• The Korean Journal of Franchise Management
• /
• v.9 no.2
• /
• pp.31-38
• /
• 2018

Purpose - In recent years, many companies include franchises have acquire customers by making an online stores and they are carrying out permission marketing activities with e-mail and SMS. Permission marketing requires voluntary customer approval for receiving commercial messages such as cross-selling and upselling. Therefore, it is necessary for the business to induce the customer's acceptance. The purpose of this study is to examine which type of different messages can affect higher in consumer persuasion. Thus, we investigated the impact of descriptive norm message on intention of reception in an online store context, and its interaction with chronic regulatory focus. Research design, data, and methodology - This study hypothesized that the descriptive norm message would affect positive influences to consumers' intension of reception. Specially, this study inquired into whether the interaction effect between descriptive norm and regulatory focus. To verify the hypothesis, we conducted 2 × 2 between-subject factorial design with message type (general message and descriptive norm message) and regulatory focus(promotion focus and prevention focus) as independent variables. Participants of the experiment were assigned to one of 2 kind experimental situations randomly according to characteristics of message type. A total of 131 participants (descriptive norm message: 65, general message: 66) responded for this study. The data were analyzed using frequency analysis, exploratory factor analysis, and two-way ANOVA. Result - The results of the study are as follows. First, we found main effects of the descriptive norm message. The intention of reception were significantly higher in the descriptive norm message rather than general message as in previous researches. Second, interaction effect between the descriptive norm message and regulatory focus was significant. The prevention focus (vs. promotion focus) were hight in a positive behavior intention when the descriptive norm message was given. Conclusions - This study verifies the main effect and interaction effect of descriptive norm message and regulatory focus on the consumers' intention of reception in permission marketing, and persuasive message in the online store context. The results of this study will provide various advantages to companies that want to establish long lasting relationship with customers by carrying out permission marketing in the future.

• International Journal of Contents
• /
• v.13 no.3
• /
• pp.17-24
• /
• 2017

Video games are an alternative channel for public health authorities constantly striving to reach target audiences and make positive changes. The objective of this research is to address effectiveness of health games as a health promotion technology for anti-smoking communication. This study tested the impact of advertising message types and voice-over relative to anti-smoking persuasion. By using commercial-level custom-made first person shooter (FPS) games, two experimental studies demonstrated usefulness of applying health games to change a player's attitude towards smoking. In particular, an interactive in-game message with a persuasive voice over was the most effective method to change targets' attitude towards smoking. Findings of our research offer meaningful insight on health promotion research and provide possible directions for future anti-smoking communication using health games.

• The Journal of the Korea Contents Association
• /
• v.21 no.2
• /
• pp.604-621
• /
• 2021

Examination of the concurrent evolution of communication tools and eating behaviors over recent decades reveals that social media and other forms of digital content have become powerful new driving forces for nutritional choices and food consumption. The purpose of this research was to examine the effect between goal orientation of message (promotion versus prevention) and the type of message (text versus image) on effectiveness of the message. The findings showed that individuals exposed to a promotion-focused message similarly responded to the message regardless of the type of the message. By contrast, those who exposed to a prevention-focused message showed significantly more positive responses to the message posted on the text-based social media than the message on the image-based social media. The findings indicated that, if presented effectively, social media could be harnessed to promote healthier eating habits and behaviors, prevent those which can be harmful, and ultimately improve an individual's daily food consumption and overall quality of life.

• The Journal of the Korea Contents Association
• /
• v.20 no.3
• /
• pp.81-91
• /
• 2020

This study explored message framing methods for effective campaigns to prevent suicide. In particular, the study reviews the gain message and the loss message. In the effect of campaign message, gender differences and Any differences between the suicide high risk group and low risk group were explored. Subjects were a total of 98 people. A total of 10 messages were presented as loss framing and gain framing, respectively. The attitude towards these messages were then measured. Suicide low risk group showed favorable attitude toward gain framing messages that emphasized the benefits of not committing suicide. Meanwhile suicide high risk group showed a similar effect of gain framing and loss framing. Compared to men, women showed a favorable attitude toward gain framing. also high persuasive effects. In other words, this indicates that a more effective way of expressing messages to prevent suicides is to take a positive approach rather than a negative approach. Implications of the these findings are discussed and directions for future research are advanced.

• The Journal of Korean Association of Computer Education
• /
• v.18 no.6
• /
• pp.33-42
• /
• 2015

Based on the Construal Level Theory, this study aims to investigate how information security vaccine users' selection intentions differ from each other according to the selection time of information security vaccine, advertisement message types, and information security knowledge levels. For the foregoing, this study conducted an experiment by applying an experimental design of 2(knowledge level: high/low) ${\times}2$(temporal distances: short distance/long distance) ${\times}2$(advertisement message types: how(concrete)/why(abstract)) on computer security vaccine softwares. As a result, this study confirmed that the selection intentions about information security vaccines differed from each other according to the temporal distance and advertisement message type, and also varied according to the information security knowledge level. In conclusion, this study provides an implication that the consideration of well-timed persuasive message is especially important for the users at the high level of knowledge. Also, this research implies the necessity of development of abstract thinking ability based on temporal distance for the users at the low level of knowledge.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.36 no.4
• /
• pp.100-110
• /
• 2008

The purposes of the study were to analyze the effects of determinants and persuasive messages on the willingness-to-pay cultural & heritage assets' admission fees. Recently visitors have responded to a nationwide boycott of the fees within national parks due to feelings of disapproval and resentment. Data were collected through onsite surveys of 302 visitors in the Mt. Gyeryong National Park. Regression analysis and two-way ANOVA were employed to obtain the results. The results indicate that credit card payment was the most prominent predictor of willingness-to-pay at the .05 level. The second highest coefficient was obtained in the condition levying of admission fees and parking fees at the same time, providing temple interpretive services, followed by free days for everyone on special days each month. In addition, the most persuasive message was the descriptive content, which stated that fees were profoundly committed to the protection of the cultural heritage for future generations. As a result, it is effective to continually persuade visitors to use posters or reminders that stress the preservation of cultural assets at the entrance gate.

• Archives of design research
• /
• v.15 no.2
• /
• pp.91-100
• /
• 2002

Unlike a study related in language alone, rhetorical study of current time, composed with multi-culture, medias, communication, presents its own field that covers from the form of discourse(persuasive) to another form of discourse(not persuasive). If there was a study of making beautiful sentences for story and finding simple method of speech in Greek and roman period of an ancient time, it now a study in which one finds the essence of literary style or terminology in the expression of sentence. The taller case is especially important, given that the importance of what to express visually is on-going active procedure of this stuffy as itself an activity of communication. When a visual object persuades viewers, the activity of communication derives them to react and to understand the intention of an artist. The matter of how to speak is the matter of how to shape message persuasively. This persuasive method or technique is study of rhetoric. The three aspects (figurative, accentuating, mutating) of rhetorical expression of an illustration, the visual image can give fresh feelings to be in intimate relations with public. These rhetorical expressions also vitalize the story that is expressed on illustration with crisp image. It helps to attain expected effects while discovering essential meaning through the corresponding linguistic interpretation of an image. The study aims at the most effective way to communicate by figuring the most strong and direct illustrative message out. One of the method is to patternize illustrative expressions that are established from all kinds of shapes of Rhetoric. Therefore ,an operation of significance and an implication can shape an ultimate goal of this study from acknowledging the mechanism that modern illustration embraces.

• The Journal of the Korea Contents Association
• /
• v.22 no.4
• /
• pp.352-364
• /
• 2022

As the types of actions and the magnitude of the required actions for environmental improvement get diversified, the necessity to develop effective messages is increasing. This research tries to develop proper messages with message characteristics of message framing and value orientation per different types of behaviors using a 2(message framing: gain/loss) × 2(value orientation: individual/social) × 2(magnitude of the requested behaviors: high/low). The results showed that framing and the magnitude of the requested behaviors had main effects on message attitudes and behavioral intentions. The gain framing showed more favorable effects than the loss framing, and the low magnitude of the requested behaviors showed better persuasive effects. According to the results of interaction effects, the gain framing showed higher behavioral intentions than the loss framing in the individual-oriented message, and there were no differences between the frames in the social-oriented message. When the magnitude of the requested behavior was high, the gain framing in the individual-oriented message was more favorable than the loss framing. On the other hand, when the magnitude of the requested behavior was low, the gain framing in the social-oriented message was more favorable. Although there were differences in the form of interactions by the magnitude of the requested behaviors, the individual-oriented gain framing message was found to be the most effective.

• Journal of Korean Society of Forest Science
• /
• v.87 no.3
• /
• pp.317-327
• /
• 1998

This study was conducted to find out whether persuasive messages with different contents of information (aesthetic, aesthetic+ecological, aesthetic+ecological+economic, aesthetic+ecological+economic +educational) about the consequences of littering influence users' awareness of the consequences of littering, personal norms and littering behaviors in a recreation setting based on the Schwartz's norm activation theory. Data were collected at the Second Campground in the northern managerial district of Chirisan National Park. Of the total 177 questionnaires distributed, 144(85%) were used for the study. In addition to that, in order to find out whether personal norms on littering were changed from 1994 to 1996, data collected at the same campground in 1994 were also partly used. Based on the result of the study, persuasive messages didn't directly affect the users' level of the awareness of the consequences(AC) of littering, personal norms, and littering behavior. People whose awareness of the consequences of littering are higher, however, tended to have stronger personal norms about littering. And also, people whose awareness of the consequences of littering are higher or people whose personal norms are stronger appeared to litter fewer than people whose awareness of the consequences or the strength of personal norms are lower. The extent of personal norms about littering was not changed through 1994 to 1996. The results were discussed and some management alternatives were suggested.

• The Journal of the Korea Contents Association
• /
• v.16 no.9
• /
• pp.22-39
• /
• 2016

How to obtain the financial resources has not been sufficiently addressed, although the unification of Korea incurs enormous cost. This study explains what tax payers of Korea think with regard to the unification tax which is a contradictory issue as a financial resource. The authors analyzed demographic factors, an initial attitude to unification and tax system, and the degree of knowledge as independent variables affecting the intention to pay the unification tax. Furthermore, through the prospect theory, the authors found out how the attitudes of tax payers change by providing them with different messages according to whether they support or oppose the unification tax. The results showed that a group who are male, a group who are old, and a group with high income tend to support the unification and the unification tax more than others. And the results presents that a group who has more interests in both the unification and the unification tax and a group who has more knowledge about the unification and the tax system have more willingness to pay the unification tax than others. In addition, with regard to the persuasive effect of distinct message types, a message which conceals the cost of attitude change was demonstrated to be more effective than a message which emphasizes the benefit.