• Journal of Global Scholars of Marketing Science
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• v.19 no.4
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• pp.44-56
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• 2009

Impulse purchasing is defined as an immediate purchase with no pre-shopping intentions. Previous studies of impulse buying have focused primarily on factors linked to marketing mix variables, situational factors, and consumer demographics and traits. In previous studies, marketing mix variables such as product category, product type, and atmospheric factors including advertising, coupons, sales events, promotional stimuli at the point of sale, and media format have been used to evaluate product information. Some authors have also focused on situational factors surrounding the consumer. Factors such as the availability of credit card usage, time available, transportability of the products, and the presence and number of shopping companions were found to have a positive impact on impulse buying and/or impulse tendency. Research has also been conducted to evaluate the effects of individual characteristics such as the age, gender, and educational level of the consumer, as well as perceived crowding, stimulation, and the need for touch, on impulse purchasing. In summary, previous studies have found that all products can be purchased impulsively (Vohs and Faber, 2007), that situational factors affect and/or at least facilitate impulse purchasing behavior, and that various individual traits are closely linked to impulse buying. The recent introduction of new distribution channels such as home shopping channels, discount stores, and Internet stores that are open 24 hours a day increases the probability of impulse purchasing. However, previous literature has focused predominantly on situational and marketing variables and thus studies that consider critical consumer characteristics are still lacking. To fill this gap in the literature, the present study builds on this third tradition of research and focuses on individual trait variables, which have rarely been studied. More specifically, the current study investigates whether impulse buying tendency has a positive impact on impulse buying behavior, and evaluates how consumer characteristics such as the need for cognitive closure (NFCC), psychological wellbeing, and susceptibility to interpersonal influences affect the tendency of consumers towards impulse buying. The survey results reveal that while consumer affective impulsivity has a strong positive impact on impulse buying behavior, cognitive impulsivity has no impact on impulse buying behavior. Furthermore, affective impulse buying tendency is driven by sub-components of NFCC such as decisiveness and discomfort with ambiguity, psychological wellbeing constructs such as environmental control and purpose in life, and by normative and informational influences. In addition, cognitive impulse tendency is driven by sub-components of NFCC such as decisiveness, discomfort with ambiguity, and close-mindedness, and the psychological wellbeing constructs of environmental control, as well as normative and informational influences. The present study has significant theoretical implications. First, affective impulsivity has a strong impact on impulse purchase behavior. Previous studies based on affectivity and flow theories proposed that low to moderate levels of impulsivity are driven by reduced self-control or a failure of self-regulatory mechanisms. The present study confirms the above proposition. Second, the present study also contributes to the literature by confirming that impulse buying tendency can be viewed as a two-dimensional concept with both affective and cognitive dimensions, and illustrates that impulse purchase behavior is explained mainly by affective impulsivity, not by cognitive impulsivity. Third, the current study accommodates new constructs such as psychological wellbeing and NFCC as potential influencing factors in the research model, thereby contributing to the existing literature. Fourth, by incorporating multi-dimensional concepts such as psychological wellbeing and NFCC, more diverse aspects of consumer information processing can be evaluated. Fifth, the current study also extends the existing literature by confirming the two competing routes of normative and informational influences. Normative influence occurs when individuals conform to the expectations of others or to enhance his/her self-image. Whereas informational influence occurs when individuals search for information from knowledgeable others or making inferences based upon observations of the behavior of others. The present study shows that these two competing routes of social influence can be attributed to different sources of influence power. The current study also has many practical implications. First, it suggests that people with affective impulsivity may be primary targets to whom companies should pay closer attention. Cultivating a more amenable and mood-elevating shopping environment will appeal to this segment. Second, the present results demonstrate that NFCC is closely related to the cognitive dimension of impulsivity. These people are driven by careless thoughts, not by feelings or excitement. Rational advertising at the point of purchase will attract these customers. Third, people susceptible to normative influences are another potential target market. Retailers and manufacturers could appeal to this segment by advertising their products and/or services as products that can be used to identify with or conform to the expectations of others in the aspiration group. However, retailers should avoid targeting people susceptible to informational influences as a segment market. These people are engaged in an extensive information search relevant to their purchase, and therefore more elaborate, long-term rational advertising messages, which can be internalized into these consumers' thought processes, will appeal to this segment. The current findings should be interpreted with caution for several reasons. The study used a small convenience sample, and only investigated behavior in two dimensions. Accordingly, future studies should incorporate a sample with more diverse characteristics and measure different aspects of behavior. Future studies should also investigate personality traits closely related to affectivity theories. Trait variables such as sensory curiosity, interpersonal curiosity, and atmospheric responsiveness are interesting areas for future investigation.

• Journal of Digital Convergence
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• v.9 no.3
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• pp.69-79
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• 2011

This study is the text discourse of agenda setting through media policy on the three communities. The materials of subjects are the 71 text discourses that appeared in the columns, the special manuscripts, and the comments on the contemporary topics in 33 media. The subjects focuses on the metaphor, metonymy, and binary transposition. This kind of connotation tends to be imploded into people through media, so that it produces hyperreality. This process produces the regulation and strengthens the reality through the circuit of culture. Thus this research tries to develop the theoretical foundation for analysing the text discourse produced by the media. Also it focuses on widening the research scope to study the effects that the circuit of culture provides on the politics, society, and economics. Therefore The first, the objective meanings(denotation)which the referents of the community as T'PALACE, I'PARK, and STARCITY are 'larger scale', 'high and skyscraper', 'the rich people and the plutocrats who have very high academic career' and ' the residence place for the famous stars and successful CEOs', etc. and the subjective meanings, connotations which the referents of the community are 'The first street' transposes '1%' 'their own space' into the characteristics of the wealth of Gangnam district or Korean wealth', the additional significations which the metaphors such as 'the noble community', 'the sample for the high -level residential space', and 'the greed of 1%'. Conclusion, The significations of the symbols became imploded into the population and circulated along with the cultural streams through the media. The referents are recreated and consumed among the other communities such as the named 'PALACE', 'I'PARK', 'STARCITY' in the other areas. This kind of ideology tends to create the myths such as 'the 1% rich people of Gangnam', 'the first street of Korean wealth', and create the regulation such as 'the compound taxes for the real-estates', 'the policy of reducing the taxes for the rich', 'the policy of reducing the taxes for the 1% of the rich'. Also these regulations make the politicians operate new policies and are being utilized as 'slogan' for the politicians.

• Journal of Digital Convergence
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• v.15 no.11
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• pp.471-484
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• 2017

The present study explored factors that influence consumers' benefit expectancy about telemedicine service. Responses from a national online survey of 927 adults (aged 19-59), collected in January 2016, were analyzed with multiple regression analysis. The results revealed: (1) Health consciousness positively influenced all three benefit expectancies (all ps < .05); (2) Doctor-patient communication efficacy positively influenced expectancy for convenience improvement (${\beta}=.107$, p < .01) and service quality improvement (${\beta}=.086$, p < .05); (3) Use of health-related smart applications contributed to positive expectancy for service quality improvement (${\beta}=.081$, p < .05) and cost-saving (${\beta}=.067$, p < .05). Some of the relationships were moderated by gender and residence. This convergence study, which examined public's perception about telemedicine from the perspectives of consumer psychology, media, and public health, provides practical implications to promote telemedicine service and educate consumers about it.

• The Journal of the Korea Contents Association
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• v.11 no.7
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• pp.192-209
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• 2011

This study looked into coping strategies of local terrestrial broadcasting companies in the media market, since the introduction of comprehensive programming channels was confirmed. Local terrestrial broadcasting companies vulnerable to market competitiveness are driven more out to the difficulty of survival in a limited advertising market with the advent of comprehensive programming channel. and Local terrestrial broadcasting receive discriminative application than comprehensive programming channel. They have reverse discrimination in must-carry, broadcasting area, programming regulation, advertisement regulation, broadcasting development fund. Hence, Local terrestrial broadcasting needs diverse countermeasures at difficult media circumstances. Above all, Competitive content reinforcement is desperately needed. That's why content distribution structure needs diversification. And, It is necessary for local terrestrial broadcasting companies to diversify the content distribution system. As a way to expand distribution structure of local broadcasting, the introduction of local programming regulations for total amount will be highlighted in the nationwide network program. The mandatory policy that programs produced by local terrestrial broadcasting companies will be broadcast regularly in prime time through a nationwide network is an example. In addition to developing high content independently, 2nd Multiple channels of distribution is needed. It has to be supplied to various platforms including local broadcasting, SO and etc. In addition, it is necessary to activate regional co-production program between local terrestrial broadcasting companies and regions. Time rate between central stations and local terrestrial broadcasting companies must be distributed practically. And also, local terrestrial broadcasting companies in addition to ad revenue model to themselves and their own businesses by expanding the sponsorship to strengthen the competitiveness will have to nurture self-sustaining. Moreover they must have enlarge economy of scale through widen of broadcasting area.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.333-340
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• 2017

Timelapse is an imaging technique that captures motion at regular intervals and then projects it at normal speed. We looked at Timelapse advertising images of global brands and presented a model for analyzing components and expression methods of Timelapse, a new image technique. In previous research, literature research, Internet data survey, and YouTube data were investigated. Continuous photography has been developed as an imaging technique, and we have examined the current production status applied to domestic and foreign documentary, domestic and foreign drama, film, and advertisement. In 2015-2016, I will analyze the techniques of iPhones (2016), Ralph Lauren Polo Ads (2015), and Canon EOS (2013) videos that use Timelapse techniques in their recent advertisements. The results show that the Timelapse component is a static element, the static motif is mainly an artificial structure, the place is outdoor, the color is taken at a time showing the characteristics of the place, and the layout is all centered. The dynamic motif is a moving object. The dynamic line consists of a story based on the object. The time is about 11-15 seconds, the longest is about 1 minute and 30 seconds, and the editing is mainly focused on the product with the brand logo emphasized. In conclusion, it is the role of the image to pay attention to the advertisement and catch the eye. In order to motivate the buyer's mind, it is necessary to direct and edit such as Timelapse, which stimulates the emotions inherent in the mind and stimulates the non-verbal symbols. Future research is likely to reveal various attempts at temporal editing of images.

• Korean journal of communication and information
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• v.29
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• pp.233-269
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• 2005

The purpose of the study is to explore the characteristics of lawsuits against investigative reporting programs of the broadcast media. This study proposed three research questions: (1) what were the characteristics of court derisions on the investigative reporting programs? (2) what were the reasonings on which judges rely in the lawsuits for a right of reply? (3) what were the critical issues and how the libel laws were applied in balancing between the freedom of the press and the protection of individual rights. To answer these questions, the study employed quantitative and qualitative methods analysing 35 related cases. This study revealed that investigative reporting programs must deal with the Issues of 'public figures' and 'matters of public concern' to be protected under the freedom of the press. The study also found that the broadcast media must prove legitimate public interests and the truth of the facts to prevail in a case. In 1999, the Constitutional Court of Korea held that pubic figures in libel cases must be regarded differently from private figures. In accordance with the decision, the Supreme Court has applied differing criteria for public figures in libel cases. However, courts have not set a clear definition of the public figure yet. To advocate the freedom of the press, as the results of this study indicate, TV producers and journalists should behave lawfully in the course of newsgathering and provide the opportunities of reply for their news sources.

• Journal of Service Research and Studies
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• v.1 no.1
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• pp.29-48
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• 2011

Recently not only industry but also academy have shown an intense interest in social networking service. However, reckless imitation will not guarantee the successful eco-system of social networking service without rich understanding of growth driver and business model. Hence, this study aims at analyzing open platform strategy and business model conducted by a representative social networking service provider in order to provide platform operator, network operator, and portal provider with meaningful implications. Advertisers may pay great attention to social networking service because it has strong ability to provide users with spontaneous motivation to manage and update their profile, and these valuable information can be utilized for providing personalized advertisement on social networking service. As a result, one side of consumers in two side market, advertisers, tend to pay more expenditure to place advertisements. In addition, the open platform adopted by social networking service providers causes pro-sumers to participate in the eco-system, and thereby the explosive quantitative growth is realized. The fact of that this open social networking service can invade other web service area via an unified platform indicates that it may expand its service scope into a wide variety of web service areas. Hence, domestic portal services providers and network providers should consider social networking service not as one of new web services but as an disruptive service platform. Corresponding to the emergence of social networking service, especially if their business area is related to display advertising market, they should seek a way to provide social networking service access users's newly updated information and develop innovative media technologies to enter context awareness ads market.

• Journal of Korea Entertainment Industry Association
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• v.14 no.1
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• pp.1-16
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• 2020

Busking culture which is a element of Urban Amenities is spreading rapidly in the field of public art culture with the change of media environment. However, the lack of a proper institution and policy to manage the negative aspects of it continue to lower urban amenities and make the conflict among stakeholders. The study aims to increase the advantages from the domestic busking culture and derives suggestions to develop the institution and policy for the soft landing of the busking culture. Applied methods to achieve the research objectives are an in-depth interview and overseas case analysis. The result of analysis is as follows. Stakeholders related to the busking culture in South Korea has presented very strongly and concretely in aspect of policy or institutional improvement. In addition, based on the analysis of oversea cases, the researchers have proposed three ways for settling down a proper busking culture: the busking permit system, the management system for professional buskers, and the civil complaint management system through time and noise restrictions.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.375-381
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• 2021

This study aimed to examine the dilemma of rural China under rapid urbanization process after economic reform, by paying attention to the problem of the order of village community and the expression of individual desires depicted in the film with a rural background. To this end, the narrative analysis, which is suitable for exploring the story structure and expression style of the text, was conducted to examine the community order and ethics, patriarchy and paternity, and the expression of desires of subject. In the film, closed space and villagers, who are disciplined by community customs, local culture, and formality of the rule of manners, are depicted. The film is covered in a form of mystery movie dealing with the deaths of members of the village community. However, the film talks about the rise of the Imaginary desire of subject against the symbolic rules of community order and ethics through the puzzle pieces story according to the perspectives of the characters. In conclusion, through the narrative analysis, it was possible to examine the implications of weakened communal discipline and paternity of the countryside by the rapid urbanization of China, and implications of the lethargy and neurosis of the subjects.

• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet