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ISSN : 1229-8778
Cultural complex is not the place where products are displayed and sold, but the place where brands are connecting with their customers. To adapt to this new environment, advanced companies have developed cultural complex type retail stores. To investigate the influence of cultural spaces in financial service stores on consumer's attitude, the study compared the difference between rest type space and cultural type space. The result of an empirical research showed that the cultural space type was higher than the rest space type in all variables including experience, service excellence, tangibles, and brand image at a statistically significant level. Based on this result, it can be said that corporate's cultural spaces provide customers with chances to enjoy culture and enhance brand image through customer's direct experiences.
This study founded how typicality and harmony, two main aesthetic principles of product design provoke a variety of psychological consumer responses such as emotion reaction, product functional appraisal and product preference. Especially, this study classified four different emotions such as joy, stability, anxiety and boredom according to two dimensions such as emotional valence and arousal, and this study focused on how typicality and harmony influence on each dimension. The results show as follows; firstly, the higher level of typicality of product design, the more experienced in low arousal level emotions (stability and boredom), on the other hand, less experienced in high arousal level emotions (joy and anxiety). Secondly, the higher level of harmony of product design, the more experienced in low arousal level emotions (stability and boredom), on the other hand, less experienced in high arousal level emotions (anxiety). Thirdly, product functional appraisal reasoning out product performance from product design confirmed the static relationship between the design principles and cognitive appraisal; the higher the levels of typicality and harmony, the better the product appears. Lastly, only harmony of product design has a significant static influence on the product preference. This study was performed in the systematic and empirical methodology in handling typicality and harmony principles and can help extend our understanding of consumer emotion responses, product functional appraisal and product preference.
The purpose of this study was to analyze the effects of Consumers' Psychological Characteristics on dysfunctional consumer behavior and life satisfaction by structural equation model. To this end, online survey was carried out by a professional marketing research firm with respondents in Seoul/Gyeonggi-do region, and 300 responses were input for statistical analysis. The major findings of this study can be summarized as follows: First, inferiority feelings showed insignificant influence to black consumer behavior. On the other hand, aggression was positively influenced by inferiority feelings. Second, aggression showed a positive effect on dysfunctional consumer behavior. Third, dysfunctional consumer behavior showed a positive effect on life satisfaction. Finally, aggression showed a negative effect on life satisfaction. Overall, inferiority feelings was found to be indirectly related through aggression, to dysfunctional consumer behavior. Contrary to ordinary expectations, dysfunctional consumer behavior leads to an increase in life satisfaction. Based on these results, theoretical and practical implications were discussed.
With the information sharing and teaching among black consumers becoming a recent social issue, its importance is emphasized but there have been little studies discussing the cause and influencing factors of co-offending behavior by black consumers. Therefore, the objective of this study is to examine the relationship between black consumption characteristics and co-offending behavior for general consumers who have experience in black consumption behavior, and define the roles of the individual and social-learning factors that influence black consumption in becoming co-offending behavior. In order to verify the hypothesis by the research model, moderated regression analysis was carried out, and a summary of the hypothesis verification results are as follows. First, upon verifying hypothesis 1, it was found that black consumption characteristics had significant impact on the intent of co-offending behavior. It reveals that consumers with higher repetitiveness, insistence, deception, and excessiveness have higher likeliness to engage in co-offending behavior. Upon verifying hypotheses 2 and 3 that the influence of black consumer characteristics on co-offending behavior attempts would be different depending on differential reinforcement and differential association, which are social learning factors, it was found that both differential reinforcement and differential association had significant moderating effects. Lastly, the moderating effects of self-control and self-justification, which are personal propensity factors expected to have an impact on consumer’s co-offending behavior, were verified. Upon analysis, it was found that the moderating effect of self-justification were only significant. Therefore, this study is significant in that it found the relationship between black consumption characteristics and co-offending behavior, and revealed the personal and social learning factors expected to have an effect on co-offending behavior through the black consumption behavior. Likewise, it would be necessary to conduct studies on co-offending behavior of consumers for the consumer studies and marketing sectors, and contributes to establishing response plans and strategies for corporations and the entire society.
This study examines the effect of self-brand connection, brand performance, and purchase situation on consumer’s state self-esteem. The research findings show that the three way interaction effect among self-brand connection, brand performance, and purchase situation is significant in the terms of state self-esteem. Especially in the purchase situation of self-use, the participants who have high self-brand connection show the significant distinction in the aspect of state self-esteem according to whether the brand performance is success or failure. In contrast, the participants who have low self-brand connection do not show the significant distinction according to brand performance. Furthermore, in the purchase situation of gift for friends in three-way interaction, the group of high self-brand connections is found out to have significantly high state self-esteem in successful brand performance than failure. In the same situation as the purchase situation of gift for friends, the group of low self-brand connections does not show the significant distinction according to brand performance.
Price information is important for consumers when they make a purchase decision and it has twofold roles. One role is ‘cost’ in the process of payment and the other is ‘quality signal’ as a result of a payment. Depending on how much consumers focus on the price role of ‘cost’ their perception on monetary sacrifice as well as purchase decision making will change. To understand consumer’s point of view to the role of price, we focused on the money consumers’ hand which is closely related to payment. Especially we suggest that the denominations of money one possesses can influence perceived monetary sacrifice and attitude toward a product, based on previous research on a category and construal level. To be specific, a large denomination triggers relatively abstract representation similar to a function of broad category, which makes consumers focus more on the role of price as a quality signal rather than the other role of price as a cost. On the other hand a small denomination triggers relatively concrete representation similar to a function of narrow category, which makes consumers focus more on the role of price as cost. To test our assumption we conducted 2 main studies. In study 1 we demonstrated that participants perceived less monetary sacrifice when they owned the same amount of money in a large denomination(￦10,000 bill) than in a small denomination(10 of ￦1,000 bills). In addition, we examined this denomination effect on participants’ attitude toward product in study 2. The result reveals that participants who owned money in a large denomination(￦10,000 bill) showed more positive attitude toward a target product than who owned money in a small denomination(10 of ￦1,000 bills). Furthermore, we certified that this phenomenon is mediated by a representation which is induced by a denomination (study 2). Our research shows the importance of considering the factor related to consumers’ monetary possession, especially the denomination of money consumers are having at the moment of payment to understand the consumer's purchase decision making.
There are digital devices with touch display, including smart phones and tablet PCs, currently on market. Touch displays on digital devices have a lot of variation in display sizes and ratios. Despite of this diversification of display size, there was no research what is the optimal size on touch display. Therefore, this study examines the effects of touch display size on users’ emotional responses and performance and finds the optimal size on touch display. As results of present study, there were differences on emotional responses; interest, preference, attention, discomfort, and SCL (arousal), and performance; viewing distance, viewing angle, and game scores. Although most of previous studies showed that large display leads higher emotional responses and better performance than small display, this study finds that pattern of differences varies based on various variables. Especially, performance on touch display shows inverted U-shaped; the peak of curve between viewing angle 8° and 10°. Thus, this study examines the effects on display size with touch interface, and provides implications on development of touch displays and contents.