제품유형과 가격, 브랜드 이미지 등의 상호작용이 소비자의 구매의도와 품질지각에 미치는 효과에 대해서는 다양한 현상을 관찰해 왔다. 그러나 제품유형과 제조방식의 상호작용이 이 요인들에 미치는 효과에 대해서는 연구가 드물었다. 그러나 3D프린터의 등장은 기계를 통한 자동화 생산과 수공예로 대표되던 제조방식에 3D프린팅이라는 새로운 방식을 추가하였고, 이러한 새로운 틀이 소비자의 구매의도와 품질지각에 영향을 미칠 가능성이 있기에 연구가 필요하다. 따라서 본 연구는 제품유형과 제조방식의 상호작용이 구매의도와 품질지각에 미치는 효과를 검증하기 위하여 이루어졌 다. 이를 위한 실험 1은 성격이 다른 제품유형(드론 vs. 바이올린 vs. 컵)을 선정하였고, 제품유형별로 선호하는 제조방식 이 다르게 나타나는지 측정하였다. 결과적으로 소비자들은 드론과 같은 최신제품은 3D프린팅 제작을, 바이올린은 수공예 제작을, 컵은 대량생산이 용이한 기계 제작을 선호하는 것으로 나타났다. 실험 2는 제품유형에 따른 제작방식 선호의 차이가 구매의도와 품질지각에 미치는 영향에 대한 검증을 시도하였다. 즉 드론은 3D프린팅 제조일 때 구매의도 가 가장 높았고, 바이올린은 수공예일 때 구매의도가 가장 높았으며, 컵은 기계 제작일 때 구매의도가 가장 높았다. 또한 드론은 제작방식 간 품질지각에 차이가 없었던 반면, 바이올린은 수공예의 품질을 가장 우수하다고 지각했고, 컵은 3D프린팅에서 품질을 가장 낮게 지각했다(컵은 3D프린팅 제작일 때 구매의도도 가장 낮았다). 본 연구가 소비자 심리학, 마케팅, 광고 등의 분야에 폭넓은 시사점을 줄 것으로 기대한다.

목 적: 안경과 콘택트렌즈 구매장소에 따라 안경사의 직무신뢰도 및 안경과 콘택트렌즈 가격의 만족도에 대한 의견 차이가 있는지에 대하여 알아보고자 하였다. 방 법: 2015년 5월에서 6월 두 달 동안 대구·경북, 부산·경남지역의 안경광학과 재학생과 고객을 대상 으로 안경과 콘택트렌즈 구매 장소, 안경사의 판매 및 검안에 대한 신뢰도 및 안경과 콘택트렌즈 구매가격 만족도에 대한 설문을 실시하였다. 결 과: 직무신뢰도에서 검안은 남자의 평균값이 가장 높았고(3.89±0.88), 가격만족도에서는 모두 여자 의 평균값이 높았다(3.18±0.72). 구매장소에 따른 상관관계에서는 비 프랜차이즈의 검안신뢰도가 가장 높 았다(3.99±0.91). 결 론: 구매장소에 따른 직무신뢰도와 가격만족도에 대하여 일부 항목에서 유의한 차이가 나타났고, 이 결과를 바탕으로 직무신뢰도와 가격만족도를 높이는 자료로 이용될 수 있을 것이라고 생각한다.

As consumers’ interest in social responsibility (SR) has greatly increased in the last two decades, a growing body of academic research has examined the influence of consumers’ environmental consciousness on their attitudes and purchase intentions toward environment-friendly apparel products. Use of environment-friendly shopping bags (EFSB; recycled and reusable bags) is an example of how apparel retailers engage in SR. However, little research has examined consumers’ perceptions and their responses to the use of EFSB. To fill this research gap, this study examined the impact of young consumers’ perceptions of EFSB and environmental consciousness on their attitudes and purchase intentions toward apparel retailers using EFSB. An online survey was conducted for data collection. A convenience sample of 212 college students was obtained from a large mid-Southern university in the U.S. A simple linear regression analysis was conducted to test all hypotheses. Results showed that young consumers’ perceptions of EFSB positively influenced their environmental consciousness and their attitudes toward apparel retailers that use EFSB, which led to purchase intentions toward the retailers. Findings confirmed that young consumers placed a great degree of importance on EFSB and, therefore, would purchase apparel from retailers that use recycled or reusable shopping bags. These findings imply that providing EFSB is important in enhancing positive attitudes and purchase intentions toward apparel retailers.

The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.

The objective of this study was to propose motivation for the analysis of consumer’s purchasing behavior and willingness to pay for the new soymilk products in cooperative stores. We surveyed the purchasing behavior, willingness to purchase, willingness to pay, and impact factors on willingness to pay. The results indicated that most consumers drank soymilk more than once per week. The reasons for consuming soymilk were health, nutrition, and taste, in order. When purchasing soymilk, consumers considered environment-friendly, quality, country of origin, brand, and price, consecutively. Taste was also an essential quality factor. Thus, consumers showed some willingness to purchase new soymilk products. In addition, cooperative members considered environmental characteristics of raw material and improvement of preference for final product as more important than functionality or food additives. Differentiation of process and marketing strategies are required for the development of soymilk products for cooperative members.

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers' purchase intention, Second, it wanted to assess the moderating effects of consumers' aesthetic seeking tendency on their decision-making process. Based on the stimulus-organism-response (S-O-R) paradigm and the product personality-brand identification-purchase intention model, this study proposed a research model, the benefits-product identification-purchase intention model. To test the model, a survey was conducted of female college students; a total of 298 questionnaires were analyzed. The stimulus used was a popular model of Nike running footwear: the Luna Eclipse+2. Factor analysis and structural equation analysis were conducted to analyze the research model. The results indicate : (1) The aesthetic benefit influenced product identification positively. The aesthetic benefit, functional benefit and product identification were all positively related to purchase intention. (2) The aesthetic seeking tendency mediated the influences of product benefits on consumers' purchase intention in the decision-making process. For consumers in the ‘high’ level group of aesthetic seeking tendency, aesthetic benefit and social benefit affected purchase intention and for consumers in the ‘low’ level group of aesthetic seeking tendency, the functional benefit only affected purchase intention. Based on this study, we find evidence that product benefits and aesthetic seeking tendency play important roles in consumers' decision-making process in product purchase.

Social networking sites (SNS) are defined as web-based services that enable consumers to create a public profile and a list of contacts with whom they share a social network (Kang et al., 2014). On SNS sites, consumers can find the right product, obtain advice from people, make purchases, post product recommendations, reviews and photos, and create SNS communities (Shen, 2008). The shopping motive acts as an important trigger to browse for products on social media websites. Product browsing over social media sites could influence the intention of future purchase and sharing information of product and brand with friend and acquaintances. For companies related to social media business, both intention to purchase and information sharing are crucial elements. However, few efforts have been made to identify the factors driving consumer intentions to purchase and word-of-mouth of fashion products on social media sites. The objectives of this study were to determine the factor to facilitate product browsing and to find out the causative relationship among influential factors and consumer intentions to purchase and word-of-mouth of fashion products on social media sites. The instrument was developed based on the previous literatures (Brien, 2010; Park, et al., 2012; To, 2007; Woo & Hwang, 2013) and each item was measured by five-point Liker type scales. A total of 269 data were collected during a regularly scheduled class in universities, who have experienced to purchase fashion products or make a product review on social media sites. Mean age of the respondents was 22.3 years old. Nearly 75.3 percent of the subjects were women, and more than half of the respondents (61.6%) have purchased the products (e.g., apparel, shoes, etc.) on social commerce sites over three years. The structure equation model analysis was conducted by AMOS 23.0 using a correlation matrix with maximum likelihood approach. The structural equation model was relatively acceptable (chi-square value = 136.30, df = 66, p = .000; GFI = .94, AGFI = .91, RMR = .05). Cronbach's alphas were ranged between .83 and .87. This result suggests that utilitarian shopping motives have influenced directly product browsing, purchase intention, and word-of-mouth intentions of fashion products on social media sites. The more product browsing on social media sites, the more intended to purchase and word-of-mouth of fashion products with friend and acquaintances. It implies that consumer with utilitarian shopping motives are likely to more browse, and then to more purchase and write the review of fashion products on social media sites. However, consumers with hedonic shopping motives are prone to more write the review of fashion products to their friends and acquaintances without product browsing or purchase intention on social media sites.

A product’s competitive position (CP) identifies the segment the product is targeting and the value proposition it offers that differentiates it from its competitors (Hooley & Greenley, 2005). Having a clear, strong competitive position for products in the mind of the consumer, known as the perceived position, is considered to be absolutely imperative for products to compete in today’s market. In order to get to this evaluation or judgment on the product’s position, consumers need to sift through the ever-growing availability of organization and market-derived information. Consumer behavior literature dictates that such a judgment would have a level of confidence attached to it, specifically known as belief-confidence. Extensive literature has empirically linked belief-confidence to purchase intention (Bennell & Harrell, 1975; Howard & Steth, 1969; Laroche, Kim, & Zhou, 1995; Russo, Medvec, & Melov, 1996), however the construct has not been examined relative to the strategic concept of competitive product positioning. This research proposes a framework that suggests when the consumer’s perceived position for a product matches their purchase goal, [for example a consumer is seeking a ‘top of the range’ personal laptop and after evaluating laptop alternatives in the market judges product X as the ‘top of the range’ offering] the consumer’s confidence in their positioning judgment acts as a moderator, magnifying its ultimate effect on purchase intention. Given that judgment confidence is context specific (Chandrashekaran, Rotte & Grewal, 2005), this research suggests three antecedents to consumers’ confidence in competitive positions of products (1) position clarity (2) position consistency (3) alignment between the initial and post (information search) perceived positions. Support for these antecedents stems from various fields of literature including positioning implementation; consumer perception; judgment revision; information distortion and brand equity signaling (Erdem & Swait, 1998; Muthukrishnam, 2002; Russo, Medvec, & Melov, 1996; Crawford, 1985). Two between-subjects factorial experiments entailing a mock information search designed to manipulate (1) and (2) of the proposed antecedents will be administered online, whereby total n=540. Measures taken pre and post the experiment will enable validation of the remaining variables in the conceptual model. This research aims to show that adding a confidence measure to positioning measurement such as perceptual mapping, is a better predictor of purchase intention (when coupled with purchase goal), than positioning measurement alone. It ultimately gives managers an insight into what drives consumers’ confidence in deciphering what a product stands for amongst its competitors.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

As its use widens across many different industries such as airlines, retailing, banking, and hotels, the effective management of customer loyalty programs is becoming an important issue. Previous studies have shown that loyalty programs have a positive impact on customer retention, customer share, market share, and sales (Bolton et al., 2000; Mägi, 2003; Verhoef, 2003; Lacey et al., 2007). A loyalty program is defined as any institutionalized incentive system that attempts to enhance consumers’ consumption behavior over time beyond the direct effects of changes to the price or the core offering (De Wulf et al., 2001; Palmatier et al., 2006; Henderson et al., 2011). The fundamental goal of loyalty programs of firms is to have a long-term relationship with their customers and to increase their customer lifetime value (Reichheld, 1993; Sharp and Sharp, 1997). Most earlier studies that showed positive effects of loyalty programs have been mainly concerned about the changes in customer response resulting from being inducted into the VIP program (Bolton et al., 2000; Mägi, 2003; Verhoef, 2003; Lacey et al., 2007). On the other hand, most loyalty programs are hierarchical, which sets several customer classes and provides preferential benefits to customers based on their status. And customers who are placed at higher VIP level are required to spend larger amounts to maintain that status level. Under these types of loyalty programs, many recent studies have focused on how customers perceive and respond to their status and the accompanying preferential treatments (Mathies and Gudergan, 2012; Mayser and Wangenheim, 2013; Xia and Kukar-Kinney, 2014; Pez et al., 2015). Companies adjust each customer’s VIP status level on a regular(yearly) basis based on his or her actual spending level during the previous period. A customer can be demoted to a lower level if he or she fails to spend the required amount while a customer can be elevated to a higher level if the spending exceeded the required level. Although this is a common practice in the industry, only a few studies to date have looked at customer responses to changes in their status level (Wagner et al., 2009; Berlo et al., 2014; Eggert et al., 2015; Hwang and Kwon, 2015). While most of these studies have relied on measuring attitudes under experimental conditions, the motivation of this research is to examine customers’ actual behavioral response to a status adjustment using real-life data. We particularly focus on the effects of status demotion and how the response is moderated by situational or psychological factors. Specifically, the research questions are presented as follows: 1)If customers are demoted as a result of not fulfilling the firm’s required spending level, how does their purchase behavior change? 2) How does the shortfall amount (the difference between the spending required to maintain the status and the actual spending) impact the demotion effect? 3) What moderators strengthen or weaken the relationship? Using actual VIP customer data from one of the major department stores in Korea, this paper applies the event study methodology to investigate changes in customer purchase behavior resulting from a demotion. Shortfall amount, which can be defined as the degree to which a demoted customer does not meet the firm’s required spending level, is the key variable in analyzing the different purchase response of demoted customers. Propensity for conspicuous consumption and store familiarity of the customers are also proposed as moderators that interact with the shortfall amount. People who experience status demotion in organizations have been found to respond negatively toward the organization by reducing their loyalty, trust, or commitment and increasing switching intentions to other organizations (Pfeffer, 1981; Trice and Beyer, 1984; Wagner et al., 2009; Berlo et al., 2014; Hwang and Kwon, 2015). Status demotion of VIP customers is also expected to negatively influence their purchase behavior. Equity theory (Adams, 1963) provides the conceptual foundation for hypothesizing about the role of shortfall amount in moderating the negative effect of status demotion on customers’ purchase amount. According to equity theory, people in social exchange relationships perceive the fairness of transactions by comparing their inputs (costs) into the exchange to outputs (benefits) from the exchange. People also perceive the fairness by evaluating whether their input/output ratio is consistent with that of their referent groups. Adams (1963) argues that people are motivated to restore equity when they perceive unfairness in a social exchange relationship by increasing or decreasing inputs based on their input/output ratio relative to that of their referents. In our context, the equity theory implies that demoted customers whose shortfall amount is smaller are more likely to perceive the status change to be more unfair than those whose shortfall amount is larger. These customers may feel that the decrease in preferential treatment they receive due to demotion is unfairly large given the small difference in spending between themselves and those who were able to maintain their status level. They may also feel that their spending (i.e., contribution to the company) is much greater than other customers in the lower demoted status level. To the extent that these customers are likely to feel that the exchange relationship with the firm is unjust, they will respond negatively toward the firm (Campbell, 1999; Xia and Kukar-Kinney, 2014) and it is predicted that they will show a larger decrease in their post demotion spending compared to their counterparts whose shortfall amount is larger. That is, the smaller (greater) the demoted customers’ shortfall, the stronger (weaker) the negative relationship between customer demotion and purchase amount. In this research, consumers’ propensity for conspicuous consumption and store familiarity are presented as variables that moderate the effect of shortfall amount on post demotion spending. Desire for status motivates conspicuous consumption and often leads to purchases of luxurious or altruistic goods (Han et al., 2010). Rucker and Galinsky (2008) argued that consumers are more willing to spend for status-related goods when they feel that they have low power. Based on the literature, it is anticipated that the effect of shortfall will be diluted if a demoted customer has strong propensity for conspicuous consumption as he or she may increase purchases to overcome threats caused by status reduction. In other words, when customers are demoted, the effect of shortfall on purchase amount is weakened as propensity for conspicuous consumption becomes higher. Familiarity is defined as the number of product-related experiences that have been accumulated by a consumer (Alba and Hutchinson, 1987). As the familiarity with a product increases, consumers generally reduce cognitive effort in choosing the product and are more likely to select it habitually or in inertia (Rhee, 2003). Assael (1998) proposed that a process of consumers’ product choice is similar with that of consumers’ store selection. Thus, based on previous studies, it is predicted that the effect of shortfall on post demotion purchase amount is diluted if a demoted customer’s store familiarity is higher because he or she may be less likely to decrease purchases since they face a higher cost of switching to other stores. In other words, when customers are demoted, the effect of shortfall on purchase amount is weakened as store familiarity becomes higher. This research applies the event study method to study the impact of shortfall amount on post demotion change in purchase amount. Specifically, we capture the increase or decrease in post demotion purchase through notion of cumulative abnormal purchase amount. Cumulative abnormal purchase amount is obtained for each demoted customer by calculating the difference between the actual purchase amount after the status change with the expected purchase amount (i.e., baseline) if the customer had not experienced the status demotion. If the actual purchase amount is smaller than the baseline, then the cumulative abnormal purchase amount is negative, which indicates that the customer responded negatively to the demotion. The results revealed that the average cumulative abnormal purchase amount of demoted customers was negative. Also, the shortfall amount had a positive impact on the cumulative abnormal purchase amount, supporting the hypothesis that demoted customers whose shortfall was small were more likely to show a larger decrease in post demotion purchase(i.e., larger negative cumulative abnormal purchase amount). Both of the moderating variables--propensity for conspicuous consumption and store familiarity of demoted customers--weakened the effect of shortfall on the cumulative abnormal purchase amount. This paper contributes to the literature by extending the understanding of consumer behavior in the context of hierarchical loyalty programs and status reduction in a real-world setting. Specifically, this study uses the notion of perceived fairness adopted from equity theory to hypothesize about the moderating role of shortfall amount on the effect of status demotion. This paper also provides several managerial implications to help marketing managers manage their loyalty program more effectively. First, it is important for the managers to recognize possible negative aspects of hierarchical loyalty programs where certain customers are inevitably demoted to lower status levels. Second, since demoted customers who ‘just miss’ the cutoff by only a small amount may perceive injustice, managers may need to look for a method to reduce such customers’ negative response. Third, companies could also seek for ways to weaken the negative effect of customer demotion through the development of marketing plans based on customer characteristics such as propensity for conspicuous consumption and store familiarity.

The objective of this study is to examine the effect of food scandals on trust towards the corporate brand and purchase intention in Japan. Drawing on Mayer, Davis and Schoorman’s Model of Organizational Trust (1995) this study explores the effects of perceived trustworthiness, trust, and perceived risk on a consumer’s intention to purchase. In Japan, consumers were outraged when some top hotels and department stores were found to have mislabeled foods, selling cheaper alternatives instead of the expensive foods offered on the menu and using expired products (Grace, 2007; Japan Today, 2013; Kageyama, 2007; Onishi, 2007; Spitzer, 2013). The various food scandals have led to product shunning, fear, distrust and suspicion among consumers (Garretson & Burton, 2000; Niewczas, 2014; Smith & Riethmuller, 1999; Yeung & Morris, 2001). Thus this research was conducted to identify the influence of food scandals involving well-established Japanese supermarkets on consumer trust and risk perception. The influence of culture in shaping purchase intention was also explored. Trust itself is a concept that is elusive with myriad definitions ranging from Luhmann’s (1979) sociological theory of trust that looks as trust being a function of high perceived risk and experience to Deutsch (1973) who defines it as the willingness to be dependent on others in the belief that the other party will not disappoint intentionally. Luhmann (1979) argues that in order for trust to be apparent there has to be high-perceived risk. Various studies have also focused on trust being operational when there is risk‐taking behavior (Anderson & Narus, 1990; Canning & Hammer‐Llyod, 2007; Doney & Canon, 1997; Morgan & Hunt, 1994). In the food sector, as consumers lose control over knowing about the food we eat due to the increasing complexity of the food system trust becomes an essential component. Consumers have to trust food producers ranging from farmers to food companies as well as the public authorities to ensure food safety, quality and adequate supply. Consumers display different and inconsistent reactions regarding food safety that affects the perception of quality and their willingness‐to‐pay (Berg, 2004; Brewer & Rojas, 2008).

Background and Purpose of Study: Social commerce refers to a form of electronic commerce based on Social Networking Service (SNS) and has grown substantially since the advent of Groupon in 2008. The growth of social commerce was accelerated with the increased popularity of SNS, where consumers share product information and reviews and the information is spread to others through SNS in real time (KB financial group, 2015). Social commerce can be divided into three types: (1) online group buying, (2) online shopping linked with the SNS, and (3) online shopping in SNS. The first type of social commerce is the most common type in Korea and the current study conducted an experiment based on the online group buying format. In the group buying social commerce, consumers gather together to purchase a product with a cheaper price. Placing a large order facilitates price promotion, (Yuan, & Lin, 2004) and buyers benefit from the cheaper price through the group buying (Zeng, Huang, & Dou, 2009). Group buying websites provides consumers with two types of information: time left for the promotion (time pressure) and the number of product sold (product popularity), and the overall purpose of this study is to examine the effects of time pressure, product popularity and website reputation on purchase intention. Hypotheses Development: Consumers make a purchase on social commerce websites because they can get a product with a cheaper price through group buying. Thus, this study is based on the assumption that all products are under price promotion. According to prospect theory, consumers are more likely to be sensitive to losses than gains. Consumers initially perceive a price promotion as a potential gain, but as the expiration approaches, they are more likely to perceive the promotion as a potential loss, which consequently increase purchase intention (Inman & McAlister, 1994). Also, a statement indicating product popularity, such as ‘the best-selling item’ increases purchase intention (Jeong & Kwon, 2012). Signaling theory provides a useful insight into understanding the effects of website reputation. Since consumers use a website reputation as an indicator of quality (Kirmani & Rao, 2000), they generally respond more positively to well-known websites than unknown websites (Shamdasani, Stanaland, & Tan, 2001). Therefore, based on the literature review, the following hypotheses are developed.H1: High time pressure has a greater impact on purchase intention than low time pressure. H2: High product popularity has a greater impact on purchase intention than low product popularity. H3: Well-known website has a greater impact on purchase intention than unknown website. H4: The effect of time pressure on purchase intention differs as a function of product popularity. H5: The effect of time pressure on purchase intention differs as a function of website reputation. H6: The effect of product popularity on purchase intention differs as a function of website reputation. Method: This study’s design is a 2 (time pressure: high vs. low) x 2 (popularity: high vs. low) x 2 (website reputation: well-known vs. unknown) between-subjects factorial design. This study includes three pretests: (1) to select high versus low time pressure, (2) to select the number of product purchased (product popularity), and (3) to select well-known and unknown social commerce websites. Based on the results of the pretests, eight mock websites simulating social commerce websites were developed for the main experiment. The data were collected via a research company. Invitation emails with a URL were sent to potential participants, and they were guided to shop the website and answer the questionnaire. The measure of purchase intention was adopted from the existing literature with adequate reliabilities (Cronbach’s alpha >.70), and the scale items used a 7-point scale. Manipulation checks showed that manipulations of time pressure, product popularity, and website reputation were successful. Results: A total of 453 female online shoppers participated in the online experiment. An exploratory factor analysis revealed one factor of purchase intention, and the reliability.93, indicating adequate internal consistency of the scale. Hypotheses were tested using analysis of variance (ANOVA). The results showed main effects for product popularity [F (1, 445) = 10.34, p < .05] and website reputation [F (1, 445) = 72.03, p < .05] on purchase intention, supporting H2 and H3. With regard to H4 to H6 predicting interaction effects, ANOVAs showed significant interaction effects of time pressure by product popularity [F (1, 445) = 5.53, p < .05], time pressure and website reputation [F (1, 445) = 4.59, p < .05], and product popularity and website reputation [F (1, 445) = 9.15, p < .05] on purchase intention. Thus, H4 to H6 were supported. Conclusions and Discussion: The study offers academic and managerial implications. The findings of the study provide empirical support for the signaling theory and prospect theory. The results suggest that high popularity and high reputation are significant factors influencing purchase intention. When consumers perceive a product as being popular on a social commerce website, they have greater purchase intention than when they do not perceive the product popularity. Also, when consumers shop on a well-known social commerce website, they have greater purchase intention than when they shop on an unknown website. When the product popularity is high, high time pressure is an important factor enhancing purchase intention. When a website is well-known, high time pressure increased purchase intention. However, when a website is unknown, high product popularity increased purchase intention. These findings of the study contribute to the literature in social commerce. Based on the website reputation, social commerce websites need to incorporate appropriate marketing tactics, such as time pressure and product popularity to increase consumers’ purchase intention.

China has been the biggest factory in the world, most of products are marked “made in China”. With the rapid grows of consumption in China, it is also the biggest market. However, Chinese consumers with deep-rooted Confucian value system may different from Western countries (Ramasamy & Yeung, 2009). Do they still have strong consumer ethnocentrism? Or they can accept all the things they made but with the foreign brands? The power of WOM to influence customer attitude toward one brand is well known to all the marketing researchers. But the fast development of internet and social media network changed consumers’ behavior, word-of-mouth has acquired electronic WOM (e-WOM) as a new name (Goyette et al, 2010). Customer use E-WOM to evaluate product and make purchase decision. Ethnocentric consumers are against foreign brands as they believe that purchasing these brands will hurt domestic economy and brands, cause loss of jobs and increase the power of capitalist companies and dependency of poorer economies to them (Kaynak & Eksi, 2013). But customers are will to searching the better products. Such as Chinese mainland consumers hire purchase agent to shopping aboard. The purchase agent post information in the social media network as eWOM. This research wants to explore the young Chinese still have high ethnocentric tendency or not influenced by eWOM. If E-WOM can be a marketing method to reduce the ethnocentrism when foreign brands entry a new country. And also the domestic brands can use E-WOM to enhance ethnocentrism to against foreign brands. In this research, study 1 tests positive E-WOM or negative E-WOM to test if it can enhance Chinese consumers’ ethnocentrism or reduce their ethnocentrism for their own country products. This research also tests if consumer ethnocentrism can influence on brand equity and purchase intention. Based on the literature review, researchers establish concept model was shown in Table 1. This study uses SPSS and AMOS to analysis the sample. Based on the results this research gives suggestions to both academic and practice.

Design innovation is acquiring greater importance as consumers’ emotional needs grow ever greater and the cycle of technological innovation grows ever faster. Apple in particular led and strengthened this trend, achieving incomparable business success in the technology-driven electronics industry. However, although the importance of design innovation has increased, very little research has been done to explain the influence of design innovation on business success. This study aims to investigate the influence of design innovation attributes on perceptions, attitudes, and purchase intentions among designers and consumers. 408 designers and 464 consumers participated in an online survey that presented as stimuli four different smart watches. Design innovation attributes were evaluated based on the criteria of features, aesthetics, and ergonomics; consumer-perceived values were categorized as emotional, social, and functional. Regarding consumers attitudes, attitude toward product and attitude toward brand were measured separately. Overall results indicate that purchase intention among designers and consumers alike is influenced by their attitude toward product as well as brand. However, in the case of designers, these attitudes are most influenced by emotional value, while consumers are influenced by emotional as well as social values. Moreover, all three innovation attributes - namely, features, aesthetics, and ergonomics - affect designers’ perception of emotional value, but only aesthetics and ergonomics affect consumers’ emotional and social value. The study demonstrates three significant differences in the responses of designers and consumers. First, there is correlation of aesthetics and ergonomics to functional (price) value among designers, but not consumers. Second, there is correlation of functional (quality) value to attitudes toward product and brand for consumers, but much less or none at all for designers. Third, the influence of features on perception of emotional value is more pronounced among designers as compared to consumers. In conclusion, aesthetics and ergonomics are important design innovation attributes for consumers as well as designers, but the latter also attach significance to features. While perception of emotional as well as social value is important to consumers, designers consider only emotional value. It is anticipated that the relative importance of design innovation attributes will vary according to product categories and price ranges; therefore, further comparative studies will be meaningful in investigation of design innovation.

This research introduces the construct of perceived brand local connectedness (PBLC) that captures the extent to which a (domestic or foreign) brand is associated with and connected to a consumer’s home culture. Together with perceived brand globalness (PBG), PBLC is linked to purchase intention (PINT) through consumer-brand identification (CBI) and perceived brand quality (QUAL). Across two studies in mature and emergent market settings, findings provide evidence that both constructs matter, although PBLC’s effects are relatively stronger than those of PBG. Results further indicate that global identity moderates the effects of PBG on CBI while consumer ethnocentrism (CET) moderates the corresponding effects of PBLC. Implications of the findings for theory and practice are considered.

Consumers now-a-days are more inclined to buy green products (Mosgaard, 2015; Kammer, 2009). They are concerned about the negative environmental impact of the existing pattern of production and consumption systems on their quality of life (QoL) (Alfredsson, 2004). Consequently, large body of literature on factors influencing green consumption and/or purchase behaviour, among which ‘greenness’ of the product (Gershoffs & Frels, 2015), value of the green product (Olsen et al., 2014), attitude of the consumers towards environmental protection and available knowledge, and perceived time barriers (Tanner & Kast, 2003) are noteworthy among others. Although there is an abundance of research on green consumption, little is known about the habitual purchase of green products and how it contributes to the quality of life of the consumers. Habitual purchase refers to regular and automatic purchase of a product without any cognitive thought or evaluation (Verplanken & Melkevik, 2008). Thus it is distinct from conventionally used constructs such as purchase intention. This study addresses this research gap and aims to explore the effects of different types of green values (such as ecological, functional, economical, emotional and social value) and green satisfaction on the habitual purchase of green products and thus examine their effects on quality of life (QoL) of the consumers.

Scholars have described compulsive behaviour as “hyperstimulation, sometimes unintentional and repeated overindulgence despite negative consequences, deception and self-neglect” (Hartston 2012). Compulsive buying behaviour has become an addiction amongst many consumers and it has fuelled the growth of the retail market since the 1990’s (Neuner, Raab and Reisch 2005; Koran et al. 2006). The higher spending power of the middle-class consumer has led to a greater demand of luxury branded products so that consumers can attain a higher level of social class within the society. This study will explore the impact of emotional factors (self-esteem, FOMO, brand prestige, and brand consciousness) and rationale factors (product quality, price consciousness and sale proneness) on compulsive buyer’s purchase intention. This is the first study to explore the impact of emotional and rationale factors on compulsive buying behaviour in the luxury branded product category. The results show that young consumers with high compulsive buying tendencies are more heavily influenced by emotional factors. Therefore, retailers could target young consumers by focusing on brand prestige and the brand name.