Hee-Soon Yang

The Effect of Characteristics in Fashion Social Commerce Sites and SNS Subjective Norm on Consumer Attitudes towards Social Commerce and Purchase Intention of Fashion Products

Abstract This study investigates the effect of site characteristics in fashion social commerce and SNS subjectivenorms on the attitude of consumers towards social commerce and their purchase intentions for fashionproducts. In addition, this study tests consumer responses through a comparison of a group purchase mallversus a private mall. Respondents are limited to consumers aged 20 to 39 who have recently purchased fa-shion products through social commerce over the last month. Four hundred samples were used for the finalanalysis. Descriptive statistics, Cronbachs alphas, a confirmatory factor analysis, and a structural equation mo-deling analysis were conducted. The results are as follows. Product value, convenience and SNS subjectivenorms without trust significantly influenced the consumer attitude towards social commerce, and the attitudeof consumers positively influenced the purchase intentions of fashion products. In the group purchase mall,only convenience affected the attitude of consumers; in the private mall, product value, convenience andSNS subjective norm had an effect on the attitude of consumers. In addition, the SNS subjective norm po-sitively influenced purchase intentions directly as well as indirectly. Social commerce ought to offer pro-duct value and create a simple and convenient design to raise the purchase intentions of fashion products;in addition, they should use SNS functions to inform consumers of social commerce. It is imperative to im-plement different marketing strategies according to social commerce type.Key words: Social commerce, Group purchase mall, Private mall, Site characteristics, SNS subjectivenorm; 소셜커머스, 공동구매형, 프라이빗 쇼핑몰, 사이트 특성, SNS 주관적 규범

The Influences of Shopping Enjoyment and Risk Reduction on Behavioral Intention in Internet Shopping Malls using a Moving Virtual Model

This study investigates the influences of shopping enjoyment and risk reduction on customers` attitude and the behavioral intention in the Internet shopping mall using a moving virtual model. For this study, we produced a moving virtual model to present a fashion product. The virtual model walks for about one minute on the stage. After respondents viewed it, they completed a questionnaire. The questionnaire consists of online shopping enjoyment, risk reduction, customers` attitude and behavioral intention. Respondents are limited to females aged in their 20s and 30s, who have experienced Internet shopping and are highly interested in fashion products. 411 samples were used for the final analysis. Cronbach`s alpha, factor analysis, and multiple regression analysis were conducted. The results are as follows. Online shopping enjoyment and risk reduction influenced the behavioral intention directly as well as through the attitude. However, the size of the influence indicated that online shopping enjoyment is larger than risk reduction. Therefore, Internet malls should utilize the moving virtual model to provide customers with enjoyment and risk reduction, which will increase customers` favorable attitudes and the behavioral intention such as purchase intention and word of mouth.

Effects of Challenges and Skills on Flow-focused on a 2D Shopping Mall and a 3D Shopping Mall

Flow has attracted more interests in consumer behaviors, with pleasure and fantasy getting more important in shopping. Flow means the experience with which consumers feel as pleased and satisfied as in playing pleasantly, and the optimal experience they feel when they are indulged in an activity. The purpose of this study is to investigate the relationships among challenges, skills, flow experience, and future behavioral intention in online shopping malls. In addition, a 3D shopping mall and a 2D shopping mall were selected as the stimuli in order to examine the differences in flow experience in accordance with web site types. A survey questionnaire was developed and 700 data(2D group: n

The Effect of Technology Readiness, Fashion Innovativeness, and Participation Level Perception on Acceptance Intention of 3D Virtual Fitting Systems

This study investigates the influence of technology readiness, fashion innovativeness, and participation level perception on the acceptance intention of 3D virtual fitting systems. We presented a 3D virtual fitting system with detailed information that was watched by respondents who subsequently completed a research questionnaire. The data were collected from 300 subjects with an age range of 21 to 39 who have experienced Internet shopping. Descriptive statistics, Cronbach`s alpha, factor analysis, correlation analysis, and multiple regression analysis were conducted. The results were as follows. First, fashion innovativeness, technology innovativeness, participation level perception, and optimism significantly influenced the acceptance intention. Second, fashion innovativeness, technology innovativeness, participation level perception, and optimism positively influenced the acceptance intention in the male group; however, technology innovativeness, participation level perception, optimism, and insecurity significantly influenced the acceptance intention in the female group. The results indicated that a marketing strategy has to be designed that focuses on consumers with high technology, fashion innovativeness, and optimism to increase the acceptance intention. In addition, markers have to enhance a participation level perception that will contribute to the introduction of 3D virtual fitting systems. Another notable finding was the importance to differentiate marketing strategies according to gender.

Effect of Interactivity, Telepresence, and Flow toward Future Behavior Intention on Internet Shopping Malls

This study investigates the relationship among interactivity, telepresence, flow, and future behavior intention in internet shopping. Respondents were female consumers age 20 to 30. These consumers are regarded to have experience in internet shopping. 500 samples were used in this research. For data analysis, descriptive statistics, factor analysis, ANOVA, and multiple regression analysis were used for this study. As the result, interactivity, telepresence, and flow affect future behavior intention. Flow is the most influential variable affecting the future behavior intention. It implies that hedonic shopping experience (aroused by flow) can increase the future behavior intention of consumers. Consumers can operate and change the product image with convenience by encouraging interactivity between the internet fashion shopping mall and consumers. Through the technology, the experience `flow` of consumers can provide a sense of telepresence as if they were shopping in a real store. Consumers may feel unconscious of the passage of time and feel fun, free, and original. Therefore, the internet shopping mall should pay attention to what customers demand and reflect it through e-mail, real time chatting, and text messages. In addition, rich product information such as detailed images should be supplied to help customers visualize looks.

Adolescents` Fashion Innovativeness and Evaluation of Korean Image Fashion Products

The purpose of this study was to analyze market opportunities for Korean image fashion products, focusing on adolescents. In other words, preference, purchase intention and gift intention of adolescents on Korean image fashion products were analyzed. For this study, four stimuli which reflect Korean image were chosen. We measured design evaluation and adolescent fashion innovativeness. The subjects for this study were 219 high school students. The data were analyzed by descriptive statistics, ANOVA, Duncan test, cross-tabulation, correlation analysis, multiple regression. The more innovative the subject is, the higher the clothing purchase frequency and the purchase price are. Also, high-innovative group showed that they like Korean image fashion products more than low one. Product attributes such as prettiness and newness significantly influenced purchase intention for their own use and for others as a gift. In conclusion, when related marketers and scholars provide Korean image products that target adolescents, they should try to make those products more sophisticated and modern.

Apparel Brands` Implementation and Customers` Expectation of Mass Customization

Apparel goods can be customer-oriented in the extreme and the apparel industry is one of the most customer-centered industries that should maximize customers` satisfaction. Recently, mass customization, a customer-centered system is widely discussed in the apparel industry to provide consumers with new, differentiating, distinctive, yet personalized products. The purpose of this study is to provide useful insights for apparel brands` mass customization(hereafter, MC) implementation by comparing the apparel brands` current status with consumers` expectation. One hundred apparel brands` practitioners and 116 consumers were surveyed in this research. First, we found that, on the basis of the five stages of MC presented by Pine(1993), apparel brands` MC stages were identified. Then, customers` expectation levels were examined according to the five stages. When compared the gap between the customers` expectation level and the apparel brands` implementation, consumers` expectation of MC was significantly higher than the implementation level by apparel brands for the stage 2(customized products creation), the stage 5(modular production). Second, by conducting a factor analysis with the scales measuring the MC activities of the five stages, apparel brands` current MC strategies could be classified as `mass customized strategy`, `quick response strategy`, `MOT(moment of truth) customized strategy`, and `individualized service strategy.` Apparel brands showed significant differences in mass customized strategy, quickresponse strategy, and MOT customized strategy according to their product characteristics. Finally, consumers` expectation level of MC strategies was significantly different by their characteristics such as shopping orientation.

The Effect of Presentation of Apparel Products on Consumers' Approach Behavior using 3D Avatar Model

This study utilizes a S-O-R model to investigate the effects of apparel product presentations using a 3D avatar model in Internet fashion malls for pleasure(emotional state) and approach behavior. We chose a 3D avatar model to present a fashion product in this study. The model walked for about one minute on stage; subsequently, respondents com- pleted a questionnaire after they viewed it. The questionnaire consists of telepresence, pleasure and approach behavior. Respondents are limited to females 20s and 30s years old who have purchased fashion products in an Internet mall and are highly interested in fashion products. A total of 226 samples were used for the final analysis. Cronbachs alpha, cor- relation analysis, confirmatory factor analysis, and structural equation modeling were utilized in this study. The results are as follows. First, telepresence has a significant influence on pleasure; subsequently, pleasure influenced consumer approach behavior. Second, telepresence positively influenced the approach behavior (directly and indirectly). This verified the effectiveness of a 3D avatar model using S-O-R. A 3D avatar model can be a strategic alternative in the fiercely com- petitive Internet shopping sector.

Effects of Consumers' Technology Readiness on Telepresence and E-loyalty toward 3D Online Shopping Mall

Consumer responses to 3D online shopping malls are influenced by their attitudes toward technology. This study examines the consumer differentiation according to technology readiness, compares customers with different technology readiness in terms of their perceived telepresence and e-loyalty, and examines the effect of their perceived telepresence on their e-loyalty. Samples from 300 females aged 21 to 39 were used for the final analysis. The results are as follows. First, consumers were classified into three groups, Explorers (N

The Difference of TAM According to Purchase Intention of Customized Golf Gloves

This study investigates the attitude and intention of consumers to use customized golf gloves depending on the Technology Acceptance Model (TAM). TAM consists of perceived ease of use and perceived usefulness. To conduct the quantitative research, we collected data from 182 consumers. SPSS 14.0 was used for statistical analysis. Descriptive statistics, factor analysis, reliability analysis, t-test and path analysis were implemented. The results of this study are as follows. First, the subjects were divided into two groups with one group higher in purchase intention. The difference between the two groups was significant. The higher purchase intention group was higher in the perceived ease of use, perceived usefulness, and positive attitude toward customized golf gloves than the lower purchase intention group. In the lower group, the perceived ease of use and perceived usefulness influenced the intention to use through the attitudes of consumers. On the other hand, in the higher group, the perceived ease of use and perceived usefulness influenced the intention to use directly as well as through the attitude of consumers. Therefore, a different marketing strategy must be designed according to purchase intention in marketing innovative products.