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ISSN : 1229-8778
Recently, products with unusual color names have attracted consumers’ attention. However, despite the growing interest and importance of color names in practice, academic research on color names is very limited. Based on the theory of congruity theory, this study aims to determine the influence of color name on consumer responses when the color name would not match the existing consumer’s schema. In particular, this study focuses on consumer experience of control deprivation and aims to reveal that consumers who have experienced lack of control may prefer plain color names to unique ones. Specifically, it is predicted that consumers who feel high level of anxiety in the event of a lack of control would prefer products with a more consistent color name with their schema, that is, a more plain color names. The hypothesis of this study was supported after surveying 177 college students. These findings have expanded existing research areas and provided practical implications.
The present research examined the psychological mechanism that lead individuals to expect ethical responsibility of artificial intelligence (AI). Specifically, this research tested the hypothesis that the positive effect of anthropomorphism on the AI’s ethical responsibility is mediated by the perceived freewill. The findings showed that the higher the level of anthropomorphism of AI, the greater the AI’s ethical responsibility. Also, this effect was fully mediated by the perceived AI’s freewill caused by anthropomorphism. Additionally, findings showed that the positive effect of perceived freewill on ethical responsibility applies to both human and AI. That is, participants reported lower ethical responsibility for AI than human as the level of freewill of AI was perceived to be lower than that of human. This research offers theoretical implications of expanding the understanding of human-AI interactions by revealing that the psychological mechanism in which individuals expect ethical responsibility to AI is the perceived free will of AI. It also provides managerial and policy implications by suggesting the need for ethical design of AI for human-AI interaction.
To investigate the effect of time pressure, regulatory focus message, and need for cognitive closure(NCC), this study was conducted with a 2(Time pressure: high/low) x2(Regulatory focus: promotion/prevention) x2(NCC: high/low) factorial design. Also, this study examined the moderated mediation effects of regulatory focus on the path between time pressure and attitude and purchase intention through perceived risk. Findings of the study showed a significant effect of promotion-focused message on attitude in the low(vs. high) time pressure condition. In addition, there was a significant effect of low NCC on purchase intention in the low(vs. high) time pressure condition. Perceived risk was found to mediate the relationship between time pressure and attitude and purchase intention. The implications and limitations of the study are discussed.
This study was performed to explore the effects of the type of information presentation format and information overload in e-government sites on user response and attitude to the sites. In order to verify a structural model of the study, online survey was conducted with two types of information format (infographic vs. text) as an experimental condition. A total of 1,000 adults participated in the survey and significance of the direct and indirect paths of the study model was analyzed through Structural Equation Modeling method. Results show that all direct and indirect path coefficients in the study model were significant, which confirms all the research hypotheses. In addition, the difference in indirect effects between the two information formats (infographic vs. text) was also significantly validated. Findings indicate that 1) information overload in e-government sites causes difficulty in cognitive processing and decreases perceived informativeness and interest, which eventually lessens usage intention and trust of the sites and 2) infographic format is more appropriate than text format to reduce information overload and cognitive difficulty and also increase positive responses to the e-government sites.
The goal of this study is to examine the effects of para-social interaction(PSI) with broadcasting jockey(BJ) on brand engagement and purchase intention in one person Internet broadcasting media. In addition, this study investigates the moderated mediating effects of social presence by big five personality traits. A total of 247 university students were asked to participate in self-administered online survey. To test proposed hypotheses, a series of pearson correlation test and moderated mediation test using SPSS macro were conducted. It was found that PSI exerted direct effects on brand engagement and purchase intention each as well as indirect effects via social presence. The mediation effects of social presence in the relationship between PSI and brand engagement were significantly moderated by conscientiousness and extraversion. Finally, the mediation effects of social presence in the relationship between PSI and purchase intention were significantly moderated by conscientiousness, extraversion, and agreeableness. This study contributes to the understanding of the importance of creating PSI with BJ in one person Internet broadcasting media and the moderated mediating role of social presence by big five personality traits. Practical implications in regards to BJ’s effective communication strategies and the development of related industry are discussed.
This study was conducted to develop and validate the Korean version of the envy scale, which categorized envy into benign envy and malicious envy, unlike the existing ones that dealt with envy as a single factor. A series of factor analyses confirmed that the Korean Envy Scale was a 12-item self-report measure and consisted of two separate latent constructs. In detail, according to a correlation analysis conducted to verify convergent and discriminant validities, social comparison tendencies had a positive correlation with each types of envy. It was also confirmed that benign envy was positively correlated with hope of success and negatively correlated with fear of failure. In addition, results showed that inner control was positively correlated with benign envy and negatively correlated with malicious envy whereas external control was only positively correlated with malicious envy. It was also found that belief in an unjust world was negatively correlated with malicious envy. Finally, a correlation analysis using three envy-inducing scenarios properly secured the criterion-related validity of the Korean version of the envy scale. Findings of the study contributed to the development of measuring individual differences in envy deeply related to consumer behaviors and to the expansion of research on envy.
The research verified how prosocial behaviors vary as social exclusion, social distance , and self-construal level using three-way ANOVA. As a result of the experiment, a main effect of social exclusion was significant. Donations were significantly higher for a case of those who experienced social exclusion than for those not. As a result of additional analysis on three-way interaction for hypothesis testing, there was significant difference in donations according to self-construal in case of experiencing social exclusion from someone with a short social distance. In other words, if one experiences social exclusion from someone with a short social distance, it was confirmed that those who conducted interdependent self-construal had higher average donations than those who conducted independent self-construal. Finally, all two-way interaction effects were significant. In particular, the noteworthy findings from verification showed that donations were significantly higher for persons who experienced social exclusion from someone with a shot social distance than from someone with a long social distance, persons of interdependent self-construal who experienced social exclusion than those not, and persons of interdependent self-construal than those of independent self-construal when there existed social exclusion. This research expanded the understanding of social exclusion which has been relatively less investigated in a consumer field by considering both self-construal level and social distance.