• Science of Emotion and Sensibility
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• v.12 no.4
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• pp.519-530
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• 2009

Today various interfaces are created with the advancement of technology. The flat 2D and static interfaces are general in the past but 3D and motion factors are imported in user interfaces today. It is important to use the motion factors adequately appropriate timing, situation and so on. This study focuses on the motion factor, especially the squash & stretch principle which affects the style of movement. This study investigates the effect of cartoon style(squash & stretch principle) for motion on attraction, emotion and attention. In experiment 1, participants evaluated attraction and emotion words relating to movement after they saw spheres applied to squash & stretch principle and spheres not applied to. The results indicate the squash & stretch principle can make motion not only more attractive but also brighter and more active than the general motion. In experiment 2, a sphere applied to squash & stretch principle and a sphere not applied to were presented at the same time and we measured the reaction time when participants detected change in one of the two spheres. As a result, the reaction time was faster when a sphere applied to squash & stretch principle changed. This suggests that the squash & stretch principle can make motion attract the attention of users.

• Management & Information Systems Review
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• v.35 no.3
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• pp.131-153
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• 2016

This research suggests a structural model of green purchase behavior, focusing on the moderating effect of affordability. Affordability means buying power or ability to buy products. Based on the literature review, a research model of behavior of buying green products was proposed and tested empirically using the field study. To examine the proposed research model, the reliability and validity verifications on measurement items were carried out and then the structural equation model analysis was applied to test the model. Lastly, to test the moderating effect of affordability, a two-group model(using Amos program) was used subsequently so that it could be determined whether or not there was any significant difference in structural parameters between the high affordability group and the low affordability group. The empirical results are as follow: Firstly, green purchase attitude is influenced by ecological concern and collectivism, then green purchase attitude has an impact on green purchase intention, and in turn, green purchase intention affects green purchase behavior. Secondly, affordability significantly moderates the relationship between green purchase intention and green purchase behavior. These results are consistent with the past researches and based on them, some managerial implications are given.