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ISSN : 1229-8778
Premium product represent high-quality, high-price strategies. Differentiated attribute should be emphasized for effective premium product. This can be divided into two types. The first type is to add new positive attributes(additional conditions). The second type is to remove existing negative attributes(removal conditions). According to previous studies, the added attributes are handled with other attributes(products). That is, an overall evaluation of the product is made. On the other hand, the removed attribute is evaluated separately, and information processing focusing on the attribute is performed. Also, the added attributes are important when emphasizing something new and special. However, attributes that are removed are important when emphasizing harmful and dangerous methods. Therefore, lower processing fluency(vs. higher processing fluency) may be effective in additional conditions(vs. removal conditions). Two experiments were conducted to verify the hypothesis. Experiment 1 examined the differences in purchase intentions according to 2(differentiation type: addition vs. removal)*2(processing fluency:high vs. low). However, in experiment 1, the value of the attributes differs according to the differentiation type(moisturization vs. trouble prevention). In order to compensate for this, Experiment 2 was conducted by controlling the attributes with the same value regardless of differentiation type. As a result of all the experiments, the main effect and interaction effect according to the differentiation method were significant. Therefore, it is effective to remove negative attributes rather than add positive attributes. Also, in the case of additional conditions(vs. removal conditions), it is effective to emphasize attribute and concept that consumers are unfamiliar(vs. familiar to everyone).
The aim of this study is to develop and to validate the Consumer Value Consciousness(CVC) Scale. The CVC scale is designed to identify the individual differences in the degree of interests in both the acquisition utility and transaction utility. Using responses of 471 participants, a series of factor analyses is performed to examine the factor structure of the CVC scale. The results confirm that the CVC supports a 2-factor structure with 6 items. The subfactors are named value searching and value confirmation, respectively. The construct validity of the CVC scale is explored by correlational analyses with other scales related to consumer decision making behavior. The value consciousness is positively correlated with the maximizing tendency and the analytical decision making style. The value consciousness tendency, however, is not correlated with deal proneness and price consciousness as expected. Finally, a further scenario-based study showed that the value consciousness was related to vulnerability to sunk cost. In conclusion, this study provides an abundance of explanations for consumers who are highly consciousness of value. Further implications and limitations are discussed.
This study focuses on other customers' customer citizenship behavior(OCCB) as a predictor of customer loyalty of service organization. Customer citizenship behavior is defined as “helpful, constructive gestures exhibited by customers that are valued or appreciated by the firm, but not related directly to enforceable or explicit requirement of the individual's role”(Gruen, 1995, Yi et al. 2013). OCCB refers to customer citizenship behavior shaped by other customers in the same service. This study examined 1) the relation between OCCB and customer loyalty, and 2) serial mediating roles of positive affect and customer attitude. Especially, the study predicted that OCCB will elicit positive affect of customers, positive affect elicited by OCCB will enhance customer attitude toward service organization, and customer attitude, in turn, positively impact on customer loyalty. Additionally, this study investigated the difference of OCCB impact between OCCB types(toward customers using the service/toward the service organization). Two empirical research were conducted: one survey and one experiment. The results showed that OCCB has positive influence on customer loyalty. And it was revealed that positive affect and customer attitude are gradually mediating the relation between OCCB and customer loyalty. Lastly, the impact of OCCB on customer loyalty is revealed only for OCCB toward other customers using the service, not for OCCB toward the service organization.
The purpose of this study is to investigate the characteristics of branded contents that have been attracting attention recently mainly on digital media and to examine how such characteristics affect users' attitudes and brand awareness. To this aim, first of all, a preliminary survey was conducted by a depth interview to construct a scale for the variables of the branded content characteristics. As a result of this study through such process, it was found that firstly, the characteristics of branded contents consisted of 5 subfactors: creativity, entertaining, indirectness, informativeness, and empathy. Secondly, among these, four subfactors - entertaining, empathy, creativity and indirectness - were found to have positive(+) effects on users' attitudes. Finally, it was found that only the informativeness factor had a positive(+) effect on the brand awareness. It is expected that this study allows to understand the behavior changes of users depending on the advertising paradigm by identifying the factor structure of the characteristics of branded contents only unlike traditional ads, and to provide basic data on the branded contents and contribute to the expansion of related research.
Various government institutions are providing public services through apps. The purpose of this study is to investigate the effects of app icon frame, one of visual elements of the app icon, on the evaluation of apps and institutions. When safety motivation is high, a frame of an app icon will be perceived as a ‘protection’ thus evaluated positively. Because users in the safety-related governmental services may have high safety motivation, It was assumed that the app icon design with a frame would lead to a positive judgements over the frameless app icon. Furthermore, it was assumed that the types of frame evoke a higher sense of protection would be evaluated more positively in a safety-related area. Two experiments were conducted to test the hypotheses. In Study 1, we tested the effect of the app icon frame on evaluations of the app and the institution in the safety and the non-safety domain. The app and the institution in the safety-related area were evaluated positively in a frame condition than a no-frame condition. In Study 2, in the safety-related apps, judgments about the apps varied by the types of the app icon frame. Specifically, angular frame condition showed positive judgments than in round frame or no-frame conditions, and the effect of frame types was mediated by protection perception. The results have implications to the practical suggestion of government's app management and the theoretical contributions to apps and design research.