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RISS 인기검색어
- 검색키워드
- 저자 : Ui‑Jeen Yu (검색결과 3 건)
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Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping
Ui-Jeen Yu,조은주,Kim K. P. Johnson 한국마케팅과학회 2017 Journal of Global Fashion Marketing Vol.8 No.3
Consumers tend to imagine product features, functions, or usage that they have learned from previous exposure to and experiences with brands, especially when they engage in online apparel shopping. Prior brand-related factors, such as brand familiarity and brand loyalty, may infl uence imagery elaboration – the activation of stored information in the production of mental images beyond that provided by the stimulus – evoked through virtual product experience tools with online apparel websites. Thus, the purpose of this study was to empirically examine how brand familiarity and brand loyalty impact imagery elaboration at online apparel websites and consequently infl uence attitudinal and behavioral intention relative to the brand. Utilizing MacInnis and Joworski’s model of brand attitude formation, a conceptual model was developed. Using an Internet-based survey, data was collected from 403 undergraduates at a Midwestern university in the US. Results indicated participants familiar with, and loyal to, a brand engaged in greater imagery elaboration as evoked through virtual product experiences, resulting in positive brand attitudes and online purchase intention. Managerial implications are discussed to highlight the important roles of brand familiarity and brand loyalty on imagery elaboration, brand attitudes, and online purchase intentions.
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Renee Baker,Ui‑Jeen Yu,Hae Jin Gam,Jennifer Banning 한국의류학회 2019 Fashion and Textiles Vol.6 No.1
This study identifies tween fashion consumers’ profiles in relation to fashion change agent (FCA) characteristics, such as fashion innovativeness and opinion leadership, and examines how the tweens’ FCA characteristics influence their Internet innovativeness, interest in online co-design involvement, and brand commitment. A survey was conducted with tween-aged girls in the Midwest region of the U.S., who were recruited through the snow ball sampling method. A total of 53 responses were acceptable for data analysis including cluster analysis, MANOVA, and multiple regression analyses. Results show the tween consumers were divided into two fashion consumer groups— fashion leaders and fashion followers—significantly different in fashion innovativeness and opinion leadership. This study also found positive effects of tweens’ FCA characteristics on Internet innovativeness, interest in online co-design involvement, and brand commitment. As FCAs with higher fashion innovativeness and opinion leadership influence the adoption and purchase behavior of other tween fashion consumers, marketers and retailers need to develop more fashion innovative, Internet-mediated, interactive, and brand-oriented marketing efforts. While the tween consumers in the children’s wear market has been featured, the prevailing literature on tween consumers’ fashion adoption and consumption is limited, particularly with regards to their FCA characteristics. This study highlights the important role of tween fashion consumers’ FCA characteristics in their online shopping orientation and brand commitment.
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