• International Journal of Internet, Broadcasting and Communication
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• v.16 no.3
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• pp.47-55
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• 2024

We examined how different types of brand personality play a role to develop a specific consumers' expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers' responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers' responses in times of crisis. Theoretical and empirical implications are discussed.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.19-34
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• 2021

The aim of this study is verifying the effects of chatbot's error types and structures of error message on attitude, behavior intention towards the chatbot and perceived usability of the chatbot. The error types of chatbot are divided into 'experience' error and 'agency' error, which set different expectancy level, according to mind perception theory. The structures of error message were either unstructured condition composed of error specification only or structured condition composed of apology, explanation and willingness of improvement. It was found that score of perceived usability was higher in experience error condition than agency error condition. Also, all three scores of dependent variables were higher in structured error message condition than unstructured error message condition. Furthermore, expectation gap of experience didn't predict the dependent variables but expectation gap of agency predicted all three dependent variables. Finally, the tendency of interaction effect between the error type and the structure of the error message on expectation gap of agency was observed. This study confirmed the mitigating effect of structured error messages and the possibility that these effects may vary by the type of error. The result is expected to be applicable to design of error coping strategies that enhance user experience.