This study investigates the preferences and purchase intentions of ZEPETO users regarding fashion brands that have recently joined ZEPETO, a leading metaverse platform in South Korea. The study surveyed 279 users in their 20s to 40s about their usage patterns, preferences, and purchase intentions toward products from brands like MCM, DKNY, Nike, and Puma. The results reveal that users in their 20s exhibited higher preference and purchase intention for Nike products, as well as greater purchase intention for Puma products. On the other hand, users in their 40s displayed a higher preference and purchase intention for MCM and DKNY products and a stronger preference for Puma products compared to other age groups. Users in their 30s showed a lower preference and purchase intention for both MCM and Puma products, a lower purchase intention for DKNY products, but a preference for Nike products compared to other age groups. Furthermore, men showed a higher preference and purchase intention for most brands, including MCM, Nike, and Puma. These results suggest that fashion brands on ZEPETO need to implement effective marketing strategies targeting users in their 20s and 40s, as well as male users. This study lays the groundwork for further research on the ZEPETO metaverse platform and provides foundational data for understanding user behavior, essential for establishing effective promotional strategies.

This study contemplates the effect of social media advertising attributes on consumers’ purchasing decisions in cosmetic products. It will serve as basic data for SNS’s advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

To reduce food waste at the retail and personal consumption stages, discounts are offered in retail channels to encourage consumers to buy goods that are less attractive or close to their expiry dates. While discounts can encourage consumers to accept and purchase suboptimal foods, previous studies find that low prices or price discounts will make consumers produce positive or negative perceptions of product values. Consumers may increase their purchase intentions due to price concessions, but will think that price reductions are caused by quality degradation and thus reduce their purchase intentions. Additionally, the literature rarely explores the interaction between original prices of suboptimal products and discount presentation modes. This study thus contends that the interaction between original prices of goods and discount types will lead to significant differences in consumers' attitudes and purchase behavior toward suboptimal products. For research goals, this study employed a full factorial between‐subjects experiment designed with 2 original prices (High and Low) × 2 discount presentation modes (Discount percentage and Discounted price). An anonymous web-based questionnaire posted on the popular PTT forum and in Facebook and Instagram related communities is used to collect the data, and then a total of 328 valid questionnaires were finally collected. The findings indicate that attitudes and purchase intentions toward suboptimal food with a low original price is significantly higher than that of a high original price. Among the interaction effects, the means of attitudes and purchase intentions on the level of the low original price of suboptimal foods presented by discount percentage are higher the other three types. For the high original prices of suboptimal foods, the means of attitudes and purchase intentions on the level of discounted price are higher than for discount percentage. Based on these findings, this study demonstrates that consumer attitudes and purchase decision-making toward suboptimal foods are shaped by original prices and discount presentation modes. In Asia-Pacific countries such as Taiwan, consumers are price-sensitive but once a food item belongs to the category of suboptimal foods, their perceptions of discounts become different. Consumers’ attitudes toward that food and their willingness to buy may be moderated by the high or low original price of suboptimal food with the levels of discount presentation mode. Thus, based on the analysis and results of this study, we offer fresh findings and make both theoretical and managerial contributions to the related field of suboptimal food marketing and price discounts.

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

Virtual Reality is based on three key characteristics: immersion, interactivity (Boyd & Koles, 2018). Firstly, when exposed to a virtual environment, the individual experiences the sense of immersion or presence within that environment. The user feels like being there and escaping or becoming isolated from the real world. Beside immersion, VR provides a very dynamic environment (Loureiro et al., 2019), which is important to create consumer involvement. Hence, the current study explores antecedents of emotions and purchase intention in virtual supermarket setting

Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.

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

Introduction Smartwatches are mini devices that are worn like standard watches, which allow installation and use of mobile apps enabling connectivity and interactivity (Chuah et al., 2016). Park et al. (2016) regard smartwatches as multi-category products and are considered to be the first commercialized wearable technology for consumers (Jung et al., 2016). Wearable technologies refer to high-tech devices that are integrated into clothing, accessories or the human body to provide personalized functions to users, regardless of the types of usage (Choi and Kim, 2016). Thus, the smartwatch is recognised as an important and pioneering sub-category of broader smart-fashion. Wearable technology has become more readily available and widespread in the market. A recent industry report (IDC, 2017) indicates that worldwide shipments of wearable devices are expected to increase by 132% from 102.4 million units to 237.5 million units between 2016 and 2021, driven by the proliferation of new and various types of smartwatches. In the past, high-tech and fashion were considered as two separate industries. However, recent years have witnessed a trend towards fashion and high-tech collaborations (Zimmermann, 2016). For example, “Hermès Apple watch” and “Louis Vuitton Tambour Horizon” (O‟Connor, 2017). Millennial consumers are often perceived as the first high-tech generation. This young generation is increasingly attracted by the innovativeness of smartwatches (Shotter and Bradshaw, 2014). According to PwC (2016), millennials are more likely to use smartwatches than older generations. Gartner‟s (2017) research also highlights that millennials represent the largest user group of wearable technologies. Considering the increasing magnitude of millennials‟ interest in luxury wearables, this study takes factors affecting millennial consumers‟ new technology acceptance, and luxury consumption into account. Despite increasing attention from industry, scholarly research on wearable technology has been limited to technological uses. Extant studies are focused in the fields of information systems, computers in human behaviour (Chuah et al., 2016) or electronic textiles (Berzowska, 2005). They concentrate on how these devices might be utilized for healthcare and safety monitoring, fitness or biometric purposes (Choi & Kim, 2016). Academic research to date therefore tends to be more technology rather than consumer driven (Choi and Kim, 2016). As discussed, although the fashion and technology industries are converging (Zimmermann, 2016), most existing research into smartwatch adoption (Choi & Kim, 2016; Chuah et al., 2016; Kim & Shin, 2016) utilizes standard or fitness-centric smartwatches as the research objects. Researchers generally fail to see smartwatches as a hybrid of high-tech wearable and luxury products. The Technology Acceptance Model (TAM) (Davis, 1986) is a frequently cited model in predicting consumers‟ intentions to adopt an emerging technology. It depicts that perceived usefulness and perceived ease of use are two critical variables influencing users‟ beliefs, attitudes and intentions to embrace a new information system (Legris et al., 2003). An extension of TAM, TAM 2 (Venkatesh and Davis, 2000) denotes the influence of subjective norm on behavioural intentions. In this model, technology adoption is regarded as a process of social influence. TAM has been extensively applied to explain consumer acceptance of e-commerce (Pavlou, 2003), mobile payment (Schierz et al., 2010), smart glasses (Raushnabel and Ro, 2016), mobile learning systems (Park et al., 2012) and standard smartwatches launched by IT brands (Kim and Shin, 2015; Choi an Kim, 2016). Yet, despite considerable research on the application of TAM, studies incorporating TAM 2 to explain consumers‟ perceptions, attitudes and intentions towards using luxury fashion wearables is still scarce. While Choi and Kim (2016) provide a first step towards understanding consumers‟ perceptions of smartwatches, the authors consider only the functional (perceived usefulness and ease of use) and personal (need for uniqueness and vanity) variables. The influences of other factors like emotional and social factors are neglected. Within the context of consumer behaviour, watches are consumed primarily for aesthetic appeal, as well as providing a means for constructing one‟s self-identity. Thus, psychological and social motivations may also be considered as antecedents to luxury fashion smartwatch adoption. In addition, luxury fashion wearable technology products embrace both high-tech functionality and fashionable design. These smartwatches are marketed as luxurious accessories, rather than solely functional digital devices, as self-expressive use of them has become more commonplace (Mintel, 2016). Furthermore, millennial consumers generally consume luxury for social-oriented purposes (Eastman & Liu, 2012). Hence, values that drive millennial consumers‟ luxury consumption, along with factors proposed in TAM 2, are perceived to play a critical role in affecting the adoption of these smart accessories. The premise of this paper is based on Wiedmann et al.‟s (2007) model of luxury values, employing individual values (self-identity and perceived hedonism), social value (perceived conspicuousness) and functional values (perceived usefulness and perceived quality) to investigate the key factors affecting luxury fashion smartwatch adoption. The Theory of Reasoned Action (TRA) (Ajzen and Fishbein, 1975) provides a framework for understanding consciously intended consumer behaviour (Yousafzai et al., 2010). It posits that the impact of consumer attitudes and subjective norms on actual behaviour are mediated by behavioural intentions, which is considered the most powerful predictor of human behaviour (Ajzen and Fishbein, 2005). In TRA, the roles of personal and social factors in forming behavioural intentions are considered. This attitude-intention-behaviour association has been extensively validated in various contexts like ethical consumption (Paul et al., 2016), Green Information Technology (Mishra et al., 2014) and online banking (Yousafzai et al., 2010). Yet, nascent research exists on the attitude-intention link in luxury fashion smartwatch adoption. Purpose In order to address the research gaps elucidated, this study aims to examine the relationships between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore millennial consumers‟ overall perceptions of using these luxury wearable technologies. Specifically, this study critically reviews and links the theories of technology adoption and luxury consumer behaviour to investigate and explore consumer behaviour towards luxury fashion smartwatches in order to offer compelling academic and managerial implications. Design/Methodology/Approach A conceptual framework (see Figure 1) was developed grounded in luxury consumption, technology acceptance and consumer behaviour literature, from which 9 research hypotheses and 3 research questions ensued. The model posits that millennial consumers develop attitudes and purchase intentions towards luxury fashion smartwatches in 3 stages. In line with the tri-component attitude model (Fishbein and Ajzen, 1975), consumers learn about luxury fashion smartwatches at the first phase (cognition). The second phase (affective) involves the formation of consumers‟ attitudes towards using luxury fashion smartwatches. At the final phase (conation), consumers develop intentions to buy consistent with their overall evaluations. Drawing on the TRA, relationship between consumer attitudes and purchase behaviour in terms of learning, feeling and doing (Solomon et al., 2010) is depicted. To offer a detailed understanding, mixed methods were employed (Creswell, 2014). An online self-administrated questionnaire was conducted and 230 valid samples were collected. The sample profile were millennial consumers, born between 1980 and 2000 (Young and Hinesly, 2012), who have seen or tried any luxury fashion smartwatch. This study recognizes millennial consumers as the research subject because this generation is described as the next prominent consumers of global luxury and are the largest user group of wearable devices (Higgins et al., 2016; Gartners, 2017). The proposed hypotheses were tested using SPSS 23.0 and subject to 5- statistical tests: reliability, descriptive statistics, factor analysis, correlation analysis and multiple linear regression. In addition, two face-to-face semi-structured focus-group discussions with 10 participants were conducted aiming to better understand the millennial consumer perceptions of using luxury fashion smartwatches. Quantitative content analysis and thematic analysis were employed to produce a more organized and comprehensive summary of the qualitative data. << Insert Figure 1 about here >> Findings The findings indicate that functional, individual and social factors influence millennial consumers‟ adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating luxury fashion smartwatches are perceived as both an IT device and luxury fashion accessory. Other factors that might affect adoption are also discussed. A positive association between attitudes towards using luxury fashion smartwatches and purchase intentions is identified. Implications This study addresses a scholarly research gap by examining factors affecting attitudes and intentions towards using luxury fashion smartwatches, from millennial consumers‟ perspectives. It also offers strategic recommendations for luxury fashion brands in launching and growing luxury wearable opportunities specifically aimed at millennial consumers – a substantial and strategic segment for luxury brands. Research limitations and directions for future research are further elucidated. Originality and Value Given extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring millennial consumers‟ perceptions towards using these new generation smartwatches. To the authors‟ knowledge, this study is the first to investigate the application of TAM 2 in examining luxury fashion smartwatch adoption, and subjective norms has been proven as one of the most important factors.

본 연구는 외국인 소비자들을 대상으로 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 미치는 영향을 자민족중심주의의 조절효과를 중심으로 실증분석하고 있다. 287명의 외국인 소비자들을 대상으로 실증분석을 실시한 결과 첫째, 한류콘텐츠 만족도와 노출도는 모두 한국산 제품의 구매의도를 높이는 것으로 나타났다. 이러한 결과는 한류콘텐츠에 만족하거나 빈번하게 노출되는 외국인 소비자들의 경우 한국산 제품에 대한 긍정적인 원산지 효과로 인해 한국산 제품의 구매의도가 높아질 수 있다는 것을 시사한다. 둘째, 자민족중심주의의 조절효과를 검증한 결과 자민족중심주의는 한류콘텐츠 만족도와 한국산 제품 구매의도 간의 관계뿐만 아니라 한류콘텐츠 노출도와 한국산 제품 구매의도 간의 관계 모두에서 부(-)의 조절효과를 보이는 것으로 나타났다. 자민족중심적 성향을 지닌 소비자들의 경우 자국산 제품을 애용해야 한다는 신념을 가질 수 있다. 즉, 이러한 결과는 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 긍정적인 영향을 미친다 하더라도 자민족중심주의가 높은 경우, 이들 간의 긍정적인 관계가 약화될 수 있다는 것을 의미한다. 최근 한류가 사회적으로 큰 관심을 받고 있는 가운데외국 소비자의 한국산 제품 구매의도에 있어 한류콘텐츠의 만족도 및 노출도와 자민족중심주의 간 상호작용효과를 규명하였다는 점에서 본 연구는 국제마케팅 분야에 의미 있는 이론적 시사점을 제시할 수 있을 것으로 판단된다. 뿐만 아니라 본 연구의 분석결과는 한류콘텐츠를 활용하여 해외 시장으로의 진출을 고려하는 많은 한국 기업들에게 유용한 실무적 시사점 역시 제시할 수 있을 것으로 기대된다.

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.

Trust is an individual’s belief that an exchange will happen in a manner consistent with one’s confident expectations. In social networking sites (SNS), uncertainty is usually higher due to the high level of user-generated contents and the lack of face-to-face interactions. Despite this, the enhancement of experience with exchange parties could reduce the uncertainty and the increase tendencies for social commerce adoption through the increase in trust. Information seeking on SNS enhances the users’ knowledge about a product through access to the pool of information. Familiarity with SNS enhances users understanding of the shopping process and reduces the intricacy of the decisions. This study investigates the relationship between trust in SNS and purchase intentions. We propose a model including trust, information seeking, familiarity with SNS, and purchase intentions of fashion products on SNS. Data were obtained from 206 respondents who had experienced the purchase of fashion products on SNS. Mean age of the respondents was 22.1 years old and nearly 69.4 percent of the subjects were women. Approximately 84.0 percent reported a monthly income/allowance of less than US$400 and the majority (57.9 %) spent less than US$100 per six months on fashion products (e.g., apparel, shoes, etc.) purchases on the SNS. 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 = 88.02, df = 57, p = .005; GFI = .94, AGFI = .90, RMR = .04). Cronbach's alphas were ranged between .80 and .88. We used Facebook as the best known SNS to empirically test our model. Results from a survey of Facebook users showed that trust in SNS increases information seeking which in turn increases the familiarity with SNS. In addition, trust and familiarity with SNS increase the intention to purchase fashion products on SNS. Findings indicate that trust in SNS was found to be a key predictor of intention to purchase fashion products from SNS directly and indirectly. Theoretical and managerial implications are discussed.

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

온라인 상거래가 일상의 한 행위로 자리 잡은 요즈음 오프라인 채널과 온라인 채널 간의 간극이 점점 좁혀지고 있다. 즉, 종전에는 오프라인 상에서의 소비자 구매행위와 온라인상에서의 소비자 구매행위가 판이하게 달랐으나 온라인상에 서의 다양한 상거래가 보편화되면서 이제는 온라인상에서의 구매행위에 대한 연구가 활발하게 이뤄지고 있다. 그러나, 아직도 오프라인상에서의 신뢰가 온라인 구매행위에 미치는 영향에 관한 연구가 피상적인 수준에 머물러왔다. 이에 본 연구에서는 기존 연구의 한계를 극복하기 위하여 개인이 느끼는 뉴로티시즘 성향이 온라인상에서 사용자가 느끼는 불확실성, 거래비용, 그리고 만족 및 지속구매의도에 미치는 조절효과를 체계적으로 분석하고자 한다. 406부의 유효한 설문지를 토대로 분석한 결과, 사용자가 느끼는 거래비용은 온라인쇼핑 지속구매의도에 부의 효과를 미치고 있지만, 만족에는 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 또한, 사용자가 가지고 있는 뉴로티시즘 성향은 온라인쇼핑 지속구매의도와 그 영향 요인들 간의 모든 관계에서 유의한 조절효과를 보이고 있는 것으로 나타났다.