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ISSN : 1229-8778
Despite the emerging growth of luxury shopping online, there have been few studies examining what happens when luxury brands are sold online, from the perspectives of product quality and online shopping values perspective. Thus, this study developed an online shopping model, which was then empirically tested with structural equation modeling. Using a two-factorial research design, this study looked at a luxury brand (Chanel) by comparing a massbrand (Uniqlo) as the control variable. Data was obtained, using a within - subject survey, from 275 luxury consumers. Overall, the results showed that people perceived the brand quality of luxury and mass brands differently, when these products were sold online. Luxury consumers had the low quality perception on luxury brands online, and the positive relationship between the quality perception and shopping value for luxury brands was weaker than for mass brands. In contrast to the previous shopping literature, the study found that the online shopping values for luxury brands and entertainment did not affect purchase intention. Financial risk had a strong negative impact on online shopping values and positively influenced search intention. The results found that the online shopping values did not influence purchase intention online because of the low perception of luxury brand quality and a perception of high financial risk perception associated with online shopping. For the managerial implication, both luxury manufacturers and online retailers should be cautious when selling luxury brands online. They need to develop better online shopping value offerings, such as low financial risk and high entertainment.
Two-sided advertisement is acknowledged to be more effective than one-sided advertisement to build source credibility of advertising messages, but two-sided advertisement includes negative information which may lead to negative information processing. As a result, past studies provide inconsistent account for the effect of message sidedness on such outcome measures as product attitude and purchase intention. To resolve this inconsistency, this study examines potential moderating role of regulatory focus on the effect of one-sided vs two sided advertising on advertising effects such as product attitude and purchase intention. Results of the study indicate that promotion focused subjects are less influenced by message sidedness while prevention focused subjects evaluated one-sided advertising messages more favorably than two-sided advertising message.
This study investigated the influences of message direction, perceived usefulness and Interaction Readiness (IR) on the adoption and dissemination of e-WOM messages. Critically, the current study emphasized the effectiveness of eWOM with two different venues: adoption and dissemination. The experimental study with 186 college students was conducted by manipulating four eWOM messages. The result supports the interaction effect of direction and usefulness on the dissemination effect. The IR was supported to moderate the causal relationship between the usefulness and dissemination effect. Additionally, message credibility and dissemination effect was positively correlated with each other. Based on these findings, the eWOM dissemnation can be varied by direction, usefulness and IR. Several academic and practical implications are yielded accordingly.
Sonic branding is defined as creation and management of brand value by using sounds. Among various methods of effective sonic branding, sonic logo, brand's acoustic identification element, is usually used in combination with visual logo and is most widely used form of sonic branding. Despite the widespread use of sonic branding in advertising, little academic research has been conducted on its effects. Accordingly, this study examines whether the sonic logos, one of the key elements of sonic branding, and the order of presentation of logos affect consumers' memory and attitudes about the brand. The findings suggest that logo presentation order is an important factor that affects both brand recognition and brand preference. When visual and sonic logos are presented synchronously, brand recognition becomes more accurate and preference for brand gets stronger. While the sonic-visual logos are better recognized and preferred than visual-only logos, there are no significant differences between them. Also discussed are implications and limitations of this study, along with suggestions for future research.
The purpose of this study is to find how the sensory cues of stimulus, information processing modes, and need for touch influence on consumer's cognitive response and product evaluation. The hypothesis of experiment 1 is that when one has chance of touching the product, it would produce more cognitive thoughts than when one has no chance, and if one has high NFT(need for touch), one would evaluate positively a product. The results show the significant main effects of both NFT and chance of touching on the amount of cognitive response, and the significant main effects of NFT, chance of touching, and the significant interaction effect between these two factors on the product evaluation. The hypothesis of experiment 2 is that when one receives a haptic cue, one who has high NFT would evaluate more positively the product in the analytic processing. But in the case of low NFT, when one receives a haptic cue, one would evaluate negatively the product regardless of information processing modes. The results show the significant main effect of sensory cues, the significant two-way interaction effect between NFT and sensory cues, and the significant three-way interaction between NFT, sensory cues, and information processing modes on the product evaluation.
Despite the rapidly increasing rate of drinking, media appears to encourage people to drink more through advertising and product placement in movies and television dramas in which even female characters are shown engaging in the excessive consumption of alcohol. The study examines whether sympathy and empathy, emotional responses to viewing female characters that engage in excessive drinking, affect people's intentions of drinking based on gender differences and whether involvement plays a role as a mediator in the relationship between emotional response and drinking intention. The results show that sympathy has an impact on men's increase of drinking intention, whereas women do not change their intention of drinking by sympathy with female drinking in TV dramas. The gender difference in the effect of sympathy on drinking intention is explained by the role of involvement as a full mediator. By contrast, empathy increase the drinking intention in both groups. In the relationship between empathy and drinking intentions, the role of involvement as a mediator is played stronger in a male group than in a female group. In short, sympathy and empathy with female drinking scenes in the dramas lead to an increase in drinking intentions among male participants due to the mediation of involvement, whereas the female participants change their drinking intentions only after they emotionally connect to the imbibing female characters in TV dramas regardless of involvement. These findings will aid communicators to find out theoretical background of proactive media management for protecting people, especially women, from too much drinking.
The purpose of this study is to understand design value that is important to consumption behavior and to figure out the effect of attitude type and preference to car design on eye movement. On the precedent studies, attitude type about design is classified practical, ergonomic, hedonic or symbolic. The experiment is with 12 male and female university student and use movable eye-tracker for free eye exploration. Also, the experiment was progressed in show room where enacted actual sales in order to make generalization about car design assessment. About dependent variables, the dwell time(ms) is setted as more than 0.1 sec on some part of car and dwell time(%) is setted as more than 0.1 sec on some part of car in comparison with entire car. There is a significant interaction between attitude type and presented car to dwell time(ms) and attitude type and object's participation to dwell time(%). And there is a main effect about preference of car design. Consumer showed long eye movement toward car design which evoke more emotional affect than car with designs which is not easy to get their attention. Based on these results, managerial implication and further study's supplementation are discussed.
Although the previous studies investigated the ads messages with a certain level of ambiguity have positive impact on ads effectiveness, this study brought the ads effectiveness of ambiguous message into question, by verifying the negative effect of ambiguous messages. The level of ambiguity of each stimuli was controlled by providing the amount of information, such as visual, copy, and a picture of product. Respondents were surveyed on their attitude, purchasing intention toward 4 different stimuli, and their level of need for cognition(NFC) and tolerance of ambiguity(TOA). The findings showed that the ambiguity of messages had influenced to the effectiveness of advertisements in negatively. However, the interaction effect between the level of NFC or TOA were not observed. Implications and suggestions for further study suggestions were discussed.
Recently interest in the concept of Self-construals as a new trial to explain Green consumer behavior is increasing. But existing studies had been only focused on the measurement of concept of Self-construals or partially studied on relationship between Self-construals and Green consumer behavior. This brought the result where logic did not coincide with empirical. Accordingly, the purpose of this study was to explore the relationship between Self-construals and Green consumer behavior by approaching causal relation between Self-construals and various variables of Green consumer behavior simultaneously using the model of structututuequation. As the results of the study, independent Self-construals only affected environment friendly psychology and dependent Self-construals did not affect environment friendly psychology and Green consumer behavior, while only metapeendent Self-construals affected both environment friendly psychology and Green consumer behavior. Consumers with independent Self-construals in strong individualistic tendency had an affirmative thoughts ab of environment friendliness while consumers considerate of others with dependent Self-construals in strong collective tendency showed low environment friendly psychology and they practiced Green consumer behavior, which was interesting findings. Finally, when consumer's knowledge about environment friendliness was in high level, environment friendly psychology appeared as a moderating variable strengthening influences on Green consumer behavior.
This study is aimed at developing a scale of customer value by studying its definitions and concepts of diverse uses. The dimension of customer value divided into value in possession and value in use has been measured and analysed with the data of 491 university students and ordinary people who lives in Daegu. 7 factors of the value in possession and 7 factors of the value in use were extracted by exploratory factor analysis, measurement items are discriminated by confirmatory factor analysis, and validity of the scales are verified. The value in possession were divided into 7 factors, pursuit of discrimination, pursuit of social recognition, pursuit of social desirability, pursuit of happiness, pursuit of achievement, pursuit of pleasure and pursuit of delight. The value in use were divided into 7 factors, pursuit of economic feasibility, pursuit of rationality, pursuit of smartness, pursuit of impression, pursuit of novelty, pursuit of pleasure and pursuit of interest. Discussion analysed of this research in comparison with precedent studies, then suggested the importance and the limit point of it.