Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Consumer Propensity and Brand Attitude on Brand Extension Assessment: Focused on Easy Mobile Payment Services

소비자 성향과 브랜드 태도가 브랜드확장평가에 미치는 영향: 모바일 간편결제 서비스를 중심으로

  • Lee, Seung Sin (Department of Global trade and Consumer, Konkuk University) ;
  • Lin, Hai Bo (Department of Consumer Information Science, Konkuk University) ;
  • Kim, Kyoung Young (Department of Consumer Information Science, Konkuk University) ;
  • Yu, Jiang Chuan (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Young Hee (Industry-academy Cooperation Foundation, Chungwoon University)
  • 이승신 (건국대학교글로벌비즈니스학부) ;
  • 임해파 (건국대학교소비자정보학과) ;
  • 김경영 (건국대학교소비자정보학과) ;
  • 우강천 (건국대학교소비자정보학과) ;
  • 이영희 (청운대학교산학협력단)
  • Received : 2017.03.29
  • Accepted : 2017.06.29
  • Published : 2017.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.

Keywords

References

  1. Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13 (4), 27-32. http://dx.doi.org/10.1108/eb039503
  2. Aaker, D. A. (1996). Building strong brands . New York: The Free Press.
  3. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54 (1), 27-41. http://dx.doi. org/10.2307/1252171
  4. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior . Englewood-Cliffs, NJ: Prentice-Hall.
  5. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  6. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13 (4), 411-454. https://doi.org/10.1086/209080
  7. AMA. (1998). Retrieved January 15, 2017, from https://www.ama.org/
  8. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (4), 644-656. https://doi.org/10.1086/209376
  9. Bae, J. A. (2002). A study on the determinants of website loyalty for on-line users. KoreanJournal of Journalism & Communication Studies, 46 (2), 380-411.
  10. Bae, W. A., & Kim, H. B. (2015). Effect of the perceived service quality of the parent brand on customers' purchase intention of hotels F&B extended brands: Focusing on mediation of the awareness on the parent brand. Journal of Foodservice Management, 18 (3), 179-202.
  11. Baek, K. M., & Lee, K. C. (1996). The propensity for conspicuous consumption of urban housewives and its related factors. Family and Environment Research, 34 (1), 161-176.
  12. Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84 (2), 191-215. https://doi.org/10.1037/0033-295X.84.2.191
  13. Bandura, A. (1997). Self-efficacy: The exercise of control . New York: W. H. Freeman.
  14. Berkowitz, E. N., Walton, J. R., & Walker, O. C. (1979). In-home shoppers-market for innovative distribution-systems. Journal of Retailing, 55 (2), 15-33.
  15. Buellingen, F., & Woerter, M. (2004). Development perspectives, firm strategies and applications in mobile commerce. Journal of Business Research, 57 (12), 1402-1408. https://doi.org/10.1016/S0148- 2963(02)00429-0
  16. Cho, K. J. (2009). A study on the effect of usage satisfaction and purchasing behavior by the pre-purchasing plan of DMB cellular phone (Unpublished doctoral dissertation). Kwangwoon University, Seoul, Korea.
  17. Choi, Y. J., & Kim, H. C. (2016). An empirical analysis of the factors influencing intention to use mobile easy payment service applying MPTAM (Mobile Payments Technology Acceptance Model) of university students. Journal of Financial Consumers, 6 (1), 109-133.
  18. Digieco. (2015). Mobile native generation, mobile and content use in their 20s. Retrieve February 20, 2017, from http://www.digieco.co.kr/
  19. DMC Report. (2015). Retrieved February 10, 2017, from http://www.dmcreport.co.kr/
  20. DMC Report. (2016). Retrieved February 10, 2017, from http://www.dmcreport.co.kr/
  21. Doll, J., & Ajzen, I. (1992). Accessibility and stability of predictors in the theory of planned behavior. Journal of Personality and Social Psychology, 63 (5), 754-765. http://dx.doi.org/10.1037/0022-3514.63.5.754
  22. Dweck, C. S. (2000). Self-theories: Their role in motivation, personality, and development . Hove: Psychology Press.
  23. Dweck, C. S., Chiu, C. Y., & Hong, Y. Y. (1995). Implicit theories and their role in judgments and reactions: A word from two perspectives. Psychological Inquiry, 6 (4), 267-285. http://dx.doi.org/10.1207/s15327965pli0604_1
  24. Dutta, S., & Segev, A. (1999). Business transformation on the internet. European Management Journal, 17 (5), 466-476. https://doi.org/10.1016/S0263-2373(99)00032-8
  25. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001). Consumer behavior . New York: Harcourt College Publishers.
  26. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  27. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.2307/3151312
  28. Foxall, G. R. (1988). Marketing new technology: Markets, hierarchies, and user-initiated innovation. Managerial and Decision Economics, 9 (3), 237-250. https://doi.org/10.1002/mde.4090090309
  29. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27 (1), 51-90. https://doi.org/10.2307/30036519
  30. Gist, M. E., & Mitchell, T. R. (1992). Self-efficacy: A theoretical analysis of its determinants and malleability. Academy of Management Review, 17 (2), 183-211. https://doi.org/10.5465/amr.1992.4279530
  31. Han, J. H., Jae, S. H., Kim, B. H., & Park, J. S. (2015). Effects of consumer trust and perceived usefulness on mobile payments and online shopping website loyalty. Journal of Digital Convergence, 13 (12), 75-87. https://doi.org/10.14400/JDC.2015.13.12.75
  32. Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? Journal of Consumer Research, 18 (4). 475-492. https://doi.org/10.1086/209275
  33. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7 (3), 283-295. https://doi.org/10.1086/208816
  34. Hofstetter, C. R., Sallis, J. F., & Hovell, M. F. (1990). Some health dimensions of self-efficacy: Analysis of theoretical specificity. Social Science & Medicine, 31 (9), 1051-1056. https://doi.org/10.1016/0277- 9536(90)90118-C
  35. Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22 (1), 1-16. https://doi.org/10.1086/209431
  36. Hong, J. W. (2015, June 3). FinTech revolution: FinTech Korea armed with IT ... Defend the golden time. Maeil Business News Korea . Retrieved February 10, 2017, from http://www.mk.co.kr/
  37. Hong, Y. Y., Chiu, C. Y., Dweck, C. S., & Sacks, R. (1997). Implicit theories and evaluative processes in person cognition. Journal of Experimental Social Psychology, 33 (3), 296-323. https://doi.org/10.1006/jesp.1996.1324
  38. Hwang, B. C., Chung, K. S., & Noh, M. J. (2016). An empirical study on relationships between characteristics of mobile payment services and continuance intention. Korean Business Education Review, 31 (4), 591-615.
  39. Hwang, J., & Yu, H. S. (2016). A study of factors affecting the intention to use a mobile easy payment service: An integrated extension of TAM with perceived risk. The Journal of Information Technology and Architecture, 13 (2), 291-306.
  40. Im, S., Bayus, B. L., & Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics, and newproduct adoption behavior. Journal of the Academy of Marketing Science, 31 (1), 61-73. https://doi.org/10.1177/0092070302238602
  41. Jeong, J. (1997). The actual situation of the consumer society and search for the desirable consumption culture . Seoul: Korea Consumer Agency.
  42. Jo, E. A. (2017, February 7). Elegant siblings, the easy payment service 'Baemin Pay' launched. Money To Day . Retrieved February 17, 2017, from http://www.mtn.co.kr/
  43. John, D. R., Loken, B., & Joiner, C. (1998). The negative impact of extensions: can flagship products be diluted? The Journal of Marketing, 62 (1), 19-32. https://doi.org/10.2307/1251800
  44. Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of business research, 56 (7), 505-511. https://doi.org/10.1016/S0148-2963(01)00250-8
  45. Kang, J. S. (2015). Innovative service characteristics of sport brand application impact on accepting attitude and intention to recommendation. Journal of Sport and Leisure Studies, 61 , 227-236.
  46. Kang, L. J., & Sin, J. B. (2006). An analysis on the determinants of consumers' decision to purchase cosmetics by their consumption propensity. Journal of Consumption Culture, 9 (4), 83-103.
  47. Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29 (4), 595-600. https://doi.org/10.1086/346254
  48. Keller, R. T. (2001). Cross-functional project groups in research and new product development: Diversity, communications, job stress, and outcomes. Academy of Management Journal, 44 (3), 547-555. https://doi.org/10.2307/3069369
  49. Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26 (3), 310-322. https://doi.org/10.1016/j.chb.2009.10.013
  50. Kim, D. H. (1996). Development and application of measurement instrument of consumption propensity (Unpublished master's thesis). Korea Advanced Institute of Science and Technology, Daejeon, Korea.
  51. Kim, H. D. (2005, November). A study on the impulse buying at the internet home shopping: A search for the types of impulse buying and an analysis of impact by the product involvement and corporate reliability . Paper presented at the Conference of the Korean Association of Advertising and Public Relations, Seoul, Korea.
  52. Kim, H. I., & Lee, S. S. (2003). A study on conspicuous consumption of adolescent consumers. Family and Environment Research, 41 (7), 145-156.
  53. Kim, H. J. (2016). The affect relationship among consumption properties, selective attributes preferences and use intention in hotel customer. Journal of Tourism and Leisure Research, 28 (4), 171-188.
  54. Kim, H. J., & Choi, B. J. (2015). O2O-based social media marketing method for word-of-mouth effect: Focused on the analysis of case studies. The Journal of the Korea Contents Association, 15 (7), 403-413. https://doi.org/10.5392/JKCA.2015.15.07.403
  55. Kim, H. S., Kim, N. R., Yoo, D. K., & Shin, S. H. (2012). The effect of consumer response about sports brand application advertisement by utilizing smartphone on advertising attitude, product attitude, and purchase intention. Korean Journal of Sport Management, 17 (1), 13-28.
  56. Kim, J. A. (2006). Gender characteristics and consumption propensity depending on golfers' choice criteria for golf-wear. Fashion & Textile Research Journal, 8 (6), 655-664.
  57. Kim, J. H., & Kim, S. H. (2015). The effects of brand familiarity and relationship quality on cross buying intentions of extended franchise brand and moderating role of relationship length. Journal of Channel and Retailing, 20 (3), 63-86.
  58. Kim, K. M., & Na, J. H. (2006). The impact of knowledge about parent brand on consumer evaluation of brand extension. Journal of Business Research, 9 (1), 45-60.
  59. Kim, M. S. (2016, November 2). Samsung Pay marked the first rank at the survey for the domestic easy payment brand in November ... 2nd rank, Naver Pay, 3rd rank, Payco. Future Korea . Retrieved February 10, 2017, from http://www.futurekorea.co.kr/
  60. Kim, S. S. (2012). Differences in advertising responses and WOM communication by consumption orientation. Fashion & Textile Research Journal, 14 (3), 381-389. https://doi.org/10.5805/KSCI.2012.14.3.381
  61. Kim, Y. H. (2005). A multilevel analysis of symbolic consumption behaviors in Korean society: Based on socio-demographical, individual and social approaches (Unpublished master's thesis). Chung-ang University, Seoul, Korea.
  62. Kim, Y. S. (2000). An analysis of consumer instantly impulse purchasing propensity in cyber market. Family and Environment Research, 38 (12), 111-129.
  63. Krueger, M. (2001). The future of M-payments: Business options and policy issues (Background Paper no. 2) . Seville, Spain: Institute for Prospective Technological Studies.
  64. Kwon, H. Y., & Kim, S. D. (2013). The influence of brand reputation and chronic regulatory focus on the non-similar brand extension. Journal of Digital Convergence, 11 (2), 167-174. https://doi.org/10.14400/JDPM.2013.11.2.167
  65. Lassar, W. M., Manolis, C., & Lassar, S. S. (2005). The relationship between consumer innovativeness, personal characteristics, and online banking adoption. International Journal of Bank Marketing, 23 (2), 176-199. https://doi.org/10.1108/02652320510584403
  66. Lazer, W. (1963). Life style concepts and marketing. Toward Scientific Marketing, 15 (4), 130-139.
  67. Lee, B. B., & Seo, W. S. (2012). A study of hotel brand perceived quality and perceived brand fit on customers attitude towards midscale and economy level hotel brand extension, perceived value, and purchase intention. Journal of Tourism and Leisure Research, 24 (4), 139-158.
  68. Lee, J. A., Choi, S. H., & Hur, T. K. (2012). The implicit theories of human and society in political preferences. The Korean Journal of Social and Personality Psychology, 26 (2), 69-86.
  69. Lee, J. E., & Moon, Y. J. (2009). The influence of pricing strategy on the consumers' brand extension evaluation: Focusing on the interaction effect with perceived brand fit and brand familiarity. Journal of Consumer Studies, 20 (4), 129-151.
  70. Lee, J. H. (2013). The effects of selection attributes and purchase intention by consumption tendency of social commerce user's. The e-Business Studies, 14 (3), 285-308. https://doi.org/10.15719/geba.14.3.201308.285
  71. Lee, J. S., & Lee, M. J. (2006). Examining factors affecting the intention to use IP-TV with the extended technology acceptance model (TAM). Broadcasting & Communication, 7 (1), 100-131.
  72. Lee, J. S., Yeon, B. Y., & Park, Y. C. (2010). The relation between the acceptance of brand extension and use of parent brand: Focusing on the opencast service of Naver. Korean Journal of Journalism & Communication Studies, 54 (1), 315-336.
  73. Lee, M. S., & Jeong, S. W. (2015). Impacts of shopping preference and brand image on brand attitude of young consumers: A comparative study of global and Korean SPA brand. A Journal of Brand Design Association of Korea, 13 (4), 51-62. https://doi.org/10.18852/bdak.2015.13.4.51
  74. Lee, S. Y., & Park, J. W. (2016). A study on the intention of the use of mobile payment services: Application of the technology acceptance model. Korean Management Science Review, 33 (2), 65-74. https://doi.org/10.7737/KMSR.2016.33.2.065
  75. Lee, T. K. (2017, March 5). Pay congratulation money by smartphone...Go ahead 'cashless society'. JTBC News . Retrieved March 7, 2017, from http://news.jtbc.joins.com/
  76. Lee, Y. H., Ryu, M. H., & Lee, S. S. (2015). A study of consumer attitudes and usage intentions toward overseas direct online shopping: Focusing on the extended technology acceptance model. Journal of Consumer Studies, 26 (5), 201-222.
  77. Lee, Y. J. (2012). The effects of social media engagement on attitude toward social media advertising and advertising avoidance: Focusing on smart phone SNS Twitter and Facebook users (Unpublished master's thesis). SungkyunKwan University, Seoul, Korea.
  78. Levy, S. R., & Dweck, C. S. (1997). Implicit theory measures: Reliability and validity data for adults and children . Unpublished manuscript, Columbia University, New York.
  79. Levy, S. R., Stroessner, S. J., & Dweck, C. S. (1998). Stereotype formation and endorsement: The role of implicit theories. Journal of Personality and Social Psychology, 74 (6), 1421-1436. https://doi.org/10.1037/0022-3514.74.6.1421
  80. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23 (2), 130-143. https://doi.org/10.2307/3151660
  81. Milberg, S. J., & Sinn, F. (2008). Vulnerability of global brands to negative feedback effects. Journal of Business Research, 61 (6), 684-690. https://doi.org/10.1016/j.jbusres.2007.06.045
  82. Miltenberger, R. G., Redlin, J., Crosby, R., Stickney, M., Mitchell, J., Wonderlich, S., et al. (2003). Direct and retrospective assessment of factors contributing to compulsive buying. Journal of Behavior Therapy and Experimental Psychiatry, 34 (1), 1-9. https://doi. org/10.1016/S0005-7916(03)00002-8
  83. Moon, S. J., & Seo, S. H. (2015). Satisfaction of consumers who purchase restaurant product through social commerce: Focused on consumer innovativeness, product innovative characteristics, perceived risk, and discriminatory experience. Journal of Tourism Sciences, 39 (3), 43-58.
  84. Moon, T. H., & Park, J. Y. (2007). A study on the effects of excessive price discounts etc. on consumer purchase intention in internet shopping mall. The KIPS Transactions, 14D (4), 395-406. https://doi.org/10.3745/KIPSTD.2007.14-D.3.395
  85. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
  86. Nielsen Korea. (2016). Retrieved February 7, 2017, from http://www.nielsen.com/kr
  87. Oh, H. Y. (2015). A study of factors affecting the adoption intention of mobile easy payment service. Journal of Financial Consumers, 5 (1), 33-64.
  88. Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61 , 404-414. https://doi.org/10.1016/j.chb.2016.03.030
  89. Park, K. N. (2006 July). The importance and application of brand assets. Incham Business News, 654 , 31-33.
  90. Park, J. Y., Chae, D. B., & Xiang, M. (2016). The effect of perceived economic hardship and rational consumption on private brand purchasing intention. Journal of Channel and Retailing, 21 (4), 111-140. https://doi.org/10.17657/jcr.2016.10.31.6
  91. Park, S. J., Kim, G. H., & Han, W. H. (2015). Effect of brand extension on parent brand in mobile service. The Journal of the Korea Contents Association, 15 (1), 339-417. https://doi.org/10.5392/JKCA.2015.15.01.399
  92. Ro, H. Y. (2004). The study of unplanned purchase process by impulse in internet shopping mall (Unpublished doctoral dissertation). Sookmyung Women's University, Seoul, Korea.
  93. Rogers, E. M. (2003). Diffusion of innovations (5th ed.) . New york: Free Press.
  94. Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14 (2), 189-199. https://doi.org/10.1086/209105
  95. Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. NA-Advances in Consumer Research, 12 (1), 23-27.
  96. Seo, Y. S. (2013). A study on consumer satisfaction and willingness to recommend at different technology adoption stages of smartphone (Unpublished doctoral dissertation). Konkuk University, Seoul, Korea.
  97. Shin, Z. A., & Lee, S. J. (2010). Effects of advertising strategy on consumer evaluations in brand extensions: Focusing on perceived fit, types of advertising and brand attachment. The Korean Journal of Advertising and Public Relations, 12 (1), 257-287.
  98. Shin, S. A., Han, S. M., Ohk, K. Y., & Hong, J. W. (2016). An exploratory study on mobile information retrieval behavior according to information searching period: Focus on consumer's propensity. Journal of Consumer Studies, 27 (3), 219-239.
  99. Song, H. Y. (2017, January 14). Science hot issue: 4th industrial revolution. Etnews . Retrieved Janaury 20, 2017, from http://www.etnews.com/
  100. Statistics Korea. (2017). Online shopping trends in December 2016. Retrieve February 20, 2017, from http://kostat.go.kr/
  101. Stern, H. (1962). The significance of impulse buying today. The Journal of Marketing, 26 (2), 59-62. https://doi.org/10.2307/1248439
  102. Sung, Y. S. (1994). Materialism and types of ostentation consumption. Korean Psychological Journal of Culture and Social Issues, 1 (1), 69-82.
  103. Tauber, E. M. (1998). Brand leverage: Strategy for growth in a cost controlled world. Journal of Advertising Research, 28 (4), 26-30.
  104. Tellis, G. J. (1997). Effective frequency: One exposure or three factors? Journal of Advertising Research, 37 (4), 75-80.
  105. Witte, K. (1994). Fear control and danger control: A test of the extended parallel process model (EPPM). Communications Monographs, 61 (2), 113-134. http://dx.doi.org/10.1080/03637759409376328
  106. Yang, J. H. (2012). A study on the effects of mobile SNS service quality on the intention to continued use and recommendation. The e-Business Studies, 13 (4), 313-337. https://doi.org/10.15719/geba.13.4.201211.313
  107. Yang, Y. J. (2003). A study on the role of moderating variables to influence brand dilution effects in brand extension. Korea Marketing Review, 18 (4), 99-122.
  108. Yeo, J. S. (2010). Effects of regulatory focus, difficulty of making extension, and parent-extension similarity on brand extension evaluations. The Korean Journal of Consumer and Advertising Psychology, 11 (2), 257-272. https://doi.org/10.21074/kjlcap.2010.11.2.257
  109. Youm, D. S. (2016). Structural analysis between use motives, perceived usefulness and advertisement effect of mobile LBA (Location Based Advertising). The Korean Journal of Consumer and Advertising Psychology, 17 (2), 271-293. https://doi.org/10.21074/kjlcap.2016.17.2.271
  110. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12 (3), 341-352. https://doi.org/10.1086/208520
  111. Zinkhan, G. M., & Muderrisoglu, A. (1985). Involvement, familiarity, cognitive differentiation, and advertising recall: A test of convergent and discriminant validity. NA-Advances in Consumer Research, 12 (1), 356-361.

Cited by

  1. 브랜드 친숙도에 따른 광고 수용성이 모방 용이성과 모바일 간편결제 사용의도에 미치는 영향 vol.9, pp.4, 2017, https://doi.org/10.22156/cs4smb.2019.9.4.048