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ISSN : 1229-8778
This study analyzes intention to attention and amount of willingness to pay when applying participatory pricing strategies, Pay-What-You-Want (PWYW) and Name-Your-Own-Price (NYOP), in contrast to traditional fixed pricing for classical concert attendance. The experiments involved three demographically similar respondent groups, presented with a hypothetical situation of attending a regular concert by the Seoul Symphony Orchestra. We utilized five scenarios: fixed price, PWYW and NYOP without reference price, and PWYW and NYOP with specified reference price. The results revealed an increase in intention to attend under participatory pricing strategies compared to fixed pricing. Regarding the amount of willingness to pay, NYOP scenario with referencing price exhibited the lowest amount, while PWYW without referencing price had the highest. Expected revenue was higher under all participatory pricing strategies compared to the fixed pricing case. Furthermore, PWYW resulted in higher intention to attend and amount of willingness to pay compared to NYOP. Notably, when reference price was introduced, the amount of willingness to pay decreased in comparison to scenarios without reference price. This study holds academic significance as the first research in Korea comparing fixed pricing, PWYW, and NYOP. The findings offer insights into how domestic consumers respond to prominent participatory pricing strategies, providing implications for appropriate price setting for cultural and artistic contents.
New product offer new benefits or advantages to consumers, but they also carry risks or disadvantages because they are new and unproven. In this study, we examined the effect of priming other users on purchase intention of a new product. Specifically, we propose that priming the other user (i.e., shared use), rather than using the product alone(i.e., individual use), will result in higher-level construals by adopting another person’s perspective and, as a result, a consumer will perceive the desirable value higher and feasible risk lower. In Study 1, we selected an innovative product as a new product and investigated priming other user would increase the purchase intention rather than priming using alone. The analysis showed that purchase intention increased when the advertising messaged primed the use of the product with others, and this was mediated by the difference of construal level. In Study 2, to further confirm the role of construal level, we divided participants into three conditions (construal level: high vs. low vs. control) after priming other user. Eco-friendly product was selected as a stimlui for study 2. The results showed that the participants in low construal level condition perceived feasibility risk (usage risk) higher and desirability (ultimate value) lower, resulting in lower purchase intention compared to those in other two conditions. The results of this study confirm that for new products that convey both benefits and risks, bringing the perspective of others into an individual’s purchase consideration, i.e., shared use priming, can increase the purchase intention by moving the consumer’s construal level higher. Furthermore, the results suggest that in situations where consumers intend to purchase a product for shared use, emphasizing the instrumental benefits of a product may be counterproductive.
This study investigated the effect of the ideal model body on consumers as the spreading usage of the ideal model body. In general, self-threat occurs when an ideal body type of the model is exposed to an individual with a negative self-body image, and this self-threat causes a negative reaction to advertisements in which the ideal model appears. Therefore, this study attempted to find an advertising method that can alleviate self-threat. In a 2 (self body image: positive vs. negative) × 2 (model body type: ideal vs. realistic) x 2 (model presentation type: reality vs. silhouette) between-subject design, we tested the effects of these factors on self-threat and advertising attitudes, and measured visual attention to the model’s abdomen. The results of the study follow. First, when the model is presented in reality, it was found that when the self-body image is negative, self-threat increases. Second, it was found that the advertising attitude was higher under each negative self-body image condition, and in the condition in which the image of the model was presented as reality. Third, the visual attention to the model’s abdomen confirmed a faster entry time, more fixation count towards the target region. This study’s theoretical implication is that it used a new variable called silhouette to alleviate self-threat that can be caused by models of ideal body types, and measures visual attention according to self-body image, model body type, and model presentation type, which yield the same results as existing studies. In addition, it has practical implications in that it provides the advantage of using models of ideal body types by empirically confirming that models of ideal body types increase self-threat but have a positive effect on attitude toward advertising.
This study explores how the level of parasocial interaction (PSI) and fandom formation that You Tube users experience when watching content affects their YouTube viewing behavior. Data was collected online survey from You Tube users aged 14 and older, with a total of 322 respondents who reported that they primarily watch recorded video content (250) or live-streamed content (72). Participants responded to questions about their PSI toward You Tubers, fandom toward the specific You Tubers, and behavioral intentions (to continue watching, donate, and purchase You Tuber’s goods). The results of the analysis showed that the degree of PSI, the degree of fandom formation, intention to donate to You Tuber, and the intention to purchase You Tuber’s goods were higher when watching live-streaming content than recorded video content. Second, user’s PSI experience had a positive effect on fandom formation, but no direct effect on viewing behavior. Third, the higher level of fandom was associated with higher intention to viewing behavioral intentions. Finally, we found that the differences in viewing behavioral intentions based on content types was not directly mediated by PSI, but was enhanced by sequentially mediated by PSI and fandom. This study confirms that the PSI experienced by You Tube viewers strengthens formation of fandom, and that fandom is a important factor that positively shapes the viewers’ behavioral intentions (continuous watching, donation, purchasing goods). These results suggest that You Tube creators should improve the viewers’ PSI experience by providing more communication opportunities with viewers when creating You Tube content.
Upcycling is the redesign of discarded waste or unwanted products to make them more valuable than they were originally. Not only are upcycled products made by selecting and collecting specific materials, but they are also often available in limited quantities because they are uniquely designed or handmade to differentiate them from typical mass-produced products. As a result, the price of upcycled products tends to be higher than the standard price of the same product category, and communication strategies that emphasize the environmental value of upcycled products to consumers are often used to overcome this. This study focuses on the characteristics of such upcycled products. The purpose of this study was to test the effect of scarcity messages based on limited quantities and processing fluency, which explains the feasibility of upcycling in an easy-to-understand manner, on purchase intention of upcycled products. The experiment was a 2 × 2 between-subjects factorial design with scarcity message (treatment vs. control) and processing fluency (high vs. low). 121 participants were randomized to the experimental conditions and each participant was exposed to a condition-specific ad. We then measured purchase intentions of the advertised upcycled products and found that the main effect of the scarcity message and the interaction effect between the two variables were statistically significant. Specifically, intention to purchase the upcycled product was higher when presented with a limited quantity scarcity message, and this effect was more pronounced in the high processing fluency condition. Therefore, it is recommended that scarcity messages be utilized in the advertising of upcycled products, preferably in conjunction with clear messages that facilitate understanding of the feasibility or suitability of upcycling (high processing fluency condition).
With the advancement of artificial intelligence technology, intelligent agents capable of understanding natural speech, automatically assessing situations, and actively performing tasks are now serving as personal assistants in various contexts. Recognizing that intelligent agents serve as aides in decision-making and goal achievement, this study explores whether the acceptance of suggestions from these agents varies based on communication methods. Specifically, we investigated how an intelligent agent’s communication method affects intentions to accept suggestions in situations where the agent may struggle to achieve a long-term goal. The findings revealed that the ‘Don’t’ communication method of the intelligent agent was associated with a higher intention to accept suggestions compared to the ‘Can’t’ communication method in scenarios involving non-conforming behavior choices. However, there was no discernible difference between the two methods in situations where delayed action conforming to the goal was required. This study is significant as it underscores the impact of communication methods employed by intelligent agents when users engage in goal-inappropriate behavior during long-term goal pursuits.