• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.106-111
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• 2021

Multiple sales promotions for one product can be simultaneously offered. For instance, marketers can offer a premium along with a price discount. In the present research, we primarily focus on offers containing both a bonus pack and a price discount. In particular, this research examines whether consumer evaluations of offers containing both a bonus pack and a price discount (i.e., BP + PD offers) vary according to consumers' saving orientation. Specifically, we predict that for consumers with strong (vs. weak) saving orientation, offers containing the high PD but low extra amount of BP will be more favorably evaluated than offers with a high extra amount of BP but low PD. A series of two experimental results show that consumers' saving orientation moderates their evaluations of BP and PD offers, which supports the prediction. The findings imply that marketers can evoke more positive consumer responses to BP and PD offers, considering individual differences such as saving orientation.

• 한국콘텐츠학회논문지
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• 제11권2호
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• pp.79-87
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• 2011

현재 지문인식시스템 제품은 양적으로 빠른 성장세를 보이고 있으나 그 동안 질적인 품질을 고려하는 노력이 미흡한 것이 사실이었다. 따라서, 본 논문에서는 지식정보보안 제품의 질적인 면을 평가하여 품질 수준을 파악하여 개선방향을 도출함으로써 품질향상을 지원할 수 있는 평가모델을 개발하기 위해 지문인식시스템 제품의 국내외 시장현황과 기술적인 요소들을 분석하였다. 제품의 특성을 고려하여 보안성, 성능, 신뢰성 요구사항을 분석하여 기존 보안기능 중심의 평가에서는 다루지 못했던 비 기능 요소를 포괄적으로 적용할 수 있는 신뢰성 품질평가 모델을 구축하였다. 본 논문을 통해 지문인식 제품 특성과 동향을 반영하고 제품별 평가를 수행할 수 있는 신뢰성 평가모델을 구축함으로써 지식정보보안 제품의 전반적인 품질향상에 기여할 수 있을 것이다.

• Asia Marketing Journal
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• 제17권1호
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• Asia Marketing Journal
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• 제17권3호
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• pp.105-127
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• 2015

This study compares experienced and inexperienced consumers' patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market - an art gallery's brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers' information processing styles, we hypothesise that experienced arts consumers form perceived credibility of and purchase intentions towards artworks based on high-scope cues, whereas inexperienced consumers do so based on low-scope cues. To test our hypothesis, we conducted a consumer intercept study at Korea's two most representative art fairs. The survey participants were categorised into either experienced or inexperienced consumers based on their prior purchase experience, and their responses to a set of attribute combinations about two artworks created by the same artist were collected. The results indicate that experienced participants show higher purchase intentions when an art gallery's reputation is very high, whereas inexperienced participants show higher purchase intentions when artworks are accompanied by certificates of authenticity. This congruency effect between prior experience and cue type is mediated by the perceived credibility of the artworks. The findings suggest a correspondence between a consumer's prior experience and the types of extrinsic cues that are important in product evaluations. To the best of our knowledge, this study is the first attempt ever to investigate the role of prior experience in determining when to use high- or low-scope cues. It also provides a useful frame of reference to advise marketers on the effective sales approach based on a client's prior purchase experience.

• 한국의류학회지
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• 제31권2호
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• pp.236-246
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• 2007

The purpose of the current study is to investigate the underlying reasons of fashion brand repurchase intention formation based on means-end chain theory and to identify whether the price level moderates the relationships between attribute evaluation and re-purchase intention. Questionnaire data from 291 consumers who had purchase experience of casual wear during the last 6 month period through off-line retail shops were analyzed. The results showed that hedonic shopping value had a positive impact on aesthetic attribute and utilitarian shopping value also had a positive impact on physical attribute of fashion product. While aesthetic attribute had a positive influence on brand repurchase intention, physical attribute had no effect on brand repurchase intention. In addition, there was no moderating effect of price level between the links from shopping value to fashion product attribute evaluation. When casual wear companies have to devise price related strategies, they need to pay attention to diverse promotion factors except for product attributes to realize price-based differentiation.

• 한국의류학회지
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• 제34권1호
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• pp.167-174
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• 2010

This paper aims to examine the status of sizing specifications for disposable sanitary pads on the market and to offer information on product design that reflect the requests of consumer by gathering opinion through the practical experience of consumers. Seventy-six varieties of sanitary pads on market are measured and the evaluations of wearing comfort were investigated by the questionnaire and interview for sixty three varieties of sanitary pads. As a result, they were classified into five sizes related with length but vaguely related with thickness and width. Thickness is distinguished by the compressibility that is marked as slim or ultra slim by the same brand. However, there is no sizing consistency for all products. The result shows that there is some confusion for consumers to choose desired sizes, In addition, the perception of wearing is categorized into four factors that are product performance, size and fit, wearing feeling and margin of action, and adhesive property and wrapping. The manufacturing specifications for the sanitary pads on domestic market, the requests of consumers for sanitary pad design modifications, and proposals for follow-up studies were figured out through this research.

• 한국의류학회지
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• 제35권6호
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• pp.635-645
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• 2011

This study explores the differences in product evaluation and approach behaviors as well as the effects of product evaluation on approach behaviors of utilitarian and hedonic products in on-line and off-line settings. A total of 332 subjects participated in the experiments to assess product evaluation and approach behaviors for utilitarian and hedonic clothing products in on-line and off-line settings. The results show that even though the same stimulus was presented, consumers' product evaluation of utilitarian clothing (i.e., t-shirts) was higher in the off-line setting than in the on-line setting while the approach behavior of hedonic clothing was better in the on-line setting than in the off-line setting. In addition, color was a crucial factor generating positive approach behaviors for utilitarian clothing while style and quality were core factors influencing the approach behaviors of hedonic products in an on-line setting. There was no consistency in the results of the important factors affecting approach behaviors of utilitarian and hedonic clothing in an off-line setting. The conclusion suggests implications for marketing based upon the results of this study.

• Asia Marketing Journal
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• 제22권2호
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• pp.59-85
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• 2020

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

• 경영정보학연구
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• 제19권3호
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• pp.91-104
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• 2017

본 연구는 소셜 미디어 이용자들의 상호작용을 통한 제품정보 확산 패턴으로 트위터와 블로그의 특성차이에 따른 영향력을 확인해 보고자 시도되었다. 이에 각 매체에서의 제품정보에 관한 포스팅 수를 이용하여 바스모형을 통해 정보확산패턴을 확인해 보았다. 분석 결과 첫째, 블로그와 트위터 모두에서 실용재에 비해 쾌락재가 정보확산 속도가 빨랐다. 둘째, 제품유형에 관계없이 트위터는 블로그에 비해 모방효과의 영향력이 높게 나타났으며, 블로그는 트위터에 비해 혁신효과의 영향력이 높았다. 이를 통해 블로그는 트위터에 비해 이용자가 본인 스스로 직접적으로 정보를 찾는 경향이 더 높은 경향이 있으며, 트위터는 블로그에 비해 혁신에 대한 주관적 평가보다는 다른 사람으로의 전달된 평가에 더 의존하는 경향이 있음을 시사한다.

• Journal of Korea Trade
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• 제24권3호
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• pp.20-36
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• 2020

Purpose - As the global product network expands through both internationalization and diversification of the multimodal transportation system, corporate strategies have shifted to emphasize the importance of a high value-added international logistics system. To guide policies and strategies to attract relevant industries, this study aims to analyze the location competitiveness of regional logistics distribution center to serve Northeast Asia. Design/methodology - Multi-criteria techniques are considered to offer a promising framework for evaluating decision-making factors. This paper employed an analytic hierarchy process to analyze the hierarchal structure of determinants for selecting the location of a regional logistics distribution center. Adopting both qualitative and quantitative evaluations, this study suggest political implications for a regional logistics distribution center development, such as the direction of political support, service differentiation and infrastructure development. Findings - This study developed a location competitiveness evaluation model, based on the case study of the major port-cities in Northeast Asia. Evaluation model incorporates five factors underpinning 17 components extracted using factor analysis. The results revealed that the logistics factor is the most significant factor for evaluating the competitiveness of a regional logistics distribution center. The remaining factors were market, costs, and services environment. Comparing qualitative and quantitative evaluations, results provide useful insights for a regional logistics distribution center development in Northeast Asia. Originality/value - This study revealed differences between qualitative and quantitative evaluations. The finding implies that prior works on evaluation models of competitiveness has not successfully measured the gap between quantitative data and expert' evaluations. To overcome this limitation, this paper considered both actual data such as actual distance, cost, the number of companies located, and expert opinions.