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ISSN : 1229-8778
This study examined that mood, message frame, and product involvement have an effect on product attitude and purchase intention. The results showed that in the case of high involvement and positive mood, the gained-frame message generated a higher product attitude. But there was no significant difference to the purchases intentions between message frames. In the case of high involvement and negative mood, the gained-frame message generated a higher product attitude and purchase intention. When subjects were in the low involvement and positive mood, the gained-frame message generated a higher product attitude and purchase intention. When subjects were in the low involvement and negative mood, there was no significant difference to the product attitude between message frames. Even though there was difference to the purchase intention between message frames, the purchase intention was very low and had no importance.
The purpose of this study is to look into the 'club' consumption experiences which is popular with young people from a leisure point of view. Though 'club' leisure has widely spreaded a new consumption trend as dancing and drinking party culture among the twenties and thirties, there are few systematical approach on this experience-type leisure consumption. Thus, this study is an attempt to investigate the club experiences of the twenties who enjoy club by the method of qualitative in-depth interview. We found out that club leisure activity provides perceived freedom and flow experience for the club leisure participator, and gratifies participator's desire to be free from face-saving in social relationship and express another sense of self. It can be expected that entertainment-type consumption like club leisure will become more important and noteworthy for the future, so further studies on these experience consumption field are required.
In the era of fast changing market situation, the relative effectiveness and efficiency of various promotional tools are constantly challenged to be evaluated. Marketers are becoming increasingly aware of the value of integrated marketing communication programs, and much attention are paid to public relations along with advertising, especially to publicity. Yet scholarly attention to this element is limited. This paper attempted to draw upon communication and information processing theory to establish a conceptual framework for the development of propositions about advertising and publicity, in terms of their relative influence on consumers' motivation, ability, and opportunity to process persuasive messages. It also identified a need for more validated research and suggested an approach to the systematic empirical comparison of these two promotional formats.
The purpose of this study was to explore the internet-item using motivation of adolescents, and the effect on internet-item consumption behavior and their satisfaction. To examine this proposition, this study investigated internet-item using motivation, emotional involvement on internet-item, purchase intention, and current input on internet-item of 295 adolescents. The results of the survey analysis verify that internet-item using motivation consists of four components: show off, image management, self-express, self-satisfaction, conformity. And altogether, show off motivation and image management motivation has most powerful effect on item consumption behavior and item user satisfaction.
The purpose of this study is to pay attention to the phenomenon where information is delivered through human network and to examine which information tends to be communicated to whom in accordance with the bond between senders and receivers under the circumstances that information from other media is retransmitted. The characteristics of information were classified into positive information and negative information. Information was divided into factual information which contains objective facts and evaluative information which includes subjective opinions. The results showed that interaction effect between information directionality and tie strength, interaction effect between type of information and tie strength, interaction effect between information directionality and type of information. In conclusion, the results of this study may implicate that when a company intends to provide information on its products, it needs communication strategies fit for each of bond, information directionality and types of information.
The present study examines how online reviews of a given product affect consumer evaluation and purchase intention in internet shopping. The results show that females are more likely than males to base their product evaluation and purchase intention on other consumers' online reviews rather than product attribute information. The role of gender differences in influenceability and its implications for the field of consumer psychology are discussed.
The present review paper focused on children and adolescents' rights as respondents to advertising communications, diverging from previous studies' foci on advertising for adults. Specifically, the present study reviewed how children and adolescents are different from adults in their understanding advertising communication cognitively, affectively, and behaviorally, how they are influenced by various advertising communications, and what the relevant laws and rules are like. It was implied that chileren and adolescents should be educated to critically understand the meaning of advertising communication through media education, as well as be protected by appropriate laws which prohibit harmful advertising communications from profit-only-oriented unethical adult sources. It was also implied that more strict application of laws and unification of responsible institutions are needed.