WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET

Wei-Chih Tseng,Chun-Hui Chang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account

WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET

Wei-Chih Tseng,Chun-Hui Chang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account during their consumption experience. This study found that utilitarian and hedonic values are, indeed, the important driving antecedents for consumers to purchase organic products. Moreover, utilitarian value, compared to hedonic value, has a higher level of impact on the consumers’ purchase intention toward organic products. With regard to the sale of organic products, in addition to the emphasis on the interesting and exciting experience acquired from the purchase or use of organic products, what is more important is that managers can directly emphasize the quality, practical value of organic products, and the contribution that organic products make to people’s health and environmental protection. This not only directly drives consumers to purchase organic products but also further promotes the degree of satisfaction of consumers towards organic products, subsequently increasing the chances for organic products to be purchased. In particular, this study also finds that the main reason for people who never purchase organic products is that they do not yet have a preference toward organic products. For enterprises which want to extend the organic market in Taiwan, this study suggests that managers make consumer to be fond of organic products by driving hedonic and utilitarian value that can be provided by the organic products. Second, the influence of perceived behavioral control and attitude on purchase intention, as mentioned in the TPB in previous studies, was also supported in this study. In other words, when consumers purchase organic products, they have been deeply affected by factors regarding the degree of their knowledge of organic products or the accessibility of the organic products. In that case, the channel strategy and the store coverage of organic products should be very critical in the ever-booming organic products market in Taiwan. Besides, this investigation finds that a certain proportion of consumers do not purchase organic products because they do not understand the organic products, which is also a very important clue for the companies that intend to penetrate the market. They could spread environmental protection knowledge via the advertisements to educate consumers about the benefits (such as protecting the environment, and being good to health, etc.) of the usage of organic products. In that way, the potential consumers could be encouraged to purchase organic products and this will be beneficial for the development of total organic product market.

THE IMPACT OF CONSPICUOUS CONSUMPTION AND PERCEIVED VALUE ON NEW PRODUCT ADOPTION INTENTION: THE MODERATING ROLE OF CREATIVITY-SEEKING PERSONALITY

Meixiang Cui,Subin Im 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

The Relationship among Perceived Value, Customer Satisfaction, and Repurchase Intention of Private Brand: The Moderating Roles of Retailer Reputation and Perceived Risk

오재신,신재익,김대업,정기한 한국유통경영학회 2013 유통경영학회지 Vol.16 No.5

Private brands(PBs) are an important component of retail branding. Most conceptual and empirical research into branding focuses on manufacturer brands despite the growing importance of PBs. The purpose of this paper is to identify the relationship among perceived value(functional value,monetary value, social value, emotional value, and epistemic value), customer satisfaction, and repurchase intention, as well as the extent to which retailer reputation moderates the relationships between perceived value and customer satisfaction and repurchase intention, and perceived risk moderates the relationships between perceived value and customer satisfaction and repurchase intention. In addition, this study investigates the importance of sub-dimensions of perceived value. The results of this study show that perceived value positively affects customer satisfaction. Perceived value and customer satisfaction positively affect repurchase intention. The moderating effects of retailer reputation and perceived risk in the relationships between perceived value and repurchase intention are identified. Thus, retailer marketers should improve perceived value of PB in the perspective of customers.

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

김미경 사단법인 미래융합기술연구학회 2022 아시아태평양융합연구교류논문지 Vol.8 No.9

This study examines how the perceived bias, perceived risk, perceived ease to use, and perceived usefulness affect the intention to use Youtube algorithm recommendation service through VAM. The result of mediation analysis by Process macro, perceived usefulness had a positive effect on the perceived value of the algorithm recommendation of Youtube, and the perceived value had a positive effect on the intention to use. However, perceived usefulness did not affect intention to use by mediating the perceived value. The perceived ease to use had a positive effect on the perceived value and the perceived value had a positive effect on the intention to use the algorithm recommendation. The perceived ease to use had a positive effect not only on the intention to use but also on the intention to use by mediating the perceived value. The perceived bias had a positive effect on the perceived value of the algorithm recommendation, and the perceived value had a positive effect on intention to use it. The perceived bias directly had a positive effect on the intention to use and the intention to use by mediating the perceived value. The perceived risk had a positive effect on perceived value of the algorithm recommendation. The perceived value had a positive effect on the intention to use it. The perceived risk had a positive effect on the intention to use, but the perceived risk did not affect the intention to use it by mediating the perceived value.

화상회의 플랫폼의 지각가치에 관한 연구 : 휴리스틱-체계적 모델 과 가치기반수용모델을 중심으로

지엔항(To-Diem-Hang Tran),김민숙(Min-Sook Kim) 강원대학교 경영경제연구소 2021 Asia-Pacific Journal of Business Vol.12 No.2

Purpose - Due to the Covic-19 pandemic, the perceived value of video conferencing platforms has been increased drastically. However, there is little guidance on how service providers can improve video conferencing platforms. The purpose of this study is to investigate the factors that influence the users’ perceived value of video conferencing services based on the heuristic-systematic model and the value-based adoption model. Design/Methodology/Approach - In this paper, we theoretically explore the relationship of the antecedents of perceived value(credibility, expertise, attractiveness, economic feasibility, security, and interactivity) and its outcomes (perceived usefulness, perceived risk and perceived value). The outcomes of this research is a conceptualization of antecedents of perceived value supported by research hypothesis based on the existing literature. A total of 100 valid questionnaires were collected to empirically test the research model. Findings - The analysis results showed that credibility, economic feasibility, and interactivity positively influenced perceived usefulness. On the other hand, credibility, professionalism and interactivity negatively influenced perceived risk. Perceived usefulness positively affects perceived value and perceived risk has a negative effect on perceived value. The brand image as a moderating variable was found to decrease the effect of perceived risk on perceived value. Research Implications - The contribution of this study is significant for video conferencing providers as follows. First, a service provider can actively utilize influencers or referees with high credibility and expertise to maximize the perceived usefulness of users. Second, economic feasibility should be ensured in respect of users through various alliance discount strategies. Third, a video conferencing service company needs to build a positive brand image in order to increase users’ perceived value.

PB 제품에 대한 지각된 가치, 고객만족, 그리고 재구매의도의 관계: 유통업자 명성과 지각된 위험의 조절효과 중심으로

( Jae Sin Oh ),( Jae Ik Shin ),( Dae Up Kim ),( Ki Han Chung ) 한국유통경영학회(구 한국유통정보학회) 2013 유통정보학회지 Vol.16 No.5

Private brands(PBs) are an important component of retail branding. Most conceptual and empirical research into branding focuses on manufacturer brands despite the growing importance of PBs. The purpose of this paper is to identify the relationship among perceived value(functional value, monetary value, social value, emotional value, and epistemic value), customer satisfaction, and repurchase intention, as well as the extent to which retailer reputation moderates the relationships between perceived value and customer satisfaction and repurchase intention, and perceived risk moderates the relationships between perceived value and customer satisfaction and repurchase intention. In addition, this study investigates the importance of sub-dimensions of perceived value. The results of this study show that perceived value positively affects customer satisfaction. Perceived value and customer satisfaction positively affect repurchase intention. The moderating effects of retailer reputation and perceived risk in the relationships between perceived value and repurchase intention are identified. Thus, retailer marketers should improve perceived value of PB in the perspective of customers.

중고거래 앱 이용자의 지각된 가치가 이용의도에 미치는 영향 - 가치기반수용모델을 중심으로 -

유은정,홍기석 중국지역학회 2023 중국지역연구 Vol.10 No.3

This study aims to identify the factors that affect consumers' intention to use second-hand trading apps in the rapidly growing second-hand trading market in China. Based on the Value-based Adoption Model, this study verified the relationship between perceived benefits, perceived sacrifice, perceived value, and intention to use of second-hand trading app users. A survey was conducted with 235 individuals who had previous experience with second-hand trading, and the hypotheses were tested using structural equation modeling. The results of this study are as follows. First, it was found that perceived benefits (usefulness, enjoyment) have a positive impact on perceived value. This can be interpreted as consumers perceiving that using second-hand trading apps is beneficial in terms of being able to easily and quickly purchase desired items, as well as saving time and effort. Such perception of usefulness by consumers positively influences the perceived value. In addition, the more consumers perceive that they are interested and enjoyable while browsing second-hand goods or change their mood while using second-hand trading apps, it has a positive effect on perceived value. Second, security as a perceived sacrifice has a negative effect on perceived value, but product uncertainty as a perceived sacrifice has no negative effect on perceived value. If consumers perceive security risks during the transaction process of using second-hand trading apps, it can be considered to have a negative impact on perceived value. On the other hand, product uncertainty was found to have no significant influence on perceived value, considering the possibility that consumers participating in transactions are aware that the actual product quality may differ from their expectations due to the nature of second-hand trading. Third, perceived value has a positive effect on intention to use. It can be seen that the more people perceive that using a second-hand transaction app is worthwhile, the more they want to use the second-hand transaction app continuously.

구매자의 관여도 수준에 따라 가격할인이 지각가치, 구매의향, 탐색의도에 미치는 영향

윤남수,김재영,박영균 한국유통과학회 2011 유통과학연구 Vol.9 No.1

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage.5)6)7)Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value—such as perceived acquisition value and perceived transaction value—in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers’' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer’'s willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people ventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

인공지능 기반 모바일 U.I.의 지속적 사용 의도에 영향을 미치는 요인 분석 -가치 기반 수용 모델을 중심으로-

김경탁,송지성 한국디자인문화학회 2020 한국디자인문화학회지 Vol.26 No.2

Purpose and Necessity of this study: This study was conducted to empirically analyze factors affecting perceived value of A.I.-based mobile U.I. design and persistent intention to use it. In this study, two independent variables such as ‘Benefits of A.I.-based mobile U.I. design’ and ‘sacrifices to use A.I.-based mobile U.I. design’, and two dependent variables such as ‘perceived value’ and ‘persistent intention to use’(). Method and scope of this study: This study conducted theoretical analyses of mobile U.I. Design and ‘value-based acceptance model’, and empirical surveys for general users. The scope of the empirical survey was focused on a sample survey of respondents who participated in this study. Research contents and results: The results of this study are as follows. First, Hypothesis 1: ‘The benefits of A.I.-based mobile U.I. designs will have a statistically significant effect on the perceived value of A.I.-based mobile U.I. designs’, and its sub-hypotheses 1-1, 1-2 were all adopted. Among the two sub-factors of benefits, perceived usefulness has more influence on perceived value than perceived enjoyment7). Second, Hypothesis 2: ‘The sacrifices to use of A.I.-based mobile U.I. design will have a statistically significant effect on the perceived value of the A.I.-based mobile U.I. design’,(K and its sub-hypotheses 2-1, 2-2 were all adopted(). Among the two sub-factors of sacrifices, complexity of the technology has more influence on perceived value than security risk(. Third, Hypothesis 3: ‘The benefits of A.I.-based mobile U.I. design will have a statistically significant effect on persistent intention to use of it’, and its sub-hypotheses 3-1, 3-2 were all adopted(). Among the two sub-factors of benefits, perceived usefulness has more influence on perceived value than perceived enjoyment(Kim. 2017). Fourth, Hypothesis 4: ‘The sacrifices to use of A.I.-based mobile U.I. design will have a statistically significant effect on the persistent intention to use of it’, and its sub-hypotheses 4-1, 4-2 were all adopted(Kim. 2017). Among the two sub-factors of sacrifices, security risk has more influence on the persistent intention to use than complexity of the technology(7). Fifth, Hypothesis 5: ‘Perceived value of A.I.-based mobile U.I. design will have a statistically significant effect on persistent intention to use it’ was adopted). As described above, in order to enhance and improve the perceived value and persistent intention to use of A.I.-based mobile U.I. design, the perceived usefulness, the perceived enjoyment of use, the technical friendliness and convenience, the low cost should be activated and maintained(). In addition, this study conducted a more scientific and logical empirical analysis by using the ‘Value-based Adoption Model’, which is the theoretical analysis model of acceptance and use process of new technology..K I hope to provide effective theoretical, practical guidelines and basic references which will directly contribute to expand, disseminate and activate of A.I.-based mobile U.I. designs. 연구의 목적 및 필요성: 본 연구는 인공지능 기반모바일 U.I. 디자인의 지각된 가치와 지속적인 사용의도에 영향력을 미치는 요인들을 ‘가치 기반적 수용모델’을 토대로 실증 분석하기 위해 수행되었다. 이를통해, 본 연구는 인공지능 기반 모바일 U.I. 디자인이라는 신기술의 가치를 사용자들이 지각하고 수용하면서 지속적⋅중장기적으로 사용하려는 의도 등에 영향을 미치는 요인들을 분석입증하였다. 이를 통해 인공지능 기반 모바일 U.I. 디자인의 보급과⋅확산에 도움이 되는 이론적, 실무적 지침을 제공하고자 한다. 연구의 방법 및 범위: 이를 위해 본 연구는 모바일U.I. 디자인과 ‘가치 기반 수용 모델’에 대한 이론적고찰 및 일반 사용자를 대상으로 하는 실증 조사(설문 조사)를 병행하였다. 실증 조사의 범위는 본 연구가 수행한 설문조사에 참여한 응답자들을 대상으로한 표본 조사 중심으로 진행하였다. 연구내용 및 결과: 본 연구 결과를 요약하면 다음과같다. 첫째, 인공지능 기반 모바일 U.I. 디자인을 통해얻을 수 있는 ‘이익’은 사용자들의 ‘지각된 가치’에 유의미한 정정(+)의 영향을 미치는 것으로 나타났다(유훈, 2018). 따라서 본 연구의 가설 제1과 세부적 가설1-1, 1-2는 모두들 채택되었다. 이익의 2종 하위 요인들 중에 ‘지각된 유용성’이 ‘지각된 즐거움’보다도 더더욱 많은 영향을 미치는 것으로 분석되었다(유훈, 2018). 둘째, 인공지능 기반 모바일 U.I. 디자인 사용을 위해 감수해야 할 ‘희생’은 사용자들의 ‘지각된 가치’에 유의미한 부적인(-)의 영향을 미치는 것으로 나타났다(유훈, 2018). 따라서 본 연구의 가설 2와 세부적 가설 2-1, 2-2는 모두들 채택되었다. 희생의 2종하위의 요인들 중에 ‘기술의 복잡성’이 ‘보안의 위험성’보다 많은 부적인(-)의 영향을 미치는 것으로 분석되었다. 셋째, 인공지능 기반 모바일 U.I. 디자인을 통해 얻을 수 있는 ‘이익’은 사용자들의 ‘지속적인 사용의도’에 유의미한 정적인(+)의 영향을 미치는 것으로나타났다(유훈, 2018). 따라서 본 연구의 가설 제3과세부 가설인 3-1, 3-2은 모두들 채택되었다. 이익의 2 종 하위 요인들 중에 ‘지각된 유용성’이 ‘지각된 즐거움’보다 좀많은 영향을 미치는 것으로 분석되었다(유훈, 2018). 넷째, 인공지능 기반 모바일 U.I. 디자인의사용과정을 위해 감수해야 할 ‘희생’은 사용자들의 ‘지속적인 사용 의도’에 유의미한 부적인(-)의 영향을 미치는 것으로 나타났다. 따라서 본 연구의 가설 제4와세부 가설인 4-1, 4-2는 모두 채택되었다(유훈, 2018). 희생의 2종 하위 요인들 중에 ‘보안적 위험성’이 ‘기술의 복잡성향’보다 좀 많은 영향을 미치는 것으로 분석되었다. 다섯째, 인공지능 기반 모바일 U.I. 디자인의지각된 가치체계는 지속적인 사용 의도에 유의미한정적인(+)의 영향을 미치는 것으로 나타났다. 따라서본 연구의 가설 제5는 채택되었다(유훈, 2018). 위의 결과들을 보면, 사용자들은 인공지능 기반 모바일 U.I. 디자인의 수용 및 지속적 사용 과정에서 지각된 즐거움이나 유쾌함, 기쁨, 만족감 등보다는 실질적인 유용성, 일상생활과 직무 등에 도움이 되는 속성을 보다 중시함을 알 수 있다. 또한 인공지능 기반 모바일 U.I. 디자인의 가치를 지각하고 이를 새롭게 수용하려는 단계에서는 기술적 복잡성을 신경 쓰는 반면, 지속적⋅장기적 사용을 위해서는 보안 위험성을좀 더 우려함을 알 수...