• 산경연구논집
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• 제11권10호
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• pp.59-73
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• 2020

Purpose: The ultimate purpose of this work is to investigate gender differences in the relationships between product quality cues and perceived values at a food select shop. Specifically, this study examines the effects of internal and external cues, which are indicators of product quality, on emotional and social values based on gender differences. Research design, data and methodology: In this study, a questionnaire technique was used to collect the data necessary to test the proposed model. 183 data were collected through this technique. PLS SEM (Partial Least Squares Structured Equation Model) was used to test the research model. Results: First, there is no gender difference between intrinsic cue and emotional value. When using male and female data, there was no significant causal relationship between intrinsic cues and emotional values. Second, we found no gender difference between intrinsic cue and social value. When analyzed with female data, there was no significant causal relationship between intrinsic cue and social value. On the other hand, in the case of men, it was found that a weak causal relationship exists. Third, this study found gender difference between extrinsic cue and emotional value. In the case of men, it was found that a weak causal relationship exists, whereas in the case of women, a strong causal relationship exists between extrinsic cue and emotional value. Fourth, we found gender difference between extrinsic cue and social value. In the case of men, there was no causal relationship, whereas in the case of women, there was a strong causal relationship between extrinsic cue and social value. Finally, we found that there are moderating roles of gender in the relationship between external cues and perceived quality. Conclusions: As a result of analysis, it is necessary to focus on extrinsic clues of product in order to increase the perceived emotional and social values of women. On the other hand, in order to improve the perceived emotional and social values of men, it is necessary to pay attention to both intrinsic and extrinsic cues of product. Therefore, it is necessary to consider what clues and values are important to core customers.

• 유통과학연구
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• 제14권8호
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• pp.101-112
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• 2016

Purpose - The objective of this study is to identify the effects of the communication cues and anonymity on group polarization in mobile communication settings, both in terms of route and extent. Research design, data and methodology - Laboratory experiments were conducted to achieve the above research objective; the effect of communication cues on group polarization with social presence as mediation and the direct effect of anonymity, social presence, and perceived cohesion were analyzed. The experiments were conducted by the participation of 240 people, who were divided into 48 groups of 5 people. Results - According to the results, the difference in intergroup polarization due to communication cues and anonymity was insignificant. From this analysis, the structural equation model, communication cues and anonymity did not affect group polarization through social presence. Moreover, anonymity did not affect group polarization through perceived cohesion; however, anonymity directly affected group polarization. Conclusions - This research can help to explain the discussions and the related decision-making actions on internet forums, which have recently come to the rise as well as provide foundational basis in newly establishing policies for the forums.

• 한국의류학회지
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• 제36권12호
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• pp.1318-1329
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• 2012

In-store atmospherics involve quantified physical and social aspects; however, the social quality of a web-based retailing context has largely been under-examined. This study addressed some antecedents and consequences of social ambience in virtual shopping (or e-social ambience) within a web-based U.S. retailing fashion context. This study explored the role of social cues as a viable antecedent to e-social ambience and emotions as its consequence. A conceptual framework was built postulating the effect of social cue for web content, on e-social ambience, emotions, and e-shopping enjoyment. The experimental results (n=488) on a fictitious retail T-shirt website confirmed the positive correlation among the variables; in addition, the level of social cues included within the web content significantly increased the level of customer-perceived e-social ambience of the website and subsequent positive on-site emotions. On-site emotions positively influence purchase intentions. The results expand the current understanding of e-store management by providing novel insight relevant to fashion companies that wish to provide customers with a quality website shopping experience.

• Asia Marketing Journal
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• 제25권4호
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• pp.231-242
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• 2024

This research investigates how loneliness affects people's preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people's attention to others' social evaluation of a product, and social media ads provide this information via social cues such as "likes" embedded in the ads. When the social cues are absent, the advantage of advertising on social compared to non-social media for people with high (vs. low) loneliness disappears. The findings suggest that social media ads have a unique appeal for individuals experiencing loneliness and highlight the role of social cues in shaping product evaluations.

• 디지털융복합연구
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• 제18권2호
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• pp.183-195
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• 2020

커뮤니케이션에서 중요한 비중을 차지하는 비언어적 요소들이 소셜미디어에 있어서도 그 활용성이 높아지고 있다. 본 연구에서는 페이스북 이용자들을 대상으로 Q 방법론을 통해 비언어적 요소들을 활용하는 주관적 인식 유형들을 찾아냈다. 우선 포커스 그룹 인터뷰를 시행하여 소셜미디어의 비언어적 요소들을 대표하는 34개의 Q 진술문들을 도출하였다. 페이스북 이용자들 19명을 대상으로 Q 소팅을 시행한 결과 비언어적 요소들을 서로 다르게 활용하는 3개의 그룹들을 대별할 수 있었다: 안전거리형, 은둔관조형, 전력투구형. 각각의 유형별로 현재 활용하는 비언어적 요소들과 미래에 필요할 것으로 보이는 비언어적 요소를 지원하기 위한 시스템의 기능들에 관해서 논의했다. 본 연구의 결과는 향후 온라인에서의 비언어적 요소나 기능들을 확장하기 위한 기초가 될 수 있을 것이다.

• 복식
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• 제43권
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• pp.125-142
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• 1999

This research was aimed to present a model of clothing products evaluation nd to classify the effect of extrinsic cues on clothing products evaluation. In order to accomplish following subjects were established. First it is to find the effect of extrinsic cues -price brand store - on perceived quality perceived risk perceived value and purchase intention of clothing products. Second it is to formulate a model of clothing products evaluation and find the relation among the variables such as extrinsic cues perceived quality perceived risk perceived value and purchase intention. This research was mainly divided into theoretical and empirical part. In the theoretical part previous theories and studies on clothing products cues clothing products evaluation perceived quality perceived risk and perceived value were examined to establish a research model and to present a theoretical frame for clothing products evaluation. In the empirical research a questionnaire was developed and statistical data were collected from during July 1997. The subjects were 862 women in the age of 20-35 living in Seoul and kyungki region. SAS and LISREL were used to analyze the collected data. frequency percentage factor analysis ANOVA duncan test correlation analysis regression analysis and LISREL were applied. The results of this research are as follows: First perceived quality consists of performance quality external quality and utility quality in a form of multi dimensional structural. Perceived risk is structured by social/resultant risk financial/fashionable risk and performance/management risk. Second this research proved that extrinsic cues are influenced by each individual variable and extrinsic cues interact with each other through the variable. The perceived quality is influenced most by price Among the perceived risk social/resultant risk by brand financial/fashionable risk by price and performance/management risk by store. respectively. Perceived value is inflenced by price and brand. Third in evaluating process consumer use extrinsic cues to first formulate perceived quality and perceived risk of clothing products and then formulate perceived value ot decide on purchase intention.

• 복식
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• 제37권
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• pp.119-132
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• 1998

Niveteen stimulus photographs varied in hue and color scheme of one clothing style of Korean dress worn by a female were used to explore the differences in perceptive effect of clothing cues(color, color scheme, structure) on impression formation and graduate students. The data were analyzed by factor analysis, factor score, ANOVA and Scheffe-test. Results indicate perceptive effects of clothing cues on impression formation are influenced by gender-differences and major-difference of perceivers. Significant gender differences were found in perception of clothing cues on impression effect. Interaction effects were found between clothing cues and gender. Significant major differences were found in perception of clothing cues on impression effect. Interaction effects were found between clothing cues and perceiver's major. Female perceivers and perceivers of major-ing in Liberal Arts reacted to clothing cues on impression formation with greater sensitivity than male perceivers and perceivers of majoring in Natural Sciences. Frequent interaction effects between gender and color of China (cool-warm color), between major difference and color scheme(related color harmony-contrasting color harmony) appeared on factors of impression effect. The influence of perceiver variables on their perception of clothing cues for impression effcet has important implications for gender difference and perceiver's maforing backgroung in a social situation.

• 유통과학연구
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• 제13권2호
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• pp.75-83
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• 2015

Purpose - This study aims to identify the effects of communication cues, anonymity, and social presence on group polarization in computer-mediated communication (CMC) settings. Extant literature has introduced some theoretical backgrounds of social presence and SIDE (Social Identity model of Deindividuation Effects) to explain the effects of communication cues and anonymity. The concept of social presence emphasized the mediating role on communication cues and anonymity. However, most literature did not measure social presence and compare group polarization of all condition groups. This does not sufficiently explain the result of group polarization. Research design, data, and methodology - We believe that the direct impact of anonymity on group polarization can provide a more admissible and clearer explanation for the results. In addition, this study categorizes anonymity into two levels, as anonymity of group and anonymity of self. To justify the anonymity view, a laboratory experiment was conducted. The experiment was conducted in communication cues settings (visual cue; without visual cue) and anonymity settings (identified; anonymous). Each of the four settings has 10 groups consisting of five subjects each (total 200 subjects). The subjects are undergraduates from a large university, majoring in business. All experimental procedures and calculations of choice shift and preference change follow the literature. Results - First, the removal of visual cues does not produce a significant impact on group polarization, which cannot be explained by the social presence view. Second, the anonymous condition does not significantly affect group polarization, which also cannot be explained by the social presence view. However, the anonymous condition directly affects group polarization. Specifically, anonymity of self has a stronger effect on group polarization than anonymity of group. The result explains about the leading factor affecting group polarization. This study examines another view of how computer-mediated communication may be associated with group polarization. The process and outcome data from the experiment reveal that group polarization is not affected by level of social presence, but by level of anonymity. Group discussions conducted with visual cue CMC setting and identified CMC setting result in weaker group polarization. Conversely, group discussions conducted without visual cue CMC setting and anonymous CMC setting lead to stronger group polarization. The results of the study have the following implications. First, they provide clues for business organizations to design the most appropriate media conditions and preemptive social conditions to implement when making group decisions through CMC, to maximize achievements, generate amicable agreements, or actively share information. Second, this study can be useful in analyzing different adverse effects generated through Internet use. Conclusions - This research can help explain discussions and decision-making actions on Internet forums, which have recently increased, as well as providing a foundational basis in newly establishing policies for the forums. Finally, it should be noted that many other factors such as group size, topics, and group history may affect group polarization. These should be examined in future studies.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.680-689
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• 2007

The objective of this paper is to contemplate a possible alternative to the examination, published as a research article in Information Systems Research(Sia et al. 2002), of the effects of communication cues, anonymity, and social presence on group polarization in computer-mediated communication(CMC) settings. Sia et al. introduced the concept of social presence to explain the effects of communication cues and anonymity on group polarization, but we believe that anonymity alone provides a clearer explanation of the results. This paper classifies levels of anonymity to provide possible explanations for Sia et a1. (2002)'s results and presents the results of a new experiment to confirm our explanation. We also want to emphasize that our comments are not intended to disparage the usefulness of social presence as a mediating variable to explain group polarization; our intention instead IS to encourage further investigation to better understand group polarization in CMC settings.

• Asia pacific journal of information systems
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• 제32권2호
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• pp.327-353
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• 2022

With the development of technology and media and the pursuit of non-face-to-face due to the corona pandemic, the influence of live commerce, a real-time streaming shopping channel, is growing. Starting from China, the popularity of live commerce is growing all over the world, and it has become an interesting topic among many practitioners and researchers. However, compared to its popularity, there are few studies on live commerce. Therefore, we build a theoretical model in terms of IT affordance such as visibility, guidance shopping, trading, and meta-voicing and investigate how live commerce affects engagement with customers. We empirically measure 428 individuals who have used live commerce using survey data. In addition, we conduct four types of scenario experiments on whether social cues on exposures of other consumers, influence customer engagement. Our results show that trading affordance has the most significant effect. This shows that the live commerce platform may want to devise a program that helps make payment easier for users who prefer a quick and simple process. Our study contributes to the literature by presenting the importance of IT affordance for live commerce.