Effects of Verbal and Nonverbal Communication Subfactors on Purchase Intention through Empathy and Product Reliability
- Authors
- 정하은; 김미영
- Issue Date
- Dec-2022
- Publisher
- 한국의류학회
- Keywords
- Show host; Verbal communication subfactors; Nonverbal communication subfactors; Empathy; Product reliability
- Citation
- 한국의류학회지, v.46, no.6, pp.1161 - 1179
- Journal Title
- 한국의류학회지
- Volume
- 46
- Number
- 6
- Start Page
- 1161
- End Page
- 1179
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/87565
- DOI
- 10.5850/JKSCT.2022.46.6.1161
- ISSN
- 1225-1151
- Abstract
- In this study, the effects of show host's verbal communication subfactors, such as paralanguage, friendliness, and professionalism, as well as nonverbal communication subfactors, such as demonstration attitude, appearance, and attractiveness, on purchase intention were examined by evaluating customer empathy and product reliability. Data was collected from 20s‒50s females. SPSS 23.0 and AMOS 23.0 were used for data analysis. The results revealed that professionalism and friendliness had a positive impact on customer empathy; however, friendliness had a negative impact on product reliability. Moreover, nonverbal communication subfactors had a positive impact on empathy, and appearance had a positive impact on product reliability. In contrast, attractiveness had a negative impact on product reliability, whereas empathy and product reliability had a positive impact on purchase intention. Thus, ensuring appropriate verbal and nonverbal communication is essential for customer empathy and product reliability. Given that a show host's friendliness, professional verbal communication, demonstration attitude, appearance, and attractiveness have a positive impact on customer empathy, these factors should be considered critical qualities of show hosts.
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Collections - 예술대학 > 미술·디자인학부(패션디자인) > 1. Journal Articles
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