An increase in economic development and globalization has led to an increase in Korean consumer expectations of socially responsible businesses. Nevertheless, Korean consumers are not highly aware of social responsibility issues in regard to their consumption nor are they conscious of current socially responsible activities by the corporations from which they are purchasing. Therefore, social responsibility practitioners need to understand the function of consumers' perceived effectiveness in encouraging socially responsible purchasing in order to build strategic marking performance. The authors examine whether Korean consumers care about social responsibility by considering the relationship of perceived consumer effectiveness, motivational attitudes, and socially responsible purchase behavior. This study discovers the differential issues of personal attitude and social attitude on consumers' ethical behavior. Implications and limitations are discussed.
With the rapid adoption and the significances of self-service technologies (SSTs) in the fashion retail stores, this study is to identify underlying dimensions of perceived interactivity using SSTs and to estimate a structural model for examining a causal relationship among perceived interactivity, consumer emotional experience and patronage intention toward the fashion retail stores. Findings show that the perceived interactivity of SSTs has a positive effect on emotional experiences, eventually generating consumer positive responses toward the retail stores. Especially, the pleasure and dominance have positive effects on patronage intention toward the fashion retail stores. Also, the level of technology readiness moderates the effect of interactivities on consumer experience in using SSTs at the fashion retail stores. This study discusses theoretical and managerial implications for fashion retailers to enrich shopping experiences, streamlining service management in the technology-mediated retail environments. 自助服务技术(SST)简化时装零售店消费者体验: 感知角色交互 自助服务技术(SST)改变了客户选择服务的方式 ,他们将传统 的服务模式转变为基于技术的服务模式 ,不再只是与店员的互 动。在店内销售高度可触及商品的时尚零售商主要强调个性化服 务(亦即面对面互动) ,对他们来说 ,SST是一个新的范例。虽 然SST的互动性对于提供更好的服务和简化店内购物体验至关 重要 ,但是关于SST的互动性与时尚零售行业的店内购物体验之 间的关联性方面缺乏实验性证据。鉴于SST对于时尚零售商的 意义 ,本研究旨在确定SST感知交互性的基本维度 ,并估算一个 结构模型 ,用于检验感知交互性、消费者情绪体验和对时装零 售店的惠顾意向之间的因果关系。 在本研究中 ,为了测量诸如感知交互性、消费者体验、惠顾意向 和技术准备度等变量 ,笔者制作了包含多个项目量表的自填式调查 问卷。笔者从文献中选取了三种感知交互性结构 ,并制定了9个项 ARTICLE HISTORY
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