• Journal of Families and Better Life
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• v.26 no.1
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• pp.1-14
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• 2008

The purpose of this study was to investigate compensatory consumption propensity by male and female college students. The subjects of the study were 483 college students in Seoul, and SPSS 12.0 was used for statistical analysis. Two different types of compensatory consumption were considered separately positive compensatory consumption and negative compensatory consumption. The major findings were as follows. First, for male college students, drinking was the most preferable means of compensatory consumption to compensate for both negative and positive emotions. For female college students, their consumption patterns tended to include clothing purchase and eating-out for positive emotions and eating-out, reading and drinking for compensating negative emotions. Second, for both male and female students, the consumption propensity for compensating positive emotion was found to be higher than that for compensating negative emotion. And the consumption propensities for compensating positive and negative emotions were higher for female students when compared to those of male students. According to the results of regression analysis showing the relative effect of each variable to compensatory consumption, sex and consumption tendency were found to be relative variables on both positive and negative compensatory consumptions. Female students were found to be more likely to consume for compensating emotion than male students after other variables were controlled. For positive compensatory consumption, consumption propensity and materialism were found to be the most effective variables, and for negative compensatory consumption, materialism was the most effective variable.

• East Asian Journal of Business Economics (EAJBE)
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• v.5 no.3
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• pp.48-63
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• 2017

Purpose - The objective of this research is to investigate not only the effect of a company creating shared value (CSV) influencing consumers' emotions that lead to prosocial consumer behavior but also the moderating effect of Companies' authenticity in the causal relationship between economic or social value of CSV and either gratitude or pride of consumers. Research design, data, methodology - The 9 hypotheses presenting the relationship among CSV, consumer's emotion and prosocial consumer behavior were proposed and tested in this study. Research data were collected from the surveying of 350 respondents over 20 years and the 340 samples were used to test the proposed hypotheses. SPSS 20.0 and AMOS 20.0 were used for statistical analysis such as reliability test, validity test and path analysis. Results - The results show that the economic or social value of corporate CSV activities affects positively consumer's gratitude or pride except for the relationship between social value of CSV and consumer's pride. The results also show that gratitude or pride of consumers affects positively consumers' prosocial behavior. We also found that there is a moderating effect of Companies' authenticity in the causal relationship between economic or social value of CSV and either gratitude or pride of consumers. Conclusions - Company's activities in creating shared value influences consumer emotions and pride, and although these activities induce gratitude, this does not apply to pride. In addition, when these shared value activities influence consumer emotions, the authenticity of the company has shown to have a moderating effect.

• Culinary science and hospitality research
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• v.21 no.3
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• pp.116-129
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• 2015

In order to maximize customer satisfaction and provide differentiated customer-oriented marketing strategies, it is important to understand the essence of consumer behavior and characteristics of their market segmentation. Therefore, this study explored the relationships among five different food-related lifestyle (i.e., health, fashion, taste, economy and safety oriented), positive emotion, and satisfaction. An analysis of 338 samples drawn from college students who visited coffeehouse at least once in the previous months was performed. The results revealed that, taste, economy, and safety oriented lifestyle significantly affected positive emotion, and positive emotion significantly affected satisfaction. The findings highlight the significant role of coffeehouse customer food-related lifestyle toward positive emotion in the formation of satisfaction, and therefore generate theoretical and practical implications for the coffeehouse industry.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.3
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• pp.133-149
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• 2007

Amid a wave of informatization, the world is allowing diverse exchanges and cooperations in the global village to be promoted. And, a change in the life environment and the consumption pattern allows the key word in distribution revolution called 'online' and 'emotion' to be recalled. As the emotion is being positioned as the trend of the new era, this study has its significance in that even the fashion industry desperately requires the emotion marketing aiming at the artistic value and practicality in fashion and the creation in value-added, and requires the development and utilization plan for diverse VMD programs on the rational dress shop, like the successful case of the trendy shop such as America's large bookstore 'Barnes & Noble.' Accordingly, the purpose of this study is to design and suggest the virtually trendy dress shop as one plan of utilizing VMD, by examining about the fashion business environment and about 'emotion trend' according to the consumer purchase needs, and through researching into the cases of the trendy dress shops with the emotion marketing. The virtual trendy dress shop 'Muse,' which was proposed as its research result, was designed with having the main concept as urban naturalism, which points to the urban and sophisticated coordination, and to the simple personality and rational value, as one method of utilizing VMD in the differentiated dress shop. And, it is desired to be performed the researches on the development and the utilization plan for diverse VMD programs in the dress shop down the road.

• Journal of Digital Convergence
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• v.17 no.1
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• pp.389-401
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• 2019

The purpose of this study is to clarify the relationship between servicescape experience of visitors to professional baseball stadium, control perception on the spot, consumption emotion, and revisit intention. A total of 273 questionnaires were analyzed using SPSS 20.0 and AMOS 20.0. The validity of the data was verified through frequency analysis, reliability analysis, confirmatory factor analysis, and correlation analysis. The hypothesis was verified by structural equation model analysis. First, servicescape has a statistically significant effect on control perception. Second, the control perception in the servicescape has a significant effect on the consumption emotion. Third, servicescape effected consumption emotion. Fourth, consumption emotion had a significant influence on the revisit intention. The results of this study suggest that visitors to baseball stadiums can induce revisit intention through positive experience of servicescape. The specific discussions and implications are described in the text.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Science of Emotion and Sensibility
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• v.5 no.1
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• pp.49-60
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• 2002

The aims of the study are first, in other to meet the demand for a new product design process, to review the prototype theory and to find out the conceptual structure of product aesthetics, which is another properly thought to be as important as the typical pattern in an effort to patch up the theory second to help designers overcome the limits of idea generation and create consumer oriented designs with a high success rate by setting up a new product design process that is established through the application of the aesthetically influential factor 'proportion'based on the preceeding studies that tested product aesthetics measuring devices. In other words, this study tries to find out product categories, making use of the prototype theory to introduce an ideal proportion for product design, recognizing the importance of proportion by conducting product pattern analysis: to create a differentiated method that can product consumer oriented designs, even if it only manipulate proportion and to establish a new design process that can systematically explain the methodology for various form generation that applies proportion. This study reviews the theoretical aspects of concepts pertaining to the above … and, based on them, empirically tests them by patting to use the programs, for proportion manipulation. This study was conducted in the following way: To begin with, this study takes out proportion out of some aesthetically influential factors that has a great impact on the way consumers prefer certain product designs and tries to see how proportion affects the consumer preference when consumers select a product. In addition, we could analyze the difference between the ideal proportion that consumers prefer and the traditional golden proportion produced through theoretical studies. The correlations between preferred proportion and ideal proportion, and preferred proportion and golden proportion could be shown. In order that we may create form variations through more detailed proportion manipulation on the basis of the ideal proportion verified as preferable, we again applied the proportion factor to the process utilizing PDS(proportion Distortion System). In the way the restraint of form generation could be pursued. All in all, this study makes an attempt to set up a design process to create new product forms through the application of Proportion.

• Science of Emotion and Sensibility
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• v.10 no.3
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• pp.393-402
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• 2007

The purpose of this study is to provide the design direction based on consumer sensitivity through the structure between product design preferences - sensitivity image - design elements. For the purpose, we selected men's shaver products for this study subject and collected 164 shavers' pictures released between 2001-2007 years. Then, we carried out a pilot test for collection of sensitivity images about shavers, made a survey using semantic differential method and analyzed the survey. According the result, consumers preferred the sensitivity images "luxury, attractive, stable", design elements satisfied the preference images were "form of body is not a circular arcs or a polygon, material is steel, button is push style, and a color of body is not brown." This study can provide a base of the causal relationship between design preferences - sensitivity image - design elements and a design process to predict consumer sensitivity-oriented design.

• Journal of Fashion Business
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• v.21 no.5
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• pp.61-77
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• 2017

Fashion companies are increasingly becoming aware of the importance of Digilog as a response strategy to an emotional stimulus, in order to win the hearts of consumers, because the Digilog provides a new type of emotional value. The features of Digilog found in modern fashion are characterized as follows: first, the "Fashion Image of Hybrid Nature" expresses nature in a new light or reinterprets existing expressions of nature, by using cutting-edge technology based on the psychological desire to return to, adapt with, and harmonize with nature. Second, the "Fashion Image of Nostalgia," which exhibits past forms of regressive fashion, is a fashion code that can be understood as a social trend. It has a digital exterior, with retro materials and old perfumes that reflect psychological comfort, as its expressive medium. Third, the "Lifestyle through the Technique of Interaction" is the sharing of information through consumer participation and delivery, or its interaction. Fourth, the "Fashion Design through the Technique of Customizing" allows consumers to actively participate in the design process. It reflects the consumer's desire to personally design fashion products. Fifth, the "Emotion Sharing through the Technique of Storytelling," which focuses on intangible values, is based on the sentiment of communication between the consumer and the brand, thereby satisfying the inner values as well as the aesthetic demands of consumers. This study confirmed that digital fashion, which uses digital technology based on analog sentiments, has opened up a new environment for fashion culture and has also widened the boundaries of fashion.