Exploring the Relationships between Regret, Dissatisfaction, and Repurchase Intention of Fashion Goods

( Yu Hua Cui ),( Yu Ling Bai ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.6

In the current economic downturn, it is easy for consumers to be emotional and regret their fashion product purchases. The purpose of this paper was to understand the effect of customer regret on the dissatisfaction and repurchase intention of fashion consumers in China, which is the world's largest fashion trading country. A total of 275 participants were recruited from a Chinese online survey system (www.sojump.com). The SPSS 22.0 statistical package was used for various data analyses. This study conceptualized the positive relationship between customer regret and dissatisfaction and the negative relationship between dissatisfaction and the repurchase intention of fashion goods. The findings indicated that customer regret could be categorized into two distinct types, chosen and forgone regrets. Chosen regret had a greater effect than forgone regret on dissatisfaction. The negative influence of dissatisfaction on repurchase intention was weak in consumers with a high level of regret-solving effort. The results of this study will help fashion businesses retain their customers, thus gaining long-term and repurchase economic value for the fashion industry.

Influence of Korean Celebrity Endorsement on Chinese Consumers' Purchase Intention towards Fashion Goods

( Yu Hua Cui ),( Yu Ling Bai ) 한국패션비즈니스학회 2020 패션 비즈니스 Vol.24 No.6

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers’ intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

Effect of Home-Host Country Psychic Distance (HHCPD) Perception of Chinese Tourists on Tourism Shopping Motivation and Fashion Brand Attitudes in Korea

( Yu Hua Cui ),( Ho Jung Choo ) 한국의류학회 2018 한국의류학회지 Vol.42 No.1

The contribution of foreign tourist consumption on national economies is becoming increasingly important for many countries. This study examines the relationship of home-host country psychic distance (HHCPD), tourism shopping motivation and attitudes towards local and global fashion brands in host countries. Survey data from a sample of 500 Chinese tourists were collected at an international airport in Korea. The results reveal that all three key factors of HHCPD (economic, geographic and cultural distance) positively affect social shopping motivation. Moreover, only economic distance has a positive effect on commodity shopping motivation, while both cultural and economic distance positively influence souvenir shopping motivation. All three factors of tourism shopping motivation positively affect local fashion brand attitudes, while only commodity shopping motivation positively affects consumer attitudes towards global fashion brands. Thus, fashion marketers should trigger the shopping motivation of foreign tourists by maximising the psychic distance from their home in order to satisfy fashion-seeking tourists.

Empirical Study of Chinese Consumers Perception-Attitude-Behavior in Clothes Rental Platform

( Yu Hua Cui ),( Yu Ling Bai ) 한국패션비즈니스학회 2019 패션 비즈니스 Vol.23 No.6

This paper aims to stretch the technology acceptance model (TAM) approach by investigating a clothes rental network. One of the understudied geographies of the world economy is the large-scale international trade in clothes, which are consumed by Chinese consumers. An online (www.sojump.com) survey was conducted by including 303 Chinese respondents. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicated that external influence has a significant impact on the perceived ease of rental. Furthermore, consumers’ perceived ease of rental influences the attitude towards renting, and perceived ease of rental plays a complete mediating role between them. However, external influence has no significant impact on perceived usefulness, and consumers’ perceived usefulness has no impact on rental intention. In addition, attitude towards renting works as an indispensable mediation between perception and behavior. This study highlights the role of perception, attitude, behavior on clothes rental, and provides guidance and suggestions for clothes rental platform.

Consumer awareness about mask repurchase intention during coronavirus: The case of Chinese sample

Yu Hua Cui 한국의상디자인학회 2021 한국의상디자인학회지 Vol.23 No.2

The study of hanbok course in Chinese university

Yu Hua Cui 한국의상디자인학회 2020 한국의상디자인학회지 Vol.22 No.4

Relational Benefits and Visual Arts Outcomes via WeChat Business

( Yu Hua Cui ) 한국패션비즈니스학회 2019 패션 비즈니스 Vol.23 No.6

The purpose of this study was to understand the effect of WeChat relational benefits on customer satisfaction and purchase intention. Due to the rapid development in the technological field, the use of WeChat has expanded drastically in recent years. In visual arts industry, WeChat business occupies a significant proportion of emerging industries. The recruited participants that were recruited via an online survey website were 335 (www.sojump.com). SPSS 22.0 statistical system was used to analyze the descriptive statistics, reliability, and validity. This study conceptualizes the positive relationship among relational benefits, customer satisfaction, and purchase intention of visual arts products. The findings indicated that WeChat users’ relational benefits can be categorized into two distinct benefit types: confidence, and social benefits. The more relational benefits WeChat users perceived, the higher the level of satisfaction. In contrast, the positive influence of customer satisfaction on purchase intention is weaker in consumers with a higher level of perceived risk. The results of this study will help WeChat business to retain its customers, thus, gaining a long-term value for visual arts industry. Theoretical and managerial implication for WeChat business are provided.

The Effects of Congruence between Self-Image and the Advertising Image of Chinese Consumers on Advertising and Brand Attitudes-The Moderating Role of a Fashion Advertising Model’s Nationality-

( Yu Hua Cui ) 한국패션비즈니스학회 2017 패션 비즈니스 Vol.21 No.6

This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.

동대문 디자인 제품에 대한 중국 소비자의 라이브방송 쇼핑동기

최유화(Yu Hua Cui) 한국조형디자인학회 2021 조형디자인연구 Vol.24 No.2

중국에서 점차 유행되고 있는 라이브방송쇼핑은 급속한 발전을 이루고 있으며 학술적으로도 의미 있는 연구과제로 쓰이고 있다. 라이브방송쇼핑의 수용 과정을 다룬 기존 연구와는 달리 본 연구에서는 동대문 라이브방송 관한 쇼핑 동기, 제품 태도 및 의도 사이의 관계를 연구하는 것에 목적을 두었다. 2020년 7월 15일에서 25일까지 진행해온 온라인 설문조사 (www.sojump.com)에서 총 633명의 중국인 응답자를 수집하였고 모든 데이터는 SPSS 22.0 및 AMOS 22.0 통계패키지를 통해 분석되었다. 연구 결과에 따르면, 쇼핑동기는 제품태도 및 구매의도에 긍정적인 영향을 주면서 그 중 이성적인 쇼핑동기가 감성적인 쇼핑동기보다 더욱 큰 역할을 보여주었다. 또한, 위험지각은 제품태도와 구매의도 사이에서 부정적인 조절작용을 나타냈다. 본 연구는 동대문 라이브방송쇼핑의 관련 변수에 대한 이론적 및 실무적 이해를 도모하였고 앞으로 연구에 고려해야 할 잠재적 위험 감소 매커니즘을 제시하였다. Live streaming shopping in China is becoming prevalent, and its rapid growth renders it an attractive scientific research subject. Distinct from recent research which focused on understanding the live streaming adoption, this study aims to determine the relationship among shopping motivation, attitude, and intention to the purchase of design products from Dongdaemoon live streaming. A total of 633 Chinese respondents from online survey (www.sojump.com) were collected from July 15 to 25, 2020. All the data were conducted for statistical analysis through SPSS 22.0 and AMOS 22.0. Results show that shopping motivation has a positive effect on attitude toward and intention to purchase. In particular, intellectual shopping motivation plays an more important role than the emotional one. In addition, risk perception has a negative moderation effect between attitude toward and intention to purchase. This paper contributes to theoretical and practical understandings about the relative factors of Dongdaemoon live streaming shopping and potential risk-reduction mechanisms for future considerations.

해방 전 중국조선족 가요에 나타난 가사특징에 관한 연구

최옥화(Cui, Yu Hua),김강(Kim, Kang) 건국대학교 인문학연구원 2015 통일인문학 Vol.62 No.-

본고는 해방 전 조선족가요가 문화융합과정을 거치면서 형성된 형식특징을 중점적으로 분석하고자 한다. 우선, 조선족 가요는 그 리듬에서 많은 변용을 보여주고 있는바 전통적인 4.4조, 3.4조 형식을 보유하고 있었을 뿐만 아니라 7.5조의 새로운 리듬형식도 창안해냈다. 가사의 언어적 특징을 살펴볼 때 혼종성 특징을 띄며 사용한 언어는 취미성이 뛰어나고 구절은 곡조에 알맞은 대칭구조를 사용하고 있다. 다음 이 가요들은 조선족 언어습관에 맞았기 때문에 조선족전통음악의 특성을 살려낼 수 있었다. 또한 시대적 변화와 문화의 적응을 위한 대안으로 새로운 혁명적 언어들을 적절히 사용했고 주류사회 적응과 진출이라는 문화, 예술의식도 가늠하고 있다. This paper analyses the characteristics of the forms and the words in Korean-Chinese ethnic ballads before liberation which have experienced complicated cultural fusion. First of all, Korean-Chinese ethnic ballads have the varieties in the formation of rhythm. And the syllabic meter of most ballads not only keeps the traditional one of 4.4 and 3.4 but also changes to the one 7.5 and its variations. In the aspect of choosing words, Korean ethnic ballads keep the characteristic of hybridity. In addition, words of Korean ethnic ballads consist of symmetrical structures of sentences complemented with a fun sentence and a chord sentence. Secondly, most words of these ballads adapt Korean ethnic original language so that they can keep the nationality of the ballads. Meanwhile, these words also select some revolutionary words in order to keep pace with the new society and new culture. Therefore, the words of Korean ethnic ballads have the characteristic of fusion of languages. There words show the cultural consciousness of Korean ethnic fusing into social main culture.