• Asia Marketing Journal
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• v.16 no.2
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• pp.59-75
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• 2014

Although previous works have established that mood can considerably influence consumer behavior (Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previous works only examined the willingness of consumers to regulate their mood and implicitly assumed that consumers have the control to regulate their mood states. Thus, this research intends to fill the current gap in the extant literatures by investigating whether consumer locus of control (CLOC) can act as a moderator for mood effects on consumers' likelihood to purchase. In an experiment, participants' CLOC was initially measured. Afterwards, they watched different video clips to induce different mood states. Finally, participants rated their likelihood to purchase after seeing an advertisement. The results suggest that, in the positive mood, CLOC tendencies do not impact consumers' likelihood to purchase. However, in the negative mood, internal CLOC consumers show a higher likelihood to purchase than external CLOC consumers. This phenomenon occurs because consumers with high internal CLOC tendencies have the motivation to regulate their negative mood. These findings extend the extant literatures in four aspects. First, this paper shows that the CLOC tendencies could influence consumers' motivation to regulate their negative mood. Second, this research examines the moderating effect of CLOC in the relationship between mood and consumers' likelihood to purchase. Third, the results add further evidence regarding the role of negative mood in the self-regulation process. Finally, this research also shows that mood can unconsciously influence consumer behavior. This paper provides two managerial implications. First, marketers should consider the mood states and consumers' control tendencies in creating advertisements. Second, firms in retail or service business should aim to evoke a positive mood on consumers so that their CLOC tendencies would not influence their behaviors.

• Journal of Distribution Science
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• v.10 no.1
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• pp.33-42
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• 2012

This study is focused on traditional market's competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer's value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market's store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to "enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence" (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.

• Archives of design research
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• no.18
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• pp.113-121
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• 1996

Persuasion is one of the attractive channels to enhance the relation between markerters and consumers and deliver the true communication on products to the consumers. This arctic tried to examine the symbolic meaning system as a way of maximizing the visual communicational effect of persuasion, the efforts of marketers who are trying to utilize the psychology of the mass that consume the symbol rather than products and the symbol system as a mean of propaganda were analyzed as well. People in modern age, in general, place more value on the emotional assoessibility than the efficiency of the product, As a result, the ways of expression of propaganda approaching the mass are in the process of gradual change, which was another theme this article tried to explore. Ames sied that the human preoeption has a tendency to perceive things in some organized pattern, which can be applied to even untransparable and meaningless image. Human beings don't perceive what there is but what, thery believe there to be, and his peroeption are channelized by the opportunity of the past, his peroeption are channelized by the opportunity of the past, his experience of the environment, and the history of learning. To say another word, people not only recognize the objective form but also accept the inside meaning of the visual object. Their reponse to the visual object, therefore, include personal cognition, judgment, and attitued. The communication in visual design reveals the culture, society, and art in a complex symbol, and make synthetic cultural interpretation possible. It's pretty attractive, effective, and reasonable method to use symbolic meaning system as a way of persuasion. It is because communication means whole process from receiving and delivering the information and message to making common meaning system, to measuring the effect of the behavior change.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.10
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• pp.265-273
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• 2017

This study aimed to investigate the moderating effect of self-regulation on the impact of social support on job stress, by focusing on the relationship between these three variables in terms of their effects of on personal assistants for the disabled. We surveyed 330 personal assistants for the disabled and asked them what they thought about social support, self-regulation, and job stress. Among them, a total of 276 subjects were included in the analysis. Moderated multiple regression (MMS) through the simultaneous-entry method was employed for the analysis using SPSS (PASW) 18.0 and PROCESS Macro for SPSS. The main results were as follows. First, social support and self-regulation contributed to the decrease in job stress. Second, self-regulation turned out to have a moderating effect on the relationship between social support and job stress, and enhanced the effect of social support on the decrease of job stress. Lastly, the implications and limitations of this study, as well as suggestions for future research, are discussed. This study suggests that besides external resources such as social support, internal resources such as self-regulation are necessary in order to manage job stress in the field of personal assistance services for the disabled.

• Journal of Acupuncture Research
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• v.31 no.1
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• pp.75-93
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• 2014

Objectives : This study was designed to establish medical trust realization system by finding factors influential to it using questionnaire. Methods : 277 subjects were participated in this study. After a treatment, we conducted a survey from April 1st to October 31th about medical service perception index, medical trust index, patient satisfaction index, patient reliability index, patient flow degree index, recall intension index, and hospital image index. To evaluate the influence of medical service perception with other 6 indexes, we statistically made regression analysis of the results through the survey. Results : By the results of the analysis, evaluation of hospital image influenced all 6 indexes. The systemicity of treatment process had an effect on 5 indexes except for the flow degree of patients. The humanity of medical team brought out the estimation of 4 indexes except for the patient flow degree and hospital image. The empathic ability of doctor and appropriacy of medical costs hold the next rank influencing 3 indexes. It reached the conclusion that the systemicity of medical team tend to determine the medical trust and patient reliability. The expertise, professional skill of doctor, the fault, commercial application, fame of medical team, the speed of treatment process, the newest and clean medical facility affected each one index. Conclusions : Korean medicine should find a way to consider the mind of patients for improving the medical quality through trust realization system, keeping up with times. As a result of this research, we can find out important causes which influence the trustful medical system. From now on, we should apply this result to actual treatment of psychology customized system. Also, more simple and clear questionnaire was organized through this research, it can be used to forward research to apprehend patient mentality more conveniently.

• International Journal of Computer Science & Network Security
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• v.22 no.5
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• pp.39-48
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• 2022

The main purpose of the work is to analyze modern innovative educational practices in the field of culture and art and their effectiveness in the context of the spread of digitalization trends. The study used general scientific theoretical methods of analysis, synthesis, analogy, comparative, induction, deduction, reductionism, and a number of others, allowing you to fully understand the pattern of modern modernization processes in a long historical development and demonstrate how the rejection of the negativity of progress allows talented artists to realize their own potential. The study established the advantages and disadvantages of involving innovative technologies in the educational process on the example of European experience and outlined possible ways of implementing digitalization processes in Ukrainian institutions of higher education, formulated the main difficulties encountered by teachers and students in the use of technological innovation in the pandemic. The rapid development of digital technologies has had a great impact on the sphere of culture and art, both visual, scenic, and musical in all processes: creation, reproduction, perception, learning, etc. In the field of art education, there is a synthesis of creative practices with digital technologies. In terms of music education, these processes at the present stage are provided with digital tools of specially developed software (music programs for composition and typing of musical text, recording, and correction of sound, for quality listening to the whole work or its fragments) for training programs used in institutional education and non-institutional learning as a means of independent mastering of the theory and practice of music-making, as well as other programs and technical tools without which contemporary art cannot be imagined. In modern stage education, the involvement of video technologies, means of remote communication, allowing realtime adjustment of the educational process, is actualized. In the sphere of fine arts, there is a transformation of communicative forms of interaction between the teacher and students, which in the conditions of the pandemic are of two-way communication with the help of information and communication technologies. At this stage, there is an intensification of transformation processes in the educational industry in the areas of culture and art.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.513-523
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• 2022

Generally, people act to use Information Technology on the premise of their experience in using various Information Technology. Namely, users perceive Information Technology through their User Experience, and these User Experiences can be said to impact Continuous Use Intention of the Information Technology. Based on this condition, the present study was proceeded to investigate the User Satisfaction's Mediating effect in the relationship between User Experience and Continuous Use Intention of the OTT services. For this purpose, 195 male and female college students' survey data were used for analysis, verified through the SPSS Process Macro. As a result of the analysis, not only the Reliability experience for the OTT services but also the Usability, Convenience, and Pleasurable experiences' User Experiences were verified that Use Satisfaction was Fully Mediating in relation to Continuous Use Intention. This result gives an implication that the importance of User Experience and Use Satisfaction in maintaining customers through continuous use of OTT services are worth noting. Overall, the present study increased the customer utility for OTT services and confirmed the importance of User Experience and Use Satisfaction in order to increase the competitiveness of the company. Also, it proposed a direction for an in-depth future research to develop this study.

• Asia Marketing Journal
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• v.12 no.4
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• pp.183-201
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• 2011

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if the M&A deal was completed back in 2005, it maximized the effect of launching its final brand "Aju capital" by capitalizing on the positive image of "Daewoo" during the transition time and changing its name just in the right moment. In a bid to implement this strategy successfully, it established a cautious but sophisticated brand migration strategy. 1) "Brand bridge" strategy through reinforcing brand power of "Naegeron", which is an individual product brand of Daewoo Capital 2) Establishing a good brand image through reinforcing customer satisfaction 3) It implemented and completed its brand transition initiative by going through the step of Aju Capital brand unification (from Sept 09 to present) Currently, the sales unit of Aju Capital is realizing quality growth through specialization. It's strategy is to construct a systematic sales portfolio in terms of both quality and quantity through product-by-product specialization where the existing practice was selling a variety of products in a single branch. Back in 2009, it opened a branch that specialize in imported cars and expanded its used car business to 6 specialized locations. Besides, the specialized locations for personal loan named "Naegeron" was expanded from 3 to 11 locations. Recently, it is expected that it will inject vigor to retail and corporate financing business alongside with its core business, which is auto financing.

• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.167-194
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• 2019

This research starts from the four basic concepts of incentive incompatibility, limited information, myopia and decision variable which are confronted when making decisions in keyword bidding. In order to make these concept concrete, four framework approaches are designed as follows; Strategic approach for the incentive incompatibility, Statistical approach for the limited information, Alternative optimization for myopia, and New model approach for decision variable. The purpose of this research is to propose the statistical optimization model in constructing the portfolio of Sponsored Search Advertising (SSA) in the Sponsor's perspective through empirical tests which can be used in portfolio decision making. Previous research up to date formulates the CTR estimation model using CPC, Rank, Impression, CVR, etc., individually or collectively as the independent variables. However, many of the variables are not controllable in keyword bidding. Only CPC and Rank can be used as decision variables in the bidding system. Classical SSA model is designed on the basic assumption that the CPC is the decision variable and CTR is the response variable. However, this classical model has so many huddles in the estimation of CTR. The main problem is the uncertainty between CPC and Rank. In keyword bid, CPC is continuously fluctuating even at the same Rank. This uncertainty usually raises questions about the credibility of CTR, along with the practical management problems. Sponsors make decisions in keyword bids under the limited information, and the strategic portfolio approach based on statistical models is necessary. In order to solve the problem in Classical SSA model, the New SSA model frame is designed on the basic assumption that Rank is the decision variable. Rank is proposed as the best decision variable in predicting the CTR in many papers. Further, most of the search engine platforms provide the options and algorithms to make it possible to bid with Rank. Sponsors can participate in the keyword bidding with Rank. Therefore, this paper tries to test the validity of this new SSA model and the applicability to construct the optimal portfolio in keyword bidding. Research process is as follows; In order to perform the optimization analysis in constructing the keyword portfolio under the New SSA model, this study proposes the criteria for categorizing the keywords, selects the representing keywords for each category, shows the non-linearity relationship, screens the scenarios for CTR and CPC estimation, selects the best fit model through Goodness-of-Fit (GOF) test, formulates the optimization models, confirms the Spillover effects, and suggests the modified optimization model reflecting Spillover and some strategic recommendations. Tests of Optimization models using these CTR/CPC estimation models are empirically performed with the objective functions of (1) maximizing CTR (CTR optimization model) and of (2) maximizing expected profit reflecting CVR (namely, CVR optimization model). Both of the CTR and CVR optimization test result show that the suggested SSA model confirms the significant improvements and this model is valid in constructing the keyword portfolio using the CTR/CPC estimation models suggested in this study. However, one critical problem is found in the CVR optimization model. Important keywords are excluded from the keyword portfolio due to the myopia of the immediate low profit at present. In order to solve this problem, Markov Chain analysis is carried out and the concept of Core Transit Keyword (CTK) and Expected Opportunity Profit (EOP) are introduced. The Revised CVR Optimization model is proposed and is tested and shows validity in constructing the portfolio. Strategic guidelines and insights are as follows; Brand keywords are usually dominant in almost every aspects of CTR, CVR, the expected profit, etc. Now, it is found that the Generic keywords are the CTK and have the spillover potentials which might increase consumers awareness and lead them to Brand keyword. That's why the Generic keyword should be focused in the keyword bidding. The contribution of the thesis is to propose the novel SSA model based on Rank as decision variable, to propose to manage the keyword portfolio by categories according to the characteristics of keywords, to propose the statistical modelling and managing based on the Rank in constructing the keyword portfolio, and to perform empirical tests and propose a new strategic guidelines to focus on the CTK and to propose the modified CVR optimization objective function reflecting the spillover effect in stead of the previous expected profit models.

• Asia pacific journal of information systems
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• v.19 no.4
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• pp.125-148
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• 2009

UGC(User Generated Contents) is emerging as the center of e-business in the web 2.0 era. The trend reflects changing roles of users in production and consumption of contents on websites and helps us to understand new strategies of websites such as web portals and social network websites. Nowadays, we consume contents created by other non-professional users for both utilitarian (e.g., knowledge) and hedonic values (e.g., fun). Also, contents produced by ourselves (e.g., photo, video) are posted on websites so that our friends, family, and even the public can consume those contents. This means that non-professionals, who used to be passive audience in the past, are now creating contents and share their UGCs with others in the Web. Accessible media, tools, and applications have also reduced difficulty and complexity in the process of creating contents. Realizing that users create plenty of materials which are very interesting to other people, media companies (i.e., web portals and social networking websites) are adjusting their strategies and business models accordingly. Increased demand of UGC may lead to website visits which are the source of benefits from advertising. Therefore, they put more efforts into making their websites open platforms where UGCs can be created and shared among users without technical and methodological difficulties. Many websites have increasingly adopted new technologies such as RSS and openAPI. Some have even changed the structure of web pages so that UGC can be seen several times to more visitors. This mainstream of UGCs on websites indicates that acquiring more UGCs and supporting participating users have become important things to media companies. Although those companies need to understand why general users have shown increasing interest in creating and posting contents and what is important to them in the process of productions, few research results exist in this area to address these issues. Also, behavioral process in creating video UGCs has not been explored enough for the public to fully understand it. With a solid theoretical background (i.e., theory of implementation intentions), parts of our proposed research model mirror the process of user behaviors in creating video contents, which consist of intention to upload, intention to edit, edit, and upload. In addition, in order to explain how those behavioral intentions are developed, we investigated influences of antecedents from three motivational perspectives (i.e., intrinsic, editing software-oriented, and website's network effect-oriented). First, from the intrinsic motivation perspective, we studied the roles of self-expression, enjoyment, and social attention in forming intention to edit with preferred editing software or in forming intention to upload video contents to preferred websites. Second, we explored the roles of editing software for non-professionals to edit video contents, in terms of how it makes production process easier and how it is useful in the process. Finally, from the website characteristic-oriented perspective, we investigated the role of a website's network externality as an antecedent of users' intention to upload to preferred websites. The rationale is that posting UGCs on websites are basically social-oriented behaviors; thus, users prefer a website with the high level of network externality for contents uploading. This study adopted a longitudinal research design; we emailed recipients twice with different questionnaires. Guided by invitation email including a link to web survey page, respondents answered most of questions except edit and upload at the first survey. They were asked to provide information about UGC editing software they mainly used and preferred website to upload edited contents, and then asked to answer related questions. For example, before answering questions regarding network externality, they individually had to declare the name of the website to which they would be willing to upload. At the end of the first survey, we asked if they agreed to participate in the corresponding survey in a month. During twenty days, 333 complete responses were gathered in the first survey. One month later, we emailed those recipients to ask for participation in the second survey. 185 of the 333 recipients (about 56 percentages) answered in the second survey. Personalized questionnaires were provided for them to remind the names of editing software and website that they reported in the first survey. They answered the degree of editing with the software and the degree of uploading video contents to the website for the past one month. To all recipients of the two surveys, exchange tickets for books (about 5,000~10,000 Korean Won) were provided according to the frequency of participations. PLS analysis shows that user behaviors in creating video contents are well explained by the theory of implementation intentions. In fact, intention to upload significantly influences intention to edit in the process of accomplishing the goal behavior, upload. These relationships show the behavioral process that has been unclear in users' creating video contents for uploading and also highlight important roles of editing in the process. Regarding the intrinsic motivations, the results illustrated that users are likely to edit their own video contents in order to express their own intrinsic traits such as thoughts and feelings. Also, their intention to upload contents in preferred website is formed because they want to attract much attention from others through contents reflecting themselves. This result well corresponds to the roles of the website characteristic, namely, network externality. Based on the PLS results, the network effect of a website has significant influence on users' intention to upload to the preferred website. This indicates that users with social attention motivations are likely to upload their video UGCs to a website whose network size is big enough to realize their motivations easily. Finally, regarding editing software characteristic-oriented motivations, making exclusively-provided editing software more user-friendly (i.e., easy of use, usefulness) plays an important role in leading to users' intention to edit. Our research contributes to both academic scholars and professionals. For researchers, our results show that the theory of implementation intentions is well applied to the video UGC context and very useful to explain the relationship between implementation intentions and goal behaviors. With the theory, this study theoretically and empirically confirmed that editing is a different and important behavior from uploading behavior, and we tested the behavioral process of ordinary users in creating video UGCs, focusing on significant motivational factors in each step. In addition, parts of our research model are also rooted in the solid theoretical background such as the technology acceptance model and the theory of network externality to explain the effects of UGC-related motivations. For practitioners, our results suggest that media companies need to restructure their websites so that users' needs for social interaction through UGC (e.g., self-expression, social attention) are well met. Also, we emphasize strategic importance of the network size of websites in leading non-professionals to upload video contents to the websites. Those websites need to find a way to utilize the network effects for acquiring more UGCs. Finally, we suggest that some ways to improve editing software be considered as a way to increase edit behavior which is a very important process leading to UGC uploading.