A Study on the Buying Behavior of Fashion Products in the Group Buying Type of Social Commerce - Focused on Shopping Value, Attitude, Purchase Intention, and Clothing Involvement -

조윤진,; 서상우,

doi:10.7233/jksc.2012.62.8.134

Cited by 11 publications

(1 citation statement)

References 22 publications

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“…Product involvement can be defined as the customer's interest in a specific product. Fashion products have generally been classified as highly involved [60]. This study focused on sports shoes as the fashion products presented in the stimulus, and the degree of product involvement was defined as the degree of an individual's interest in the sports shoes.…”

Section: Product Involvementmentioning

confidence: 99%

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Rhee

Lee

2021

Sustainability

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The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

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Section: Product Involvementmentioning

confidence: 99%

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Rhee

Lee

2021

Sustainability

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Impact of Negative Review Type, Brand Reputation, and Opportunity Scarcity Perception on Preferences of Fashion Products in Social Commerce

Joo¹,

Hwang²

2016

Fashion business

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This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) X 2 (brand reputation: high/low) X 2 (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

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A study on the relationship between the characteristics of services and repurchase intention in social commerce

김재현¹,

SungEuiCho²

2013

journalofkoreaservicemanagementsociety

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A Study on the Buying Behavior of Fashion Products in the Group Buying Type of Social Commerce - Focused on Shopping Value, Attitude, Purchase Intention, and Clothing Involvement -

Cited by 11 publications

References 22 publications

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Impact of Negative Review Type, Brand Reputation, and Opportunity Scarcity Perception on Preferences of Fashion Products in Social Commerce

A study on the relationship between the characteristics of services and repurchase intention in social commerce

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