This study aims to analyze the variations in online clothing purchasing patterns based on demographic attributes and purchasing behavior. The survey subjects comprised individuals in their 10s to 50s who had prior experience with online shopping. The survey was conducted in Gyungnam from May to June 2022. A total of 397 questionnaires were analyzed using the χ2-test statistical method. The analysis of clothing purchase type based on demographic characteristics revealed differences in terms of gender, marital status, age, monthly income, and occupation. Notably, when analyzed by demographic characteristics and clothing purchase types, monthly online purchase frequency displayed significant differences in marital status, age, and occupation. Similarly, monthly purchase amounts through online platforms exhibited significant variations based on marital status, age, monthly income, and occupation. The online fashion platforms, when examined in relation to demographic characteristics and purchase types, showed significant differences across all variables. Clothing purchases by consumers seeking individuality and differentiation exhibited significant differences in age, occupation, and purchase types. Furthermore, the reasons for choosing online platforms for clothing purchases varied significantly based on age and occupation. These findings indicate diverse purchasing behaviors on online platforms influenced by demographic characteristics. These findings can be valuable for effectively segmenting the online fashion market.

This paper explores the relationships of various cognitive, attitudinal, and behavioural responses of e-discount sales promotion technique preferences consumers have when making purchases through online food delivery services (OFDS). This paper highlights new findings towards expanding e-discount and sales promotion literature and thus provide relevant implications.

In the rapidly changing online shopping environment, resulting from the impact of the COVID-19 pandemic, companies are implementing sales promotions, such as offering various discount coupons, to increase consumers' product purchase volume. They are also attracting consumers through low-price appeals, with the expectation of improving sales. However, sales promotions issued by companies have numerous usage conditions, and consumers need to make appropriate efforts to meet the stated conditions. Previous research on promotions and consumer behavior has primarily focused on analyzing monetary promotions (such as full discounts) or non-monetary promotions (such as reward points) individually, with little attention paid to a comparative analysis of the two. Additionally, the type of promoted product can impact consumer behavior.

Genderless fashion is a trend that involves clothing and accessories designed for anyone, regardless of gender identity, and may blur traditional gender boundaries by incorporating elements associated with men's or women's clothing. The trend is driven by changing attitudes towards gender, increasing awareness and acceptance of gender fluidity and non-binary identities, and a desire for more inclusive ways of expressing gender through fashion. Empirical evidence on how genderless or gender-neutral marketing efforts affect consumer response is limited. Our experimental study contributes to this literature by analyzing the role of clothing gender labels and consumer gender on purchase intention of clothing.

Many studies have suggested that e-commerce value creation potential depends on four interdependent factors Lock-In, Complementarity, Efficiency, and Novelty. In order to survive in the recent fierce competition, companies have also secured e-Trust that strengthens long-term business relationships by reducing consumer uncertainty. This study, while analyzing the value creation factors (Lock-in, Complementarity, Efficiency, Novelty, e-Trust) of recent e-commerce (online shopping mall) companies from the point of view of purchase intention, customer value (Functional value, Emotional value, Social value) We present an academic proposition that can also examine the mediating effect of value). First, through previous studies on value-based strategy and value creation in e-commerce, various discussions on the theoretical background necessary for effective value-based strategy establishment and strategy execution of e-commerce (online shopping mall) companies were reviewed. Second, it provides academic discussion and practical implications by presenting academic propositions on the value creation factors of e-commerce (online shopping mall) companies, purchase intentions, and customer value, and confirming the basis through empirical analysis.

The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

With the consolidation of online shopping, there is a need to gain insight into consumer decision-making within the digital sphere. The purpose of this study was to investigate factors that influence online shopping intention of fashion products, among female Millennials. By means of a proposed conceptual model, seven hypotheses were tested and data was collected from three hundred young females in South Africa. The data analysis was conducted using SEM in SPSS 23 and AMOS 23, and the results indicated that four of the seven hypotheses were supported. The results from this study provide online fashion retailers with insight into how they can utilise online shopping platforms to reap the financial results from this concept.

Indonesia is currently intensifying its level of awareness of the importance of starting a business as an entrepreneur. How to respond to technological developments to help support the growth of a start-up entrepreneur. Usually before buying a product, customers always think of many factors that can influence their buying decisions in online shopping. The two factors that most influencing are, Discounts and Promotions, which can greatly determine people's purchase intention, before finally buying the product. The researcher begin research with the aim to understand whether these 2 factors are factors that really affect someone's buying interest before doing online shopping. For this study, information and data collected by the survey by using means of questionnaires. And it standard measurements using a 5-point Likert scale, and processed by IBM SPSS Statistics 25 program. In this study, it has been found that indeed these two factors, Discounts and Promotions, are both influential in encouraging someone's purchase intention in conducting online shopping transactions. We found that both factors are significant and influence each other. The results of this study expected to help broaden the horizons of buyers and sellers about the benefits of discounts and promotions in online shopping.

The purpose of the current study was to examine the role of information on shapewear’s functionality in consumers’ purchase decisions in an online shopping context. Through two steps of stimulus development process, four mock websites were developed to conduct a main study. In the main study, a 2 (visual information: absent vs. present images of the shapewear’s functionality) x 2 (verbal information: absent vs. present descriptions of the shapewear’s functionality) between-subject factorial design was employed to examine the impact of visual and verbal information regarding the functionality of shapewear on the consumer decision-making process (i.e., attitudes and purchase intentions). The results showed that verbal information about how shapewear reduces the size of specific body parts (i.e., waist, abdomen, hips, and thighs) were effective in increasing perceived attractiveness in an online context, which increased attitudes and purchase intentions. In addition, attitudes toward the shapewear mediated the effects of expected physical attractiveness on purchase intentions. The results of this study provided empirical support for the importance of expected physical attractiveness in consumers’ online purchase decision on shapewear and useful managerial implications for enhancing the effectiveness of online shapewear presentations by including descriptions of the functionality of shapewear in decreasing the size of body parts.

The purpose of this study was to create a theoretical structure for the concept of purchasing risks by identifying the structure of purchasing risks that lead to obstacles in the purchasing decisions of consumers in fashion consumption via online channels. This was a secondary research using books, articles, prior researches, and academic journals on the five topics of “characteristics of fashion consumption,” “the concept of purchasing risks,” “purchasing risks by product types,” “purchasing risks by channel types,” and “purchasing risks of fashion consumption on online shopping channels.” According to the arguments of prior researches, the study divided the purchasing risks of fashion consumption through online shopping into four categories : (1) fundamental purchasing risks including financial risk and time loss risk pertaining to any product or channel, (2) online channel purchase risks, which include risks in payment, Information leaks, and delivery and return/exchange risk, (3) fashion product risk related to product quality or experience of other people, which includes social risks and risks associated with quality, and (4) the online channel×fashion product risks, which include the aesthetic and psychological hazards especially amplified in online channels. The four risk factors were then described with a concept map to systemize the multidimensional and stereoscopic psychological structure of purchasing risks. Of the four risk factors, consumers placed the most emphasis on the online channel×fashion product risks, hence, reducing this risk factor is of utmost priority for marketing of online shopping channels.

본 연구는 중국소비자들이 가진 한국 인터넷 면세점에 대한 구매의도를 파악하고자, 인터넷 면세점의 e-서비스품질과 한류문화에 대한 태도를 주요 변인으로 설정하여 논의해 보았다. 분석 결과를 살펴보면, 첫째, 기존연구와 일치하게 홈페이지 시각적 디자인, 고객서비스, 안정성, 그리고 경제성 및 편리성 모든 인터넷면세점 e-서비스품질 특성요인들이 중국관광객의 구매의도에 긍정적인 영향을 미치는 것으로 도출되었다. 둘째, 한국 인터넷면세점의 e-서비스품질 특성 요인 중 홈페이지 시각적 디자인과 경제성 및 편리성이 구매의도에 미치는 영향에 있어서, 한류문화에 대한 태도가 유의미한 조절효과를 가지고 있는 것으로 나타났다. 본 연구의 결과는 중국 마케팅의 전략적인 관점에서 정부나 면세업체가 양국의 대한 경제적인 정책 및 한류문화 콘텐츠 전략을 수립하는데 도움을 줄 수 있을 것이다.

The millennials are an important generational group of consumers who purchase luxury online and therefore to know their attitude to luxury has become a significant subject for our study. This study explores whether materialism, need for uniqueness, susceptibility to normative influence, and social media usage affect millennials’ attitudes and purchase intentions toward luxury fashion brands online. In addition, this research examines moderating effect of each dimension of national culture on the relationship between factors and millennials’ attitudes toward luxury fashion brands online. Hofstede’s framework is considered to be the most reliable measure of national culture (Yeniyurt & Townsend, 2003). We used four dimensions of Hofstede’s model of national culture: masculinity, individualism, power distance and uncertainty avoidance. In study 1, we examine millennials’ attitudes toward luxury fashion brand through Q methodology. In study 2, we examine relationships between variables using the SPSS 20.0 program for descriptive statistical analysis and the AMOS 20.0 program for structural equation model (SEM) analysis. The findings will enable marketers of luxury fashion brands to understand millennials’ attitudes toward luxury fashion brands and increase the sales among this target group.

Online social interactions are known to be useful to improve business performances. As l ocal business retailers have limited resources in marketing, they can benefit by using onli ne social interactions for their business performances. In the same line of purpose, the ret ailers also exploit an online platform, such as discount coupon sites: they sell online coup ons for their offline products and services in the platform. Notably, the online platform ca n play an important role in generating online social interactions as well as final sales arou nd the retailing brands. It also provides a distinctive setting for consumers in that they pur chase products and services online only to consume their use offline. Given that consume rs are motivated by different purposes, their online social interactions may differ in the di sparity of purchasing online and consuming offline. Previous studies have witnessed the r elationship between social interactions and sales, but the relationship between environme ntal influences and social interactions remains unexplored. In this paper, we focus on the influences of online and offline environments where consumers are situated with the online platform on generating online social interactions as well as final sales. To this end, we look into two types of social interactions, i.e., product discussion and social referral, and two distinctive environmental influences, i.e., the influences from the same product page and from the local retail revenue where the focal business is located. Using data on online social interactions and offline retail revenues around a major coupon site in South Korea, our empirical analysis demonstrates interesting findings. The two types of social interactions and final sales respond in different way to the environmental influences. To be specific, in the online purchase context, the absolute influence lowers the generation of product discussion and sales while promoting social referrals. In the offline consumption context, however, the proportionate influence plays a role in driving these three outcomes. Our findings suggest that local business retailers should deploy their online platform strategies by concerning online and offline environments, in accordance with the specific marketing objectives regarding social interactions and sales.

Emotion has been discussed as a key element in the purchase decision process across several products and services by several researchers (Bagozzi, Gopinath, & Nyer, 1999; Kang, Jin, & Gavin, 2010; Lee & Park, 2013). Although a variety of products and services have been utilized to address the relationship between emotions and the purchase decision process, books, especially an online-book purchase environment, have been neglected in existing research of the relationship between emotions and the purchase decision process. Thus, the purposes of this study are 1) to investigate how book covers influence consumers’ purchase decisions in an online setting, 2) to examine the influence of two different criteria of book covers (the color of the book cover and the picture or photo on it) on consumers’ emotions of delight, and 3) to explore the cross-cultural differences (i.e., Japan vs. France) in the online book purchase decision process. Emotion is referred to “an affective, subjective, experimental, temporary, multidimensional phenomenon and a source of motivation caused by exogenous factors to the individual that interact with the process of treatment of the collected information for the purpose of experience of consumption” (Graillot, 1998, p. 12). In marketing, emotion is considered to be the beginning of the choice made by consumers (Derbaix & Pham, 1989), and many researchers have tried to find dimensions of emotion which better explain the consumer’s purchase decision process, such as circumstances (e.g., hope, relief, and joy), external cues (e.g., like, dislike, and anger), or self-created cues (e.g., regret, shame, and guilt) (Roseman, Antoniou, & Jose, 1996). In order to fill in gaps from previous research, in this study we present the following research hypotheses: H1: There will be a positive relationship between the color of the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore. H2: There will be a positive relationship between the picture or photo on the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore.H3: There will be a positive relationship between the consumer’s emotion of delight and a book’s perceived usefulness when purchasing a book from an online bookstore. H4: There will be a positive relationship between a book’s perceived usefulness and the purchase of the book. H5: The impact of the book cover on the purchase decision process will vary by country. Japan and France were chosen as the countries for the study as they are significantly similar in terms of the size of the book market on the global stage (Oricon, 2015), however the two countries are very dissimilar in terms of culture. In addition, there is no existing research that compares consumers in these two countries in an online book purchase setting. A total of 398 usable date sets were collected in Japan (n = 191) and France (n = 207) using a questionnaire survey. Two sets of questionnaires were developed in Japanese and French for the respondents and the respondents were randomly chosen for this study. All measurement items of each construct (i.e., the importance of the color of the book cover, the importance of the picture on the book cover, the emotions of delight, the perceived usefulness of the book, and the book purchase) were adopted from previous studies and measured using a 5-point Likert scale. To test the proposed research framework, in this study we developed a structural equation modeling method. Multigroup confirmatory factor analysis was conducted to test construct validity, which showed satisfactory evidence of convergent and discriminant validity. Based on Table 1, there is no significant relationship between the color of the book cover and the emotion of delight, therefore Hypothesis 1 was rejected. On the other hand, Hypotheses 2 (the relationship between the picture on the cover and the emotion of delight), Hypotheses 3 (the relationship between the emotion of delight and a book’s perceived usefulness), and Hypotheses 4 (the relationship between a book’s perceived usefulness and the book purchase) were found to be statistically significant. Finally, Hypothesis 5, indicating that the impact of the book cover on the purchase decision process varies across countries, was supported. In other words, the χ² difference test between the two countries revealed that an unconstrained model indicated a significantly better model fit than a fully constrained model (Δχ²(7) = 117.58, p < .001), indicating the evidence of differences in the path relationships between the two countries (Laukkanen et al., 2013). Since Hypothesis 5 was indicated to be significant, a further analysis of each path from Hypothesis 1 to Hypothesis 4 was conducted. This revealed that only the relationship between a book’s perceived usefulness and the book purchase was significantly different by country (Δχ²(1) = 3.91, p < .05). The study provides meaningful academic implications. This study examines the influence of the book cover on consumers’ emotions, which lead to the actual purchase of the book in an online setting and accurately explains the role of consumers’ emotions in the relationship. Furthermore, this study proved that the relationship between the book’s perceived usefulness and the purchase of the book was different by country. Given this, marketers should develop tailored marketing strategies for the two countries. For French consumers, practitioners should focus more on the usefulness of the book itself, such as the meaning of the book to readers, the impact of the book on readers, the potential for improving reader’s knowledge andhappiness, etc. In other words, marketers should emphasize and promote the concept of the usefulness of the book itself rather than the design components, such as the color of the book cover. Additionally, consumers’ emotions of delight have a significant role on the online book purchase decision, therefore promoting and arousing consumers’ positive emotions, for example, with music, easy transactions, easy access, etc., may be critical while shopping for books online.

Brand equity, “the marketing effects uniquely attributable to the brand” (Keller, 1993, p. 1), is at the heart of competition in the luxury goods market (Keller, 2009). While firms competing in this segment have come up with sophisticated ways to build brand equity, they are currently challenged by the increasing importance of the internet in consumers’ journeys (Kapferer & Bastien, 2012; Okonkwo, 2009). With online sales of luxury goods showing a twelvefold increase over the past 11 years (D’Arpizio et al., 2014), it is evident that luxury brands have to be present somehow in the digital environment today (Heine & Berghaus, 2014). The strategic purposes, business potentials, and consequences for brand equity of this presence, however, are still largely unexplored and remain a paradoxical topic. As a luxury brand’s website is the brand’s most valuable digital asset (Heine & Berghaus, 2014) and as there appears to be a consensus that luxury brands can use their websites to present their products in the digital environment, at least for purposes of communication, the question arises which products are most suitable for reinforcing the brand’s image. The roles a luxury brand’s products can play in relation to brand management can be classified between four poles spanning two dimensions, which this research terms ‘accessibility’ and ‘contemporariness’, in relation to Kapferer and Bastien’s (2012) luxury brand architecture map. Empirical evidence of these dimensions is, nevertheless, scarce, and yet no prior research has investigated these product roles in an e-commerce setting. The current study develops a model to test how an online purchase option and the contemporariness as well as the accessibility of the product assortment offered on the websites of luxury brands affect specific brand equity dimensions of luxury brands. Data of a 2x2x2-online scenario experiment were analyzed, showing that prestige and uniqueness value are non-significantly affected by offering an online purchase option, while functional value increases significantly. Regarding the displayed product assortment, the brand equity dimensions of functionality, prestige, and uniqueness are found to be significantly affected by the inaccessibility of the products, while their contemporariness elicits significant changes in uniqueness value. The study also assesses the mediating role of the brand attributes of availability, price premium, aesthetics, and innovativeness, as well as the moderating role of consumers’ prior brand ownership, for these effects.