• Asia pacific journal of information systems
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• v.18 no.4
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• pp.105-130
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• 2008

Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.

• Human Ecology Research
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• v.54 no.1
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• pp.97-106
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• 2016

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

• Environmental and Resource Economics Review
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• v.24 no.2
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• pp.283-309
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• 2015

Nagoya Protocol came into effect October of 2014. For Korean companies to follow Nagoya Protocol with ease, this research conducts the survey to figure out consumers' additional willingness to pay for bio-diversity. The hypothesis that the bio-diversity label will make an impact on willingness to pay through emotional value, conditional value, and epistemic value is based on consumption value theory. The survey is conducted for two product categories; first one is utilitarian product (milk) and the other one is hedonic product (cosmetics). The analysis result shows the bio-diversity label on both product categories incur additional willingness to pay. Especially, expectation on effectiveness of bio-diversity label increases the additional willingness to pay on biodiversity label. This implies for easy following on Nagoya Protocol, the education and promotion of bio-diversity is need to increase consumers' additional willingness to pay, which can be the attraction for companies to obey the Nagoya Protocol.

• Journal of the Korean association of regional geographers
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• v.9 no.2
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• pp.217-231
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• 2003

The purpose of this study is to examine the characteristics of advertizing maps which were presented in one of the major daily newspapers(JoongAng Ilbo) from 1966 to 2000. The use of advertizing maps has been gradually increased year by year. Advertizing maps have appeared much frequently in spring and fall seasons, in October, and on Saturday and Wednesday. The predominance of such seasons, month, days is related to the real estate advertizement. The important categories which have been presented frequently are real estate for sale(62%), clothing sale(7%) and the image advertizement of big corporations(3%). Locator maps are preferred in the first two categories and background maps are usually used in the corporation advertizement. The symbols in the maps are different according to the custom, interest and the preference of map-producers and clients. The basic symbols for the good map, which are required in the general cartography, are scarcely shown in the advertizing maps. That is because the goal of advertizement is to appeal visually to consumers, therefore, the creativity of map-producer and the attraction of maps to draw the reader's interest are much required in the advertizing maps. It is concluded that the advertizing maps have their own values in themselves and we have to treat the journalistic cartography as a special field in cartography.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.1-12
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• 2019

According to a survey on the frequency of access to medical ads by the Korea Press Foundation in 2017, the most commonly exposed ads among adult men and women are advertising about beauty, plasticity and obesity. As of 2011, South Korea had the largest number of cosmetic surgeries in the world, with 131 cosmetic surgeries per 10,000 people. As a result, as many as 1,414 plastic surgery clinics are operating in South Korea, and the number is also on the rise. Although there are various standards for evaluating people's appearance, the desire to pursue a better look is growing day by day. Then, one might wonder what factors influence consumers' choices among the numerous advertisements for plastic surgery clinics. Based on these questions, this study identified the examples of plastic surgery advertisements, analyzed their type, and identified the types of advertisements with the high visual appeal of the advertising consumer through eye tracking experiment. In total, seven eye-tracking tests of plastic surgery social media advertisements were conducted on 10 subjects. The results showed that the commercial model was the biggest factor that caught the attraction and attention of the ad recipient first and that the most focused and long-standing factor was the treatment contents. Therefore, it is important to select proper commercial models for hospital and clinic contents and to specify factual treatment contents when producing social media advertisements for plastic surgeons. We hope these findings will help create online advertising for plastic surgery clinics effectively.