• Journal of Global Scholars of Marketing Science
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• v.3
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• pp.173-193
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• 1999

본 연구는 소비자의 제품성과 평가에 대한 선행요인을 규명하기 위한 것이다. 기존의 연구 결과에서는 제품성과에 대한 소비자의 사전 기대 신념 수준이 제품 성과 평가에 주요한 원인임을 밝히고 있다. 1980년대부터 소비자행동 및 심리학 분야에서 감정의 역할 및 기타 심리요소와의 관계에 대한 관심이 증대되면서 제품 평가 과정에 있어서 감정이 중요한 요인이 될 수 있음이 밝혀 졌다. 즉, 제품성과 평가에 있어서 소비자의 일시적 측면과 감정적 측면에 모두 영향을 받을 수 있다는 것이다. 그러나 감정에 관련된 인구에 있어서 항상 문제가 되어왔던 부분이 감정의 개념 규정과 특성이다. 현재까지도 이 문제는 여전히 해결해야 할 것이 많지만 이에 대한 새로운 연구 결과가 많이 제시되었다. 본 연구에서는 우선 이론적 고찰을 통하여 소비자 감정 반응의 유형을 구분하고 제품 평가 과정에서 발견되는 감정 반응은 주로 기분 상태의 성질을 띠고 있음을 설명한다. 한편 본 연구와 관련하여 주목할 만한 이론이 감정의 인지적 평가 이론이다. 이 이론의 필자는 개인의 복지에 영향을 미치는 사건에 대한 인지적 평가가 감정에 선행한다는 것이다. 본 연구에서는 감정의 인지적 점포 내 기분 상태의 인지적 평가 요소로 사전적 기대와 점포 평가를 제시하고, 점포 내 기분 상태의 결과로 제품 성과 평가를 제시하는 연구 모형을 수립하였다. 이 연구 모형에 대해 공분산 구조 분석을 실시한 결과 점포 평가가 점포 내 기분 상태의 중요한 인지적 평가 요인이 되었으며, 점포 내 기분 상태의 유쾌 차원이 소비자의 제품 성과 평가에 유의적인 영향을 미치는 것으로 나타났다.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.99-107
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• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.187-198
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• 2007

To improve VMD technology and suggest the comprehensive evaluation method for VMD, this study investigated and compared two methods of VMD evaluations; expert evaluation and questionnaire to consumers. We analyzed VMD factors of 4 stores with the same brand according to purchasing psychological steps of consumers at the purchasing point. The results are following: Customer Attraction and Purchase Stimulus by VMD showed higher scores in road shop than in department stores, while Put-on Imagination and Comparison Process by VMD showed higher scores in department stores than road shop. Visual Satisfaction and Shop Visit Satisfaction increased the purchasing desire of consumers. High-scored VMD shop evaluated by expert had high score in product purchasing intention of consumers. We found out that questionnaire method to consumers or their response is needed for evaluate VMD of shop in terms of analyze possibility of the related to their purchasing intention.

• The Journal of the Korea Contents Association
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• v.9 no.1
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• pp.270-284
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• 2009

There is a big attention to digital convergence products(DCP) nowadays. However, consumers' response on the DCP is not always positive. These products may not match consumers' value and consumers may not know how to use them, because the DCP is generally innovative products. DCP marketers should learn that why consumers do not purchase them. Thus, this paper examines and identifies the consumers' purchase-avoiding psychological factors and antecedents on DCP. In detail, It is empirically checked that how the relationship between purchase-preventing factors such as complexity, incongruence, uncertainty, and unreasonability and purchase-avoiding psychological factors such as dissonance, innovation resistence, and perceived loss is. Also, these purchase-avoiding psychological factors' influence on the purchase-intention is empirically checked. As results, complexity and incongruence have an effect on the innovation resistence significantly. Uncertainty and unreasonability influence perceived loss variable. Unreasonability also influences consumers' cognitive dissonance variable. Additionally, cognitive dissonance have an influence on innovation resistence positively, and such innovation resistence influence consumer's purchase-intention negatively. Therefore, marketers should think twice about the roles of these purchase-preventing factors before launching.

• Knowledge Management Research
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• v.21 no.4
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• pp.227-241
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• 2020

In the acceptance of new technology products, not only the characteristics of the product itself, but also the consumer's psychological perception of the product has a great influence. This study analyzed the effects of psychological variables such as perceived risk, technology trust, and optimistic bias on consumers' intention to accept new technology products. This study selected nanotechnology, and we found consumers with high perceived risk showed relatively low intent to accept nanotechnology products compared to consumers with high perceived risk. However, in case of high level of technology trust, consumers with high perceived risk did not show any significant difference in the intention to accept nanotechnology products. We also found that such moderating effect of technology trust is mediated by optimistic bias. We hope that the findings of this study can give meaningful implications to nanotechnology developers, marketers, and policy makers in nanotechnology industry.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.283-293
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• 2018

The purpose of this study is to examine the effects of psychological distances on the consumer attitudes related to new product advertising based on the construal level theory. In particular, this study intends to test the interaction effects among models' nationalities, the newness of new products and message types on the Chinese consumer attitudes toward the advertisements or products. Perceived cultural distances were also considered to have moderating role on the interaction effects. The results indicated that the fits of psychological distances led more positive attitudes. Consumers showed more positive attitudes toward abstract(vs concrete) advertising with foreign models. In the domestic model advertising, consumer attitudes were enhanced when concrete(vs abstract) messages were provided. The findings also demonstrate that the influences could be different according to perceived cultural distances.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.11
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• pp.474-482
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• 2016

This paper presents an empirical analysis on the relationship between consumer sentiment and macro-economic indices by consumer's characteristics such as age, income and employment type. According to the empirical analysis based on the Consumer Sentiment Index(CSI) of the Bank of Korea and other macro-economic indices, the following study findings are presented. First, individual consumer sentiment depends not only on GDP growth, but also on other macro-economic conditions such as wage, employment, consumer and asset price, and debt burden. Second, the degree of importance of the macro-economic indices on determining individual consumer sentiment varies strongly according to consumers' characteristics. These findings reveal that the gap between consumer sentiment and GDP growth can largely be explained by considering the other macro-economic indices and consumer's characteristics.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.146-160
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• 2023

The spread of non-face-to-face services due to the COVID-19 pandemic has brought many changes in consumers' purchasing behavior and attracted much attention to new services. Could trying new services caused by this sudden environmental change alter consumers's choice patterns? This study proposes the research question of whether these new service experiences can change consumers' existing choice behavior, especially for risk-averse consumers who maintain their existing choice behavior or prefer safe alternatives. In this study, we examined whether trying out an unmanned payment services, one of innovative services that emerged after the pandemic crisis, can change the existing choice behavior of risk-averse consumers, i.e., make them more likely to prefer risky alternatives to safe alternatives. To accomplish these research goals, this research conducted one pilot survey and one study. The results of pilot survey showed that the stronger the prevention-focus tendency, the lower the self-efficacy to use the innovative service, with a negative relationship between them. Based on these findings, the study used an experimental method to examine the interaction effects between the use of innovation services and consumers' regulatory focus in a choice behavior and to explore the psychological mechanisms behind them. According to the results, it is found that prevention-focused consumers were more likely to choose risky alternatives and dissimilar extended brands following a trial of an unmanned payment service compared to not using that service. In contrast, promotion-focused consumers did not show different choice patterns regardless of following a trial of an innovative service. Furthermore, these results for prevention-focused consumers confirm the role of self-efficacy as a psychological mechanism. These findings shed light on the role of self-efficacy which has discussed in positive psychology into marketing area. Moreover, practical and academic implications are suggested by the finding that behavioral change occurs in risk-averse consumers, who are known to be hesitant to try new behaviors, indicating market expansion related to potential consumers for the use of the innovation services.

• Culinary science and hospitality research
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• v.17 no.4
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• pp.140-152
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• 2011

As increased demand for well-being food caused more interest in hangwa, or Korean traditional sweets and cookies, this study attempted to analyze the effects of psychological well-being awareness on selection attributes for it and customer satisfaction based on the customers who buy hangwa. As a result of statistical analysis, psychological well-being awareness positively affects selection attributes for hangwa. It also bas a positive effect on customer satisfaction.

• Archives of design research
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• v.20 no.3 s.71
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• pp.49-60
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• 2007

As the world is in the age of globalization and information, we observe diverse changes in the market environment. Since wide-spread internet services and global networks made ubiquitous learning and business possible, equalizing consumers' ideology and preference, new trend and life style could be introduced easily. This study stipulates on the theoretical concept of the wellbeing consumer and LOHAS consumer. Consumers of LOHAS could be sampled out through pre-questionnaire targeting at selected food, clothing, and shelter based on companies of both wellbeing and general brands. Through this it is attempted to measure wellbeing emotion, recognition quotient of emotion and reason, affirmation and negation, mental emotion quotient, and preference in order to find out their value and to ultimately come up with what web design should be aiming at. Conclusions are as follows: Firstly, consumers easily recognize emotional identification from the web pages of wellbeing brand, rather than that of general brands. Secondly, what web pages of wellbeing brand recognize is reason, not emotion. Thirdly, the design of wellbeing brands scored higher than those of general brands in terms of positive aspects such as hospitality and familiarity, and high mental emotion quotient could not affect the consumers' preference toward web design. Fourthly, wellbeing brands win more preference than general brands do, and preference becomes higher after customers' visit to web pages basically. Lastly, sampled emotional adjectives toward the web designs of wellbeing brands marked a aesthetic graph figure, without leaning toward an active or stable one. It is expected that this study can serve as a groundwork to create proper strategies to actively involve consumers in industrial sphere.