• Asia pacific journal of information systems
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• v.25 no.4
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• pp.784-804
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• 2015

This study investigates the effects of a two-sided message on product attitude and purchase intention by using a message structure variable, such as attribute importance in the context of online consumer reviews (OCRs). Study 1 explains the previous inconsistent results of a two-side message by comparing a one-side message and a two-side message by using the attribute importance in negative reviews. Study 2 determines the reasons for the inconsistent results of a refutational two-sided message research by using the attribute importance in negative reviews and website trust. Two experiments are designed to test our hypotheses. The first experiment is a $2{\times}2$ factorial design with 84 participants. The second experiment uses a $2{\times}2{\times}2$ factorial design with 196 participants. In study 1, two-sided OCRs are more credible than one-sided OCRs, and two-sided OCRs that use low important attributes are more effective in making favorable product attitude/purchase intention. In study 2, refutational two-sided OCRs that use high attribute importance render positive effects on product attitudes in trustworthy websites. However, the refutation could negatively affect product attitude/purchase intention in low trustworthy websites.

• Journal of Fashion Business
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• v.18 no.6
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• pp.188-207
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• 2014

The purpose of this research was to examine the extent of deontological (values) and teleological evaluation (considering consequences) used in arriving at an ethical judgment concerning intention to purchase a fashion counterfeit. In addition, the effect of psychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness, public self-consciousness, and materialism) and product attributes (perceived fashion content, physical appearance, and image) on intention to purchase a counterfeit product were investigated. Two alternatives and possible consequences as well as the scenario were given to the participants. The first alternative is persuading a friend not to buy a counterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwestern university. Data were analyzed using confirmatory factory analysis and structural equation modeling. The proposed structural models fit the data adequately in both alternatives, and all paths were significant. Participants followed the decision making steps outlined by Hunt and Vitell (1986) in both alternatives. Personal characteristics exerted no influence on behavioral intentions concerning counterfeits. Two product-related characteristics (i.e., physical appearance of a counterfeit and projected image of a counterfeit) had direct effects on the behavioral intentions. The conclusions of this research are helpful in improving our understanding of variables that influence consumers' purchasing counterfeit luxury products.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.191-197
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• 2008

Despite increasing consumption of luxury brands, research about consumption of luxury brands is limited.The purpose of this article is to gain a deeper understanding of important role of intrinsic consumption motivations in consumption of luxury brands. This article investigated the relationships among consumption motivations, conspicuous consumption belief, Product quality belief, and attitude toward consumption of luxury brands using structural equation modeling. The results reveal that, other-oriented consumers were likely to have strong conspicuous consumption belief,whereas consumers with strong self-oriented value tended to place more importance on product quality attribute of luxury brands. Moreover, Consumers who take into account extended-self tended to have strong conspicuous consumption belief while consumer who put more importance on experientialism were more likely to have greater importance on product quality atthbute. And both conspicuous consumption belief and product quality belief influenced positive attitude formation toward luxury brands.

• Fashion, Industry and Education
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• v.16 no.2
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• pp.30-39
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• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• Journal of the Microelectronics and Packaging Society
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• v.6 no.4
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• pp.73-77
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• 1999

Revolutionary changes on multimedia, network and PDA(Personal digital assistants) causes PCB(Printed circuit beard) manufacturers to change their attitudes to product. Traditional idea for current market such as price, market, and service has collapsed down and new digitalization urges PCB manufacturers to deal with new technologies, shorter lead time with reasonable price, high qualities. Therefore PCB manufacturers have an effort to develop new marketing, products, processes for low cost to keep up pace with assembly makers.

• Knowledge Management Research
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• v.24 no.4
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• pp.87-102
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• 2023

Awe is recognized as an emotion linked to enhancing openness to new experiences and broadening one's cognitive perspective through the acquisition of new knowledge. This research aimed to investigate awe's impact on consumer behavior in advertising, using a 2 (emotion: awe/control) × 2 (product type: innovative/non-innovative) experimental design with 118 undergraduate students in Seoul, Korea. Findings revealed that awe-inducing advertising significantly increases product preference and positive technology readiness, particularly for innovative products compared to non-innovative ones or when awe is not elicited. The analysis of moderated mediation showed that positive technology readiness plays a mediating role in the relationship between awe induction and product preference. Notably, in the case of innovative products, awe-inducing advertising heightens positive technology readiness, subsequently increasing consumer preference for these products. These results reinforce existing literature on awe's positive effects, demonstrating its role in augmenting consumers' favorable attitudes toward innovative products. The study offers valuable insights for marketing strategies of companies promoting innovative products or services, highlighting the effectiveness of awe-inducing emotional appeals in shaping consumer attitudes towards innovation.

• Journal of Global Scholars of Marketing Science
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• v.12
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• pp.99-119
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• 2003

A model is proposed for the role of emotional intensity of a web site, and the moderating influence of product involvement, in the Integrative Framework of persuasion (Meyers-Levy and Malvaiya 1999). The model also appropriately operationalizes the constructs emotional intensity of a web site and product involvement The three routes to persuasion, Central, Peripheral, and Experiential correspond to high, moderate, and low involvement (Meyers-Levy and Malaviya 1999). The involvement construct is measured from message recipients using the Personal Product Inventory (Pill, which was developed to capture the concept of product involvement (Zaichkowsky 1985). The conceptualization of the Personal Product Inventory is a contextrree measure that also has robust psychometric properties when applied to advertisements (Zaichkowsky 1994). The propositions highlight the expected importance of emotional intensity of a web site. The moderating influence of product involvement is also proposed. Specifically, what this work proposes is that the emotional intensity of a product site has a larger impact on attitude change under low product involvement, as opposed to moderate product involvement. Support for this reasoning can be found in the persuasion literature (Petty et al 1986). The Petty et al (1986) frame work is a dual process descriptive and predictive frame work in the area of altitude formation and change. Recently, Myers Levy and Malaviya (1999) have proposed a tri-process framework. This is in tum based on the dual process model of Petty et al. (1986). The study outlined in this paper aims to deepen the Meyers Levy and Malaviya (1999) and frame work. The propositions outlined in the model are empirically tested using a repeated measures experimental design. The emotional intensity is measured using a scale that is based on experts judgments. Using a paired comparison t-test two sites are determined to be of high and low emotional intensity. The model is tested using a repeated measures experimental design. The first independent variable Emotional Intensity of the site is manipulated. The Second independent variable, Personal Product Inventory is measured. While, the dependent variable, product altitude change will also be measured. Utilizing Analysis of Variance (ANOVA) the data is analyzed using SPSS. The results suggest that besides the rational content of messages their emotional content can also influence attitude change. Specifically, it is proposed that the manipulation of emotional intensity of a product Web site has a greater impact on product altitudes under high and low product involvement conditions, rather than moderate product involvement. However, the results for product involvement as a continuous variable has a p value of 0.09. Further, the results for three levels of product involvement were far from significant. For two levels of product involvement also, the results were insignificant, the p value approached 0.20. This evidence indicates that it is premature to conclude that there are three routes to persuasion. A caveat, however, must be added, in that the manipulations may not have been strong enough to test the proposed hypotheses. Further, undoubtedly, there is unequivocal evidence the emotional intensity of a product Web site, as measured here, has a direct impact on product attitudes.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.4
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• pp.625-639
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• 2015

The number of Chinese tourists visiting Korea has rapidly increased over the last decade. It is important to understand Chinese consumption patterns and shopping behavior because they have become major customers in the Korean fashion market. This study focuses on how Chinese tourists feel while shopping in Korea and how emotions influence their attitude towards purchased products. We examine how planned purchase and unplanned purchase impact shopping emotions and product usage satisfaction. A survey was conducted on 550 women between 20 and 60 years of age who have visited Seoul more than once with an online panel from an international survey firm. Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their recent visit and to answer if it was a planned or unplanned purchase. This study also measures emotions during product purchases and usage satisfaction. The respondents are categorized into heavy and light buyers according to purchasing power to determine the moderating effects of purchase amount. The results indicate that planned purchases tend to deliver positive emotions that enhance product usage satisfaction. In the case of unplanned purchases, without the mediating role of positive shopping emotions, it has a negative impact on product attitude and shows the importance of positive emotions during shopping. The influence of unplanned purchases on shopping emotions or product attitude in light buyers is not significant for the moderating effect of purchasing power. Only planned purchases trigger product usage satisfaction when it is mediated by positive emotions.

• Journal of Global Scholars of Marketing Science
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• v.17 no.3
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• pp.21-37
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• 2007

This research investigates relationships between a company's corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships. Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.