권호 표지

Asia Marketing Journal

Korean Marketing Association

  • Quarterly
  • /
  • 1598-7868(pISSN)
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  • 2765-6500(eISSN)

Aim & Scope

-Mission and Objectives Our mission is devoted to advancing the practice, research, and theory of marketing in Asia and around the world. As a flagship journal of the Korean Marketing Association (KMA), the AMJ is the leading primary source of information about new innovations in marketing practice and research in Asia. Our objective is to serve academia, practitioners, policy makers, and other stakeholders around the world by identifying issues associated with the rapidly changing and growing Asian market, developing knowledge about real-world marketing problems, and bridging the gap between theory and practice. We want to continuously publish articles that have rigor and relevance. -Scope We continue to welcome articles in areas reflecting major trends in the business environment and practices of the Asian market. We publish case studies as well as high-quality original research presenting conceptual models, theories, methodologies, empirical results, and applications on any aspect of marketing. We are open to all methodologies (i.e., qualitative, quantitative, and mixed), but manuscripts should have conceptual rigor and potential to impact marketing theory and practice. -Open Access Policy The AMJ is an open access journal, therefore, the articles will be freely available to everyone, including those who don’t subscribe to AMJ. To cover the cost of publishing, authors pay an article submission and publication fee. See fees in the page of submission guideline. -Benefits of open access High visibility: The article is made freely available via AMJ web sites. Self-archiving policy: Authors can post the final, published PDF of their article on a website, institutional repository, or other free public server. AMJ is preserved in CLOCKSS and Portico, the two leading preservation archives that guarantee persistent access for the very long term. Archiving Policy Articles from the journal are placed in the world’s major library catalogs and databases (OCLC Worldcat, ProQuest’s Summon, Ex Libris’s Primo, and EBSCO Discovery). KIJOMS is preserved in CLOCKSS and Portico, the two leading preservation archives that guarantee persistent access for the very long term. Articles also receive Digital Object Identifiers (DOIs) from the CrossRef organization to ensure they can always be found. -Copyright Copyright to all published AMJ articles lies with the Korean Marketing Association (KMA), and all authors should agree to the copyright transfer during the submission process. -Licensing Asia Marketing Journal (AMJ) published by Korean Marketing Association (KMA) is an open access journal. All articles are published under the terms of the Creative Commons Attribution License (CC-BY). This license permits unrestricted use, distribution, and reproduction provided that the authors, citation details and publisher are clearly identified. For any reuse or distribution, make clear that the article is made available under a Creative Commons Attribution License (CC-BY). -Subject Areas Marketing Analytics Communications Consumer Behavior Digital Marketing NPD and Innovation

https://amj.kma.re.kr/journal/

Volume 25 Issue 3

  1. Jeeyeon Kim;Yiling Li;Jeonghye Choi 99
    https://doi.org/10.53728/2765-6500.1613 PDF
    Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these ndings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.
  2. Jin Ho Yun 111
    https://doi.org/10.53728/2765-6500.1614 PDF
    Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach intended to enhance both the external and ecological validity of neuroscientific findings. Along with the need for embracing scientific rigor and marketing theory, more guidelines are also needed to improve the validity issues of neuroimaging uses and highlight practical directions in the nascent field of consumer neuroscience.
  3. Minyeong Yi;Suna La 126
    https://doi.org/10.53728/2765-6500.1615 PDF
    This study investigates the effects of the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.
  4. Rhino Kim;Sue Ryung Chang 148
    https://doi.org/10.53728/2765-6500.1616 PDF
    As Major League Baseball (MLB)'s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry factors such as online search and game rule changes. We find that game attendance increases as the prior winning performance of the home (away) team increases (decreases). We also find that online search and rule changes for more dynamic games moderate the effect of winning performance on game attendance.
  5. Mira Lee;Yoon-Hee Kang 160
    https://doi.org/10.53728/2765-6500.1617 PDF
    This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for leveraging this behavior.