Hanna Kim

The Normative Social Influence on Eco-Friendly Consumer Behavior: The Moderating Effect of Environmental Marketing Claims:

Building on the normative conduct theory and the extant literature of environmental marketing, this study explores whether eco-friendly consumer behavior in the apparel market is influenced by variations in social norms and by consumers environmental concern. An online survey was administered with a total of 332 members from a U.S. consumer panel. The results confirm the significant effects of the type of social norms (i.e., injunctive versus descriptive norms) and the level of environmental concern on purchase intentions. Furthermore, the type of environmental marketing claim (i.e., extrinsic versus intrinsic claims) is shown to moderate the positive influences of injunctive norms and of the level of environmental concern on purchase intentions. Theoretical and managerial implications are discussed.

The moderating roles of gender and age in tablet computer adoption.

This study aims to examine the relationship between perceived usefulness, ease of use, and enjoyment and attitude toward tablet computers, and between social influence and use intentions for such devices, as moderated by gender and age. Results from a partial least squares analysis using a sample of 482 consumers in South Korea showed that perceived usefulness and enjoyment have a positive effect on attitude toward tablets, while social influence and attitude toward tablet computers have a positive influence on intention to use tablets. Furthermore, gender and age moderated the relationship between perceived ease of use and attitude toward tablets.

Psychological Benefits of One-to-one Marketing in Apparel E-commerce: An Approach with Perceived Usefulness, Pleasure, Arousal, and Attitude toward the E-store

Wide-spread practitioner literature exists for the one-to-one marketing effect from a firm`s perspective; however, limited research discusses the psychological effect of one-to-one marketing from a consumer`s perspective. The authors test a model that integrates the level of consumer-perceived one-to-one marketing effort (OTO-E), instrumental (i.e., perceived usefulness) and affective benefits (Le., pleasure and arousal), and attitude toward the e-store (ATE). The analysis of an online survey (conducted with 195 U.S. undergraduates) confirms the positive effect of level of OTO-E on the benefits that influence ATE. In addition, it reveals the positive effect of the affective benefits on the instrumental benefit. The results expand the current research on the value of one-to-one marketing by presenting a consumer-oriented approach. As the study was conducted in the U.S. market with intense consumer demands for individuation of service, the results should provide useful managerial/ theoretical implications to Korean apparel e-tailers, concerning their future implementation of one-to-one marketing.

Antecedents of Fashion Brand Immunity to Negative Information and Impact on Brand Commitment

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand`s social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand`s social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

Moderating Effect of Luxury Value Perceptions in the Relationship between In-Store Emotions and Perceived Brand Luxury

Abstract The meaning of luxury varies by individuals. The differing luxury perceptions should influence the wayindividuals react to relevant marketing programs for luxury. Limited research exists on the topic despite inter-est in luxury segmentation and consumer-oriented values for luxury in marketplaces. Referring to the concep-tual framework by Wiedmann et al. (2007), we explored the moderation role of four dimensions of luxury valueperceptions (LVP; financial, functional, individual, and social dimensions), in the relationship between in-storeemotion and perceived brand luxury. A total of 218 U.S. consumers participated in our online survey using ahypothetical luxury store image. The results revealed the following: First, on the relationship between felt plea-sure and perceived brand luxury (PBL), the financial dimension of LVP only showed a significant moderationeffect. Second, the effect of felt arousal on PBL was moderated by the financial and social dimensions of LVP.Lastly, the individual dimension of LVP only moderated the relationship between felt dominance and PBL.Theoretical and managerial implications are suggested.Key words: Luxury value perceptions, In-store emotions, Perceived brand luxury