• Information Systems Review
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• v.25 no.4
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• pp.265-290
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• 2023

Even though crowdfunding has become popular as a novel means of raising capital for early-stage ventures and startups through an Internet-based platform, it is unclear how a funder's characteristics, such as motivation and ability, influence their information processing and pledging decision. This study aims to propose and test a research model for determining the relationships between a funder's personal attributes, information processing style, and funding intention. To test the research model, we collected data from 139 Amazon Mechanical Turk participants through an online questionnaire survey. The findings indicate that a funder's self-efficacy has a positive effect on heuristic processing but has no significant effect on systematic processing. By contrast, a funder's personal relevance positively influences both systematic and heuristic processing. Furthermore, heuristic processing, as well as perceived value and perceived risk, influence pledging intentions positively. Our findings potentially contribute to improving the design of crowdfunding platforms to better support a funder's information needs. Based on our findings, we discuss the implications of our study as well as the directions for future research.

• Journal of Forest and Environmental Science
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• v.17 no.1
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• pp.1-17
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• 2001

Forming a part of "Cooperative Practical Study for the Modernization of the Management of National Forest", this study was conducted to provide overall ecological information for the natural regeneration of major tree species on the basis of community structural attributes in the deciduous forest ecosystem. Followings are summarized characteristics of the natural regeneration for the selected tree species. Betula costata : Although large number of seeds are dispersed by wind, they require mineral soils to germinate. Thick litter layer could be an obstacle to germinate. After germination, the seedling requires large amount of light for successful establishment. Acer mono : Characterized by high shade tolerance and weak drought resistance, the seedling should be overcasted with more than 50% of canopy coverage. High stand density should be maintained to produce good quality of timber. The potential of coppice may be high. Ulmus laciniata : Since this species needs high rate of troll moisture and light, around 60% of canopy coverage should be maintained to retain moisture and incoming light. The competition with other vegetation should be removed for the favor of successful seedling establishment. Fraxinus mandshurica : This species requires moist mineral soils to germinate. After germination, the seedling needs large amount of light and moisture for successful establishment. Site preparation should be applied to reduce competition with weedy vegetation. Fraxinus rhynchophylla : Interval of large seed crops may be highly varied. Thick litter layer could be an obstacle to germinate. Site preparation should be applied to reduce competition with weedy vegetation so as to achieve successful seedling establishment. Quercus mongolica : Including the difficulty of seed supply by the consumption, thick litter layer and mountain bamboo cover could be the obstacle to germinate. More than 50% of relative light intensity is necessary to achieve successful seedling establishment. Kalopanax pictus : Thick litter layer could be an obstacle to germinate. The seedling needs large amount of light and moisture for successful establishment. Abies holophylla : In spite of high shade tolerance, the growth rate in sapling stage may be extremely slow. Cornus controversa : Seeds (drups) are consumed and dispersed by animals, tending to be not sufficient in seed supply. This species requires large amount of light for successful germination and seedling establishment. Tilia amurensis : The difficulty of seed supply might be expected with low seed purity and double dormancy. Since thick litter layer could be an obstacle to germinate, the species requires moist mineral soils for successful germination. The potential of coppice may be extremely high.

• Journal of the Korean Society of Food Science and Nutrition
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• v.44 no.5
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• pp.702-708
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• 2015

The aim of this study was to investigate the physicochemical characteristics of commercial Mukeunji product along with its sensory properties. Six different types of commercial Mukeunji products were purchased through an on-line market, and each product had a different fermentation period. General commercial Baechu Kimchi was compared with commercial Mukeunji products in order to standardize quality properties of Mukeunji. As a result, commercial Mukeunji showed a lower pH value (pH 3.96, mean value) than commercial Baechu Kimchi (pH 5.92), whereas commercial Mukeunji samples showed higher acidity and salinity. Color values (L, a, and b) of commercial Mukeunji decreased as the storage period increased. Hardness and thickness of commercial Mukeunji showed a lower range compared to Baechu Kimchi. The reducing sugar content decreased as the storage period of commercial Mukeunji increased. Acetic, lactic, and succinic acids were detected in commercial Mukeunji samples, whereas citric acid and malic acid were additionally detected in Baechu Kimchi. Commercial Mukeunji samples showed lower contents of acetic and succinic acid and higher content of lactic acid than Baechu Kimchi. Commercial Mukeunji samples showed a significant difference in all descriptive sensory attributes except for bitterness. Overall intensity, sourness, moldy odor, redness, sour smell, saltiness, and carbonated taste increased as the storage period increased, whereas cabbage flavor, crispiness, sweetness, firmness, and savory taste decreased as the storage period increased.

• Management & Information Systems Review
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• v.39 no.1
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• pp.93-114
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• 2020

Platform is considered as an alternative strategy to the traditional linear pipeline based business. Moreover, in the 4th industrial revolution period, efficiency driven pipeline business model needs to be changed to platform business. We have such success stories about platform as Apple, Google, Amazon, Uber, and so on. However, for those smaller corporations, it is not easy to find out the transformation strategy. The essence of platform business is to leverage network effect in management. Thus platform based management can be rephrased as network management across the business functions. Research on platform business is popular and related to diverse facets. But few scholars cover what the research trend of the domain is. The main purpose of this paper is to identify the research trend on platform business in Korea. To do that we first propose the analytical model for platform architecture whose components are consumers, suppliers, artifacts, and IT platform system. We conjecture that mapping of the research work on platform to the components of the model will make us understand the hidden domain of platform research. We propose three hypotheses regarding the characteristics of research and one proposition for the transitional path from pipeline to platform business model. The mapping is based on the research articles filtered from the Korea Citation Index, using keyword search. Research papers are searched through the keywords provided by authors using the word of "platform". The filtered articles are summarized in terms of the attributes such as major component of platform considered, platform type, main purpose of the research, and research method. Using the filtered data, we test the hypotheses in exploratory ways. The contribution of our research is as follows: First, based on the findings, scholars can find the areas of research on the domain: areas where research has been matured and territory where future research is actively sought. Second, the proposition provided can give business practitioners the guideline for changing their strategy from pipeline to platform oriented. This research needs to be considered as exploratory not inferential since subjective judgments are involved in data collection, classification, and interpretation of research articles.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.93-111
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• 2013

As Internet and information technology (IT) continues to develop and evolve, the issue of big data has emerged at the foreground of scholarly and industrial attention. Big data is generally defined as data that exceed the range that can be collected, stored, managed and analyzed by existing conventional information systems and it also refers to the new technologies designed to effectively extract values from such data. With the widespread dissemination of IT systems, continual efforts have been made in various fields of industry such as R&D, manufacturing, and finance to collect and analyze immense quantities of data in order to extract meaningful information and to use this information to solve various problems. Since IT has converged with various industries in many aspects, digital data are now being generated at a remarkably accelerating rate while developments in state-of-the-art technology have led to continual enhancements in system performance. The types of big data that are currently receiving the most attention include information available within companies, such as information on consumer characteristics, information on purchase records, logistics information and log information indicating the usage of products and services by consumers, as well as information accumulated outside companies, such as information on the web search traffic of online users, social network information, and patent information. Among these various types of big data, web searches performed by online users constitute one of the most effective and important sources of information for marketing purposes because consumers search for information on the internet in order to make efficient and rational choices. Recently, Google has provided public access to its information on the web search traffic of online users through a service named Google Trends. Research that uses this web search traffic information to analyze the information search behavior of online users is now receiving much attention in academia and in fields of industry. Studies using web search traffic information can be broadly classified into two fields. The first field consists of empirical demonstrations that show how web search information can be used to forecast social phenomena, the purchasing power of consumers, the outcomes of political elections, etc. The other field focuses on using web search traffic information to observe consumer behavior, identifying the attributes of a product that consumers regard as important or tracking changes on consumers' expectations, for example, but relatively less research has been completed in this field. In particular, to the extent of our knowledge, hardly any studies related to brands have yet attempted to use web search traffic information to analyze the factors that influence consumers' purchasing activities. This study aims to demonstrate that consumers' web search traffic information can be used to derive the relations among brands and the relations between an individual brand and product attributes. When consumers input their search words on the web, they may use a single keyword for the search, but they also often input multiple keywords to seek related information (this is referred to as simultaneous searching). A consumer performs a simultaneous search either to simultaneously compare two product brands to obtain information on their similarities and differences, or to acquire more in-depth information about a specific attribute in a specific brand. Web search traffic information shows that the quantity of simultaneous searches using certain keywords increases when the relation is closer in the consumer's mind and it will be possible to derive the relations between each of the keywords by collecting this relational data and subjecting it to network analysis. Accordingly, this study proposes a method of analyzing how brands are positioned by consumers and what relationships exist between product attributes and an individual brand, using simultaneous search traffic information. It also presents case studies demonstrating the actual application of this method, with a focus on tablets, belonging to innovative product groups.

• Journal of the Korean Institute of Landscape Architecture
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• v.42 no.4
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• pp.48-59
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• 2014

This study was carried out to present raw data on managing the restored urban stream by studying the naturalized plants distributed in Gaeumjeong Stream, Changwon-si, Gyeongsangnam-do, Korea. The results were as follows. The numbers of naturalized plants were summarized as 45 taxa including 17 families, 36 genera, 43 species and 2 varieties. The invasive alien plants were 2 taxa including Ambrosia artemisiifolia and Lactuca sativa. The following summarizes the attributes of the naturalized plants. Most of the plants commonly originated from Europe and North America. The 5 naturalized degree that was widely distributed and had many individual was the most common. Until 1921, after the opening of 1 period was the most common in the introduced period. Section 12 had the highest NI at 41.9%, and the lowest, at 20.5%, in sections 9 and 19 were analyzed. Section 1 had the highest UI at 6.2%, whereas, the lowest, at 2.5%, was calculated in sections 19 and 20. Section 2 showed the highest DI at 16.7%. The first results of the analysis of the causes for the invasion of naturalized plants on the riverside and waterways, and physical factors and maintenance are directly affected. Second, sewage, muddy water and sediment deposits this naturalized plant caused by a chemical factor. Third, it is thought that invasive alien plants are irregular as it happens in biological factor. The proposed management plan naturalized plants, the first, disturbance caused by species management is a young object is removed immediately before flowering scape to eliminate or suppress the propagation of physical methods will be needed. Second, the fact that the national spread of native plant species and planting management does not provide space for the growth is very important. Third, agricultural land is disturbed by agricultural practices by interfering with the action of naturalized plants because the source of the river should be prohibited in agriculture. In the future, if we studied the naturalized plants distributed in restored streams located in Changwon-si, the characteristics of change in the ecosystem impact is expected to be beneficial.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.59-69
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• 2010

Green or an environmental consciousness has been a major issue for businesses and government offices, as well as consumers, worldwide. In response to this movement, the Korean government announced, in the early 2000s, the era of "Green Growth" as a way to encourage green-related business activities. The Korean fashion industry, in various levels of involvement, presents diverse eco-friendly products as a part of the green movement. These apparel products include organic products and recycled clothing. For these companies to be successful, they need information about who are the consumers who consider green issues (e.g., environmental sustainability) as part of their personal values when making a decision for product purchase, use, and disposal. These consumers can be considered as eco-sumers. Previous studies have examined consumers' purchase intention for or with eco-friendly products. In addition, studies have examined influential factors used to identify the eco-sumers or green consumers. However, limited attention was paid to eco-sumers' disposal or recycling behavior of clothes in comparison with their green product purchases. Clothing disposal behaviors are ways that consumer can get rid of unused clothing and in clue temporarily lending the item or permanently eliminating the item by "handing down" (e.g., giving it to a younger sibling), donating, exchanging, selling, or simply throwing it away. Accordingly, examining purchasing behaviors of eco-friendly fashion items in conjunction with clothing disposal behaviors should improve understanding of a consumer's clothing consumption behavior from the environmental perspective. The purpose of this exploratory study is to provide descriptive information about Korean eco-sumers who have ecologically-favorable lifestyles and behaviors when buying and disposing of clothes. The objectives of this study are to (a) categorize Koreans on the basis of clothing disposal behaviors; (b) investigate the differences in demographics, lifestyles, and clothing consumption values among segments; and (c) compare the purchase intention of eco-friendly fashion items and influential factors among segments. A self-administered questionnaire was developed based on previous studies. The questionnaire included 10 items of clothing disposal behavior, 22 items of LOHAS (Lifestyles of Health and Sustainability) characteristics, and 19 items of consumption values, measured by five-point Likert-type scales. In addition, the purchase intention of two eco-friendly fashion items and 11 attributes of each item were measured by seven-point Likert type scales. Two polyester fleece pullovers, made from fabric created from recycled bottles with the PET identification code, were selected from one Korean brand and one US imported brand among outdoor sportswear brands. A brief description of each product with a color picture was provided in the survey. Demographic variables (i.e., gender, age, marital status, education level, income, occupation) were also included. The data were collected through a professional web survey agency during May 2009. A total of 600 final usable questionnaires were analyzed. The age of respondents ranged from 20 to 49 years old with a mean age of 34 years. Fifty percent of the respondents were males and about 58% were married, and 62% reported having earned university degrees. Principal components factor analysis with varimax rotation was used to identify the underlying dimensions of the clothing disposal behavior scale, and three factors were generated (i.e., reselling behavior, donating behavior, non-recycling behavior). To categorize the respondents on the basis of clothing disposal behaviors, k-mean cluster analysis was used, and three segments were obtained. These consumer segments were labeled as 'Resale Group', 'Donation Group', and 'Non-Recycling Group.' The classification results indicated approximately 98 percent of the original cases were correctly classified. With respect to demographic characteristics among the three segments, significant differences were found in gender, marital status, occupation, and age. LOHAS characteristics were reduced into the following five factors: self-satisfaction, family orientation, health concern, environmental concern, and voluntary service. Significant differences were found in the LOHAS factors among the three clusters. Resale Group and Donation Group showed a similar predisposition to LOHAS issues while the Non-Recycling Group presented the lowest mean scores on the LOHAS factors compared to the other segments. The Resale and Donation Groups described themselves as enjoying or being satisfied with their lives and spending spare-time with family. In addition, these two groups cared about health and organic foods, and tried to conserve energy and resources. Principal components factor analysis generated clothing consumption values into the following three factors: personal values, social value, and practical value. The ANOVA test with the factors showed differences primarily between the Resale Group and the other two groups. The Resale Group was more concerned about personal value and social value than the other segments. In contrast, the Non-Recycling Group presented the higher level of social value than did Donation Group. In a comparison of the intention to purchase eco-friendly products, the Resale Group showed the highest mean score on intent to purchase Product A. On the other hand, the Donation Group presented the highest intention to purchase for Product B among segments. In addition, the mean scores indicated that the Korean product (Product B) was more preferable for purchase than the U.S. product (Product A). Stepwise regression analysis was used to identify the influence of product attributes on the purchase intention of eco product. With respect to Product A, design, price and contribution to environmental preservation were significant to predict purchase intention for the Resale Group, while price and compatibility with my image factors were significant for the Donation Group. For the Non-Recycling Group, design, price compatibility with the factors of my image, participation to eco campaign, and contribution to environmental preservation were significant. Price appropriateness was significant for each of the three clusters. With respect to Product B, design, price and compatibility with my image factors were important, but different attributes were associated significantly with purchase intention for each of the three groups. The influence of LOHAS characteristics and clothing consumption values on intention to purchase Products A and B were also examined. The LOHAS factor of health concern and the personal value factor were significant in the relationships with the purchase intention; however, the explanatory powers were low in the three segments. Findings showed that each group as classified by clothing disposal behaviors showed differences in the attributes of a product, personal values, and the LOHAS characteristics that influenced their purchase intention of eco-friendly products. Findings would enable organizations to understand eco-friendly behavior and to design appropriate strategic decisions to appeal eco-sumers.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.34 no.1
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• pp.107-117
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• 2016

In this study, six historical parks in Seoul is analyzed. Based on the analysis, the representative values of the historical parks in Seoul draw three criteria such as historicity, educational attributes, and sociality, and also the type of historic and cultural resources, spatial functions and arrangements, circulation and accessibility, and the type and usage of introduced facilities. Consequently the current status and improvement plan is suggested as follows. First, cultural assets oriented historical parks such as Sayuksin Bongeun and Seonnongdan historical Park focus on the management based on the preservation of historic and cultural resources. Non designated cultural heritages oriented historic parks such as Shingye Yanghwajin Itaewon-bugundang historic park should focus on the usages the symbolize and commemorate historic and cultural resources. Second, Careful attitudes on the historicity of the park are needed in the mixed type of historic and cultural resources that determine the identity such as Yanghwajin Itaewon-bugundang historic park. Third, the rate of facilities in Bongeun and Shingye historical park is increased due to the renovation of religion facilities, rather than the neighborhood parks. The autonomy of regulations that does not have the limits of the area of park facilities weaken the publicity of the historical parks. Fourth, Shingye historical park suggest changing its name into Danggogae martyrs' shrine historical park. because its historic and cultural resources are included as the historic park is named. Fifth, the current problems such as numerous uncontrolled entrances, mixed uses in circulation, and accessible failure due to the closure are recognized. Therefore, the entrances and circulations should be articulated clearly in order to increase opportunities of experience for visitors in the historic and cultural resources, and also neighborhood facility should be suitably divided. Sixth, the park facilities in the neighborhood parks are introduced equally in Seoul historical parks. The uses and arrangements that considered the circumstance of the historical parks should be determined in the cultural facilities such as outdoor music hall and sporting facilities. Seventh, historic facilities that named historic hall, culture hall, memorial hall, and promotion hall in the historic parks are utilized for convenience and religion facilities. Institutional framework should be examined to keep publicity in the historic parks by spatial privatization of the specific group.

• 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.