Effects of Brand Coolness on Purchasing Intention in Direct-to-Consumer E-Commerce Shopping: A Case from South Korea

This study aimed to shed light on the determinants of purchasing intention in direct-to-consumer (D2C) online stores in South Korea in the context of digital transformation and the COVID-19 pandemic. The study recruited 315 Korean consumers who had experience shopping at D2C e-commerce stores to respond. The survey items were: brand coolness traits, brand attitude, service qualities of D2C online stores, and price consciousness. The survey revealed that three of the four brand coolness traits (high status, popular, iconic) had a positive influence on brand attitude. The results also showed that brand attitude, personalized service, and product assortment size had significant impacts on purchasing intention. However, energetic, which is one of the four brand coolness traits and price consciousness did not have an influence on purchasing intention at a significant level. The current findings will help marketers understand consumers’ preferences in using D2C e-commerce stores as opposed to traditional e-commerce stores.