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- P-ISSN1738-3110
- E-ISSN2093-7717
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ISSN : 1738-3110
Vol.18 No.10
Abstract
Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.
Abstract
Purpose: Crowdfunding can be a complementary channel in which start-ups or small companies can obtain financial help and take advantage of exploiting the online potential. To activate crowdfunding, it is necessary to consider a consumer's empathic responses. This article examines the role of empathy in the crowdfunding channel platform. We adopted the identification-commitment model to prove the role of empathy. Research design, data, and methodology: Participants were asked to read the charitable crowdfunding campaign. More than 300 young adults completed an online questionnaire and we analyzed it with structural equation modeling (SEM). To find out the role of empathy, we postulate several models which use empathy variable for different purposes. Results: We conclude that empathy has the role of moderator in the identification-commitment model. This means the high empathic response helped the relationship between identification and commitment. However, low empathic response can negatively influence the process of identification to commitment. Conclusions: This study found that virtual empathy is positively related to crowdfunding participation if we can elevate empathy in the crowdfunding channel platform. The findings also show that we need to consider empathic response when we want to raise funds for specific projects such as protecting the natural environment.
Abstract
Purpose: Traditional markets have served as important locations for social-cultural and economic activities. It is a hub of economic transactions and where people gather and exchange information and goods, while also serving as the center of social activities, including commercial exchanges. Accordingly, this study aimed to contribute to the studies on the perceived value in traditional markets for customers in different aspects. Research design, data, and methodology: To analyze the proposed model, data was collected from 456 respondents and analyzed with SPSS 21.0 and AMOS 21.0. The data was analyzed with structural equation modeling (SEM) using path analysis. Results: According to the results of the analysis, the perceived value comprises utilitarian value, emotional value, economic value, and social value, all of which had a positive impact on attitude. Emotional value and social value had a positive impact on subjective norms, while utilitarian value and economic value did not have an impact on subjective norms. Also, attitudes and subjective norms were found to have a positive impact on behavioral intention. Conclusions: Through this study, the value that the traditional markets need to provide to consumers have been identified. Traditional markets should develop into places that can provide value for their consumers.
Abstract
Purpose: This study aims to find out the relationship between the impact of Korean crew on airline service quality in the global aviation market, which is the representative of the face-to-face sales and can help in the face-to-face market of aviation services. Research design, data: The survey was conducted for about a month from March 1 to April 6, 2020, and a total of 300 copies were used in the analysis of the results. To verify the hypothesis, data was analyzed using the statistical package program SPSS 18.0, and frequency analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis were performed. Results: It is a study on the sales of face-to-face service of crews of global airlines. Non-verbal elements in airline service face-to-face sales have been shown to have a significant impact on service quality. Conclusions: In the face-to-face service sales of global airlines, communication has been shown to affect service quality. A face-to-face sale using mother tongue means important. The better the flight attendant's linguistic face-to-face selling ability, the more positive on the airline's quality of service. It suggests that the communication skills of managers in the aviation service market are important for repurchase.
Abstract
Purpose: With the emergence of high technology in China, online shopping distribution of fresh agricultural products have been developing rapidly. This study built a model to investigate how perceived quality of products and logistic services, perceived risk, and perceived cost affect intention to buy fresh agricultural products in an Internet environment. Especially, in the purchasing process, attitude may work as an important mediator. Research design, data and methodology: To achieve the objectives of this study, Chinese respondents were asked to fill in a questionnaire through the China online survey website. With 520 available data, regression analysis was used to test the hypotheses. Results: Results indicate that perceived quality of fresh agriculture products and perceived logistics service quality have a significant positive impact on attitude and purchase intention. Results also reveal that perceived risk and perceived cost affect attitude and purchase intention negatively. Finally, results imply that attitude has a positive effect on purchase intention, which is the unique mediator in the online shopping process. Conclusions: This study suggests that managers in the online shopping distributions of fresh agricultural products should improve the quality of products and logistics services along with the reduction of the perceived risk and cost to compete in the China market.
Abstract
Purpose: This study aims to examine how to review contents of experiential and utilitarian products (e.g., skincare products) and how to affect review helpfulness by applying natural language processing techniques. Research design, data, and methodology: This study uses 69,633 online reviews generated for the products registered at Amazon.com by 13 Korean cosmetic firms. The authors identify key topics that emerge about consumers' use of skincare products such as skin type and skin trouble, by applying bigram analysis. The review content variables are included in the review helpfulness model, including other important determinants. Results: The estimation results support the positive effect of review extremity and content on the helpfulness. In particular, the reviewer's skin type information was recognized as highly useful when presented together as a basis for high-rated reviews. Moreover, the content related to skin issues positively affects review helpfulness. Conclusions: The positive relationship between extreme reviews and helpfulness of reviews challenges the findings from prior literature. This result implies that an in-depth study of the effect of product types on review helpfulness is needed. Furthermore, a positive effect of review content on helpfulness suggests that applying big data analytics can provide meaningful customer insights in the online retail industry.
Abstract
Purpose: This study was done to analyze the effect of supervisor-focused impression management behavior of the airline cabin crew on perceived customer empathy. It focused on verifying dual meanings of the crew's emotional expression divided into surface acting and deep acting. Research design, data and methodology: The survey was conducted on cabin crews of two major Korean airlines. The reliability and validity of each variable used in the questionnaire were verified. Then, each hypothesis was analyzed through multiple regression analysis. Results: Firstly, the crew's supervisor-focused impression management behavior had a significant effect only on surface acting of the crew's emotional labor behavior. Among the crew's supervisor-focused IM behaviors, verbal IM behavior had a greater influence on surface acting than non-verbal IM behavior. Secondly, there was no relationship between the crew's supervisor-focused IM behavior and the crew's deep acting. Thirdly, the crew's emotional labor behavior (surface acting & deep acting) had a significant effect on perceived customer empathy. Fourth, the crew's deep acting had a greater influence on perceived customer empathy than surface acting. Conclusions: Cabin crews receive double evaluation from their immediate supervisors and customers. As a result, it was confirmed that the crew's supervisor-focused IM behavior, the crew's emotional labor behavior, and perceived customer empathy were connected process.
Abstract
Purpose: There has been a growing focus on E-wallet adoption especially in emerging markets as it offers a convenient method for users to conduct cashless transactions. This study examines antecedents influencing the decision of Generation Z to adopt E-wallet. It looks into the effect of determining factors including compatibility, perceived convenience, perceived trust, perceived reputation, perceived usefulness, perceived ease of use and social influence on users' intention to use. The moderator role of social influence is also under examination. Research design, data and methodology: The quantitative method has been adopted to collect data from 170 Generation Z users. SmartPLS 3.0 was applied to examine the constructed hypotheses. Results: The results indicate an indirect effect between Compatibility, Perceived Ease of Use, Perceived Trust and Social Influence toward intention to adopt Electronic wallet, or both of those factors are mediated by Perceived Convenience, Perceived Usefulness, and Reputation. Moreover, research finding highlights the role of Perceived Usefulness as Generation Z's intention determinant to use E-Wallet. Conclusions: This study is substantial as it selected the promising customer segment - Generation Z to examine the factors influencing their decision to adopt Electronic wallet. Marketers can navigate which dimensions should be included in marketing campaigns to encourage Generation Z's adoption.
Abstract
Purpose: The study investigates the implementation of corporate social responsibility (CSR) in the real estate sector of the UAE by collecting the opinions of both the real estate companies and different tenants on the execution of CSR. Research design, data, and methodology: Using a sample of 300 different types of UAE real estate consumers and twenty real estate firms, the researchers collected the opinions of targeted subjects by administering two types of questionnaires. The Cronbach's Alpha and the Kaiser-Meyer-Olkin (KMO) tests were employed to check the internal consistency and validity of the questionnaires. The selected hypotheses were tested using the Kruskal-Wallis (K-W) hypothesis testing technique. Results: The findings revealed that all types of UAE real estate consumers expressed their discontentment over the implementation of socially responsible actions by the real estate companies. Whereas UAE real estate companies expressed their confidence in the ideal implementation of social actions towards all stakeholders in general and tenants. Conclusion: Even though more than 50 percent of realty customers are dissatisfied with the company's implementation of CSR, a little over 54.80 percent are willing to recommend the company to their family and friends. Implications have been provided for UAE real estate companies who wish to promote their business to all categories of UAE real estate consumers successfully.
Abstract
Purpose: The purpose of the current study is to examine the effects of labeling information on the consumers' evaluation, with a focus on the effects of the three types of labeling information on the product quality. Research design, data and methodology: This study conducted a survey of the women respondents living in Gyeonggi province, Korea, during the time period of April 20th through May 30th, 2020. The sample data have been used to run regression analysis, reliability analysis, frequency analysis and factor analysis. Results: The empirical results are summarized as follows: 1) the labeling information on the brand image has a significantly positive effect on the consumers' evaluation about product's functional quality; 2) the labeling information on the product characteristics has a significantly positive effect on the consumers' evaluation about the expressed quality; and 3) the labeling information on the brand image has a significantly positive effect on the consumers' evaluation about the perceived quality. Conclusions: The conclusion is that the labeling information on product characteristics and the brand image is estimated to be statistically significant, therefore the Korean outdoor-wear industry are required to upgrade the information on the brand image and the product characteristics.
Abstract
Purpose: In this study we investigate the determinants of private label (PL) purchase intention in South Korea. Private labels are becoming more and more popular in America and European countries. However, there are not enough studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers' purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand's behavior have been reviewed in order to bring relevant results. Research design, data and methodology: Data was collected using a quantitative survey of Korea retail store's consumer. We analyzed using multiple regression method to test the hypothesis. We analyzed how and why do consumers have a strong intention to purchase the PL. Results: a) Trust towards retailer influences the PL purchase intention of customers; b) brand awareness has an impact on the PL purchase intention of customers; c) perceived quality has an impact on the PL purchase intention; d) Price-quality relationship influences on the PL purchase intention. However, there is no direct effect of some of the factors of determinant. Conclusion: For private label products in the Korean market, trust in sellers and brand awareness influences the purchase of PL products.