• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.707-723
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• 2016

The purpose of this study is to focus on the effects of different channel types of Word-of-Mouth on the product attitude. Additionally, the product involvement and gender are considered as moderating variables. The results of this study show that different word-of-mouth channel types have different effects on the product attitude, that is, off-line has more influence than on-line does. Also the product involvement moderates the relationship between the channel types of word-of-mouth and the product attitude, while the gender does not. The results imply that while building the word-of-mouth marketing strategy, companies should not only pay attention to the on-line media channel, but lay importance on the off-line communication channel.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.163-170
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• 2014

The purpose of this study was to explore the effect of need for closure on college students' problem recognition and communication behavior. Specifically, this research examined differences about situation recognitions and communication behaviors across level of need for closure factors (preference for order and structure, preference for predictability, decisiveness, discomfort with ambiguity, closed-mindeness). The results show that the participants with higher level of discomfort with ambiguity and low level of closed-mindeness are more likely to high problem recognition, constraint recognition, involvement recognition, and doing active communication behaviors.

• Asia Marketing Journal
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• v.9 no.2
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• pp.1-21
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• 2007

This research investigates the role of causal inferences about the endorser's motivation - specifically, dispositional versus situational attributions - and their impact on persuasion of noncelebrity testimonial advertisements. Based on the correspondent inference theory and the relevant literature, it is posited that consumers will generate predictable patterns of attributional responses to testimonial messages, which in turn will influence ad and brand evaluations. An experiment with 335 consumer panelists, after a pilot experiment with the college student sample, has been conducted. Results suggest the greater impact of dispositional attributions than situational attributions on persuasion of noncelebrity testimonial messages and general evocations of situational attributions regardless of the levels of endorser credibility and dispositional attributions. On the basis of the findings from this study, theoretical and practical implications are discussed, as are directions for future research.

• Management & Information Systems Review
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• v.31 no.4
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• pp.109-137
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• 2012

This Research focuses on the effect of location-based mobile advertisement considering both of product involvement and advertising expression. The product involvement is classified as high and low involvement and forms of text and picture advertising, which are commonly used in mobile advertising, are chose in this research. To verify the advertising effect for location-based mobile advertisement, advertising attitude, brand attitude, and purchase intention are assessed by conducting survey experiment, which is stimulated for the location-based mobile advertisement including product involvement and advertising expressions. The results presented in this research indicate that the low-involvement product shows lower advertising effect rather than high-involvement product, because consumers recognize the mobile advertisement with low-involvement. The Second finding is that the effect of picture mobile advertising is more effective than that of text mobile advertising and this result is consistent with previous researchers. Finally, the favorable effects for location-based mobile advertisement is more effective than that of non-location-based mobile advertisement, because location-based mobile advertising can cause the immediate response for consumer to react with given advertising.

• Land and Housing Review
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• v.7 no.4
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• pp.217-223
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• 2016

PSM is widely used pricing tool in field by the reason of data collection convenience and analytical intuitiveness. However, In high involvement environment, strategic respondent bias influence in reducing the price. By using 3 empirical cases of LH apartment for sale, We found that latent consumers' recognition of the range of acceptable and the range of optimal price are lower than real estate agent representative respondents'. This phenomenon is considered loss aversion effect of prospect theory to reduce loss by reducing price, and more influenced in high involvement situation than latent consumer respondents'. Also we found PSM result using real estate representative data is more useful in real market than latent consumers data distorted by loss aversion effects. The meaning of this study is finding some limitation in PSM using consumer data generally used. In further study, development of PSM measurement tool to minimize the effect of strategic bias are need to be studied. Also some new approaches in reinterpretation of the range of acceptable price and the range of optimal price are need to be followed.

• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.55-72
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• 2021

This study aims to research the influences of the discrimination of internet media and one-person media environment, especially, the one-person media creators leading the mobile media that could be accessed and viewed anywhere, on the user attitude and continuous subscription intention. Especially, this study aimed to understand the current situation of one-person media market represented as YouTube, to explore the relationship and ecology between each subject and elements composing the media market, and also to understand the mediating effects of the characteristics of YouTube creators on the relation between contents involvement and user attitude, and the relation between user attitude and subscription intention, and the mediating effects of contents involvement on the relation between characteristics of creators and user attitude. As research methods, first, for the theoretical establishment, this study collected, conducted, and organized the published domestic/foreign theses/journal papers. For the objective validity and verification of the established research model, a survey was conducted targeting adult men and women currently watching YouTube, and then the empirical analysis was performed through the final effective samples. And the results of this study are as follows. First, the playfulness and reliability on the relation between characteristics of creators and contents involvement were not significant while the professionalism was significant. Second, the professionalism on the relation between characteristics of creators and user attitude was not significant while the playfulness and reliability were significant. Third, the relation between contents involvement and user attitude was significant. Fourth, the relation between user attitude and subscription intention was also significant. Also, in the results of verifying the mediating effects of contents involvement, the contents involvement completely mediated the relation between characteristics(playfulness, reliability, and professionalism) of creators and user attitude. And in the conclusion, this study presented the implications and suggestions for further researches in the future.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.4
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• pp.195-209
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• 2021

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Phonetics and Speech Sciences
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• v.13 no.3
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• pp.53-64
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• 2021

It is known that the voicing contrast for Japanese word-initial stops is primarily realized as differences in the voice onset time (VOT). However, recent studies have reported that voiced stops are more often produced with a positive VOT than with a negative VOT among the younger generation nationwide. It is also known that post-stop F0 is associated with the stop contrast, but the degree of F0 use differs from region to region. This study explores whether the difference in post-stop F0 functions as a perceptual cue to the stop contrast along with VOT. Fifty-five college students who are native listeners from four different regions participated in two or three perception tests. The results show that VOT is a primary cue to the voiced-voiceless distinction of word-initial stops, but that the effect of post-stop F0 on the stop contrast is marginal. The post-stop F0 is involved in perception only when VOT is ambiguous, such that a sound with high F0 is more often perceived as a voiceless stop, but not vice versa. The results of this study indicate that the acoustic parameters associated with the stop contrast are not the same in production and perception, and suggest that other factors such as context, which is not an acoustic characteristic, may also be involved in the stop contrast.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.177-180
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• 2018

우리나라는 외환위기 이후 경제가 급속도로로 발전했으나 변화하는 과정에서 여러 사회문제들이 발생했다. 저 출산 및 고령화, 환경오염, 실업률 증가, 지역 사회 붕괴, 사회적 가치 창출 및 공유 미흡등 사회적인 약자가 증가하고 그들에 대한 배려가 부족해지면서 사회적 서비스가 중요한 시대가 되었다. 사회적 기업은 영리기업과 비영리 기업의 중간 형태로, 사회적 목적을 우선적으로 추구하면서 재화/서비스의 생산 및 판매 등 영업활동을 수행하는 조직을 말한다.(사회적기업진흥원, 2017) 사회 전반적으로 사회 문제에 대한 관심과 사회적 기업에 대한 창의적인 아이디어, 도전들은 많다. 하지만 사회문제를 해결하기 위한 사회적 기업 창업을 하는 사람은 그리 많지 않는 것이 현실이다. 이러한 현실을 통해 본 논문에서는 현재 대학생, 대학원생들의 사회적 기업 창업의지에 영향을 미치는 요인들에 관하여 고찰하였다. 사회적 기업 창업과 벤처 창업 의지에 관한 선행 연구들을 바탕으로 연구를 진행 하였다. 사회적 기업 창업 의지에 영향을 미치는 영향으로는 개인적 특성(위험 감수성, 혁신 추구성, 진취성, 사회가치지향성), 사회문제 상황인식(문제인식, 관여도), 대학의 사회적 기업 정보등을 선정하였다. 이러한 요인을 바탕으로 국내 대학생과 대학원생들에게 설문조사를 진행하였으며, 설문조사 결과에 대한 신뢰성, 요인분석, 상관관계 분석 등을 통해 본 연구에서 설계한 가설을 검증해 보았다. 본 연구 결과는 향후 사회적 기업을 창업? 잠재적인 대학생 및 대학원생들의 창업을 도와주기 위한 정책적 지원을 만드는데 도움이 되며, 사회적 기업 창업에 관한 연구 확산에도 기여 할 수 있을 것이다.