• International Journal of Internet, Broadcasting and Communication
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• 제16권2호
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• pp.185-192
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• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

• 한국생활과학회지
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• 제19권2호
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• pp.311-323
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• 2010

This study includes definitions and major issues relating to product safety, and reviews about product safety laws of Korea and of other countries. In addition, this study suggests several ideas for a future governmental policy concerning product safety and the government policies to guide in securing consumers' safety of products. First, we need to set up consumer safety policies and laws dealing with complex consumer safety issues and to integrate existing laws for the safety of products. Second, opening a consumer safety agency and training workers who have relation to the safety policy, as a profession, are necessary. Third, it is required to redefine the product safety guidelines, strengthen the safety policy and to minimize safety regulations by the government directly. Fourth, each product of the safety management policies must be regularly evaluated and given feedback for improving its effectiveness. Fifth, information gathering, disclosing, and having a feedback system related to product safety should be rebuilt for the effective management of unsafe products. In addition, laws and the aims of product safety management being changed to focus on the consumers, control on imported products, collaboration with network and mutual-assistance systems of product safety-related agencies including international organizations and major countries and taking leading roles in the world are essential.

• 유통과학연구
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• 제17권6호
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• pp.25-32
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• 2019

Purpose - Pricing strategy is a very effective marketing activity and has a significant impact on consumer purchasing decisions. Numerous studies have investigated the effects of various pricing strategies. However, tensile price claims have received little attention in the literature. It is thus necessary to investigate how different forms of tensile price claims affect consumer response. This study uses the consumer self-confidence level as a moderator of consumer behavior. Research Research design, data, and methodology - This study investigates the effect of four different tensile price claims (i.e., maximum discount, minimum discount, average discount, and range discount advertisements) on consumers' perceived savings. A survey was conducted to collect data for testing hypotheses. Results - The results show that consumers with high levels of self-confidence perceive more savings for maximum discount advertisements than minimum discount advertisements, for range discount advertisements than average discount advertisements. On the other hand, consumers with low self-confidence feel more perceived savings for average discount advertisements than range discount advertisement. Conclusions - The results of this study provide a new insight into the effectiveness of tensile pricing based on consumer self-confidence levels, which may provide valuable theoretical and practical applications.

• 산경연구논집
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• 제11권7호
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• pp.7-17
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• 2020

Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers' attention (β= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.

• 아태비즈니스연구
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• 제13권3호
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• pp.227-243
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• 2022

Purpose - This study surveyed real estate financial consumers and financial company staff regarding the components of the financial consumer protection system to seek detailed improvement plans for the Financial Consumer Protection Act. Design/methodology/approach - The Analytic Hierarchy Process (AHP) technique is applied. Findings - Both consumers and staff highly evaluated the importance of the preventive measures in the main classification factors. Regarding the sub-classification factors of preventive measures, consumers emphasized the responsible management of investment staff and financial institutions; however, the staff stressed the principle of effectiveness and efficiency. Regarding the elements of ex-post remedies, consumers answered that fast remedy would have a significant effect. At the same time, staff believed that punitive measures hinder free trading and investment activities. Regarding the sub-sub classification factors of prevention measures, the consumers value responsible management of staff and financial companies, while the staff tend to prefer the importance of the self-regulatory governance. Research implications or Originality - Based on the above results, financial regulatory authorities should find a balance between preventive and ex-post components once focusing on preventative measures. Our paper is one of the first research findings in this field of financial consumer protection system in Korea.

• 가정과삶의질연구
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• 제26권4호
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• pp.1-11
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• 2008

This study investigated consumers' energy saving behavior and perceptions concerning the effectiveness of their energy saving behavior. A nation wide survey was conducted involving 2000 households in urban areas and the data from 1767 households were used for the analysis. excluding cases with incomplete responses. Descriptive analysis, factor analysis, and regression analysis were applied. The results were as follows. First, electricity saving behavior was classified into three categories: Thrift (reducing energy consumption), Purchase (buying energy saving appliances), and Control (checking the energy consumption). Second, consumers rated Thrift as the best way to save energy. Third, education, age, and household income were significantly related to energy saving behavior and perceptions on the effectiveness of energy saving behavior. Consumers using above average levels of electricity tended not to practice energy saving behavior and not to positively evaluate effectiveness of the energy saving behavior. Lastly, the implications for public policies to promote energy saving behavior are suggested.

• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• 자연과학논문집
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• 제13권1호
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• pp.113-128
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• 2003

The purpose of his study was to investigate the effectiveness on clothing advertisement of three types of model, perception of model attributes by the clothing consumers, and difference in advertisement effectiveness according to perception of model attributes. Three types of advertisements for easy casual brand were selected, which are using celebrity, expert and general consumer models. The final analysis included 304 persons, who ranged from 16 to 25 in age. The statistics used analysis include ANOVA, Duncan's multiple range test, factor analysis and regression by the SPSS program. The result were as follow:1. The celebrity advertisement was the most effective type on all kinds of attitude changes (cognitive, emotional, and behavioral attitude changes) of consumers.2. The celebrity model received high scores on attractiveness and truthfulness; and the general consumer model received high scores on truthfulness and similarity.3. The amount of consumers attitude changes was different according to the perceptions of model attributes as well as the types of model.

• 한국의류산업학회지
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• 제7권2호
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• pp.187-195
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• 2005

The purposes of this study were to investigate the effects of the elements of textile design on consumer emotion and to develop the emotion model which is suitable for the textile design. The descriptive system of textile design was developed based on the previous studies. Emotion measurement scale was developed to analyze the consumer emotion for the textile design. 20 representative types of textile design were collected as stimuli set for this study, consumer emotion on each design type was examined and was analyzed through the survey. For the data analysis, principal component analysis was employed. As a result, 8 emotional factors such as 'Modern', 'Fun', 'Natural', 'Elegance', 'Classic', 'Ethnic', 'Wild' and 'Sporty' were derived from the results of the survey. Emotion measurement scale which consisted of 8 factors was developed to analyze the effects of the elements of textile design on consumer emotion and 80 representative types of textile design were collected. In addition, the emotion which consumers feel for the textile design types was investigated and each textile design was described according to the descriptive system of textile design. Statistical methods of pearson correlation and multiple regression were employed to analyze the relationship between the elements of textile design and consumer emotion. The results of this study revealed that 15 design elements which affected consumer emotion were the size of motives, the shape of motives, the degree of tone contrast among motives etc. This study findings can provide specific design methods for the effectiveness of consumer emotion.

• Human Ecology Research
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• 제58권4호
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• pp.517-537
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• 2020

This study investigated how consumers and company employees differ in their perceptions of boycotts based on the co-orientation model. Regarding the reasons of boycotts, consumers take both consumer damage cases and unethical conduct equally seriously, while company employees take consumer damage cases more seriously than unethical conduct. Consumer perceptions of the necessity for boycotts was higher than company employees, while employees were more aware of the negative impact of boycotts than consumers. Based on the co-orientation model, we examined how consumers and employees estimate differences in their perceptions of boycotts. The results showed that consumers and company employees are not accurately aware of each other's perceptions. Lastly, logistic regressions were conducted to identify the factors affecting three types of participation: online opinion expression, personal non-purchasing, and persuading other people to join the boycotts. The results showed that male consumers are more likely to participate in online opinion expression; consumer perceptions of effectiveness of boycotts and the perceived severity of consumer damage increase the likelihood of participation in online opinion expression. Consumer perceptions of the necessity of boycotts and their opinion leadership increased the likelihood of non-purchasing. Finally, consumers with higher opinion leadership and female consumers were more likely to encourage others to take part in boycotts. In addition, consumers are more likely to persuade others to join the boycotts if they have stronger beliefs that companies will not seriously consider consumer problems.