This study examined how perceived scarcity influences consumer purchase decisions in the context of preorder fashion, with a focus on the mediating role of purchase pressure and the moderating role of hedonic shopping value. A survey was conducted with 300 consumers who had previously purchased fashion products through preorder platforms in Korea. The key constructs –limited time/quantity scarcity, product scarcity, time pressure, financial pressure, purchase delay, purchase intention, and compulsive buying– were validated using exploratory and confirmatory factor analysis. Structural equation modeling showed that perceived scarcity significantly increased purchase pressure. Specifically, limited time/quantity scarcity heightened time pressure, while product scarcity heightened both time and financial pressure. In turn, time pressure positively influenced both purchase intention and compulsive buying, whereas financial pressure led to increased purchase delay. Mediation analysis confirmed that time pressure fully mediated the relationship between limited time/quantity scarcity and both purchase intention and compulsive buying, while product scarcity exerted both direct and indirect effects, particularly on compulsive buying. A multigroup analysis further revealed that hedonic shopping value did not moderate the overall structural model but had significant effects on specific paths. Consumers with high hedonic shopping value were more sensitive to product scarcity and experienced greater purchase pressure than those with low hedonic shopping value. These findings offer valuable insights for marketers who employ scarcity tactics in preorder strategies and highlight the importance of psychological mechanisms in shaping consumer behavior. Theoretical implications and future research directions are also discussed.

2022년 우리나라의 합계출산율이 0.78명으로 역대 최저를 기록했다. 그러나, 한 국의 최저 출생률 상황에서도 유아용품 시장은 성장하고 있는 특이한 양상을 보이고 있다. 좋은 제품을 원하는 부모의 소비 욕구와 경제적 합리성을 고려한 양육자의 소비 특성은 유아 용품 시장의 양면성을 나타내는 것이다. 그러나 이에 대한 연구는 미비하기에, 본 연구는 유아 용품 소비자의 양면적 특성을 분석하여 소비가치가 태도와 구매 의도에 미치는 영향을 살펴 보고자 하였다. 특히 유아용품 브랜드 유형을 중저가와 프리미엄으로 분류하고 이에 따른 소비 가치와 소비자 행동 간의 상관관계를 조사하여 시장에 유용한 시사점을 도출하고자 하였다. 본 연구에서는 프리미엄 유아용품 브랜드와 중저가 유아용품 브랜드의 양면적 소비자에게 미치는 영향을 탐색하였고, 주요 결과는 다음과 같다. 첫째, 유아용품의 소비가치는 일반적으로 태도에 긍정적인 영향을 미쳤다. 둘째, 사회적 가치는 유아용품의 소비가치 중에서 통계적으로 유의미한 영향을 미치지 않았으나, 프리미엄 유아용품에서는 사회적 가치가 태도에 긍정적인 영향을 미치지만, 중저가 유아용품에서는 부정적인 영향을 미친것으로 나타났다. 셋째, 중저가 유아용품은 기능적 가치의 중요성이 높았다. 넷째, 프리미엄 유아용품과 중저가 유아용품 간의 제품 구매를 통한 감정적 만족도에는 큰 차이가 없었다. 다섯째, 유아용품 구매 시 대다수의 소비자가 이성적 가치와 감정적 가치를 복합적으로 고려하는 양면적 소비자로 나타났다. 실무 적으로는 프리미엄 유아용품과 중저가 유아용품의 차이에 대한 이해를 통해, 사회적 가치에 대한 브랜드 전략의 중요성과 중저가 유아용품에서는 기능성 강조가 효과적일 것임을 강조 하였다. 본 연구를 통해 유아용품 시장의 동향과 소비자 행동에 대한 깊은 이해를 제공하여 기업 들이 효과적인 전략 수립에 기여할 것으로 기대할 수 있다.

본 연구는 스키장 렌탈샵의 서비스 품질이 소비자의 지각된 가치 및 구매행동에 어떠한 영향을 미치는지를 규명하여 스키장 렌탈 산업의 서비스 품질을 개선하고 고객들의 욕구를 충족시킬 수 있는 기초 적 자료를 제공하고자 했다. 따라서 국내 스키장 6곳(하이원리조트, 용평리조트, 지산리조트, 곤지암리조트, 휘닉스파크, 웰리힐리)의 렌탈샵 방문 이용자를 대상으로 조사를 수행됐다. 수집된 자료는 SPSS(ver. 25.0) 프로그램을 활용하여 빈도분석, 탐색적 요인분석, t-test, 일원변량 분산분석, 상관관계 분석, 단순 및 다중 회귀분석을 실시했다. 본 연구에서 도출된 결과는 다음과 같다. 첫째, 스키장 렌탈샵의 서비스 품질이 지각 된 가치에 편리성, 공감성, 서비스, 시설환경 순으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 지각된 가치가 구매행동의 구매의도 및 추천의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 스키장 렌탈샵 의 서비스 품질이 구매행동의 구매의도 및 추천의도에 공감성, 시설환경, 편리성, 서비스 순으로 유의한 영 향을 미치는 것으로 나타났다.

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers’ active engagement and interaction. Thus, this study considers consumers’ participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms’ intangible assets and consumers’ competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

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.

The development of ICT technology has created new channels for product sales and promotion, which not only make information accessible to customers as easy as possible, but also provide consumers with much more absolute and comparative information. Modern consumers are exposed so many shopping channels currently, especially mobile-based channels have grown significantly and have become the center of the market. It is true that mobile shopping has led the growth of overall online shopping with the recent development of mobile devices such as smartphones and related software. The importance of strengthening corporate competitiveness and mobile-based management strategies through on line channels continues to increase. At this point, this study attempted to investigate the influencing factors by focusing on the entire distribution channel and mobile shopping channels. As most of previous studies were focused on Internet shopping malls or specific channels, So the research on mobile channels can be judged to be timely and appropriate. Furthermore, it can be said that mobile shopping channels are now presenting empirical implications. In conclusion, it provides practical implications to examine the management strategy of mobile shopping channels from the perspective of consumer value.

Eco-friendly consumption is a prominent trend in the fashion industry, by which many firms attract the interest of consumers using a green marketing strategy. However, “greenwashing” (caused by distorted, exaggerated, and false information) gives rise to consumer confusion. The purpose of this study is to investigate the effect of consumer confusion and value on price sensitivity and purchase intention. Data was collected from 228 respondents using a questionnaire that was distributed to consumers living in Seoul and Kyunggi, South Korea. The data was analyzed by factor analysis, regression analysis, and Cronbach’s alpha using SPSS 23.0. The results were as follows: First, factor analysis showed the consumer value variable was significantly categorized in altruistic and self-expressive values. All variables (altruism, selfexpression, consumer confusion, price sensitivity, and purchase intention) were shown to have significantly good internal validity. Second, altruistic consumer value was shown to positively affect the purchase intention of eco-friendly fashion products, but self-expressive consumer value had no significant effect. Third, consumer confusion on eco-friendly fashion products had a negative effect on purchase intention. Fourth, altruistic and self-expressive consumer values had no effect on price sensitivity. Fifth, consumer confusion on eco-friendly fashion products positively affect price sensitivity. Sixth, price sensitivity on eco-friendly fashion products had a negative effect on purchase intention. Therefore, fashion firms should provide a certified green mark to consumers to eliminate confusion and deliver the right message without greenwashing. Moreover, fashion firms should develop green marketing strategies that are more focused on altruistic consumers.

The purpose of this study is to explore the value structure of sharing economy for consumers, and to construct a model of consumers' continuoususe intentionin the sharing economy. Firstly, based on the characteristics of sharing economy platform technology, this paper explores the composition of platform value (time adaptability, location adaptability, content accessibility) through qualitative analysis. Then through quantitative analysis, this paper explores the influence of platform value on consumers' perception of emotional value and economic value. Finally, on this basis, this paper studies the impact of consumer value of sharing economy on consumer behavior, and compares and analyzes the impact of consumer value of sharing economy on consumers under different product types. In short, this paper aims to study the value creation of sharing economy from the perspective of consumption value, and shape its future development direction.

This study aimed to identify the effects of shopping environmental stimuli on Chinese consumers’ functional and symbolic value perceptions toward luxury lifestyle fashion stores. An enhanced S-O-R (stimulus-organism-response) model was used as the theoretical foundation. Significant relationships were identified between shopping environmental stimuli and the perceived values.

The rise of the sharing economy is transforming the tourism and hospitality industry (So, Oh, and Min, 2018; Zhu, So, and Hudson, 2017). The growing popularity of Airbnb has led a number of recent studies to investigate consumer value derived from such innovative consumption model. In the context of Airbnb, research shows that perceived value motivated travelers to choose Airbnb (Mao & Lyu, 2017). However, the theoretical construct of consumer value includes multiple dimensions, such as emotional value, social value, price value, and quality value, and how each dimension contributes to consumer attitudes and behavioral intentions toward Airbnb is unexplored. Therefore, this study sets forth a national field investigation to provide a holistic understanding of consumer evaluation of various value dimensions with respect to Airbnb experiences. To empirically test the proposed model, a quantitative, national online survey was conducted using Qualtrics Online Sample. After checking the performance of the measurement model, we evaluated the results of the structural model. The results show that emotional value and quality value significantly explain overall attitude toward Airbnb, whereas, price value and social value were not significant in predicting attitude. However, price value and social value, together with overall attitude, significantly explain consumer’s purchase intention. The results show that the t values from bootstrapping were greater than 1.96, and the R2 values for endogenous variables well exceeded .26. All exogenous constructs producing effect sizes ranging from small to large. In addition, the Q2 for the endogenous latent constructs were well above the threshold, with .421 for overall attitude and .472 for behavioral intentions, thereby substantiating the structural soundness of the proposed model.

As visual marketing gains a more critical role in marketing communications, consumer eye-tracking data has been utilized to assess the effectiveness of those marketing efforts (Croll, 2016; Glazer, 2012). With eye-tracking data, researchers can capture consumers’ visual attention effectively and may predict their behavior better than with traditional memory measures (Wedel & Pieters, 2008). However, due to the complexity of data: its volume, velocity and variety, known as 3Vs of Big Data, marketing scholars have been slow in fully utilizing eye-tracking data. These data properties may pose a challenge for researchers to analyze eye-tracking data, especially gaze sequence data, with traditional statistical approaches. Commonly, researchers may analyze gaze sequences by computing average probabilities of gaze transitions from a particular area of interest to another area of interest. When the variance of gaze sequence data in the sample is small, this method would uncover a meaningful “global” trend, a trend consistent across all the individuals. However, when the variance is large, this method may not enable researchers to understand the nature of the variance, or the “messiness” of data. In this paper, first, to overcome this challenge, we propose an innovative method of analyzing gaze sequence data. Utilizing the singular value decomposition, our proposed method enables researchers to reveal a “local” trend, a trend shared by only some individuals in the sample. Second, we illustrate the benefits of our method through analyzing gaze sequence data collected in an advertising study. Finally, we discuss the implications of our proposed method, including its capability of uncovering a hidden “local” trend in “messy” gaze sequence data.

Introduction In recent times, mass customization strategy has been actively adapted even in the food service industry, which provides services wherein consumers select the main ingredients of the food they order according to their preference. In this study, we examine the effect of mass customization strategies perceived by consumers in the food service industry. We also includes the external and internal environmental factors stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Evidence shows that consumers’ perceived value is high for mass customization in food consumption service compared to food service for a fixed menu. The findings further suggest that this effects of mass customization on consumer perception is moderated by social influence (group vs. individual) and food type (utilitarian vs. hedonic). Theoretical Development Recent research in the field of mass customization has demonstrated that the advantage of designing consumer’s own products is in increasing consumer's perceived benefits while engaging in the customization of tangible products. These studies have shown that the mass customization provides consumers with a utilitarian value due to the purchase of optimized products that meet their individual needs and various values that are embedded in the customization process, such as hedonic value, self-expressive value, and creative achievement (Merle, Chandon, Roux, & Alizon, 2010; Yoo & Park, 2016), and that this value recognition leads to positive attitudes and behavioral responses such as high willingness to pay (Franke, Keinz, & Steger, 2009; Schreier, 2006), purchase intent, and loyalty (Yoo & Park, 2016). However, whereas research on mass customization focusing on tangible products has been actively conducted, research in the field of intangible services, is still lacking in two respects. First, there has been very little discussion of the effectiveness of mass customization strategies in the food service industry. Specifically, based on the stimuli-organism-response (S-O-R) framework, which states that environmental stimuli (S) lead to the formation of a customer perception (O) that induces consumers’ behavioral responses (R) (Mehrabian & Russell, 1974), existing research focused on the relationship of customer’s behavioral response to mass-customized food service (S-R relationship) (Kuo & Cranage, 2010; Wolf and Zhang, 2016), failing to embrace S-O relationship that focuses on how mass customization differs from a standard system in terms of how consumers perceive value. Considering that mass customization services can be regarded as a form of customer engagement strategy (Chathoth et al., 2014; Chathoth et al., 2016), it can be assumed that mass customization in services can induce positive consumer perception. Second, little research has yet examined situational factors that affect consumer response in purchasing mass customization of products/service. Considering that service environments play a significant role in service delivery by strengthening customer perceptions and retention (Baker, Parasuraman, Grewal, & Voss, 2002; Sherman, Mathur, & Smith, 1997), it is necessary to identify the internal and external environmental factors that limit or enhance consumers’ perceived value of the mass customization for effective implementation of the mass customization strategy. The aim of the present research is to empirically examine the effects of mass customization on consumer responses. It is hypothesized that consumers’ perceived value might be high for mass customization in food consumption service (compared to food service for a fixed menu) (H1), which is consistent with previous literature on consumer responses to mass customization in tangible. Furthermore, the current research further includes various environmental stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Based on the assumption that (a) people's choice of consumption is affected by the expectations of how others evaluate their decisions (Ariely & Levav, 2000; Calder & Burnkrant, 1977) and that (b) consumers are more concerned about social norms and therefore make similar choices to blend in resulting in uniformity at the group level (Tice, Butler, Muraven, & Stillwell, 1995), it is expected that consumers sometimes feel compelled to refrain from choosing favorites because of how they expect to be perceived by others, hindering consumer’s benefits of mass customization. In addition, there are two food types based on the goal of consuming food: utilitarian food and hedonic food (craving for sweetness, e.g., desserts) (Wansink, Ittersum, & Painter, 2004; 2005). In pursuing the hedonic goal, the consumer tendency to engage in various behaviors is strengthened by the desire to express one’s personality to others (Ariely & Levav, 2000; Ratner & Kahn, 2002). Accordingly, in the present research, we explore the perceived value of mass customization moderated by social influence (H2), and food type (H3). In this model, social influence (group vs. individual), which is the factor outside the scope of customizing process, is regarded as an external variable and food types (utilitarian vs. hedonic), divided according to the purpose of food consumption, as an internal variable. Method We used a 2 (customization: low vs. high) × 2 (social influence: individual vs. group) between subject experiment conducted on the subjects regarding two types of food service: utilitarian food (main course) and hedonic food (dessert). We assigned 208 participants randomly to one of four conditions. Participants were asked to imagine they were visiting the high customized restaurant with their colleague together (vs. alone) that provide high customized service (vs. low customized service) and saw a menu for a food item. Modified from Kuo and Cranage (2010) study, two level of customized menu scenarios were used in this study. In the high customization scenario, participants are told that they were in a restaurant where they were offered to customize their dishes with choices of ingredients. In the low customization condition, participants were told that they were in a restaurant where they ordered among fixed menu items. Based on pretest result, we used pasta, which is entrée for the utilitarian food, and use ice-flake, which is dessert for the hedonic food. After reading the scenario, participants provide their perceived value of mass customization ratings of the service process. Results and Conclusion First, an analysis of variance (ANOVA) revealed a significant effect of mass customization demonstrating that on perceived value, participants who read mass customization service condition had a higher perceived value on their food than participants in the fixed menu condition (H1). Second, in order to examine whether social influence (H2) and food type (H3) moderate the effect of mass customizatino on consumer perceptions, a moderated moderation model was performed a bootstrapping procedure with 5000 samples using the PROCESS model 3 (Hayes, 2016). The result revealed a significant three-way interaction effect among level of customization (high vs. Low), social influence (group vs. individual), and food types (utilitarian vs. hedonic). As the level of customization increases, the overall perceived value increases; however, it is confirmed that, when making decisions about food in a group situation, there are restrictions on perceiving the value that the consumer can customize and feel as compared to the individual situation. Finally, impact of social influence on the perceived value of customization is moderated by food type (hedonic vs. utilitarian). In other words, in hedonic food consumption situation, the modeartion effect of social influence on the perceived value of customization is weakened. Consumers are more likely to appreciate the process and consider it more palatable when they use mass customization service in restaurant. However, when people are conscious of the presence of others, the act of selecting food ingredients according to one’s own preference is restricted. Therefore, even if customized food is ordered in the presence of the group, its perceived value will be as lower than that of a fixed menu. In addition, when people use mass customization service in hedonic food consumption situations, regardless of group influence, they perceive that the value of customized menu is higher than that of the fixed menu. We expect that the study findings and framework will provide practical and theoretical implications such as the development of theories on food service situations, as well as aid restaurants in establishing marketing strategies. In addition, identifying internal and external environmental factors that limit consumers’ perceived value of mass customization will enable restaurants to find a suitable menu composition method to enhance and maintain customers’ perceived value and build a promotional strategy accordingly.