• Title/Summary/Keyword: Behavioral strategy

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Influence of Product Similarity between Parent Brand and Extended Brand on Extended Product Evaluation - Focus on Franchise Brand - (모브랜드 제품-확장브랜드 제품간 유사성이 확장제품평가에 미치는 영향 - 프랜차이즈 브랜드를 중심으로 -)

  • Kim, Ki-Suk;Shin, Bong-Sup
    • The Journal of the Korea Contents Association
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    • v.11 no.11
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    • pp.378-389
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    • 2011
  • This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.

Evaluating Information Technology Systems Using Consumer Surveys: The Role of Personal Product Knowledge

  • Byun, Sookeun
    • The Journal of Asian Finance, Economics and Business
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    • v.5 no.4
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    • pp.117-125
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    • 2018
  • As various types of information technology systems are becoming more pervasive than ever, many studies have evaluated the systems from the user perspective. Some of them have used surveys to measure consumers' cognitive responses to the target technology. However, this method may cause problems if the survey participants do not have a useful frame of reference for evaluating an unfamiliar system. To examine this issue, the current study empirically tested the effect of personal product knowledge on the predictability of a behavioral model, such as Technology Acceptance Model. A series of measurement invariance tests as well as multi-group comparison tests were conducted for rigorous examination of the data. Our analysis showed that the variance of attitude that is explained by the two believes (perceived usefulness and ease of use) was relatively small when the survey respondents had lower amount of product knowledge. Moreover, the group had weaker causal relationship between attitude and intention to use the technology, hindering the predictability of the research model. The results indicated that respondents should have a certain amount of knowledge of the target system in order to form accurate beliefs and behavioral decisions. The findings of this study provide important implications on sampling strategies for researchers with new technology.

Effect of Promotion Type on Customer Satisfaction and Behavioral Intention in Franchise Coffee Shop (프랜차이즈 커피 전문점의 프로모션 종류가 고객 만족도와 행동의도에 미치는 영향)

  • Nam, Ayoung;Yoon, Jiyoung
    • The Korean Journal of Food And Nutrition
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    • v.31 no.1
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    • pp.173-184
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    • 2018
  • This research was conducted to examine coffee shop customers' preference and satisfaction by different types of promotion. Research samples ware adults with experience of any form of coffee shop promotion (n=209). Descriptive statistics, Chi-square, t-test and one-way ANOVA were used to analyze the relations among variables. Results showed that 'free coupon' was the most preferred ones. SNS was the most frequently used search method for coffee shop coupon promotion information. The most preferred event promotion was 'freebies', and preference levels were significantly different by age and employment status. 'Barista experience' was ranked highest in preference among cultural experience events. Drinking coffee was the most important purpose of visiting coffee shops, especially among unemployed, twenties, and women respondents. Coupon was evaluated the highest in usefulness and satisfaction among the three promotion methods. Event and cultural experience were preferred more by respondents in their twenties than those in their thirties. Results indicated that all promotion strategies are effective for increasing customer satisfaction and for inducing revisit. Findings also showed that preference for promotion was affected by customer characteristics such as age and gender. Therefore, coffee shops should consider using the most effective and attractive promotion strategy for their target market, while maintaining a consistent service quality level to fulfill customer expectation.

The V-Shaped Disposition Effect in the Stock Exchange of Thailand

  • WAIYASARA, Kunthorn;PADUNGSAKSAWASDI, Chaiyuth
    • The Journal of Asian Finance, Economics and Business
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    • v.7 no.11
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    • pp.55-65
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    • 2020
  • The objective of this study is to investigate how investors in the Stock Exchange of Thailand practically trade in response to a magnitude of profits and losses, given a discussion of the widely well-known behavioral explanation, so called as the disposition effect. We provide empirical evidence of an existence of the V-shaped disposition effect, which has been recently found in several advanced equity markets. By adopting the methodology suggested by An's (2016) and Fama and Macbeth (1973), we document that stock return patterns in relation to aggregate unrealized gains and losses of investors are consistent with the V-shaped selling schedule, given an increase in unrealized gains and losses over the period of January 1996 to December 2015. The effect of unrealized gains is stronger than that of unrealized losses and this asymmetry underlies the existence of the V-shaped disposition effect in the Thai equity market. Interestingly, the effect of the V-shaped selling schedule is strongest over the short-term holding time horizon. Last but not the least, stocks for which investors have large unrealized gains and losses outperform in the following month and the long-short trading strategy, based on this premise, generates the average 1.7% monthly (equivalent to 20.0% per year) abnormal return.

Smoking Cessation Strategies Targeting Specific Populations

  • Chun, Eun Mi
    • Tuberculosis and Respiratory Diseases
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    • v.82 no.1
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    • pp.1-5
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    • 2019
  • Quitting smoking helps smokers maintain their health and extend their lifespan by 10 or more years. Treatment strategies for smoking cessation should be tailored to individual smokers with special needs based on their specific circumstances. It is recommended that pregnant women adopt smoking cessation through counseling and behavioral interventions because the safety of medications has yet to be established. Counseling is the main strategy for smoking cessation in adolescents and nicotine replacement therapy can be used with caution in individuals with serious nicotine dependence. It is important for smokers with psychiatric diseases to quit smoking following accurate assessment of their depression status. Nicotine replacement therapy, varenicline, and bupropion can be used for smoking cessation in smokers with psychiatric disorders. The incidence of cardiovascular disease decreased according to the smoking status and the duration of smoking cessation. In smokers with chronic obstructive pulmonary disease (COPD) who used a combination of counseling and pharmacotherapy the quitting rate was more than twice as high as subjects who used behavioral interventions alone. Varenicline can be used as the most effective anti-smoking drug by most smokers including those with psychiatric disorders, cardiovascular disease, and COPD.

Autistic-like social deficits in hippocampal MeCP2 knockdown rat models are rescued by ketamine

  • Choi, Miyeon;Ko, Seung Yeon;Seo, Jee Young;Kim, Do Gyeong;Lee, Huiju;Chung, Heekyoung;Son, Hyeon
    • BMB Reports
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    • v.55 no.5
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    • pp.238-243
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    • 2022
  • Autism or autism spectrum disorder (ASD) is a behavioral syndrome characterized by persistent deficits in social interaction, and repetitive patterns of behavior, interests, or activities. The gene encoding Methyl-CpG binding protein 2 (MeCP2) is one of a few exceptional genes of established causal effect in ASD. Although genetically engineered mice studies may shed light on how MeCP2 loss affects synaptic activity patterns across the whole brain, such studies are not considered practical in ASD patients due to the overall level of impairment, and are technically challenging in mice. For the first time, we show that hippocampal MeCP2 knockdown produces behavioral abnormalities associated with autism-like traits in rats, providing a new strategy to investigate the efficacy of therapeutics in ASD. Ketamine, an N-Methyl-D-aspartate (NMDA) blocker, has been proposed as a possible treatment for autism. Using the MeCP2 knockdown rats in conjunction with a rat model of valproic acid (VPA)-induced ASD, we examined gene expression and ASD behaviors upon ketamine treatment. We report that the core symptoms of autism in MeCP2 knockdown rats with social impairment recovered dramatically following a single treatment with ketamine.

Phytochemicals That Act on Synaptic Plasticity as Potential Prophylaxis against Stress-Induced Depressive Disorder

  • Soojung, Yoon;Hamid, Iqbal;Sun Mi, Kim;Mirim, Jin
    • Biomolecules & Therapeutics
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    • v.31 no.2
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    • pp.148-160
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    • 2023
  • Depression is a neuropsychiatric disorder associated with persistent stress and disruption of neuronal function. Persistent stress causes neuronal atrophy, including loss of synapses and reduced size of the hippocampus and prefrontal cortex. These alterations are associated with neural dysfunction, including mood disturbances, cognitive impairment, and behavioral changes. Synaptic plasticity is the fundamental function of neural networks in response to various stimuli and acts by reorganizing neuronal structure, function, and connections from the molecular to the behavioral level. In this review, we describe the alterations in synaptic plasticity as underlying pathological mechanisms for depression in animal models and humans. We further elaborate on the significance of phytochemicals as bioactive agents that can positively modulate stress-induced, aberrant synaptic activity. Bioactive agents, including flavonoids, terpenes, saponins, and lignans, have been reported to upregulate brain-derived neurotrophic factor expression and release, suppress neuronal loss, and activate the relevant signaling pathways, including TrkB, ERK, Akt, and mTOR pathways, resulting in increased spine maturation and synaptic numbers in the neuronal cells and in the brains of stressed animals. In clinical trials, phytochemical usage is regarded as safe and well-tolerated for suppressing stress-related parameters in patients with depression. Thus, intake of phytochemicals with safe and active effects on synaptic plasticity may be a strategy for preventing neuronal damage and alleviating depression in a stressful life.

Classifying Building Industry Clients and Investigating Their Attitude and Behavior - Supplement Research on Individual Clients - (국내 건축주 분류 및 유형별 태도·행동 조사 - 개인 건축주 대상 연구 보완 -)

  • Kim, Ju-Hyung;Yun, Sung-Myung;Lee, Soo-Yong
    • Journal of the Regional Association of Architectural Institute of Korea
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    • v.8 no.4
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    • pp.123-130
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    • 2006
  • This paper discusses issues faced by individual building industry clients. These form the majority of clients but, because they do not possess high purchasing power, they attract less attention in the industry. Given that key decisions on project definition and procurement strategy are made at the pre-project stage, the industry would benefit from knowing relevant aspects of its clients' attitudes and behaviors, so that it can support them. There is a lack of research on this subject, and so we first describe a theoretical framework and research methodology that were developed for this specific group of clients. Theory adopted from consumer behavioral research was introduced to develop a general behavioral model of individual clients. In this model, individual clients are assumed to seek and then process information after acknowledging normative activities. To validate our model, a field survey was conducted using randomly selected individual clients. Their opinions on the importance and difficulty of 12 normative activities were analysed to establish a general attitude. Information seeking behaviour was investigated by measuring the frequency and type of source that they contacted to conduct the normative activities. The attitudes and information seeking behaviour presented in this research will contribute to the development of project tools for supporting these clients.

An Empirical Study on the Effect of Information Quality and Service Quality on Satisfaction and Loyalty through Perceived Privacy Protection: Focusing on Users of O2O Mobile Shopping Applications in China (개인정보보호를 통한 정보품질과 서비스 품질이 만족도와 충성도에 미치는 영향에 관한 실증연구: 중국 O2O 모바일 쇼핑 어플리케이션 이용자를 중심으로)

  • Tae-Woo Roh;Jin-Ho Noh;Ye-Eun Oh
    • Korea Trade Review
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    • v.45 no.6
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    • pp.77-97
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    • 2020
  • This study investigates the effects of O2O-based mobile shopping application (O2O MSA)'s information and service quality on the user's perceived privacy protection, satisfaction and loyalty. In this study, 969 questionnaire reponses were collected, out of which 555 were used to estimate the structural paths using PLS-SEM (partial least square structural equation model) for the hypothesis test. Our empirical findings are drawn from Chinese respondents that live in a 1-line city in China and use O2O MSAs serviced by China's leading companies. This study examines and confirms that qualified information and service of O2O MSA positively affect both perceived privacy protection and customer satisfaction, which finally leads to customer behavioral loyalty through the perceived privacy protection. Further, this study presents effective practical implications for application development strategy suitable for users in the O2O-based mobile shopping industry.

Attributes of the metaverse and consumers' perceived values of fashion brands in virtual spaces (패션 브랜드 가상공간에서 메타버스의 속성과 소비자의 지각된 가치)

  • Shinyoung Park;Su-yun Shin
    • The Research Journal of the Costume Culture
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    • v.32 no.3
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    • pp.321-333
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    • 2024
  • This study aims to investigate how consumers perceive the attributes (ubiquity, continuity) of metaverse fashion brands in a virtual space. It also empirically verifies the impact on consumers' perceived values (hedonic value, social value) and consumer behavioral intentions (intention to use the platform, intention to purchase virtual products). The results verified in this study are as follows: First, we confirmed that the metaverse attributes perceived by consumers in the virtual space of the fashion brand, ubiquity and daily extension, positively affect customers' perceived hedonic and social values. Second, we found that consumers' perceived hedonic and social values have a significant positive effect on their intention to use the platform. Finally, we found that consumers' intention to use the platform had a significant positive effect on their intention to purchase virtual products. The results of this study will have academic significance by expanding the scope of research related to identifying metaverse attributes and values by identifying metaverse attributes and consumer values that perceived by consumers in fashion brands' virtual spaces in the metaverse. This study suggests a direction and strategy for fashion brands to move forward in building virtual spaces on the metaverse platform. In this way, they can create perceived value for consumers that elicits positive consumer behavioral intentions.