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ISSN : 1229-8778
This study investigated which motivation factors influenced on diet goal attainability. Different from previous studies, we focused on the effect of goal levels(high vs. low) rather than goal progress levels. Also, we postulate that the goal distance and implementation intentions play an essential moderating role in relationship between goal level and goal attainability. We conducted two studies to support our hypothesis. First, participants rated high goal attainability when the goal level was low(vs. high), the goal distance was far(vs. near) and the implementation intentions were low(vs. high). Also, according to the results of two-way interactions, study 1 revealed that as goal level decreases, consumers tend to evaluate in more positive manner to the goal attainability regardless of goal distance. On the other hand, when goal level was high(vs. low), participants rated high goal attainability of diet when was goal distance was far(vs. near)(H1). In Study 2, we found that the effect of goal level was differed by implementation intentions. According to the result of study 2, even if dieters had high(vs. low) level for diet goal, they rate high goal attainability of diet when implementation intentions were high(vs. low)(H2). Finally, we found that the certainty plays an essential mediating role in relationship between goal level and goal attainability(H3). We may draw several theoretical and practical contributions. Theoretically, we developed a step further in research in goal level and its related studies.
In social activities, competition and cooperation are as a driver to advance the society in general. Based on that, the current research extended these two factors to marketing context and explored the influence of these two factors on dissimilar extension evaluation. Experiment 1 examined the influence of competitive and cooperative contexts on dissimilar extension by priming competition and cooperation. As a result, the extension was evaluated more favorably in cooperative context than in competitive context. Experiment 2 examined the role of self-construal in competitive and cooperative context. in competition context, the extension was evaluated more favorably in low competitive condition than in high competitive condition in independent self-construal. However, in cooperation context, the extension was evaluated more favorably in high cooperative condition than in low cooperative condition in interdependent self-construal. Based on the current research, the resulted can be utilized to induce favorable evaluations of dissimilar extension.
In the precious metals．gem industries, consumers who visit the store experience various types of emotions during the shopping by environmental factors. These experiences play a role to convert the consumer’s intention of purchase into a purchase activity, or to delay the purchase. Especially, any positive emotional experience can stimulate a consumer’s intention of impulse buying, which in turn will lead to impulse buying, and these consumers will become a customer of high fidelity of these stores. In this study, I have compared and analyzed the positive and negative emotions depending on the customer, based on the image-controlling effect of a store and price discount in precious metals．gem industries. The effects of these emotional reactions on the intention of impulse buying were examined then.
This study was identified by use of motivations and benefits of the application and what the loss factor is said, and reward application of these factors is the effect of the recommendation were evaluated retrospectively. To this end, the preliminary investigation motivation of Rewards application, rewards and benefits, loss factors used to determine the application was based on the results of preliminary investigations were made scale. Motivation Rewards and benefits and also the application loss factor is the impact of the recommendations was analyzed. The results are as follows. First, the Reward application motives of curiosity, ease of use, and free use of time, information acquisition, financial compensation, recommendations were derived motivation factor of six, and use of convenience, take advantage of free time, information acquisition, financial compensation motivation significant influence on intentions. Second, the Reward application benefits of monetary factors, psychological satisfaction, information acquisition, leveraging the benefits of free time has been derived factor 4, is recommended for use on all factors significant benefits affected. Third, the loss of the use of the Reward application is available on the factors discomfort, feeling irritable, causing lack of monetary benefits, boredom-induced, methods of operation on the complaint, the diversity of information/lack of availability of the six factors were derived, also recommended a significant impact on none factors. In this study, a new type of mobile app advertising motives and benefits of the reward application and loss factors are the main route of spread is also recommended to verify the effect of the user understanding of the operation plan to broaden the basis for future will provide the data.
This research aims to develop and validate the Mindfulness Consumption Scale. Mindfulness consumption was defined as “bare attention to and awareness of consumer’s inner and outer states in a consumption setting” based on early Buddhism and recent development in psychology. Two independent studies were prepared to develop a scale which had an acceptable reliability and validity. In study 1, 228 of college students were participated. An exploratory factor analysis of the original 28 pilot items showed 2-factor structure- attention and awareness- was inferior to a 3-factor model: attention, awareness of mind, and awareness of environment. Based on item analysis, 10 items were selected. The 10-item 3-factor scale showed a good convergent and discriminant validity when the correlations with conceptually related and nonrelated variables were examined. In study 2, another 210 of college students were rate the 10-item scale and the scales which were developed to measure self-monitoring, self-control, impulsivity, impulsive consumption, over consumption, and conspicuous consumption. A confirmatory factor analysis revealed that the 3-factor model had a better model fit than 1- or 2-factor model again. The final scale provided additional 2~14% R2 even though the effects of self-monitoring, impulsiveness, and self-control were controlled, and was proved of the more outstanding influence than 3 other variables.
Digital convergent products are omnipresent. Do consumers always evaluate convergent products with lots of new features positively? This study investigates how adding new features in convergent product affect on consumers' perceived product usability. This study also examines moderating effect of self-regulatory focus and new product preannouncement type. This study has a 2 (number of features: low/high) x 2 (regulatory focus: prevention vs. promotion) x 2 (temporal distance of preannouncement: near future vs. distance future) between subject design. The results demonstrated that consumers were more likely to perceive product usability higher when number of new features added was high. The moderating effect of self-regulatory focus was also significant. Compared to the prevention-focused consumers, promotion-focused consumers were more likely to perceive product usability higher when added new features were high. Lastly, it was found that three way effect was significant. When the number of new features added was high and preannouncement is near future, perceived product usability was higher for prevention-focused consumers compared to promotion-focused consumers. The implication of these findings were discussed.