This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.

The global character market is expanding worldwide. Many character brands are being newly launched in a number of countries, reflecting character features that appeal more to the target market. Uzbekistan is one of the countries showing rapid economic growth, and it is in the early stage of accepting diverse character brands and goods. This study aims to explore the determinants of the purchase intention of character goods among Uzbekistan consumers. Specifically, it investigates the effect of character features (i.e., dynamism, familiarity, similarity, and attractiveness) on ‘attitudes toward characters’ and ‘the fit of characters to goods’. Further, it examines the impact of ‘attitudes toward characters’ and ‘the fit of characters to goods’ on the purchase intention of character goods. A total of 250 Uzbek consumers aged 18 and older participated in the online experimental survey with stimuli (i.e., images of characters). The results revealed that the familiarity and attractiveness of characters positively influenced ‘attitudes toward characters’, while their dynamism did not. Moreover, the similarity of characters negatively influenced ‘attitudes toward characters’ and ‘the fit of characters to goods’. In addition, familiarity, attractiveness, and dynamism positively influenced ‘the fit of characters to goods’. Both ‘attitudes toward characters’ and ‘the fit of characters to goods’ positively affected the purchase intention of character goods. In conclusion, to effectively target the Uzbekistan market, character goods should emphasize familiarity and attractiveness, with careful consideration of dynamism and similarity to address cultural and religious differences across countries.

본 연구의 목적은 S-O-R 모델을 기반으로 가상패션쇼 관련 의류 제 품에 대한 소비자 구매의도의 영향 요인을 탐구하고 향후 가상패션쇼의 기획과 홍보, 의류 제품의 전시를 위한 이론적 근거와 시사점을 제시하 는 데 있다. 연구 목적을 달성하기 위해 본 연구는 S-O-R 모델을 기반 으로 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 조건, 전시 효과, 인지와 감정 변수를 활용하여 가상패션쇼 의류 제품에 대한 소비 자 구매의도 모델을 구축했다. 정량 분석 방법을 이용하여 구축된 모델 을 검증하고 소비자 구매의도의 영향 요인을 밝혔다. 연구 결과에 따르 면 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 요소, 전시 효 과가 소비자 인지와 감정에 유의미한 정(+)적인 영향을 미치는 것으로 나타났다. 그리고 소비자 인지와 감정은 가상패션쇼 의류 제품에 대한 구매의도를 높일 수 있음을 검증했다.

In recent years, with the advancement of virtual reality (VR) technology, research in related fields has gradually increased. As personal head-mounted display devices become more prevalent in the market, this study explores the phenomenon of integrating VR technology with online shopping from the consumer's perspective. The study focuses on consumers' acceptance of VR technology in online shopping and analyzes the types of virtual environments most likely to stimulate consumer purchase intention. Based on the SOR (Stimulus-Organism-Response) and TAM (Technology Acceptance Model) theories, a TAM-SOR integrated model was constructed. Taking into account influencing factors in the current online shopping environment, the model was built and tested using SPSS and AMOS to validate the hypotheses. Structural equation modeling and mediation effect analyses on the collected samples indicate that external stimulus variables in a VR shopping environment—such as flow experience, spatial presence, and entertainment—have a significant positive impact on purchase intention. Additionally, perceived ease of use and perceived usefulness serve as chain mediators, enabling external stimulus variables to further influence consumer purchase intention through these mediating variables.

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.

More than 5 billion people will use the Internet and social media by the end of 2024 and global influencer marketers reached USD 24 billion in early 2024. A regulation is thus needed to protect domestic consumers from the negative effects of global influencer marketing, such as deception, hidden advertising, and information uncertainty. Can the current legal framework effectively protect domestic consumers from misleading or deceptive and illegal advertising conducted by influencers through social media platforms from outside of their jurisdiction This essay first examines social influencing and explains how social influencers operate across national borders. It then discusses domestic legislation governing social influencers in China, Japan and South Korea and discusses why these domestic frameworks provide scant protection for consumers against false advertising and misinformation originating in another country. Finally, this essay proposes an international solution to a problem that will only increase size and severity in the future.

This study aimed to identify consumer demands and propose improvement measures for restaurants by conducting an importance-satisfaction analysis of the attributes that influence dining consumers’ restaurant selection. The key findings are as follows: An analysis of consumer hygiene behavior revealed that participants were particularly vigilant about washing food ingredients, checking expiration dates, and maintaining personal hygiene before meals. Notably, women exhibited significantly higher hygiene behaviors than men in 9 out of 12 items. The importance analysis of restaurant selection attributes indicated that “food cleanliness” and “food taste” were prioritized, with women assigning higher importance to almost all attributes, particularly emphasizing restaurant cleanliness and food taste. The satisfaction analysis showed that “food taste” and “food cleanliness” were the most satisfying attributes, with significant gender differences observed in 4 out of 26 items. The importance-satisfaction analysis demonstrated that satisfaction levels were consistently lower than importance levels across all 26 attributes. The ISA analysis identified that items in the second quadrant, such as restroom cleanliness, reasonable price, and the provision of food safety information, were in the most urgent need of improvement. Overall, the study highlights that consumers place a high level of importance on hygiene and cleanliness in restaurants, reflecting a market with increasingly stringent hygiene standards.

This study aimed to understand the needs of consumers in the meal kit market and determine the impact of meal kit selection attributes according to the consumption behavior of single-person households on purchase decisions and satisfaction. A summary of the results of this study is as follows: First, the most frequent purchase frequency of meal kits was 2 to 3 times a month. The reason for purchase was that it was easy to consume, and the most common purpose of purchase was for consumption. Second, four factors, including health, convenience, taste, and economics, were derived as a result of a factor analysis of meal kit selection attributes. The difference in meal kit selection attributes according to age groups revealed that those in their 20s had high scores with respect to health and taste factors, and economic factors appeared statistically significant. Third, an analysis of the meal kit product selection attributes showed that health and taste factors had a positive influence on satisfaction. This can be said to reflect the tendency of single-person households to give weightage to healthy eating and to purchase products that can be consumed conveniently.

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.