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Article
Publication date: 14 November 2023

Naeun Lauren Kim, Byoungho Ellie Jin and Terry Haekyung Kim

Despite the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of…

994

Abstract

Purpose

Despite the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of secondhand goods differently according to the culture. Based on the consumer contamination theory, this study aims to investigate the cultural differences of South Koreans and Americans by examining three variables (e.g. transaction type, ownership duration and physical attractiveness) related to consumers' perception of contamination and purchase intentions for a secondhand apparel item.

Design/methodology/approach

Data were collected from 422 US and South Korean female consumers who were assigned to an experimental scenario, and their secondhand purchase intentions and perceived contamination were compared through independent t-tests and moderated regression analyses.

Findings

Consumers' purchase intentions increased, and perceived contamination decreased when the transaction type was business-to-consumer (vs consumer-to-consumer), when the item had been owned for a shorter period of time and when the item was sold by an attractive seller. Such effect was more pronounced for South Korean consumers than the US consumers in the negative contamination contexts (i.e. transaction type, ownership duration), but not in the positive contamination context (i.e. attractiveness).

Originality/value

The findings of the study add to the literature on consumer contamination theory through an examination of several negative and positive contamination factors in retail contexts and highlight the role of culture as a critical moderator.

Details

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 17 September 2019

Byoungho Ellie Jin, Naeun Lauren Kim, Heesoon Yang and Minji Jung

It is critical to understand how global consumers evaluate the quality of Asian products while marketing Asian products in the global marketplaces. The purpose of this paper is to…

1200

Abstract

Purpose

It is critical to understand how global consumers evaluate the quality of Asian products while marketing Asian products in the global marketplaces. The purpose of this paper is to examine the impact of Korea’s macro and micro country image and global consumers’ materialism level on the quality evaluation of Korean cosmetics among consumers in four countries.

Design/methodology/approach

Data from 900 participants were collected from consumers aged 20 or older living in economically developed countries (the USA and France) and economically developing countries (China and Vietnam) via professional online survey firms. Multiple regression analyses were used to analyze the data.

Findings

Along with the direct effect of macro and micro country image and materialism on product quality evaluation, a moderating effect of materialism and the respective country was discovered. Subsequently, the effect of macro country image on quality evaluation was found to be only significant in the USA and France and not in China and Vietnam. In contrast, the impact of micro country image was robust across all four countries. Furthermore, the effect of materialism on product quality was significant only in Vietnam. This implies that materialistic consumers in emerging markets might have favorable perceptions regarding the quality of Korean cosmetics.

Originality/value

This study advances country image research by providing new theoretical and managerial implications for countries whose image is less distinctive with respect to the effective marketing of products by the destination countries’ development status and consumers’ familiarity.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 29 May 2024

Jennifer (Yeeun) Huh and Naeun Lauren Kim

Green signaling refers to the notion that environmentally friendly purchases signal consumers' prosociality and willingness to pay more, thus enhancing their social status. This…

804

Abstract

Purpose

Green signaling refers to the notion that environmentally friendly purchases signal consumers' prosociality and willingness to pay more, thus enhancing their social status. This study investigated the green signaling effect among Gen Z and Millennial consumers on social media by adopting costly signaling theory.

Design/methodology/approach

A series of experimental studies were conducted to test the hypotheses. Thus, a 2 (organic vs. nonorganic) × 2 (luxury vs. non-luxury) between-subjects design was used in Study 1 (150 participants) and a 2 (organic vs. nonorganic) × 2 (high vs. low brand authenticity) between-subjects design was employed in Study 2 (148 participants).

Findings

The results of Studies 1 and 2 confirmed the mediating role of perceived status in the relationship between apparel greenness and purchase intention. However, brand label and authenticity did not have a moderating influence. The overall findings confirmed the green signaling effect of organic apparel in the social media marketing context.

Originality/value

This study contributes to the existing literature by suggesting a cultural capital perspective for promoting green products among Gen Z and Millennial consumers. It also encourages marketers to implement green messaging on social media, highlighting the amount of resources and efforts invested in sustainable production.

Research limitations/implications

This study adopted existing brands to test the hypotheses, using images of female influencers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 4 August 2020

Naeun Lauren Kim and Byoungho Ellie Jin

One of the major concerns in the emerging phenomenon of collaborative consumption (CC) is the issue of contamination (i.e. feeling “grossed out” when sharing items with others)…

2055

Abstract

Purpose

One of the major concerns in the emerging phenomenon of collaborative consumption (CC) is the issue of contamination (i.e. feeling “grossed out” when sharing items with others). Guided by the law of contagion and the consumer contamination effect theory, this research investigated the ways in which companies can manipulate in order to reduce the negative contamination when renting or purchasing used fashion items from others. Specifically, this research examines this issue of contamination through the ownership type of the shared goods (e.g. corporate-ownership or B2C exchange, and consumer-ownership or C2C exchange) and its effect on consumers' CC intentions in two distinct sharing contexts (i.e. rental and secondhand purchase).

Design/methodology/approach

A total of 181 American female consumers were assigned to an experimental CC scenario, and their rental/secondhand purchase intentions were compared through ANCOVA analysis.

Findings

In both rental and secondhand purchase contexts, consumers displayed greater intentions to shop in B2C setting (i.e. corporate-ownership) with no direct contact with the previous owner, than in C2C setting (i.e. consumer-ownership) with a greater association with the previous owner and the shared items. Such inclination was more prevalent when purchasing a shirt than a handbag, suggesting that consumers feel more grossed out when there is greater physical contact with the shared item.

Originality/value

The findings of the study suggest a possible solution to alleviate the contamination effect, and the discovery of the degree of contact as a moderator provides new insight into contamination research.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 28 September 2020

Byoungho Ellie Jin, Heesoon Yang and Naeun Lauren Kim

Built on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a…

1025

Abstract

Purpose

Built on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.

Design/methodology/approach

Data were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.

Findings

The findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.

Originality/value

These findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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