open access
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open access
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ISSN : 1229-8778
The purpose of this study is to analyze the effects of sports sponsorship during the 2010 South Africa Soccer World Cup games. The effects of field and television sponsorship on spectator’s unaided recall of sponsor’s names was explored by means of an empirical study. On the day after two of 2010 South-Africa World Cup soccer games, university and graduate school students(N=678) from Busan area completed questionnaires. Results of our study reveal that spectators’s recall of sponsor’s names is effected by advertising board type, attributes of program embedded Ads, and spectators’ television-viewing environment. The implications of these findings for sponsors are examined, and future research directions are outlined.
Recent phenomenon appeared to prefer luxury goods in Korea. This study was that the Koreans' psychological traits associated with this phenomenon prefer luxury goods assume. Were selected based on inferred to be related to the Koreans for luxury goods consumer attitudes and psychological traits of the existing study. Psycho-social characteristics of Koreans Social face(Chemyon), Boasting(Uzzul), and Tact(Nunchi) traits and consumption a ritualized research relevance was carried out. The results of this study are as follows. First, it was the Social face(Chemyon) for luxury goods properties that negatively significant affect consumer attitudes. On the other hand, Boasting(Uzzul) characteristics showed a positive significant impact. Was Tact(Nunchi) means that do not affect the characteristics. Second, it means that the ritualized consumption does not affect the Social face(Chemyon) traits were On the other hand, Tact(Nunchi) and Boasting(Uzzul) traits showed a positive significant impact. Third, showed significant positive impact on consumer attitudes for luxury goods consumption ritualized behavior. Finally, the parameters of ritualized consumption effects were identified. The Social face(Chemyon) and Boasting(Uzzul) characteristics showed a partial mediation effect was fully mediated the effect noticed Tact(Nunchi) characteristics. The results of this study on Koreans' psychological characteristics of luxury goods that research purchasing behavior, and academic significance, but also later psychological characteristics of the study provide a measure of the significance has both. This study were based on the scientific significance. Essentially consisting of Koreans in Korea brand advertising and marketing activities through the understanding of Korean consumers on the unique psychological properties should be done, and it has practical significance, marketing execution strategy should be established.
The purpose of this study compare the difference of consumers' preference and attitude between the price-off sales promotion(price discount) and value-added sales promotion(bonus packs), and investigate that whether consumers perceives the bonus pack as a increased gain or not, and in price discount promotion method whether people intend to consider it not only as a reduced loss but also as a increased budget(gain). Also in this study explore that consumers' perception of incentive can changed depending on their chronic regulatory focus along with their subjective value and purchase attitude. The results showed that consumers prefers to choose the price discount than bonus packs. It is because consumers sees the incentive of price discount much bigger, so they perceives the price-off sales promotion as a increased gain. More specifically, in price-discount there is no difference between people's perception but in bonus packs people intend to see as a increased gain. In contrast with this study's assumption that whether consumer's perception can be changed depending on their chronic regulatory focus is not supported. On the other hand, consumers' subjective value and purchase attitude are affected by chronic regulatory focus.
The purpose of this study is to verify the impact of washing hands on consumption behavior. People make use of objective physical sensation(physical distance, cleanliness, temperature, weigh, etc) to understand relatively abstract concepts(love, morality, social relations, etc.), and it called embodied cognition(Lakoff, & Johnson, 1999). Regarding Cleanliness, the precedent studies were related to evaluation of morality. But in the current study, study 1 had focus on the context of a general consumption behavior(purchase satisfaction, the difference value between anticipated purchase price and actual purchase price, average purchase price, and range of willing to pay). And based on the result of study 1, study 2 demonstrated the effect of washing hands was applied to other area(e.g., cognitive rigidity). Study 1 was with 49 male and female university students, and 2(washing hands condition)×2(gender) between-subject design. As a result, there was a main effect about average purchase price. In addition, there was a significant interaction between washing hands and gender to range of willing to pay. Especially, people who wash their hands had less average purchase price compared to control. And study 2 was to verify the effect of washing hands on cognitive rigidity. So 22 participants were additionally recruited. As a result, people who washing hands showed cognitive rigidity. In the end, based on this results further study's supplementation were discussed.
The purpose of this study was to learn about the factors affecting social commerce purchasing behavior of loyalty. Confirmed previous studies that affect social commerce buying behavior of loyalty were found motivations, and use the benefits of social commerce factors and dissatisfaction factors. These variables affecting the social commerce purchasing behavior of loyalty were confirmed. The results of this study are as follows. First, the hedonic motivation, opportunistic motives, economic motives showed significant effect on the loyalty of purchasing behavior. Second, the psychological benefits of physical benefits and factors affecting the buying behavior of loyalty. Third, the factors that affect purchasing behavior of loyalty, quality complaints. It was a result of examining the relative influence of social commerce use and benefit of dissatisfaction. Finally, the psychological benefits of the most influential. And physical benefits, quality complaints by affecting buying behavior of loyalty. The results of this study are expected to provide the strategic implications for the loyalty of the consumer at the point of growing consumer distrust in the social commerce by identifying the factors that affect social commerce buying behavior loyalty.
Decision making can be differed by the time effect, for example, a difference is shown between information seeking for the product you need right away, and information seeking for the product needed in the future. Based on the construal level theory, it can be expected that eWOM(electronic word of mouth) would be more effective, when the temporal distance between the purchase matches the social distance between the eWOM informants. Distinguishing Facebook friends as eWOM informants with a close social distance and bloggers as eWOM informants with a far social distance, this study examined how the temporal distance between the purchase and the social distance between the eWOM sources affect the choice of the consumer.