• Title/Summary/Keyword: interaction hypothesis

Search Result 266, Processing Time 0.03 seconds

The Influence of Trade and Foreign Direct Investment on Green Total Factor Productivity: Evidence from China and Korea

  • Li, Kan-Yong;Gong, Wen-Chao;Choi, Beak-Ryul
    • Journal of Korea Trade
    • /
    • v.25 no.2
    • /
    • pp.95-110
    • /
    • 2021
  • Purpose - This paper intends to conduct theoretical analysis and empirical test on the action mechanism of South Korea-China trade and South Korea's FDI to China on green total factor productivity, so as to provide a new perspective and ideas for the improvement of China's green total factor productivity and promote the high-quality development of China's economy Design/methodology - This paper uses the data of 30 provinces, autonomous regions and municipalities in China from 2004 to 2017 as the research sample, adopts the GML index method of SBM Directional Distance Function to measure GTFP, and analyzes the influence of South Korea-China trade and FDI from South Korea on China's GTFP. Findings - Trade is conducive to promoting technological progress, which has a significant promotion effect on China's green total factor productivity. While FDI has a significant inhibitory effect on China's green total factor productivity, which verifies the "pollution haven" hypothesis. In addition, such influence has certain regional overall heterogeneity. Trade has a more significant promoting effect on GTFP in eastern coastal areas, while FDI has a more significant inhibitory effect on GTFP in central and western inland areas. The interaction between trade and FDI is conducive to the improvement of green total factor productivity, indicating that the benign mechanism of trade and FDI has been formed. Urbanization, industrial structure, human resource level and investment in science and technology are all conducive to the improvement of GTFP. Originality/value - Through theoretical analysis and empirical test on the action mechanism of South Korea-China trade and South Korea's FDI on green total factor productivity, this paper provides a solid theoretical foundation for the further development of China-South Korea economic and trade cooperation in the future.

The Impact of Information Security(IS) Organizational Justice on Employee IS Value Congruence and IS Voice Behavior: Exploring the Role of Susceptibility to Interpersonal Influence (조직의 정보보안 공정성이 개인의 정보보안 관련 가치 일치 및 제언 행동에 미치는 영향: 대인 간 영향 민감성의 적용)

  • Hwang, Inho
    • The Journal of Information Systems
    • /
    • v.32 no.4
    • /
    • pp.1-28
    • /
    • 2023
  • Purpose Recently, organizations have been allocating significant financial resources toward the implementation of new technologies and stringent information security (IS) policies in order to enhance IS. However, the potential for IS threats from internal sources within organizations remains high. This study proposes a mechanism whereby the organization's IS environment (organizational justice) enhances employees' perception of IS value congruence and encourages their voice behavior. Furthermore, this study validates that an individual's susceptibility to interpersonal influence can reinforce the relationship between the aforementioned factors and voice behavior. Design/methodology/approach We utilized AMOS 22.0 and Process 3.1 to validate the research model and hypotheses. The data was gathered from 435 employees employed in South Korean firms that implemented IS policies in their work. Structural equation modeling was employed to examine the relationship between organizational justice, value congruence, and voice behavior, and the interaction effect was confirmed by incorporating model 1 of Process 3.1 for the hypothesis pertaining to susceptibility to interpersonal influence. Findings The findings of this study indicate that organizational justice has a positive impact on voice behavior, which is further enhanced by value congruence. Furthermore, the influence of organizational justice and value congruence on voice behavior is moderated by susceptibility to information influence, while susceptibility to normative influence only moderates the effect of organizational justice. These results provide valuable insights for organizations in developing customized information systems strategies that effectively promote employees' voice behaviors.

The Role of Source Credibility of Streamer and Platform Policy in Live-commerce: A Perspective on Reduction of Consumer's Uncertainty (라이브 커머스 스트리머의 자원 원천 신뢰성과 플랫폼 정책의 역할: 소비자 불확실성 감소의관점)

  • Inho Hwang
    • Journal of Korea Society of Industrial Information Systems
    • /
    • v.29 no.2
    • /
    • pp.81-99
    • /
    • 2024
  • Live commerce, a rapidly growing sector, facilitates real-time interaction between streamers and consumers about specific products. This business model aids rational purchasing decisions by offering visual demonstrations of product usage. This study aims to identify potential uncertainties faced by consumers in live commerce and propose strategies to mitigate these uncertainties for streamers and platforms. A research hypothesis was formulated based on prior studies and tested through surveys conducted on consumers aged 20 and above with live commerce experience. The study revealed that a streamer's credibility (trustworthiness, expertness, and reputation) significantly impacts purchase intention by mitigating uncertainty. The platform's return policy also interacted with product uncertainty, influencing consumer purchase intention. These findings provide a roadmap for creating a tailored service strategy for live commerce platforms, focusing on reducing uncertainty in the product purchase process.

The Impact of Workaholism on Job Satisfaction Depending on Personality: Focusing on the Moderating Role of Conscientiousness (성격에 따른 일중독이 직무만족에 미치는 영향: 성실성의 조절효과를 중심으로)

  • Chiho Ok;Eunae Cho;Jisung Park
    • Asia-Pacific Journal of Business
    • /
    • v.14 no.4
    • /
    • pp.217-231
    • /
    • 2023
  • Purpose - The purpose of this study is to determine the impact of workaholism according to personality on the job satisfaction of organizational members. Design/methodology/approach - Workaholism was defined as excessive working and compulsive work, suggesting a negative impact on job satisfaction, while predicting that conscientiousness would alleviate this effect and presented as a hypothesis. The unbalanced panel data constructed based on 19,283 samples of 6,863 people from the Korea Labor Institute's Korea Labor Panel Survey was used. Findings - Both excessive working and compulsive working were found to have a direct negative effect on job satisfaction. Additionally, as a result of verifying the interaction effect of conscientiousness, it was found that the negative impact of excessive work on job satisfaction was moderated and alleviated by conscientiousness. In other words, for employees with high conscientiousness, the negative impact of excessive work on job satisfaction is alleviated and the negative impact of overworking is offset, whereas for employees with low conscientiousness, the negative impact of overworking on job satisfaction is strengthened. Research implications or Originality - This study shows that the impact of workaholism on job satisfaction varies depending on personality. While existing research has treated personality only as a determinant of workaholism, this study contributes to previous research in that it expands the role of personality. In addition, in practical terms, it is suggested that differential treatment based on individual values or personality is necessary.

Effects of Olanzapine on the Schedule-Induced Polydipsic Rats (Olanzapine이 백서의 Schedule-Induced Polydipsia에 미치는 영향)

  • Lee, Gi-Chul;Lee, Kyung-Kyu;Chang, Hwan-Il;Lee, Jung-Ho;Kim, Hyun-Woo;Ha, Jun-Myung;Jeong, Jae-Hyun;Jeong, Hong-Kyung
    • Korean Journal of Biological Psychiatry
    • /
    • v.6 no.2
    • /
    • pp.240-245
    • /
    • 1999
  • Object : This study was designed to evaluate the effects of olanzapine on the schedule-induced polydipsia(SIP) which is one of animal model of obsessive-compulsive disorder in rats. We administered olanzapine as a serotonin and dopamine blocking agent, fluoxetine as a selective serotonin reuptake inhibitor, and haloperidol for the dopamine antagonist to rats which showed schedule-induced polydipsic behavior. Methods : Spraque-Dawley rats weighing 200-250gm were individually housed and maintained and allowed free access to water. The rats were placed on a restricted diet. To induce polydipsia, rats were placed in the cage where a pellet dispenser automatically dispensed 90mg pellets on a fixed-time 60 seconds(FT-60s) feeding schedule over 150 minute test session per day. Water was available at all times in the cage. After 4 weeks of daily exposure to the FT 60s feeding schedule, experimental rats met a predetermined criterion for polydipsic behavior(greater than 3 times of water per session on average). 5 groups of rats were administered olanzapine(3mg/kg, i.p), olanzapine(10mg/kg, i.p), fluoxetine(5mg/kg, i.p.), haloperidol(0.1mg/kg, i.p.), and vehicle(1cc/kg, i.p.) for 3 weeks. The rats were tested once a week to access schedule induced polydipsic behavior. Water bottles were weighed before and after the 150-minute test session. The chronic effects of administration of experimental drugs on schedule induced polydipsic behavior were analyzed with ANOVA and Scheffe test as a posthoc comparison. In order to measure water consumption in non-polydipsic food-deprived rats, a separate group of rats(N=8) were individually housed and given a single bolus(14.5gm) of food per day which maintained them at their average body weight. Results and Conclusion : The results were as follows ; 1) After 4 weeks of scheduled feeding procedure, the experimental group showed significant differences than the bolus control in the amount of water consumption as compared with their average water intakes for 4 weeks. At the same periods, there were no differences between the experimental group and the bolus control in the body weight. 2) The fluoxetine group showed significant decrease in the amount of water intake over the 3 weeks of drug treatment as compared with their average amount of polydipsic water intakes. The olanzapine 3mg group showed significant decrease in the amount of water intake at 3rd weeks of drug treatment as compared with their average amount of polydipsic water intakes. The olanzapine 10mg group showed significant decrease in the amount of water intake at 2nd and 3rd weeks of drug treatment as compared with their average amount of polydipsic water intakes. However, the haloperidol group and the vehicle control group showed no changes of amounts of water intake for 3 weeks of treatment as compared with their average amount of polydipsic water intakes. 3) The fluoxetine group showed significantly lower amounts of water intake than the haloperidol group at 2nd weeks of drug treatment. And also the fluoxetine group showed significantly lower amounts of water intake than the haloperidol group and the vehicle control at 3rd weeks of drug treatment. The olanzapine 3mg group and the olanzapine 10mg group showed significantly lower amounts of water intake than the haloperidol group and the vehicle control at 3rd weeks of drug treatment. Above findings suggest that the fixed time feeding procedure for schedule-induced polydipsia as an animal model of obsessive compulsive disorder was effective to the evaluation of pharmacological challenge study. The authors assume that the serotonin hypothesis and the serotonin-dopamine interaction hypothesis are preferred to the dopamine hypothesis in the biological etiology of obsessive-compulsive disorder.

  • PDF

The Change and Relationship between Maternal Role Strain and Husband's Support in First-time Mothers with regard to their Employment Status (취업유무에 따른 초산모의 배우자 지지와 역할긴장간의 관계 및 변화)

  • Koh, Hyo-Jung
    • Women's Health Nursing
    • /
    • v.4 no.1
    • /
    • pp.5-35
    • /
    • 1998
  • This study attempted to determine the relation between the maternal role strain and their husbands' support in employed and nonemployed first-time mothers, and how it changed over time. A descriptive, longitudinal and comparative study design was conducted to collect and analyzed the data at three times(at 3-4days, at 4-6wks and at 3-month postpartum) regarding the change of maternal role strain and their husbands' support in employed and nonemployed first-time mothers. The subjects were 133 first-time mothers who delivered vaginally at K university hospital in Deagu, Korea from Dec., 1994 to Oct., 1995. Among these 58 were employed and 75 were nonemployed first-time mothers. This instruments used to data collection in this study were by Hobbs(1968 : The Difficulty Index for First-time Parents), Staffensmeier(1982: Transition Difficulty Measure), Tayer(1976: Emotional Support from Husband), Lee, Hae Kyoung(1992 : Physical Support from Husband). The analysis of data was done with SAS/PC program which included percentage, $x^2$-test, Pearson correlation, Repeated Measure ANOVA, Time Contrast Analysis and t-test. The results were as follows : 1. There was a significant negative correlation only at 3-4days(r=-.19, P=.0265) and at 4-6wks postpartum(r=-.18, P=.0392) between maternal role strain and husband's support of the first-time mothers. Thus, the more support from husband, the less maternal role strains the first-time mothers felt. Therefore, the 1st hypothesis that "the more husband's support the first-time mother felt at all the time of testing, the less maternal role strains they got" was partially supported at 3-days and 4-6 weeks postpartum. There was no correlation between maternal role strain and t husband's support of the employed first-time mothers at al testing times(at 3-4days postpartum : r=-.95, P=.9548, at 4-6wks postpartum : r=-.0960, P=.4733 and at 3-month postpartum : r=-.05, P=7306). On the contrary, the unemployed first-time mothers felt less maternal role strain when they received more support from their husband at 3-4 days postpartum(r=-.31, P=.0073) and at 4-6wks postpartum(r=-.23, P=.0490). 2. There was no difference of maternal role strain between two groups with regards to employment status(F=.97, P=.3270). But the maternal role strains of two groups were changed differently each other over time(F=3.89, P=.00234). Therefore, the 2nd hypothesis that "there was the difference in the maternal role strains with regard to employment status and over time" was rejected. 3. There was no difference in husband's support between the employed and the nonemployed first-time mothers(F=3.06, P=.0826). But there was a significant interaction between employment status and over time(F=3.64, P=.0267), so the support from husband of the employed and the unemployed first-time mothers was changed differently each other over time. The support from husband of the employed first-time mothers was lowered significantly and continuously at 4-6wks (F=5.20, P=.0263) and at 3-month postpartum(F=6.47, P=.0137) than at 3-4 days postpartum. On the contrary, there was no difference in change of husband's support of the employed first-time mothers between the 3-4 days and the 4-6wks postpartum(F=1.70, P=.1962) and between the 3-4 days and the 3-month postpartum(F=.21, P=.6513). Mean husband's support of the nonemployed first-time mothers was raised at 4-6wks postpartum than at 3-4 days postpartum but lowed at 3-month postpartum. The support form husband of both groups was tending downwards at 3-month postpartum than at 4-6wks postpartum, but the one between two groups was changed differently each other over time. The husband's support of the employed first-time mothers(M${\pm}$SD=64. 26${\pm}$8.63) was higher than the one of the nonemployed first-time mothers(M${\pm}$SD=59.16${\pm}$11.11) (t=-2.98, P=.0035), so the 3rd hypothesis that "there was the difference in the husband's support with regard to employment status and over time" was supported. On the basis of these conclusions, the following suggestion is proposed. This study examined the change and relationship between maternal role strain and husband's support in the employed and the nonemployed first-time mothers. So the further study regarding the comparison between the employed and the nonemployed multiparas is necessary.

  • PDF

The Effect of the Characteristics of Agri-Food Open Market on the Repurchase Intention: Focusing on the Moderating Effect of Innovation (농식품 오픈 마켓 특성이 재구매 의도에 미치는 영향: 혁신성의 조절효과를 중심으로)

  • Kim, Sangmi;Ha, Gyusu
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
    • /
    • v.16 no.4
    • /
    • pp.153-165
    • /
    • 2021
  • With the disappearance of boundaries between online and offline, the O2O(online to offline) platform service is rapidly growing. Unlike general products, freshness is an important decision-making factor for agri-food, and there are many limiting factors for growth as an open market among O2O platforms due to the characteristics of difficult refunds and exchanges compared to other items and new transaction methods. In order to overcome these obstacles, consumer innovation must be considered. The purpose of this study was to investigate the influence of O2O(online to offline) platform characteristics perception on agri-food repurchase intentions. And an empirical survey of the hypothesis is made that innovation will show a moderating effect between agri-food O2O platform characteristics and repurchase intention. And an empirical survey of the hypothesis is made that innovation will show a moderating effect between agri-food O2O platform characteristics and repurchase intention. For this purpose, Using a convenience sampling technique, an online survey was conducted through Google survey from April 1 to April 15, 2021. A total of final analysis data were collected from a total of 270 purchase experienced of agri-food O2O(online to offline) platform. The SPSS program was used for analysis, and multiple regression analysis was used for hypothesis verification. The results showed that Economic, Interaction, and Playfulness had a significant positive effect on agri-food repurchase intend. Also, Interactivity × innovation, playfulness × innovation were found to have a significant positive (+) effect on repurchase intention. The results of this study show that innovation reduces the burden on consumers for new systems and mobile transactions. The results of this study suggest that convenient interface design is important for activating O2O transactions of agri-food. In addition, education and support are needed to strengthen the IT competency of farmers. The results of this study will be able to contribute to the establishment of infrastructure for agri-food open market shopping malls. In future studies, the influence of the O2O platform type on the purchase intention should be studied continuously.

An experimental study on the impact of an agreement on the means to achieve nursing goals in the early postpartum period of primiparous mothers and enhance their self-confidence and satisfaction in maternal role performance (산욕초기 초산모의 간호목표달성방번 합의가 어머니 역할수행에 대한 자신감 및 만족도에 미치는 영향에 관한 실험적 연구)

  • 이영은
    • Journal of Korean Academy of Nursing
    • /
    • v.22 no.1
    • /
    • pp.81-115
    • /
    • 1992
  • The problem addressed by this study was to determine the effect of nurse - patient agreement on the means to achieve nursing goals in the early postpartum period of primiparous mothers. It was hypothesized that the experimental treatment would result in hegher self-confidence and satisfaction in maternal role performance. This purpose was to contribute to the planning of nursing care to enhance self- confidence and satisfaction in maternal role performance and to the development of relevant nursing theory. Especially, the early postpartum period is crucial toward in recovery from childbirth and attainment of the maternal role. Maternal role attaintment is a complex social and cognitive process of stimulus -response accomplished by learning. Most women attain the maternal role sucessfully. But, some primiparous mothers experience difficultites in attainment of the maternal role due to lack of experience and knowledge. Self-confidence and satisfaction in maternal role performance are important factors in attainment and adjustment to the maternal role (Mercer, 1981a, 1981b ; Lederman, Weigarten, and Lederman, 1981 :Bobak and Jensen, 1985). Nursing is defined as behaviors of nurses add patients that attain nursing goals through action, reaction, interaction, and transaction. For attainment of nursing goals, active participating transactions must occur by agreement on the means to achieve those goals through nurse -patient mutual goal setting and establishment of their active relationships(King, 1981, Ha, 1977). Based on King's theory of goal attainment (1981), this stuy was planned as a non-equivalent control group, non -synchronized quasi -experimental design using agreement on the means to achieve nursing goals in early postpartum as the experimental treatment. The data were collected from July 20 to Sep. 1, 1991 by questionnaires with 60 primiparous mothers planing to breast feed after normal deliveries at W hospital in Pusan, Korea. The subjects were divided into a control group(conventional group) -those admitted from July 20 to Aug. 12, and an experimental group(agreement group) - those admitted from Aug. 13 to Sep. 1. The instument for agreement on the means to nursing goals in the early postpartum period included five steps - identification of disturbances of problems through action, reaction, and interaction with primiparous mothers : mutual early postpartal nursing goal setting : exploration of the means to achieve goals ; agreement on the means (self- care, ealry maternal -infant contact, performance of mothering behavior, and communicating about the infant's behavior and health condition) : implementation of the means. This instrument was developed on the basis of King's elements that lead to transactions in nurse-patient interactions. Lederman et al's (1981) scale for Confidence in ability to cope with tasks of motherhood and Lederman et al's(1981) scale for Mother's satisfaction with motherhood and infant care were used to measure self-confidence and satisfaction in maternal role performance ·with the subjects immediately after admission and on the day of discharge. Self-care performance in the experimental group was measured by self -evaluation tool developed by the investigator from the literature concerned. The tools to measure Pelf-confidence and satisfaction in maternal role performance, and the tool to measure self-evaluation of self-care performance were tested for internal reliability. Cronbach's Alphas were 0.94, 0.94, and 0.63. The data were analysed by using in S.P.S.S. computerized program and included percentage, x²-test, t-test, ANOVA, and Pearson Correlation Coefficient. The conclusions obtained from this study are summerized as follows : 1. The degree of self-confidence in maternal role performance of the total subjects group measured before the experimental treatment was above average with a mean score of 2.77(range 2.14-3.64). Out of 14 items, those with relatively high mean scores were ‘I would like to be a better mother than I am’(3.95), and ‘I have my doubts about whether I am a good mother’(2.87). Those with low mean scores were ‘I know that my baby wants most of the times’(2.28), ‘When the baby cries, I can tell what she /he wants’(2.37), and ‘I have confidence in my ability to care for the baby’(2;50). That is, the self - confidence of Primiparous mothers was considerably high in mothering, but rather low in activities concerning the infant care and understanding of the infant behavior. The degree of satisfaction in maternal role performance of the total subjects group measured before the experimental treatment was high with a mean score of 3.18(range 1.92-3.92). Out of 13 items, those with relatively high mean scores were ‘I am glad 1 had this baby now’(3.75), ‘I play with the baby between feedings when s/he is awake and quiet’(3.67), and ‘I enjoy being a mother’(3.27). Those with low mean scores were ‘I am upset about having too many responsibilities as a mother’(2.78), ‘It bothers me to get up for the baby at night’(2.82), and ‘I get annoyed if the baby frequently interrupts my activities’.(2.82), That is, the satisfaction of primiparous mothers was considerably high in mothering and infant care, but rather low in restraints in time or on the mother's self accomplishment and development. 2. Agreement on the means to achieve nursing goals in the early postpartum period included process of mutual goal setting, exploration of the means to achieve goals, and ahreement in concert means to achieve goals based on the mothers' condition, concerns, self-perception of the nurse - patient interactions. In the process of agreement, there was agreement that the means to achieve goals should be through trust and establishment of active relationships with the nurse through identification of problems according to planned nursing goals and active interaction, such as explanations, teaching, changing of opinions, acceptance or rejection of explanations, and proposing of questions. Therefore agreement on the means to achieve nursing goals in the early postpartum period appears to be an effective nursing intervention for primiparous mothers. 3. The degree of self- confidence in maternal role performance of the exprimental group was higher than that of the control group(t=3.95, p<0.01). Out of 14 items, those with higher score in the experimental group were ‘I would like to be a better mother than I am’(t=1.93, p<0.05), ‘I know that my baby wants most of the times’(t=2.75, p<0.01), ‘When the baby cries, 1 can tell what she/he wants’(t=2.10, p<0.05), ‘I have confidence in my ability to care for the baby’(t=3.72, p<0.01), ‘I trust my own judement in deciding how to care for the baby’(t=1.96, p<0.05), ‘I feel that I know my baby and what to do for him /her’(t=2.44, p<0.01), ‘I am concerned about being able to meet the baby's needs’(t=2.87, p<0.01), ‘I know what my baby likes and dislikes’(t=3.26, p<0.01), ‘I don't know to care for the baby as well as I should’(t=2.07, p<0.05), and ‘I am unsure about whether I give enough attention to the baby’(t=3.04, p<0.01), That is, the degree of self-confidence in mothering, activities concerning infant care, and understanding of infant behavior of the experimental group was higher than that of the control group. Therefore, the first hypothesis, that the degree of self-confidence in maternal role performance of the experimental group would be higher than that of the control group, was supported(t=3.95, p<0.01). 4. The degree of satisfaction in the maternal role performance of the exprimental group was higer than that or the control group(t=2.31, p<0.05). Out of 13 items, those with higher score in the experimental group were ‘I am glad I had this baby now’(t=2.29, p<0.05), ‘I enjoy taking care of the baby’(t=2.4g, p<0.01), ‘It is boring for me to care for the baby and do the same thing over and over’(t=2.87, P<0.01), ‘I am unhappy with the amount of time I have for activities other than childcare’(t=2.51, p<0.01), and ‘When bathing and diapering the baby, I would like to be doing something else’(t=2.43, p<0.01). That is, the degree of satisfaction in mothering, infant care, and restraints in time of on the mother's self accomplishment and development in the experimental group was higher than that of the control group. Therefore, the second hypothesis, that the degree of satisfaction in maternal role performance of the experimental group would be higher than that of the control group, was supported(t=2.31, p<0.05). 5. The third hypothesis, that the higher the degree of satisfaction in materenal role performance, the higher the degree of self-confidence in materenal role performance in the experimental group, was supported (r=0.57, p<0.01)

  • PDF

The Effect of Mobile Advertising Platform through Big Data Analytics: Focusing on Advertising, and Media Characteristics (빅데이터 분석을 통한 모바일 광고플랫폼의 광고효과 연구: 광고특성, 매체특성을 중심으로)

  • Bae, Seong Deok;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
    • /
    • v.24 no.2
    • /
    • pp.37-57
    • /
    • 2018
  • With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

The Effects of Bundle Price Discount Framing and Message Framing on Consumers' Evaluation of Bundle Component (번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향)

  • Park, Sojin
    • Asia Marketing Journal
    • /
    • v.13 no.3
    • /
    • pp.55-77
    • /
    • 2011
  • This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.

  • PDF