In the fashion industry, designers and researchers have proposed various sustainable fashion products (i.e., sustainability in product development), and retailers have also created many sustainable business practices (i.e., sustainability in distribution). However, according to the previous researches, even though the industry have offered a variety of sustainable designs and retail offers, consumers did not show a positive purchase behavior on the sustainable products. Currently, the gap exists between industry offers for sustainability and consumers’ expectation/acceptance of those offers. This result supports that there are other aspects than environmental protection aspect of the sustainable fashion products that need to be improved and/or be emphasized on to make consumers feel confident in purchasing. To examine consumers’ purchase behavior changes on sustainable fashion products, this study will measure consumers’ equity of sustainability on existing sustainable fashion products with three criteria of sustainable designs proposed by Day and Townsend (1993), which are socially equitable, economically viable, and environmentally benign. Then, consumers’ purchase intention for sustainable fashion products will be measured. The result will show the sustainable fashion product types that currently satisfy consumers so that the industry can concentrate on and develop the types further. In addition, this study will explore the impact of well-known brand names and cause-related marketing whether they would improve consumers’ purchase intention towards sustainable fashion products. No research has studied these two variables for sustainable fashion products as well as the equity of sustainability. Finally, different benefit sought groups will be tested whether they show different acceptance/preference and impact of brand names and cause-related marketing on the sustainable fashion products so that companies can set the appropriate strategies based on their target market’s benefit sought. PROPOSED MODEL AND HYPOTHESES Based on previous researches, the authors propose a new model shown in the figure 1, and the hypotheses are developed based on the model. H1. Significant differences in equity of sustainability, purchase intention before and after cause-related marketing and the relationships in the model. H1-1. Consumers will differently evaluate equity of sustainability of each sustainable fashion product type. H1-2. Consumers will have different purchase intention on each sustainable fashion product type. H1-3. Consumers will have different purchase intention on each sustainable fashion product type after cause-related marketing. H1-4. Equity of sustainability will significantly influence on purchase intention in all sustainable fashion product types. H1-5. Cause-related marketing will significantly improve purchase intention in all sustainable fashion product types. H2. Significantly different results in H1 between benefit sought groups. H2-1. Benefit sought groups will have significantly different equity of sustainability on all sustainable fashion product types. H2-2. Benefit sought groups will have significantly different purchase intention on all sustainable fashion product types. H2-3. Benefit sought groups will have significantly different purchase intention on all sustainable fashion product types after cause-related marketing. H2-4. Benefit sought groups will show a different relationship between equity of sustainability and purchase intention in all sustainable fashion product types. H2-5. Benefit sought groups will show a different influence of cause-related marketing on purchase intention in all sustainable fashion product types. H3. Significantly different results in H1 after adding well-known brand names on sustainable fashion product types. H3-1. Equity of sustainability will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-2. Purchase intention will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-3. Purchase intention after cause-related marketing will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-4. The relationship between equity of sustainability and purchase intention will be different after adding well-known brand names in all sustainable fashion product types. H3-5. The influence of cause-related marketing on purchase intention will be different after adding well-known brand names in all sustainable fashion product types. H4. Different results from H2 after adding well-known brand names. H4-1. The significant difference of equity of sustainability between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-2. The significant difference of purchase intention between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-3. The significant difference of purchase intention after cause-related marketing between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-4. After adding well-known brand names, the result of the relationship between equity of sustainability and purchase intention in each benefit group will be different in all sustainable fashion product types. H4-5. After adding well-known brand names, the result of the relationship between cause-related marketing and purchase intention in each benefit sought group will be different in all sustainable fashion product types. RESEARCH METHOD A simple black dress which is the product silhouette consistently shown through all sustainable fashion product types and relatively low involved when purchasing was selected to minimize the cognitive effort to process/judge the product attributes (Tucker, Rifon, Lee & Reece, 2012). The equity of sustainability is determined as an average score of economic viability, social equity, and environmental responsibility of each sustainable fashion product type. Benefit segments most commonly studied in the previous researches are selected for this study which are price-conscious, fashion-conscious, brand-conscious, convenience-conscious, quality-conscious, self-express, and self-confidence groups. Brand name is a moderator variable to test the brand name effect on participants’ response. Two different versions of questionnaires were distributed. One version shows brand names on the product types, which are selected as reliable brand names from a pretest in terms of quality and credibility, and the other version does not show any brand names on the product types. The reliable brand names are luxury brands such as Ralph Lauren rather than middle to low-priced brands. Both versions include the question for purchase intention before and after cause-related marketing (e.g., “If 10% of this sales is donated to a non-profit organization to preserve our environment, I would buy this item.”). Only female consumers are allowed to participate in the survey because the stimuli are dresses. Surveys were distributed by a commercial survey data collection company. Total 399 surveys were usable (non-brand version, n=190; brand name version, n= 209). The majority of participants are between 25 to 44 years old (22-34 years 49.1%, 35-44 years 16.8%) and has a college degree (college degree 52.6%, graduate school degree 25.8%). RESULTS & CONCLUSIONS From the data analysis (see table 1), non-brand companies would have a benefit by offering transformable products in which consumers feel more value than other sustainable fashion product types. When showing luxury brand names, participants evaluated upcycling products as the highest equity of sustainability and purchase intention after cause-related marketing. The zero waste luxury brand product received the highest purchase intention before cause-related marketing and also received a significantly higher equity of sustainability than the non-brand zero waste product. Therefore, it is recommended for luxury brands to show their sustainability practice on the product through labels, especially showing a zero waste production label. The result in all sustainable fashion product types regardless of brand names showed that the higher sustainability, the higher purchase intention. Thus, again, it is important for companies to educate their sustainability practices (e.g., economic, social and environmental values) to consumers through either promotions or labels on the products. For both non-brand and luxury brand products, promoting a donation or support for community/society (i.e., cause-related marketing) on the product would influence consumers' purchase decision when selling the upcycling, recycling and promotion on fashion products. For example, companies could create/include a symbol of their cause-related marketing or include a symbol of a non-profit organization on the sustainable fashion products. Considering different benefit sought groups, the high fashion involved group scored the variables higher in most sustainable fashion product types in the model than the low fashion involved group did. When companies plan to offer sustainable fashion products, they need to target the high fashion involved group for a better sales outcome. Even though participants perceived that the upcycled product was highly sustainable, they purchased different product types. The high fashion involved group highly intended to purchase the transformable product in the non-brand product types and the animal-free product in luxury brand product types in both before and after cause-related marketing. Luxury brands are the ones typically consume most real animal furs and skins, and this might influenced the participants’ purchase intention. The low fashion involved group were willing to purchase the product with organic materials in both non-brand and luxury brands, but cause-related marketing increased the purchase intention on the most of product types. Companies targeting a low fashion conscious group are suggested developing/promoting organic fashion products and actively promote their community/society involvement. Regardless of benefit sought groups, higher equity of sustainability generated higher purchase intention. Again, companies need to inform/promote their sustainability practices to consumers through products or media to improve sales. The impact of cause-related marketing on the purchase intention was significant for the low fashion involved group in the upcycling, recycling, promotion on the product, zero waste and transformable products regardless of brand names. Therefore, when companies cannot appeal consumers with their brand names, the cause-related marketing plays an important role. The low fashion involved consumers seem to consider the after-purchase impact on the society than product itself when purchasing sustainable fashion products. The cause-related marketing had less impact for the high fashion involved group on their purchase intention than the low fashion involved group; however, the purchase intention of non-brand upcycling and the upcycling, recycling and promotion on the product for luxury brands have significantly improved after cause-related marketing. Companies, especially luxury brand names, need to include cause-related marketing when selling those product targeting the high fashion involved group.

Nowadays, Korean culture affects fashion cultural industry. Furthermore, art and fashion collaborate considerably more now than in the past. Korean fashion experts and fashion cultural industry have mainly focused on global tourists. Fashion cultural products that promote the image of Korea synthesize both traditional and contemporary traits of the Korean culture (Cho, 2007), which reflects cultural and economic values. Hallyu, which means ‘Korean Wave’, has been a popular trend of Korean cultural contents on the global market. The target market of the contemporary Korean fashion clothing has mostly targeted global tourists. However, traditional products dominate over a few contemporary products on the Korean cultural product market. This study focuses on the contemporary Korean fashion clothing that are designed and reinterpreted in our times. When these designs become available on the market, they can excite more interest both in the fashion industry and among the consumers. This will help highlight the importance and potential of the present-day Korean cultural products. The purpose of the study is to figure out effects of contemporary Korean fashion clothing attributes on consumer response and consumer behavior. Contemporary Korean fashion clothing attributes are divided to Korean culture, fashion/practicality, creativity/uniqueness and design/aesthetic traits. Consumer response is to see the affective and cognitive response. Also, consumer behavior is to see preference and purchase intention. In the study, the data was used to conduct exploratory factor analysis and reliability analysis with SPSS, 21.0 and Amos 18.0 was used to conduct confirmatory factor analysis and structural equation modeling for testing the hypotheses. The results revealed fashion/practicality, creativity/unique attributes had positive effect on affective response and creativity/unique, design/aesthetic attributes had positive effect on the cognitive response. In addition, affective and cognitive response had positive effect on preference but only affective response had positive effect on purchase intention. Lastly, preference had positive effect on the purchase intention. The implications of this study would stimulate the expansion and further development of the Korean contemporary design market. However, as a limitation of research, limited category of product was used so more various kinds of fashion category can be used for the future research.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

The purpose of this study is to empirically investigate consumers’ clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users’clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers’purchase behaviors through social commerce.

This study analyzed consumers’ awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers’ attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers’ awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers’ attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers’ effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

The purpose of this study is to examine the impact of perceived sustainability management fit of SPA brands on consumer purchase intention. A survey was conducted targeting women in their 20s and 30s from April 27th to May 6th 2013, and a total of 350 questionnaires were used in the final analysis. Frequency analysis, reliability analysis, factor analysis, ANOVA, simple regression analysis and multiple regression analysis were carried out using SPSS ver 21.0. The results of this study are as follows. First, fit of all three areas- economic, ecological and socialof sustainability management activities have a significant impact on consumer perception on sustainability activities. Second, perceived sustainability activities by SPA brands are found to have a positive effect on brand attitude, brand trust and consumer satisfaction. Third, brand attitude and consumer satisfaction forged by perceived sustainability activities by SPA brands have a positive impact on consumers' purchase intention. Based on the result of this study, the following marketing implications can be suggested. First, SPA brands need to be more active in all three area of sustainability activities while coming up with measures for differentiated social sustainability activities. Second, SPA brands need to meet their primary obligation by providing consumers with quality products at a reasonable price. Third, SPA brands need to recognize the potential value of sustainability activities as a driver of a longstanding relationship with consumers as well as long-term profit and value creation, leading to a great financial performance.

This paper is a study on what kind of effect non-verbal communication in mobil electronic commerce has on purchase intention and visual attention. For this purpose, the screen of mobile shopping mall produced arbitrarily was exposed to the experimental group and the control group. The experimental group was exposed to the screen of mobile shopping mall that expressed non-verbal communication making use of cinemagraph images and the control group was exposed to the screen of mobile shopping mall based on still images. For the study, survey research and experimental research were conducted simultaneously. Data of survey research were analyzed by MANOVA and t-test, and by using eye-tracker experimental research recorded the duration of time that the subjects stared images. The results of experiment show that in non-verbal communication the experimental group that saw cinemagraph images recorded shorter average staring time than the control group that saw ordinary images, and the cinemagraph had statistically significant effect on visual attention as well. And it was analyzed that non-verbal communication had significant effect on the purchase intention of the experimental group, but had no effect on the purchase intention of the control group. The results can be interpreted that the people who saw cinemagraphs in mobile shopping environment had spent shorter time in seeing products than the people who saw ordinary images, but still the former came to have purchase intention on the products. The results of the present study can be useful for marketers who try to sell agrifood in mobile environment.

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

Mobile games are different from the PC online games, because of the circumstance of playing, payment, and the immediacy. the frequency of use is higher than the PC online games, but the connecting time is much less. The accessibility to games is much easier. Th purchase behaviour is made on the spot. The game industries are focused on this unique market, studies the success factors and are developing numerous titles. However, there is quite a few researches for academic purpose. The mobile game market is rapidly changed and followed by the late fashions. More than one year, there is an uprising genre which has good sales history. 40% of top 50's of mobile game market on the spot are this specific genre called collectible card game. The genre has an history from the offline collectible card games like baseball player collections to Japanese style cartoon illustrated mobile collectible game. The purpose of this study was to define the mobile collectible card game genre and to examine the influence factors of purchase intention of mobile collectible card games. Factors are adopted from precedent studies and a pilot interview. Subjects of 175 members who has been experienced mobile collectible card games responded the 15 questionnaires designed for satisfaction, perceived usefulness, graphic design of cards and purchase intention. Through the regression analysis, the results of the survey can be summarized as follow. Satisfaction, perceived usefulness and graphic design of cards are found to have a positive influence on purchase intention.

The online word-of-mouth exert an growing influence on consumers, but how Internet word of mouth influences consumers' attitude and the purchase intention, this problem and its mechanism of action has not been fully researched yet. In this paper, the theory of word-of-mouth and the results of the existing system are proposed, and it contains three independent variables which influence the spread of word-of-mouth effects: the intensity of relationship, perceiving risk and the profession of transmitter. Moreover, an investigate was acted in the college students, the data was disposed with SPSS16.0 to describe statistical analysis and fitting degree evaluation. Based on the analysis of data, the customer relationship management. Suggestions and corresponding analysis are put forward.

This paper aims to contribute to the existing literature about social influence on products purchase intention. Specifically, it focuses on social influence among young adults’ purchase intention for luxury products, through investigation about Macau young adults consumption culture. Three types of social influence (informational influence, utilitarian influence, and value-expressive influence) are examined in this study. In terms of product conspicuousness, two types of luxury products can be identified based on the degree to which products usage is performed in public versus private. Hypotheses include that informational influence, utilitarian influence, and value-expressive influence will be significantly and positively related to consumer purchase intention for luxury products, both publicly and privately consumed. A convenient sample of 120 Macau young adults aged 18 to 24 participated in this study. The result of Regression and Analysis of Variance indicated that consumers have been affected by different types of social influence when they purchase different types of luxury products. Value-expressive influence is significantly and positively related to purchase intention for public products. Moreover, both informational influence and value-expressive influence are significantly and positively related to purchase intention for private luxury products. However, the effects of utilitarian influence are insignificant to both public and private luxury products, which are contrary to the hypotheses specified in this study and surprising findings about contemporary Chinese culture. Additionally, female has higher intention to buy luxury products. Based on the results of this study, marketing implications and managerial insights in the luxury retail market are recommended accordingly. Future research can provide a more comprehensive perspective of social influence than the exploratory one offered in the present study.

Today all nations in the world focus on remaining competitive advantage by adding high values to their fashion businesses. The most typical example of such added value is fashion collection. In case of London Fashion Week, which is among the world’s top 4 most famous fashion collections where more than 5,000 journalists and buyers from 25 nations can be expected every season, it has great contribution to the economic wealth of London. It induces consumption of 20 million GBP and economic production effects of one hundred million GBP. According to Joo (2009), one of the main purposes of fashion collections can be defined as the invigoration of international marketing and the creation of consumption demand. Fashion collections lead to increased direct sales and consumption demand by developing new products based on leading fashion trends that are presented in the collection. The so-called Big four collections in Paris, Milan, New York and London have their own Country of Origin (COO) image, which represents each country, cities, brands, products and services. For example, Paris collection has been established as luxury image with hand-made and Haute Couture. Not only fashion collection but also fashion brands have applied specific country characteristics to their fashion brand’s image. This serves as a critical factor of competitiveness that communicates an integrated image of brands to the customers. Also, within the purchase decision-making process, consumers consider COO as an important element. Therefore, organizer of fashion collections as well as brands that engage in such should consider COO as a key factor. Most of the previous studies about fashion collections focused on content analyses. For example, Joo (2009) compared characteristics and current situations between four major overseas cities’ collections and Seoul collection. Additionally, there are studies about fashion style, trend, design and textile. Characteristics of color change in 1990s fashion collection (Kim & Kim, 2007) and an analysis of design of hats and fashion images in collections (Jeong & Jeong, 2008) have been conducted as well. Previous studies related to COO mainly focused on the product (Bilkey & Nes, 1982) and how the image of the producing country affects product evaluation. Thus, the purposes of this study are 1) to examine of fashion collection’s COO and fashion brand image effects on brand evaluation and purchase intention, 2) to analyze differentiation factors of COO image, brand evaluation, purchasing intention on Seoul, New York and Paris collection. We surveyed Korean, American and French who have experience in their own country’s fashion collection and used SPSS 21 for data analysis. Fashion collection’s COO and brand image has a great effect on brand evaluation and purchase intention. Moreover, it seems to increase the purchase intention by affecting brand evaluation. Therefore, the results of the study are as follows. First, we can confirm that the better the fashion collection’s COO and fashion brand image, the higher brand evaluation and purchase intention is. Second, when assessing fashion collection’s COO image and fashion brand image, brand evaluation and purchase intention differ according to Korea, US and French national stereotypes. This study goes beyond the general product-centric COO studies and introduces the fashion collection’s COO that can be valuable research in terms of contribution not only to academia, but also to the industrial field.

Many authors and practitioners have suggested that scarcity increases a product’s perceived value, because scarcity affects availability of a product and people assume that what is less common is more valuable (Cialdini, 1987). Communicating such restrictions on product availability is a common advertising tactic intended to motivate consumer purchasing behavior by arousing product scarcity perceptions. To further our knowledge on scarcity effects researchers indicate the need to examine contextual or individual factors which are related to demand-caused scarcity and/or supply-caused scarcity. Corresponding to the call for further research this study empirically examines seller credibility, product type, and consumer orientation as moderators on the relationship between scarcity and purchase intention. Extant research have found that both excess demand and limited supply lead to increased product choice, but engender distinct inference processes (Hsuan, Chien & Tzu, 2012). Scarcity can be based on changes in demand or supply. Demand scarcity arises when supply cannot meet market demand. Advertisers may emphasize this limited availability in positive terms by claiming “only while stocks last”. Demand scarcity messages, either “in popular demand” or “over sold” indicates consumers that a product’s popularity is creating demand that exceeds the product’s available supply (Herpen, Pieters, & Zeelenberg 2009; Verhallen, 1982). Supply scarcity suggests that the product is exclusive, and affects consumer preferences through perceptions of the symbolic benefits the product can provide, including uniqueness (Snyder, 1992) and social status (Lynn, 1992). Advertisements convey supply scarcity when marketers produce quantities of a new product less than enough to meet initial demand and distribute a competitive number of units to individual retail store. Researchers have indicated the need to examine contextual or individual influences on the distinct type of scarcity to gain further insight into these two scarcity effects. This research examines the moderating effect of seller credibility, product type, and consumer orientation on the relationship between scarcity and purchase intention. The first research objective is to examine if scarcity effect is stronger when a seller is more credible than not. The second research objective is to examine if demand scarcity produces a stronger purchase intention for utilitarian products as opposed to symbolic products. In contrast, supply scarcity will be valued more highly for symbolic products, because the product’s limited availability can deliver consumers symbolic benefits such as uniqueness (Snyder, 1992) and social status (Lynn, 1992). The third research objective is to examine if demand scarcity produces a stronger purchase intention for consumers with prevention-focus than those with promotion-focus. Similarly, the research also examines if supply scarcity produces a stronger purchase intention for consumers with promotion-focus than those with prevention-focus. This research employs a laboratory experiment to empirically test the research hypotheses. The experiment manipulates scarcity, seller credibility, and product type and it measures consumer orientation as either promotion-focus or prevention-focus. Thus it employs a 3 (scarcity: demand scarcity, supply scarcity, no scarcity) x 2 (high credibility, low credibility) x 2 (utilitarian product, symbolic product) between-subjects design. Results of hypothesis tests and implications will be discussed.

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers’ emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners’ attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads – Attitude to Brands – Purchase Intention), showing significant value of (β=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

The purpose of this study is to analyze the LOHAS tendency of new seniors' and its effects on the attitude and purchase intention for environmental-friendly food materials. Data were collected through a questionnaire survey from random sample of 162 senior customers in Seoul and Kyunggi area. The LOHAS tendency of new seniors can be divided into three factors; environmental-friendly, sustainability and sociality. Environmental problems affected the environmental-friendly factor the most while manufacturing techniques for sustainable products and recycling habits were key variables for the sustainability factor. The idea of companies sharing their value system of LOHAS tendency was the most significant for the sociality factor. Each of these LOHAS tendency factors influenced the purchase intention of the new seniors.

This study investigates the effects of the purpose of fishery firms’social contributions on consumers’ purchase intention as a mediator or their fishery firms’brand evaluation. We surveyed 300 consumers in order to empirically test the suggested relationship. The purpose of fishery firms’social contributions was divided into social contribution activities and public interest marketing strategies. Fishery firms’brand evaluation was divided into three aspects including brand awareness, brand image, and brand loyalty. The results showed that the purpose of fishery firms’social contributions significantly affect consumers’purchase intention, brand loyalty as well as brand image except brand awareness. Fishery firms’brand evaluation significantly affect consumers’purchase intention. This study suggests that social contribution activities and public interest marketing strategies are essential for the positive brand evaluation of fishery firms.

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

The purpose of this study is to compare the purchase intention on naturally dyed clothing between Korea and the US. As independent variables that affect the purchase intention, benefits that consumers seek when purchasing naturally dyed clothing, especially for fabric materials, and attitudes towards naturally dyed clothing were selected. A quantitative research method with a survey was employed. 160 data from Korea and 180 data from the US were used for the analysis. The convenience sampling method (i.e., college female students) was used. Descriptive statistics, factor analysis, t-test and regression analysis were employed to test the differences in purchase intention, fabric benefit sought, and the attitudes. The fabric benefit sought selected for this study includes eco-friendliness, uniqueness, aesthetic, comfort and quality. The attitude toward naturally dyed clothing was categorized as an emotional and a cognitive attitude. The results show the significant differences in the fabric benefit sought depending on nationality, major and experiences in natural dyeing. Significant differences were found in of the attitude toward naturally dyed clothing among the nationalities and the experience types in natural dyeing. In addition, there were significant differences in purchase intention toward naturally dyed clothing between Korean and the US participants, and countries show different fabric benefits and attitudes which influenced participants' purchase intention. The results of this study suggest an appropriate fabric planning for environment-friendly fashion products for both countries.

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.