• Journal of the Korea Convergence Society
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• v.11 no.7
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• pp.239-249
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• 2020

The purpose of this study was to verify whether the endorser effect similar to humans can be created in advertising campaigns based on the artificial intelligence endorser. In particular, considering the characteristics of artificial intelligence, a research model was presented by convergence of consumer innovativeness and anthropomorphism. The results of the online survey of 244 respondents showed that expertise of the artificial intelligence endorser has a positive effect on both brand attitude and purchase intention, but not for trustworthiness while it has a positive effect on brand attitude. Also, the effect of consumer innovativeness and anthropomorphism on brand attitude and purchase intention for artificial intelligence was found. The endorser effect was expanded to artificial intelligence, which is an intangible object, and the existing theory and research results were combined to re-verify it. Theoretical and practical implications for artificial intelligence-based products and services were presented.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.1
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• pp.199-210
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• 2015

This study analyzes various aspects of the successful overseas expansion of SMEs that export consumer goods with their own brands. Through in-depth interviews with CEOs and marketing practitioners of fifteen SMEs that export consumer goods of their own brands, researchers examined the determinants of the decisions to export own-brand products, forms of expansion into foreign markets, firms' distribution networks, firms' technological and marketing capabilities, export barriers, and export support services offered by the government. The results indicate that these companies obtained competitiveness in the design and quality of their products through steady R&D investment, with a focus on niche markets. This study also shows that they established foreign branches, participated in overseas trade fairs, and tapped into foreign markets with Korean home shopping channels and department stores to build distribution channels and to find new buyers. However, the findings of this study reveal that many of those companies export both OEM/OEM products as well as their own-brand products due to the low level of brand awareness in foreign markets. Thus, efforts to improve their brand awareness in the global market are much needed. In addition, this paper demonstrates that the programs and services provided by state-run organizations need improvement in credibility and expertise. This research suggests recommendations for successful export programs, and provides meaningful insights for consumer-goods SMEs establishing foreign market entry strategies with their own brands.

• Journal of Distribution Science
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• v.10 no.4
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• pp.47-53
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• 2012

Businesses make use of advertising strategy using models to give consumers efficient product information. Modern advertisements often make use of models for greater reminiscence to create messages and remind viewers of the product. The purpose of this study was to examine the characteristics of each type of model. The subjects were 230 college students in their twenties or older, and the material was collected from October 20, 2011 to November 5, 2011 to examine the effects of model characteristics on buying intention as well as attitude toward a brand. A questionnaire survey was used; investigators gave one copy to each interviewee. The study investigated the characteristics of each model using a questionnaire of each 40 copies with five kinds of photographs. The characteristics of models had great influence on buying intention and attitude toward the brand: First, factor 2 (being honest and virtuous and having good credit and a good press assessment) and factor 3 (being interesting and a good communicator and creating good memories) had great influence on buying intention. Factor 2 was explained by reliability, and factor 3 by the efficiency of the model in creating a feeling. Second, factors 1 (being attractive, smart, unique, friendly, loved by others, and popular), 2, and 3 influenced attitude toward brand. Factor 1 encapsulated the outgoing characteristics of a model, factor 2 was based on reliability, and factor 3 was based on the efficiency of the model in creating a feeling. The model's positive effects on buying intention and attitudes toward brand shall be examined. For their positive influence on buying intention, reliability and efficiency shall be given attention. For their positive influence on attitude toward brand, creating a good impression, having outgoing characteristics, being reliable, and efficiency shall be given attention. The findings were as follows: Model characteristics influencing buying intention were similar to those influencing attitude toward brand. The differences were as follows. First, reliability and efficiency influenced buying intention. When customers were asked to consider the influence on buying intention of an advertisement, regardless of the strength of the buying intention, they considered these two characteristics. Customers decided to buy based not only on the credibility of the product as presented in the advertisement but also the transmission of the contents of the advertisement. Second, outgoing characteristics, reliability, and efficiency influenced attitude toward a brand. The attitude toward a brand was said to be the attitude toward the business. The attitude is produced even after buying, so businesses view it as very important. The attitude might vary depending upon the model used rather than the brand. Therefore, a model with outgoing characteristics was thought to be important. Therefore, attitude toward a brand whose model influenced buying intention as well as attitude toward brand had outgoing characteristics. The result is that an image the model was related to attitude toward the brand. As such, customers would buy the goods advertised. However, an outgoing image of a model was also important to create a positive attitude toward a business brand. For instance, talent Park Gyeong-Rim's photo was used to promote cosmetics about 10 years ago. When she worked as a model of cosmetics products, she had to make compensation for losses and damages because she made a mistake on a talk show program. At that time, customers who had bought the cosmetics product asked for refunds of several billion won. As such, models who are said to be the face of the businesses they represent can play an important role. To advertise in the most attractive and effective way, the current image of a model should be investigated by examining current activities and news articles after selecting the model, and the model's efficiency and attitude toward the brand should be examined. Factors that stimulate customers' buying decisions can be used to plan advertisement that have positive influence on a brand. This study had the limitation of investigating mainly college students and there were insufficient copies of the questionnaire. The investigation was not done widely but in detail so that a concrete investigation could not be done. Further studies shall supplement these shortcomings and discuss new directions.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.443-448
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• 2020

The purpose of research is identifying visual factors affecting purchase of convenient store packed-meals through mobile applications. Previous studies have not covered mobile applications on purchase of convenient store packed-meals and this inspired the research topic. Document analysis and online survey are mainly implemented and 4 visual factors; typography, product image, main color, brand logo have been set as a research variables. It is revealed that consumers recognize product image prior to the rest and their purchase intentions are most significantly affected by product image. In conclusion, the product image should encourage consumers to have expectation on packed-meal and need to deliver credibility at the same time. Hence, the application should be designed to solely spotlight product image to lead consumer's concentration on it. The research can be further expanded by including non-visual factors as its variables or increasing scale of survey samples.

• Journal of Fashion Business
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• v.22 no.1
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• pp.41-55
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• 2018

The purpose of this study was to investigate the trends of product design for textile convergence wearable smart textile fashion products according to college students' fashion life style. In this study, we used information obtained from a questionnaire issued to 201 female college students who were 20 years old for the final analysis. The questionnaires were to classify female college students groups according to the fashion life style, to examine characteristics, needs and wants of each group. The survey on the tendency of wearable smart textiles consisted of 22 items about concept and type of smart clothing product, functional material and intelligent material, recognition, preference, purchase intention, purchase factor and brand preference tendency. A total of 201 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $x^2-test$ using SPSS package program. 'brand preference oriented type was found to be interested in 'wearable' smart clothing product with monitoring function of bio-signal' and 'high functional fiber and textile product', but the credibility of 'smart clothes that can be worn and smart textile products to be useful in modern life' was low. 'fashionable individuality oriented' type showed interest in 'smart clothing and smart product', 'intelligent fiber' and 'wearable smart clothing product with monitoring function of bio-signal', but the preferences of 'light emitting fiber products' was low. 'practically purchasing-oriented' type was very interested in 'high-functional fiber and its textile products', but had inadequate knowledge on 'smart clothing and smart textile product' and showed low interest. Despite the fact that 'wearable smart clothing and smart textile products' are expensive, they were willing to purchase considering practicality and sophisticated style.

• Journal of Applied Reliability
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• v.11 no.2
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• pp.111-126
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• 2011

The clutch coil mounted on the automotive air conditioner is an important part which actuates the clutch to connect or disconnect the pulley and the compressor according to the climate control condition in an automobile. Here, it is generally required that the clutch coil should ensure the long term durability requirement, such as a warranty for the 10 years of field operation or 160,000 km driving, especially in a brand new item, and so forth. However, some difficulties have arisen in restoring its credibility, since domestic specifications for the part have not been yet unified. In order to ensure the reliability, test methods and assessment criteria should be standardized. Moreover, assessed lifetime under specific conditions and potential failure analysis would be important. In this study, lifetime test specifications for the clutch coil have been reviewed and methodological suggestions are provided to ensure reliability, utilizing a quality function deployment through the potential failure mode effect analysis.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.3
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• pp.386-396
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• 2014

This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.13-26
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• 2019

This study analyzes the characteristics of lending-based crowdfunding of various crowdfunding models, identifies the factors affecting the use of the general public, and provides suggestions for the policies set by real estate crowdfunding businesses and related authorities. To analyze the service's adoption from a cognitive perspective, this study developed a new model that combined the Value-based Adoption Model (VAM), motivation theory, and a set of variables that take into account the characteristics of the real estate industry. For empirical analysis, survey was conducted from the general investors of real estate and valid 252 data were utilized by R 3.2.2. The results of this study showed that both government regulation and the perceived risk are hindering the perceived values and intention to use crowdfunding for real estate. In contrast, this research found that among the intrinsic motivation, enjoyment had a significant impact on the perceived value. In addition, it turned out that among the extrinsic motivation, market attractiveness, brand credibility, expected return, and safety and protection had significant impacts on the perceived value. Finally, it showed the perceived value of real estate crowdfunding had a positive impact on the intention to use.

• Asian Journal of Business Environment
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• v.13 no.1
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• pp.21-30
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• 2023

Purpose: The study analyzes the impact of attitudes toward food influencers on consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward food influencers. Research design, data and methodology: Based on the responses collected from 500 randomly selected consumers, the study analyzes the relationship based on the factors of influencer marketing. The authors test the conceptual model using multivariate linear regression analysis after validating the internal consistency of the data using Cronbach's Alpha reliability test and exploratory factor analysis (EFA). Results: The study finds that purchase intention is positively correlated and significantly impacted by the attitude towards influencer. The study further finds that attitude towards influencer is positively correlated and significantly impacted by source attractiveness, product match up, and source familiarity. However, source credibility is found to be an insignificant construct impacting attitude towards influencer. Conclusions: The study gives a guided solution to marketers and brand practitioners about the importance of influencer marketing in the food industry and its effectiveness in generating purchase intention. The present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward food influencers and consumer purchase intention. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on purchase intention in the food industry.

• The Journal of Industrial Distribution & Business
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• v.15 no.1
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• pp.31-39
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• 2024

Purpose: Through an ethical supply chain, brands not only catch the eye but win over a fan base of consumers who prize credibility and consistency in what they purchase. Currently, the ethical supply chain is no longer just a manufacturing process; it has become a compelling story. It draws people's attention and wins their loyalty. This research study will examine the benefits of an ethical supply chain in attracting consumer attention and building brand loyalty. Research design, data and methodology: For this research study, A detailed method was used to search and analyze relevant articles. Initial searches used set terms in certain databases. Screening criteria were the thorough scrutiny of titles and abstracts to decide their relevance to the study at hand. Thus, to enhance the quality of data, duplicate entries were deleted. Results: Based on the analysis of the prior literature, the results highlight the power of ethical saliency, showing that consumers themselves are looking for and rewarding products that meet their ethical standards. This attention to ethically transparent brands, in turn, encourages more interest and interaction with them. Conclusions: Therefore, practitioners must transmit the firm's ethical standards through all channels of communication-investor relations materials and financial reports alike.