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ISSN : 1229-8778
This study aims at the logical explanation of the decision factors of trust in internet shopping mall and an empirical research into the expected effect of it. In the empirical research, previous purchaser and future purchaser-to-be are given questionnaire on trustworthiness of internet shopping mall, degree of trust, and future purchase intention. The research result of the study is as follows. First, the trust of parents firm has been found to be the foremost core factor in the establishment of the trust of internet shopping mall as the result of the research into the effect of trust transmission of parents firm. This shows that any internet shopping mall which has parents firm is using the consumer trust of parents firm for the establishment of consumer trust. Second, in the research into the decision-making factors which influence on the trust, Navigation functionality and refund policy in the previous purchaser model and third-party assurance and navigation functionality in future purchaser-to-be are shown to influence on the trust of internet shopping mall. Unlike the goods sold in the traditional stores, internet shopping mall goods is not tangible, so any previous purchaser who has received some goods without satisfaction before thinks much of the possibility of refund. Finally, in the research into the direct influence of parents firm on future purchase intention, the result is that the trust of parents firm doesn't directly influence on repurchase intention of the previous purchaser. Overall, this study has tried to examine the trust factors and the trust effect of internet shopping mall. Furthermore, this study, through conceptualizing the trust of parents firm which has not been covered in the previous literatures, has tried to show trust effect of parents firm according to purchase experience of consumers.
This study tries to find the effects of advertisement stimulation variables and consumer's psychological characteristic variables on the consumer's dislike response. For the advertisement variables, type of appeal(reason, emotion, and public interest), notice of advertisement exposure time, and number of advertisement exposure(1 time, 3 times, and 6 times) are used. For the consumer's psychological variables, self assertion, which represents one's characteristics well, and need for cognition are used. This study found that there are significant differences in consumer's dislike of advertisement according to the appeal type and number of exposure. In addition, the exposure of 6 times resulted in stronger consumer dislike of the advertisement than the exposure of 3 times. There is no significant difference in consumer's dislike of advertisement according to the notice of advertisement exposure time. It was also found that there is a relation between advertisement appeal type and number of advertising repetition and consumer's dislike of advertisement. But self assertion and need for cognition do not have any significant effect on the consumer's dislike of advertisement.
From this study, effective message type for persuasion is to be revealed(or researched) based on construal level theory, having the key concept on the characteristics of preventive behavior which shows the timing for action and timing for accomplishing result do not match. According to the construal level theory, people have different representation depends on the psychological associations with temporal distances. The receptivity of message is increased when psychological distance and characteristics highlighted in the message are well harmonized. In study 1, it is examined that whether construal level matching with message is more effective or not by letting temporal frame differentiates interpretation level of persuasive message. Specifically, participants show higher preventive vaccination behavioral intentions in the near future rather than the distinct future when the message is concrete. but results were reversed when message is abstract. In study 2, the control of message framing effectiveness which can be done by temporal frame, is examined. The results showed the loss framing message was more effective than the gain framing message in the near future, but the gain framing message was more effective in the distant future. These results imply that effective persuasion messages may vary depending on the temporal context. Also, these results provide practical implications of consumer behavior under the temporal context, but beyond the health behavior domains.
This study focus on the strong wind of fantasy that have been very popular in Korean society, especially university town. The purpose of the present study is to examine fantasy fiction mania's(university students) psychological experiences-the first contact experiences, reasons and experiences for reading fantasy fiction, etc - for suggesting the functions and the future directions of reading fantasy fiction as serious leisure activity. Using FGI with fantasy fiction mania showed the following results. They had read fantasy fiction for the first time in these elementary/middle school days because of friend's or close acquaintance's recommendation, physical approximation and stimulus intimacy. They are also experiencing various leisure experiences-deviation from ordinary life, freedom, loss of self-consciousness, vicarious growth/achievement, conflict and contemplative self experience- through absorbing fantasy fiction. Finally, we discussed suggestions toward experiential consumption and leisure research.
This study aims to investigate trends of the Korean advertising industry and to discuss the issues of future research in Psychology. Specifically, we explore socioeconomic factors related to the change and the development of Korean advertising industry. In addition to this, we suggest some issues of psychological research in studying the advertising industry as a macroeconomic approach. To achieve this, data was collected from national statistics of the ‘Advertising Yearbook’ from 1998 to 2009, which includes media, business types and main advertisers as well as general indices such as GDP, price index, and international payments. Results show that advertising expenditures of traditional media (i.e., public TV, radio, newspaper, and magazine) tend to be diminished while those of new media (i.e., cable TV, Internet, and digital multimedia broadcasting) tend to be rapidly increased in the total amount of advertising industries for the last 12-years. Also, the result indicates that advertising expenditures are significantly correlated to economic indices of Korean industry such as GDP, price index, and international payments. We suggest that the growth of Korean advertising industry is closely related to the socioeconomic trend which entails the change of business environments and consumer trends. Finally, we discuss some implications and limitations of this study.
This study analyzed the effects of regulatory fit between individuals' regulatory focus and message framing on consumer responses to company's apologia. We applied regulatory focus theory to crisis communication strategies to develop a hypothetical model about the antecedents that may influence consumers' responses to company's apologia about unexpected crisis events, and specified consumer responses into reponses to the apologia and responses to the company. We suggest that consumers' reponses to company's apologia are influenced by their regulatory goal and are influenced by the fit between their regulatory focus and message framing. To test the hypothesized model, we used a 2(prevention versus promotion regulatory focus) × 2(prevention-focused versus promotion-focused message framing) experimental design, in which both variables are manipulated as between-subjects factors. Twelve items were developed to measure participants' regulatory goal. We classified participants into prevention focus or promotion focus based on their responses to regulatory goal and we developed prevention-focused and promotion-focused messages. We found that participants with promotion goal gave more favorable evaluations toward the company's apologia than those with those with prevention goal. In addition, we confirmed the regulatory fit effects in participants' responses to company's apologia. The results of this study provide very useful managerial implications about how to handle the crisis events that a company may face. Company managers need to develop message framing for apologia, considering stake-holders' regulatory goal. Lastly, we discussed contributions and the limitations of this study, and suggested future research directions.
This study is conducted to investigate any differential effects of in-program advertising format and before/after-program advertising format in terms of consumer's ad memory and attitude toward advertising. Also, it attempted to find out how advertising memory and attitude toward ad are affected by the level of involvement with TV programs. The results showed that in-program advertising format demonstrated higher recall and recognition of brand name and ad message than before/after-program advertising format. The overall difference in attitude toward ad between in-program and before/after-program ad formats was not noticeable. The in-program ad format was perceived to be more “disrupting TV program watching” than before/after-program ad format. In general, however, both ad formats were linked to consumers' negative attitude toward advertising. Recall and recognition of brand name and ad message were much higher for TV programs with low involvement level. And consumers perceived advertisements in highly involvement TV program to be more bothering and useless. From the findings of the study, it can be suggested that the introduction of in-program advertising practice for network television should provide opportunity to overcome ad clutter and eventually improve consumers' memory of ads.
There is need of specific study on the effect of online postscript because online postscript of other consumers' experience of purchase and usage is acting increasingly important as criteria factor on purchase intention. This study analyzed empirically receptive degree of online postscript content types in situation of interaction with product involvement and risk perception. First, high involvement product is showed bigger receptive degree of online postscript than low involvement product. In the difference of online postscript content types according to involvement level, high involvement product is showed bigger receptive degree to negative content type but low involvement product is showed no difference between two types. Second, high risk perception product is showed bigger receptive degree of online postscript than low involvement product. In the difference of online postscript content types according to perception level, receptive degree to negative content type is bigger in regardless of risk perception level, Third, interaction effect between product involvement and risk perception operated receptive degree of online postscript. In the difference of online postscript content types according to involvement level and perception level, high involvement or high risk perception product is showed bigger receptive degree to negative content type, but low involvement and low risk perception product is showed bigger receptive degree to positive content type.