• Title/Summary/Keyword: Behavioral Attitude

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The Effects of Luxury Fashion Platforms' Attributes on Consumer eWOM (럭셔리 패션 플랫폼 속성이 온라인 구전의도에 미치는 영향)

  • Kim, Suzy;Hur, Hee Jin;Choo, Ho Jung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.4
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    • pp.685-702
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    • 2021
  • This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.

PR-Management and Branding of Media Channels with the Application of Social Networks

  • Shalman, Tatiana;Dobrianska, Viktoriia;Kokhan, Marianna;Pletsan, Khrystyna;Humenchuk, Anatolii
    • International Journal of Computer Science & Network Security
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    • v.21 no.7
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    • pp.70-76
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    • 2021
  • The relevance of intelligence involves the definition of such communication systems of PR-management and branding of media channels with the use of social networks, which are already implemented in practice by modern representatives of professional PR product. The purpose of the investigation is to determine the system of implementation of technologies of PR-management and branding of media channels with the use of social networks based on a survey of PR and brand of different media channels on the basis of a survey of brand managers and PR. 980 respondents from Ukraine took part in the survey. The survey was conducted on the Google-forms platform. The results outline a list of the most popular social networks and messengers for the implementation of PR management and branding technologies, including Facebook, Twitter, Google, LinkedIn, Tumblr; Telegram, WhatsApp, Viber, Skype. It is determined that the criteria of branding analysis are informativeness, centralization/distribution, content, feedback intensity. Identified 2 prospects for the development of branding in an interactive media environment (creation of a presentation system; integration of websites of social media and companies in universal centers). The criteria of general importance of the factors influencing the behavioral intention of consumers to use social media channels are presented (satisfaction, accessibility, perceived usefulness, trust, ease of use, attitude, social influence, self-efficacy). The meaning of the content of social media channels (public, informational and communication) is indicated. The practical significance of the study was to present the links between the criteria, development prospects and the values of branding factors.

Comparison of Perceptions of Safety Motivation Factors between Construction Workers and Construction Engineers (건설현장 근로자와 관리감독자간 안전동기요인에 대한 인식차이 비교)

  • Kim, Jin-Dong;Kim, Gwang-Hee
    • Korean Journal of Construction Engineering and Management
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    • v.20 no.4
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    • pp.77-85
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    • 2019
  • Death accidents rates in construction industry is increasing high recently. Such a phenomenon may be seen as a limitation of current management methods and legal actions. Therefore, purpose of this study was to find priorities of construction Workers safety activities related to motivational factors and to check perception differences between construction workers and construction engineers and to find a main factor of workers attitude, behavioral causes and find a way to reduce the accidents causing in construction industry. For the research, we did a survey with construction workers and construction engineers asking about 3 top motivators 'economic, environmental, safety, cultural, and administrative factors' in 21 details. According to the survey, the biggest difference between construction workers and construction engineers was about a working environment and safety cultural factors. Also, workers and engineers were both positive about safety incentive. Based on the results of this study, safety accidents will be reduced through worker-oriented management.

Effects of advertisement acceptance according to brand familiarity on ease of imitation and behavioral intention of mobile payment (브랜드 친숙도에 따른 광고 수용성이 모방 용이성과 모바일 간편결제 사용의도에 미치는 영향)

  • Kim, Yun-Jeong
    • Journal of Convergence for Information Technology
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    • v.9 no.4
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    • pp.48-58
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    • 2019
  • Recently, companies that have already the brand familiarity based on IT technology are changing the way of financial transactions by providing mobile simple payment service. It is difficult to apply the results of research conducted on traditional financial products, although the familiarity of the brand positively affects the brand attitude and intention of use in the preceding studies. To confirm this, this study verified whether mobile simple payment services of a company with high brand familiarity can copy the service easily and have intention of use through advertisement acceptance. The empirical results showed that the advertising of brand with high familiarity could be a motivation factor to imitate new services more easily. This results is meaningful in that it confirms the importance of strategic advertising because the more higher the brand's familiarity is, the more efficient the advertising can be used in the mobile simple payment service.

Carbon Literacy on Education in Connection with SDGs of the Pre-service Earth Science Teachers (SDGs 연계 교육에서 예비 지구과학 교사들의 탄소 소양)

  • Kim, Yunji
    • Journal of the Korean Society of Earth Science Education
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    • v.14 no.3
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    • pp.292-301
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    • 2021
  • This study is a basic research to apply ESD linked to SDGs to pre-service teachers majoring in earth science education. The purpose of this study is to evaluate carbon literacy by analyzing the awareness, attitude and knowledge, subjective norms, and behavioral control of the carbon footprint internalized by pre-service teachers. Pre-service teachers recognize the carbon footprint as their responsibility, but are not willing to pay the cost and accept inconveniences of the actions to reduce carbon footprint. They also support actions to reduce carbon footprint, but do not demand the actions from others. While they have sufficient knowledge about carbon mitigation actions, their conception of causes and effects of global warming is unstable. Pre-service teachers will go out to school sites and teach millions of students about global warming. It is essential to educate these teachers on the economic cost and social responsibility of reducing their carbon footprints. It is also important to find ways to bridge the gap between their thought and action. It is hoped that this study on pre-service teachers' carbon literacy will lead to realizing ESD.

A Study on Developing and Validating Core Competencies for Gifted Education Based on Delphi Technique (델파이 조사를 통한 영재교육 핵심역량 개발 및 타당화 연구)

  • Park, Hye-Jin;Cha, Seung-Bong;Kim, Yong-Young
    • Journal of the Korea Convergence Society
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    • v.12 no.11
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    • pp.319-328
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    • 2021
  • The purpose of this study is to develop core competencies for gifted education by utilizing Delphi survey methods and to present behavioral element selection and scale questions based on the definition of competencies. First, the core competence for gifted education was selected through literature analysis, and the first Delphi survey was conducted to verify that the definition of each competency is suitable for the competency name. Subsequently, through a second Delphi survey, detailed questions were developed and verified by expressing the capabilities required to develop core competencies as behavior elements. Through two rounds of Delphi surveys, eight key competencies were finally selected: attitude and practice willingness, communication and collaboration, information processing and tool utilization, creative problem solving, convergence and application, higher-order inference, community spirit, and learning achievement orientation. This study is meaningful in that it selects core competencies and behavior elements for gifted education that are necessary to pursue goals that meet social needs and it presents tools to measure the degree of competency improvement for gifted education.

Beliefs of University Employees Leaving During a Fire Alarm: A Theory-based Belief Elicitation

  • Christopher Owens;Aurora B. Le;Todd D. Smith;Susan E. Middlestadt
    • Safety and Health at Work
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    • v.14 no.2
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    • pp.201-206
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    • 2023
  • Background: Despite workplaces having policies on fire evacuation, many employees still fail to evacuate when there is a fire alarm. The Reasoned Action Approach is designed to reveal the beliefs underlying people's behavioral decisions and thus suggests causal determinants to be addressed with interventions designed to facilitate behavior. This study is a uses a Reasoned Action Approach salient belief elicitation to identify university employees' perceived advantages/disadvantages, approvers/disapprovers, and facilitators/barriers toward them leaving the office building immediately the next time they hear a fire alarm at work. Methods: Employees at a large public United States Midwestern university completed an online cross-sectional survey. A descriptive analysis of the demographic and background variables was completed, and a six-step inductive content analysis of the open-ended responses was conducted to identify beliefs about leaving during a fire alarm. Results: Regarding consequence, participants perceived that immediately leaving during a fire alarm at work had more disadvantages than advantages, such as low risk perception. Regarding referents, supervisors and coworkers were significant approvers with intention to leave immediately. None of the perceived advantages were significant with intention. Participants listed access and risk perception as significant circumstances with the intention to evacuate immediately. Conclusion: Norms and risk perceptions are key determinants that may influence employees to evacuate immediately during a fire alarm at work. Normative-based and attitude-based interventions may prove effective in increasing the fire safety practices of employees.

Exploring Brand Loyalty through the Analysis of Consumer-Brand Relationship (소비자-브랜드 관계와 브랜드 충성도에 관한 정성적 연구)

  • Kim, Jae-Il;Kwon, Young-Seo;Seo, Joon Yong
    • Asia Marketing Journal
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    • v.6 no.3
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    • pp.27-57
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    • 2004
  • Studies on brand loyalty have been classified into two approaches; the behavioral approach and the attitudinal approach. The main topics of both approaches have been customers' loyal or nonloyal attitude toward brands and the rate of repurchase generating process. However, previous research has overlooked dynamic and in-depth aspects of brand loyalty. With a qualitative research perspective, the present study adds insight to the current research on brand loyalty, concerning the disregarded aspects of brand, based on phenomenological interviews. On the foundation of consumer-brand relationship types suggested by Fournier(1998), this study examines various kinds of relationship types between Korean consumers and their preferred beer brands. Findings show different aspects and dynamic essence of brand loyalty through the analysis of these relationships. Moreover, a variety of sources of brand loyalty were identified. It was concluded that "actual" brand loyalty and "apparent" brand loyalty may not coincide at all times. In addition, consumers' life events and life themes were identified as important determinants of brand loyalty.

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A Study on Gender Difference in Antecedents of Trust and Continuance Intention to Purchase Voice Speakers

  • Youness EL Mezzi;Nicole Agnieszka Rydz;Kyung Jin Cha
    • Asia pacific journal of information systems
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    • v.30 no.3
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    • pp.614-635
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    • 2020
  • This study aims at understanding gender difference in trust and the related factors affecting the intention to purchase voice speakers VS. VS are one of the innovations that are emerging at a fast pace in the market. Although it seems to be widely embraced by both genders, people do not intend to use them in some cases due to a lack of trust and the rumors circling these types of technologies. Nevertheless, there are particular barriers to the acceptance of VS technology between females and males due to unfamiliarity with the effective components of such technologies. Therefore, assuming that increasing the knowledge-based familiarity with an effective technique is essential for accepting it. So far, only little is known about VS and its concepts to increase the familiarity and, as a consequence, the acceptance of effective technology. Technology adoption in gender has been studied for many years, and there are many general models in the literature describing it. However, having more customized models for emerging technologies upon their features seems necessary. This study is based on Theory of Reasoned Action and trust-based acceptance which provides a background for understanding the relationships between beliefs, attitude, intentions, and subject norms and how it's affecting gender trust in VS. The statistical analysis results indicate that perceived system quality and perceived interaction quality have stronger influences on trust for males, while privacy concern and emotional trust have stronger influences on trust for females with the intention of purchase for both genders. Our study can be beneficial for future research in the areas of Perceived risk and Perceived utility and behavioral intention to use and human-technology interaction and psychology.

Identification with avatar and self-reference effects: Impact on perceived attributes and purchase intentions (아바타와의 동일시가 가상 패션 아이템 속성 지각 및 구매의도에 미치는 영향)

  • Woojin Choi;Yuri Lee
    • Journal of Fashion Business
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    • v.28 no.2
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    • pp.1-14
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    • 2024
  • Within the metaverse platform, users engage in communication with others through 'avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.