• Asia Marketing Journal
• /
• v.19 no.4
• /
• pp.15-36
• /
• 2018

Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers' perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers' value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers' perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers' luxury purchase intention.

• The Research Journal of the Costume Culture
• /
• v.20 no.3
• /
• pp.430-442
• /
• 2012

This study focused on how the U.S. apparel companies use social media as a new marking channel. On Facebook Wall the contents of messages in English initiated by companies and consumers were investigated and categorized by using content analysis. Chi-square analysis and t-test were utilized to compare the use of social media by companies with higher and lower business performance. The majority of messages initiated by apparel companies gave their consumers useful information about new products, promotions, and recruiting. On the other hand, messages initiated by consumers contained a variety of content related to companies, users, and products. Apparel companies with lower business performance were more actively engaged in posting messages and responding to consumers. The results will be helpful in employing social media to build new marketing strategies through direct communications with consumers.

• Journal of Families and Better Life
• /
• v.31 no.5
• /
• pp.173-184
• /
• 2013

The purpose of this study was to investigate adolescent consumers' consumption trends to identify their tendency for conspicuous consumption. To investigate adolescent consumers' consumption factors and conspicuous propensity for consumption, mass media, peers' effects & conformity were examined. The objects of the study are 503 middle and high school students in Seoul. The data were analyzed through frequency analysis, mean, standard deviation, t-test, Pearson's correlation, and hierarchical multiple regression analysis by using SPSS Win 12.0. The major results of this study are as follows: Firstly, the factors of gender, grade and allowance suggest a consumption-oriented attitude and conspicuous consumption is revealed to be the highest among female students rather than male students, and high school students rather than middle school ones. Allowance is significantly correlated with consumption-oriented attitude and conspicuous consumption. Secondly, factors that affect the propensity for the consumption-oriented attitude of adolescent consumers are mass media, peer conformity, and effects. Thirdly, the factors affecting the propensity for the conspicuous consumption of adolescent consumers are peers' effects, mass media, and peer conformity. This investigation could contribute to enhancing the understanding of adolescent consumers.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.13 no.5
• /
• pp.2491-2508
• /
• 2019

This research investigates the media consumers' behavior with behavioral economics perspective, especially regarding TV content viewers' behavior; how do online communications influence TV viewers' decision when choosing a new TV content among options. We focus on quantity and attribute of comments or reactions on the online news articles. We analyze that online communications data, which were generated before the first broadcast, affect the TV content consumers' choice for a new TV series. Here we identify a predicted utility, experienced utility and distinction bias in TV media consumption to find the effectiveness of the first viewing choice on whole TV series' episodes. To avoid the crucial influence by exogenous factors, such as season and social issue, the test was done with specific conditions. This research found that the total number of reactions to the comments by itself positively affects the audiences' decision-making behavior for a new TV content choice. This influence was regardless of favor/ non-flavor reactions. This study contributes to the literature on media economics and management by exploring the media content users' consuming behavior and making a first step for finding an important influencer on the media content consumption.

• Journal of Distribution Science
• /
• v.20 no.3
• /
• pp.33-43
• /
• 2022

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

• Korean Institute of Interior Design Journal
• /
• no.28
• /
• pp.3-10
• /
• 2001

The purpose of this study is to identify the cognition differences of home interior remodeling and preference of mass media among consumers and analyze relationship between remodeling perception and mass communication. The data are collected through questionnaire surveys, which included demographic information and preference of remodeling, mass communication from adult consumers who live in Seoul. 223 samples are collected, and are analyzed by using SPSS-WIN program. The major results are as follows: Most of the media are preferences above the average. TV media is a leading mass communication, which has an effect of most consumers. Internet business preference is found at young, male, white color business group and small family. Remodeling has been a strange word with consumers, but now on its needs are spread among the public that is provide to solve the problem which were found in their home on the influence of mass communication.

• Korean Journal of Agricultural Science
• /
• v.39 no.3
• /
• pp.441-450
• /
• 2012

The object of this study is to establish proper consumer-oriented advertisement strategies of animal welfare egg. Data were collected by consumer survey on November 4th, 2011 at Hanaromart in Chunchon area. SAS 9.1 and Excel 2007 were used as statistical package and ranked logit model was used to analyze the data. From the results of the study the following advertisement strategies were suggested for animal welfare egg considering the effects of advertisement media. First, internet based media were most preferred. For effectively using the internet based media the message should be succinctly and clearly transferred to consumers. Therefore if phrases and pictures emphasizing the difference between animal welfare egg and general egg were used, then positive effects could be attained from consumers in a short period. Second, advertisement media should be used differently based upon the consumers' income level. In the case of consumers under three million won income level the advertisement in the purchasing site was most effective regarding the advertisement effects. Therefore if the advertisement showing the breeding surroundings between animal welfare egg and general egg was used, positive effects could be attained. For consumers over three million won income level the homepage of egg producers was most effective in advertisement. So if more accurate information were distributed to consumers visiting the homepage and high quality egg were sold via the homepage, positive effects could be attained.

• Fashion, Industry and Education
• /
• v.15 no.1
• /
• pp.1-11
• /
• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

• Asia pacific journal of information systems
• /
• v.28 no.3
• /
• pp.183-203
• /
• 2018

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.6 no.4
• /
• pp.171-182
• /
• 2010

The precent, many outdoor advertisements in the media has such experience. Looking at the trend of outdoor advertising media, visual stimuli, causing extreme curiosity, stimulate emotion, expression, such as illogical to consumers using a variety of unexpectedness "surprising expression" attempt to give a strong impression on consumers appears to can. In this study, outdoor advertising media, outdoor advertising is now through the case study to evaluate the characteristics of the media in the unexpectedness, in the process based on components derived extraordinariness configure Tetrad Map and extraordinariness factors of outdoor advertising media Analysis of the key elements to configure the user experience factor that has the purpose of identifying the characteristics extraordinariness. As a result of analysis of outdoor advertising media element to configure the Visual / Installation / Technology / Story of the most important factors acting Visual elements were found to be leveraging. Components, as well as factors was higher than the interest factor involved. So now with the development of outdoor advertising media, the unexpectedness expression appears in the flow, limited to the visual aspect of extraordinariness factors that could be seen being used. Characteristics of outdoor advertising media in the past did not deviate more as consumers look to stimulate the technical attributes of a visual form that could be seen to be extended.