• The Journal of Industrial Distribution & Business
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• v.10 no.7
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• pp.49-58
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• 2019

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer's prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.399-409
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• 2022

The purpose of this study is to examine the role of virtual community participation and engagement in the brand decision by building community and brand trust. In this study, two theories (Social Capital Theory and Theory of Collective Action) were tested. Both theories were linked based on existing literature, and empirical evidence was obtained through testing hypotheses. Students from five prestigious Pakistani business schools provided a total of 849 replies. The measurement model and structural model were both analyzed using the partial least square (PLS) method. The findings show that virtual community engagement and participation have a positive and significant impact on virtual community trust. Although virtual community engagement has a positive effect on brand trust, we found no evidence of a link between virtual community participation and brand trust. Later, these trusts positively influence brand choice. This study has several managerial implications. The suggested model of this study helps managers to get customers' insight, choose the right target market, and set integrated marketing communication strategies besides social media marketing strategies. The study represents a new perspective of consumer behavior that helps to understand how a customer behaves in virtual communities to trust and take the final decision to purchase.

• Journal of Family Resource Management and Policy Review
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• v.22 no.4
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• pp.1-15
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• 2018

The purposes of this study is to analyze the leisure behaviors of single households in Korea on the basis of generation, and identify leisure characteristics or factors that influence levels of happiness in these households. The sample comprised 1,144 single householders, among whom 74 belong to the teenage generation, 288 are of the eco generation, 154 belong to generation X, 104 are baby boomers, and 524 are of the older generation. Various leisure characteristics were compared across the generations, namely, conditions for leisure, degree of leisure participation, level of work-leisure balance, persistence of participation, and type of activity. Results showed differences in leisure characteristics and leisure factors that influence levels of happiness among the generations.

• Korean Journal of Human Ecology
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• v.8 no.1
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• pp.45-62
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• 1999

The purpose of this study was to investigate the money management behavior of adolescents and to examine the demographic variables and consumer behaviors which influence the money management. The subjects were 347 high school students in Chonju, Korea. The main results were as follows; 1) The mean score of the money management behavior of adolescents were 3.06. Among the variables, evaluating showed the highest score, and implementing was the second highest score. 2) The significant variables which influence the money management for adolescents were application of the information sources, sex, reference group, participation of the financial decision-making for the family, number of the siblings, tendency for materialism.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2001.10a
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• pp.184-187
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• 2001

The purpose of this study is to find the perceived risk which influences consumers' purchase attitudes so that consumers' participation in electronic commerce could be enhanced. Consumer behavior involves risk in the sense that any action of a consumer will produce consequences which one cannot anticipate, and some of which are at least likely to be unpleasant. The types of perceived risks are financial risk, performance risk, social risk, psychological risk, time loss, opportunity loss, privacy risk, fashion loss, delivery risk, seller's response risk and seller's fraud risk The findings are as follows: $\circled1$ The financial risk, performance risk, time loss, delivery risk, seller's response risk and seller's fraud risk have negative effects on the consumers' purchase attitudes. $\circled2$ There is no difference in the level of perceived risk according to the demographic factors such as age, education and income level.

• Journal of the Korean Society of Clothing and Textiles
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• v.14 no.2
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• pp.137-151
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• 1990

Changes in male roles and lifestyle in recent years have brought about an increased interest in appearance and apparel for men. The purpose of this study was to classify consumers into categories based on style of men's business suits and describe the resulting categories in terms of lifestyle, clothing behavior, appearance and demographic variables. Data were obtained from questionnaires completed by 513 consumers 20-69 years of age living in Seoul, and analyzed by factor analysis, multiple discriminant analysis, one-way ANOVA, CROSSTAB, and S-N-K test. Resulting categories of consumers were labeled as formal, semi-formal and casual. Descrip-tive profiles of the three categories were developed differently by 2 lifestyle factors (positive opinion leadership, social participation), 1 clothing factor (conformity), 2 appearance factors (conservative, energetic), and 2 demographic variables (age, marital status). The semi-formal type of man is significantly different from the two other types in his group activities that require social participation and opinion leadership. The formal type is significantly different from the two other types in his conformity in clothing and conservative appearance. The majority of formal and semi-formal types of men were 25-39 years of age and married, while the casual type was younger and unmarried.

• Journal of Sport and Applied Science
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• v.8 no.3
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• pp.13-19
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• 2024

Purpose: This study aims to investigate the consumption patterns of the MZ generation in relation to eSports and traditional professional sports, focusing on the similarities and differences in spending behavior on game items and professional sports viewing. Research design, data, and methodology: The research utilizes a comparative analysis of eSports and professional sports consumption trends within the MZ generation. Data was collected through surveys targeting MZ generation consumers and analyzed using statistical methods to assess the impact of consumption behaviors on spending. The study particularly focuses on the expenditure behaviors in game items (eSports) versus traditional sports viewing expenses. Results: The analysis revealed that the MZ generation displays distinct consumption behaviors between eSports and traditional sports. eSports consumption is characterized by higher spending on in-game items, driven by personalization and competitive advantages, whereas spending on professional sports viewing is influenced by fan loyalty and event participation. Conclusions: The findings underscore the growing economic significance of eSports, driven by the unique consumption behaviors of the MZ generation. These insights suggest that the eSports industry should continue to adapt its strategies to capitalize on this trend, while traditional sports organizations may need to innovate in engagement strategies to maintain consumer interest and expenditure.

• Korean Journal of Human Ecology
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• v.21 no.6
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• pp.1129-1144
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• 2012

The purpose of this study was to investigate the gender difference in adolescent's problem behavior and depression, and The main aim of this study was to develop a fundamental web design to provide information content that would be easy for average consumers to understand based on the classification of information related to food safety. Based on the information obtained through in-depth interviews, the researchers developed an information classification system that meets the needs of consumers, and which serve as a basic framework for a homepage for a food safety information center. A total of 62 food items in 6 areas were selected based on reports of food safety related events occurring between 1998-2009 (KFDA 2008). The classification system of risk factors such as chemical risk factors and biological risk factors were categorized. The specific features of the information content for individual food items provided for classification based on evaluation by professional food scientists and the importance of risk factors. By providing a consumer participation section and company participation section, it was anticipated that the food safety information center would be able to act as a moderator for food safety information communication among consumers, the food industry, and the government. Based on the development of a classification system and framework, a design plan and tree-map for the internet site was developed.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.221-232
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• 2017

In recent years, the development and market participation of major makers of next-generation eco-friendly vehicles has been accelerating. Consumer interest has also increased. Consumer characteristics, consumption type, characteristics of next-generation eco-friendly vehicles, and government policies on next-the results of this study are as follows. As a result of this study, it was found that the characteristics of consumers (by sex, age, monthly average income), types of consumers (price value pursuit type, individual value pursuit type), There was no significant difference between the consumers, and the purchasing intention was not significantly different by gender, age, and monthly income, but there was a significant difference in purchase intention according to the type of consumer. The positive effects of consumer purchase behavior on brand image, color, design, etc, have positive (+) effect on eco - friendly vehicles. And social environment value seeking type among consumer types are significant in relation to purchase intention. To have three support the government's carbon dioxide (per ton of 5,000 won, per ton of 10,000 won), national or local government vehicle price support directly gasolin tax, disel tax, carbon taxes, such as fuel-related tax relief, etc. was found to have positive effect.

• Management & Information Systems Review
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• v.36 no.4
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• pp.187-209
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• 2017

Service industry performance and competitive advantage depend on the attitudes and behavior of customer service employees who produce and deliver services through contact with customers. Most studies on customer service employees so far have concentrated on kindness, attitudes, or benefits. This study focuses on the increasing importance of customer service employees and intends to study them from the viewpoint of human brands that recognize customer service employees as a brand. In addition to the role of the employee at the service contact point, the customer participation behavior affects the interaction process with the customer service employee. Ultimately, customers could no longer be excluded from control to improve service quality. This study based on theory that the human brand characteristics of the customer service employees lead the customer's participation, which has a positive effect on the relationship with the service brand and the service brand attitude surveyed and analyzed customers who use service brand. This study is summarized as follows. First, the relationship between the service brand and the customer is examined. Second, this study also expands prior studies by examining the human brand characteristics of customer service employees and customers' willingness to participate in providing information on the impact of the consumer-brand relationship. The results of the study indicate that among the customer service employees' human brand characteristics reliability, familiarity, and empathy were found to affect the relationship between customers, the service brand, and the attitude toward the service brand the most. This study provides important implications for theoretical and practical strategies by examining the qualities and characteristics of customer service employees, which are the most important agents of marketing.