• Design Convergence Study
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• v.15 no.4
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• pp.59-70
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• 2016

Due to the newly emerging market for telepresence robots and the research in the area, designers and developers lack guidelines for specifying the physical characteristics of telepresence robots. On the basis of the previous literature, we attempted to make a distinction between two robot height approaches for telepresence robot designs: floor- versus desk-based robot designs. This research investigated the effects of these robot height approaches on consumer acceptance. We predicted that there would be difference between floor-based robots and desk-based robots regarding consumers' evaluation of and intent to purchase social robots. A study using two types of robots was conducted with sixty university students. The results showed that participants perceived desk-based robots as more useful than floor-based robots. In addition, the participants evaluated desk-based robots more positively than floor-based robots. Purchase intention and willingness to pay also showed similar results as evaluation. The implications for the design of telepresence robots in terms of increasing acceptance of robots are discussed in detail.

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

• Journal of Fashion Business
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• v.21 no.3
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• pp.67-79
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• 2017

This study investigated consumers' enjoyment, perceived risks, expected values, and innovativeness factors and the effects of the convenience and personalization of "online to offline" (O2O) fashion mobile commerce on its perceived usefulness, perceived ease of use, and consumers' attitudes and intention to use O2O mobile commerce. A research model was developed using the Technology Acceptance Model (TAM). A mobile survey was conducted through smartphone messengers and SNSs targeting male and female college students in their 20s who are living in the Seoul Metropolitan Area. A total of 192 questionnaire responses were used in the analysis. "Among the consumer characteristics, only enjoyment and expected values were found to make consumers feel that the O2O fashion mobile commerce is useful and easy to use. Among the mobile commerce characteristics, only convenience was found to have significant effects on consumers' perceived usefulness and ease of use regarding O2O fashion mobile commerce. Perceived usefulness was found to have the effects on attitudes as well as intention to use toward O2O mobile commerce. It was shown that positive attitudes toward O2O mobile commerce led to positive use intention toward O2O mobile commerce.

• International Journal of Advanced Culture Technology
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• v.9 no.1
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.3
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• pp.269-281
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• 2012

This study investigates the influence of technology readiness, fashion innovativeness, and participation level perception on the acceptance intention of 3D virtual fitting systems. We presented a 3D virtual fitting system with detailed information that was watched by respondents who subsequently completed a research questionnaire. The data were collected from 300 subjects with an age range of 21 to 39 who have experienced Internet shopping. Descriptive statistics, Cronbach's alpha, factor analysis, correlation analysis, and multiple regression analysis were conducted. The results were as follows. First, fashion innovativeness, technology innovativeness, participation level perception, and optimism significantly influenced the acceptance intention. Second, fashion innovativeness, technology innovativeness, participation level perception, and optimism positively influenced the acceptance intention in the male group; however, technology innovativeness, participation level perception, optimism, and insecurity significantly influenced the acceptance intention in the female group. The results indicated that a marketing strategy has to be designed that focuses on consumers with high technology, fashion innovativeness, and optimism to increase the acceptance intention. In addition, markers have to enhance a participation level perception that will contribute to the introduction of 3D virtual fitting systems. Another notable finding was the importance to differentiate marketing strategies according to gender.

• Journal of Distribution Science
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• v.14 no.12
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• pp.119-127
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• 2016

Purpose - This study has been conducted based on the assumption that technology acceptance for the traditional markets introduce Augmented Reality Technology system into traditional markets in order to increase the influence on consumer purchasing intention. The Augmented Reality Technology system on this study has been carried out by a modeling study based on Davis(1989)'s Technology Acceptance Model (TAM). Research design, data, and methodology - Before starting the research, we inquired previous researches and defined the basic concept for each research with applying some parts of them. By doing this, we were able to find out if the users had perceived ease of use and the feeling of usefulness for the technology acceptance in using traditional markets. As a result, we measured how efficiently those factors could have an influence on traditional market visit. Moreover, we analyzed the result with actual proofs, assuming that such a visiting intention would affect consumers purchasing intention Results - To summarize the results, first, we have found that the necessity for augmented reality technology for traditional markets and its convenience in use can have a positive effect on visiting traditional markets. Second, we have discovered that the feeling of easiness in use, technological usefulness, and its visiting intention for Augmented Reality Technology can positively influence on the users' purchasing intention. Conclusions - By taking advantage of the research results from this study, the technological acceptance for the traditional markets suggests not only a positive impact on the users' visiting traditional markets but also an influence on the users' purchasing intention for the goods that are sold in the traditional markets. The weak point of this study is that it did not have sufficient theoretical explanation for technological acceptance in traditional markets, and it also lacked theoretical research to apply Augmented Reality Technology to the distribution industry. In order to overcome these drawbacks, we have to conduct thoughtful empirical analysis and research. Lastly, we insist that we will have to carefully verify reliability for the questionnaire data collected by the Internet survey panels in the future.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.380-389
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• 2014

The purpose of this study is to examine sidedness effects of political Ad message and moderating roles of consumers' persuasion knowledge. To test these research hypotheses, this study conducted experimental designs. 125 undergraduate students were assigned to one of the two experimental groups. The data demonstrate that message types have a significant effect on both reliability toward Ad message and acceptance intention. In addition, consumers' persuasion knowledge plays a significant moderating role between the message types and the dependent variables. The results of this study suggest various implications by indicating political Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

• Asian Journal of Innovation and Policy
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• v.7 no.2
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• pp.338-363
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• 2018

Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.

• Preventive Nutrition and Food Science
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• v.11 no.1
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• pp.78-83
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• 2006

A simplex-lattice mixture design was applied to blend three varieties of rice; Ilpum (IP), Goami2 (G2) and Baegjinju (BJJ) all of which have very different physicochemical properties from one another. G2 and BJJ are mutant rice developed from IP. Increasing G2 portions in a rice blend increases indigestible carbohydrate contents. Blending at least 33.3% of G2 to either IP or BJJ increased indigestible carbohydrates, which were approximately $3.55{\pm}1.31\;to\;4.57{\pm}0.37$(g/100 g), respectively. Consumers rated higher than 6.0 (=like slightly) for the IP alone and binary blends of IP and BJJ, whereas less than 5.0 (=dislike moderately) for the blends containing G2 rice, indicating that consumers would not accept rice blends containing higher G2 portions. However, although blends with G2 were given lower consumer ratings, a rice blend with G2 could have health benefits in terms of nutritional and functional properties due to the higher indigestible carbohydrate contents.

• Journal of Plant Biotechnology
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• v.45 no.4
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• pp.299-305
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• 2018

Although new plant breeding technologies facilitate efficient plant breeding without introducing a transgene, they are creating indistinct boundaries in the regulation of genetically modified organisms (GMOs). The rapid advancement in plant breeding by genome-editing requires the establishment of a new global policy for the new biotechnology, while filling the gap between process-based and product-based GMO in terms of regulations. In this study recent developments in producing major crops using new plant breeding technologies were reviewed, and a regulatory model that takes into account the various methodologies to achieve genetic modifications as well as the resulting types of mutation were proposed. Moreover, the communication process were discussed in order to understand consumers' current situation and problems of new plant breeding technology, establish social acceptance well, and understand consumers' disputes such as GMO crops.