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ISSN : 1229-8778
In this study, hypothesized about the effects on the attribution dependent emotions after forming satisfaction & dissatisfaction & effects on the complaining behaviors & repurchase intention was verified. The results are as follows. The hypothesis that internal attribution about the satisfaction would lead customers to feel confident & proud was not supported for the credit card but was supported for the cellular phone. External attribution about the satisfaction causes gratitude & faith for both credit card & cellular phones. Anger, the emotion led after performing dissatisfaction attribution, was all supported except the external/stability attribution. Therefore, people feel greater anger when there is external attribution about dissatisfaction rather than internal, & external/ controllable attribution rather than external/uncontrollable. External/stable/ controllable attribution leads the greatest anger. On the other h&, only half of hypotheses related to complaining behaviors & repurchase intention were supported. Especially, hypotheses related to internal/external attributions were mostly supported, whereas ones related to stability were not consistently supported. As the results of hypotheses verification, stronger complaining behaviors & low repurchase intentions were shown with external attribution about dissatisfaction rather than internal. External/unstable attribution about dissatisfaction showed lower repurchase intentions than external/stable attribution did. The lowest repurchase intention appeared when there was external/stable/controllable attribution, yet the strongest complaining behaviors were shown only for the credit cards. On the other h&, external/controllable attribution about dissatisfaction did not have a significant effect on neither for credit cards nor for cellular phones.
The purpose of this study was to find psychological factors that influence on Korean women's purchasing behavior of luxury brands based on the recent domestic and foreign research trends(ref., Doug-Woong Hahn, 2005) to explain Korean women's purchasing behavior of luxury brands. Specifically, the present study was performed through survey research found out the important factors of explaining purchasing behaviors of luxury brands and proposed an integrated model of Korean women's purchasing behavior of luxury brands including the intention of purchasing luxury brands and purchasing behavior.
This study investigated the mediating effect of causal judgment on stereotype toward Country-of-Origin(COO) and product evaluations. Specially, I considered psychological process of consumers which have been indicated for a long time. To test Country-of-Origin effect, first this study defined COO as stereotype toward a specific country. Second, we tested interaction of stereotype toward a specific country and a cue associating a specific country on product evaluations. and the mediating effect of causal judgment on interaction effect of stereotype toward a specific country and a cue associating a specific country, and product evaluations. In this article, I named this interaction effect stereotype effect. The results of empirical testing are as follows; First, there are interaction effects on stereotype toward a specific country and a cue associating a specific country on product evaluations. In other words, negative group about Japan is much more negative than positive group on product evaluations. Second, we found that there are mediating effect of causal judgment on interaction effect of stereotype toward a specific country and a cue associating a specific country, and product evaluations. Therefore, We concluded that consumer are effected not only by stereotype toward a specific country in product evaluations but also by causal judgment which consumers consciously have as the reason and explanation about their judgement.
As public communication campaigns grow more sophisticated and strategic, a central problem in the planning of public communication campaigns to change individual's behaviors and mobilize public action is how to identify and apply appropriate communication, persuasion, and behavior change theories to overcome obstacles to behavior change. The stages of change model provides a useful framework for integrating theories of media effects, such as agenda setting, multi-step flow of communication, framing; theories of persuasion, such as the elaboration likelihood model and protection motivation theory; and theories of behavior change, such as the theory of reasoned action, social cognitive theory, and attitude accessibility, for communication campaign purposes. Implications for audience segmentation, selection of campaign objectives, campaign strategy, and message design are discussed.
As public communication campaigns grow more sophisticated and strategic, a central problem in the planning of public communication campaigns to change individual's behaviors and mobilize public action is how to identify and apply appropriate communication, persuasion, and behavior change theories to overcome obstacles to behavior change. The stages of change model provides a useful framework for integrating theories of media effects, such as agenda setting, multi-step flow of communication, framing; theories of persuasion, such as the elaboration likelihood model and protection motivation theory; and theories of behavior change, such as the theory of reasoned action, social cognitive theory, and attitude accessibility, for communication campaign purposes. Implications for audience segmentation, selection of campaign objectives, campaign strategy, and message design are discussed.
The purpose of this study was to investigate the differences in clothing consumption behaviors(overconsumption, conformity, fashionability) among Korean females consumer groups based on cultural tendency. Subjects were 445 Korean single females in their 20s who currently hold jobs in Seoul metropolitan area. Overconsumption was classified into two factors: conspicuous consumption and face orientation; conformity was classified into three factors: normative conformity, identificational conformity, and anticonformity; fashionability was classified into two factors: fashion following and fashion innovativeness. The results from analyzing group differences showed that there were significant differences in normative conformity, anticonformity, and fashion innovativeness between idiocentrics and allocentrics group. There was significant difference in face orientation between verocentrics and horocentrics group. There were significant differences in normative conformity, anticonformity, and fashion innovativeness among vertical idiocentrics, horizontal idiocentrics, vertical allocentrics, and horizontal allocentrics groups.