Green product experience has become an important marketing strategy for corporations to tap potential green consumers. Based on the theory of planned behavior, this article explores the influence of attitude, subjective norm, and perceived behavioral control on consumers’ green purchasing intentions from the perspective of green product experience with consumers in China, Japan, and Korea as the research objects. Our findings suggest that green product experience of consumers in the three countries can directly affect consumers' green purchasing intentions. Green product experience has an indirect influence on consumers’ green purchasing intention through the mediating effect of attitude, subjective norm and perceived behavioral control. The multiple group comparison shows the external validity of TPB through an examination of green purchasing behavior in different cultural settings, which will help enterprises implement effective experience marketing strategies.

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2–4 years, and 95.1% of people used it for 2–3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer’ recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the “fashion entertainment” characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer’s attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer’s number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

본 연구는 제품과 물리적 접촉이 불가능한 온라인 환경에서 다중 감각 단서가 소비자의 촉각적 심상과 제품에 대한 태도 및 구매 의사에 미치는 영향을 알아보고자 하였다. 실험 1에서는 참가자들을 음향 없이 사진만 제시한 조건, 음향 없이 영상만 제시한 조건, 일치하는 음향과 영상을 제시한 조건, 불일치하는 음향과 영상을 제시한 조건으로 나누어 제품을 탐색하게 하였고 그 후 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사를 측정하였 다. 그 결과, 모든 변수에서 불일치하는 음향과 영상이 주어진 조건이 가장 낮은 평균 점수를 보였다. 실험 2는 참가자 내 디자인으로 설계되어, 참가자들에게 동일한 제품을 실험 1과 같은 네 개의 조건에서 탐색하게 하였다. 탐색 후,촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사, 접촉 욕구 등을 측정하였다. 접촉 욕구를 공변인으로 하는 반복측정 공분산분석 결과, 일치하는 음향과 영상을 제시한 조건은 다른 조건과 비교했을 때 유의미 하게 심상선명도, 제품에 대한 태도, 제품 구매 의사가 높았다. 이중 매개 분석 결과, 다중 감각 단서 조건은 심상선명 도와 제품 사용의 상상용이성을 순차적으로 매개하여 제품에 대한 태도-구매 의사를 유의미하게 예측했다. 결론적으 로, 음향 및 영상 단서로 유발된 선명한 촉각적 심상은 소비자가 제품을 사용하는 상황의 상상을 쉽게 만들어 태도-구 매 의사와 같은 의사 결정에 긍정적 영향을 미칠 수 있다.

This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users’ spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

Marketing communication has undergone significant transformation in recent years. Influencers, who generate content on social networking sites (SNSs), have had a dramatic impact on consumers’ purchase decisions. Brands and marketers are therefore the most effective and powerful marketing tools. Social media influencers, so-called “YouTubers,” have become online opinion leaders by creating and posting content on social media, in contrast to celebrities who are well-known via traditional media in general. Previous studies regarding influencers have focused on the factors that contribute to the effectiveness of influencer marketing across various contexts or person-related factors. However, previous studies have not only elicited mixed findings concerning the effects of influencer marketing, but also reveal a lack of basic understanding of the mechanisms by which video content and influencers themselves impact consumer, particularly in the high-end product industry. Present-day social media influencers are not only information providers but also friendly communicators rather than inaccessible celebrities. Favorable attitudes towards influencers may play a crucial role in consumer behavior when purchasing high-end products in which have high prices and uncertainties. While some studies include the construct of the perception of influencers in their models, there is a lack of research on the effect of influencers and video content. Thus, we expect our empirical research to provide a comprehensive understanding of the nature of social contagion, which is highlighted by social media influencers.

스포츠 상품 시장에서 각 브랜드가 소비자에게 미치고자 하는 영향력은 여러 가지 형태로 시도 되었으며, 그 효과 또한 증명되어 가고 있다. 각 브랜드들이 자신들이 활용할 가치가 있다고 판단하여 수립한 다양한 마케팅 전략들이 증명되어가고 있는 것이다. 하지만 최근 나타난 새로운 소비 유형이라 할 수 있는 스포츠 상품 수집가를 활용한 마케팅 전략은 지금껏 그 영향력이 실증적으로 검증된 바가 없었다. 기존의 스포츠 상품 시장에서 나타난 수집 행위에 이해도가 매우 낮았기 때문이다. 어느 정도 한계에 봉착했다고 여겨지는 스포츠 상품 시장에 새로운 마케팅 전략이 필요하다고 판단한 도전적 사고에서 본 연구를 시작하였으며 스포츠 상품 수집가를 활용한 마케팅 전략을 수립함에 있어서 그 영향력이 형성되는 경로를 설정하고 증명하는데 그 목적을 두고 있다. 이 연구의 목적을 달성하기 위하여 가상의 스포츠 상품 수집가의 상품 설명에 대한 자극물을 접한 잠재 소비자 231명을 대상으로 SPSS 21.0과 AMOS 20.0을 이용하여 빈도분석, 신뢰도분석, 상관관계분석 및 확인적 요인분석과 구조방정식을 이용하였다. 이 연구에서 도출된 결과를 바탕으로 하여 스포츠 상품 시장에서 스포츠 상품 수집가들이 보유하고 있는 전문성을 바탕으로 하는 새로운 마케팅 전략의 경로를 발견하였다고 할 수 있으며, 이를 바탕으로 침체된 우리나라 스포츠 상품 시장에 새로운 성장 동력의 하나로 작용할 수 있기를 기대하는 바이다.

This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers' purchase intention, Second, it wanted to assess the moderating effects of consumers' aesthetic seeking tendency on their decision-making process. Based on the stimulus-organism-response (S-O-R) paradigm and the product personality-brand identification-purchase intention model, this study proposed a research model, the benefits-product identification-purchase intention model. To test the model, a survey was conducted of female college students; a total of 298 questionnaires were analyzed. The stimulus used was a popular model of Nike running footwear: the Luna Eclipse+2. Factor analysis and structural equation analysis were conducted to analyze the research model. The results indicate : (1) The aesthetic benefit influenced product identification positively. The aesthetic benefit, functional benefit and product identification were all positively related to purchase intention. (2) The aesthetic seeking tendency mediated the influences of product benefits on consumers' purchase intention in the decision-making process. For consumers in the ‘high’ level group of aesthetic seeking tendency, aesthetic benefit and social benefit affected purchase intention and for consumers in the ‘low’ level group of aesthetic seeking tendency, the functional benefit only affected purchase intention. Based on this study, we find evidence that product benefits and aesthetic seeking tendency play important roles in consumers' decision-making process in product purchase.

Background and Purpose of Study: Social commerce refers to a form of electronic commerce based on Social Networking Service (SNS) and has grown substantially since the advent of Groupon in 2008. The growth of social commerce was accelerated with the increased popularity of SNS, where consumers share product information and reviews and the information is spread to others through SNS in real time (KB financial group, 2015). Social commerce can be divided into three types: (1) online group buying, (2) online shopping linked with the SNS, and (3) online shopping in SNS. The first type of social commerce is the most common type in Korea and the current study conducted an experiment based on the online group buying format. In the group buying social commerce, consumers gather together to purchase a product with a cheaper price. Placing a large order facilitates price promotion, (Yuan, & Lin, 2004) and buyers benefit from the cheaper price through the group buying (Zeng, Huang, & Dou, 2009). Group buying websites provides consumers with two types of information: time left for the promotion (time pressure) and the number of product sold (product popularity), and the overall purpose of this study is to examine the effects of time pressure, product popularity and website reputation on purchase intention. Hypotheses Development: Consumers make a purchase on social commerce websites because they can get a product with a cheaper price through group buying. Thus, this study is based on the assumption that all products are under price promotion. According to prospect theory, consumers are more likely to be sensitive to losses than gains. Consumers initially perceive a price promotion as a potential gain, but as the expiration approaches, they are more likely to perceive the promotion as a potential loss, which consequently increase purchase intention (Inman & McAlister, 1994). Also, a statement indicating product popularity, such as ‘the best-selling item’ increases purchase intention (Jeong & Kwon, 2012). Signaling theory provides a useful insight into understanding the effects of website reputation. Since consumers use a website reputation as an indicator of quality (Kirmani & Rao, 2000), they generally respond more positively to well-known websites than unknown websites (Shamdasani, Stanaland, & Tan, 2001). Therefore, based on the literature review, the following hypotheses are developed.H1: High time pressure has a greater impact on purchase intention than low time pressure. H2: High product popularity has a greater impact on purchase intention than low product popularity. H3: Well-known website has a greater impact on purchase intention than unknown website. H4: The effect of time pressure on purchase intention differs as a function of product popularity. H5: The effect of time pressure on purchase intention differs as a function of website reputation. H6: The effect of product popularity on purchase intention differs as a function of website reputation. Method: This study’s design is a 2 (time pressure: high vs. low) x 2 (popularity: high vs. low) x 2 (website reputation: well-known vs. unknown) between-subjects factorial design. This study includes three pretests: (1) to select high versus low time pressure, (2) to select the number of product purchased (product popularity), and (3) to select well-known and unknown social commerce websites. Based on the results of the pretests, eight mock websites simulating social commerce websites were developed for the main experiment. The data were collected via a research company. Invitation emails with a URL were sent to potential participants, and they were guided to shop the website and answer the questionnaire. The measure of purchase intention was adopted from the existing literature with adequate reliabilities (Cronbach’s alpha >.70), and the scale items used a 7-point scale. Manipulation checks showed that manipulations of time pressure, product popularity, and website reputation were successful. Results: A total of 453 female online shoppers participated in the online experiment. An exploratory factor analysis revealed one factor of purchase intention, and the reliability.93, indicating adequate internal consistency of the scale. Hypotheses were tested using analysis of variance (ANOVA). The results showed main effects for product popularity [F (1, 445) = 10.34, p < .05] and website reputation [F (1, 445) = 72.03, p < .05] on purchase intention, supporting H2 and H3. With regard to H4 to H6 predicting interaction effects, ANOVAs showed significant interaction effects of time pressure by product popularity [F (1, 445) = 5.53, p < .05], time pressure and website reputation [F (1, 445) = 4.59, p < .05], and product popularity and website reputation [F (1, 445) = 9.15, p < .05] on purchase intention. Thus, H4 to H6 were supported. Conclusions and Discussion: The study offers academic and managerial implications. The findings of the study provide empirical support for the signaling theory and prospect theory. The results suggest that high popularity and high reputation are significant factors influencing purchase intention. When consumers perceive a product as being popular on a social commerce website, they have greater purchase intention than when they do not perceive the product popularity. Also, when consumers shop on a well-known social commerce website, they have greater purchase intention than when they shop on an unknown website. When the product popularity is high, high time pressure is an important factor enhancing purchase intention. When a website is well-known, high time pressure increased purchase intention. However, when a website is unknown, high product popularity increased purchase intention. These findings of the study contribute to the literature in social commerce. Based on the website reputation, social commerce websites need to incorporate appropriate marketing tactics, such as time pressure and product popularity to increase consumers’ purchase intention.

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.

본 연구에서는 기존의 전형성에서 긍정/부정이라는 정서적 방향성이 분명하게 이탈된 디자인을 활용한 제품에 대한 선호도와 구매의사에 성격이 어떤 영향을 미치는지를 알아보았다. 기존의 긍정적 전형성에서 부정적으로 이탈된 디자인 제품과 기존의 부정적 전형성에서 긍정적으로 이탈된 디자인 제품에 대한 참가자들의 선호도와 구매의사가 측정되었으며 여기에 미치는 개인 특성으로 외향성, 신경증, 심미적 성향이 측정되었다. 연구 결과, 참가자들은 부정적으로 이탈된 디자인 제품보다 긍정적으로 이탈된 디자인 제품을 훨씬 더 선호하였고 구매의사도 더 높았다. 부정적으로 이탈된 디자인 제품의 선호도에는 신경증이 유의미한 영향을 미쳐 신경증이 높을수록 부정이탈 디자인 제품을 더 선호하였다. 또한 부정이탈 디자인 제품의 구매의사에 대해서는 선호도와 외향성의 상호작용 효과가 나타났는데, 즉 내향적인 사람일수록 높은 선호도가 실제 구매의사로 이어질 가능성이 유의미하게 높았다. 반면 긍정이탈 디자인 제품에 대해서는 성격의 효과가 전혀 나타나지 않았다. 본 연구의 결과는 부정적인 정서를 유발하는 전형성 이탈 디자인 제품에 있어서는 개인의 성격적 특성이 선호도 및 구매의사에 중요한 역할을 함을 보여준다.

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

인터넷의 등장과 스마트폰의 빠른 보급으로 인하여 SNS 사용 인구가 증가하며 SNS를 통한 마케팅의 중요성이 점점 확대되었고, 다양한 분야에서 SNS 마케팅 활용성이 연구되고 있다. 본 연구는 국내 플라워샵의 SNS 마케팅 특성이 화훼디자인 상품에 대한 태도 및 구매의도 에 미치는 영향을 알아보고, SNS 특성과 구매의도와의 관계에서 화훼디자인 상품의 대한 소비자의 태도를 알아보고자 수행하였다. 본 연 구에서는 SNS 특성을 사용자의 관점으로 정보제공성, 상호작용성, 접근편의성, 신뢰성 4개의 요인으로 추출하였고, SNS 특성이 화훼디 자인 상품에 대한 태도 및 구매의도에 미치는 영향에 대해 설정한 9개의 가설을 토대로 설문지를 구성하였다. SNS의 이용실태에서는 SNS 의 사용여부를 묻는 질문에 91.2%의 응답자가 사용한다고 하였으며, 42.3%의 응답자가 1시간 미만의 SNS 사용시간이 가장 높은 빈도로 나타났다. 이용목적으로는 정보지식 습득 및 공유(36.1%)가 가장 높게 나타났다. 플라워샵의 SNS 활용특성의 하위범주(정보제공성, 상호 작용성, 접근편의성, 신뢰성) 모두 화훼디자인 상품에 대한 태도와 정의 상관관계를 나타냈으며, 화훼디자인 상품에 대한 태도는 구매의도 에 유의한 정의 영향을 미치는 것으로 나타나 화훼디자인 상품에 대한 태도가 긍정적일수록 구매의도가 높아지는 것을 알 수 있었다. 이와 같은 결과로 미루어 볼 때 플라워샵의 SNS 활용특성 중 정보신뢰성과 접근편의성에 의하여 화훼디자인 상품에 대한 긍정적인 태도가 형성 되었을 때 소비자의 구매의도에 영향을 미치는 것을 알 수 있었다. 따라서 화훼장식품의 구매의도를 높이기 위해서는 플라워샵의 SNS에 서 게시하는 게시물의 정보에 대한 신뢰성과 원하는 이미지와 정보를 보기 좋고 간편하게 이용할 수 있는 편의성을 강화하는 것이 중요하 다는 것을 알 수 있었다. 플라워샵의 SNS 활용특성의 하위요인들이 화훼디자인 상품에 대한 태도 및 구매의도에 미치는 영향을 알아보기 위해 다중회귀분석을 실시한 결과, 화훼디자인 상품에 대한 태도에 영향을 미치는 플라워샵의 SNS 활용특성의 하위요인을 살펴보면 신뢰 성(β=.354)이 가장 큰 영향을 미쳤으며 접근편의성(β=.319) 또한 브랜드 태도에 영향을 미치는 것으로 나타났다. 화훼디자인 상품의 구매 의도에 영향을 미치는 플라워샵의 SNS 활용특성의 하위요인에도 신뢰성이(β=.456) 가장 유의한 영향을 미치는 것으로 나타났다. 따라서 플라워샵의 SNS 활용특성이 화훼 디자인 상품에 대한 태도 및 구매의도에 긍정적인 효과를 높이기 위해서는 신뢰성과 접근편의성 요인을 강화해야 하는 것을 알 수 있었다.