• 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 the Korea Academia-Industrial cooperation Society
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• v.16 no.12
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• pp.8800-8811
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• 2015

When the crucial role of the agent in communicating with the customer is acknowledged well enough to relieve the agent's stress, it will lead to the decrease of the agent's emotional labor and the improvement of the business organization's performance simultaneously. However, the research on the relationship between information system and the emotional labor has been scarcely conducted even though the importance of the emotional labor is actively researched and discussed these days. Therefore, much effort has been put in this study to fine out how the quality of airline call center information system affects expectations-conformation and how expectations-conformation and self-efficacy affect performance of Emotional Labors. Analysis of the results to target a call center agent 436 people, When you provide them with quality information systems, it increased satisfaction and pride in their job. This mechanisms subsequently reduces the strength of the emotion labor, which ultimately improves the service performance. The implications of this study can be summarized as following: First, this research presented practical guidelines to the organization's decision-makers related to the airline call center operations in order to introduce and expand successful call center information system. Second, this research suggested the possible method to inspect and diagnose the system by way of applying the measurement model mentioned in this research into the airline information system and analyzing it. Third, the performance-measuring model developed in order to measure the performance of the airline call center information system can also be used when we carry out the performance-measuring task in the similar information system as the basis of diagnosing the situation and presenting the driving directions.

• Journal of KIISE:Computing Practices and Letters
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• v.10 no.2
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• pp.174-188
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• 2004

In the life environment changed with not only the quality and the price of the products but also the material abundance, it is the most crucial factor for the strategy of product sales to investigate consumer's sensibility and preference degree. In this perspective, it is necessary to design and merchandise the products in cope with each consumer's sensibility and needs as well as its functional aspects. In this paper, we propose the Fashion Design Recommender Agent System (FDRAS-pro) for textile design applying collaborative filtering personalization technique as one of the methods of material development centered on consumer's sensibility and preference. For a collaborative filtering system based on textile, Representative-Attribute Neighborhood is adopted to determine the number or neighbors that will be used for preferences estimation. Pearson's Correlation Coefficient is used to calculate similarity weights among users. We build a database founded on the sensibility adjectives to develop textile designs by extracting the representative sensibility adjectives from users' sensibility and preferences about textile designs. FDRAS-pro recommends textile designs to a customer who has a similar propensity about textile. To investigate the sensibility and emotion according to the effect of design factors, fertile designs were analyzed in terms of 9 design factors, such as, motif source, motif-background ratio, motif variation, motif interpretation, motif arrangement, motif articulation, hue contrast, value contrast, chroma contrast. Finally, we plan to conduct empirical applications to verify the adequacy and the validity of our system.

• Journal of the Ergonomics Society of Korea
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• v.35 no.6
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• pp.535-550
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• 2016

Objective: To enhance user experience of the product by using "wow" materials and parts, a framework for participatory emotional design and evaluation was proposed and validated through a case study in this paper. Background: Customers in recent days value a product which provides new feeling and images they want to get while interacting with it beyond its function, quality, and usability. Since the product consists of various parts and materials, "wow" materials and parts which can affect the customer's feeling and emotions are the essential components for changing the user experience. Method: A framework for participatory and human sensibility ergonomic design was considered and applied on developing the aesthetically and emotionally affecting glass panels of changing colors. Design experts defined a target market for this multicolor glass panels and modified the existing designing goal. Constraints for this design modification were identified by market trend research and consulting with the company which owns the technology for checking out its feasibility. The company developed and provided prototype samples as well as their competing materials. Quantitative and qualitative evaluation of the emotional quality was conducted to validate whether the design goal was achieved successfully. Results: The target market for the developing materials was defined as finishing for the buildings. The designing goal was set as to feed new visual sensation of clean and colorful images. The emotional quality of two different types of multicolor glass panels and an ordinary unicolor panel were evaluated quantitatively with semantic differential method. Results showed that the emotion of the subjects for the multicolor glass panels can be abstracted into two dimensions; named 'colorfulness' and 'harmony'. It was found that the developed samples got higher scores in emotional quality for both dimensions compared to the ordinary one. Age was found to be a significant factor for evaluating the emotional quality of colorfulness. Conclusion and Applications: The proposed framework is a valid approach for enhancing the user experience of the product by participatory design of emotional materials and parts. This framework can be applied easily on the emotional design and evaluation of different materials and components.

• Korean Association of Arts Management
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• no.60
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• pp.155-191
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• 2021

The purpose of this study is to analyze the effect of art and culture experience according to art and culture perception on art and culture consumption. Accordingly, the perception expressed through the experiences of consumers was defined as the delivery of art and culture marketing strategies, and the behavior of consumers enjoying art and culture was measured. The research data were analyzed through an online survey. As a result of the analysis, sense, relation had a significant effect on the hedonistic factor, and the act, sense, emotion and relation had significant effects on the other's consciousness, and the behavioral and emotional factors had a significant effect on the intentional factors. The implication from the experience of relationships with others was found to have a negative(-) effect on all factors, which means to be the result of consumers' anxiety in enjoying art due to the pandemic. It is necessary to develop an online business model for consumers who naturally avoid it, and to narrow the gap between online and offline art and culture. Second, it is thought that sponsorship from companies is necessary so that artists who provide art and culture can produce high-quality contents. In the future, if it was studied the relationship between not only consumers who enjoy art and culture, but also suppliers and artists who provide art and culture, it will be able to understand the culture in-depth.

• Asia Marketing Journal
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• v.14 no.1
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• pp.131-157
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• 2012

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses. To address this question, the classic theory of psychological reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom. For example, if individuals think they are free to engage in behaviors .v, y, or z, then threatening their freedom to engage in x would cause psychological reactance. This reactance could be reduced by an increase in the perceived attractiveness of engaging in, the threatened behavior(Kivetz 2005). This investigation seeks to extend existing switching barrier research in three important ways. First, while the past research has emphasized only positive role of switching barrier, this study address negative role of it by applying psychological reactance theory. Second, to find negative results of switching barrier, I suggest negative psychological response including regret to the past choice, resentment to the present provider, and strong desire to the alternative provider. Third, I suggest the perceived severity of the switching barriers, the attractiveness of the alternative as switching-frustrated situation which can lead to negative results. And, in addition to these relationships, I added moderated effects of perceived justice for better explanation. So this study includes the following hypotheses. H1-1 ~ H1-3: The attractiveness of the alternative has a positive effect regret to the past choice (h1-1), resentment to the present provider (h1-2), and strong desire to the alternative provider (h1-3). H2-1 ~ H2-3 : The perceived severity of the switching barrier has a positive effect regret to the past choice (h2-1), resentment to the present provider (h2-2), and strong desire to the alternative provider (h2-3). H3-1 ~ H3-3 : The positive relationships between the attractiveness of the alternative and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. H4-1 ~ H4-3 : The positive relationships between the perceived severity of the switching barrier and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. Survey research is employed to test hypotheses involving perceived severity of the switching barrier(Hess 2008), attractiveness of the alternative(Anderson and Narus 1990; Ohanian 1990),regret(Glovich and Medvec 1995), resentment, strong desire(Alcohol Urge Questionaire: Bohn et al. 1995), perceived justice(Bies and Moag 1986; Clemmer 1993; Lind and Tyler 1998). Previous researches, such as reactance theory, emotion and service failure, have been referenced to measure constructs. All items were measured on a 7-point Likert scale ranging from "strongly disagree" to "strongly agree". We collected data involving various service field, and used 249 respondents to analyze these data using the moderated regression. The results of our analysis suggest, as expected, that the perceived severity of the switching barrier had positive effects on regret to the past choice(b = .197, p< .01), resentment to the present provider(b = .214, p< .01), and strong desire to the alternative provider(b = .254, p< .001). And the attractiveness of the alternative had positive effects on regret to the past choice(b = .353, p<.001), resentment to the present provider(b = .174, p< .01), and strong desire to the alternative provider(b = .265, p< .001). However, our findings indicate perceived justice partly moderates relationship between switching-frustrated situation and psychological negative response. The study has brought to light a number of insights between switching barriers and consumer' negative responses that have been subject to little prior research. In particular, this study adds to the existing understanding of the psychological responses to switching barriers in switching- frustrated situation. This research therefore has significance to marketers for strategic marketing programs, particularly in terms of customer retention and switching barrier strategies. Since consumers could exhibit negative responses to switching barrier, companies would be able to lose their customer when they thoughtlessly use switching barrier for remaining customer. Although the study has these contributions, there are several limitations including unsupported hypotheses and research method. So, we need to make up for these limitations in the future researches.

• 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.