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

Purchase Intention of Azerbaijani Consumers on Korean Beauty and Skincare Products : The Moderating Role of Social Media

셀잔, 맘마들리 부산대학교 대학원 2024 국내석사

The current research on the purchase intention of consumers in Azerbaijan on Korean beauty and skincare products lacks research on the determinants and exact quantitative analyses of consumers’ integrative reaction to Korean beauty and skincare products. This study examines the impact of perceived quality, perceived price, brand awareness and social media as a moderator on the purchase intention of K-beauty brands from consumers’ perspectives in Azerbaijan. Based on the theory of social media’s mediating role, this study presents, how the factors’ influence on purchase intention can be changed by the integration of social media. It is designed to deeply analyze the moderating mechanism between social media and factors influencing purchase intention. This study takes products which are Korean-based skincare and beauty products as the research object and conducts a questionnaire survey on Azerbaijani consumers. By the quantitative analysis of collected data and to verify a structural equation model (SEM). The study follows a systematic process that comprises the model is both statistically valid and theoretically sound. Regarding these tests, the following results are introduced; The results show that perceived quality, perceived price, and brand awareness have a positive and significant impact on consumers’ purchase intention in Azerbaijan. However, social media fails to moderate the relationship between quality and price perceptions, brand awareness, and purchase intention. In addition, the study found that social media has a slight positive effect on the relationship between purchase intention and price perceptions. The paper suggests academic and managerial implications for Korean beauty and skincare products. The integration of perceptions of price, quality, brand image and social media’s role is an effective means for these brands to keep up with the beauty and skincare market in Azerbaijan. Furthermore, when designing or promoting K-beauty products, should completely consider consumers’ perceptions of price, quality, and brand of such products. 아제르바이잔 소비자의 한국 뷰티 및 스킨케어 제품에 대한 구매의도에 관한 기존 연구는 한국 뷰티 및 스킨케어 제품에 대한 소비자의 통합적 반응에 대한 결정요인과 정확한 정량적 분석이 부족하다. 본 연구는 아제르바이잔 소비자의 관점에서 지각된 품질, 지각된 가격, 브랜드 인지도, 매개변수인 소셜미디어가 K뷰티 브랜드 구매의도에 미치는 영향을 조사합니다. 본 연구는 소셜 미디어의 매개 역할 이론을 바탕으로 소셜 미디어의 통합에 따라 구매 의도에 미치는 요인들의 영향력이 어떻게 변화할 수 있는지를 제시합니다. 소셜 미디어와 구매의도에 영향을 미치는 요인들 간의 매개 메커니즘을 심층적으로 분석하기 위해 기획되었습니다. 본 연구는 한국산 스킨케어 및 뷰티 제품을 연구대상으로 삼아 아제르바이잔 소비자를 대상으로 설문조사를 실시하였습니다. 수집된 데이터의 정량적 분석을 통해 구조방정식 모델(SEM)을 검증합니다. 이 연구는 통계적으로 타당하고 이론적으로 타당한 모델을 구성하는 체계적인 프로세스를 따릅니다. 그 결과 지각된 품질, 지각된 가격, 브랜드 인지도는 아제르바이잔 소비자의 구매 의도에 긍정적이고 유의미한 영향을 미치는 것으로 나타났습니다. 그러나 소셜 미디어는 품질 인식, 브랜드 인지도, 구매 의도 간의 관계를 조절하지 못하는 것으로 나타났습니다. 또한 소셜 미디어는 구매 의도와 가격 인식 간의 관계에 약간 긍정적인 영향을 미친다는 사실을 발견했습니다. 이 논문은 국내 뷰티 및 스킨케어 제품에 대한 학문적, 경영적 시사점을 제시합니다. 가격, 품질, 브랜드 이미지, 소셜 미디어의 역할에 대한 인식을 통합하는 것은 아제르바이잔의 뷰티 및 스킨케어 시장을 따라잡기 위한 효과적인 수단입니다. 또한, K뷰티 제품을 디자인하거나 홍보할 때는 가격, 품질, 브랜드에 대한 소비자들의 인식을 충분히 고려해야 합니다.

Research on the Influencing Mechanisms of Negative Information on Purchase Intentions : Evidence from Chinese Customers

WANZHEN LI 우송대학교 일반대학원 2024 국내박사

(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.

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.

(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.

Understanding Indonesian Consumers’ Purchase Intention toward Slow Fashion Products

Desiree Btari SIREGAR 서울대학교 대학원 2024 국내석사

과잉 생산과 소비로 인해 섬유 폐기물, 노동 문제, 수질 오염 등 환경 및 사회 문제가 발생하고 있다. 이러한 상황은 소비자들이 의식 있는 소비로 전환하도록 유도했다. 슬로 패션은 생산 과정을 존중하고 제품의 수명을 우선시하는 의식적인 개념을 도입하여 기존 문제에 대한 해결책으로 떠오르고 있다. 인도네시아에서 현지 제품을 소중히 여기는 슬로 패션 개념에 부합하는 슬로 패션 브랜드가 등장하면서 인도네시아 소비자, 특히 밀레니얼 세대와 Z 세대가 책임감 있는 슬로 소비에 참여하게 되었다. 그럼에도 불구하고 현재 슬로 패션에 대한 연구는 주로 인지적 신념과 환경적 가치에 초점을 맞추고 있다. 개인의 가치관, 정체성, 자신감 등 내적 요인에 기반한 소비자의 구매 의도를 파악할 필요성이 있다. 주관적 신념은 개인의 내적, 외적 정체성과 일치하기 때문에 슬로 패션 제품 구매 동기에 중요한 역할을 한다. 따라서 본 연구는 Theory of Planned Behavior (TPB)에 추가 구성요소로 쾌락적 가치 (hedonic values), 실용주의적 가치 (utilitarian values), 도덕적 정체성 (moral identity), 사회적 정체성 (social identity), 지각된 소비자 효과성 (perceived consumer effectiveness) 등 슬로 패션 제품에 대한 구매 의도에 영향을 미치는 요인을 조사하는 것을 목표로 한다. 슬로 패션에 지식이 있는 인도네시아 여성들을 대상으로 온라인 설문 조사를 실시했다. 설문지는 소셜 미디어(Twitter, Instagram, and WhatsApp)에서 스노우볼 샘플링을 통해 배포되었다. 인도네시아 슬로 패션 브랜드에 대한 지식을 확인하는 선별 질문을 통해 적격 참여자를 식별했다. 총 304 개의 데이터를 수집하여 SPSS 2.0 과 AMOS 23.0 프로그램을 사용하여 통계적으로 분석했다. 밀레니얼 세대(나이 많은 그룹)와 Z 세대(젊은 그룹)간의 차이를 살펴보기 위해 다중집단 분석을 실시했다. 이 연구의 결과는 다음과 같다. 쾌락적 가치는 슬로 패션 제품의 구매 의도에 대한 태도에 유의미한 영향을 미치지 않았다. 반면 실용적 가치는 태도에 긍정적인 영향을 미쳤으며, 이는 소비자들이 슬로 패션을 평가할 때 쾌락적 측면 외에 기능성을 더 중요하게 여긴다는 것을 의미한다. 도덕적 정체성은 실용적 가치보다 태도에 더 큰 영향을 미쳤다. 소비자들은 슬로 패션 제품에 대한 태도를 형성할 때 도덕적, 윤리적 가치를 우선시했다. 또한 사회적 정체성은 주관적 규범에 유의미한 영향을 미쳤으며, 이는 소비자들이 슬로 패션 소비자로서의 사회적 정체성에서 사회적 압력을 느낀다는 것을 나타났다. 지각된 소비자 효과성은 구매 의도에 대한 지각된 행동 통제에 긍정적인 영향을 미쳤으며, 이는 소비자들이 슬로 패션 제품을 구매할 때 영향을 미칠 수 있는 자신의 능력에 대해 자신감을 가졌음을 의미한다. 또한 태도와 지각된 행동 통제는 구매 의도에 긍정적인 영향을 미쳤다. 이 연구에서는 태도보다 지각된 행동 통제가 구매 의도에 더 큰 영향을 미치는 것으로 나타났으며, 이는 소비자가 가용 자원 관리 능력에 따라 슬로 패션 제품 구매를 결정한다는 것을 의미한다. 그러나 주관적 규범은 구매 의도에 미미한 영향을 미쳤으며, 이는 인도네시아 소비자의 슬로 패션 제품 구매 결정에 사회적 압력이 영향을 미치지 않았음을 의미한다. 밀레니얼 세대(20~26 세)와 Z 세대(27~33 세)에서 명확한 차이가 발견되었다. 쾌락적 가치와 태도, 도덕적 정체성과 태도, 태도와 구매 의도, 지각된 행동 통제와 구매 의도 간의 관계에서 유의미한 차이가 발견되었다. Z 세대의 경우 쾌락적 가치가 태도에 부정적인 영향을 미치는 반면, 밀레니얼 세대에서는 쾌락적 가치가 태도에 유의한 영향을 미치지 않은 것으로 나타났습니다. 도덕적 정체성은 밀레니얼 세대보다 Z 세대에서 태도에 더 강한 영향을 미치는 것으로 나타났다. 반면, 태도는 Z 세대에서는 구매 의도에 유의미한 영향을 미치지 않았으나, 밀레니얼 세대에서는 슬로 패션 제품에 대한 태도가 구매 의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 지각된 행동 통제는 밀레니얼 세대보다 Z 세대에서 구매 의도에 더 강한 영향을 미쳤다. 본 연구는 슬로 패션 제품에 대한 구매 의도를 높이는 데 활용할 수 있는 이론적 및 실무적 시사점을 제공한다. 이론적 시사점으로 본 연구는 쾌락적 가치, 실용주의적 가치, 도덕적 정체성, 사회적 정체성, 지각된 소비자 효과성 등 슬로 패션과 관련된 소비자 행동을 보다 포괄적으로 이해하기 위해 개인적 가치, 신념, 정체성을 TPB 의 추가 구성요인으로 도입했다. 실용주의적 가치가 태도에 큰 영향을 미치기 때문에 슬로 패션 브랜드는 제품의 기능성과 품질을 강조해야 한다는 실질적인 시사점을 얻을 수 있다. 또한 슬로 패션 브랜드는 소비자의 도덕적 가치를 자극하는 마케팅 전략으로 윤리적 관행을 강조하여 슬로 패션 제품 구매 의도를 높일 필요가 있다. 마지막으로 슬로 패션 브랜드는 캠페인 전략의 일환으로 제품의 가치를 강조하고 온라인 및 오프라인 채널을 통해 브랜드 접근성을 확대해야 한다. 또한, 슬로 패션 제품에 대한 구매 의향을 높이기 위해 연령대에 따른 세분화된 마케팅 전략이 필요한다. Overproduction and consumption have resulted in environmental and social problems, including textile waste, labor issues, and water contamination. This situation has prompted consumers to shift to mindful consumption. Slow fashion arises as a solution to the existing issues by introducing the conscious concept of respecting the production process and prioritizing the product's longevity. The emergence of slow fashion brands in Indonesia, which aligns with the slow fashion concept of valuing local products, has motivated Indonesian consumers, particularly Millennials and Generation Z, to engage in responsible slow consumption. Nevertheless, current studies on slow fashion mainly focus on cognitive beliefs and environmental values. It is necessary to determine consumers' purchase intentions based on internal factors, such as consumption motivations, identity, and self-efficacy. The subjective belief plays an essential role in motivating individuals to purchase slow fashion products as it aligns with their internal and external identities. Therefore, this study aims to understand Indonesian consumers by examining the factors influencing purchase intention toward slow fashion products, including hedonic values, utilitarian values, moral identity, social identity, and perceived consumer effectiveness, as additional constructs to the Theory of Planned Behavior (TPB). An online survey was conducted among Indonesian females interested in and knowledgeable about slow fashion. Surveys were distributed through snowball sampling on social media (Twitter, Instagram, and WhatsApp). A screening question about knowledge of Indonesian slow fashion brands was performed to identify the eligible participants. A total of 304 data was collected and statistically analyzed using SPSS 25.0 and AMOS 23.0 programs. A multi-group analysis was also conducted to examine the differences between the age group of millennials and Generation Z. The findings of this study are as follows. Hedonic values did not significantly influence attitudes toward the purchase intention of slow fashion products. In contrast, utilitarian values positively affected attitudes, which means consumers perceived functionality other than pleasure aspects when it comes to their evaluation of slow fashion. Moral identity had a stronger impact on attitudes more than utilitarian values. Consumers prioritized moral and ethical values when shaping their attitudes toward slow fashion products. Furthermore, social identity significantly influenced subjective norms, indicating that consumers felt social pressure from their social identity as slow fashion consumers. Perceived consumer effectiveness positively influenced perceived behavioral control toward purchase intention, as consumers were confident in their capacity to make an impact when buying slow fashion products. Additionally, attitudes and perceived behavioral control positively affected the purchase intention. This study found that perceived behavioral control had a stronger influence on purchase intention than attitudes, which means that consumers decided to purchase slow fashion products based on their ability to manage available resources. However, subjective norms insignificantly influenced purchase intention, implying that social pressure did not impact Indonesian consumers' decision to buy slow fashion products. Distinct results were found in the age groups, specifically Generation Z (20-26 years old) and the Millennials (27-33 years old). Significant differences were found in the relationship between hedonic values and attitudes, moral identity and attitudes, attitudes and purchase intention, and perceived behavioral control and purchase intention. For Generation Z, hedonic values negatively impacted attitudes, while hedonic values did not significantly influence attitudes in Millennials. Moral identity was found to have a stronger effect on attitudes in the Millenials than in Generation Z. In contrast, attitudes did not significantly influence purchase intention in Generation Z, while attitudes positively influenced the Millennial's purchase intention toward slow fashion products. Lastly, perceived behavioral control had a stronger influence on purchase intention in Generation Z than in the millennials. This study offers theoretical and practical implications that can be used to increase purchase intention towards slow fashion products. For theoretical implications, this study introduces consumption values, identity, and beliefs as additional constructs in TPB to give a more comprehensive understanding of consumer behavior relating to slow fashion, including hedonic values, utilitarian values, moral identity, social identity, and perceived consumer effectiveness. For practical implications, slow fashion brands should emphasize the product's functionality and quality, as utilitarian values significantly impact attitudes. Additionally, slow fashion brands need to highlight ethical practices as marketing strategies to provoke consumers' moral values, aiming to increase their intention to purchase slow fashion products. Finally, slow fashion brands should emphasize product values as part of their campaign strategies and expand brand accessibility through online and offline channels. Specified marketing strategies based on age groups are also needed to increase their purchase intention toward slow fashion products based on their behavior.

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.

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.

(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.