• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• The Journal of Society for e-Business Studies
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• v.13 no.3
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• pp.137-152
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• 2008

Customer's trust is one of major competitiveness sources along with price in Internet Web-based B2C e-commerce business. In general, trust is defined as the attitude that is established by a trustor when trustworthiness exists in a trustee and is perceived by a trustor. Designing e-commerce websites is important in that e-commerce website is understood as a means of constructing perceived trustworthiness and delivering it to customers. In this study 50 participants were interviewed and total of 831 participants responded to the survey questionnaire to investigate design factors influencing the perceived trustworthiness in e-commerce websites. Nine design factors were derived as the perceived trustworthiness-related design factors, and only six out of nine design factors were found as having significant effects on the perceived trustworthiness of e-commerce websites. In addition, the significant design factors were different according to gender and ages of e-commerce customers.

• Fashion & Textile Research Journal
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• v.14 no.5
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• pp.791-802
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• 2012

This study promotes education, purchase, and advertisement activities related to eco-friendly apparel products. The study examined college students and their demographic characteristics, their recognition of and interest in, knowledge, purchase, and attitude towards advertisements related to eco-friendly apparel products. In this study, 337 students from various universities in Daejeon participated in a questionnaire survey from March 7 to March 25, 2011. The collected materials were analyzed by frequency analysis, factor analysis, cluster analysis, cross tabulations analysis, and t-test using SPSS 18.0 software. The results of these tests revealed that more students from the upper grades belonged to the Environmentally Friendly Group compared to those in the Non-environmentally Friendly Group. It was also found that students in the Environmentally Friendly Group had a higher level of consciousness and expressed a greater interest in eco-friendly apparel products as well as towards the launch of educational programs. Additionally, this group was more supportive of the need for new courses and had a higher likelihood to enroll in these courses. The research results revealed that (compared to the Non-environmentally Friendly Group) the Environmentally Friendly Group exhibited a greater satisfaction with the designs of eco-friendly apparel products and had more experience to examine advertisements about eco-friendly apparel products; in addition, they expressed a higher likability and reliability to these advertisements. The results also showed that the Environmentally Friendly Group believed that advertisements had persuasive power and were quite impressive in recalling the advertisements.

• Archives of design research
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• v.19 no.5 s.67
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• pp.243-254
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• 2006

Maniac consumers have a ripple effect on marketing because they are the main body of trends and consumer economy. So It is very important that we should first read needs and wants - in other words, psychological motives. And then we should find maniac consumer segments. This is an exploratory study that was done to obtain an insight for the new maniac consumer market segmentation. It examined the definition and characteristics of digital maniacs in Korea, and it carried out a literature study on consumers who have a similar consumption trend as the maniac users as a pre-study. Also, it looked into the trends and values of the maniac community in Korea, using the previous study's scale for innovative consumers. Next, the study interviewed maniac users using the first data and focused on discovering and grouping the new maniac segments based on the results. The study analyzed the purchase behaviors, decision-making, attitude for involvement and potential needs of the digital maniacs in Korea, and it discovered the segments for the segmentation of maniacs so it could find out the disposition and status of the digital maniacs. Such approach can be used as a strategical due for maniac target marketing and design(customer-oriented marketing and design) in the future.

• Journal of the Korean Society of Food Culture
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• v.33 no.4
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• pp.394-401
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• 2018

This study was conducted to investigate the effects of health lifestyle on high protein snack selection attributes and purchase behaviors among individuals aged 20-30 with high protein snack intake. In addition, the relationship between perception, attitude, satisfaction and recommendation of high protein snacks was invested. Finally, this study aims to provide basic information for marketing high-protein snacks and customized high protein snacks. Analysis of the selection attributes most important for healthy lifestyle, revealed significant differences among all groups excluding the external seeking group (p<0.001). The free living group regarded trust as one of the most important attributes of high protein snack selection, and both the tempered control group and the low-interest group found sensation and price factor to be important. Therefore, when developing high-protein snacks, it is important to determine which attributes of the snack will be highlighted by segmenting the consumer into health lifestyles. Focusing on what ingredients are used to develop high-protein snacks and nutritional ingredients is also important when targeting a free lifestyle group as the main customer. In addition, developing snacks that do not offer depending on the protein content is important when targeting a temperate management group or a low-interest group.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.348-359
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• 2013

The core of contents monetization is the consumer's willingness to pay. In the past, the terrestrial contents can be used through the frequency for free. As the terrestrial contents use via online services has been increased, the importance of willingness to pay for the broadcasting contents is getting bigger. To find critical factors which can influence on the willingness to pay for the terrestrial contents, independent factors are categorized into three. The independent factors are users' awareness for copyright protection, contents characteristics, and platform characteristics. The results show that attitude for paying, subjective norms for copyright protection, rapid providing of contents, quality of service, social critical point, and expected service value are found out as significant factors. This result implies that it is necessary to enhance platform competitiveness to survive in convergence environment and customer relationships should be reinforced to maintain them as loyal customers.

• The Journal of the Korea Contents Association
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• v.9 no.2
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• pp.270-278
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• 2009

Mobile web browsing services that bring the full PC browsing experience to customer's mobile handset have been emerged. This study is to investigate the intention to use mobile web browsing based on Technology Acceptance Model(TAM) which has been widely used to explain and predict the IT acceptance and incorporated with self-efficacy which was identified as an important determinant of user's new technology adoption in recent literature on technology acceptance. Specifically, from a theoretical perspective, this study not only clarifies mobile self-efficacy, but also develops an instrument to measure the concept of mobile self-efficacy. The results indicate that both computer self-efficacy and mobile self-efficacy directly influence perceived ease of use, and that perceived ease of use enhance perceived usefulness. And the findings indicate that perceived ease of use and usefulness have direct effects on attitude and then it is positively associated with intention to use mobile web browsing. Therefore, the findings imply that mobile self-efficacy can be employed as an important variable in examining user's intention for various mobile services to come in future.

• The Journal of Industrial Distribution & Business
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• v.10 no.8
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• pp.25-32
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• 2019

Purpose - This study aims to explore women's beauty industry market and growth development by identifying the main factors of women's perception of skin health care. Research design, data, and methodology - The survey was conducted on women aged 20 to 60 living in Seoul. For the statistical analysis, frequency analysis, t-test and one-way ANOVA were conducted, and significant differences in p<0.05 were tested through the multiple range test of the Scheffe. The factor analysis was conducted to verify the validity of questions, and the reliability was determined by the coefficient of Cronbach's α. Results - The lower the age, the higher the perception of the skin, and women pay a higher price for skin health as a provisional customer. 'Acne care' was the most common skin condition (32.8%), 'life style' (79.8%) was the most important part of skin care. Final education was the highest level of skin care for women with a professional background (M=3.41) (F=4.028, p<.05). Conclusions - The differences in the recognition of health knowledge by age, marital status, and household monthly income were significant, but there was no difference between jobs and final education. Customers who use less skin care than customers who frequently use the skin care center were more aware of skin health, and women who have a high awareness of skin are more interested in aging and regenerating due to the skin care.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.4
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• pp.33-40
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• 2012

The major purpose of this study is to examine the moderating role of affect intensity, an important individual difference variable, upon affect formation based upon PAD framework from the experience of some dimensions of tavel aency or company. Research findings from the analysis of empirical data are as follow. First of all, four factors of customer's experience of travel agency(Resposiveness; Courtesy; Competency; Differentiation) are related to three affect represented by PAD framework(Pleasure; Arousal; Dominance). Moreover factors of experiences have differential influence upon formation of affective responses. Secondly, customers' Affect Intensity has moderating effects upon the formation of affects by the experience from dimensions of travel agency. The third finding is that the affect induced by travel agency has differential influence upon the formation of attitude toward travel agency and the formation of intention of repurchase of the travel service from that agency.

• The Journal of Society for e-Business Studies
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• v.23 no.2
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• pp.49-65
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• 2018

The purpose of the research is to identify the effects of brand evidence, brand personality and negative factors on extended brand trust and customer purchase intention in IoT (Internet of Things) service. Negative factors include scarcity marketing and privacy concern. To achieve this objective, we analyzed the 269 respondents who had used Xiaomi products at least more than once. The results of this study are as follows: First, it was found that core service, self-image congruence of brand evidence and brand personality has a positive influence on extended brand trust. But, perceived price of brand evidence is not related to extended brand trust. Secondly, Scarcity marketing influenced extended brand trust. But, Privacy concern is not related to extended brand trust. Consumers did not realize privacy because of technological innovation of IoT. Thus, the research has a different significance from antecedent research.