• Journal of the Korea Convergence Society
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• v.8 no.3
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• pp.163-168
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• 2017

This study empirically examines the differences in attitude and memory effect according to the product knowledge (high knowledge / low knowledge) and temporal distance (near future / far future) in the new product preannouncing strategy of companies through Facebook Respectively. Experiments were conducted by inserting the experiment into a virtual web browser using Facebook 's actual brand fan page and then connecting the experiment to the experimental banner site. As a result of research, when preannouncing new products are released in the near future, low knowledge consumers have made judgments of purchasing decisions because GRM judgments are more favorable than property information (ARM) judgments, but preannouncing is a new product At the time of launch, highly-knowledgeable consumers had a positive effect on the property information (ARM) judgment of the product rather than the comprehensive information (GRM) judgment. In addition, when preannouncing was introduced in the near future, the attitudes of the products between the low-knowledge consumers and the high-knowledge consumers were all positive, but when the new products were launched in the distant future, Product attitude was negative.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.544-560
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• 2018

Cause-Related Marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from Cause-Related Marketing as a strategic marketing activity. The purpose of this study is to analyze the effects of message of Cause-Related Marketing on consumer attitude, and to examine the moderating effects of ethical consumption propensity, social trust and types of product(utilitarian vs. hedonic) on consumer's product attitude. The research results show that consumers tend to adopt a positive attitude towards those advertisements with Cause-Related Marketing message. In the meanwhile, the ethical consumption propensity and social trust also have moderating effects on Cause-Related Marketing message's influence, but the types of product have no moderating effect. Based on the findings, the theoretical and managerial implication are discussed. In addition, some limitations of this study and future research directions are discussed.

• Journal of Intelligence and Information Systems
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• v.28 no.2
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• pp.75-100
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• 2022

Untact mobile commerce shows a rapid growth due to the prolonged COVID-19 pandemic. And companies have a lot of tough competition in this trend. However, the detail pages of products which play an important role in purchase decision have been provided mostly for consumers in a form of stereotyped information composition. This study has found that the form of (image-centered vs. text-centered) information composition of detailed descriptions of products in the detail pages of mobile products has an effect on product attitude and purchase intention as consumers' information appeal methods vary depending on product types (search goods vs. experience goods). That is, search goods whose information search is easy and whose quality is predictable could be found that product attitude and purchase intention have a more positive effect on the form of image-centered information composition. And experience goods whose quality is unpredictable could be found that product attitude and purchase intention have a more positive effect on the form of text-centered information composition. And effects of congruence between product types based on Higgins' regulatory focus theory and the form of information composition have found to vary depending on consumers' chronic regulatory focus. Promotion focus seeking consumers showed effects of congruence between product types and the form of information composition and prevention focus seeking consumers did not show effects of congruence between them. That is, promotion focus seeking consumers have found to have more positive product attitude and purchase intention in the form of image-centered information composition of experience goods and text-centered information composition of search goods. And prevention focus seeking consumers have found to be unable to have an effect on product attitude and purchase intention even though the form of image or text-centered information composition of search and experience goods is presented. The study implies that the form of information composition should be designed, produced, and provided for consumers by considering product types and consumer propensity when designing it in the detail pages of mobile products.

• Journal of the Korean Data and Information Science Society
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• v.20 no.3
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• pp.563-575
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• 2009

This research has found logical data directly influencing forming consideration set and attitude and attitude strength under the choosing situation based on memory-base proposed by Priester et. al (2004). We've examined the possibility of model extension through physical salient strength according to the location of product display as an external stimulate factor and attitude and attitude strength, consideration set and role on variable choice. Especially, this research practically proposed the method measuring directly the attitude on behavior instead of seeing the intension of behavior or behavior by measuring the behavior itself based on existing experiment methods and applied logistics regression analysis. In conclusion, this research confirmed the possibility of generalization of this model by verifying appropriateness through logical background and actual analysis based on stimulus-base proposed model characters as an integrated model relation between attitude in stimulus-based relation and decision-making.

• Knowledge Management Research
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• v.24 no.4
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• pp.87-102
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• 2023

Awe is recognized as an emotion linked to enhancing openness to new experiences and broadening one's cognitive perspective through the acquisition of new knowledge. This research aimed to investigate awe's impact on consumer behavior in advertising, using a 2 (emotion: awe/control) × 2 (product type: innovative/non-innovative) experimental design with 118 undergraduate students in Seoul, Korea. Findings revealed that awe-inducing advertising significantly increases product preference and positive technology readiness, particularly for innovative products compared to non-innovative ones or when awe is not elicited. The analysis of moderated mediation showed that positive technology readiness plays a mediating role in the relationship between awe induction and product preference. Notably, in the case of innovative products, awe-inducing advertising heightens positive technology readiness, subsequently increasing consumer preference for these products. These results reinforce existing literature on awe's positive effects, demonstrating its role in augmenting consumers' favorable attitudes toward innovative products. The study offers valuable insights for marketing strategies of companies promoting innovative products or services, highlighting the effectiveness of awe-inducing emotional appeals in shaping consumer attitudes towards innovation.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.267-273
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• 2010

This study is about to reveal the connections and the importance of China's country image, product image, and purchase intention. Following are the results of the empirical analysis summary. First, in country's national image, except political image, economic image and cultural image have a positive (+) impact on the product image is true. Secondly, a country's product image have a positive (+) impact on purchase intention. Therefore, consumer tend to improve purchase intention when China's product image increase. In summary, consumers' purchase intention can obtain the best positive result, when a country's national image is set as the core factor, which combines and improves concurrently with one's product image.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.4
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• pp.618-630
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• 2013

This study investigates the influence of consumption value on attitude and the repurchase intention of secondhand fashion goods. In addition, this study examines the effect of consumption value on attitudes according to self-confidence in fashion coordination. Questionnaire data from 220 university students who made purchases of secondhand fashion goods were analyzed. The results were as follows. First, there were 5 factor solutions for the consumption value of secondhand fashion goods: rare value, emotional value, functional value, social contribution value, and economic value. Second, rare value, social contribution value and economic value had a positive impact on the attitude toward secondhand fashion goods. Third, attitude had positive impact on the repurchase intention of secondhand fashion goods. Fourth, there was a significant difference in the magnitude of the effect of consumption value on attitude according to self-confidence in fashion coordination. The results of this study provide various guidelines for marketers or retailers who are interested in secondhand fashion goods.

• Journal of Fashion Business
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• v.16 no.1
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• pp.137-149
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• 2012

The purpose of this study was to identify the factor structure of sociocultural attitude toward Appearance, pursuit of clothing benefits, ambivalent consumption of fashion product and the effects of sociocultural attitude toward appearance and pursuit of clothing benefits on ambivalent consumption of fashion product. Questionnaires were administered to 425 women living in Deagu Metropolitan City and Kyungbook province. The data collected were analyzed by using frequency, factor analysis, multiple regression, ANOVA, and Duncan-test. The findings are as follows. Sociocultural attitude toward appearance was composed of two factors such as internalization, and awareness. Pursuit of clothing benefits was composed of four factors such as individuality oriented, social oriented, fashion leadership oriented, and body oriented. Ambivalent consumption of fashion product was composed of three factors such as style/price ambivalence, place of purchase ambivalence, and brand ambivalence. The effects of sociocultural attitude toward Appearance and pursuit of clothing benefits on each of ambivalent consumption of fashion product variables like style/price ambivalence, place of purchase ambivalence, and brand ambivalence were explained by the factors such as internalization, and awareness, and individuality oriented, social oriented, fashion leadership oriented, and body oriented.

• Proceedings of the Korea Information Processing Society Conference
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• 2017.04a
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• pp.625-628
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• 2017

최근 산업의 급격한 발전으로 부품의 정밀한 가공에 대한 요구치가 높아지고 있다. 또한 생산 공장에서 기계를 효율적으로 운용하기 위해 가공된 제품을 정밀하게 분석 할 필요가 있다. 이를 위해서는 육안으로 판단할 수 없는 미세한 차이를 구분 할 수 있어야한다. 이전 연구에서는 2차원적으로만 분석이 가능했으며, 분석 가능한 시스템은 PCB 회로편심, 폭, 원의 지름 등 이였다. 하지만 정밀한 제품을 생산하기 위해 2차원만으로 제품을 분석하기에는 무리가 있다. 따라서 본 논문에서는 3차원을 통해 제품의 입체형상을 제공하고 실제 단면의 모습을 구체화하여 기존의 2차원적 방식에서 제품의 정밀도를 더 명확하게 판단 할 수 있도록 3차원 입체형상을 더한 확장된 분석 시스템을 제안한다.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.656-677
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• 2017

This study aims to examine the effects of native advertising on consumer-brand relationship quality (BRQ) formation of the potential consumers in the context of an automotive brand. Specifically, the study verifies (1) whether the respondents cognize the content of native advertisement as an advertisement and (2) how the value dimensions of native advertising impact BRQ through brand attitude (BAT). To fulfill the purposes, the researchers categorized three types of advertisements (product, brand and non-commercial) and then showed three manipulated stimuli to potential consumers in the automotive market before measuring. The findings drawn from the 345 valid cases are as following. First, the rate of respondents' advertising recognition is low in the non-commercial advertisement, while it is high in ones of product and brand. Second, most of the respondents perceive less irritation toward the native ads, especially toward the non-commercial advertisement. Third, the entertainment and informativeness of native advertising positively influence BRQ, while the effect of irritation on BRQ is negative. Also, the effects of advertising value dimensions on BRQ are all mediated by BAT.