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ISSN : 1229-8778
The purpose of this study was to find out the way N-generations, brought up in the environment of digital media, express their psychological and behavioral characteristics through digital media. To achieve our purpose, we defined research area as 'cellular phone use', 'exchange of e-mails', and 'internet chatting' and administered in-depth interview and survey. As a result, the formation of N-generations' social identity was observed in the use of digital media; it was discovered that adopting digital media drove them into deeper involvement in social relationships. In addition to that, we analyzed their most favored internal and external traits as N-generations and what they look on themselves by examining their opening screen of their portable phones and e-mail IDs. We also traced how N-generations express themselves and approach their internet-chatting partner by examining their anonymous chatting nick names.
This research investigated the motivation of internet usage and how closely each motive is related to website behaviors. Employing undergraduate students as subjects, this study discovered five motives for using internet; they are 'pleasure', 'social relationship', 'killing time', 'information' and 'benefit'. Each of these motives was related significantly to website usage behaviors. In addition, internet users were segmented by internet usage motivation into five types such as leisure-oriented group, pleasure-oriented group, activist group, passive group and actual-interest-seeking group. Internet usage behaviors and behavior characteristics of each group were different each other.
Right understanding of target market greatly affect the efficiency of resource allocation and strategic implementation. Especially, under the circumstance of rapidly changing consumers and fierce competition, understanding consumers would be a critical condition. Companies are trying to convert emerging N-consumers who have different background represented by digital technology to their customers. However, to design effective strategies targeted at N-consumers companies should be equipped with right understanding of N-comsumer. This study aims at understanding N-consumer using their internet usage behavior and lifestyle data.
This study focus on functions and effects of advertising that has been surrounded by the changing environmental factors. In particular, the purpose of the present study is to examine net generation's experience and practical application of advertisements for suggesting the future directions of advertising research and practice. Using FGI with net generation showed the following results. Net generation only contacted to TV ads among mass media. They understood advertising as a genre of art and index of social trend. They experienced various affective and cognitive experiences. Especially they was immersed in advertisement in a moment. Finally, we discussed suggestions toward future consumer and advertising research.
The purpose of this study was to develop a consumer's subjective knowledge scale. The subjective knowledge scales previously used in consumer behavior research considered consumers subjective knowledge as a single factor. But scale developed in this study assume that consumers subjective knowledge distinguished into declarative and procedure knowledge. The range of this scales Cronbach alpha Was .82-.92 and item to total correlations were from .45 to .83. Test-retest correlation coefficient was .54-.77. Results of exploratory factor analysis show that consumers subjective knowledge had two factor solutions. Results of confirmatory factor analysis using LISREL also support two-factor model of consumers subjective knowledge. MTMM procedure yielded result satisfiable convergent and discriminant validity. Most of correlations between this scale and other consumer behavior related variables such as opinion seeking, opinion leabership, innovativeness, involvement and need for cognition, were almost statistically significant. But correlations with social desirability scales were not significant except for a single product. In sum, newly developed consumer's subjective knowledge scale showed acceptable internal consistency and convergent, discriminant, and nomological validity. The limitations of this study, and direction of further research were discussed.
The purpose of these studies was to develop a Korean version of SKEP scale which was developed by Obermiller and Spangenberg(1998) to measure consumer skepticism toward advertising. Based on the works of Obermiller and Spangenberg(1998), an item pool of 30 items was prepared and executed to a sample of 271 students of a university. Eighteen items of the item pool were retained after a pilot study. The criterion for item reduction was item-total correlation. A questionnaire in which the 18 items were included was tested to another sample of 617 that included secondary school students, university students, and participants recruited from general population. Factor structure of the 18 items, reliabilities of each factors, and correlations of the factors with other related variables were examined. Besides, an independent study to examine correspondency of scales between English and Korean version was executed by using a sample of 112 students who has been staying in the States over 2 years. Based on the results of these studies, we proposed a 9-item Korean version of Skepticism toward advertising(K-SKEP).
The goal of the current study was to develop and validate a scale to measure individuals' impulse buying tendency. The subject of this study were the 1150 university students in Seoul area. 53 subjects were participated in for self-reported experience data analysis, 508 subjects were participated in for scale development, 476 subjects were participated in for cross-validation and 113 subjects were participated in for predictive validity. In the scale development study, exploratory factor analysis, item-total correlations and internal consistency were used to assess the initial pool of items. As a result, the impulse buying tendency scale was consisted of 7 components(38 items). And then, confirmatory factor analysis was performed to validate the factor structures and a cross validation to generalize them. this factor structures were fitted very well. Consequently, the scale was consisted of negative-mood avoidance impulse buying tendency, encourage-relevance impulse buying tendency, image-matching impulse buying tendency, unplanned impulse buying tendency, positive-mood maintenance impulse buying tendency, hobby-relevance impulse buying tendency, and product-attribute-relevance impulse buying tendency. To confirm the final scale's predictive validity, standard multiple regression analysis and discriminant analysis were performed. As a result, the final scale's score predicted consumer's practical impulse buying capacity very well.
As the pension policy expanded to include the self-employed in urban areas on April lst, 1999, the policy was having a hard time to secure membership. Korean people were losing trust towards the national pension corporation and the government and regarded the current pension system as problematic as a result. This survey research was designed to propose effective public relations campaign strategy for the national pension policy(NPP). The study employed elaboration likelihood model, innovation diffusion and situation theory in order to support segmentation campaign strategy by analyzing the relations between individual's information processing ability and the attitude toward the NPP. Especially, the level of knowledge and the level of misunderstanding regarding the NPP were closely analyzed to see their relationship with evaluations on the NPP such as the general attitude toward the NPP, the evaluations on the problems of the policy, evaluations on the implementation of the policy, and evaluations on the level of satisfaction and importance of the policy. In conclusion, this study found the necessity of implementing the public relations campaign based on the public segmentation strategy: while the government needed to strengthen their attitude of the NPP for the positive information processors and seekers, it needed to change their cognition of the NPP for the negative information processors and seekers.
This study was aimed to explore the influence of on-site experience at a planned festival for tourism on the post-attitudes from the perspective of intrinsic motivation. It was assumed that on-site experience could be divided into two types, respectively self-enhancement experience and facilities service performance. It was also expected that self-enhancement experience might be more important to influence positively on post-attitudes to the festival than facilities service performance. The data of 209 tourists were collected as the festival consumers who had participated in ['98 Cheju Festival for the world island's culture] held on 1998 summer. As the prediction, the results have shown that self-enhancement experience influenced significantly more positively on the three post-attitudes(i. e., overall satisfaction, intention to recommend, and intention to revisit) to the festival than service performance. These patterns appeared more apparently in the condition of self-determination for the participation than in the condition of non-self-determination. It might be judged that it is more appropriate to apply the intrinsic motivation theory for evaluating a planned festival than to apply the model of the traditional service marketing. In conclusions, it was discussed about some implications and limitations of the study, and future researches.