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ISSN : 1229-8778
The purpose of this study was to investigate the way both individual difference and situation influence on consumer satisfaction formation. For this purpose, self-monitoring as individual difference variable and usage situation as situation variable were selected in this study. The subjects of this study were 120 students in Ewha Womans University and were selected by the self-monitoring scale. They were randomly assigned to each cell of a 2(self-monitoring: high/low)×2(usage situation: showing/non-showing) completely randomized factorial design. They were required to answer questionnaires to be corresponding to their conditions. A mouth washier was used as a product in the study. The main findings of the study were as follows: In physical performance, there were neither significant main effects of self-monitoring and usage situation, nor a significant two-way interaction effect between self-monitoring and usage situation. The results might be caused by the fact that the experimental period was too short for the subjects to examine the physical effects of the product. Also, it can be considered that the product in nature is recognized as its psychological performance not as its physical/functional performance. In psychological performance, there were significant main effects of self-monitoring and usage situation on expectation. Two-way interaction effect between self-monitoring and usage situation on product performance was significant. Finally there were a significant main effect of self-monitoring and a significant interaction effect between self-monitoring and usage situation on satisfaction. The results support that self-monitoring and usage situation can explain the consumer satisfaction formation. In addition, there were the significant relations among overall satisfaction, reuse intention, and word-of-mouth. To sum up, consumer satisfaction formation is influenced by self-monitoring and usage situation. The findings of this study have various implications concerning advertising plan, product promotion, product image making, product positioning, market segmentation, and so on.
The purpose of this study was to suggest the framework for classification of purchasing behavior. Consumer behavior was investigated by different authors and approaches. However, to descript and to explain consumer behavior actually, classification of purchasing behavior, as a criteria for understanding to consumer behavior, should be prioritized. It is based on antecedent work(Nam. 1998), added other items about purchasing behavior. Testing of reliability and validity of the scale was examined by internal consistency, factor analysis and covariance structure modeling. The final scale for classification of purchasing behavior is included in 6 factors and 12 items. Based on final scale, finding of cluster analysis is that consumers are doing complex purchasing behavior. The result suggest that when consumption activation strategy is developed, characteristics of purchasing behavior itself should be considered.
The existing models of brand equity have some limitations in regarding that a brand's equity results from an one-way act of the marketing activities of a brand on consumer. However, consumers are not a mechanical being who accept marketing stimuli passively and respond without any interacting processes. Consumers have a strong tendency to identify, extend, and enhance their selves. And such a psychological mechanism interacts with brand's meaning system through consumption practice. This means that consumers actively interact with brands and we can't understand brand equity without understanding the interactivity of consumer and brand. We discuss psychological mechanisms involved in the interactive process and propose a complementary framework for brand equity management.
This study examined the measurement of TV CM AD using Organic Model. More specifically, To identify reason for index-related deficits in measurement of advertising. Research findings from studies in advertising, measurement, and advertising survey provided the theoretical basis for this study. The research design consisted of two between subjects factors assembled in a 2×2 design. Two age groups were selected for study, age low thru 20, and age 21 thru hi. This study required subjects from two different populations. In the experiment, 50 university students and 50 Workers were randomly distributed among the cell of a 2×2 factorial design. The number of subjects needed per cell to obtain an abequate sample size for statistical estimation is an important and crucial issue. In the significant marketing studies, cell sample sizes employed were in the range of 30 to 50 subjects. Thus, the desired number of subjects per cell was 50 case. The experimental stimulus was a TV CM advertisement. Conducting research using typical CM stimuli under as realistic conditions as possible.
As the number of internet users and web sites increase, there are a lot of argument how to evaluate web site effectiveness. One of the methods to evaluate web sites effectiveness is measuring attitude toward site. This study was to examine how the rating of site components influences to attitude toward web site. It was identified six factors to influence attitude toward site - accessibility, utility, information, layout, communication, convenience.
This study is designed to identify and develop the measurement items of corporate personality. Based on the previous research of 'Big Five' dimensions of personality and brand personality, it focuses on exploring the various personal characteristics associated with corporations. The 39 items resulted in five factors such as sincerity, leadership, feminism, toughness, and utilitarianism to describe 16 domestic companies.
In an effort to enhance the shopping experiences for large-sized women, the purpose of this research was to compare between American mainstream-sized and plus-sized women. In-depth interview was used for this research. Two groups classified by body type were created. One group consisted of large-sized women (size 16 and larger), who were between the ages of 20-60. The other group contained mainstream-sized women (size 14 and smaller) also aged 20-60. As a result, most of the mainstream women enjoy shopping, while the majority of the large-sized women do not enjoy shopping. Large-sized women report that they cannot find suitable merchandise. Fifty-four percent of the large-sized women commented on size or selection problems, while only twenty-seven percent of the mainstream-sized women commented size problems, and none commented on selection problems. Many of the large-sized women feel frustrated when trying to find clothing. The problem of sizing is present in both groups, but the large-sized women feel it to a greater degree. Both in groups also commented on price as something they disliked about stores and the quality and fabric choices that are currently offered could be improved.