• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.971-978
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• 2022

As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.

• Journal of Intelligence and Information Systems
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• v.17 no.4
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• pp.175-191
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• 2011

With the MICE(Meeting, Incentive travel, Convention, Exhibition) industry coming into the spotlight, there has been a growing interest in the domestic exhibition industry. Accordingly, in Korea, various studies of the industry are being conducted to enhance exhibition performance as in the United States or Europe. Some studies are focusing particularly on analyzing visiting patterns of exhibition visitors using intelligent information technology in consideration of the variations in effects of watching exhibitions according to the exhibitory environment or technique, thereby understanding visitors and, furthermore, drawing the correlations between exhibiting businesses and improving exhibition performance. However, previous studies related to booth recommendation systems only discussed the accuracy of recommendation in the aspect of a system rather than determining changes in visitors' behavior or perception by recommendation. A booth recommendation system enables visitors to visit unplanned exhibition booths by recommending visitors suitable ones based on information about visitors' visits. Meanwhile, some visitors may be satisfied with their unplanned visits, while others may consider the recommending process to be cumbersome or obstructive to their free observation. In the latter case, the exhibition is likely to produce worse results compared to when visitors are allowed to freely observe the exhibition. Thus, in order to apply a booth recommendation system to exhibition halls, the factors affecting the performance of the system should be generally examined, and the effects of the system on visitors' unplanned visiting behavior should be carefully studied. As such, this study aims to determine the factors that affect the performance of a booth recommendation system by reviewing theories and literature and to examine the effects of visitors' perceived performance of the system on their satisfaction of unplanned behavior and intention to reuse the system. Toward this end, the unplanned behavior theory was adopted as the theoretical framework. Unplanned behavior can be defined as "behavior that is done by consumers without any prearranged plan". Thus far, consumers' unplanned behavior has been studied in various fields. The field of marketing, in particular, has focused on unplanned purchasing among various types of unplanned behavior, which has been often confused with impulsive purchasing. Nevertheless, the two are different from each other; while impulsive purchasing means strong, continuous urges to purchase things, unplanned purchasing is behavior with purchasing decisions that are made inside a store, not before going into one. In other words, all impulsive purchases are unplanned, but not all unplanned purchases are impulsive. Then why do consumers engage in unplanned behavior? Regarding this question, many scholars have made many suggestions, but there has been a consensus that it is because consumers have enough flexibility to change their plans in the middle instead of developing plans thoroughly. In other words, if unplanned behavior costs much, it will be difficult for consumers to change their prearranged plans. In the case of the exhibition hall examined in this study, visitors learn the programs of the hall and plan which booth to visit in advance. This is because it is practically impossible for visitors to visit all of the various booths that an exhibition operates due to their limited time. Therefore, if the booth recommendation system proposed in this study recommends visitors booths that they may like, they can change their plans and visit the recommended booths. Such visiting behavior can be regarded similarly to consumers' visit to a store or tourists' unplanned behavior in a tourist spot and can be understand in the same context as the recent increase in tourism consumers' unplanned behavior influenced by information devices. Thus, the following research model was established. This research model uses visitors' perceived performance of a booth recommendation system as the parameter, and the factors affecting the performance include trust in the system, exhibition visitors' knowledge levels, expected personalization of the system, and the system's threat to freedom. In addition, the causal relation between visitors' satisfaction of their perceived performance of the system and unplanned behavior and their intention to reuse the system was determined. While doing so, trust in the booth recommendation system consisted of 2nd order factors such as competence, benevolence, and integrity, while the other factors consisted of 1st order factors. In order to verify this model, a booth recommendation system was developed to be tested in 2011 DMC Culture Open, and 101 visitors were empirically studied and analyzed. The results are as follows. First, visitors' trust was the most important factor in the booth recommendation system, and the visitors who used the system perceived its performance as a success based on their trust. Second, visitors' knowledge levels also had significant effects on the performance of the system, which indicates that the performance of a recommendation system requires an advance understanding. In other words, visitors with higher levels of understanding of the exhibition hall learned better the usefulness of the booth recommendation system. Third, expected personalization did not have significant effects, which is a different result from previous studies' results. This is presumably because the booth recommendation system used in this study did not provide enough personalized services. Fourth, the recommendation information provided by the booth recommendation system was not considered to threaten or restrict one's freedom, which means it is valuable in terms of usefulness. Lastly, high performance of the booth recommendation system led to visitors' high satisfaction levels of unplanned behavior and intention to reuse the system. To sum up, in order to analyze the effects of a booth recommendation system on visitors' unplanned visits to a booth, empirical data were examined based on the unplanned behavior theory and, accordingly, useful suggestions for the establishment and design of future booth recommendation systems were made. In the future, further examination should be conducted through elaborate survey questions and survey objects.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.407-416
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• 2021

Recently, as retro restaurants began to appear nationwide, including Seoul, consumers are aware of the importance and use them according to the important factors of Servicescape and the use of SNS. The purpose of this study was to investigate the effect of Retro Restaurant's Servicescape and Customer Satisfaction, and the effect of SNS Trust in their relationship. Convenience sampling was used for customers with experience of using Retro Restaurant, which was recently created mainly in Seoul. The survey period lasted about one month from July 1, 2020, and the final 289 copies were used for analysis. The SPSS 21.0 statistical package program was used to verify the hypothesis. As a result of analysis, among the Servicescape factors of Hypothesis 1, attractiveness (β=.442, p<.001) and human service (β=.516, p<.001) had a significant effect on customer satisfaction. In the moderating effect of Servicescape and SNS Trust of Retro Restaurant in Hypothesis 2, attractiveness⁎SNS trust had a significant positive (+) influence. Accessibility⁎SNS trust had a significant negative (-) influence. Lastly, in the fierce food service industry environment, it aims to achieve a competitive advantage in the food service market through a differentiated servicescape such as Retro Restaurant. Through the SNS marketing strategy, the loyalty and re-visiting of customers visiting the restaurant is checked, and it is intended to be provided as useful data for establishing a customer-oriented marketing strategy.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.353-374
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• 2001

Price and brand are two major attributes of products that consumer purchases. Price is important because it is often a measure of worth and quality. Some consumers purchase only well-known national brands. However, By reason of the price competition on account of new business condition and depressions, and consumers practical and rational purchasing tendency, consumers tend to purchase private brands(PB hereafter) because as consumers they expect that producers have reasonable and acceptable quality. Accordingly, The study, with intrinsic cue, extrinsic cue, familiarity anything like these cues from the study of Richardson et aI(1994, 1996), intends to present current topics we guide in retailer's promotion strategy for PB. As for investigating how quality evaluation has on effect on the private brands purchasing behavior of discount store grocery items. This study establishes a hypotheses on the basis of the quality evaluation cues of PB and literature review for purchasing behavior and collects materials for consumers about 196, and also analyzes them using a variety of SPSS/PC+package program. Therefore, the findings of this study provide the following managerial implications. 1) Retailer will successful in increasing private brand market share through dramatic improvement in package design, labeling, advertising, and branding strategies. 2) Planned Purchasers have high intention to repurchase PB because they buy them reasonably in accordance with the estimate therefore, they might have word-of-mouth effect for the evaluation of quality and recognition. They need to acknowledge benefits for PB purchases to maintain purchase like that. 3) The main consumers are housewives in their thirties and forties and they something reasonably because they have a lot of family and retailer will work out.

• Journal of Service Research and Studies
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• v.9 no.2
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• pp.17-29
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• 2019

So far, there has been a lot of research on CSR, however, not much on the relationship between environmental CSR and corporate reputation and authenticity, The purpose of this study is to empirically examine the relation between Environmental CSR, Trust and Corporate Reputation as well as a moderating role of Authenticity between Environmental CSR and Trust. To achieve the purpose of the study, the hypothesis was established based on prior research and theoretical background regarding environmental CSR, trust, corporate reputation, and authenticity. Samples of this study were collected from 479 general consumers respondents across the country and analyzed based on quantative datas using the SPSS and AMOS statistical models. We find that First, Environmental CSR is positively related with both corporate reputation and trust. Secondly, we find that trust play a mediating role in the relationship between environmental CSR and Corporate Reputation, Thirdly, we also find that Authenticity does not moderate the enfluence relationship between environmental CSR and trust. The study will contribute to both CSR research and marketing strategy.

• Journal of Distribution Research
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• v.17 no.2
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• pp.63-92
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• 2012

This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective responses. Information relevancy was integrated into pleasure-arousal-dominance (PAD) emotional state model in the present study as a conceptual framework. The results of an online survey of 335 mobile phone users in the U.S. indicated the positive effects of arousal and information relevancy on pleasure. In addition, there was a significant relationship between pleasure and intention to use a LBMSS. However, the relationship between dominance and pleasure was not statistically significant. The results of the present study provides insight to retailers and marketers as to what factors they need to consider to implement location-based mobile shopping services to improve their business performance. Extended Abstract : Location aware technology has expanded the marketer's reach by reducing space and time between a consumer's receipt of advertising and purchase, offering real-time information and coupons to consumers in purchasing situations (Dickenger and Kleijnen, 2008; Malhotra and Malhotra, 2009). LBMSS increases the relevancy of SMS marketing by linking advertisements to a user's location (Bamba and Barnes, 2007; Malhotra and Malhotra, 2009). This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective response. The purpose of the study was to examine the relationship among information relevancy and affective variables and their effects on intention to use LBMSS. Thus, information relevancy was integrated into pleasure-arousal-dominance (PAD) model and generated the following hypotheses. Hypothesis 1. There will be a positive influence of arousal concerning LBMSS on pleasure in regard to LBMSS. Hypothesis 2. There will be a positive influence of dominance in LBMSS on pleasure in regard to LBMSS. Hypothesis 3. There will be a positive influence of information relevancy on pleasure in regard to LBMSS. Hypothesis 4. There will be a positive influence of pleasure about LBMSS on intention to use LBMSS. E-mail invitations were sent out to a randomly selected sample of three thousand consumers who are older than 18 years old and mobile phone owners, acquired from an independent marketing research company. An online survey technique was employed utilizing Dillman's (2000) online survey method and follow-ups. A total of 335 valid responses were used for the data analysis in the present study. Before the respondents answer any of the questions, they were told to read a document describing LBMSS. The document included definitions and examples of LBMSS provided by various service providers. After that, they were exposed to a scenario describing the participant as taking a saturday shopping trip to a mall and then receiving a short message from the mall. The short message included new product information and coupons for same day use at participating stores. They then completed a questionnaire containing various questions. To assess arousal, dominance, and pleasure, we adapted and modified scales used in the previous studies in the context of location-based mobile shopping service, each of the five items from Mehrabian and Russell (1974). A total of 15 items were measured on a seven-point bipolar scale. To measure information relevancy, four items were borrowed from Mason et al. (1995). Intention to use LBMSS was captured using two items developed by Blackwell, and Miniard (1995) and one items developed by the authors. Data analyses were conducted using SPSS 19.0 and LISREL 8.72. A total of usable 335 data were obtained after deleting the incomplete responses, which results in a response rate of 11.20%. A little over half of the respondents were male (53.9%) and approximately 60% of respondents were married (57.4%). The mean age of the sample was 29.44 years with a range from 19 to 60 years. In terms of the ethnicity there were European Americans (54.5%), Hispanic American (5.3%), African-American (3.6%), and Asian American (2.9%), respectively. The respondents were highly educated; close to 62.5% of participants in the study reported holding a college degree or its equivalent and 14.5% of the participants had graduate degree. The sample represents all income categories: less than $24,999 (10.8%), $25,000-$49,999 (28.34%), $50,000-$74,999 (13.8%), and $75,000 or more (10.23%). The respondents of the study indicated that they were employed in many occupations. Responses came from all 42 states in the U.S. To identify the dimensions of research constructs, Exploratory Factor Analysis (EFA) using a varimax rotation was conducted. As indicated in table 1, these dimensions: arousal, dominance, relevancy, pleasure, and intention to use, suggested by the EFA, explained 82.29% of the total variance with factor loadings ranged from .74 to .89. As a next step, CFA was conducted to validate the dimensions that were identified from the exploratory factor analysis and to further refine the scale. Table 1 exhibits the results of measurement model analysis and revealed a chi-square of 202.13 with degree-of-freedom of 89 (p =.002), GFI of .93, AGFI = .89, CFI of .99, NFI of .98, which indicates of the evidence of a good model fit to the data (Bagozzi and Yi, 1998; Hair et al., 1998). As table 1 shows, reliability was estimated with Cronbach's alpha and composite reliability (CR) for all multi-item scales. All the values met evidence of satisfactory reliability in multi-item measure for alpha (>.91) and CR (>.80). In addition, we tested the convergent validity of the measure using average variance extracted (AVE) by following recommendations from Fornell and Larcker (1981). The AVE values for the model constructs ranged from .74 through .85, which are higher than the threshold suggested by Fornell and Larcker (1981). To examine discriminant validity of the measure, we again followed the recommendations from Fornell and Larcker (1981). The shared variances between constructs were smaller than the AVE of the research constructs and confirm discriminant validity of the measure. The causal model testing was conducted using LISREL 8.72 with a maximum-likelihood estimation method. Table 2 shows the results of the hypotheses testing. The results for the conceptual model revealed good overall fit for the proposed model. Chi-square was 342.00 (df = 92, p =.000), NFI was .97, NNFI was .97, GFI was .89, AGFI was .83, and RMSEA was .08. All paths in the proposed model received significant statistical support except H2. The paths from arousal to pleasure (H1: ${\ss}$=.70; t = 11.44), from information relevancy to intention to use (H3 ${\ss}$ =.12; t = 2.36), from information relevancy to pleasure (H4 ${\ss}$ =.15; t = 2.86), and pleasure to intention to use (H5: ${\ss}$=.54; t = 9.05) were significant. However, the path from dominance to pleasure was not supported. This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective responses. Information relevancy was integrated into pleasure-arousal-dominance (PAD) emotional state model as a conceptual framework. The results of the present study support previous studies indicating that emotional responses as well as cognitive responses have a strong impact on accepting new technology. The findings of this study suggest potential marketing strategies to mobile service developers and retailers who are considering the implementation of LBMSS. It would be rewarding to develop location-based mobile services that integrate information relevancy and which cause positive emotional responses.