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.

본 논문은 가정간편식(Home Meal Replacement, HMR) 이용경험과 만족도가 HMR 구매확대의향에 미치는 영향을 분석하는 데 목적이 있다. 이를 위해 2021년 실시한 가공식품 소비자태도조사(온라인조사) 데이터를 사용하였다. 분석 결과 HMR 이용 경험이 많을수록 향후 HMR 구매확대 가능성이 높은 것으로 나타났다. HMR에 대한 요인별 만족도의 경우, 맛과 편의성에 대한 만족도가 높을수록 HMR 구매의향이 높은 것으로 분석되었다. 따라서 식품 제조사와 유통사들은 특히 맛과 편의성에 대한 만족도를 중점적으로 높이기 위해 제품 개발 및 마케팅 전략을 수립할 필요가 있다.

본 연구는 성별과 연령, 라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 미치는 영향에 대해 분석하기 위해 서울 및 경기도에 거주하는 10대에서 50대의 남녀 301명을 대상으로 자료를 수집하여 SPSS 21.0으로 통계처리 하였다. 그 결과 라이브 커머스를 통한 구매경험은 ‘실용적 가치’, ‘오락적 가치’ 및 ‘신뢰적 가치’ 차원으로 분류되었고, 구매만족도와 지속적 구매의도는 단일 차원으로 나타났다. 성별과 연령대에 따라 라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 긍정적 영향을 주었다. 성별과 연령별에 따라 구매만족도가 지속적 구매의도에 영향을 미치는 것으로 나타났다. 본 연구결과는 화장품 산업에서 성별과 연령별에 따른 라이브 커머스를 활용하는 마케팅 전략수립에 기초자료가 될 것으로 사료된다.

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

This study investigates the effect of high-level customization experience delivered via information and communication technology (ICT) on consumers’ patronage behavior toward a brand. The results indicate that customization experience increases purchasing intention for it enhance the level of happiness about the product. The relationship between customization experience and happiness is found to be mediated by autonomy (i.e., feeling of being in charge of one’s own action), competence (i.e., feeling that one effectively utilize one’s skill and abilities) and the pride of authorship (i.e. feeling of pride when creating an artifact of one’s own). Introduction The advancement of ICT (Information and Communication Technology) has led the paradigm shift in managing a producer and consumer relationship in the fashion industry. In particular, it has blurred the boundaries between the role of a producer and the role of a consumer. For example, Adidas, one of the biggest sportswear companies in the world, has built SpeedFactory, which offers a special customization service for their users to build sneakers according to their own design specifications. There it takes only five hours for a customized design put together by its users to be produced in a real pair of sneakers and ready to be delivered to their home (Wiener, 2017). The term, prosumer (i.e., producer and consumer) indicates such people who not only purchase and use a product a company offers but also actively participate in the production process by communicating and reflecting their preference (Toffler, 1980). This phenomenon is particularly evident with millennial consumers who desire customer-centric experiences with which they feel wanted and valued. They are willing to engage with brands through producing consumer-generated contents and suggesting their ideas during the production process (McGee, 2017). Such desire has driven the growth of customization services and the rapid development of technology further enabling companies to provide customization more easily and at lower costs (Mitrea, Werner, & Greif, 2010). Despite its increasing significance, not much attention has been paid to understanding the psychological underpinnings as to how and why customization services may enhance consumer patronage behavior toward a brand. This study fills this void by examining the underlying mechanism of the relation between personalization experiences and purchasing intention. Literature review and research questions Customization Experience and Happiness “Experience” has emerged as an important keyword for marketing professionals in the last couple of decades (Pine & Gillomore, 1999; Schmitt, 1999). Consumers wanted and were willing to pay for unique, personalized events that are not the same as anyone else’s, and those that can surprise and impress them beyond providing mere satisfaction (Pine & Gillomore, 1999). Customized services thus have a great impact on consumer patronage behavior such as purchase intention and brand loyalty. Recently, marketing and psychology research has also observed that customized experiences bring happiness (e.g. Bhattacharjee, & Mogilner, 2014; Guevarra & Howell, 2015). Happiness refers to a cognitive and emotional evaluation of one's own life (Diener, 1984). While, to some extent, happiness can be assessed by external criteria such as socioeconomic level or objective indicators, subjective well-being is argued to be important for individuals to assess their own psychological states (Diener, 1984). In general, studies have found that material goods provide lower level of happiness than life experiences, since consumers tend to evaluate happiness through specific events. However, Guevarra & Howell (2015) illustrated that the dichotomous distinction between material items and life experience is ambiguous at the boundary, and in the middle of continuum from material items to life experiences exists “experiential products,” which give consumers the same level of happiness as life experiences. Offering consumers the ability to reflect their preferences in product designs is a way to tap into this psychology. Customization can be a unique experience in that consumers themselves participate in production processes. It is expected that the experience of designing one’s own good will positively affect consumer's happiness level. What Drives Happiness from Customization Experiences? Self-determination theory of Deci & Ryan (2012) (e.g., Maltby & Day, 2001; Wilson, Rodgers, Fraser, & Murray, 2004) is used as the conceptual framework to identify the underlying psychological mechanisms for this study. In particular, the selfdetermination theory posits that people feel happiness when they are satisfied with such psychological needs as autonomy (i.e., engaging in behaviors that express one’s true identity and feeling of being in charge of one’s own action), competence (i.e., feeling of fulfillment that one effectively utilize one’s skill and abilities), and relatedness (i.e., feelings of closeness to a desired social group) through experience (Deci & Ryan, 2012). Given the focus of this study is the customized service delivered online, the variable of relatedness is less relevant since our study focuses on independently designing a product to a user’s unique preferences. The variable of relatedness is excluded in our research model. Instead, we include the “pride of authorship” (Trentin, Perin, & Forza, 2014), which refers to the feeling of pride generated when creating an artifact of their own and a sense of being the creator of it (Schreier, 2006). Customized services can enhance the sense of accomplishment as an author which is also found to affect happiness (Schreier, 2006). We thus formulated the following hypotheses. Hypothesis 1-3. Perceived customization experience will have a positive influence on autonomy (H1), competence (H2), pride of authorship (H3). Hypothesis 4-6. Autonomy (H4), competence (H5), pride of authorship (H6) will have a positive influence on happiness. Hypothesis 7. Happiness will have a positive influence on purchase intention. Method The data were collected via an online experiment in May 2017 with women in their 20s and 30s residing in South Korea, nationwide. Procedure The target site we used as an experiment stimulus was a shoe retail site (http://www.shoesofprey.com) that offers customization options (e.g., shapes, colors, and heel height). The data were collected for a week with 180 participants in total. After entering a designated computer lab, participants were given a detailed instruction of how to use the customized services of this brand. Experiment assistants provided real-time help to participants for any technical difficulties. We asked respondents to visit an online website of this brand. The participants were asked to explore the site and to design customized shoes to their liking. After spending some time on the site and finish customization, they were asked to answer questions in our questionnaire. Measures/Data Collection and Analysis The measures of our constructs were developed based on previous literature. All items (except for demographic characteristics) were measured using a 7-point Likert scale (1 = “strongly disagree;” 7 = “strongly agree”). About 12 responses were deleted from a total of 180 responses due to incomplete data, thus168 were used for final analysis. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Results Underlying Mechanism of the Relation between Personalization Experience and Happiness: Autonomy, Competence, and Pride of Authorship With the pooled data (n=168), the results of the confirmatory factor analysis on the entire measurement model showed that our measurement model had a reasonably good fit (χ2(df=145)=300.546, p=.000; Normed χ2(CMIN/DF)=2.073; GFI=.847; CFI=.924; NFI=.864; TLI=.910; RMSEA=.080). The measurements of reliability yielded Cronbach’s α coefficients above 0.7. The convergent validity and discriminant validity were confirmed between the measurement variables, and the measured values were found to be appropriate. Customization experience had a significant influence on the path of autonomy, competence, and pride of authorship at the .001 level. Specifically, the results showed that the coefficient of the path from “customization experience to autonomy” to be .71***, that from “customization experience to competence” was .81***, and that from “customization experience to pride of authorship” was .68***. We thus accept Hypothesis 1, 2, and 3. These mediation variables were found to have a positive influence on happiness at the .001 level. The coefficient of the path from “autonomy to happiness” was .38***, that from “competence happiness” was .29***, and that from “pride of authorship to happiness” was .25***. We thus accept Hypothesis 4, 5, and 6. It was identified that happiness was positively related to purchase intention with coefficients, 0.49***. Thus, Hypothesis 7 was supported. Discussion and implications Previous research found that offering customization service positively influences purchase intention and willingness-to-pay. This paper extends the current understand as to the effect of customization service experience on consumer patronage intention by identifying underlying psychological mechanism. The customized products allow and demand consumers to engage in the designing process. This distinctive experience generates psychological reactions that are linked to personal happiness. In particular, we find that a heightened sense of autonomy, competence, and the pride of authorship are critical mediators linking the customization experiences to happiness. The results also indicate that feeling of happiness is a significant driver for consumer patronage behavior. Our results imply that millennial consumers want to experience consumer-centric events and to engaging in creating their own contents to feel fulfilled with consumption experiences and that customized services can be a power tool to meet this desire.

Virtual reality refers to an immersive computer-generated, interactive, 3D environment that offers media richness and interactivity. VR provides high media richness verified by the sensory depth and breadth of an interface. The purpose of this study is to investigate the relationships among mindsets, VR experience, perceived interactivity, attitude and purchase. This study clarifies the concept of VR experience and enlightened the relationship between VR experience, perceived interactivity, attitude and purchase intention. The study clarifies technology-driven experience, especially VR experience that can be differentiated from direct and indirect experience. The study can be a starting point to identifying how new technology boosts experiences by reflecting types of VR experience including spatial experience, presence experience, sensory experience and behavioral experience .

The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of ‘place of festival’ was highest while ‘convenience facility & event contents’ earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly ‘promotion by related institutions’ (22.0%), ‘family · relatives’ (20.8%), ‘mass media’ (16.6%), and ‘festivals and events’ (16.1%). The most considered factors for purchasing regional products were ‘geographical origin’ and ‘ingredients’. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power (R2) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (β) for ‘recognition’, ‘preference’ and ‘convenient facility & event contents’ were positive, whereas the regression coefficient for ‘price’ was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship (R2=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was ‘local festivals and events’ (27.8%).

This paper investigated the purchase behavior of Kimchi products by surveying housewives in Jeonbuk area who have purchased Kimchi products. The studied consumers purchased Kimchi products for the convenience and time-saving aspects. Factors taken into account when purchasing Kimchi were hygiene, taste and ingredients. The main places of purchase for Kimchi products were large discount markets. The purchase information paths were product displays at stores and recommendations from acquaintances. The most purchased type of Kimchi products was cabbage Kimchi. An one-time purchase amount was 10,000~30,000 won. The most purchased size was to be 500 g~1 ㎏. Desired improvements for Kimchi products were a display of the ingredients origin, exclusion of monosodium glutamate, freshness, and hygiene. Based on the results, this research aids in analyzing the marketing mix (4P: product, price, place, promotion) of Kimchi products for Kimchi manufacturers.

경영학자 Schmitt(1999)는 상품의 마케팅 활동에 있어 그 목적에 대해 고객 체험을 창조하는 것이라 강조하였으며, 기획의 출발점을 체험적 욕구를 충족하는 것이라 주장하였다. 이렇듯 체험의 가치가 높아지는 문화적 현상에 따라 최근 4차 산업 의 중심 동력으로 부상하고 있는 VR(Virtual Reality, 가상현실)기술은 시공간의 제약으로부터 자유로울 수 있으며, 몰입도 높은 가상 체험을 제공한다는 장점으로 인해 체험형 마케팅의 주요 화두로 부상하고 있다. 이에 본 연구는 VR이 마케팅의 수단으로써 적용되었을 때, 이를 체험하는 고객의 브랜드태도와 구매의도의 변화를 연구하 는데 목적을 두고 있다. 실증적 분석을 위해 모 브랜드스토어에서 집행되었던 VR마케팅 사례를 실험대상으로 선정하여 온 라인을 통한 설문조사를 실시하였으며, VR마케팅을 Schmitt의 체험 요소에 대입하여 그 속성을 분류하고 이를 브랜드태도 및 구매의도 간 상관관계를 통해 분석하였다. 총 30문항으로 구성된 설문을 대상자 123명에게 조사하여, 그 결과 결측값을 제외한 94명으로부터 설문 데이터를 수집하였고, 이를 통해 현재 VR 마케팅이 고객의 브랜드태도 및 구매의도의 변화에 어떠한 영향을 미치고 있는지 확인할 수 있었다. 본 연구는 Schmitt의 체험이론을 통해 체험마케팅의 일종으로써 VR기술 의 마케팅적 가치를 최초로 분석한 연구라는 점에 의의가 있다. 모집단의 제한적 연령, 온라인 조사에 한정하여 현장 방문 후, 매체를 경험한 체험자를 대상으로 직접 설문을 진행하지 못한 한계가 있었음에도 불구하고 본 연구는 브랜드스토어의 VR마케팅 활용에 대한 이론적 이해의 틀을 마련하며 체험요소 강화를 위한 마케팅 전략 수립에 도움이 될 수 있을 것으로 기대한다.

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.