• Management & Information Systems Review
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• v.39 no.2
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• pp.95-112
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• 2020

This study intends to identify the main triggers of consumer participation behavior by multi-dimensionally reviewing factors affecting active participation behavior in order for consumers to receive better service at service encounter. We also want to review the impact of service contact employees' human services on consumers' experience of positive and negative emotions while performing participation behavior. This study targeted beauty salon services. Beauty salon services are one of the most important industries for human services because of the relatively long time interaction and the high degree of consumer participation that has a great influence on service outcomes. For an empirical analysis survey was conducted on 446 general consumers. SPSS and AMOS analysis was performed. The results of this study are as follows. First, relational benefits were not significant for consumer participation behavior, and functional benefits and hedonic benefits were significant. Consumer participation behavior was found to have a significant effect on positive emotions, but not on negative emotions. It has been shown that the service provider's human service has a significant effect on both positive and negative emotions. Finally, both positive and negative emotions were found to have a significant effect on service quality. Since beauty services are an industry with high social visibility, it has been shown that relational benefits does not significantly affect consumer participation. Negative emotions perceived by consumers did not significantly affect service quality. It may mean that some negative emotions are insignificant. Further studies will need to classify the negative emotion dimension more closely. It is necessary to review the feelings arising from service employees. Finally, it is necessary to review the various types of services of contact employees.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.123-134
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• 2010

Considering the benefits for both consumers and suppliers, firms are taking advantage of the Internet as a medium to communicate with and sell products to their consumers. This trend makes the online shopping environment a growing field for both researchers and practitioners. This paper contributes by testing a model of online consumer behavior with websites varying in levels of hedonism. Unlike past studies, we included all three types of emotions (arousal, pleasure, and dominance) and flow into the model. In this study, we assumed that website interfaces, such as background colors, music, and fonts impact the three types of emotions at the initial exposure to the site (Mazaheri, Richard, and Laroche, 2011). In turn, these emotions influence flow and consumers' perceptions of the site atmospherics-perception of site informativeness, effectiveness, and entertainment. This assumption is consistent with Zajonc (1980) who argued that affective reactions are independent of perceptual and cognitive operations and can influence responses. We, then, propose that the perceptions of site atmospherics along with flow, influence customers' attitudes toward the website and toward the product, site involvement, and purchase intentions. In addition, we studied the moderating impact of the level of hedonism of websites on all the relationship in the model. Thus, the path coefficients were compared between "high" and "low" hedonic websites. We used 39 real websites from 12 product categories (8 services and 4 physical goods) to test the model. Among them, 20 were perceived as high hedonic and 19 as low hedonic by the respondents. The result of EQS 6.1 support the overall model: $\chi^2$=1787 (df=504), CFI=.994; RMSEA=.031. All the hypotheses were significant. In addition, the results of multi-groups analyses reveal several non-invariant structural paths between high and low hedonic website groups. The findings supported the model regarding the influence of the three types of emotions on customers' perceptions of site atmospherics, flow, and other customer behavior variables. It was found that pleasure strongly influenced site attitudes and perceptions of site entertainment. Arousal positively impacted the other two types of emotions, perceptions of site informativeness, and site involvement. Additionally, the influence of arousal on flow was found to be highly significant. The results suggested a strong association between dominance and customers' perceptions of site effectiveness. Dominance was also found to be associated with site attitudes and flow. Moreover, the findings suggested that site involvement and attitudes toward the product are the most important antecedents of purchase intentions. Site informativeness and flow also significantly influenced purchase intentions. The results of multi-group analysis supported the moderating impacts of hedonism of the websites. Compared to low (high) hedonic sites, the impacts of utilitarian (hedonic) attributes on other variables were stronger in high (low) hedonic websites. Among the three types of emotions, dominance (controlling feelings) effects were stronger in high hedonic sites and pleasure effects were stronger in low hedonic sites. Moreover, the impact of site informativeness was stronger for high hedonic websites compared to their low-hedonic counterparts. On the other hand, the influence of effectiveness of information on perceptions of site informativeness and the impact of site involvement on product attitudes were stronger for low hedonic websites than for high hedonic ones.

• Science of Emotion and Sensibility
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• v.15 no.2
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• pp.209-222
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• 2012

This study tests a model that physical environment for shopping experience consist of the emotional responses of consumers and the effect of it's behavioral reactions. Specifically, this study have discussed how to perceive the attractive environment for customers, how to induce positive feelings or negative, how to form a switching barriers, how to lead loyalty. This findings can be summarized as follows. The results show that the models fit the data well and that nearly all of the hypothesized relationship construct are supported. First, attractive physical environment of the store had an significant effect on positive emotions to customers. Second, positive emotions that customers response about physical environment of store have an significant effect on switching barriers and loyalty. Third, the switching barriers formed in the consumer's mind to store have a significant effect a positive loyalty. The results present that attractive physical environment of stores have been thought to be key to switching barriers and customer loyalty.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.61-71
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• 2019

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.182-199
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• 2021

This study was designed by paying attention to the negative aspects of the performing arts service. As interest in performing arts increases, various studies on services are being conducted in the performing arts field as well. However, although research on the positive side of performing arts services is steadily increasing, research on the negative side is insufficient. In this study, the limitations of existing studies were supplemented and the study was conducted by applying the Stimulus-Organism-Response (S-O-R) model for empirical research. The effect of failure of performing arts service as a stimulus variable on the response to complaint behavior through negative emotion as an organism was verified. As a result of the analysis, it was found that among the factors of failure in performing arts services, performance works and personal services had a significant influence on negative emotions. In addition, the influence of negative emotions on public and private complaints was confirmed. Lastly, this study will have academic significance in that it analyzed consumers by converting the factors of service failure of performing arts into variables.

• Journal of Distribution Science
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• v.9 no.4
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• pp.75-82
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• 2011

Along with economic development, the service industry is growing as days go by. Therefore, companies should maximize customer satisfaction through continuous changes by providing services which are suitable for customer needs. The general service industry has a decisive effect on the rate of growth and profitability of a superior business. Therefore, many companies try to provide the best customer service to increase profitability. Because service to a customer is delivered through interactions with the employee, the employee's attitude has a strong influence on the customer's satisfaction level. For these, most service industries are required to provide new types of labor. It is often referred to 'Emotional Labor', and that is different from physical and mental labor. Service providers always provide a service for the customers with a smile, even though they conceal their emotions. The Purpose of this study is to identify theologically the fact of that Sales Workers at Department Stores emotional labor, according to the economization of service, has become to decide the predominance of competition among companies and represents the quality of service ; to confirm that their emotion management is a crucial part of the work; to identify the correlation among job stress and job satisfaction which are experienced in the process of performing display rules required by organization. To practice them, this study deals with the theological consideration of the emotional labor, job stress and job satisfaction. This study proceeded to evaluate how the emotional labor of sales workers at department stores effected on their job stress and satisfaction. The result of this study will be summarized below. First of all, the frequency of emotional display and attentiveness required to display emotions both have a similar effect on the level of job stress. In the case of the emotional dissonance, there isn't a great amount of proof that it effects the job stress. That shows us that the aspect of the latter, they express the feelings on their daily lives less than the former by the public awareness and gaze. so, once they could accept the latter, the effect on the job stress would be vanished. Second, a study was performed to figure out the effect of emotional labor on job stress. As a result, none of them make negative effects on the job satisfaction but the attentiveness to required display rules even have positive effects on it. that means the emotional labor has an indirect effect on the job satisfaction through some intermediation stuff. Third, the role conflict of job stress factors has a negative effect on job satisfaction, Although role ambiguity has a negative effect on that as well, I couldn't find appropriate proof for that. As far as I figured out, job stress can only increase job dissatisfaction. In other hands, the sales workers would have tendencies to have more motivation to work hard rather than reveal their job stress and complain about work. Finally, emotional laborers always work close to job stress. This can maximize service for the customers, but it increases stress of the laborers providing services at the same time. Then, they can not provide high quality service. It is no doubt that we need to begin managing it systematically. In conclusion, the work satisfaction of the sales workers is connected to the service quality for the customers directly.

• The Journal of the Korea Contents Association
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• v.14 no.1
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• pp.423-434
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• 2014

This study examined the relative effects of positive and negative reinforcement on customer service behaviors. In addition, we examined whether the intervention would lead to response generalization on non-target behaviors. Five employees at three different convenient stores participated and ABC/ACB within-subject design was adopted. For the three participants, followed by the baseline(A), the positive reinforcement was first introduced(B) and the negative reinforcement(C) was introduced for the next phase. For the remaining two participants, the negative reinforcement(C) was first introduced after baseline(A) and the positive reinforcement (B) was introduced. Results showed a greater improvement in target behaviors under the positive reinforcement condition than that of the negative reinforcement condition. In addition, both reinforcement condition cause response generalization on non-targeted service behaviors, however, the comparable effects was found between two reinforcement conditions. Post-interview indicated that participants experienced positive emotions under positive reinforcement condition and negative emotions under negative reinforcement condition. These results suggest that the he techniques using positive reinforcement can be more effective and efficient to improve the work performance.

• Management & Information Systems Review
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• v.30 no.1
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• pp.1-37
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• 2011

Prior researches on Internet shopping have focused on cognitive, technological factors, but this research is focused on emotions experienced during internet shopping. Examines emotion types experienced during internet shopping and shopping mall characteristics influencing emotional response and effect of emotions on internet shopping behavior, specifically focusing on shopping motivation difference. The data, collected from a sample of 323 internet shoppers, indicate that emotion types experienced during internet shopping and shopping mall characteristics influencing emotional response and emotional response influencing internet shopping behavior are difference among shopping motivation. Theses results provide insights on internet shopping mall management according to shopping motivation.

• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.795-811
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• 2008

The purpose of this study is the structural relations will be examined among the VMD image of clothe stores, emotional reactions of brand awareness, brand image, brand attitude, and purchase intention. An empirical study in experimental design was conducted to female college students in their twenties, who made a huge influential group in the fashion industry, by considering the VMD characteristics of clothing shops. It measured the effects of VMD based on the changes to the consumer attitude before and after the VMD renewals, the correlations between brand recognition and VMD, and the influences of VMD on brand recognition and image, which were considered as important factors in creating brand assets. The research findings were as follows: 1. There were differences in emotional reactions according to the VMD image changes before and after renewal. Considering that the consumers recognized the VMD changes before and after renewal and showed different emotional reactions, the VMD image seems to be a major variable affecting their emotions. 2. As for the changes to the VMD image and brand image before and after renewal, the consumers recognized the VMD changes before and after renewal and consequently recognized the brad images differently, which implies that brand image can vary according to the effects of VMD renewal and changes to the VMD image.

• Fashion & Textile Research Journal
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• v.22 no.5
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• pp.639-649
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• 2020

This study investigates consumer opinions of clothing care and provides fundamental data to decision-making for oncoming development of clothing care system. Textom, a web-matrix program, was used to analyze big data collected from Naver and Daum with a keyword of "clothing care" from March 2019 to February 2020. A total of 22, 187 texts were shown from the big data collection. Collected big data were analyzed using text-mining, network, and CONCOR analysis. The results of this study were as follows. First, many keywords related to clothing care were shown from the result of frequency analysis such as style, Dryer, LG Electronics, Product, Customer, Clothing, and Styler. Consumers were well recognizing and having an interest in recent information related to the clothing care system. Second, various keywords such as product, function, brand, and performance, were linked to each other which were fundamentally related to the clothing care. The interest in products of the clothing care system were linked to product brands that were also naturally linked to consumer interest. Third, the keywords in the network showed similar attributes from the result of CONCOR analysis that were classified into 4 groups such as the characteristics of purchase, product, performance, and interest. Lastly, positive emotions including goodwill, interest, and joy on the clothing care system were strongly expressed from the result of the sentimental analysis.