• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.197-218
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• 2019

In addition to economic growth and national income increase, China is also experiencing rapid growth in consumption of cosmetics. About 67% of the total trade volume of Chinese cosmetics is made by e-commerce and especially K-Beauty products, which are Korean cosmetics are very popular. According to previous studies, 80% of consumer goods such as cosmetics are affected by the word of mouth information, searching the product information before purchase. Mostly, consumers acquire information related to cosmetics through comments made by other consumers on SNS such as SINA Weibo and Wechat, and recently they also use information about beauty related video channels. Most of the previous online word-of-mouth researches were mainly focused on media itself such as Facebook, Twitter, and blogs. However, the informational characteristics and the expression forms are also diverse. Typical types are text, picture, and video. This study focused on these types. We analyze the unstructured data of SINA Weibo, the SNS representative platform of China, and Meipai, the video platform, and analyze the impact of K-Beauty brand sales by dividing online word-of-mouth information with quantity and direction information. We analyzed about 330,000 data from Meipai, and 110,000 data from SINA Weibo and analyzed the basic properties of cosmetics. As a result of analysis, the amount of online word-of-mouth information has a positive effect on the sales of cosmetics irrespective of the type of media. However, the online videos showed higher impacts than the pictures and texts. Therefore, it is more effective for companies to carry out advertising and promotional activities in parallel with the existing SNS as well as video related information. It is understood that it is important to generate the frequency of exposure irrespective of media type. The positiveness of the video media was significant but the positiveness of the picture and text media was not significant. Due to the nature of information types, the amount of information in video media is more than that in text-oriented media, and video-related channels are emerging all over the world. In particular, China has made a number of video platforms in recent years and has enjoyed popularity among teenagers and thirties. As a result, existing SNS users are being dispersed to video media. We also analyzed the effect of online type of information on the online cosmetics sales by dividing the product type of cosmetics into basic cosmetics and color cosmetics. As a result, basic cosmetics had a positive effect on the sales according to the number of online videos and it was affected by the negative information of the videos. In the case of basic cosmetics, effects or characteristics do not appear immediately like color cosmetics, so information such as changes after use is often transmitted over a period of time. Therefore, it is important for companies to move more quickly to issues generated from video media. Color cosmetics are largely influenced by negative oral statements and sensitive to picture and text-oriented media. Information such as picture and text has the advantage and disadvantage that the process of making it can be made easier than video. Therefore, complaints and opinions are generally expressed in SNS quickly and immediately. Finally, we analyzed how product diversity affects sales according to online word of mouth information type. As a result of the analysis, it can be confirmed that when a variety of products are introduced in a video channel, they have a positive effect on online cosmetics sales. The significance of this study in the theoretical aspect is that, as in the previous studies, online sales have basically proved that K-Beauty cosmetics are also influenced by word-of-mouth. However this study focused on media types and both media have a positive impact on sales, as in previous studies, but it has been proven that video is more informative and influencing than text, depending on media abundance. In addition, according to the existing research on information direction, it is said that the negative influence has more influence, but in the basic study, the correlation is not significant, but the effect of negation in the case of color cosmetics is large. In the case of temporal fashion products such as color cosmetics, fast oral effect is influenced. In practical terms, it is expected that it will be helpful to use advertising strategies on the sales and advertising strategy of K-Beauty cosmetics in China by distinguishing basic and color cosmetics. In addition, it can be said that it recognized the importance of a video advertising strategy such as YouTube and one-person media. The results of this study can be used as basic data for analyzing the big data in understanding the Chinese cosmetics market and establishing appropriate strategies and marketing utilization of related companies.

• Journal of Distribution Science
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• v.10 no.1
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• pp.33-42
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• 2012

This study is focused on traditional market's competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer's value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market's store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to "enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence" (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.

• Journal of Distribution Science
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• v.9 no.1
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• pp.49-59
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• 2011

Although the South Korean organic food market is in the infancy compared to other industrialized countries, Korean consumers'interest in organic food and retail stores devoting space to organic products have been rapidly increasing. Despite the fact of organic food popularity, the term "organic" is interpreted differently by individuals. As opposed to the US, Japan and the EU where have operated an integrated organic food labelling system, Korea has adopted complex organic labelling systems regulated by several different government bodies. As a result, complicated food labelling standards make consumers confused when purchasing organic foods. Furthermore, in terms of country of origin (COO), it is argued by a lot of researchers that COO effects vary from product to product and from country to country; moreover, other informational cues such as brand and price can influence COO effects. In modern society, COO labelling has been complicated, due to the sourcing, manufacturing and market locations of merchandise spread over the world. Accordingly, the evaluation of COO effects has become complex. In order to examine these issues, a quantitative research was selected to classify the commonfeatures of organic food consumers and construct statistics such as the extent to which people are aware of organic food and COO labellingvia a questionnaire which took place in two cities in Korea with a cluster sample of 161 organic food purchasers. As for the data analysis, one-way analysis of variance (ANOVA), T-tests, bivariate crosstatulations with Cramer's V were conducted,depending on the characteristics of variables and the assumptions the research data need to fit. It has been concluded that in general, Korean organic consumers comprehend the term "organic"in a closer way to the general concept rather than technical term, thus people do not appreciate environmentally labels which include organic food labels, although marital status influence the degree of label awareness, regardless of gender, age, education level and so on. Regarding COO effects on organic food, home organic products were Korean consumers'first choice over those from industrialized countries and developing nations. Specifically, in processed organic product category, domestically cultivated and processed organic products were absolutely preferred to leading national brands produced with imported ingredients and international brands. However, due to a lack of checks of ingredients' COO, consumers tend to purchase a leading national organic food brand, believing that it is a pure organic food sourced domestically. As a consequence, this research has suggested some important managerial implications and future research directions. In order to prevent consumer confusion when buying organic foods, it should be noted that consumers do not comprehend the organic food certifications, due to complicated labelling systems for organic produce and processed organic foods. Therefore, government bodies related to organic food distribution have to know consumers' perception of organic food labels and the significance of customer-oriented labels and reestablish labelling standards. Similarly, public advertising should be followed to raise public awareness of the labelling to enable customers to have the correct information. In addition, not only international marketers but also domestic marketers need to understand COO images and also the influence COO of ingredients has on the image of an organic product.

• Science of Emotion and Sensibility
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• v.8 no.3
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• pp.177-187
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• 2005

This article examined how the amount of information presented in ad design affect consumer's evaluation on the ad Existing researches have mainly considered external information presented in the ad from the resource principle perspective. This study investigated how internal information processing such as imagery information processing caused by brand names moderates persuasion effects according to the amount of external information through two experiments. The experiments leave us the conclusion that brand names presented in the ads stimulate imagery information processing when surplus cognitive resources do exist and they lead ad recipients' evaluation to positive direction in prestige brand condition and to the contrary to negative direction in non-prestige brand condition. The results contribute to the direction of ad design in that ad needs not contain as muck product-related information as needed in order to increase persuasion effects in prestige brand condition. Rather, it's necessary to leave the room for internal information processing such as imagery information processing by well structured brand equity. On the contrary, non-prestige brand needs to contain explicit product-relevant information to exert a potent influence on a4 persuasion. We hope this study result is helpful for design direction of advertisement in order to heighten persuasion effects toward ad recipients.

• Korean journal of communication and information
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• v.44
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• pp.223-247
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• 2008

The purpose of this study is to explore the anti-smoking message effects and smoking status on smoking belief attributes. Based on the health behavior theories such as theory of reasoned action, health belief model, and social cognitive theory, three factors are selected to investigate the effects of anti-smoking campaign messages. The balance of benefits and barriers, self-efficacy, and social pressure are selected as independent variables. Three two-way ANOVA were conducted. Results showed that the main effect of social pressure were found with the social smoking attributes. Interaction effects were found on the nonsmoker-social pressure group and the non-smoker-two sided message group. It is found that nonsmokers accepted these two anti-smoking messages easily as compared to smoker groups. No main smoking status was found in this study; it is believed that smoking is a habitual that is not changed easily because attitude formation takes time. Results revealed that the two-sided message video releases and the social pressure video releases were favored by both smokers and nonsmokers. This study contributes the theoretical framework that can be transferred to the practices of anti-smoking campaign. Also, the researcher produced the televised stimuli which is not common in health message studies. By using the televised message material, the research tried to solve the validity problem which is common in experimental design.

• Journal of Broadcast Engineering
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• v.13 no.5
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• pp.602-611
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• 2008

The sound design performed in the production of media contents, such as TV, movie, and CF, have been conducted through the experienced feeling of some experts in the aspect of auditory effects that communicates stories. Also, there have been few studies of the quantitative approach and verification to apply visual and auditory effects felt by users. This study is a non-equivalent control group pretest-posttest design and investigates the difference in communication effects in which the difference in a sound design in the production of media contents that affects users. This study analyzed the brain quotient (BQ) obtained by the measurement of brain waves during the watching of an experiment image (track A) designed by using a 60-second TV CF only and an experiment image (track B) designed by sound effects and music and investigated which sound design represents differences in communication effects for users. The results of this investigation can be summarized as follows: First, in the results of the comparison of the attention quotient (ATQ), which is the BQ of recognition effects, between A and B tracks, the track A showed a higher difference in activation than the track B. It can be analyzed that the sound design based on music showed higher levels in attention and concentration than that of the sound effect design. Second, in the results of the comparison of the emotional quotient (EQ), which is emotional effects, between A and B tracks, the track A represented a higher difference than the track B. It means that the sound design based on music showed higher contribution levels in emotional effects than that of the design based on sound effects. Third, in the results of the comparison of the left and right brain equivalent quotient (ACQ), which is memory activation effects, between A and B tracks, there were no significant differences. In the results of the experiments, although there are some constraints in TV CF based on the conventional theories in which sound effects based design affects strong concentration, and music based design affects emotional feeling, the music based design may present more effects in continued concentration. In addition, it was evident that the music based design showed higher effects in emotional aspects. However, it is necessary to continue the study by increasing the number of subjects for improving the little differences in ACQ. This study is useful to investigate the communication effects of the sound based design in media contents as a quantitative manner through measuring brain waves and expect the results of this study as the basic materials in the fields of sound production.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.47-75
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• 2002

The purpose of this study is to identify the effects of reference price, price rationale and price-quality inference of consumer on the evaluation of apparel quality. The experimental materials developed for this study were a set of stimulus and response sheet. The stimuli were six print ads, which was manipulated by reference price and price rationale for a jacket of national brand. This study used a 2(reference price: offer and non offer)$\times$3(price rationale: non offer, stock disposal, sales promotion) $\times$2(price-quality inference of consumer: high and low level) between-subjects experiment. Subjects were 371 female university students. The data were analyzed by factor analysis, ANOVA and t-test. The results were as follows. First, three apparel attributes were identified: sewing/fabrics and label by factor analysis. Second, the significant interaction effects of reference price, price rationale and price-quality inference of consumer were found on evaluating quality of sewing/fabrics and label of apparel. So, reference price effect differed to depending on type of price rationale and levels of price-quality inference. Third, the significant main effect of price-quality inference of consumer existed on evaluating construction quality of apparel.

• Journal of Distribution Science
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• v.10 no.11
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• pp.71-77
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• 2012

Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.

• Journal of Digital Convergence
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• v.14 no.11
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• pp.459-467
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• 2016

This study was conducted to evaluate and identify what factors influence the satisfaction of the users for the fast-growing social network game based on the mobile. To this end, we looked around the variable product characteristic factor, quality and the consumer characteristic factor, user self-determination. Also we surveyed 211 male and female college students. The first finding was that all the sub-factors of the quality factor had positive effects on the satisfaction of the mobile social network games. The second finding was that all the sub-factors of the self-determination factor had positive effects on the satisfaction of the mobile social network games. The third finding was that only the sub-factors of quality had positive relative effects on the satisfaction of the mobile social network games, in the order of playfulness, usability, functionality from the most to the least. The findings of this study are expected to offer meaningful and practical suggestions for the development of high quality game contents for the user convenience, as well as the academic significance, the expansion of game-related area of research through the break from the traditional research trends, technology and engineering point of view and from the PC-based online game.

• Korean Business Review
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• v.15
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• pp.133-152
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• 2002

The objective of this study examines that a country-of-origin and a congruity between country-of-origin of brand and country-of-origin of production effect on consumers' product preference respectively. To test this hypothesis, we used stimulus material including product photos with brand and its production description. Nation selected for study is defined as developed country, Korea, underdeveloped country, and tape record, sports shoes, and cosmetic, tissue is selected, they have characteristics with thinking vs feeling, level of involvement, private vs public. The result of analysis show that the effects of country-of-origin on product preference is different over country. The product of developed country is preferred by subjective, and following Korea, underdeveloped country. This result imply that country-of-origin effect on consumers' product preference and product evaluation positively. And we found that the degree of congruity between country-of-origin of brand and country-of-origin of production has very substantial impact on product quality judgement and product preference above and beyond brand and country-of-origin of production main effects. This study contributes to a understanding of effects of country-of-origin at the perspective of congruity, and extend level of generalization of country-of-origin effect by testing various product characteristic and congruity.