• Fashion & Textile Research Journal
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• v.21 no.5
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• pp.574-585
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• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• Journal of the Korea Society of Computer and Information
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• v.29 no.6
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• pp.211-221
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• 2024

Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention. However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.1
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• pp.627-632
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• 2021

Luxury products are sold in various online shopping malls in China. Companies utilize celebrities as their advertising models or disclose their CSR information to lower perceived risk. This study scrutinized the effects of CSR information and celebrity models on the relationship between perceived risk and the intention to use online shopping malls. According to the elaboration likelihood model, when consumers perceive high risk, they use the central route to process information and form attitudes. Celebrity models and CSR information as secondary clues may not have a significant effect. To test the hypotheses, a 2 (risk H/L)×2 (CSR)×2 (model) factorial design was employed. Study results found in a low perceived risk situation, CSR information or a celebrity model endorsing their products significantly increased the intention to use the shopping mall (model w/ 3.407 vs. w/o 2.88; CSR w/ 3.29 vs. w/o 2.779). However, in a perceived high-risk situation, their effects were not significant. Therefore, it is noteworthy that celebrity models and CSR information are effective in increasing the intention to use online shopping malls only when consumers use peripheral routes in a perceived low-risk situation.

• Journal of Korean Society for Geospatial Information Science
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• v.23 no.3
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• pp.3-10
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• 2015

All kinds of objects on the ground have inherent spectral reflectance curves, which can be used to classify the ground objects and to detect the target. Remotely sensed data have to be transferred to spectral reflectance for accurate analysis. There are formula methods provided by the institution, mathematical model method and ground-data-based method. In this study, RapidEye satellite image was converted to reflectance data using spectral reflectance of a CASI hyperspectral image by using vicarious radiometric calibration. The results were compared with those of the other calibration methods and ground data. The proposed method was closer to the ground data than ATCOR and New Kurucz 2005 method and equal with ELM method.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.233-247
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• 2020

The video content platform, which is a social media, is used as a means of producing various contents with high immersion, ease of use, and low production conditions. However, existing social media-related studies were insufficient to examine differences in existing information attributes despite the differences in platform types. Therefore, this study intends to examine the relationship between existing media and social media information attributes. The research model was analyzed by surveying 213 video content users. As a result of the research model analysis, information playability, information timeliness, and information provider reliability had a significant effect on information usefulness. However, information vividness, information accuracy, information neutrality, and professionalism of information providers did not have a significant effect. Through this study, the difference between video content and existing media or social media was found, and it was found that a reliable information provider should provide pleasant content at the right time. In addition, through the understanding of the information processing process of video content, which is a key player in the growth of social media, we believe that it will be very helpful in producing quality content.

• Journal of Information Technology Services
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• v.11 no.3
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• pp.49-65
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• 2012

This study aims to investigate the factors influencing followers' continuous usage intention of twitter based on Elaboration Likelihood Model. In particular, central route(information itself) and peripheral route(twitterian's trustworthiness) are tested to reveal which has a more influential role in effecting the continuous usage intention of power-twitter. Furthermore, this study tests the relationship of users' attitude and continuous usage intention. The results indicate that argument quality, accuracy(central route), source expertise and source trustworthiness (peripheral route) have an influence on attitude. However, trustworthy on central route is not significant. Argument quality, trustworthy, accuracy(central route) and source expertise(peripheral route) have an influence on perceived usefulness. But source trustworthiness on peripheral is not significant. Attitude has an influence on perceived usefulness, and attitude and perceived usefulness both have an influence on perceived usefulness. In conclusion, central route is more influential than peripheral route in forming a positive attitude towards arguments, which in turn leads to the perception of twitter's usefulness, and in the end brings the continuous usage intention of twitter.

• Journal of Global Scholars of Marketing Science
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• v.3
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• pp.195-213
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• 1999

정보사회로의 급격한 변화와 소비자들의 편리함에 대한 욕구의 증가로 최근 홈쇼핑은 새로운 유통환경을 창조하며 기업의 마케팅 활동과 소비자의 소비 구매 행태를 크게 변화시키고 있다. 이는 쌍방적 구조로 이루어져 있는 전형적인 직접마케팅 형태 중 하나로 일반 유통 구조와는 색다른 촉진 기법을 사용하고 있다. 본 연구에서는 홈쇼핑의 대표적인 촉진기법 중 하나인 희소성 메시지의 광고효과를 살펴보는 바, 각각의 고/저관여 제품에 있어 두 유형의 희소성 메세지(주문 가능한 제품의 수량을 제한하는 주장, 제품의 주문 가능한 시간을 제한하는 주장)와 희소성 메세지가 포함되지 않은 광고 사이에 광고 효과에 차이가 있는지 비교 분석함으로 희소성 메시지의 광고효과를 살펴보고자 하였다. 카탈로그를 통한 실험 연구 결과, 저관여제품이나 고관여제품 모두에서 시간을 한정하거나 수량을 한정하는 희소성 메세지와 비희소성 메세지간에 소비자의 광고에 대한 태도나 광고상표에 대한 태도 및 구매의도에 유의한 차이가 나타나지 않았다. 단지 시간을 한정하는 희소성 메시지는 유의한 차이를 보였으나 그 차이 역시 미미하였다. 이로써 카탈로그에서는 고관여제품, 저관여제품 모두에서 희소성 메세지의 광고 효과를 확인할 수 없었다. 따라서 카탈로그에서 희소성 메시지는 소비자에게 영향을 미칠만한 광고효과를 창출하지 못하므로 광고 효과를 강화시키는데는 적합한 수단이라고 볼 수 없으며, 희소성 메세지를 활용하는 것은 무의미함을 알 수 있었다. 저관여제품에서 희소성 메시지의 효과가 입증되지 못한 이유는 실험 매체로 이용한 카탈로그 자체가 Krugman(1965)이 주장한 저관여 정보처리 과정을 거치는 저관여 매체이기 때문이라 추측된다. 그리고 고관여 제품의 경우 시간을 한정하거나 수량을 한정하는 희소성 메시지의 비효과성이 입증된 것은 정교화 가능성 모델(ELM)에서 주장되는 연구와 일치함을 의미한다.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• Journal of Digital Contents Society
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• v.19 no.4
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• pp.649-659
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• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

• School Mathematics
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• v.15 no.3
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• pp.619-632
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• 2013

One area where research is especially needed is their elaboration process and how they elaborate their idea as a group in a mathematical board game re-creation project. In this research, this process was named 'Mathematical Elaboration Process'. The purpose of this research is to understand how the gifted children elaborate their idea in a small group, and which idea can be chosen for a new board game when they are exposed to a project for making new mathematical board games using the what-if-not strategy. One of the gifted children's classes was chosen in which there were twenty students, and the class was composed of four groups in an elementary school in Korea. The researcher presented a series of re-creation game projects to them during the course of five weeks. To interpret their process of elaborating, the communication of the gifted students was recorded and transcribed. Students' elaboration processes were constructed through the interaction of both the mathematical route and the non-mathematical route. In the mathematical route, there were three routes; favorable thoughts, unfavorable thoughts and a neutral route. Favorable thoughts was concluded as 'Accepting', unfavorable thoughts resulted in 'Rejecting', and finally, the neutral route lead to a 'non-mathematical route'. Mainly, in a mathematical route, the reason of accepting the rule was mathematical thinking and logical reasons. The gifted children also show four categorized non-mathematical reactions when they re-created a mathematical board game; Inconsistency, Liking, Social Proof and Authority.