• Title/Summary/Keyword: Attention intention

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Research on the Uses and Gratifications of Tiktok (Douyin short video)

  • Yaqi, Zhou;Lee, Jong-Yoon;Liu, Shanshan
    • International Journal of Contents
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    • v.17 no.1
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    • pp.37-53
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    • 2021
  • With the advent of the 5G era, smart phones and communications network technology have progressed, and mobile short video of people's life can be made, Of the new tools of communication, at present, China's social short video industry has shown rapid development, and the most representative of the short video app is Douyin (international version: Tiktok). Under the background of Uses and Gratifications Theory, this study discusse the relationship between Douyin users' preference degree, use motivation, use satisfaction and attention intention. This study divides the content of Douyin video into 10 categories, selects the form of an online questionnaire survey, uses SPSS software to conduct quantitative analysis of 202 questionnaires after screening, and finally draws the following conclusions: (1) The content preference degree of Douyin short video (the high group and low group) is different in users' use motivation, users' satisfaction degree and users' attention intention. ALL results are within the range of statistical significance.(2) Douyin users' video content preference degree has a positive impact on users' use motivation, users' satisfaction degree, and users' attention intention. (3) Douyin users' motivation has a positive impact on users' satisfaction and user' attention intention. (4) Douyin users' satisfaction degree has a positive impact on users' attention intention. Based on the research results, we suggest that Douyin platform pushes videos according to users' preferences. In addition, as the preference degree has an impact on users' motivation, satisfaction degree and attention intention of using the platform, it is important that the platform's focus should to pay attention to the preference degree of users. Collecting users' preferences at the early stage of users' entering the platform is a good way to learn from, and doing a good job of big data collection and management in the later operation.

Study on Mutual Relationship between Color Marketing and RTD Coffee Industry in Korea - Consumer Perception of Cup Coffee Sold in Retail Stores - (국내 RTD 커피와 컬러마케팅의 상호관련성 연구 - Retail store의 컵커피를 중심으로 소비자 인지도 조사 -)

  • Kang, Minhwa;Choi, Jinkyung
    • Journal of the Korean Society of Food Culture
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    • v.30 no.2
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    • pp.182-189
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    • 2015
  • This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

Persuasion Effects of Scarcity Message in Online Cosmetic Advertising: Focused on Moderating Effect of Product Type (온라인 화장품 광고의 희소성 메시지 설득효과: 제품 유형의 조절효과를 중심으로)

  • Park, Hyun-Hee
    • Journal of the Korean Home Economics Association
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    • v.48 no.10
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    • pp.121-132
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    • 2010
  • This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

Social Comparison Information, Ethnocentrism, National Identity Associated with Purchase Intention in China

  • FANG, Yuantao;OH, Han-Mo;YOON, Ki-Chang;TENG, Zhuoqi
    • Journal of Distribution Science
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    • v.17 no.5
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    • pp.39-50
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    • 2019
  • Purpose - The purpose of our study is to provide an understanding of the relationships among consumer attention to social comparison information (ATSCI), consumer ethnocentrism (CET), national identity (NI), and consumer purchase intention to domestic brands (PIDB). Drawing on the social comparison theory (SCT) and social identity theory (SIT), we developed a model that is empirically testable and explains consumer behavior of domestic brands and products. Research design, data, and methodology - The conceptual framework was tested with primary data collected through a survey in China. Structural equation modeling was employed to test hypotheses. Results - The results from empirical analyses indicated that the ATSCI positively influenced CET and NI, and CET and NI affect consumer PIDB. In addition, the mediating effects of CET and NI on the relationship between ATSCI and PIDB were identified. Nonetheless, little direct impact of ATSCI on PIDB was reported. Conclusions - We suggested that international marketers use given information to attract consumer attention and develop appropriate promotions, especially for Chinese young generations that would pay much attention to social comparison information in their purchase decisions. Our study originally connected one socio-psychological antecedent, ATSCI, with CET and NI and estimated the relationships among the three antecedents and their effects on PIDB in order to predict consumer behavior in China.

The Effect of Non-verbal Communication using Cinemagraph in Mobile Electronic Commerce of Agrifood on Visual Attention and Purchase Intention

  • Park, Ji Seob;Bae, Jin Hwa;Cho, Kwang Su
    • Agribusiness and Information Management
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    • v.6 no.2
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    • pp.24-31
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    • 2014
  • This paper is a study on what kind of effect non-verbal communication in mobil electronic commerce has on purchase intention and visual attention. For this purpose, the screen of mobile shopping mall produced arbitrarily was exposed to the experimental group and the control group. The experimental group was exposed to the screen of mobile shopping mall that expressed non-verbal communication making use of cinemagraph images and the control group was exposed to the screen of mobile shopping mall based on still images. For the study, survey research and experimental research were conducted simultaneously. Data of survey research were analyzed by MANOVA and t-test, and by using eye-tracker experimental research recorded the duration of time that the subjects stared images. The results of experiment show that in non-verbal communication the experimental group that saw cinemagraph images recorded shorter average staring time than the control group that saw ordinary images, and the cinemagraph had statistically significant effect on visual attention as well. And it was analyzed that non-verbal communication had significant effect on the purchase intention of the experimental group, but had no effect on the purchase intention of the control group. The results can be interpreted that the people who saw cinemagraphs in mobile shopping environment had spent shorter time in seeing products than the people who saw ordinary images, but still the former came to have purchase intention on the products. The results of the present study can be useful for marketers who try to sell agrifood in mobile environment.

A Study on the Influence of Mobile Music Application Users' Social Experience on Purchasing Intention - The Mediating Effect of Brand Attachment

  • Li, Jingrong
    • Journal of the Korea Society of Computer and Information
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    • v.24 no.7
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    • pp.53-60
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    • 2019
  • With the gradual in-depth use of social elements, music social networking has attracted more and more attention and discussion in the industry. Therefore, starting from the user experience theory and purchase intention theory, this paper explores the mechanism of user social experience and purchase intention in mobile music applications, and adds the mediating role of brand attachment on the basis of literature research. Based on previous studies on user experience measurement of social network and evaluation report of mobile music applications in the industry, and combined with in-depth interviews of users, whether the user experience of mobile music applications, which pays more and more attention to social elements, has an impact on purchase intention or not? What specific social experience can help form purchase intention? Are mediating variables at work? In practice, a total of 398 formal questionnaires were collected to obtain first-hand data. Later, reliability analysis, factor analysis and structural equation model test were carried out successively to verify the hypothesis. According to the results of empirical research, firstly, content experience, atmosphere experience and interactive experience in users' social experience of mobile music applications have a significant impact on brand attachment, secondly, atmosphere experience has a significant impact on purchase intention, and thirdly, brand attachment has a significant impact on users' purchase intention. Fourthly, brand attachment plays an intermediary role in the relationship between users' atmosphere experience and content experience and purchase intention. Based on the above research conclusions, the author puts forward corresponding marketing strategy Suggestions, which have certain guiding significance for mobile music applications to improve users' purchase intention, and have certain reference significance for the development of mobile music applications and the expansion of business model.

A Study on Persuasion Effects of Online Cosmetic Advertising -Focused on Types of Social Proof Message and Product- (온라인 화장품 광고의 소비자 설득효과에 관한 연구 -사회증거 메시지 유형과 제품유형을 중심으로-)

  • Park, Hyun-Hee;Li, Qin;Jeon, Jung-Ok
    • Fashion & Textile Research Journal
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    • v.12 no.6
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    • pp.755-763
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    • 2010
  • This study was intended to identify the persuasion effects according to social proof message type and product type in the context of online cosmetic advertising. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(social proof message type: attitudinal social proof message, behavioral social proof message)${\times}$2(product type: hedonic product, utilitarian product) factorial design. A total of 160 questionnaires allocating forty students to each group were distributed. The results were as follows. First, behavioral social proof message showed more effective than attitudinal social proof message in advertisement attention, click-through intention and purchase intention. Second, utilitarian product showed more effective than hedonic product in advertisement attention, click-through intention and purchase intention. Third, there was interaction effect according to social proof message type and product type on the aspect of click-through intention.

The Effects of Internet Shoppers' Trust on Purchasing Intention in China

  • Rong, Li;Kim, Jae-Jon
    • 한국경영정보학회:학술대회논문집
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    • 2007.06a
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    • pp.494-499
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    • 2007
  • Recently, owing to the rapid development of Internet and information technology in China, the growth of consumers' purchasing activities in the Internet Shopping Mall has been truly phenomenal. Thus, it is considered essential to understand what affects Chinese consumer's intention to purchase in the Internet Shopping Mall. Based on prior studies, trust is thought as a key factor affecting on Chinese consumers' purchasing intention. Hence, the purpose of the study is to investigate the effects of Chinese consumer's trust on purchasing intention of Internet Shopping Mall. In order to accomplish the purpose of this study, a research model has been established and it suggests that there are significant relationships between trust and purchasing intention, e-commerce knowledge and trust, perceived reputation and trust, perceived risk and trust, perceived ease of use and purchasing intention. The results of the study show that the relationships between these variables are all significant. This research confirms the important effect of Chinese consumer's trust on purchasing intention. Implications of these findings are discussed for researchers and practitioners.

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Shopping Orientation Impacting Reuse Intention of O2O Services: Focusing on the Moderation of Impulse Buying Tendency (쇼핑성향이 패션 O2O 서비스 재이용 의도에 미치는 영향: 충동구매성향 조절효과를 중심으로)

  • Hahn, Jungwon;Lee, Eun-Jung
    • Fashion & Textile Research Journal
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    • v.20 no.6
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    • pp.645-655
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    • 2018
  • Online to Offline(O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. Electronic commerce has become diversified and O2O marketing is the new trend of e-commerce. The rapid popularization of mobile Internet and online shopping makes O2O service gets more attention. Although recently O2O service and O2O marketing get much attention, there is no much preceding research about the antecedents of mobile shopping of O2O market. The purpose of the study is to examine the effect of shopping orientation on intention to reuse O2O services and the moderating effect of impulse buying tendency. A total of 209 surveys were collected online in total for the data of the study. The key findings of this study are as follows: First, convenience seeking shopping orientation has a positive effect on the intention to reuse O2O service and brand seeking shopping orientation has, too. Second, impulse buying tendency positively moderated the relationship between hedonic seeking shopping orientation and intention to reuse O2O service, and negatively moderated sales seeking shopping orientation and intention to reuse O2O service. The results of this study presented some implications for operators at O2O service area. Research findings and study limitations are discussed.

Factors Influencing Intention to Quit Smoking in Korean Adult Smokers: Using 2014 Korea National Health and Nutrition Examination Survey (우리나라 성인 흡연자의 금연의도와 관련 요인: 2014년 국민건강영양조사 자료를 이용하여)

  • Moon, Seongmi
    • Journal of Korean Biological Nursing Science
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    • v.19 no.3
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    • pp.178-190
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    • 2017
  • Purpose: The present study was designed to examine the impact of socioeconomic, health-related, and health behavioral factors on Korean people's intention to quit smoking. Methods: The subjects were 851 men and 145 women, aged 19 or more who had participated in the 2014 Korea National Health and Nutrition Examination Survey. The intention to quit smoking was categorized as "within 6 months," "after 6 months," or "no intention". The associations of the intention to quit smoking with sociodemographic, health related, and health behavioral factors were examined in a logistic regression. Results: In male smokers, the number of diseases, perceived somatotype, vigorous intensity leisure activity, aerobic physical activity, and smoking intensity had a significant influence on the intention to quit smoking. In female somkers, the economic status, number of diseases, walking activity, and moderate intensity leisure activity were significantly influential on the intention to quit smoking. Conclusion: To increase male smokers' intention to quit smoking, it should be emphasized that smoking is harmful to. Moreover, special attention should be paid to low-educated female smokers to increase their intention to quit smoking.