• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.23 no.3
• /
• pp.1-11
• /
• 2023

With the development of information and communication technology, the size of the online market is increasing, and with it, the mobile shopping market utilizing smartphones is also growing day by day. This indicates that the effective use of mobile apps can be a strategic choice for businesses, and this is also true in the tourism and travel industry. In particular, the continuous growth of the OTA (Online Travel Agency) industry based on platforms has accelerated with With Corona, and due to its importance, this study aims to investigate the impact of perceived quality factors of mobile accommodation apps on reuse intention through emotional responses. To test the hypotheses, 260 users of mobile accommodation apps were analyzed, and the results showed that information quality has a positive impact on pleasure and dominance, and service quality has a positive impact on arousal and dominance, and pleasure and dominance have a positive impact on reuse intention. Through these findings, this study clarifies the relationship between mobile accommodation app quality factors and reuse intention, and effective marketing strategies were suggested by providing basic data for improving app quality.

• Science of Emotion and Sensibility
• /
• v.16 no.4
• /
• pp.469-480
• /
• 2013

In this paper, we propose new method to reduce variance and express mixed feelings in Russell's emotional dimension(A Circumplex model). A Circumplex model shows mean and variance of emotions(joy, sad, happy, enjoy et. al.) in PAD(Pleasure, Arousal, Dominace, et. al.) dimension using self-diagnostic method(SAM: Self-Assessment-Manikin). But other researchers consistently insisted that Russell's model had two problems. First, data(emotional words) gathered by Russell's method have too big variance. So, it is difficult to separate valid value. Second, Russell's model can not properly represent mixed feelings because it has structural problem(It has a single Pleasure dimension). In order to solve these problems, we change survey methods, so that we reduce value of variance. And then we conduct survey(which can induce mixed feelings) to prove Positive/Negative(Pleasure) part in emotion and confirm that Russell's model can be used to express mixed feelings. Using this method, we can obtain high reliability and accuracy of data and Russell's model can be applied in many other fields such as bio-signal, mixed feelings, realistic broadcasting, et. al.

• Journal of Service Research and Studies
• /
• v.8 no.2
• /
• pp.1-24
• /
• 2018

This study investigates the effects of casino servicescape and customer interaction on the emotions and loyalty of Chinese and Japanese customers. Data on casino servicescape, customer interaction, pleasure, arousal, and dominance (PAD) emotions, and loyalty were obtained from 275 Chinese and Japanese gamblers in Korea's foreigner-only casinos, and structural model analysis using AMOS 21.0 was conducted to verify the model. This study empirically confirmed the similarities and differences in PAD emotions between Chinese and Japanese customers on casino servicescape and on their interactions at casinos. By doing so, this study theoretically attempts to extend the existing research framework, and demonstrates the need for casinos to consider the role of culture/nationality in the context of international marketing when targeting international consumers.

• Journal of Global Scholars of Marketing Science
• /
• v.10
• /
• pp.45-70
• /
• 2002

The purpose of this study is to obtain more insight into the explanation and prognosis of consumer behavior in real and virtual museums. The analysis focuses on the influence of the museum environment on the museum patrons (rather than on the influence of the art objects). On the basis of the emotional approach to environmental psychology by Mehrabian and Russell (1974), a behavior model has been developed for museums. The model, which is based on the emotional variables pleasure, arousal and dominance (PAD), is also enhanced by cognitive variabies (learning attractiveness, education standard and information demand). The enhancement of the classical model was necessary because cognitive variables play a major role in cultural institutions such as museums: One important objective of museums is the communication of cultural knowledge to visitors. The model is tested empirically using structural equation modeling. 301 visitors were interviewed individually. Two different museum environments were represented using visual stimuli. The theoretical model for museums can be proved empirically. The degree to which the model fits the empirical data was extensively tested. The model showed high compatibility with the data and could be accepted. The study proves that a model can be developed, which explains visitor behavior in museums. The model shows museum designers how museums should be designed to be both emotionally appealing and a learning environment. Based on empirical studies in virtual stores on the Internet, it is discussed whether the research findings in these environments may be applied to virtual museum environments. In order to create an emotionally appealing virtual museum, it is recommended that one uses a 3-dimensional representation to offer various possibilities for interaction and to create a multi-sensual environment that appears highly realistic.

• The Journal of the Korea Contents Association
• /
• v.16 no.6
• /
• pp.135-150
• /
• 2016

This study aims to investigate how perceived interactivity between the mobile messenger application and its user gives rise to user's enjoyment and continuous usage intention. Perceived interactivity was assumed to be formed by the combination of control, share, and responsiveness in light of the previous studies. The relations between perceived interactivity, enjoyment, and usage intention are hypothesized on the basis of the pleasure-arousal-dominance emotional state model, the theory of reasoned action, and the theory of planned behavior. Survey data were collected from 481 mobile messenger users in Korea and China. In order to test hypotheses, structural equation modeling analyses were conducted. As a result, perceived interactivity concerning connectedness and responsiveness not only positively affected enjoyment, but also had a significant effect on usage intention. However, while control positively influenced usage intention, it was not significantly related to enjoyment. In addition, there was a positive relation between enjoyment and usage intention. Incidentally, multi-group analysis was conducted to explore the differences between Korean and Chinese users. The findings would provide managerial implications for mobile messenger corporations on causal effects of perceived interactivity and the differences of the path coefficients between in Korea and China.