The study investigated the influence of website features on the purchase intention of online fashion among Generation Z consumers in South Africa. This topic has received increasing attention against the backdrop of the rapidly growing ‘Digital Generation’, or ‘Millennial consumers’, who are one of the most tech-savvy generations. Despite the benefits that online shopping offers to both the business and the consumer, the act of buying clothes online has presented some challenges to customers. This study therefore aims to gather further insight in an attempt to provide fashion businesses with guidance to better succeed in encouraging customers to shop online. This study selected two visual elements (website aesthetics and product presentation) and two functional website features (website navigation, and security and privacy) and social norms, the test the effect they have on perceived ease of use, attitude and intention to purchase clothing online. The proposed conceptual model tested seven hypotheses of which four were supported. By means of an empirical study, 166 online surveys were collected from individuals within the Generation Z cohort and the analysis was done using SPSS27 by running multiple regression analysis to test the relationships between the variables. The results from this study provide global and local fashion brands with valuable insight into the consumption habits of young consumers in an emerging economy, and factors that drive online fashion consumption.

This study analyzed differences in the purchase satisfaction and repurchase intention of customers who buy clothing products from online platforms. The participants were teenage individuals to those in their 50s residing in Busan, Ulsan, and Gyeongsangnam-do. The data were examined via factor analysis, a t-test, Analysis of variance(ANOVA), Duncan’s multiple range test, two-way ANOVA, and linear regression analysis. The factors for satisfaction with clothing products from online platforms were wearing comfort and quality, design, and price and purchase convenience. The findings revealed that purchase satisfaction based on these factors significantly varied among the participants depending on marital status, age, and occupation. Satisfaction with wearing comfort, quality, and design differed by gender. Satisfaction with wearing comfort, quality, and price and purchase convenience varied by type of purchase and type of online platforms. The interaction effects among the variables that affected purchase satisfaction were as follows. The interaction effects among the variables for wearing comfort and quality showed significant interactions between gender and type of purchase and between occupation and type of online platforms. Those for design showed significant interactions between marital status and age, between age and occupation, and so on. The interaction effects for price and purchase convenience showed significant interactions between marital status and gender and between age and occupation. The results on repurchase intention showed significant differences in such intention by marital status, age, and occupation. Repurchase intention was influenced by wearing comfort and quality, price and purchase convenience, design, and age.

Food is essential for sustenance and reflects a country’s identity, making it crucial to identify the cultural needs for effectively localizing Korean food. This study surveyed 825 adults from four continents (eight countries) to examine their preferences, familiarity, and attitudes toward Korean food. Significant correlations(p< .001) were found between the familiarity and preference for Korean food, with variations observed across continents. Among the representative Korean food items, the average preference score was 4.67, and the purchase/recommendation intention score was 4.88. Seven items received above-average ratings (e.g., gogi-deopbap and kimchi-bokkeumbap), while some items showed high liking but low purchase/recommendation intention (e.g. dak-jjim and galbi-jjim). In addition, items such as gimbap and tteokbokki had high purchase/recommendation intention but low liking, and kimchi and vegetable foods etc. received low liking and purchase/recommendation intentions. In terms of the preferred meat according to the cooking method and seasoning, beef respondents preferred grilled · stir-fried and soup·stew·hot pot cooking methods, while pork or chicken respondents preferred grilled · stir-fried and frying methods. Soy sauce was the most preferred seasoning for all meat responses, followed by red pepper paste. These research findings provide fundamental data for developing Korean food products, segmented by continent.

To reveal the mechanism of the effect of the saliency and content fit of implantable advertising of time-honored brands in Liaoning Province on consumer purchase intention, a three relationship model was constructed based on the S-O-R theory and empirically tested. Research has shown that both the saliency and content fit of implantable advertising have a significant positive impact on consumer purchase intention, and perceived value plays a significant role in the saliency of implantable advertising; There is a significant mediating effect between content fit and consumer purchase intention. This study reveals the complex mechanism of the impact of the saliency and content fit of implantable advertising on consumer purchase intention of time-honored brands in Liaoning Province, providing theoretical support for improving the promotional effect of time-honored brands.

We conducted a local survey targeting 300 Filipino consumers and analyzed them through multi-regression to help with the sales strategy of Korean agricultural products in the Philippine market. First, the Korean Wave image and K-food image were statistically significantly related to the intention to purchase Korean agricultural products. A significant positive (+) effect was found, and when Korean Wave stars were used as variables, the intention to purchase Korean agricultural products was strengthened. Therefore, the results of this study are believed to provide practical implications.

This study aims to help companies with efficient investment and marketing strategies by empirically verifying the impact on satisfaction and purchase intention for artificial intelligence-based digital technology supported shopping assistants introduced in e-commerce. Frequency, factor, SEM, and multiple group analysises were conducted using SPSS 26.0 and Amos 26.0. As a result, first, motivated consumer innovativeness elements of AI shopping assistant were derived into a total of four categories: functional, hedonic, rational, and reliable. Second, in the order of hedonic and rational, satisfaction with the AI shopping assistant was significantly affected, and in the order of rational and functional, purchase intention was significantly affected. The satisfaction with the AI shopping assistant did not affect the purchase intention. Third, in the case of hedonic, the AI-preferred group had a more significant effect on satisfaction than the human-preferred group, and in the case of rational, there was no difference by group in purchase intention. Thus, it was found that consumers prefer AI shopping helpers for e-commerce because they can shop reasonably and are functionally convenient. Therefore, when introducing AI shopping assistants, it is essential to include content that can compare and analyze fundamental information, such as product prices, as well as search functions and payment system compatibility that facilitate shopping.

비건 화장품 시장이 급성장하는 가운데, 소비자의 환경 및 윤리적 가치 지향이 강화되고 있지 만, 이에 관한 연구는 제한적이다. 본 연구는 비건 화장품의 구매의도에 영향을 주는 소비자의 가치 인식과 환경 동기, 그리고 지각된 장벽 간의 관계를 분석하였다. 300명의 비건화장품 사용 경험이 있는 여성을 대 상으로 PLS-SEM 분석을 진행한 결과, 금전적 가치, 사회적 가치, 브랜드 가치, 감정적 가치, 품질 가치, 그리고 환경 지식이 구매의도에 큰 영향을 주는 것으로 확인되었다. 조절 효과 분석에서는 이미지 장벽과 가치 장벽이 중요한 요인으로 나타났다. 중요도-성능 지도 분석을 통해, 감정적 가치가 비건 화장품의 구 매의도를 강화하는 전략적 결정에 중요한 핵심 요인으로 드러났다. 본 연구는 비건 화장품 시장의 경쟁력 강화와 지속 가능한 소비 태도 활성화에 대한 이론적 및 실무적 기여를 제공한다.

This study examines the effect of cosmetic certification marks on consumer behavior. The underlying objectives of this study are threefold. First, it explores whether the certification mark inserted into the cosmetic package—such as marks denoting quality assurances, ethical practices (specifically, pertaining to animal testing), and recycling packaging—affects consumer responses. Second, it investigates whether a higher number of certification marks leads to heightened positive consumer responses. Third, it analyzes the potential moderating effect of consumers’ certification mark knowledge on the relationship between certification marks and consumer responses. In the pretest, certification marks with higher recognition were selected as stimuli, and a survey involving a total of 550 male and female consumers was conducted. The collected data were analyzed through ANOVA and post-hoc tests. The findings of this study confirm a significant difference in consumer responses to products based on the certification marks inserted in the cosmetic packaging. Compared to clusters without a certification mark, groups with two or more certifications (recycling certification + ethics certification, recycling certification + quality certification, recycling certification + ethics certification + quality certification) exhibit significant consumer responses. Second, more certification marks did not result in an increase in positive consumer responses. Third, a moderating effect of consumers’ cosmetic certification knowledge on the certification mark-consumer response relationship was not found. The findings of this study have implications for developing product promotion strategies that leverage cosmetic certification marks as a marketing tool.

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

Food waste is a major sustainable development problem in the world, and the promotion of ugly food may help address this issue. According to cue utilization theory and the VAB model, the primary purpose of this research is to investigate the role of green packaging in ugly food with multiple internal and external cues. A conceptual model with eight hypotheses are proposed. Conclusion, contributions of study and research limitations are finally shown.

This study aims to investigate how attitudes towards femvertising affects brand credibility, brand authenticity, and purchase intention. Further, the mediation of femwashing on these relationships was investigated. And lastly, the impact of brand credibility and authenticity on purchase intention was examined. The results show that a favourable attitude towards femvertising positively affects brand credibility and authenticity but is not significant for purchase intention. Likewise, the mediation of femwashing on these relationships was not significant. In addition, brand credibility and brand authenticity had a positive impact on purchase intention.

Food waste is a major sustainable development problem in the world, and the promotion of ugly food may help address this issue. According to cue utilization theory and the VAB model, the primary purpose of this research is to investigate the role of green packaging in ugly food with multiple internal and external cues. A conceptual model with eight hypotheses are proposed. Conclusion, contributions of study and research limitations are finally shown.

Innovative payment methods, such as Bitcoin, may exhibit effects on consumer behavior besides known pain of paying effects. This study sheds light on spillover effects of innovative payment methods by giving evidence for an increase of consumers’ purchase intention caused by payment method innovativeness and mediated by perceived store innovativeness.

Healthy and environmentally friendly food is a subject of increasing prominence all around the world, and especially so in developing countries such as India, where consumption of agricultural goods produced in a sustainable environment with a low reliance on pesticides, antibiotics, hormones, and genetic manipulation is a real challenge. Consumer interest in green food items is increasing as safety and health concerns grow, and researchers are calling for further investigation of green food consumer behavior. Although a large number of research was done on environmental performance in industrialized countries, very little research has been conducted among Indian consumers. Furthermore, the gap between intention to consume green food products and actual behavior remains under-investigated. This gap can be investigated through the prism of theory of planned behavior (TPB). This theory has been widely used in green consumer studies: it seeks to explain how individuals make decisions and take actions based on their attitudes, beliefs, and perceived behavioral control. However, the TPB has not been extended to account for cultural values (i.e., Hofstede’s cultural framework), which can play an important role in shaping consumer attitudes and behaviors. Therefore, this research investigates the application of the extended TPB model in the context of green food products with a quantitative survey among Indian consumers (N=387). The results show that long-term (health) orientation and collectivism influence both green purchase intention and behavior. This effect is explained by subjective norms, perceived value, and environmental attitudes of the consumers.

Digitalization and the emergence of online video platforms changed the way people communicate and made new marketing opportunities. As mobile short-form video has unique characteristics, more people tend to consume and produce diverse content in the digital environment. The purpose of this study aims to better understand the influence of short-form videos from a fashion marketing standpoint and delineate the driving factors through story types. Specifically, by adopting common traits of short-form video content and story types based on Greimas’ narrative theory, this study explores customers’ intention toward fashion purchases and electronic word of mouth. In this context, this paper contributes to activating short-form video content as a tool to promote fashion brands and products but also opening up the possibility to further study short-form videos.

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.