• School Mathematics
• /
• v.15 no.3
• /
• pp.619-632
• /
• 2013

One area where research is especially needed is their elaboration process and how they elaborate their idea as a group in a mathematical board game re-creation project. In this research, this process was named 'Mathematical Elaboration Process'. The purpose of this research is to understand how the gifted children elaborate their idea in a small group, and which idea can be chosen for a new board game when they are exposed to a project for making new mathematical board games using the what-if-not strategy. One of the gifted children's classes was chosen in which there were twenty students, and the class was composed of four groups in an elementary school in Korea. The researcher presented a series of re-creation game projects to them during the course of five weeks. To interpret their process of elaborating, the communication of the gifted students was recorded and transcribed. Students' elaboration processes were constructed through the interaction of both the mathematical route and the non-mathematical route. In the mathematical route, there were three routes; favorable thoughts, unfavorable thoughts and a neutral route. Favorable thoughts was concluded as 'Accepting', unfavorable thoughts resulted in 'Rejecting', and finally, the neutral route lead to a 'non-mathematical route'. Mainly, in a mathematical route, the reason of accepting the rule was mathematical thinking and logical reasons. The gifted children also show four categorized non-mathematical reactions when they re-created a mathematical board game; Inconsistency, Liking, Social Proof and Authority.

• 한국디지털정책학회:학술대회논문집
• /
• 2005.06a
• /
• pp.89-98
• /
• 2005

간접광고의 한형태인 영화나 드라마 속에 제품배치(PPL)는 온셋 배치와 크리에이티브 배치로 분류할 수 있다. 온셋 배치(on-set placement)는 맥락효과 속에 전경(foreground)에 해당되며, 크리에이티브 배치(creative placement)는 배경에 해당되기 때문에 소비자의 정보처리에 의한 기억효과가 다르게 나타난다. 온셋배치의 경우 자극의 현저성으로 인하여 정교화 가능성 모델이론의 설득의 중심경로를 통한 정보처리효과가 나타나기 때문에 명시적 학습을 하게 된다. 반면에 드라마 배경에 해당하는 PPL의 크리에이티브 배치는 정교화의 수단이 낮아서 배경의 여러 단서들과 함께 설득의 주변경로를 통한 정보처리를 할 것이다. 따라서 암묵적 학습을 할 가능성이 높게 나타나게 된다. 이러한 제품배치의 형태에 따른 학습기억의 형태는 조절변수인 관여도에 따라 다르게 나타날 것이다. 제품관여도가 높은 경우에는 크리에이티브 배치를 하여도 명시적 학습을 할 가능성이 많은 반면 제품관여도가 낮은 경우 크리에이티브 배치를 하게 되면, 암묵적 학습효과가 미약하거나 일어나지 않을 가능성이 많다. 그러므로 제품관여도가 낮은 상품의 경우에는 제품배치시 가능한한 크리에이티브 배치피하는 것이 유리 할 것이다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.47 no.2
• /
• pp.371-391
• /
• 2023

This study examines the impact of live commerce characteristics on customer responses in the ELM perspective. Based on ELM, the central route is composed of information completeness, accuracy, and currency, and the peripheral route is composed of streamer credibility, streamer reputation, social presence, and system quality. An online survey of female customers aged 20 to 49 who have purchased beauty products through live commerce within the past three months was conducted. The results demonstrate that information completeness and information currency exert significant impact on perceived usefulness and enjoyment. Social presence and system quality also exert significant impact on perceived usefulness and enjoyment. Moreover, perceived usefulness and enjoyment had significant impact on behavioral intention. The effect of information completeness on perceived usefulness and enjoyment was much stronger for high product involvement groups. Furthermore, the effect of streamer reputation on perceived enjoyment was much stronger for high product involvement groups. In contrast, the effect of social presence on perceived usefulness and enjoyment was much stronger for low product involvement groups. This study suggests theoretical implications for applying ELM to live commerce and practical implications for differentiated live commerce marketing strategies.

• Information Systems Review
• /
• v.20 no.1
• /
• pp.61-80
• /
• 2018

Individuals often receive smishing campaigns (mobile phishing messages), which they treat as spam. Thus, firms should understand how their customers distinguish their promotion messages from smishing. However, only a few studies examined this important issue. The present study employs the elaboration likelihood model to develop research hypotheses on the relationship between message cue and message credibility. The message cue in this study is classified as content cue, which is found in the content of promotion messages, and as leakage cue, which is found in peripheral information in the message. Leakage cue includes orthography (inclusion of special characters)and an abbreviated link sent by a faithless sender. We also propose that contextualization has a moderating effect on the relationship between content cue and credibility. We conducted a survey experiment to examine the effect of message cues on message credibility in the context of respondents receiving discount coupons through mobile messages. The result of data analysis based on 166 responses suggests that leakage cue had a negative effect on message credibility. A message with defective content cue has a marginally negative effect on message credibility. In particular, defective content cue in a high-contextual message has a strong negative impact on message credibility. This effect was not observed in low-contextual messages. Moreover, message credibility is significantly low regardless of the degree of contextualization if there is a leakage cue in the message. Our findings suggest that mobile promotion messages should be customized for message receivers and should have no leakage cues.

• Journal of Korean Society of Forest Science
• /
• v.96 no.4
• /
• pp.377-386
• /
• 2007

This study testes an application possibility of the Elaboration Likelihood Model broadly used in communication science into forest science and examines the communication effects according to the media types. To examine the effectiveness of this model, the study sets involvement, the need for cognition, and the need for effect as motivation variable and prior knowledge as an ability variable. Most variables appear to be significant in the regression analysis and results of the study verify the possibility of the application of the Elaboration Likelihood Model in forest science. To measure the media effects, a simulation is also carried out using three media including television, newspaper, and the Internet. According to ANOVA analysis, television is more persuasive than newspaper, and there is no difference between television and the Internet in terms of persuasiveness. Regarding recall, television and the Internet are more effective than newspaper. Finally, the present study suggests effective and efficient forest communication policies based on the results.

• Journal of the Korea Society of Computer and Information
• /
• v.29 no.6
• /
• pp.211-221
• /
• 2024

Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention. However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.

• Fashion & Textile Research Journal
• /
• v.21 no.5
• /
• pp.574-585
• /
• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• Journal of Digital Contents Society
• /
• v.19 no.4
• /
• pp.649-659
• /
• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

• Knowledge Management Research
• /
• v.24 no.4
• /
• pp.153-176
• /
• 2023

Generative AI, especially conversational AI like ChatGPT, has recently gained traction as a technological alternative for automating customer service. However, there is still a lack of research on whether current generative AI technologies can effectively replace traditional human managers in customer service automation, and whether they are advantageous in some situations and disadvantageous in others, depending on the conditions and environment. To answer the question, "Can generative AI replace human managers in customer service activities?", this study conducted experiments and surveys on customer online reviews of a food delivery platform. We applied the perspective of the elaboration likelihood model to generate hypotheses about whether there is a difference between positive and negative online reviews, and analyzed whether the hypotheses were supported. The analysis results indicate that for positive reviews, generative AI can effectively replace human managers. However, for negative reviews, complete replacement is challenging, and human managerial intervention is considered more desirable. The results of this study can provide valuable practical insights for organizations looking to automate customer service using generative AI.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.22 no.1
• /
• pp.627-632
• /
• 2021

Luxury products are sold in various online shopping malls in China. Companies utilize celebrities as their advertising models or disclose their CSR information to lower perceived risk. This study scrutinized the effects of CSR information and celebrity models on the relationship between perceived risk and the intention to use online shopping malls. According to the elaboration likelihood model, when consumers perceive high risk, they use the central route to process information and form attitudes. Celebrity models and CSR information as secondary clues may not have a significant effect. To test the hypotheses, a 2 (risk H/L)×2 (CSR)×2 (model) factorial design was employed. Study results found in a low perceived risk situation, CSR information or a celebrity model endorsing their products significantly increased the intention to use the shopping mall (model w/ 3.407 vs. w/o 2.88; CSR w/ 3.29 vs. w/o 2.779). However, in a perceived high-risk situation, their effects were not significant. Therefore, it is noteworthy that celebrity models and CSR information are effective in increasing the intention to use online shopping malls only when consumers use peripheral routes in a perceived low-risk situation.