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ISSN : 1229-8778
This research examines the influence of price simplicity and complexity on consumer perceptions of price transparency and price attractiveness, focusing on smartphone prices. Although smartphones become consumer necessity that most consumers use every day and purchase frequently, many consumers experience difficulties in understanding smart phone prices because of the complexity of the price structure. This research proposes hypothesis that complexity of smartphone price influences perceptions of price transparency, which in turn affects price attractiveness. In addition, this research tests the moderating role of the deceptive intentions of the complex price in the influence of price simplicity-complexity on price attractiveness. Three empirical studies (two experiments and one survey) test our proposed theory and hypotheses. The results show that the influences of price simplity-complexcity on price attractiveness vary depending on the deceptive intentions of the complex price. When the complex price is set in a deceptive way to look less expensive, price complexity (vs. simplicity) has a positive influence on price attractiveness. However, at the same time, a complex price is also perceived to be less transparent, having a negative indirect effect on price attractiveness. Therefore, when the complex price is set to be deceptive, price simplicity-complexity has both positive and negative effects on price attractiveness simultaneously. On the contrary, when the complex price is not deceptive, price complexity (vs. simplicity) has negative influence on both price transparency and attractiveness perceptions.
This study explores gender differences in relation to the effect of corporate apology on corporate evaluation recovery when implementing corporate social responsibility (CSR) to overcome corporate crises and the interaction effects thereof. Additionally, as a psychological mechanism of this effect, we examined the mediating effect of forgiveness. A 2 (apology: with apology and without apology) × 2 (gender: male and female) subject design was employed to examine the interaction effect of apology and gender. The data of 246 participants were collected through a questionnaire. Through the experiment, the following results are obtained. First, we found that the interaction effect between apology and gender for recovering corporate evaluation was significant. Second, the effect of apology on corporate evaluation was greater for women than men. Third, forgiveness mediated the interaction effect between apology and gender on corporate evaluation. Through this result, we confirm that when CSR is employed as a reactive crises management tool, the level of consumer forgiveness was higher when the apology strategy was employed than when not used. Additionally, women responded more to apologies than men because they exhibited more empathy for others. Therefore, when women are the primary agents of consumption and purchase, a sincere apology from a company may be important.
This study was conducted to verify the effect of participation through social media in promoting and participating in campaigns used to increase citizens’ evaluation of carbon-neutral policies. Social media is a representative medium of the MZ generation and has the strength of real-time interaction and free exchange of opinions. Therefore, this study attempted to examine the effect of participation in the carbon neutral campaign on improving people’s perception on TikTok among social media. As a result of the study, it was confirmed that participants in the TikTok challenge had a higher evaluation of carbon neutrality than those in the non-participating condition (Hypothesis 1), and that the effect on the evaluation of carbon neutrality was mediated by the TikTok challenge attitude (Hypothesis 2). Finally, as a result of confirming the moderating effect of trust in government as a way to support the effect of participating in the campaign, it was confirmed through the verification of the moderated mediating model that government trust can function as a supportive way to raise awareness even for those who did not participate in the TikTok Challenge (Hypothesis 3). These findings imply that participation in social media campaigns can be an effective strategy in promoting carbon-neutral policies to protect the environment, which is an important global issue.
This research aims to diagnose the current level of consumer happiness by generation, including the MZ generation, and seek ways to improve consumer happiness. 775 participants categorized into Baby Boomer generation (Boomers), Generation X, Generation M (Millenials), and Generation Z (Gen Z) were surveyed with a questionnaire composed of consumer happiness, self-regulation, and decision making style scale. To examine reliability and validity of scale, data were analyzed by internal consistency and factor analysis. Furthermore, mean and standard deviation of responds from each generation were evaluated to establish generational differences, and research hypothesis was examined by analysis of variance and Scheffe test. According to the research result, first, consumer happiness in 2022 decreased overall from 2012. Second, differences in consumer happiness were observed among the generations. Thirdly, there were differences in self-regulation among the generations. Fourth, different levels of decision making style were shown among the generations. It was notable that Gen Z participants displayed a higher consumer happiness level than Boomers, Millenials, and Generation X participants did while their self-regulation and decision making style level were lower. This findings indicates that Gen Z is higher in consumer happiness but more deficient in self-regulation and rational decision Making. Lastly, limitations of this study and possible directions of further research were discussed.
This study conducted two experimental studies to examine the gift-giving situations. In study 1, the identity threat according to the relationship norms and identity-congruence, has been verified. this study was conducted with a 2(relationship norm: exchange/communal) x2(identity-congruence: contrary/verifying) factorial design. The experiment results revealed significant two way interaction at the relationship norms and identity-congruence. This study demonstrated that for a gift giving situation which is identity-inconsistent, communal norm is more positive than exchange norm. However, the effect of the relationship norms and identity-congruence on satisfaction is insignificant. Study 2 examined the effect of gift-giving motive, gift-type and identity-congruence, this study was conducted with a 2(gift-giving motive: voluntary/obligatory) x2(identity-congruence:contrary/verifying) x2(gift-type: hedonic/utilitarian) factorial design. The experiment results revealed significant three way interaction of gift-giving motive, identity-congruence and gift-type. for a gift giving situation which is identity-inconsistent, giving the hedonic product(versus utilitarian product) and voluntary (versus obligatory) motive led to higher identity threat. This study helps develop a better understanding of consumer behavior in gift-giving situations.