International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Diagnosticity of Product Names and Product Evaluations in M-Shopping

  • Received : 2020.08.31
  • Accepted : 2020.09.15
  • Published : 2020.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

With the limited product information available in the m-shopping context, product-naming strategies affect consumer choices by expressing the key product features or the brand's images. Given the increasing dominance of the mobile commerce in consumption across various product categories, few studies have examined the role of product naming in consumer choices in the m-shopping. In filling the research gap, this study empirically analyzes the influence of the perceived diagnosticity of product names in m-shopping on consumer attitude towards the product. Moreover, the study tests the moderating influences of the individual characteristics of consumers (i.e., age, gender, and m-shopping experience) in the dynamics of the perceived diagnosticity impacting the product evaluations. The results of the study using an online survey reveal that the perceived diagnosticity of the product names significantly increases consumer attitude towards the product. Additionally, the moderating effects of gender, age, and m-shopping experience are all found significant: (1) The positive influence of the perceived diagnosticity of the product names is greater for males than for females. (2) The older the respondent, the more statistically significant the positive influence on diagnosticity. (3) The more respondents having m-shopping experience, the more positive the impact of the diagnosticity. Implications and limitations of the study are discussed.

Keywords

References

  1. Ahn, H.-S., and Kim, H.-C. (2019). A study of identity application to mobile device. Chohyung Design Research, 22(1), 285-302.
  2. Holmes, A., Byrne, A., & Rowley, J. (2014). Mobile shopping behaviour: Insights into attitudes, shopping process involvement and location. International Journal of Retail & Distribution Management, 42(1), 25-39. https://doi.org/10.1108/IJRDM-10-2012-0096
  3. Kim, K.H. (2019). A study on the application of consumer interface design in online shopping environment. Design Research, 4(1), 7-14.
  4. Koo, D., & Lee, J (2011) Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online vs. offline environment. Computers in Human Behavior, 27(1), 1740-1750. https://doi.org/10.1016/j.chb.2011.03.001
  5. Stoner, J.L., Loken, B., & Blank, A.S. (2018). The name game: How naming products increases psychological ownership and subsequent consumer evaluations. Journal of Consumer Psychology, 28(1), 130-137. https://doi.org/10.1002/jcpy.1005
  6. Yoh, E.A. (2011). Comparative experimental research on product evaluations and approach behaviors of utilitarian and hedonic clothing in on-line and off-line settings. Journal of the Korean Society of Clothing and Textiles, 35(6), 635-645. https://doi.org/10.5850/JKSCT.2011.35.6.635
  7. Kim, S.T., & Ahmad, M. (2019). A study on mobile marketplace UI / UX. Digital Management Review, 5(2), 19-25.
  8. Ahn, D.-K. & Yu, G.-B. (2018). The effects of diagnosticity and metaphor of a product name on consumers' product evaluation. Journal of Consumer Studies, 29(3), 137-156. https://doi.org/10.35736/jcs.29.3.7
  9. Hernandez, J.M.C., Han, X., and Kardes, F.R. (2014). Effects of the perceived diagnosticity of presented attribute and brand name information on sensitivity to missing information. Journal of Business Research, 67(5), 874-881. https://doi.org/10.1016/j.jbusres.2013.07.006
  10. Cho, J., & Lee, E. (2017). Impact of interior colors in retail store atmosphere on consumers' perceived store luxury, emotions, and preference. Clothing & Textiles Research Journal, 35(1), 33-48. https://doi.org/10.1177/0887302X16675052
  11. Na, J.H. (2013). Which name is preferred?: Effects of the need for cognition, mood and need for uniqueness. Journal of Product Research, 31(6), 39-50.
  12. Natarajan, T., Balasubramanian, S.A., & Kasilingam, D.L. (2018). The moderating role of device type and age of users on the intention to use m-shopping applications. Technology in Society, 53(May), 79-90. https://doi.org/10.1016/j.techsoc.2018.01.003
  13. Park, C., Jun, J.-K. & Lee, T.-M. (2015). The effects of customer characteristics on mobile shopping satisfaction. International Business Journal, 26(2), 99-128. https://doi.org/10.14365/ibj.2015.26.2.4
  14. Park, H.-S.& Gwag, W.-S. (2003). A study on consumers' perception of relations between price and quality. The Korean Psychological Association, 4(2), 1-21.
  15. Meyers-Levy, J., &. Tybout, A.M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54. https://doi.org/10.1086/209192
  16. Clarke, K., & Belk, R.W. (1979). The effects of product involvement and task definition on anticipated consumer effort. ACR North American Advances.
  17. Rigaux-Bricmont, B. (1982). Influences of brand name and packaging on perceived quality. In NA - Advances in Consumer Research Volume 09, eds. Andrew Mitchell, Ann Abor, MI: Association for Consumer Research, 472-477.
  18. Shapiro, S., & Krishnan, H. S. (1999). Consumer memory for intentions: A prospective memory perspective. Journal of Experimental Psychology: Applied, 5(2), 169-189. https://doi.org/10.1037/1076-898X.5.2.169
  19. Aaker, D. A. (1991). Managing brand equity. NY: Free Press.
  20. Zinkhan, G. M., & Martin Jr., C. R. (1987). New brand names and inferential beliefs: Some insights on naming new products. Journal of Business Research 15(2), 157-172. https://doi.org/10.1016/0148-2963(84)90046-8
  21. Bristow, D.N., Schneider, K.C. & Schuler, D.K. (2002). The brand dependence scale: measuring consumers' use of brand name to differentiate among product alternatives. Journal of Product & Brand Management, 11(6), 343-356. https://doi.org/10.1108/10610420210445488
  22. Keller, K.L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity, 5th Edition. Pearsons.
  23. Mahaeswaren, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365. https://doi.org/10.1086/209403
  24. Ahn, D.-K. & Yu, G.-B. (2018). The effects of diagnosticity and metaphor of a product name on consumers' product evaluation. Journal of Consumer Studies, 29(3), 137-156. https://doi.org/10.35736/jcs.29.3.7
  25. Aghakhani, N., Salehan, M., & Zhang, S. (2017). The dimensions of review comprehensiveness and its effect on review usefulness: A latent Dirichlet allocation approach. E-business and Ecommerce Digital Commerce, 24, retrieved from https://aisel.aisnet.org/amcis2017/eBusiness/Presentations/24/
  26. Dick, A., Chakravarti, D., & Biehal, G. (1990). Memory-based inferences during consumer choice. Journal of Consumer Research, 17(1), 82-93. https://doi.org/10.1086/208539
  27. Chung, J., & Eoh, J. (2019). Naming strategies as a tool for communication: application to movie titles. International Journal of Advertising, 38(8), 1139-1152. https://doi.org/10.1080/02650487.2019.1593719
  28. Navarro, D. M.-C., Diaz, E., Rico, M. G., & Collado, A. M. (2019). Examining consumer luxury brandrelated behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & Behavior, 200(1), 104-110. https://doi.org/10.1016/j.physbeh.2018.03.028
  29. Jackson, L.A., Witt, E.A., Games, A.I., Fitzgerald, H.E., von Eye, A., & Zhao, Y. (2012). Information technology use and creativity: Findings from the children and technology project. Computers in Human Behavior, 28(2), 370-376. https://doi.org/10.1016/j.chb.2011.10.006
  30. Firat, A.F., & Dholakia, N. (2006). Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing. Marketing Theory, 6(2), 123-162. https://doi.org/10.1177/1470593106063981
  31. Wu, L.H., Wu, L.-Ch., & Chan, S.-C. (2016). Exploring consumers' intention to accept smartwatch. Computers in Human Behavior, 64(1), 383-392. https://doi.org/10.1016/j.chb.2016.07.005
  32. Borges, A., Babin, B. J., & Spielmann, N. (2013). Gender orientation and retail atmosphere: effects on value perception. International Journal of Retail & Distribution Management, 41(7), 498-511. https://doi.org/10.1108/IJRDM-02-2012-0014
  33. San-Martin, S., Prodanova, J., and Jimenez, N. (2015). The impact of age in the generation of satisfaction and WOM in m-shopping. Journal of Retailing and Consumer Services, 23(March), 1-8. https://doi.org/10.1016/j.jretconser.2014.11.001
  34. Meyers-Levy, J., &. Tybout, A.M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54. https://doi.org/10.1086/209192
  35. Kim, S. (2015). Study on the relationships among images toward professional sports in Korea, attitudes, behavioral intentions and involvement. Journal of the Korean Society of Sports Science, 24(6), 687- 699.
  36. Fornell, C., & Larcker, D.F. (1981). Evaluating structural equations with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104