Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

Differences in Advertising Responses and WOM Communication by Consumption Orientation

소비 성향 척도 개발 및 소비성향 집단의 마케팅 커뮤니케이션 반응의 차이

  • Kim, Seon-Sook (Dept. of Fashion Design & Business, Daejeon University)
  • 김선숙 (대전대학교 패션디자인 & 비즈니스학과)
  • Received : 2011.08.15
  • Accepted : 2012.03.04
  • Published : 2012.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

Keywords

References

  1. Ahn, K. H., HA, Y. W., & Park, H. S. (2004). Marketing. Seoul: Hakhyeunsa.
  2. Boyd, D. M., & Ellison, N. B. (2007). Social network sites：Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
  3. Choi, J. W., & Jang, M. S. (2010). A study on conspicuous consumption and the purchasing motives, selection criteria, satisfaction of collaborated fashion products. Journal of the Korean Society of Clothing and Textiles, 34(4), 628-641. https://doi.org/10.5850/JKSCT.2010.34.4.628
  4. Choi, S. H. (2003). The effects of the perceived product characteristics and conspicuous consumption on the fashion luxury involvement. Journal of the Korean Society of Clothing and Textiles, 27(2), 209-218.
  5. Han, S. H., & Kang, E. J. (2009). A study on consumption tendencies and the conspicuous consumption of the adolescent consumer. Journal of Korean Home Management Association, 27(2), 139-153.
  6. Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 67-75.
  7. Howell, R. D. (1979). A multivariate examination of p patronage model: The impact of values and lifestyles on shopping orientation. Unpublished doctorial dissertation, Univ. of Arcasas, Fayetteville.
  8. Jae, E. S., & Lee, S. J. (2005). Gender characteristics and consumption propensity depending on golfers' choice criteria for golf-wear. Proceedings of the Korean DIstribution Association, Spring Conference, pp. 217-235.
  9. Jeon, D. G., Kang, E. M., & Choi, J. Y. (2008). The effects of service quality of internet shopping malls on consumer satisfaction and word of mouth intention. Journal of the Korean Society for Clothing Industry, 10(6), 890-899.
  10. Jo, E. A., & Kim, M. S. (2004). Adolescents' attitude toward and purchasing behavior for the imported luxuries and the famous brand clothing as determined by conspicuous consumption. Journal of the Korean Society of Clothing and Textiles, 28(1), 76-87.
  11. Kim, D. H. (1996). A study on scale development of consumptionorientation. Unpublished master's thesis, Korea Advanced Institute of Science and Technology, Daejeon.
  12. Kim, I. S., & Jeong, Y. S. (1995). A study on the intergenerrational consumption-oriented attitude and consumer role performance. Journal of the Korean Home Economics Association, 33(5), 39-45.
  13. Kim, M. S. (2006). A study on materialism orientation and impulse buying behavior. Unpublished master's thesis, Seoul National University, Seoul.
  14. Kim, S. H. (2003). The influence of product involvement and knowledge on internet WOM. The Korean Journal of Advertising, 14(1), 257-280.
  15. Kim, S. S. (2009). Internet Marketing. Seoul: 21th Press.
  16. Kim, S. Y. (2000). A study of conspicuous clothing consumption behavior of korean female X-generation consumer. Unpublished master's thesis, Catholic University, Seoul.
  17. Ko, E. J., Kim K. H., & Moon H. K. (2008). Marketing. Seoul: Parkyoungsa.
  18. Lee, E. J., & Hong, B. S. (2006). The effect of service quality estimation and perceived risk on purchase intention and satisfaction of the fashion merchandise to internet shopping malls. Journal of the Korean Home Economics Association, 44(5), 79-87.
  19. Lee, M. H. (2006). Lifestyle types and clothing consumption orientations of male and female adolescent consumer. The Research Journal of the Costume Culture, 14(5) 776-789.
  20. Lee, S. H. (2000). A characteristic of consumer groups classified by clothing shopping motives. Journal of the Korean Society of Clothing and Textiles, 24(8), 1242-1253.
  21. Liuxia, L., Han, P. G., Jeon, B. H., & Kang, B. G. (2008). A study on adoption of UCC advertising. The Korea Society of Management Information Systems, Spring Conference, Korea, pp. 1029-1035.
  22. Mason, R. (1984). Conspicuous consumption: A literature review. European journal of Marketing, 18(3), 26-39. https://doi.org/10.1108/EUM0000000004779
  23. Min, D. H. (2008). The Study on effect of mobile advertising. Proceedings of The Korea Society of Information Technology Services, Fall Conference, Korea, pp. 183-186.
  24. Shin, D. Y. (2009). The case study on online advertising types of online game. Korean Society of Computer Information, 17(2), 29-37.
  25. Shin, S. A. (1999). A Study on Clothing Purchasing Behavior of Department Store Credit Card Holders. Unpublished master's thesis, Sookmyung University, Seoul.
  26. Thorsten, H. T., Gwinner, K. P., Gianfranco, W., & Gremler, D. D. (2004). Electronic Word-of-Mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073

Cited by

  1. Effects of Consumer Propensity and Brand Attitude on Brand Extension Assessment: Focused on Easy Mobile Payment Services vol.55, pp.4, 2017, https://doi.org/10.6115/fer.2017.029