• International journal of advanced smart convergence
• /
• v.13 no.1
• /
• pp.129-139
• /
• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• The Research Journal of the Costume Culture
• /
• v.25 no.5
• /
• pp.593-610
• /
• 2017

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: 'online relationship' and 'internet role.' Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

• The Journal of the Korea Contents Association
• /
• v.10 no.4
• /
• pp.265-273
• /
• 2010

The aim of this paper is developing the educational program for the elder's daily life as a consumer, according as recognize the important of their consumption function and role in modern society. This paper consider the studies for elder consumption needs and activities for educational program, then present six principles and contents in four areas. The principals are empirical, socialization, interrelation, spontaneity, individualization and respect for the aged principal. The program themes are preventive education for elder consumer, advisable transaction, advisable transaction through cases and consumer's right, responsibility, duty and process of decision for purchase.

• The Korean Journal of Community Living Science
• /
• v.28 no.2
• /
• pp.313-328
• /
• 2017

The purpose of this study was to analyze the role of perceived market influence, which is an important psychological factor influencing consumer behavior in the market, and explain how consumer beliefs related to the market can affect sustainable consumer behavior. First, this study found that gaps in perceived market influence were statistically significant for age and job. Second, environmental concern, organic food consumption (vegetables and meats), and purchase behavior of organic foods were found to be significantly different by degree of perceived market influence of consumers. The mean values were found to be high for the group having strong perceived market influence. This tendency suggests an association between higher perceived market influence consumers and more environmentally friendly consumer behavior. Lastly, this study used Structural Equation Modeling to analyze the effect of perceived market influence as a moderating variable and mediating variable on the relationship between environmental concerns and consumer behavior toward organic foods. The results show a mediating effect on perceived market influence, but a moderating effect could not be found. This result implies that perceived market influence might indirectly affect consumer behavior when transferring environmental concerns to consumer behavior toward organic foods.

• Journal of Fashion Business
• /
• v.14 no.5
• /
• pp.35-48
• /
• 2010

As measuring visual behavior by utilize eye-tracker, this study examines whether consumer concentrates on visual attention with certain object and measures visual behavior with fixation number, fixation duration, the first fixation, which are visual attention pattern of consumer about Mannequin, hanger, shelve as props of display advertising effect on clothing store. It has experimental purpose to recognize relationships in terms of regardless, appropriateness, purchase intention. During display of clothing store, first experimental consequence to measure visual behavior on consumer did appear to allocate more cautions than other props. Second, in terms of relationships with regardless, appropriateness, purchase intention from consumer, each fixation pattern about consumer's fixation number, fixation duration, the first fixation was confirmed that there is meaningful correlation with each other. Accordingly, as advertising effect of mannequin makes consumer to concentrate more visually cautious, it is translated that high favor about display product with mannequin has positive role on purchase intention. Also, there is a purpose that higher feasibility on study result provides practical point on clothing store's display marketing strategy of corporation.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.3
• /
• pp.1361-1369
• /
• 2021

Recent technological advancements have had a substantial impact on consumer buying behavior. This research aims to determine the factors affecting consumer behavior related to the adoption of self-service technologies (SSTs). The intended findings of this study are expected to contribute to understanding consumer behavior towards the adoption of SSTs taking into account the logic of two main theories in this regard: the Technology Acceptance Model (TAM) and the assumptions of the Behavioral Perspective Model (BPM). This research follows a triangulation approach. Consequently, a number of semi structured interviews were conducted with experts and executive directors from selected SSTs providers in Jordan. In addition, the convenience sampling technique was employed focusing on current (or) previous users of SSTs in the public and private sectors in Jordan using a self-administrative questionnaire (66% response rate). The results confirmed the influence (direct and indirect) of previous experience and personal initiatives and characteristics on consumer intention to use SSTs. In addition, the results indicated the important role of the mediator variables namely: perceived ease of use (EOU), perceived risk (PR), and perceived usefulness (PU) on consumer attitude towards SSTs which in turn will positively affect consumer intention to use SSTs.

• Journal of Distribution Science
• /
• v.9 no.1
• /
• pp.5-15
• /
• 2011

Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer's self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer's self. There are three main purposes of the research. First, theories regarding corporate associations will be explored. Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer's self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer's self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer's individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer's personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer's social self-concept. Second, the connectedness between the corporate brand and the consumer's self-concept affects identification with the corporation. The consumer's personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corporate individual brands. That is, consumers also develop loyalties toward individual brands through the corporate identification because self-pursued goals that are induced by corporate associations can be achieved by consuming the individual brands that are sold by the corporate that the consumers identify with.

• Journal of the Korean Home Economics Association
• /
• v.19 no.4
• /
• pp.73-84
• /
• 1981

The purpose of this study was to examine the conjugal role structure in the purchasing decision process : problem precognition, information seeking and evaluating, final decision, and actually making the purchase, through a survey of the degree of conjugal involvement. The specific objectives were 1) to examine the conjugal role structure and differences at each phase of the decision process in purchasing of residence and twelve durable household consumer goods, 2) to determine the differences between conjugal role structure in each phase of the purchasing decision process and conjugal demographic factors(number of years married, conjugal education level, conjugal occupation, and income). Questionnaires were given to randomly selected husbands and wives in /seoul I October, 1980. data from the 275 responses were analyzed by percentage, mean, and F-test(analysis of variance). The results are as follows : 1) The conjugal role structure for the purchasing decision process of residence and twelve durable household consumer goods was analyzed by percent. It was found that role structure was specialized by the type of item. for instance, furniture and home appliances were purchased by wives; amusement goods and cars were purchased by husbands' and residence was purchased by joint. However, conjugal role structure in the purchasing decision process differed by phased of process : (1) Wives involvement in the phase of problem recognition was greater than their involvement in information seeking and evaluating, but husbands' involvement a in the phase of information seeking and evaluating was slightly greater than their involvement in problem recognition. (2) Husbands' involvement in the phase of making the final decision was far greater than their involvement I information seeking and evaluating. (3) Wives' involvement in the actually making of the purchase was far greater than their involvement in making the final decision. 2) Only one among conjugal demographic factors was significantly related to conjugal role structure. That, is, conjugal role structure in the purchasing decision process showed that the wives' involvement I making the final decision and in actually making the purchase increased with number of years married.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.12
• /
• pp.8462-8471
• /
• 2015

It is widely known that consumer satisfaction, as well as consumer voice and loyalty, affect firms' performance. Prior studies on consumer satisfaction have focused on expectancy disconfirmation theory and its effects on satisfaction related to disconfirmation with consumer expectation and with perceived performance. This study classified consumer expectation into should-expectation and will-expectation, and investigated how disconfirmation with these expectations affects consumer satisfaction differently based on regulatory focus. Specifically, for promotion-focused consumers, disconfirmation of will-expectation has a more significant influence on consumer satisfaction than that of should-expectation. For prevention-focused consumers, disconfirmation of should-expectation has a more significant influence on consumer satisfaction. The results of this study provide academic insights that not only generic expectation (will-expectation) but also should-expectation play an important role in determining consumer satisfaction according to regulatory focus. In addition, it is expected that the findings can be used as a guide to manage consumer expectation in practice.

• International Journal of Computer Science & Network Security
• /
• v.24 no.5
• /
• pp.156-164
• /
• 2024

This research aims to highlight the determinants of the intention to purchase Halal foods. In the conceptual framework we examine the different antecedents that might affect the consumer intention to choose the Halal foods. For this, we evocate the role of constructs attitude towards Halal certification, consumption habits and the subjective norm. Moreover, we attempt to study the role mediating role of the religiosity in this purchase decision process of the Muslim consumer. The empirical study will be implemented in the Saudi Halal Foods Market. Thus, we interviewed 200 invidious in the exploratory study to purify the measurements of the selected constructs that may contribute in the explanation of the intention to consume Halal. The confirmatory phase require a second sample that count 400 interviewees. The software of the data analyses that we have used were SPSS and AMOS to purify measurements, to test the research hypotheses and to validate the developed model. At the end of this research we hope to characterize and define the most important determinants' Muslim purchase intention of Halal foods. Therefore, we advance the necessary recommendations to the academicians interesting in this business field and the practices who enquiry to improve theirs offerings and theirs transactions turnover within this emerging consumption sector.