• Fashion, Industry and Education
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• v.16 no.1
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• pp.36-45
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• 2018

Recently China has become one of the major markets for luxury brands. In addition, practicing social responsibility by manufacturers of luxury brands has become ubiquitous because consumers' perception of such practices may affect their purchase decisions positively. This study explored Chinese shoppers' perception of luxury brands' social responsibility practices and their information seeking behavior. In this study, value congruence was used as a theoretical framework. Twelve participants were selected out of customers in a shopping mall in Beijing, and they were subject to in-depth interview. The interview consisted of open-ended questions about perception of luxury brands' social responsibility practices, sources to access such practices, and the degree of personal value congruence to such practices as well as demographic information. Qualitative approach was used to analyze the data. Half of the participants indicated their awareness of the social responsibility practices of luxury brands, which sets up a foundation for understanding importance of luxury brands' social responsibility practices. Approximately half of the participants preferred to learn about luxury brands' socially responsible practices online especially via social media. These findings imply that Chinese luxury shoppers' trust and preference for the companies would be enhanced by effective development and advertisement of companies' social responsibility practices, and thus provide luxury companies with useful information on marketing strategies.

• Journal of the Korea Convergence Society
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• v.7 no.2
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• pp.13-17
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• 2016

omputer and the Internet (online) services have rapidly been developed and evolved over the last 10 years. They also reduce time and costs in many parts of human life. Yet, a range of adoption and expression has been segmented as a piece of information is diversified. Particularly, while this segmentized information can be integrated according to fields, it is hard for users to aware it at a glance. Therefore, this study aims to improve and analyze programs that have been developed in a variety of ways from the existing unified design of GUI as the UIs of the Internet and programs have become accentuated recently so that it could suggest the importance of user-oriented UI designs.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.58-68
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• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• Journal of Information Processing Systems
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• v.18 no.2
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• pp.245-257
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• 2022

In the Internet of Things (IoT) era, the types of devices used by one user are becoming more diverse and the number of devices is also increasing. However, a forensic investigator is restricted to exploit or collect all the user's devices; there are legal issues (e.g., privacy, jurisdiction) and technical issues (e.g., computing resources, the increase in storage capacity). Therefore, in the digital forensics field, it has been a challenge to acquire information that remains on the devices that could not be collected, by analyzing the seized devices. In this study, we focus on the fact that multiple devices share data through account synchronization of the online platform. We propose a novel way of identifying the user's interest through analyzing the remnants of targeted advertising which is provided based on the visited websites or search terms of logged-in users. We introduce a detailed methodology to pick out the targeted advertising from cache data and infer the user's interest using deep learning. In this process, an improved learning model considering the unique characteristics of advertisement is implemented. The experimental result demonstrates that the proposed method can effectively identify the user interest even though only one device is examined.

• Journal of Distribution Science
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• v.20 no.3
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• pp.13-22
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• 2022

Purpose: Thisstudy aims to measure the attitudes of Generation Z in Jakarta towards advertisements containingCOVID-19 information. Research design, data and methodology: This study is a quantitative method with partial least square structural equation modeling (PLS-SEM) with SMART PLS as an analytical tool. The sample size is 216 participants was obtained randomly through a questionnaire distributed online. This study consisted of exogenous variables (advertising content, value, irritation, and economic benefits), endogenous variables (attitudes towards advertising), and some moderating roles. Results: The results of thi study explain that this generation's attitude towards advertising is affected by the content and value aspects embedded in advertisements. Value can be formed from creativity in making advertising content as interesting and informative as possible. Interestingly, this study also found that the irritation aspect and economic benefits had no effect on the audience's attitude towards the advertisement. Neither the irritating aspect of advertising nor the economic value that is formed acts as a moderator of the content and the value of the ad. Conclusions: The ongoing pandemic and periodic adjustments to government policies regarding COVID-19, these results can be compared with other advertisements for future studies, especially those using the same variables as this study.

• The Journal of Information Systems
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• v.27 no.2
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

• The Journal of the Korea Contents Association
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• v.5 no.2
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• pp.69-77
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• 2005

This study made a comparison of two different websites in characteristics of their users and advertising effects. Both websites have the same contents but in different forms. Especially this study examined the technographic, demographic and psychographic characteristics of users of an website which offers services only online and another website which offers services both online and offline. Also the advertising effects of both websites were studied. The analysis of the data was done by SPSSWIN, mainly $x^2$ and t-test. In addition, the data was collected online. The website, feelpost.com collected total 432 copies, and cardkorea.com collected 210 copies. Also among those collected copies, the ones from people in the 20's were selected again in order to rule out the special characters that both websites have in their users age group. Finally 308 copies were selected for the analysis. In result, it was proved that the users of both websites have a very similar lifestyle. Also there was only a little difference in the users' values and social consciousness. Regarding the advertising effect, Feelpost got the highest score in usefulness while Cardkorea got the highest score in positive acceptance of new products. Regarding the attitude toward advertisements and products, the advertising preference and brand preference was higher in Feelpost than in Cardkorea.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.1
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• pp.29-48
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• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• Journal of the Korea Convergence Society
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• v.12 no.12
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• pp.467-477
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• 2021

Purposes of this study were to identify the relationship among involvement in COVID-19 (IiC), attitude toward advertisement (AtA), and behavioral Intention to social distancing (BItSD), and to investigate the mediating effect of AtA in a loss versus gain advertising context. The participants were 379 adults who have been consecutively living in Korea since January 2020. The participants were randomly assigned to one of two advertisements using an online survey system. We found that IiC affects BItSD since Korean adults recognize the risks and seriousness of COVID-19 infection or transmission through IiC. Induced positive attitudes or emotions through involvement in the COVID-19 preventive behaviors including social distancing and vaccination are helpful to increase the BItSD. Thus, health care and information providers should give an accurate message, which induces a positive attitude, to recognize that our world is a risk of the COVID-19.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.238-249
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• 2021

This research aims to present effective influencer marketing strategies against a heavy blow in Korean influencer marketing industry because of the paid advertisement controversy and the reinforcement of regulations for online advertisement. By investigating the effects of influencer reputation, which is composed of communication skills, influence, authenticity and professionalism on marketing effect, as well as the mediating effect of parasocial relationship, the study provides some implications for influencer selecting. The effect of economic interests is examined under 4 experimental conditions of paid advertisements, brand collaboration, brand gifts and organic review to figure out how to arrange an appropriate sponsorship plan. According to results of PLS structural equation analysis, it shows that the influence and authenticity of an influencer have a significant positive effect on marketing effect and the mediating effect of parasocial relationship is partially proved. It seems that the effect of influencer reputation on marketing effect is significantly differentiated in different contexts, which confirms the moderating effect of economic interest. Distinguish from previous studies, this study focuses on types of economic interest rather than a simple comparison between sponsorship disclosure versus no disclosure and makes contributions to expanding reputation research. Meanwhile, findings of this study could give some practical implications for marketing practitioners in planning influencer marketing.