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- 저자 : Ann Fairhurst (검색결과 7 건)
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Influence of Country-of-Origin on American Consumers' Evaluation of Apparel Products Made in Korea
Yu, Haekyung,Ann Fairhurst 한국의류학회 1994 한국의류학회지 Vol.18 No.5
본 연구는 원산지 표시(country-of-origin)가 미국 소비자의 한국산 의류상품 평가와 제품 이미 지 (product image)에 미치는 영향을 고찰하기 위하여 소비자 특성과 원산지 표시의 영향, 의류 상품의 제품이미지와의 관계를 집중 분석하였다. 미국 전역의 성인을 무작위 추출하여 설문지를 우편으로 발송 회수하여 284부의 설문지가 자료 분석에 포함되었다. 본 연구 결과에 의하면 미국 소비자들은 한국과 중국, 한국산 의류제품과 중국산 의류제품의 차이를 거의 느끼지 않는 것으로 나타났다. 미국 소비자들은 한국산 의류와 중국산 의류는 모두 저가의, 위신성이 낮고 대량 생산되어 부분처리가 떨어지는 평범한 제품이라고 인식하고 있었다. 한국산 의류는 유행색의 사용이나 유행성에서는 많이 뒤떨어지지 않으나, 위신성과 부분처리에서 특히 낮게 평가를 받았다. 라이즈스타일, 점포유형에 따른 쇼핑빈도, 성별, 교육정도, 소득수준, 인종에 따른 제품 이미지 의 차이는 없는 것으로 나타났으나, 연령, 결혼여부, 직업에 따른 차이는 유의하였다. 50세 미만 의 사람들이 50세 이상의 연령층보다, 결혼한 사람이 결혼하지 않은 사람보다(독신, 이혼 등) 좀 더 정적인 제품이미지를 가지고 있는 것으로 나타났다. 또한, 다른 직업을 가진 사람들보다는 전업주부의 제품이미지가 더 긍정적이었다. 의류제품이 다른 어떤 제품보다도 한국을 대표하는 상품으로 나타나서, 한국산 의류제품의 이미지 향상은 섬유업계만의 문제가 아니라, 다른 산업계와 정부, 단체가 모두 힘을 모아서 노력하여야 할 과제임을 시사하였다.
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Local food purchasing in the farmers’ market
Christopher Sneed,Ann Fairhurst,Jeremy E. Whaley 한국관광연구학회 2019 관광연구저널 Vol.33 No.4
From local farmers’ markets to local homes, a vast demand exists for local foods. However, the literature on local foods remains undeveloped, especially in the sense of empirically-based research. The study employs value-attitude-behavior theory to examine local food purchases in the farmers’ market context. The study utilizes structural equation modeling via a consumer panel (n = 485) to explore the causal relationships among latent variables related to value, attitude, and behavior in the setting of farmers’ markets. Results indicate that four value constructs (e.g., food novelty, food safety, civic engagement, and environmental concern) influence consumers’ attitudes regarding design, social, and local food quality aspects in the farmers’ market, and eventually influencing behavioral intentions such as purchase intention and word-of-mouth recommendations. Practitioners who focus on the areas of local foods production and consumption must engage with audiences they wish to serve. Practitioners may devise creative marketing strategies to address the needs of their target audience by understanding the relationships among their value, attitude, and behavior.
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Perceptions of Presence as Antecedents to E-tail Shopping- An Extended Technology Acceptance Model -
박지선,Jonghan Hyun,Ann Fairhurst,이규혜 복식문화학회 2012 服飾文化硏究 Vol.20 No.3
Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers’ acceptance of an e-tail website. This study conceptualizes that consumers’ perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers’ acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers’ attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers’ perceptions of “being there” and “socialness” stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers’ perceived presence.
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Perceptions of Presence as Antecedents to E-tail Shopping -An Extended Technology Acceptance Model-
( Jee Sun Park ),( Jong Han Hyun ),( Ann Fairhurst ),( Kyu Hye Lee ) 복식문화학회 2012 服飾文化硏究 Vol.20 No.3
Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers` acceptance of an e-tail website. This study conceptualizes that consumers` perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers` acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers` attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers` perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers` perceived presence.
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Park, Jee-Sun,Hyun, Jong-Han,Fairhurst, Ann,Lee, Kyu-Hye The Costume Culture Association 2012 服飾文化硏究 Vol.20 No.3
Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers' acceptance of an e-tail website. This study conceptualizes that consumers' perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers' acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers' attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers' perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers' perceived presence.
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