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ISSN : 1229-8778
The purpose was to investigated the effect of contextual agreement, ad type, and placement on advertising effectiveness of webtoon which is emerging as an advertising platform. The context was classified as context match /inconsistency condition, and the webtoon ad was classified into real and webtoon type, and the ad place was classified into position of insertion and ending of webtoon and 2×2×2 factorial design was used. The results are as follows: First, ad recall was high in the webtoon context agreement condition, and the real ad type showed higher ad recall than the webtoon type. Second, the webtoon context matching condition showed the high level of advertisement attention, and the interaction effect between advertisement context and advertisement form and advertisement attitude between advertisement form and advertisement place appeared. In other words, the attention of the real advertisement was high in contextual inconsistency condition, and the lower placement position of the webtoon advertisement showed high attention. Third, ad attitude was favorable in the context of webtoon context. In addition, the interaction between the webtoon context and the placement appeared. In other words, the advertisement attitude was favorable in context matching condition in the middle placement, whereas the ad attitude was favorable in the bottom case. Interaction effects between ad format and placement appeared. In other words, in the case of the real advertisement, the bottom placement is favorable, whereas in the case of the webtoon type advertisement, the middle insertion position of the webtoon shows favorable advertisement attitude. Fourth, advertising intrusiveness was high in the context of webtoon context disagreement, and advertisement penetration was high in insertion condition of webtoon. In addition, the interaction effect between the webtoon context and the ad intrusion perception according to the ad type appeared. In other words, in case of real advertisement, ad invasion is highly perceived under contextual inconsistency condition. The results show that there is academic value that experimentally verifies context effect, advertisement expression and placement effect on the webtoon platform and suggest practical value of advertising strategy for webtoon advertisement to practitioners.
In recent years, smart electronic devices are widely released based on the technology of virtual personal assistant (VPA), a technological derivation of the artificial intelligence (AI). Even though the expansion of VPA market is more highly expected over the fourth industrial revolution, the majority of research articles are focused on the artificial intelligence by the technical approach. Given that a few previous literatures attempted to illustrate individual factors and perceived values resulting in acceptance of smart devices, it is necessary for more specified approaches from the user perspectives. The present research aims to examine the effects of demographics(gender and age), individual characteristics(self-efficacy and loneliness), perceived value of VPA(informativeness, entertaining, and trustworthiness) on the satisfaction of usage(functional and emotional aspects). The results indicate that 1) the gender of VPA users positively influences on emotional satisfaction, 2) self-efficacy positively predicts functional satisfaction while loneliness positively predicts emotional satisfaction, and 3) the three components of perceived value positively affect both functional and emotional satisfaction. It is anticipated that the satisfaction relates to individual characteristics of VPA users as well as perceived value would contribute to theoretical and practical implications in the promising artificial intelligence market.
Artificial intelligence automation technology, which is emerging as the core technology of the 4th industrial revolution, has been applied to replace human in various fields such as cyber security, healthcare, and commerce. While such an automated system positively affects human welfare, it has recently been mentioned that it can infringe upon the autonomy of human self-determination and selection and cause psychological reactance. This study was designed to investigate the influence of threat of individual’s choice freedom by artificial intelligence on user evaluation and the mediating role of psychological reactance. Also, the moderating role of source credibility in the relationship between perceived psychological reactance and user evaluation of artificial intelligence was examined. The results from 108 participants provided evidence that (a) threat of choice freedom negatively influence on perceived psychological reactance, (b) perceived psychological reactance negatively influence on user evaluation of artificial intelligence, (c) perceived psychological reactance partially mediated the relationship between threat of choice freedom and user evaluation, (d) source credibility moderated the relationship between threat of choice freedom and perceived psychological reactance and (e) the mediation effect of psychological reactance was moderated by source credibility. Based on these findings, theoretical and practical implication were presented and limitations with direction for future research were discussed.
This study is performed to examine the effects of social distance and two different types of advertising messages on ad notice and attitudes in cooperative advertising. Possible hypotheses were social distance will interact with two different types of advertising messages in ad notice and attitudes. This study divided participants into 4 experimental groups with social distance(close vs. far) and two different types of advertising messages(concrete vs. abstract message). A total of 4 experimental ads were used in this experiments, one for each experimental group. A total of 158 participants were allocated to a 4 experimental groups, participated in the experiment. Two-way ANOVA showed that there was significant interacting effects in ad notice and attitudes between social distance and two different types of advertising messages. That is, the concrete message is considered more effective in building ad notice and attitudes to the experimental group with close social distance to brands in cooperative advertising, while the abstract message is more effective in building ad notice and attitudes to the group with far social distance to brands in cooperative advertising. Based on the results, theoretical and practical implications as well as limitations and further research directions were presented and discussed.
This research focused on the common attribute of two products. Common attribute is a word for attribute that belongs to both products which also are identical in their level. Traditional view of common attribute was that it cannot influence choice. However, recent studies have proved that common attribute could, in fact, influence consumer’s choice through expectation disconfirmation. Current research attempts to broaden this result and find robustness. For this, current research has examined the effect of common attribute according to the direction of expectation-disconfirmation. Particularly, each product contains a determinant attribute which plays the biggest role on consumer’s purchase. If an attribute that is covariant with the determinant attribute appears to be the same, because consumers expect the alternative with higher determinant attribute to be better on covariant attribute, this will bring negative expectation-disconfirmation. On the other hand, if an attribute that is complementary to the determinant attribute appears to be common, this will deliver positive expectation-disconfirmation. This direction of expectation disconfirmation can predict the change of preferences. To testify this effect, we presented different types of common attribute to participants and examined their choice among two products. The result of chi-square test indicated there are significant difference according to the type of common attribute. Also, it was able to observe decrease in the effect of common attribute when expectations consumers held were aggregated through messages. Result of this paper can be useful for marketers who tries to establish strategies to promote their products. This result indicates that not only unique attributes, but also common attributes can play a role of increasing choice share. Additionally, this result shows that which kind of attributes should be used as common attribute. This result also has theoretical implications in that it showed context effect and expectation-disconfirmation played a role in attribute domain.
This study was conducted to develop and validate a scale measuring a social exclusion experience of an individual. Based on the study of Gilman et al. (2013) who developed a scale to measure a response tendancy toward social exclusion, we developed and validated a Korean version of social exclusion experience scale items. The results of the exploratory and the confirmatory factor analysis confirmed that the scale consists of 2 factors and each factor has 8 items. Then, it was confirmed that the social exclusion experience scale developed in this study shows a high level of convergent and discriminant validity with theoretically related constructs. In addition, we conducted a validation analysis of a short version of the two factors to achieve a parsimony of the scale. It was found that the short version of the scale consists of the same two factors as the original scale and each factor has 4 items. The usefulness of the Korean version of social exclusion experience scale and its implications for further research are discussed.
The purpose of this study was to verify the impact of the expenditure category itself's justification on the consumer's willingness to spend. Results indicated that when expenditure cannot be justified with the remaining budget of the expenditure account, justificableness of expenditure category affected consumer's willingness to spend. It was also shown that individuals with higher frugality are more willing to spend for expenditure that are related to more justifiable category. Finally, when a expenditure could be interpreted to two expenditure categories, consumers showed willingness to spend to interpret the expenditure as a more related to justifiable expenditure category. Implications, limitations, possible future studies were discussed.