• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.929-937
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• 2009

This study was intended to identify the differences in communication effects according to nudity type and discount message use in the context of sex-appeal fashion POP advertising. For the experiment, 8 stimuli were developed as experimental stimuli for the 4 (nudity type (nude, semi-nude, body-consciousness, non nude)) $\times$ 2 (discount messages (available, not available)) factorial design. A total of 280 questionnaires allocating thirty-five students to each group were distributed. The results were as follows. First, there were significant differences in advertising affect, attitude toward advertising, and brand attitude according to nudity type of sex-appeal fashion POP advertising. Second, there was no significant difference in communication effects by discount message use. Third, there was interaction effect according to nudity type and discount message use on the aspect of advertising cognition.

• Management & Information Systems Review
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• v.32 no.4
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• pp.209-225
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• 2013

The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to examine the direct effects of public service Advertising message framing and moderating role of temporal distance. The results indicate that message types have a significant effect on message reliability and acceptance intention. In addition, temporal distance plays a significant moderating role between the message types and the dependent variable. The results of this study suggest various implications in the public service advertising area.

• Journal of Digital Convergence
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• v.11 no.6
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• pp.129-135
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• 2013

With the increasing use of the SNS, WOM(Word of Mouth) has become an even more powerful and useful resource for consumers and marketers. In this paper, we investigated the effects of message polarity (positive, neutral, negative) and type (factual, evaluative) on WOM through SNS (twitter). A total of 13.4 million twitter messages were collected and 1.0 million retweeted messages were analyzed. The results showed that message orientation, type, URL and hashtag have a significant (<0.01) effect on retweet counts and the interaction between message orientation and other factors were observed. It also observed that message type, URL and hashtag have significant (0.05) relationships with retweet speed.

• The Journal of Korean Association of Computer Education
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• v.18 no.6
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• pp.33-42
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• 2015

Based on the Construal Level Theory, this study aims to investigate how information security vaccine users' selection intentions differ from each other according to the selection time of information security vaccine, advertisement message types, and information security knowledge levels. For the foregoing, this study conducted an experiment by applying an experimental design of 2(knowledge level: high/low) ${\times}2$(temporal distances: short distance/long distance) ${\times}2$(advertisement message types: how(concrete)/why(abstract)) on computer security vaccine softwares. As a result, this study confirmed that the selection intentions about information security vaccines differed from each other according to the temporal distance and advertisement message type, and also varied according to the information security knowledge level. In conclusion, this study provides an implication that the consideration of well-timed persuasive message is especially important for the users at the high level of knowledge. Also, this research implies the necessity of development of abstract thinking ability based on temporal distance for the users at the low level of knowledge.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.245-252
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• 2024

This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

• Smart Media Journal
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• v.11 no.8
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• pp.29-36
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• 2022

Smart advertising in digital media has become an active research field in the past few decades. The purpose of the study is to investigates the interaction effects between the message expression type and brand familiarity on the effectiveness of raffle advertising. An online 2×2 between subjects experiment was constructed. The results showed the interaction effects between the message expression type and brand familiarity on advertising attitude, brand attitude, and purchase intention.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.117-126
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• 2020

This study was conducted to explore the effect of the type of dashboard on online group discussion activities based on learning analysis. The experimental research was conducted among 51 learners from a university by dividing them into 2 groups. Group A provided participation and interaction dashboard, and group B provided the discussion topics and message type dashboard. First, pre-tests were conducted on attitudes toward computer writing and the level of motivation that could affect online discussion activities. Then the students participated three different topics of online group discussions. The participation and interaction data were automatically collected through the dashboard, and learning outcome data were collected through post-tests. The results showed level of participation in Group B (M=47.56, SD=2.37) that provided discussion topics and message type dashboard was significantly higher than the level of participation in Group A (M=38.13, SD=2.21) that provided participation and interaction dashboard. On the other hand, there were no differences in the level of interaction and learning outcomes. In future studies, we suggest that the dashboard effects based on the learners' characteristics should be carried out because the learners' characteristics may affect the use of the dashboard.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.626-635
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• 2018

To develop prevention messages for increasingly severe adolescent obesity in China. this study tested interaction effects between obesity involvement and message framing, and between obesity involvement and evidence types on obesity prevention attitudes and behavioral intentions. Message framing types are categorized with a gain frame and a loss frame. Evidence types are classified into narratives based on personal experiences and statistics based on objective numerical proofs. Three hundred sixty eight Chinese adolescents participated in the study. Results found that involvement, framing, and evidence types had significant effects on attitudes and behavioral intentions to obesity prevention. Adolescents highly involved in obesity were more likely to show positive attitudes and behavioral intentions when exposed to loss framing and statistical evidence. Those with low involvement showed positive attitudes and behavioral intentions after exposed to gain framing and narratives. Thus, we suggest that loss frames with numerical data should be developed to persuade adolescents with high involvement, and gain frames with narratives should be developed for those with low involvement.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.255-265
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• 2018

This study investigated what kind of message forms and information sources more effect according to SNS' type and use intensity. To this end, this study did experimental analysis using collected data by survey which manufactured message forms and situational contents of information sources. According to analysis results, the effect of message forms showed difference according to SNS' type and use intensity. Realistic message showed greater effect in interest-based SNS and high use intensity. Evaluative message showed greater effect in relation-based SNS regardless of use intensity. The effect of information sources showed difference according to SNS' type. Friend or college and knower showed greater effect in relation- based SNS, and company showed greater effect in interest-based SNS. In the case of use intensity, friend or college showed the greatest effect without difference. Such results can provide a practical contribution in planning SNS advertising strategy. Future Studies need to expand survey variously into SNS and subject.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.19-34
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• 2021

The aim of this study is verifying the effects of chatbot's error types and structures of error message on attitude, behavior intention towards the chatbot and perceived usability of the chatbot. The error types of chatbot are divided into 'experience' error and 'agency' error, which set different expectancy level, according to mind perception theory. The structures of error message were either unstructured condition composed of error specification only or structured condition composed of apology, explanation and willingness of improvement. It was found that score of perceived usability was higher in experience error condition than agency error condition. Also, all three scores of dependent variables were higher in structured error message condition than unstructured error message condition. Furthermore, expectation gap of experience didn't predict the dependent variables but expectation gap of agency predicted all three dependent variables. Finally, the tendency of interaction effect between the error type and the structure of the error message on expectation gap of agency was observed. This study confirmed the mitigating effect of structured error messages and the possibility that these effects may vary by the type of error. The result is expected to be applicable to design of error coping strategies that enhance user experience.