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ISSN : 1229-8778
The purpose of this study was to find out how the characteristics of a person influence the choice between material and experiential consumption and relate to purchase satisfaction and consumption happiness. Gender, age, income, and occupation group as demographic variables, as well as price sensitivity and self-monitoring as psychological variable affecting consumption type were considered. Major research results showed that men prefered material consumption, women prefered experiential consumption, and the higher the income level was, the higher the preference for experiential consumption was. Analyzing the choice of consumption type depending on consumer’s psychological traits, the high price sensitivity tended to choose the material consumption, but self-monitoring was found to be meaningless. On the effect on purchase satisfaction and consumption happiness, it was found that age, income, self-monitoring, and price sensitivity had a meaningful effect on purchase satisfaction, and consumption happiness had a meaningful effect on age and self-monitoring. In the interaction effect of psychological variables and consumption type selection on purchase experience, the interaction between price sensitivity and consumption type was found to have an effect on purchase satisfaction and the interaction between self-monitoring and consumption type was found to be meaningful in consumption happiness. The results of this study will be helpful for understanding what personal factors are important when consumers choose a consumption type, and for preparing strategies to increase consumer’s purchase satisfaction and consumption happiness to practitioners involved in marketing or consumer policy.
The purpose of this study was to investigate the interaction effect of consumer’s upward social comparison, self-expression in SNS, and recipient’s facial expressions of CRM advertising on consumer’s CRM product purchase intention. The experiment design was 2(upward comparison tendency: high vs. low) × 2(self-expression tendency: high vs. low) × 2(facial expression: sadness/happiness) factorial design. The results were as follows. There is a significant two-way interaction effect and three-way interaction effect of focal variables on CRM product purchase intention. Specifically, when the upward comparison tendency is high, the respondents with high self-expression tendency show more intention to purchase the CRM product when the recipient’s happy(vs. sad) face was shown in the ad. On the other hands, the respondents with low self-expression tendency show more purchase intention concerning the recipient’s sad(vs. happy) face. The low upward comparison group shows no interaction effect of self-expression tendency and facial expression. Our findings suggests that CRM as pro-social behavior can make SNS user to help them to solve their problem of induced negative affect(e.g., inferiority, depression) of SNS use. Also, this study has important implications on the CRM strategy plans. Marketers can enhance consumer’s intention to purchase the advertising product, when they consider the user tendency of SNS and recipient’s facial expression in the ad. Theoretical, practical implications and future research directions were further discussed.
This study attempted to verify the mechanism and impact of ‘non-context’ and ‘dumbfounded’ among the characteristics of B-class emotional ads that are attracting attention along with the trend of modern consumers’ pursuit of fun. The mechanism by which B-class emotional occurs was operatively defined, and it was considered that consumers would perceive inconsistency in expectations for ad that appear throughout the course of ad, and thus non-contextual and absurd in the change in arousal caused by ad. It was expected that the complex action of expectation disconfirmation and ad-induced arousal would have a significant effect on consumer attitudes, including fun emotions, which are responses to B-class emotions, and consumer’s fun emotions would play a mediating role in the relationship on consumer attitudes. It is a design between participants of 2 (expectation disconfirmation: consistency/ inconsistency)×2 (ad-induced arousal: high/low), and the influence on perceived fun emotions, product․brand․ad attitudes was confirmed using video stimulation. As a result of the study, participants experienced more fun when the expectation was inconsistent and the ad was high-arousal, but the product․brand attitudes were the most positive under the condition that the expectation was inconsistent and the ad was high-arousal. The interaction of the two variables with the ad attitude was not significant. Meanwhile, the effect of the interaction of expectation disconfirmation-ad arousal on consumer attitudes was partially mediated by perceived fun. Specifically, in the case of ad with inconsistent expectations and high-arousal, perceived fun increased and led to a positive attitude, but it was confirmed that the more consistent and low-arousal ads were, the perceived fun decreased and this had a significant effect on attitude. This study attempted to explore and theoretically expand the influence of ad components as well as the overall ad effect, targeting ad with non-contextual and absurd characteristics among various types of B-class emotional ads. In addition, it is proposed to consider the influence of specific emotions in effective ad execution by confirming the mediating effect of consumer’s emotion ‘fun’ considering the ‘fun-seeking tendency’ of modern consumers. Finally, through research on ads with non-contextual and absurd characteristics among B-class emotional ads, it can provide meaningful insights in implementing B-class emotional ads in the future and expect a wide use of B-class emotional ads through a combination of various ad elements in the marketing field.
This study focuses on the membership, where the value is somewhat ambiguous and can be perceived differently depending on the act of the consumers, and suggests a strategy to increase the intention to join the membership by presenting different subject of advertisement message. To conform this, Study 1 was designed by 2(message subject: user vs. service) between-subjects factor, and measured the intention to join the membership. Specifically, study 1 conformed that when the message subject was presented as a user, compared to presented as a service, social inference was activated and the perceived ‘idiosyncratic fit’ that one believed s/he would get more benefit than other members increased, resulting in a higher intention to join. Further in study 2, to clarify the effect of idiosyncratic fit, we lowered the benefit of the membership service and examined whether the message subject could affect the intention to join through the perceived idiosyncratic fit when the benefit inference is restrained. Two experiments were conducted to uncover that the inference which consumers themselves can benefit relatively more than other users was important, not simply the high perception of benefit offered by the membership service. These findings suggest that when there is no enough information to judge the value of the membership service, increasing the perception of idiosyncratic fit can be the useful method, and the perceived idiosyncratic fit depends on how to describe the subject of advertisement or persuasive message. And these imply the advertisement message is more effective when the subject is user or consumer rather than when it is service or company.
The purpose of this study was to develop and verify a scale that reflects the value of VR advertising in the rapidly changing digital advertising market. Although there have been efforts to develop a VR advertising scale in several existing studies, there are insufficient studies to develop a VR advertising scale from a viewpoint that includes both IT technology and advertising. Therefore, this study tried a multi-faceted approach to develop a scale for measuring VR advertisements through an 8-step process. As a result of the study, five factors and detailed items that reflect the characteristics of VR advertisements were derived. Each factor is ‘three-dimensional’, ‘immersive’, ‘interactivity’, ‘usability’, and ‘entertainment’. As a research method, content validity, convergent validity, discriminant validity, and understanding validity were verified. Their reliability, validity, and model fit were found to be high. In addition, the predictive power of advertisement attention, advertisement attitude, and purchase intention was also high. This study has important significance in that it established the concept of VR advertising and developed empirical indicators in line with the popularization of VR and the new media environment. In addition, the scale presented in this study is expected to be helpful in the field of conceptual research on VR advertising in the future.