• The Journal of the Korea Contents Association
• /
• v.11 no.12
• /
• pp.413-422
• /
• 2011

The purpose of this study is to examine sidedness effects of a Ad message and moderating roles of consumers' psychological characteristics such as self-construal. This study also examine moderating roles of product type in these direct effects. To test these research hypotheses, this study conducted experimental designs. Two hundred thirty-eight undergraduate students were assigned to one of the four experimental groups. Message type and product type were manipulated as between-subject factors. The data demonstrate that message types have a significant effect on both attitude toward Ad and acceptance intention. In addition, consumers' self-construal plays a significant moderating role between the message types and the dependent variables. Furthermore, product types also shows a moderating effect on the accpetance intention, yet not on the attitude toward Ad. The results of this study suggest various implications by indicating Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

• Journal of the Korea Convergence Society
• /
• v.11 no.9
• /
• pp.117-123
• /
• 2020

This study analyzed the role of University-Student Relationship(USR) was analyzed in the university PR perspectives. The teaching and communication competence of professors were selected as antecedent variables of University-Student Relationship(USR), and attitudes toward university was selected as the outcome variables. In the results, the teaching and communication competence of professors were found to have significantly positive(+) effects on the USR. In addition, the USR had significantly positive(+) effects on attitudes toward university. The theoretical and practical implications of these findings suggest that the USR should be considered in university PR perspectives. It also shows that the role of professors is not limited to educational activity and research, but important in the long-term university PR.

• Journal of the Korean Graphic Arts Communication Society
• /
• v.30 no.1
• /
• pp.21-33
• /
• 2012

This research attempts to analyze the effect of printed-saving coupons distributed by major discount store on consumer purchasing intention. Those consumers having used printed-saving coupon in major discount store in Daejeon were selected as respondents. 121 copies were retreated from 150 questionnaires. For data analysis, frequency analysis for respondents' characteristics, Cronbach's alpha for reliability of analysis, and $X^2$ test of multi-regression analysis for testing hypothesis were utilized. The result of analysis shows 1) the way of using coupon is respectively different according to sex, age group, marital status, term of coupon, and the number of using coupon; 2) Attributes of coupon partially influence on purchasing intention of consumers. Only shopping cost cutting is insignificant, while keeping convenience, impulse buying, scheduled purchasing are significant. The most effective variable is scheduled purchasing, keeping convenience, and impulse buying influence on purchasing intension of consumers. Therefore, offering printed-coupon by major discount store is useful tool to induce consumers to planned purchasing.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.13 no.2
• /
• pp.121-131
• /
• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• Journal of Distribution Science
• /
• v.15 no.10
• /
• pp.5-14
• /
• 2017

Purpose - This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology - A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) × 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results - Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions - This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.

• Journal of Global Scholars of Marketing Science
• /
• v.14
• /
• pp.1-16
• /
• 2004

This paper explores the impact of banner exposure and clicking on brand-attitude changes and purchase intention changes. It is found that simple exposure to banner ads does not change people's initial brand-attitude and purchase intention, while voluntary exposure to target ads by clicking banner ads results in positive or negative brand attitude and purchase intention changes depending on the likability of the linked target ads from the banner ads. For methodology, this study employed a pretest posttest control group design and used online data collection technology called Cold Fusion. A total of 961 subjects participated in this research.

• Journal of Fashion Business
• /
• v.20 no.6
• /
• pp.135-147
• /
• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.

• Journal of Preventive Medicine and Public Health
• /
• v.50 no.5
• /
• pp.336-346
• /
• 2017

Objectives: To characterize the usage patterns of new types of tobacco products (NTTPs) to develop effective strategies for the regulation of NTTPs in Korea. Methods: We conducted focus group interviews to identify the NTTP usage patterns of research subjects. The NTTPs were limited to electronic cigarettes (e-cigarettes), waterpipe tobacco, and rolling tobacco. We categorized 30 research subjects into 4 groups. The ecigarette group was divided into adult and adolescent groups. Each group contained 7-8 subjects. An interview lasting approximately 2 hours was conducted with each group. Results: Ninety percent of NTTP users used an NTTP in combination with conventional cigarettes. Subjects mostly bought NTTPs online, unlike how they bought cigarettes. Additionally, a great deal of information, such as how to use NTTPs and descriptions of NTTP products, was exchanged through online or offline societies. The primary reason why the subjects used NTTPs was that NTTPs offer a greater range of flavors and aromas than cigarettes. Moreover, NTTPs were felt to be less repulsive than cigarettes. NTTPs were not used as a cigarette substitute; rather, they were mostly used in places and situations where traditional cigarette smoking was not allowed. Conclusions: Based on the results of this study, the government should conduct studies on the effects of the combined use of NTTPs and cigarettes on the human body, obtain and provide accurate data regarding NTTP use, and develop and implement polices to ban NTTP advertising, which may arouse adolescents' curiosity, and the addition of flavoring substances to tobacco products.

• Journal of Korea Technology Innovation Society
• /
• v.13 no.1
• /
• pp.124-139
• /
• 2010

This study analyzes determinants of innovation in Korea manufacturing industries from 2005 to 2007. In order to do this, we use raw data from 'Korea Innovation Survey 2008: Manufacturing Sector' conducted by STEPI, and also collect financial statement data from Korea Investors Service. As an analytical method for the empirical test, we utilize Probit model. Empirical results show that firm size and market concentration have positive relationship with firm's innovation activities. These support the ‘Schumpeterian hypothesis’. This would be the most distinguished feature of this study compared to previous literatures.Our study also shows that R&D personnel ratio, R&D intensity, and advertising intensity have positive effects on firms' innovation. Thus, we can say that R&D activities and consumer orientation are the main determinants of innovation. However, profit ratio and growth rate do not have any statistically significant effect on firms' innovation.

• The Journal of the Korea Contents Association
• /
• v.18 no.3
• /
• pp.183-195
• /
• 2018

This study attempts to analyze the effects of public advertising about suicide prevention and to investigate how the attitudes and perceptions of the message recipients differ according to the message framing type (positive vs. negative) and the appeal type (self-oriented/other-oriented). Positive messages, rather than negative messages, have a greater impact on people's respect for life and on attitudes to suicide. Respect for life attitudes were more positive among subjects who received an other-oriented message than among those who received a self-oriented message. Among the individual characteristics variables, the level of cognitive emotion regulation showed a significant impact on attitudes to respect for life and on attitudes to suicide.