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ISSN : 1229-8778
This study verifies the effects of availability of utility and perceived value by discount expression frames (‘won’/ ‘percent’) and actual choice behavior between discount expression frames. Study 1 hypothesized availability of utility and perceived value are different by discount expression frames (‘won’/ ‘percent’). This study found out availability was affected by discount expression frame, although perceived value did not statistical significant. That is, the more abundant availability of utility is, the higher perceived value is. Therefore, ‘won’ frame might have higher perceived value because when discount presents ‘won’ frame makes more abundant availability of expected utility from discount money than ‘percent’ condition. Study 2 examined both which discount frames between ‘won’ and ‘percent’ is choose actually and choice difference by discount size. This study used 6 different stimulus made of products and discount size by pretest results. As results, ‘won’ frame was choosing by 58.1% and ‘percent’ frame was 41.9 %. Theses results are significant by chi-square analysis. Therefore, this study found out ‘won’ frame prefer more than ‘percent’ frame in actual choice situation. In addition, When discount size is smaller, 'won' frame was more choose than '%' and when discount size is lager, result was reversed. As additional analysis, choice was different by sex. This is, Women was more choose 'won' and Men reversed. Hence, this study found out discount expression frames (‘won’, ‘percent’) and discount size influence degree of availability of expected utility in discount money, perceived value, and choice. These results can be used for effective price communication strategies.
This paper is a theoretical study that reviewed a lot of antecedent studies about sympathy in various domains in order to use and apply to consumer and advertising field and suggested specific psychological mechanism of sympathy. First of all, I examined the origin of word, definition and components of sympathy, and measurment scale of sympathy. Second, I reviewed studies of sympathy in the consumer and advertising. Third, I suggested new definition and components of sympathy that applicable to consumer and advertising. Fourth, I suggested and discussed psychological mechanism of sympathy based on the experience and the regulatory fit. Finally, in addition to future studies, I discussed implication of this study.
This study shows the power of self-construal in process of purchasing innovative products for understanding consumer's behavior. Innovation of products was categorized into two parts; innovative products and non-innovative products by eBook and Musical. In main research, it is measured respondent's self-construal, purchase intention of two products(innovative eBook vs. non-innovative eBook; innovative Musical vs. non-innovative Musical) and satisfaction of purchase. The objects of research were 234 male and female university students. Result of this research, there was significant difference in making buying intention between innovative products and non-innovative products in case of the type of self-construal. Independent self-construal group didn't have any difference between innovative product and non-innovative product, but interdependent self-construal group have more purchasing intention for non-innovative product than innovative one. There was significant difference in purchase satisfaction in according to the self-construal type and innovation of products. In case of independent self-construal group, they satisfied more when they purchased innovative products than non-innovative products. In contrast, in case of interdependent self-construal group, they satisfied more when they purchased non-innovative products than innovative products. This results suggest that the difference of acceptance of innovative product goes by consumer's self-construals.
The purpose of this study was to applied theory of planned behavior to explain internet purchase behavior through how much attitude toward the behavior, subjective norm, perceived behavior control can explain behavior intention and behavior. Especially, to validate whether explanation increases when perceived behavior control is added while expanding from TRA to TPB. In addition, checked if the explanation component increases to understand behavior intent when anticipated emotion is added to the proposed variables from TPB. Lastly, whether gender difference is visible in the final structure model. In conclusion, when perceived behavior control is added the variance explaining behavior intent increased. Also, the positive anticipated emotion added to the TPB variables explained the behavior intent with statistical significance. And finally, females showed higher influence of perceived behavior control to behavior intent than males.
This study is mainly interested in identifying whether media use behavior and values on existing media are useful mediating variables in explaining the acceptance of IPTV. Therefore, this study employed three variables of consumer innovativeness, media use behavior and values on media and set up hypothetical model to find out how innovativeness affect IPTV acceptance being mediated by media use behavior and values on media. To test hypothetical model structural equation was employed. Results show that consumers' media innovativeness affects media use behavior and values on media. Media use behavior and values on media affect intention toward IPTV acceptance. In mediation effect, consumers' media innovativeness affects intention toward IPTV acceptance through the mediating effect of media use behavior and values on media. These results suggest that in today's multi-media environment consumer factors related with existing media should be carefully considered to explain and forecast intention toward IPTV acceptance.
Two experiments were conducted to examine whether digital convergence product's Judgement and Consideration set vary with marketers' inducement within which the way of categorization is changed from taxonomic to goal-derived ones. In study 1, it is found that, under goal-derived conditions, although they belong to different categories, products are more likely to; 1)be regarded as similar, 2)be included in Consideration set, 3)be estimated highly in terms of typicality and goal-suitability, and 4)get purchase intention, than ones under the other conditions. In study 2, Consumers have a high opinion on the typicality and goal-suitability of the PMP under goal-derived conditions. Attitude is moderated by consumers' prior knowledge and involvement. Product attitude is highly shown under goal-derived conditions, on the other hand, purchase intention does not alter under both conditions of goal-derived and taxonomic categorization. Only in the case where consumers have much prior knowledge under goal derived conditions, their purchase intention is shown in high.
This is an exploratory study aiming to investigate the effect of advertisements in the simultaneous media usage situations, which is highly regarded as a media consumption in multi-media era. Employing experience sample method (ESM), this study examined the characteristics of the exposure to and the attitude toward advertisements in comparison with those in single media usage situations. The results show that the exposure to advertisements happens more frequently in simultaneous media usage situations than in single media usage situations. In addition, there are various types of the exposure to advertisements according to the combination of foreground media and background media in simultaneous media consumption. In simultaneous media usage situations, the duplicated exposure to advertisements has resulted in across foreground media and background media. Media engagement and mood are significantly correlated to the attitude toward advertisements in single media usage situation, while only media engagement correlated significantly with the attitude toward advertisements, but mood, in simultaneous media usage situations.
This study was performed to examine how consumer self-construal (independent vs interdependent) affects attitude toward and word-of-mouth intention for the product presented with online reviews consisting of either positive and negative information (coexistence review) or neutral information (neutral review). Results indicate that product attitude and word-of-mouth intention of independent self participants were better for the product with coexistence reviews than neutral reviews. However, product attitude and word-of-mouth intention of interdependent self participants were better for the product with neutral reviews than coexistence reviews. Based on these findings, theoretical and practical implications of the moderating role of self-construal in online situations and the need for the future research were discussed.
This study investigated how socially inferred majority opinions function in consumer decision making for movie viewing and how consumer's need for cognitive closure does at this time when majority opinions differ his/her own. The results indicated that people with high need for closure consider their own schema or stereotype importantly instead of other people opinion in early times of knowledge formation of a subject. And even if a consumer have his/her own opinion, generally most of people tend to accept majority when they are informed other people of majority. However, people with high need for closure tend to hold their own opinion relatively in early times. But people with low need for closure tend to be increased opinion convergence toward majority. Based on these results, several implication and recommendation were discussed.
The objective of this research is to find out the effect of art infusion on the consumer's evaluation of the product with focus on art and design marketing which is receiving much attention both from the academic field and the industry. The product types were divided into utilitarian products(laptop air/conditioner) and hedonic products(fashion clothing/fashion bags), so the effects of art infusion on the esthetic evaluation and symbolic evaluation of the product design and the will to pay the price premium were examined, and how the effect of art infusion on each product type appears different according to the art familiarity (artist/art image) was investigated. As the result, art infusion drew a more favorable response from esthetic evaluation rather than symbolic evaluation, and the effects of art infusion appeared different according to product types. That is to say that the consumers showed a more positive design evaluation and they demonstrated a greater will to pay the higher price premium for utilitarian products rather than hedonic products. Also, as for the influence of art familiarity on the effects of art infusion by product type, the consumers with higher art familiarity made a more positive design evaluation, and it was found that there was a interactive effect depending on art familiarity and product type. When the art familiarity was low, the art infusion was found to increase the esthetic, symbolic evaluation and the will to pay the price premium more so in utilitarian products compared to hedonic products; however when the familiarity was high, the evaluations for the hedonic products were found to be more favorable.
This research grasped their consuming behavioral pattern targeting local people in Japan with the aim of grasping the present situation and position of the Korean Wave, and looking into the future possibility of its growth and developmental direction. For the purpose of detailed analysis, first, this research understood the real condition of the general popular culture product consumption of the Japanese people, made clear the characteristics of TV dramas from various countries through image comparison of the dramas produced by Korea, Japan, and the USA, and examined Japanese people’s consciousness of international culture exchange. As a result, the Korean dramas are emerging as the second alternative followed by its products, which suggests Korean dramas are considerably generalized to the Japanese consumers. Particularly, the successful publicity of Korean dramas is not just affected by the drama “Winter Sonata”; rather, it could be interpreted as the increased number of population who are immersed in the newly released Korean dramas with interest, shedding more bright light on the possibility of growth of the Korean dramas in the future. The Korean dramas smack of strong emotional image that is differentiated from those from the USA and Japan; thus, it is analyzed that the Korean dramas can appeal to the middle-aged consumer group in Japan who originally has such a taste. In addition, it was found that the group favoring the Korean dramas is more cognizant of the common points of Korea or the Eastern culture than non-favoring group of the Korean dramas, and they show a high belief in durability of the Korean Wave. This research confirmed that the Korean Wave in Japan is not simply a boom, but it is going toward the stage of early majority or late majority beyond the level of its innovator and early adapter. Besides, it is estimated that the increase in the number of new consumers and their powerful brand loyalty will be a basis of continuous development of the Korean Wave.