• Journal of Fashion Business
• /
• v.19 no.6
• /
• pp.1-13
• /
• 2015

This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness. A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers' impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers' impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.

• Korean Institute of Interior Design Journal
• /
• v.27 no.3
• /
• pp.108-115
• /
• 2018

The atmosphere is a popular word in everyday life. There is often an atmosphere when we enter a particular place. As if to say, The mood is perceived as an emotional and subjective word. Atmosphere is subjective and there are different feelings, but there are definitely certain feelings that people can relate to. The researcher examines the question in the paper and analyzes how the atmosphere in the space could be explained. So I will research about $B{\ddot{o}}hme^{\prime}s$ aesthetics which is called atmosphere. and analysis how his atmosphere is applied in nowadays art. So this study has two purposes. First is the notion of the atmosphere, not the atmosphere of rational perspective, it's about emotional and perceptual experiences. Therefore a connection about audience and arts is the most important focus in atmosphere. So the other purpose is Olafur Eliasson's Atmosphere. he is an artist about this perception. His work requires spectator intervention and participation to make it a perfect art. There is also a element in Eliasson's philosophy, in which the perceptual experiences of visitor's relationship between the work and the viewer, and eliminates the boundary as a perceptual expression.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.3_4
• /
• pp.492-502
• /
• 2002

The purpose of this study was to investigate the advertising appeals and consumption values expressed on cosmetic advertisements in Adolescent's magazines from 1973 to 2000. The data for longitudinal content analysis were collected from Adolescent's magazine : Junior Joongang(1973.3∼1985.12), Highteen(1986.1∼1994.9), Cci(1994.l0∼2000.12). Collected data was consisted of 542 advertisements. 1. The product categories in cosmetics advertisements, the major were Base Make-up in the past but the number of Color Make-up, Functional Make-up, and Hair-related Products had increased in 1990s. Also, there were more increasing number of imported products than domestics. 2. The trend of appeals showed change according to time and society. Overall, a great many of cosmetic advertisements had emotional approach. Before the middle of the 1980's emotional approach had decreased, and mixed(rational and emotional) approach were dominated in 1990s. 3. The major consumption values in cosmetics advertisements were effective value. Especially, it had increased from 1990s. And esthetic value was dominated in the middle of the 1970s.

• Journal of the Korea Society of Computer and Information
• /
• v.24 no.1
• /
• pp.49-55
• /
• 2019

The character dialogue created by AI is unnatural when compared with human-made dialogue, and it can not reveal the character's personality properly in spite of remarkable development of AI. The purpose of this paper is to classify characters through the linguistic style and to investigate the relation of the specific linguistic style with the personality. We analyzed the dialogues of 92 characters selected from total 60 movies categorized four movie genres, such as romantic comedy, action, comedy and horror/thriller, using Linguistic Inquiry and Word Count (LIWC), a text analysis software. As a result, we confirmed that there is a unique language style according to genre. Especially, we could find that the emotional tone than analytical thinking are two important features to classify. They were analyzed as very important features for classification as the precision and recall is over 78% for romantic comedy and action. However, the precision and recall were 66% and 50% for comedy and horror/thriller. Their impact on classification was less than romantic comedy and action genre. The characters of romantic comedy deal with the affection between men and women using a very high value of emotional tone than analytical thinking. The characters of action genre who need rational judgment to perform mission have much greater analytical thinking than emotional tone. Additionally, in the case of comedy and horror/thriller, we analyzed that they have many kinds of characters and that characters often change their personalities in the story.

• Journal of Global Scholars of Marketing Science
• /
• v.12
• /
• pp.99-119
• /
• 2003

A model is proposed for the role of emotional intensity of a web site, and the moderating influence of product involvement, in the Integrative Framework of persuasion (Meyers-Levy and Malvaiya 1999). The model also appropriately operationalizes the constructs emotional intensity of a web site and product involvement The three routes to persuasion, Central, Peripheral, and Experiential correspond to high, moderate, and low involvement (Meyers-Levy and Malaviya 1999). The involvement construct is measured from message recipients using the Personal Product Inventory (Pill, which was developed to capture the concept of product involvement (Zaichkowsky 1985). The conceptualization of the Personal Product Inventory is a contextrree measure that also has robust psychometric properties when applied to advertisements (Zaichkowsky 1994). The propositions highlight the expected importance of emotional intensity of a web site. The moderating influence of product involvement is also proposed. Specifically, what this work proposes is that the emotional intensity of a product site has a larger impact on attitude change under low product involvement, as opposed to moderate product involvement. Support for this reasoning can be found in the persuasion literature (Petty et al 1986). The Petty et al (1986) frame work is a dual process descriptive and predictive frame work in the area of altitude formation and change. Recently, Myers Levy and Malaviya (1999) have proposed a tri-process framework. This is in tum based on the dual process model of Petty et al. (1986). The study outlined in this paper aims to deepen the Meyers Levy and Malaviya (1999) and frame work. The propositions outlined in the model are empirically tested using a repeated measures experimental design. The emotional intensity is measured using a scale that is based on experts judgments. Using a paired comparison t-test two sites are determined to be of high and low emotional intensity. The model is tested using a repeated measures experimental design. The first independent variable Emotional Intensity of the site is manipulated. The Second independent variable, Personal Product Inventory is measured. While, the dependent variable, product altitude change will also be measured. Utilizing Analysis of Variance (ANOVA) the data is analyzed using SPSS. The results suggest that besides the rational content of messages their emotional content can also influence attitude change. Specifically, it is proposed that the manipulation of emotional intensity of a product Web site has a greater impact on product altitudes under high and low product involvement conditions, rather than moderate product involvement. However, the results for product involvement as a continuous variable has a p value of 0.09. Further, the results for three levels of product involvement were far from significant. For two levels of product involvement also, the results were insignificant, the p value approached 0.20. This evidence indicates that it is premature to conclude that there are three routes to persuasion. A caveat, however, must be added, in that the manipulations may not have been strong enough to test the proposed hypotheses. Further, undoubtedly, there is unequivocal evidence the emotional intensity of a product Web site, as measured here, has a direct impact on product attitudes.

• Science of Emotion and Sensibility
• /
• v.13 no.3
• /
• pp.511-522
• /
• 2010

Product design is being recognized as an important source of sustainable competitive advantage. This research explores the effects of design evaluative elements on brand loyalty through design values. The results of this study are as follows. Firstly, most design evaluative elements have positive effects on design values. Aesthetic, unique, feminine, noble, and utilitarian elements of design evaluation influence three types of design values: rational, kinesthetic, and emotional. While unique design evaluative element does not have significant effects on rational and kinesthetic design values, it has significant affect on the emotional design value positively. Secondly, three types of design values have positive effects on attitudinal brand loyalty. In addition, emotional and kinesthetic design values have positive influences on behavioral brand loyalty. However, the emotional design value has an indirect effect on behavioral brand loyalty through attitudinal brand loyalty. Lastly, attitudinal brand loyalty has a significant influence on behavioral brand loyalty positively.

• Journal of Fashion Business
• /
• v.16 no.5
• /
• pp.114-129
• /
• 2012

The purpose of this study is to analyze the effects of consumer's need for uniqueness, whether or not using ALPHA-NUMERIC Brand Name and types of fashion goods upon the consumer's attitude. The experimental design of this study is three-ways complex factors design of 2 (Consumer's Need for Uniqueness : High vs Law) ${\times}$ 2 (Whether or not to use ALPHA-NUMERIC Brand Name : Used brand vs Non-used brand) ${\times}$ 2 (Types of fashion goods: Rational fashion goods vs Emotional fashion goods) The conclusions are as follows. 1. The interaction effect upon a favorite level according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods upon the consumer's attitude is proven significant. For the group where customer's need for uniqueness is low, when ALPHA-NUMERIC brand name is not used, the favorableness of rational fashion good, a parka is lower than that of emotional fashion good, one-piece dress. However, there is no significant difference in favorableness by types of fashion goods when ALPHA-NUMERIC brand name is used. At the group with high need for uniqueness, while there is no significant difference in favorableness when ALPHA-NUMERIC brand name is not used, the favorableness of parka is higher than that of one-piece dress when ALPHA-NUMERIC brand name is used. 2. The interaction effects upon purchase intention according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods are proven significant. For the group where customer's need for uniqueness is low, there is no significant different in the favorableness whether or not ALPHA-NUMERIC brand name is used. On the other hand, the group with high need for uniqueness, if ALPHA-NUMERIC brand name is used, the intention to purchase parka is higher than the intention to purchase one-piece dress.

• The Journal of the Korea Contents Association
• /
• v.9 no.12
• /
• pp.154-163
• /
• 2009

A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.

• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.705-717
• /
• 2016

The objective of this study is to find out whether policy acceptance(attitude formation and intention of action) is affected by the message appeals(rational vs. emotional) when policy PR messages emphasize prosociality, and by various factors such as trust in government, involvement, and demographic factors as moderating variables. Although message appeals does not show any difference by itself, interaction effect is observed between trust in government and message appeals; the rational appeal is more effective to those with low trust in government while the emotional appeal is more effective to those with high trust. No other interaction effect is founded but involvement, gender, and age group show important main effect in policy acceptance; high-involvement group and female group are more favorable in attitude toward prosocial policy and behavior intention compare to the each of counterparts, whereas older group is more favorable in behavior intention.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.20 no.5
• /
• pp.175-185
• /
• 2020

Mobile shopping has been settled down as one of the general shopping methods, good enough to be called new normal today. Contrary to the initial stage for researching the shopping in online environment, the factors more important today must be changed quite a lot. Thus, this study aimed to select the service quality factors regarded as important in mobile shopping, to examine their effects on consumers' rational-emotional evaluation, and also to understand a series of influence relations led to the purchase intention and word of mouth effect in the future, and then obtained the significant results. In the results of this study, only the Personalization and responsiveness of service quality had positive(+) effects on the consumer sentiment, and the consumer sentiment had positive(+) effects on the consumer behavior. Such results verified that the Personalization and responsiveness would be important factors to consumers. Also, when the consumer satisfaction is high, the consumer behavior would be positive too.