• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.348-359
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• 2019

In recent years, movie content consumption has increased not only in theaters but also through online channels. As movie channels become more diverse, there is a growing interest in movie channel selection process, and the movie channel selection can vary depending on the characteristics of consumers. Therefore, in this study, we examined the effect of consumer personality(neurogenic, conscientiousness, openness, agreeableness) on channel selection factors(primary and secondary factors of the theater, primary and secondary factors of online channel) and channel attitudes(attitudes towards theaters, IPTV, cable TV, OTT). The results of this study shows that consumer personality has significant impact on consumers' movie channel selection process and findings provide strategic directions for companies offering online and offline service for movie consumption.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.172-183
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• 2021

The current study delves into millennial consumers' attitude toward 'undisclosed ads' and 'disclosed ads' through in-depth interviews. More specifically, this study explores how millennial consumers think of undisclosed ads and celebrity endorsers as well as influencers through interviewing 12 millennial consumers. In addition, this study also deals with millennial consumers' attitude toward disclosed ads and celebrity endorsers as well as influencers. Study results suggest that millennial consumers perceive 'undisclosed ads' as deceiving ads and hold negative attitude toward celebrity endorsers as well as influencers who are involved in 'undisclosed ads'. Interestingly, millennial consumers hold both positive and negative attitude toward 'disclosed ads'. 'Disclosed ads' could be delivered to millennial consumers without any reservation when it is integrated as an entertaining factor into contents. On the other hands, negative feelings could occur when 'disclosed ads' is frequently employed and is forcibly embedded in contents, making millennial consumers feel that it is imperative to watch 'disclosed ads' in order to enjoy free contents. In the discussion section practical implications are provided.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2002.05a
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• pp.86-92
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• 2002

전 세계적인 인터넷의 급속한 성장과 더불어 아시아에서도 인터넷의 보급이 급속히 늘고 있다. 이러한 추세에 발맞추어 각 나라들은 정보통신이라는 사회적인 인프라에도 많은 투자를 하고 있다. 이러한 시점에서 인터넷을 이용한 상거래에 어떤 요소들이 영향을 미치는지를 연구하는 것이 중요하게 되었다. 물론 이전에도 많은 연구들이 있어왔지만, 대부분 한 나라에 국한된 연구들이었다. 이에 본 논문에서는 국내와 상황이 비슷한 싱가포르를 대상으로, 비슷한 문화를 가진 아시아지역의 나라들에 있어서 인터넷 사용현황과 소비자들의 태도에 영향을 미지는 요인이 무엇인지에 대해서 연구하고자 하였다. 본 연구에서 사용된 변수로는 지불위험, 사용능력, 가격, 쇼핑경험, 쇼핑몰 업체의 수준, 속도 등이며, 이 독립변수들이 소비자의 구매의지라는 종속변수에 어떤 영향을 주었는지를 살펴보고자 하였다. 결론적으로 본다면 싱가포르와 국내 소비자 태도에 영향을 미지는 상거래 요인은 아주 흡사하다고 할 수 있다. 단, 국내의 경우 쇼핑경험이 가장 큰 영향을 미지는 것으로 나타났지만 싱가포르의 경우에는 쇼핑몰 업체의 수준이 가장 큰 영향을 미치는 것으로 나타났다. 그러나 이러만 것은 그 나라의 여건에 기인딴 것으로 보여지며, 전체적으로 볼 때 비슷한 문화를 가진 아시아지역의 나라들에 있어서 인터넷 사용현황과 소비자들의 태도에 영향을 미치는 요인은 비슷하다고 결론지을 수 있다.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.491-506
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• 2014

The purpose of this study is to examine the effect of expected perspective on the role of genre and attitude toward utilizing genre in broadcast ad on the liking of broadcast ad genre as appeal types of creativity. The results show that there is a significant correlation between macro-environmental expected perspective(MEEP) on the role of genre and a negative attitude toward utilizing genre in broadcast ad. A significant correlation between micro-practical expected perspective(MPEP) and a positive attitude was also found. Consumers with an integrated-situational expected perspective(ISEP) show a more significant relationship with the dual attitude. Consumes with a MPEP have a stronger liking on comparative ad and sex appeal ad, and consumers with an ISEP show a median liking. Consumers with positive attitude have a stronger liking on comparative ad and sex appeal ad, and consumers with a dual attitude show a median liking that is between the positive attitude-based consumers' and negative attitude-based consumers'.

• Journal of Korea Society of Industrial Information Systems
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• v.14 no.1
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• pp.73-89
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• 2009

This research examines the factors that influence a consumer's decision to switch to new self-service technologies. The model related to attitudes, anticipated outcomes and intentions to change a behavior was assessed using structural equation modeling at the context of a banking industry. The results revealed that 1) an attitude toward a staff, Internet banking, and an ATM would influence an attitude toward a bank, 2) an attitude toward Internet banking and ATM influence utility and enjoyment, and an attitude toward Internet banking and staff affect social acceptance, 3) an attitude toward a bank was positively associated with enjoyment, 4) an attitude toward Internet banking had a positive effect on the intention, but an attitude toward an ATM had a negative one, and 5) both anticipated outcomes, enjoyment and social acceptance, were found to influence an intention to change behavior, but utility was found to affect negatively.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.91-99
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• 2016

This study explores the effects of advertising's interactivity on consumers' attitude, brand awareness, intention of word-of-mouth and purchase intention through a comparison between high interactive advertising and low interactive advertising. Experiment was carried out with two factorial design using high and low interactive advertising messages and two different countries. The respondents were 120 Korean and 120 Two hundreds forty valid questionnaires were collected. According to the research results, the brand awareness and attitude of high interactive advertising is much higher than the low one to the consumers of Korean and Chinese. The consumers of Korean and Chinese who were exposed to high interactive advertising have high intention to word-of-mouth in high interactive advertising. Korean and Chinese consumers also have high intention to purchase when they watch the high interactive advertising. Between two countries, Chinese consumers have higher intention to purchase than Korean consumers.

• Journal of Distribution Science
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• v.10 no.3
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• pp.43-50
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• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

• Management & Information Systems Review
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• v.31 no.2
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• pp.173-197
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• 2012

The purpose of this study is to analyse the country image, the country attitude, the medical service attitude and the use intention about international medical service market in china and how these factors are related to one another. Data were collected from 609 chinese consumers who have known international medical service. We found the country image about international medical service institute has direct relation to the country attitude, the medical service attitude and use intention. And the country attitude influences the medical service attitude and use intention. However the medical service attitude of international medical service is not related to use intention. For a successful international medical service business, marketer should recognize that it is important to formulate the policy using the country image as well as the corporation image.

• Culinary science and hospitality research
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• v.20 no.2
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• pp.232-245
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• 2014

The purpose of this study is to show that the servicescape influences customers' attitudes and behavior in retail business environments. Based on the findings from the related studies, this study proposed a model which explores how customers' perceptions of sevicescape influence customers' cognitive, affective, and conative attitudes (i.e., brand image, customer satisfaction, and revisit intention) in franchise coffee shops. In order to test the proposed research framework, the data were collected in Daegu and two other cites located in Gyeongbuk province. Descriptive statistics, factor analysis, and a series of multiple regression analysis were utilized in the study. The findings showed that the servicescape of franchise coffee shops significantly affected customers' cognitive, affective, and conative attitudes. In particular, it is found that the affective attitude (i.e., customer satisfaction) was best explained by the servicecape among the three types of attitudes. Marketing implications are also discussed based on the findings.

• Asia Marketing Journal
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• v.1 no.3
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• pp.120-140
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• 1999

Q 방법은 인간의 태도와 행동을 연구하기 위해 철학적, 심리학적, 통계적, 그리고 심리측정과 관련된 개념을 통합한 방법론으로서 인간의 주관성을 정량적으로 분석할 수 있는 특수한 통계기법이다. 소비자의 인식, 가치, 태도, 신념과 같은 개념을 객관적으로 연구할 수 있는 방법으로서 가설 생성을 위한 탐색적 연구와 이론의 검증과 같은 확인적 연구에서도 적용될 수 있다. 많은 수의 표본을 대상으로 한 횡단적 R 방법에 비하여 개인이나 소집단에 대한 깊이 있는 탐구가 가능하다는 점에서 소비자 행동 연구에 유용성이 매우 높다. 개인의 주관성을 바탕으로 한 소비자 개인의 특성과 차별성을 이해하는 것이 마케팅 분야의 핵심을 이루고 있음에도 불구하고 그 동안 소비자의 주관성에 대한 깊이 있는 접근이 이루어지지 못하였다. 1935년에 심리학 분야에서 개발된 Q방법은 이를 분석할 수 있는 컴퓨터 패키지의 보급과 더불어 사회과학 전반에 걸쳐 그 활용이 확산되어 가고 있다. 이에 Q 방법의 과학철학적 특성과, 현재 널리 이용되고 있는 변수 중심의 R 방법과의 차이, 그리고 컴퓨터 분석을 포함한 구체적인 Q 분석방법 및 관리적 활용상의 문제점에 대해 논의하였다