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.

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.

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.

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.