• Korea Trade Review
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• v.48 no.3
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• pp.151-176
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• 2023

This paper critically examines the role performance of local distributors within the Stimulus-Organism-Response (SOR) model, while also considering the moderating influence of market competition on the organism (O) and response (R) elements. Adopting a holistic approach, the SOR model provides a comprehensive framework for analyzing how external stimuli, including distributive, procedural, and interaction unfairness, interact with internal psychological processes, such as perceived unfairness, to shape the long-term orientation of importing agents. Moreover, this study acknowledges the pivotal role of market competition in the operational context of local distributors. It posits that competitive market dynamics play a crucial role in intensifying the relationship between behavioral factors and the long-term orientation of distributors, thereby revealing contingent effects within the SOR model. Through the exploration of these dynamics, this study contributes to a comprehensive understanding of the interplay among external stimuli, internal psychological processes, and market competition within the SOR framework, advancing our knowledge in this field.

• Knowledge Management Research
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• v.23 no.4
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• pp.275-294
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• 2022

In recent years, with the continuous integrative development of e-commerce and social media, social commerce, as a trust-centered social transaction mode, has become an important performance form of e-commerce. The good experience of online community and abundant user-generated content (UGC) attract more and more users and businesses to participate in the community contribution. In this context, the cost of accessing information is continuously decreasing, which not only makes the purchase process more concise and efficient, but also greatly increases the possibility of consumers' impulsive consumption. However, there are very few empirical studies on the internal influencing mechanism of consumers' impulsive consumption based on the characteristics of UGC for social commerce. In view of this, based on S-O-R model, this study constructs a model of consumers' impulsive consumption in the context of social commerce from the characteristics of UGC, with perceived risk as the mediating variable and tie strength as the moderating variable. The results show that content authenticity, content usefulness, and content valence of UGC have significant negative impacts on consumers' risk perception in the process of purchase decision-making, and consumers' perceived risk has a significant negative impact on consumers' impulsive consumption. Meanwhile, the tie strength between UGC producer and UGC receiver plays a moderating role between content usefulness and perceived risk, as well as between perceived risk and impulsive consumption. Finally, combined with the above findings, this study provides effective suggestions for relevant participants in social commerce in terms of business management.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.182-199
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• 2021

This study was designed by paying attention to the negative aspects of the performing arts service. As interest in performing arts increases, various studies on services are being conducted in the performing arts field as well. However, although research on the positive side of performing arts services is steadily increasing, research on the negative side is insufficient. In this study, the limitations of existing studies were supplemented and the study was conducted by applying the Stimulus-Organism-Response (S-O-R) model for empirical research. The effect of failure of performing arts service as a stimulus variable on the response to complaint behavior through negative emotion as an organism was verified. As a result of the analysis, it was found that among the factors of failure in performing arts services, performance works and personal services had a significant influence on negative emotions. In addition, the influence of negative emotions on public and private complaints was confirmed. Lastly, this study will have academic significance in that it analyzed consumers by converting the factors of service failure of performing arts into variables.

• Korean Association of Arts Management
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• no.58
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• pp.121-152
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• 2021

This study attempted to analyze the effect of the color series of artworks installed as environmental stimuli in commercial spaces on the satisfaction of visitors and the moderating effect of the relationship. To this end, based on the SOR model of Stimulate-Organism-Response applied to burial environment research in the field of environmental psychology, and the preceding research using the SOR model, artwork color series(S)-mood and spaace amenity(O)-A research framework for satisfaction(R) was developed. In the experiment, an online questionnaire was conducted for domestic college students and graduate students by producing images with two conditions depending on the case where warm colors and cold colors were installed for the color series of artworks. As a result of verifying the difference in satisfaction of respondents corresponding to the two conditions through regression analysis, it was found that the warm color(vs. cold color) of the artwork color series induces higher visitor satisfaction. In addition, as a result of verifying the controlling factors of mood and space amenity variables in this relationship of influence, a significant moderating effect was found when the positive mood of warm colors(vs. cold colors) in the artwork color series was felt higher than the average. And, of the four types of space amenity, it was found that a significant moderating effect appeared when only comfort and aesthetics were measured as moderating variables. The result of this study proves that the warm color series of artworks that stimulate the physical environment of commercial spaces has a more positive effect on the satisfaction of visitors than the cold color series, and this is reinforced by positive mood, comfort, and aesthetics. It adds understanding and provides useful implications for marketing strategies for building an effective spatial image.

• Knowledge Management Research
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• v.23 no.3
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• pp.285-311
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• 2022

In this study, based on the S-O-R framework, how individual's stimuli (i.e., video characteristics, YouTuber characteristics, real-time broadcasting characteristics of YouTube channel) form organisms (i.e., perceived usefulness, perceived pleasure, social presence), leading to viewers' responses (i.e., continuous watching intention, paid sponsorship intention) on real-time YouTube channels. For this purpose, a research model and hypotheses were constructed, and 369 questionnaire data collected from users of real-time broadcasting channel services on the YouTube platform were analyzed. Result findings confirmed that some video/YouTuber/real-time broadcasting characteristics significantly affect viewers' perceived usefulness/perceived pleasure/social presence, and further influence continuous watching/paid sponsorship intentions. Theoretical and practical implications of the findings are discussed in conclusion.