• Journal of Communication Design
• /
• v.57
• /
• pp.44-53
• /
• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• Journal of Convergence for Information Technology
• /
• v.9 no.1
• /
• pp.105-115
• /
• 2019

This study empirically analyzed the effect of outdoor brand consumer's consumption value and company's creating shared values activity on consumers' purchase intention. The sub-variables of consumption value were set as functional value, conditional value, and emotional value as factors affecting consumers' purchase intention. The sub-variables of company's creating shared values activities were set as economic value, relational value, social value. As a result of analysis, functional value, conditional value, and emotional value of consumption value were found to have a positive effect on purchase intention, and economic value, social value, and relational value of company's creating shared values were all positively influenced Respectively. According to the results of the analysis, it is found that both consumption value of outdoor brand consumers and company's creating shared values activities are positive factors for purchase intention. This result can be deduced that consumers 'consumption value and company's creating shared values activities in outdoor brand industry are already reflected in consumers' purchase intention.

• Journal of the Korea Convergence Society
• /
• v.12 no.8
• /
• pp.115-122
• /
• 2021

This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.

• The Journal of the Korea Contents Association
• /
• v.10 no.12
• /
• pp.352-365
• /
• 2010

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn't be explained that on-line brand community could be the field of consumer's public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer's negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer's desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer's negative emotions and user's characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.1
• /
• pp.35-46
• /
• 2019

In this study, we conducted an empirical analysis to examine the effects of corporate cultural marketing activities on customer satisfaction and customer citizenship behavior through positive emotion variables. For this study, we conducted a survey on customers who have experienced cultural marketing activities of companies. The results are as follows. First, among the four factors of culture marketing activities, 'sponsorship','synthesis','style', and other factors excluding 'sales' factors influenced positive emotion. Second, positive emotion have a positive effect on customer satisfaction with products and services. Third, positive emotion affect voluntary customer citizenship behavior. As a result, it can be seen that the marketing activities of companies practicing cultural activities, differentiation of products and services based on culture, and formation of corporate culture emphasizing culture lead to positive emotion of customer. In addition, positive emotion are likely to lead to customer satisfaction with products and services, and furthermore, in order to create common value, it is sometimes possible to lead to customer citizenship behavior that voluntarily perform the same role as the company's spokesperson have. Based on the results of this study, it is necessary for domestic stakeholder to engage in innovative perspectives and ongoing activities based on the essential concepts of cultural marketing to secure customer and build competitive advantage.

• Journal of Food Hygiene and Safety
• /
• v.31 no.3
• /
• pp.167-175
• /
• 2016

After Fukushima Daiichi nuclear disaster, Korean government banned to import of Japanese fishery products that comes from north region of Japan. As 'fishery product trade dispute' between Korea and Japan is still in progress, consumers have been threatened their food safety. This study is to examine the factors influencing consumer's risk perception to Japanese fishery products and risk taking behavior. Survey was conducted with 1,500 adult during sep-oct 2012. The result can represent the role of affect with risk perception of Japanese fishery product. People who have negative affect to Japanese fishery products have higher risk perception. Also negative affection can influence to risk taking behavior. However the degree of fatalism is not significant factor to risk taking behavior.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.19 no.12
• /
• pp.3003-3010
• /
• 2015

In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.

• Journal of the Korea Society of Computer and Information
• /
• v.16 no.7
• /
• pp.173-181
• /
• 2011

This study investigated the effects of self concept on impulsive purchase and after-buying emotional response. For these purposes, researcher compared the impulsive purchasing and after-buying emotional response by socially independent-dependent groups in self concept. The results of present research were as follow: First, impulsive purchase led to high after-buying emotional response such as guilt, regret, happiness, but it did not in pride. non-impulsive purchase led to high pride. Second, socially independent self concept led high impulsive purchase. Third, socially independent self concept moderated the effect of impulsive buying on guilt, regret, happiness, but it did not in pride also. These results show that socially independent consumers in self concept purchase cell-phone impulsively and have high guilt, regret, happiness in after-buying emotion. But the low pride would be interpreted that they don't think their impulsive purchases desirable.

• Journal of Digital Convergence
• /
• v.10 no.3
• /
• pp.39-49
• /
• 2012

The purpose of this study is to analyzed that the perceived price and VMD fitness of the SPA(speciality store retailer of Private label Apparel) brand characteristics impacts on multidimensional commitment consist of affective commitment, calculative commitment and behavioral commitment. Using SPSS 18.0 and AMOS 18.0 by structural equation modeling analysis, we found that perceived price have effects on affective commitment, behavioral commitment and calculative commitment significantly, and VMD fitness have effects affective commitment significant only. Affective commitment and calculative commitment on behavioral commitment was affected significantly. Through this study we found that perceived price and VMD fitness SPA brand maintaining relationships between the consumer and the seller are an important factors.

• The Journal of the Korea Contents Association
• /
• v.16 no.5
• /
• pp.68-86
• /
• 2016

This study confirmed structural causal relations among concepts such as characteristics of store, store image, affective satisfaction, affective commitment, and loyalty and surveyed mediating roles of affective commitment in grocery retailing. Analysis of structural equation modeling with SPSS18.0 and AMOS18.0 were performed to test the research hypothesis. The results are as follows. First, Perceived quality, product assortment and product price influenced satisfaction. Second, Store image influenced affective satisfaction, affective commitment and loyalty. Affective satisfaction influenced affective commitment but not loyalty directly. Third, affective commitment influenced loyalty through the powerful mediating role. The store characteristics was seen to have a positive impact on affective satisfaction through store image, and in turn related to affective commitment, ultimately leading to loyalty. Especially, It is meaningful result in this study which is confirmed affective commitment have a strong mediating role in between store image, affective satisfaction and loyalty. Finally, we discussed the role of affective commitment and the strategies of affective commitment development, and suggested future studies.