• Asia Marketing Journal
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• v.3 no.4
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• pp.59-89
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• 2001

본 연구는 글로벌 시장에서 소비자들에게 주요 제품평가단서로서 이용되고 있는 브랜드, 가격, 물리적 특징, 판매점과 관련된 정보내용(합의정보와 속성정보)에 대하여 소비자의 문화적 지향성이 정보탐색원천과 정보탐색 유형별로 어떻게 작용하는가를 한국과 중국의 소비자들을 대상으로 탐색해 보았다. 연구 결과 양 국가에서 공통적으로 발견된 내용은 개인주의 성향을 가진 소비자들은 타인의 태도가 반영되지 않고 소비자들에게 스스로 판단하도록 하는 속성정보를 더 선호하였으며, 반면에 집단주의 성향을 가진 소비자들은 타인의 태도가 반영된 합의정보를 더 선호하는 것으로 나타났다. 또한 개인주의 성향을 가진 소비자들은 비인적 정보원천에서 속성정보를, 반면 집단주의 성향을 가진 소비자들은 인적정보원천에서 합의정보를 주로 더 이용하였고, 정보탐색 유형에서는 지속적 탐색보다 구매전 탐색에서 합의정보와 속성정보를 더 많이 이용하는 것으로 나타났다. 한편, 양 국가의 비교문화적 관점에서 차별적 결과도 제시되었는데, 개인주의 성향을 가진 한국 소비자들은 속성정보와 더불어 합의성 정보도 병행하여 이용하였으나 중국 소비자들은 주로 비인적 정보원천을 활용한 속성정보를 주로 활용하는 것으로 나타났다. 또한 집단주의 성향을 가진 한국 소비자들은 주로 판매원을 통한 합의정보를 선호하였으나 중국 소비자들은 판매원과 더불어 친구나 동료의 구전정보도 평상시에 많이 탐색하는 것으로 나타났다. 따라서 글로벌 시장을 공략하려는 국제 마케터들은 공통된 결과들을 바탕으로 한 표준화된 마케팅단서의 활용과 더불어 양 국가간의 문화적 차이에 기초한 차별적인 마케팅 믹스도 동시에 수행해야 할 필요성을 제기하고 있다.

• Journal of the Korean association of regional geographers
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• v.17 no.4
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• pp.357-380
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• 2011

This paper is, first of all, to explore what kinds of character are implied in Korean policies and support programme for foreign immigrants, secondly to analyze immigrants' recognition on them in terms of their types and dwelling places, and finally to suggest some measures to improve policies and support programme. Policies for foreign immigrants are often classified into three models of assimilation, of differential exclusion, and of multiculturalism, but the marginalization of foreign immigrants is suggested either as a new model or as implied in all of those models. As a result of questionary survey, it is found out that foreign immigrants, irrelevant to their type, recognize their policies as mixing those characters. Finally, multiculturalism with distributive equality and recognition justice to overcome marginationalization, network governance for foreign immigrant policies to reflect their needs and participation, and sustainable and multicultural programmes for improving regional identity, ensuring covil rights, supporting comprehensive welfare, and multicultural education are suggested as measures to improve foreign immigrants' quality of life.

• Korean journal of communication and information
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• v.79
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• pp.165-195
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• 2016

This paper aims to examine the third-person effect(TPE) of hate comments on online news, and analyze how the issue-relevant audience factors as well as the characteristics of the online message have influence on the TPE. More specifically, based on the distinction between hateful and logical comments regarding the issue of illegal immigration, the authors have conducted an online experiment that compares how the message-related features, i.e., ways of expressing the ideas, lead to the difference in TPE. Analysis was also conducted with regards to how political orientation and discriminatory predisposition to immigrants among the audiences, have different impacts on the TPE. The 479 participants in the experiments were randomly assigned to experimental group(exposed to hate comments) or control group(exposed to logical comments). The results reveal that the TPE of hate comments is higher than that of logical message. The same message proved to be more effective for news users with liberal orientation and discriminatory predisposition. The significance of this paper lies in that it has examined the effect of online hate comments in a rigorous experimental setting. Also the research further elaborated on the audience-related variables, for which the previous studies tended to focus those on the general psychological level rather than relate them more specifically to the issues.

• Asia Marketing Journal
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• v.5 no.1
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• pp.23-50
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• 2003

본 연구는 최근 기업들이 광고촉진의 한 수단으로서 많이 활용하고 있는 특정 감정소구의 한 형태로서 지역정서를 이용한 광고의 설득효과를 탐색하기 위하여 지역정서소구메시지 유형을 촉진형 메시지와 예방형 메시지로 구분하고, 이 메시지유형들의 설득효과에 대하여 소비자의 지식수준과 자기지역중심성향 (CLOCAL)이 어떻게 조절작용을 하는가를 탐색적으로 검토하였다. 연구결과 지역소비자에 대한 지역정서소구광고의 메시지유형별 설득효과는 소비자 개인특성의 조절변인으로서 지식수준과 자기지역중심성향 수준을 고려했을 경우, 촉진형 메시지와 예방형 메시지 모두에서 유의적인 차이를 발견할 수 있었다. 먼저, 소비자의 정보처리능력과 관련하여 지식수준이 높은 집단에서는 촉진형 메시지가 더 설득적이었고, 지식수준이 낮은 집단에서는 예방형 메시지가 더 설득적임을 발견하였다. 그러나 소비자의 자기지역중심성향수준에 따라서는, 높은 수준의 집단에서는 예방형 메시지가, 낮은 수준의 집단에서는 촉진형 메시지가 더 효과적인 것으로 나타났다. 끝으로 본 연구는 이와 같은 연구결과를 바탕으로 지역정서소구광고의 메시지 특성과 소비자특성에 따른 차별적인 지역정서소구광고의 설계전략방안들을 제안하였다.

• Korean Business Review
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• v.17
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• pp.137-151
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• 2004

Wrap accounts are customized financial services for which investment companies and stock brokers manage investors assets based on their preferences. The success of wrap accounts depend upon the accurate understanding of investment risk propensity and the proper designing of financial portfolio. To this end investment companies should accurately measure investors investment risk propensity with calibrated measures. There, unfortunately, exist few highly calibrated measures of investment risk propensity. Therefore the practices of marketing strategies and customer management often turn out to be less effective and fragile to competition. The purposes of this present study aim to understand the investment risk propensity of wrap accounts customers, to help classify the customers based on the degree of the investment risk propensity, and to implement relevant marketing strategies for different groups of customers. Based on previous studies, two hypotheses were delineated and verified. The findings of the study should help differentiate prospective customers into unique and accessible segments for further targeting and positioning wrap account markets.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.555-568
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• 2018

This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.

• Korean Journal of Legislative Studies
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• v.25 no.2
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• pp.103-139
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• 2019

This study aims to verify how trust in government leads voters' electoral participation with paying attention to their political orientations. In particular, this study takes voters' partisan consideration into account to examine different direction of the effect of trust in government on electoral participation depending on their ideology and partisan preferences. Key findings show that governmental trust has a positive influence on electoral participation for voters who have conformable ideological orientations to the incumbent government and positive preferences toward the ruling party. In contrast, distrust in government is more likely to increase the possibility of electoral participation for those who have different ideology from the incumbent, negative attitude toward the ruling party, and partisan preferences of the opposition party. Previous studies on the relationship between governmental trust and electoral participation have been mixed as yet. For the sake of explaining this inconclusiveness, this study focuses on partisan foundation of voters' political decision making. It contributes to our understanding of the political properties of governmental trust and its implications for representative democracy.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.332-343
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• 2017

This study examined the impact of interaction between dispositional empathic concern (DEC) and message framing on effects of the international aid campaign. DEC refers to a trait with which people tend to sympathize with and be concerned about others in need. Message framing is differentiated by positive or negative type. The results supported the prediction that the interaction between DEC and framing would have an effect on responses to messages advocating international relief activities. The overall findings show that the interaction was mainly the result of positive framing eliciting more favorable responses (behavioral intention and perceived relationship closeness) from higher DEC individuals than lower ones. The interaction effect on behavioral interaction was mediated by perceived relationship closeness.

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.5
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• pp.89-102
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• 2018

This study classified online shopping mall using value as utility and hedonic value based on previous studies. And we examine the effect of online shopping mall value on user attitude and customer loyalty. Meanwhile, variety seeking is a personal tendency that wants to new change over time. The purpose of this study is to investigate the difference of online shopping mall usage value(utility, hedonic), user attitude according to variety seeking. The following are main results of this study. First, utility value and hedonic value have a significant effects on user attitude. Second, user attitude of online shopping mall have a positive effect on customer loyalty. Third, The relationship that online shopping mall using value affect user attitude is differ depending on variety seeking. Based on these findings, in this study examined the significant influence of online shopping mall using value, user attitude, customer loyalty. this study suggested to marketing practitioners the need for different approach by a variety seeking.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.283-288
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• 2019

This study investigated how consumer's uncertainty avoidance affect purchase deferral intention when purchasing high-involved products (i.e. laptops) in online shopping, and we looked at whether utilitarian/hedonic consumption value has a moderating effect in this relationship. Results showed the higher the uncertainty avoidance, the higher the deferral intention. Also, only the utilitarian consumption value had moderating effect in this relationship. This means that in an information overload situation like online shopping, consumers are more likely to delay their purchase intention when they have more uncertainty avoidance. Thus, to prevent this purchase delay, marketers should selectively present relative product information, strategically emphasize the importance of certain product attribution to reduce consumers' uncertainty of the product or highlight the utilitarian values of product attributes that are expected to have a significant impact on decision making.