• 한국콘텐츠학회논문지
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• 제20권3호
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• pp.10-17
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• 2020

본 연구는 콘텐츠결론유형(해피엔딩 vs. 논해피엔딩)과 제품관여도(저관여 vs. 고관여) 각각이, 그리고 둘 간의 상호작용이 소비자의 부정적 반응에 미치는 영향 및 차이를 분석하였다. 국내 주요 브랜디드 콘텐츠 제작회사에서 운용하고 있는 유튜브 채널 내 186개의 브랜디드 콘텐츠를 분석한 본 연구의 결과, 브랜디드 콘텐츠는 콘텐츠 메시지와 제품 간의 연계성이 낮아 제품관여도는 소비자 반응에 유의미한 차이를 미치지 않았다. 더불어 논해피엔딩보다 해피엔딩 결론유형을 활용한 브랜디드 콘텐츠가 소비자의 부정적 반응에 더 큰 영향을 미치는 것으로 나타났는데, 이는 소비자의 공감반응에 관련된 연구에서 2000년 이후부터 제기되고 있는 선택적 공감이 본 연구의 결과에도 나타난 것으로 분석된다. 자신의 경험에 기반하여 상황을 선택적으로 공감한다는 선택적 공감은 현대 사회의 바쁜 일상과 사회적·경제적 불평등의 부정적 영향이 만들어 낸 현상이다. 마지막으로 콘텐츠결론유형과 제품관여도의 상호작용은 소비자의 부정적 반응에 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 해피엔딩은 저관여 제품과, 논해피엔딩은 고관여 제품과 결합되었을 때 소비자의 부정적 반응에 미치는 영향이 유의미하게 약화되는 것으로 나타났다.

• 한국정보시스템학회지:정보시스템연구
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• 제31권2호
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• pp.159-177
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• 2022

Purpose Online reviews are critical for sales of online shopping platforms because they provide useful information to consumers. As the eCommerce market grows rapidly, the role of online reviews is becoming more important. The purpose of this study is to analyze how online reviews written by domestic consumers affect product sales by classifying the types of products. Design/methodology/approach This study analyzed how the effects of review characteristics(reviewer reputation, reviewer exposure, review length, time, rating, image, and emotional score) on the usefulness of online reviews differ depending on the product types. Subsequently, how the impact of review attributes (review usefulness, number of reviews, ratings, and emotional scores) on product sales differs according to each product type was compared. Based on the FCB Grid model, the product type was classified into high involvement-rational, high involvement-emotional, low involvement -rational, and low involvement-emotional product types. Findings According to the analysis result, the characteristics of reviews useful to consumers were different for each product type, and the review attributes affecting product sales were also different for each product type. This study confirmed that it revealed that product characteristics are major consideration in evaluating the review usefulness and the factors affecting product sales.

• 한국의류학회지
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• 제21권2호
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• pp.346-356
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• 1997

This study explored the attributes of the fashion specialty store according to the level of fashion involvement. Data were obtained from 262 female college student. For analysis of the data, conjoint analysis, T-test, factor analysis were employed. The results of this study were as follows; 1) Fashion involvement could be used as an importants segment variable and that attitude toward store attributes differed by the level of fashion involvement. 2) The high fashion involvement group preferred a downtown area in location, high fashion in fashionability and fashion couture quality in terms of product quality. On the other hand, the low involvement group preferred a residential area in location, basic staple goods in fashionability, and easy to care clothes in terms of product quality. 3) Five store attributes were grouped into two attribute groups: merchandising function (including product quality, assortment and fashionability) and store atmospheric function (including location and atmosphere). The results showed that the high fashion involvement group placed more importance on the store atmospheric function rather than the merchadising function. For the low fashion involvement group, the importance was reversed.

• 유통과학연구
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• 제14권10호
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• pp.117-126
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• 2016

Purpose - Color is perceived to have an effect on humans' cognition and behavior because of its association with specific concepts. Since there are few studies linking color and price presentation, we investigated a constrained condition of consumers' regulatory focus and involvement. Research design, data, and methodology - We performed a 2 (color: red vs. black) × 2 (regulatory focus: prevention vs. promotion) × 2 (involvement: high vs. low) test of our hypothesis. The target product was a portable data storage device (USB) and data from 165 respondents were analyzed. Each condition had two stages. In the first, product information and price were presented. After reviewing the product information, respondents evaluated price attractiveness. In the second stage, respondents filled out regulatory focus and involvement questionnaires. The main variables were color, regulatory focus, and involvement. Therefore, we ran a three-way ANOVA (Analysis of Variance) to test our hypothesis. Results - When the price was red (vs. black), consumers perceived the red price as more attractive than the black price. However, this effect varied by situation. Specifically, in the low involvement condition among prevention-focused consumers, when the price was in red, price attractiveness was higher than when the price was in black. However, for promotion-focused consumers, there was no difference in the price color effect. In the high involvement condition, promotion-focused consumers showed stronger price attractiveness for the red price than the black price. However, the effect of price color diminished for prevention-focused consumers. That is, prevention-focused consumers did not reveal a different price perception between red versus black in the high involvement condition. Conclusions - This research contributes by academically linking the effects of color to price attractiveness, and focusing on the interaction of regulatory focus and involvement. When involvement is low, the effect of red disappeared for promotion-focused consumers, whereas the same happened for prevention-focused consumers under the condition of high involvement.

• 한국의류학회지
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• 제31권9_10
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• pp.1333-1341
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• 2007

The purposes of the present study were to investigate the impact of a apparel brand and an ingredient brand on evaluation(perceived quality, favorable attitude, purchase intention) of apparel products, and to examine the differences in evaluations toward apparel products allied with ingredient brands between groups divided by product knowledge and leisure involvement. The subjects were 235 men and women aged 20 to 40. Two-by-two factorial design were employed. A series of ANOVA were used to determine if significant differences existed in evaluations of apparel products. There was a significant interaction effect of an apparel brand and an ingredient brand on evaluations of apparel products. Empirical results showed that ingredient brands would improve the consumers' perceived quality, favorable attitude and purchase intention toward apparel products. In addition, the results indicated that the respondents that had high leisure involvement and high product knowledge were more likely to evaluate apparel products based on the ingredient brand of the products. However, the respondents that had low leisure involvement and product knowledge were more likely to evaluate apparel products based on the host brand of the products.

• 유통과학연구
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• 제17권8호
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• pp.45-56
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• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

• 복식문화연구
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• 제23권2호
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• pp.213-227
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• 2015

This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.

• 한국의류학회지
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• 제34권10호
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• 한국의류학회지
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• 제26권8호
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• 패션비즈니스
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• 제26권2호
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• pp.1-14
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• 2022

Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.