• Journal of Distribution Science
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• v.12 no.11
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.411-422
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• 2013

The purpose of this study is to analyze the impact of food corporations'sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

• 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.

• The Journal of Information Systems
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• v.27 no.1
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• pp.21-42
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• 2018

Purpose This study investigates that the routes of psychological ownership in Fanpage and the effect of psycholoigical ownership on customer loyalty based on psychological ownership theory. Fans are customers who clicked 'Like' on the fan page. These fans have a lot of friends on Facebook, so the word-of-mouth is more effective than other online communities. Therefore, it is necessary for fans to have psychological ownership, actively responding to the fan pages, and recommending them to friends. However, previous social network service studies have overlooked the importance of psychological ownership. In this study, we examine what factors can increase psychological ownership and show that customer loyalty can be enhanced through psychological ownership. Design/methodology/approach This study was designed to investigate the structural relationship between Fanpage Familiarity, Interaction(Customer-Brand interaction and Customer-customer interaction), Psychological Ownerhisp, and Customer Loyalty. Structural equation modeling with SmartPLS2.0 was used to analyze the relationships in the research model. Findings The results showed that Fanpage Familiarity and Customer-customer interaction is positively related with Psychological Ownership. However, Customer-Brand interaction did not influence Psychological Ownership. Psychological Ownership has a positive impact on Intention to Continue Using Fanpage and Recommend.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.241-249
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• 2010

Companies and consumers are highly interested in online activities such as word-of-mouth(W.O.M) as marketing paradigm moved to online context. In this study, the research identified major variables affecting product review reference rate online and analyzed the difference based on those variables. According to the results, remarkable differences were discovered in four variable such as 'brand reference', 'review symbol', 'affirmation' and 'information offering'. In addition, the researcher found 'brand reference' and 'information offering' are most important factors deciding review reference rate using regression tree analysis method. Based on the results, the practical implications and further research directions for utilizing consumer online W.O.M were discussed.

• Korean Journal of Human Ecology
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• v.19 no.4
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• pp.675-685
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• 2010

This study analyzed risk perception and risk reduction behaviors of male and female college students in their twenties who purchased fashion products in internet shopping malls. It also investigated the relationship between risk perception and risk reduction behavior as well as the ways in which groups, categorized by risk perception, differed in their risk reduction behaviors. The results of this study were as follows: first, seven factors of risk perception were identified. These were product quality, shipping, product image, payment, economic feasibility, fear of other people's reactions, and size. Six types of risk reduction behavior were also identified. These were product comparison, word-of-mouth information search, price search, preference for name-brand, service comparison, and referring to experiences. Next, a correlational analysis of the factors of risk perception and those of risk reduction behavior showed several patterns. The highest positive correlation was between economic risk perception and product comparison behavior. In addition, shipping risk perception was positively correlated with service comparison behavior and product quality and product image had a positive correlation with word-of-mouth information search behavior. Third, customers of internet shopping malls could be categorized into three groups: shipping risk perception group, high risk perception group, and product quality risk perception group. The groups were shown by factor analysis to be significantly different to each other. Finally, risk reduction behavior was investigated according to the different groups of risk perception of the internet shopping malls and the results showed significant differences among groups.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.3
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• pp.389-395
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• 2010

This research was focused on observing the effect of Makgeolli's selection attributes on customer satisfaction, recommendation intention, and repurchase intention. The purpose of this study was to examine to present a marketing-related suggestion by finding the components that needs to be discussed in order to satisfy the customer and lead to positive word of mouth and repurchasing in the perspective of a corporation. The evidence to achieve the research purpose can be summarized as below. To begin with, the causes of Makgeolli's selection attributes were classified into 9 types, which are design and ad image, expertise and tradition, drinking experience and in harmony with food, taste and freshness, materials and origin, brand image, flavor and color, alcoholic and nutrition, and finally price and recommendation. And it showed up that the average importance of the taste and freshness is the highest. Moreover, the study on the Makgeolli's state of being potable showed up that the drinking number was no more than once a month, and one drink was almost all less than a bottle. The drinking place was usually tavern, and word of mouth was the most often used information medium that contacted Makgeolli. The potential of the Makgeolli's globalization is 80.6% which added positive and very positive, that enables us to infer that the Makgeolli's global dependency is very high. Third, from the 9 types of classification mentioned before, taste and freshness, and price and recommendation were proved to be influential in satisfaction, and recommendation is affecting the repurchase intention and the recommendation intention.

• Journal of Contemporary Eastern Asia
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• v.23 no.1
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• pp.18-34
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• 2024

In what was labeled the "nut rage" incident, the vice president of Korean Air, Hyun-Ah Cho (Heather Cho), demonstrated behavior that exemplifies corporate transgression and deviation from societal moral standards toward a flight attendant aboard a flight. Such behavior instigated the public to express negative sentiment on various social media platforms. This study investigates word-of-mouth network on YouTube in response to the crisis, patterns of co-commenting activities across selected YouTube videos, as well as public responses to the incident by employing social and semantic network analysis. A total of 512 YouTube videos featuring the crisis from December 8, 2014 through November 11, 2018, and 52,772 public comments to the videos were collected. The central videos in the network successfully attracted the public's attention and engagements. The results suggest that the video network was decentralized, with multiple videos acting as hubs in the network. The public commented on various videos instead of focusing on a few. The contents of influential videos uploaded by popular news organizations revealed not only Cho's behaviors related to the nut rage crisis but also unrelated illegal behaviors and the moral violations committed by the family members of Korean Air. The public attached derogatory remarks to Cho and her family, and the comments also addressed ethical concerns, management issues of the company, and boycott intentions. The results imply that adverse public reaction was related to the long-standing problem caused by family ownership and governance in large Korean corporations. This Korean Air scandal illustrates backlash toward a leadership breakdown by the family business conglomerate prevalent in the Korean society. This study provides insights for effective handling of similar crises.

• Journal of the Korea Society for Simulation
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• v.20 no.2
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• pp.29-40
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• 2011

This paper focuses on the sensitivity analysis for the calibration of an agent-based simulation that analyzes the brand-level diffusion dynamics of competing products in the domestic premium mid-sized car market. In this paper, we employ a consumer-agent model that imitates the purchasing characteristics and behaviors of the consumers. The group of consumer agents that are socially interconnected represents a virtual market. By spreading the product information from previous adopters to potential consumer agents in the virtual market, the word-of-mouth phenomenon emerges like in the real market. The phenomenon influences the product choice of potential consumer agents that causes the variation of the product diffusion dynamics. In this simulation model, it is important to calibrate the virtual market parameters(e.g., ratio of innovators, social network structure, purchase time decision method) so that the virtual market can simulate the real market. However, it is difficult to measure these parameters directly from the real market. In this paper, we analyze the diffusion dynamics of simulations under various conditions in comparison with real sales data to calibrate the parameters.

• Journal of Information Technology Services
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• v.8 no.2
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• pp.23-41
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• 2009

UCC paradigm based on Web 2.0 has made new business models and came to the forefront as a commercial media. The purpose of this study is to analyze the customer attitudes toward UCC and its effects as a commercial media. Based on prior studies of Internet and Web advertising, informativeness, entertainment, irritation, trust, usefulness, ease of use, incentives, and flow were identified as affecting factors of the attitude of UCC advertising. Results show that informativeness, entertainment, irritation, trust, ease of use, and flow are significantly related to the attitude of UCC advertising, but usefulness and incentives are not. Customer attitude toward UCC advertising was also found to be significantly related to the such effects as brand attitude, word of mouth, and intention to buy. This study contributes to improve the understanding of UCC as a commercial media and provides the base of activation strategies for it.