.png){kind=logo}
ISSN : 1229-8778
The purpose of this study was to test of model for sport sponsorship effect. We hypothesized sport sponsorship was consisted of sport component, i.e., attitude for sport, sport status, and sport popularity, sponsor component such as attitude for sponsor, expectation for sponsor, and goal of sponsoring, and sponsorship effect such as improvement of sponsor image, purchasing intention, and attitude for brand. In addition, it was hypothesized that perceived fitness between sport event and sponsor will mediate to sponsorship effect. A total of 375 university students was participated in this study. We conducted structure equation modeling in order to test our propositions. The results showed that generic model for building a theory was not suitable for this study. In other words, it was indicated that components of sponsoring enterprise, esp. sponsor goal, were more influential than sport component on sponsoring effect in the results of test of models of sponsorship effect including mediation model. These results implied that consumers evaluated sponsoring goal and expectation for enterprise importantly in sponsorship. Thus, it will be necessary for enterprise to sponsor sport event with non-commercial goal and an activity of social contribution.
The medical market has anew paradigm of expanded medical advertisement due to the opening of medical market and changes and intensified competition in it. This study tries to find the consumers’ attitude toward medical advertisement in their selection of hospital under this new paradigm. To find out if there is any difference in the consumers’ attitude toward medical advertisements according to the size of hospital, suitability of messages, and advertisement background, 2ⅹ2ⅹ2 factor design was used. This study found that there was significant difference in the consumers’ attitude toward medical advertisements according to the size of hospital and the suitability of the factors they consider in the selection of hospital. There was also significant difference in the advertisement background effect and the recognition of significance according to the size of hospital. And in the recognition of significance of advertisement attributes, there was significant difference only in advertisement model according to the size of hospital.
The purposes of this study examine the effects of the proportion of performers and message framing on persuasion. In the concrete, when an individual perceived that majority are performing the target behavior, which of framing is more effective and when an individual perceived that minority are performing the target behavior, which of framing is more effective? In order to validate it, We conducted an experiment. In the experiment, we used vaccination behavior as the target behavior in the experiment. In result, we found that when an individual primed with the situation that many undergraduates were performing the target behavior, he/she perceived the value of the target behavior more in loss framing than gain framing because losses loomed larger than gains. On the other hand, when an in dividual primed with the situation that a few of undergraduates were performing the target behavior, he/she perceived the value of the target behavior more in gain framing than loss framing because an individual estimated gains more importantly than losses. And the result of behavioral intention is same as above. Discussion of the results and implications were suggested.
Sport media can be regarded as a moderator of communication of sport information. In the current sport media industry where the role of sport media has been gradually and crucially emphasized, curiosity related to sport fan's exploratory behavior in consuming sport information has been regarded as a key factor that influences the way media contents are delivered and organized. The purpose of this study was to examine the relationship between epistemic curiosity and sport media consumptive behaviors in the light of exploratory behavior of sport media consumers. Curiosity has been defined as a human intrinsic drive that allows an individual to behave exploratively in order to obtain novel and sensory information and experience. Epistemic curiosity, in the multi-dimensional construct of curiosity, is a major factor that motivates consumers to seek, learn, and acquire new information. The authors hypothesized that epistemic curiosity, as an independent variable, would be a significant factor in explaining intentions to watch novel sports, and the relationship between epistemic curiosity and intentions to watch novel sport would be moderated according to the level of sport media consumption. A total of 657 students were recruited from four different university in the US with convenience sampling method. Simultaneous equations and multiple group analysis were performed using Mplus 5.2 in order to investigate the hypotheses. The results showed that epistemic curiosity was a significant variable that explains intentions to watch novel sports, and sport media consumption moderated the relationship between epistemic curiosity and intentions to watch novel sports.
This study aims to find out the influence of beauty on one's overall life. To examine the power of beauty, we used projective still-photo technique for survey questionnaire. The results show that people think and infer that beautiful people are more satisfactory on overall life than less beautiful ones. Also the “power of beauty” have influence on evaluation of personal characters, family life, business life and leisure life. In contrast, participants did not think that beautiful person have better economic, social and political ability. Beautiful appearance influence on intellectual ability, business and occupational ability, economic ability, and relationship ability mostly. Furthermore, Beauty can be regarded as exerting power more on man than women in most of the three domains: Individual characteristics (innate personal characters), personal life (family, business, and leisure life), and public life (economic, social, and political life). Especially, man's beauty have an effects on his ability most of all life domain, buth woman's beauty have an limited effects on personal characteristics, and private life domain. Current research is meaningful in synthetically and systematically finding out the influence of beauty which is prevailing in this society, and extracting unconscious thoughts of individuals therefore ascertaining unconscious and in-depth psychological background of the power of beauty.
This study focused on effects of product type, purchase experience and perceived risk on purchase deferral in online shopping. The result of this study are as follows. First, the online purchase deferral is more high for high perceived risk than low perceived risk. Second, in the case of experience goods, the online purchase deferral is more low for more purchasing experience than less purchasing experience. But there is no difference between the two in the search goods. Finally, there is three-way interaction among independent variable. In other word, in the case of search goods, when perceived risk is low, the online purchase deferral is more high for more purchasing experience than less purchasing experience. In the case of experience goods, when perceived risk is low, the online purchase deferral is more high for less purchasing experience than more purchasing experience. But there is no interaction between the two in the high perceived risk. This study focused on effects of variables on purchase deferral in online shopping, but next study needs to examine the classification by online shopping purchase deferral's reason.
The purpose of this study is to examine whether there is really a link between regulatory focus and regret on action/inaction or not. This study takes both chronic and situational regulatory focus into account and explores the influence of chronic and situational regulatory focus and action/inaction on consumers' regret. The results shows that promotion focused consumers regret inactions more than actions, but prevention focused consumers regret actions more than inactions. Also the results shows that regrets on action/inaction are influenced by chronic-situational regulatory focus. This study verifies that there is a association between regulatory focus and regrets on action/inaction, and that the problem of which one tends to be regretted more can be explained by regulatory focus.
This study examines how the internet as a new technology is presented in advertising in South Korea. Using a content analysis, 200 TV commercials for the internet and internet-related products and services in the year of 2000 are examined. The analysis focuses on identifying dominant technological themes and target audience in the ads and examining message strategies and modeling strategies by which the themes are delivered to the target markets. The study results reveals that advertising picks up some technological themes related dominant cultural values such as efficiency and freedom and incorporates theme into their advertising messages through the selections of specific message strategies and tactics. The study addresses some insights on the role of advertising in the diffusion of new technological products and services and provides some managerial implications on how message strategies and tactics are employed to deliver technological themes for advertising practitioners.
In this study, the conceptual definition of brand addiction, distinct concept from buying addiction or brand attachment, is proposed along with the operational measures on the basis of the prior research. The determinants of brand addiction are also examined. Structural Equation Modeling using 209 questionnaires was conducted to test hypothesized model. The results of this study are as follows. First, brand addiction construct has two factor structure named compulsiveness and dependencies. Second, materialist and consumers with low self-esteem tend to exhibit relationship submissive to the brand which, in turn, leads to brand addiction. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.
The purpose of this study was to explore the relationships among body values(Gim et al. 2006, 2007), appearance orientation(Brown, Cash, & Mikulka, 1990), & sociocultural attitude toward appearance (Heinberg, Thompson, & Stomer, 1995). Two competing models were established based on theoretical and empirical findings. In the research model, appearance orientation and SATA hypothesized to mediate the effects of body values on appearance-related behaviors. Instead in a competing model, body values and appearance orientation hypothesized to mediate the effects of SATA on the behaviors. 242 female data were gathered by a questionnaire. LISREL analysis showed that the model fit and the parsimoniousness of the research model were better than those of the competing model.