• The Research Journal of the Costume Culture
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• v.22 no.4
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• pp.640-653
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• 2014

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.363-375
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• 2020

This study attempted to verify the structural model of the influence of parental intimacy, parental supervision, peer pressure, and TV alcohol advertising on drinking behavior for adolescents. It was conducted through a self-written questionnaire from May 1 to 28, 2019, targeting 602 students in grades 1 to 3 of 8 middle schools in G city. Results First, The direct effect on drinking behavior was in the order of peer pressure and TV alcohol advertisement, and they explained the degree of drinking behavior by 14.4%. second, Parental intimacy has an indirect effect on peer pressure and drinking behavior through TV alcohol advertising. Parental supervision has an indirect effect on drinking alcohol through TV alcohol advertisements. In multiple groups, there is a difference between the groups in the parental supervision and peer pressure, and the parental supervision and the channel coefficient of TV alcohol advertisement. In order to reduce drinking behavior, a realistic light that can cope with peer pressure is needed.

• Information Systems Review
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• v.17 no.2
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• pp.77-100
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• 2015

This study examined the factors that influence the smartphone user's decision to accept the personalized mobile advertisement. As a theoretical basis, we applied the privacy calculus model (PCM) that illustrates how consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. In particular, we investigated how smartphone users make a risk-benefit assessment under which personalized service as benefit-side factor and information privacy risks as a risk-side factor accompanying their acceptance of advertisements. Further, we extend the current PCM by considering advertisement fatigue as a new factor that may influence the user's acceptance. The research model with five (5) hypotheses was tested using data gathered from 215 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a mobile advertisement service was provided. The results showed that three (3) out of five (5) hypotheses were supported. First, we found that the intention to accept advertisements is positively and significantly influenced by the perceived value of personalization. Second, perceived advertisement fatigue was also found to be a strong predictor of the intention to accept advertisements. However, we did not find any evidence of direct influence of privacy risks. Finally, we found that the significant moderating effect between the perceived value of personalization and advertisement fatigue. This suggests that the firms should provide effective tailored advertisement that can increase the perceived value of personalization to mitigate the negative impacts of advertisement fatigue.

• Management & Information Systems Review
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• v.38 no.2
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• pp.241-254
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• 2019

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.3
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• pp.37-56
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• 2016

Gestalt psychology is a theory of psychology to organize separate stimuli perceived by people's vision to incorporate them into significant types, and this also is applied in terms of the brand awareness of consumers. This study considered which influence the Gestalt psychology theories have upon the fashion consumers' information processing in fashion advertisement. The results are as follows. The principles of the totality and the perceptual organization in the Gestalt psychology are allowing fashion consumers to perceive information through advertisement and to be capable of understanding it a little more easily and clearly in the process. As for the principle of totality, an integrated Gestalt was formed by combining the stimulant elements of fashion ads and the brand schema of consumers. The principles of figure and background that were part of the perceptual organization theory enabled the consumers to pay attention to, choose and focus on some of the objects of perception in an easier and faster way. The principle of perceptual grouping was used to draw attention from the consumers by simplifying the objects of perception and then by combining them or making them look complete. Therefore the more advanced application of the principles and laws of Gestalt psychology is expected to make fashion consumers' way of looking at ads more well balanced and positive in a more efficient and convincing manner.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.1
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• pp.141-151
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• 2020

This research aimed at studying the role of self-enhancing imagery and self goal-achievement emotion in the effect of characteristics perceived at advertisements using multisensory cues on purchase intention. Sports shoes advertisement was selected as an empirical research object. Questionnaire survey method was used to collect data. 'WenJuanXing' site was used to make the questionnaire in Chinese, and it was loaded on WeChat and QQ. 260 participants from different regions of China participated in online questionnaire survey. The results of testing the hypotheses by structural equation model in Amos 21.0 program are summarized as followings. The congruency between multisensory cues and self-discrepancy awareness positively evoked the self-enhancing imagery and the self goal-achievement emotion. The object relevance between the consumer and the product advertised did not induce the emotion, but evoked the self-enhancing imagery. Both of the self-enhancing imagery and the self goal-achievement emotion had positive effects on the product purchase intention. When developing advertisement, marketers should focus on multisensory cues' characteristics to enhance the self-enhancing imageries as well as to help feel the goal-achievement emotion. They should pay attention to the ways by which the multisensory cues' characteristics used to develop advertisement can be perceived to be congruent with each other by consumers.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.137-143
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• 2020

The purpose of this study is to analyze the structural relationship among advertising attribute, advertising attitude, product attitude and purchase intention in YouTube advertising. The survey subjects to achieve the purpose of this study were selected the group of 300 students who have been watching YouTube VOD once more and are attending in three universities that are located in Seoul, Gyeonggi and Chungnam. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 18 was used for confirmatory factor analysis and structural equation model analysis. information, irrtation and individuality affect viewers' advertisement attitude, their product attitude and purchasing intent, among advertisement attributes of e-sports items perceived by viewers of YouTube's e-sports videos with the insertion of advertisements that cannot be skipped in the middle of the video.Therefore, the similarity between the video and the advertised product or brand should be taken into account when producing advertisements inserted in the YouTube video, and a more positive advertising effect can be achieved when advertisement can be carried out reflecting the characteristics of the target viewers.

• Journal of the Ergonomics Society of Korea
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• v.35 no.5
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• pp.391-401
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• 2016

Objective: This study aims to examine domestic literature on eye-tracking in the design area, and to present new eye-tracking application directions. Background: Eye-tracking was introduced in the experimental psychology field for the first time in the 1950s. Eye-tracking has high utilization values in the design application area because eye-tracking can accumulate data on what people see, providing the quantitative values on eye movement. Method: This study examined the papers published in domestic journals, as well as the papers presented in conferences from 2000 to 2016 through DBPIA. Results: Although the use of eye-tracking technology was slightly meager in the product design area, it has been actively used for the evaluation analyses of preference and attention in architecture/public design. Eye-tracking also presented a method to design advertisement that is helpful to advertisement effect measurement, and product salesin the advertisement design area. Since detail psychological analysis is possible, the application of eye-tracking in the studies related with user interface has been active. Conclusion: The eye-tracking technology is projected to be actively used as a new interface means, such as in helping in disabled people's communication and in device control, in addition to conventional application areas. Application: This study would be of help to find future research areas of eye-tracking.

• Journal of the Korean Society of Costume
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• v.53 no.8
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• pp.105-120
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• 2003

Despite the creative strengths fashion illustrations, most fashion related advertisements use photographs instead. Furthermore, there is not much study done on the effects of fashion illustrations. Through this study the authors discover the effectiveness of fashion related magazine advertisements using fashion illustrations by looking into the level of recognition due to interaction effects between advertisements using photographs and advertisements using fashion illustrations. This study, however, does not focus on comparing the different levels of recognition effect between photographs and fashion illustrations. After a literature review of magazines with high rank subscriptions, an experiments was conducted. A booklet was made using 16 fashion illustration advertisements and 16 photograph advertisements all designed to control variables other than advertisement type. Then a survey was taken using the booklet to measure the recognition levels of the different types of advertisements. Through an ANOVA test of the 2 ${\times}$ 3 factorial designed model the authors derived results implying that interaction effects do exist between the different types of advertisements. In the environment where advertisements using photographs dominate, advertisements using fashion illustrations can effectively be recognised by the consumers. Through this study, the authors wish to give guidance to decision makers in the fashion industry related to the type of printed advertisement they should seek.

• Asian Journal of Business Environment
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• v.8 no.3
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• pp.5-12
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• 2018

Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.