Eun-Mi Kang

Comparative Analysis Between Korean and Chinese Students in regards to Fashion Product Impulse Buying and Internet Shopping Satisfaction

Consumers often act impulsively when making internet purchases. Triggered by easy access to products, lack of social pressure, and absence of delivery impediments, impulse buying frequently occurs in the context of internet shopping. This study tests the structural equation model of the impulse buying process for fashion products when internet shopping and examines impulse buying process differences between Korean and Chinese consumers. A total of 985 usable questionnaires were obtained from college students. Data were analyzed by structural equation model analysis using a correlation matrix with a maximum likelihood by AMOS 21.0. Results showed that increased internet browsing by consumers resulted in more impulse buying as mediated by the urge to buy; in addition, more impulse buying by consumers resulted in a higher consumer satisfaction experience. Pure impulse buying created more important antecedents of satisfaction than the promotion-oriented impulse buying. Impulse buying showed a high similarity between Korean and Chinese consumers; however, increased influence from promotion activities resulted in more fashion product impulse buying for Chinese consumers versus Korean consumers. We confirm that one of the outcomes of the impulse buying process is impulse buying product satisfaction. Korean and Chinese consumers also present similarities and differences in fashion product impulse buying. A managerial implication is discussed for retailers of fashion products to develop strategies to increase consumer browsing and subsequently trigger impulse buying accompanied with consumer satisfaction.

Effects of Service Quality on Consumer Satisfaction and Repurchase Intention of Apparel Products and Hairdressing Services for Silver Consumers

Recently, the growing of the aging population by medical and science development, silver consumers were became new consumption market. The purposes of this study were to investigate the effects of service quality on consumer satisfaction and repurchase intention in the apparel store and hairdressing shop. Data were obtained from 853 women in the 50`s and 60`s who living in Busan. Data were analyzed by frequency analysis, factor analysis, Cronbach`s alpha, 1-test, and path analysis using SPSS WIN 12.0. The results of the study were as follows: First, service qualities of apparel store were composed of Personal Service, Facilities Service, Product Service, and Policy Service. Service quality of hairdressing shop were consisted of Personal Service, Facilities Service, Skill Service, and Policy Service. Second, repurchasing intention was differently influenced by perceived store service quality and consumer satisfaction when purchasing apparel products and hairdressing services. Salesperson or hairdresser was the most important variable for silver consumers` satisfaction, which influenced the repurchase intention of apparels or hairdressing services. This research extends a domain of fashion market research from the product to the service. Additionally, this study provides an insight into silver fashion marketers and retailers for developing market strategies for silver common. Implications are drawn for the information useful to consumer behavior researchers and retailers of the silver fashion market.

Impacts of Fashion Products Attributes and Mobile Shopping Mall Attributes on Impulse Buying Behavior and Satisfaction in Mobile Fashion Shopping Mall

Abstract : This study investigates the impact of fashion product attributes and mobile shopping mall attributes onimpulse buying behavior and mobile shopping satisfaction. The findings provide new information to marketers on mar-keting strategy for mobile shopping malls. We obtained 283 usable questionnaires from college students. Data were ana-lyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 21.0 and confirmatory factoranalysis and structural equation model analysis by AMOS 21.0. The results were as follows. The utility of fashion productsattributes had the greatest impact on impulse buying behavior when buying fashion products in a mobile mall. Utility hada negative effect on impulsive buying behavior and exhibitionistic had a positive effect on impulsive buying behavior. Next,continuous management of mobile shopping mall attributes influenced impulse buying behavior. In addition, impulse buy-ing behavior showed that the positive effect on satisfaction. Fashion product attributes had a greater impact on impulsivebuying behavior than mobile mall properties when buying fashion products in the mobile mall; in addition, impulse buyingfacilitated customer satisfaction.Key words: mobile shopping(모바일 쇼핑), fashion products attributes(패션제품 속성), mobile shopping mall attributes(모바일 쇼핑몰 속성), impulse buying behavior(충동구매 행동), satisfaction(만족)

Effects of Shopping Value, Positive Emotion and Urge to Buy Impulsively on E-impulse Buying for Apparel Products

Abstract E-shopping is traditional method to purchase products in a modern society. Fashion products are one ofthe most popular product categories sold and impulsively bought online. This study examined the causalrelationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the con-text of shopping for apparel products. A self-administered questionnaire developed from the literature wasadministered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equationmodel of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the datasupported most of the predictions. The results suggested that consumer shopping values (hedonic shoppingvalue and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotionurge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model,e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emo-tional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. Thereare implications that both positive emotion and impulsive buying are important predictors for the e-impulsebuying of apparel products by consumers. Moreover, the urge to buy impulsively was an important media-tor to determine the e-impulse buying of apparel products. This study provides insight to retailers and rese-archers to understand the structural relationship of consumer characteristics and the e-impulse buying of ap-parel products.Key words: Apparel products, Shopping value, Positive affect, Urge to buy impulsive, E-impulse buying;의류제품, 쇼핑가치, 긍정적 감정, 구매압박감, e-충동구매

The Elderly`s Lifestyle and Their Purchasing Behavior of Apparel Products and Hairdressing Services

Recently, the growing of the aging population resulting from the medical and science development has made the elderly consumer as a new market. The purposes of this study were 1) to examine the purchase behavior of apparel products and hairdressing services of elderly consumers, 2) to investigate the purchase behavior in the apparel store and hairdressing shop on lifestyle types. Data were collected from 853 women in their 50s and 60s living in Busan. Data were analyzed by frequency analysis, descriptive analysis, factor analysis, Cronbach#s alpha, Chi-square analysis, cluster analysis, one-way ANOVA and Duncan test using SPSS WIN 12.0. The results of the study were as follows: First. when elderly consumers purchased apparel product, they were likely to use credit cards, to shop alone or with friends at a department store, and to use the store as information source. In their purchases of hairdressing services, they tended to visit the near shop for a permanent service bimonthly and to depend on their past experiences for hairdressing. Second, elderly consumers were classified by the lifestyle into the Active self-fidelitist, Economy family-oriented, and Passive-stagnant. The purchase behaviors in the apparel store and hairdressing shop were different among lifestyle types. Implications were suggested for the consumer behavior researchers and retailers of the elderly fashion market.

Effects of Loyalty Program Values of Beauty Services on Store Loyalty through Customer Satisfaction and Switching Barrier

The purposes of this study was to investigate impacts of loyalty program value on store loyalty through customer satisfaction and switching barrier. This study suggests some basis about the direction guidance for successful storerunning marketing activities and beauty service related researches. A total of 986 usable questionnaires were obtained from female adults of Busan. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results suggested that, loyalty program value benefits(hedonic benefits and utilitarian benefits) had positive effect on customer satisfaction, and loyalty program value costs(hedonic costs and utilitarian costs) had oppositive effect on customer satisfaction. The impact of hedonic benefits of the loyalty program values was the largest. Customer satisfaction and switching barrier directly affect store loyalty. The customer satisfaction affected the store loyalty indirectly but the direct effect was bigger.

The Effect of Fashion Brand Apps on Smartphones Flow and Consumer Satisfaction in Mobile Shopping

The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

Analyzing Research Trends in the Chinese Fashion Market in Clothing, Construction and Merchandising -Based on secondary research of Korean Journals from 1998 through 2010-

Abstract The purpose of this study was to examine the Korean research trends of Chinese fashion market for clothing construction and merchandising. The data for this study consists of 118 researches published in six Korean journals from 1998 to 2010. The results were as follows: 1) For clothing construction, the most studied topic was body type, and for merchandising, individual characteristics were mostly researched. 2) There were a large number of researches by multiple authors. 3) For clothing construction, they tended to be studied by the experimentation model and for merchandising, the questionnaire and survey were mostly used in researches. 4) Most researches used descriptive statistical methods for analysis. 5) And the data were mostly gathered from Chinese women.These findings provide significant insights into current trends and further studies in Chinese market. Keywords : chinese fashion market, chinese fashion research, clothing construction, clothing marketing, clothing research, garment industry