizing the previous research results and the current situation of commerce live streaming development, the factors influencing consumers' purchase intention in commerce live streaming context are extracted, and a model of consumers' purchase intention in commerce live streaming context is established based on the stimulus-organism-response (S-O-R) model, perceived value and other theories. Four live-streaming stimulus factors, situational experience, interactivity, recreation, and expertise, are taken as independent variables, organismic responses such as perceived functional value and perceived emotional value are taken as mediator variables. Purchase intention is taken as the dependent variable, assuming that each variable positively affects purchase intention. The data showed that the three independent variables of good interaction, high recreational level, and excellent expertise significantly and positively influenced perceived functional value and perceived emotional value. Situational experience had no significant effect on perceived value. In contrast, anchors have more excellent business value in promoting consumer purchase intention. Both perceived functional value and perceived emotional value positively affect purchase intention. Traditional retail enterprises can actively try the way of live streaming for online marketing, pay attention to the key factors affecting consumers' intention to purchase in live streaming, improve the frequency of interaction, innovative live entertainment methods, attract attention to long-term retention, optimize the expertise of anchors, continuing to output high-quality content accumulation. Retail enterprises should take advantage of the new opportunity to develop commerce live streaming to open up a new marketing situation for entities. 소비자의 숫자를 확대하고, 다양한 요구사항을 충족시키기 위해 커머스 플랫폼 기업은 다양한 노력을 기울이고 있다. 라이브 스트리밍 커머스는 소비자에게 보다 직관적인 구매경험을 제공해 줄 수 있고, 전체적인 구매액을 증가시킬 수 있는 잠재력을 가지고 있는 새로운 판매방식이다. 본 연구는 이론연구와 실증연구 두 가지 연구방법을 채택하였다. 기존 문헌연구에 통하여 라이브 스트리밍 커머스의 발전 과정을 되돌아보고 정리하여 외적 자극-내적 상태-반응(S-O-R)모델, 지각된 가치 등 이론을 바탕으로 소비자의 구매의도에 관한 모델을 세웠다. 연구 모델의 독립변수는 라이브 스트리밍 플랫폼의 실제체험과 상호작용성, 앵커의 레크리에이션과 전문성 네 가지를 선정했으며, 지각된 가치를 매개변수로 정해종속변수인 구매의도에 미치는 영향을 측정하였다. 각 변수가 구매의도에 긍정적인 영향을 준다고 가정했다. 데이터는 설문조사 방법을 통해 수집했다. 데이터 분석 결과에 따르면 좋은 상호작용, 높은 레크리에이션 수준, 우수한 전문지식 등 세 가지 독립변수는 지각된 기능적 가치와 지각된 감정적 가치에 영향을 미치는 것으로 나타났다. 실제체험은 지각된 가치와 구매의도에 뚜렷한 영향을 주지 않는다. 영향 요인들 중에 앵커가 가진 두 변수들은 구매 의도에 더 큰 영향을 준다고 본다. 지각된 기능적 가치와 지각된 감정적 가치는 모두 구매의도에 긍정적인 영향을 준다. 소매업체는 적극적으로 라이브 스트리밍 커머스를 이용하는 방식으로 온라인 마케팅을 진행할 수 있으며, 소비자의 구매의도에 영향을 미치는 핵심 요인에 집중하면 좋게다고 본다. 예를 들어 상호작용을 높이고 라이브 레크리에이션 방식을 혁신하며 앵커의 전문성을 최적화 시키는 여러가지 방법이 있다. 소매업체는 라이브 스트리밍 커머스 발전의 새로운 기회를 잡고 온라인 마케팅의 새로운 국면을 개척해야 한다.