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ISSN : 1229-8778
This study examined the effects of prior knowledge, context of advertisement and ad processing goals on ad information processing. For this study, it was necessary to observe the contrary hypothesis between two information processing theories: category process and piecemeal process. The results showed that the consumers with high level of prior knowledge used a category-based process when the context between ad and product was congruent and a piecemeal process when the context was not congruent. The consumers with low level of prior knowledge used a piecemeal process regardless of the context. In addition, for the ad processing goal, consumers used a category process when the ad context was congruent and a piecemeal process when it was not congruent. Also, in the case of product processing goal, they used a piecemeal process regardless of the context.
The purposes of this study was to examine the influence of brand personality on brand attachment in terms of the levels of brand community commitment and developed the measurement scale for brand attachment construct. As the results of this study were followed. First, brand attachment construct had two factor structure maned care(factor 1) and love(factor 2). Second, brand personality was an excellent preceding variable that predicted brand attachment. Third, brand community commitment was an important variable to predict brand attachment. The more committed to the brand, the stronger consumers had formed brand attachment. From the regression analyses, the predicting variables of brand personality to attachment were different in according to the degrees of commitment. Finally, we discussed contributions and limitations of this study.
The previous researches for product symbolism has been dealt with product image and symbolic meaning which is decoded by consumer after purchasing. So, there is not enough to study for how product symbolism is built in the perspective of process. Therefore, this study intent to identify the constructs that influence product symbolism and to test empirically the existence of causal relationships among the five constructs( advertising expression, product familiarity, brand familiarity, product characteristics, and product symbolism) in the perspective of process. At first, researchers hypotheses about the effect of advertising expression on product symbolism directly. Also, researchers hypotheses about the relationships between advertising expression and product symbolism passed through product familiarity, brand familiarity and product characteristics indirectly. Second, we are especially developed covariance structure model considering the constructs which influence product symbolism. Third, A field survey is undertaken through questionnaire sampling a population of junior, high school and university students. The items selected for empirical analysis are two brands of jeans. The result of Analysis, the direct relationship between advertising expression and product symbolism is verified significantly. Also, the indirect relationship is verified significantly. The results of study provide for company's advertising executives the strategic implication in advertising strategy.
The current study examines salient factors that are presumed to influence consumers' intention to use the Internet for shopping. It attempted to relate the reactions to the factors of product perceptions, shopping experience, customer service, and perceived consumer risk that had been identified from the existing literature on retail patronage behavior. This study translated these factors into the Web context and explored the relative salience of these factors. The study also examined the relationship between these salient factors, product types, and consumer experience related to Internet shopping. Analyses of data collected from 401 online survey respondents reveal that product perceptions, shopping experience, customer service, and perceived consumer risk factors played significant roles in predicting Internet purchase satisfaction, attitude toward Internet shopping, and online purchase intentions. The findings also revealed that the relationships of salient factors with Internet shopping experience significantly differ by product types. The results and discussion section also included implications drawn from the findings and suggestions for future research.