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ISSN : 1229-8778
The purpose of this study is to examine the effects of experience of brand application on brand performance. This study suggested and tested the hypothetical model that experience of brand applications had indirect effects on brand performances including brand awareness, brand image, brand loyalty, and purchase intention via a intermediating variable such as telepresence. A survey was conducted for 400 current users of brand applications in Korea to gather data needed to test the causal relationship between experience of brand applications and brand performances via telepresence. The results of structural equation model analysis found that only two of six types of experiences of brand application such as “THINK”, and “ENTERTAINMENT” had indirect effects on four of brand performances via the intermediating variable such as telepresence. This meant that telepresence played an important role as the intermediating variable in the causal relationship between experience of brand application and brand performances.
The purpose of this research is to explore the influence of the forced exposure of Internet Ads on memory and attitude. The forced exposure of Internet Advertisements is supposed to interrupt web-user to process an information on the web-pages. The interruption of processing information cause negative emotion to web-user and lead to negative attitude toward advertisement as a result. This study examine that web-contents can play a role as control variable in decreasing negative effect of forced exposure of internet Ads. The web-contents is divided by information and entertainment type. It is expected that entertaining web-site decrease the negative attitude toward the forced internet Ads. An experiment was carried out in 2×2 factorial design which contains two types of forced Ads and web-contents as independent variables to find out effect on recall and attitude toward ads. The result shows that the forced exposure of internet Ads increase advertising recall and recognition, but have an negative effect on the attitude toward advertisement. The forced Ads has different effect in the context of web-sites. It is found that the search of information at the entertaining web-site decrease the negative attitude toward Ads from forced exposure than the search of information at the informative web-site. This study give an implication that the forced exposure of advertisement is undesirable in forming positive attitude, but can counter balance the negative effect in the context of web-contents.
Consumers share their opinions about products and sometimes show positive reactions to messages about products and brands by clicking “retweet” on Twitter or “like” and “share” on Facebook. In SNS, receivers feel a social distance because they are able to search for the senders' profile. Therefore, this study investigated the effects of social distance in SNS messages on message responses and the moderating role of regulatory focus and the need for uniqueness of products. In other words, this study was performed to examine how regulatory focus and the need for uniqueness of products affect persuasion and evaluation toward products presented with SNS messages showing either proximal or distal social distance. The results show that prevention focus oriented consumers think that the message is more persuasive and have a more favorable evaluation than promotion focus oriented consumers when the social distance of the message is proximal. On the contrary, promotion focus oriented consumers think that the message is more persuasive and have a more favorable evaluation than prevention focus consumers when the social distance of the message is distal. Furthermore, in case of distal social distance, there are no significant differences in the persuasion, product evaluation or purchase intention between the level of the need for uniqueness of products. However, in case of proximal social distance, consumers think that the recommendation of the lower level of the need for uniqueness of products is more persuasive and has a more favorable evaluation and higher purchase intention than the recommendation of the higher level of the need for uniqueness of products. Based on the findings, the theoretical and managerial implication has been discussed.
The purpose of this report is to examine the main cause of shopping addiction on the Internet, which we divided it into domains of psychological characteristics, contents characteristics of shopping site, and characteristics of internet usage. We assumed the causal relationship between these factors and addiction can have group differences between extraversion and introversion groups classified by MBTI. The survey was conducted with 314 valid participants ages between 20s and 30s, who had prior exposure to Internet shopping experiences in Seoul and metropolitan area. The univarite analysis, reliability analysis, factor analysis, multi-regression analysis, and independent sample t-test were conducted by using SPSS 18.0. Results indicate self esteem, self control, and innovativeness in psychological characteristics significantly influence Internet shopping addiction. In contents characteristics, the information faithfulness and customer service insignificantly influence Internet shopping addiction. The flow of Internet shopping is also important signifier highly important indicator for shopping addiction. The research will provide a solid guidelines in provision of on-line business strategy for marketers by deepening the understanding of what triggers consumers’s shopping addiction in on-line.
This study regarded the behavior of voters who selected the president and voted in a presidential election as the behavior of consumers who evaluated attributes of a product and who selected brand. Thus, Rating scale for the presidential candidates was developed in order to evaluate the attributes of the presidential candidates. To do this, exploratory research was conducted with the Focus Group Interviews to extract the attributes that are necessary to assess the presidential candidates. The 140 items about the attributes from the results of the group interviews were found by content analysis. Then, I extracted the attributes that are important for the ideal president of South Korean consumers through calculating the criticality of the questions. As a result, 30 items were extracted through factor analysis, there are 6 factors, competency, integrity, perspicacity, leadership, fidelity and people-friendly policy. Thus, distinct items of the factors was identified and this scale was proved to be a verified scale from testing the confirmatory factor analysis. Finally, I discussed meaning and limitations about this study and suggested the directions for the future researches.
This study examined that whether it is different or not in consumers' perception of product category, memory retrieval, consideration set, attitude and purchase intension on ambiguous categorization digital convergence products, depending on linguistic category cue and categorization method. The results shows that consumers were tend to have a perception of the new product as providing product linguistic category cue. Also it affects on in the way of they are remembering as well. If the consumer provided the linguistic category cue as in taxonomic categorization which is helping product categorization, people remembered much more accurate than in condition of providing goal-derived categorization. And when the target products are divided into different condition as 1) existing and taxonomic categorization, 2) existing and goal-derived categorization, 3) new product and taxonomic categorization, 4) new product and goal-derived categorization, only in condition of new product and goal-derived categorization people tend to take part in consideration set highly even when they are buying existing product. The target product case as existing product category, consumers' attitude and purchase intension is shown low. But in case of goal-derived categorization the effect of typicality is reduced.
This study was to be designed to provide insights of the effects of temporal distance(TD) and regulatory focus frame(RF) on message evaluation(ME) and candidate's attitude(ATC), and to figure out how the effect changes according to actual-ideal self congruity. Firstly, we examined ME and ATC in two messages of RF(i.e., promotion and prevention focus) on the two conditions of TD(i.e., near future and distant future). We could not find a significant difference of ME and ATC. Secondly, under the ideal self congruity condition, we found the significant effects on ME and ATC with appropriate TD and RF(i.e., matching near future and prevention focus, or distant future and promotion focus,), but under actual self congruity condition, we could not find either main or interactive effects of TD and RF on ME and ATC. Commonly through experiment 1 and 2, under ideal self congruity condition, there were higher ME and ATC in promotion focus than in prevention focus on the distant future. This output represented moderating roles of self-congruity on political persuasion. And practical as well as theoretical implications were also discussed.
In mobile advertising based on smart-media, consumer's choice has been more strongly addressed than direct responses to advertising because mobile ads require active participation to consumers with two-way communication. This study aims to examine the effect of personality traits on the SMART mobile advertising. Also, this paper assumes that the perceived utility has a moderating effect on relationships between personality traits and responses to advertising. Using data collected from students at Korean Universities, the proposed hypotheses receive support in that two traits (agreeableness and openness to experience) are strongly associated with credibility and attitude toward mobile ads. Interestingly, results also show that a trait (conscientiousness) is related to the ad credibility through motivational contingent on different levels of perceived utilities. In same vein, agreeableness is associated with the attitude toward mobile ads via the perceived utilities. Theoretical implications to the personality traits literature are discussed along with practical suggestions to manager that are responsible for advertising and marketing.
Brand personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising is considered to play a dominant role in brand personality creation. Yet, our understanding and explanation of how advertising actually creates brand personality is still in its early stages. This paper explores the mechanism that builds brand personality with the practice of advertising. It attempts to integrate advertising models with the theories of brand personality and consumer information processing. An integrated framework leads to a number of research propositions that set an agenda in the filed of brand personality. In building the framework, the author incorporate theories from the fields of marketing (brand equity and advertising), communication science and psychology (personality).
This study provides an access to read people's physical responses towards a recent interest in neuro- marketing and make use of it, and tries to improve the accuracy of its interpretation using the survey and SAM (Self Assessment Manekin). In addition, the study examined the relationship between physical responses and behaviors to eat popcorn and drink coke to see that the interpretation could have any meaning of the actual behaviors. It presented stimulous of a film and measured people's physical responses with HR and SCR in order to induce consumer's emotional responses, then confirming that participants had reactions to report their own through the survey and SAM. As a result of the study, the difference of the physical reaction is only showed on SCR and it can be changed depending on the level of HR about the relationship between physical reactions and behaviors to eat popcorn and drink coke. According to the relationship between the response of the participants appeared in SAM and the survey and physical reactions, the participants showed higher response of HR when they had watched movie before and it shows the meaning of HR on attention, which gives the meaning of arousal in HR; the higher arousal the participants self-reported, the higher response of HR. Thus, this study provieds more valid method to approach physical-response responses through the various interpretation of physical-response using a combination of surveys and SAM.
Survey study and experimental study were performed to examine action plan for establishment of effective message strategy based on consumer sympathy modules. In the survey study, 239 undergraduates were asked to answer questionnaire including information processing style scale and regulatory focus scale that are basis of sympathy module. Each response was measured on 7 point Likert type rating scales and are examined relationships between information processing style and regulation focus. In the experimental study, 64 undergraduates were randomly assigned to sympathy module groups and were asked to evaluate messages that include static/dynamic and useful/joyful appeals, in order to investigate differences of degree of sympathy and favorableness about messages according to rational/emotional sympathy modules. To ensure reliability and validity of these scales, data was analyzed with internal consistency and factor analysis. For hypotheses testing, correlation analysis and analysis of variance(ANOVA) were conducted. According to results from both studies, first, there are strong correlations between information processing style and regulatory focus. Second, the more message sympathize to, the more chance have to favor. Third, rational sympathy module significantly influences on sympathize and favor to static message and useful message. Finally, emotional sympathy module does not influence on dynamic message and joyful message. These findings suggest that to sympathize consumer is important and message strategy need to concern to consumer sympathy modules, in order to raise message effect. Finally, limitations of this study and directions for further studies are discussed.