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Article
Publication date: 1 February 1997

Kyungae Park

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of…

1348

Abstract

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of usage behaviour on future purchases and other consumers are more conspicuous. This study investigated usage behaviour for clothing fashion products. Behavioural aspects (use frequency and use variety) of usage behaviour were considered with psychological aspects (use satisfaction). The study focused on the differences in usage behaviour (use frequency, use variety and use satisfaction) by product types (fashionability and classification). Data was collected from a questionnaire survey. The results revealed that product types affected the post‐purchase usage behaviour of fashion products. There were significant differences in the use frequency by the product classification, in the use variety by the product fashionability and in the use satisfaction by the product classification and fashionability. Further, significant differences by product types were discussed.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 1 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 April 1998

Kyungae Park

Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of…

1613

Abstract

Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of individuality is bi‐dimensional with a desire for differentiation and a tendency towards independence. An individual who is independent is aware of social norms but not affected by them and hence docs not necessarily show fashion innovativeness. This study examines the bi‐dimensional concept of individuality and investigates its relationship to fashion innovativeness and opinion leadership. Data were obtained from 461 female college students. Factor analysis divided individuality into two dimensions: differentiation and independence. Differentiation was more related to fashion innovativeness than was independence. Fashion innovativeness and opinion leadership were correlated. Differentiation had a direct effect on fashion innovativeness while independence showed no significant effect. Differentiation and fashion innovativeness affected opinion leadership in the same magnitude, but independence showed a slightly negative effect. The results imply that the application of individuality, particularly, differentiation to fashion promotion and marketing strategies would be profitable.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 2 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 28 February 2019

Jae-Ahm Park, Jun-Mo Sung, Jae-Man Son, Kyunga Na and Suk-Kyu Kim

The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions.

2539

Abstract

Purpose

The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions.

Design/methodology/approach

The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys.

Findings

Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction.

Originality/value

This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 8 August 2016

Seeun Kim, Tae Hyun Baek, Youn-Kyung Kim and Kyunga Yoo

The purpose of this study is to investigate user perceptions of mobile app characteristics and interrelationships among identified mobile app characteristics, perceived benefits…

4986

Abstract

Purpose

The purpose of this study is to investigate user perceptions of mobile app characteristics and interrelationships among identified mobile app characteristics, perceived benefits and post-adoption behaviors.

Design/methodology/approach

Using a self-administered online survey (n = 503) drawn from a consumer panel of US smartphone users, this study tests the proposed model that explains why stickiness and word of mouth (WOM) are enhanced during the post-adoption stage.

Findings

The results indicate that user perceptions of mobile app characteristics, perceived ubiquity, perceived informativeness and perceived personalization are positively associated with mobile app usefulness, thereby leading to increased stickiness and positive WOM intentions. Furthermore, perceived personalization is found to become the strongest predictor of usefulness and playful engagement with the mobile app.

Research limitations/implications

The findings are derived from a one-shot correlational study. There is no guarantee that the proposed model establishes causal directions among the latent constructs. Therefore, future research should test the conceptual model in an experimental setting by manipulating the degree and types of ubiquity, informativeness and personalization.

Practical implications

The findings of this research provide managerial guidelines for developing effective mobile app strategies involving utilitarian and hedonic benefits, thereby enhancing user stickiness and WOM intentions.

Originality/value

This paper is the first attempt to develop a conceptual framework that integrates user perceptions of mobile app characteristics into the underlying process of post-adoption behaviors. It empirically demonstrates the importance of ubiquity, informativeness and personalization in building and sustaining loyal relationships with mobile app users.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

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