• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.413-422
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• 2011

The purpose of this study is to examine sidedness effects of a Ad message and moderating roles of consumers' psychological characteristics such as self-construal. This study also examine moderating roles of product type in these direct effects. To test these research hypotheses, this study conducted experimental designs. Two hundred thirty-eight undergraduate students were assigned to one of the four experimental groups. Message type and product type were manipulated as between-subject factors. The data demonstrate that message types have a significant effect on both attitude toward Ad and acceptance intention. In addition, consumers' self-construal plays a significant moderating role between the message types and the dependent variables. Furthermore, product types also shows a moderating effect on the accpetance intention, yet not on the attitude toward Ad. The results of this study suggest various implications by indicating Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

• Journal of Digital Convergence
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• v.11 no.6
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• pp.129-135
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• 2013

With the increasing use of the SNS, WOM(Word of Mouth) has become an even more powerful and useful resource for consumers and marketers. In this paper, we investigated the effects of message polarity (positive, neutral, negative) and type (factual, evaluative) on WOM through SNS (twitter). A total of 13.4 million twitter messages were collected and 1.0 million retweeted messages were analyzed. The results showed that message orientation, type, URL and hashtag have a significant (<0.01) effect on retweet counts and the interaction between message orientation and other factors were observed. It also observed that message type, URL and hashtag have significant (0.05) relationships with retweet speed.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.626-635
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• 2018

To develop prevention messages for increasingly severe adolescent obesity in China. this study tested interaction effects between obesity involvement and message framing, and between obesity involvement and evidence types on obesity prevention attitudes and behavioral intentions. Message framing types are categorized with a gain frame and a loss frame. Evidence types are classified into narratives based on personal experiences and statistics based on objective numerical proofs. Three hundred sixty eight Chinese adolescents participated in the study. Results found that involvement, framing, and evidence types had significant effects on attitudes and behavioral intentions to obesity prevention. Adolescents highly involved in obesity were more likely to show positive attitudes and behavioral intentions when exposed to loss framing and statistical evidence. Those with low involvement showed positive attitudes and behavioral intentions after exposed to gain framing and narratives. Thus, we suggest that loss frames with numerical data should be developed to persuade adolescents with high involvement, and gain frames with narratives should be developed for those with low involvement.

• Journal of Intelligence and Information Systems
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• v.24 no.3
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• pp.135-155
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• 2018

The purpose of this study is to analyze the difference of interpretation level and intention to use message framing when autonomous vehicle, which is emerging as the product of 4th industrial revolution, is used as taxi, Interpretation level refers to the interpretation of a product or service, assuming that it will happen in the near future or in the distant future. Message framing refers to the formation of positive or negative expressions or messages at the extremes of benefits and losses. In other words, previous studies interpret the value of a product or service differently according to these two concepts. The purpose of this study is to investigate whether there are differences in intention to use when two concepts are applied when an autonomous vehicle is launched as a taxi. The results are summarized as follows: First, the message format explaining the gain and why should be used when using the autonomous taxi in the message framing configuration, and the loss and how when the autonomous taxi is not used. Messages were constructed and compared. The two message framing differed (t = 3.063), and the message type describing the benefits and reasons showed a higher intention to use. In addition, the results according to interpretation level are summarized as follows. There was a difference in intentions to use when assuming that it would occur in the near future and in the near future with respect to the gain and loss, Respectively. In summary, in order to increase the intention of using autonomous taxis, it is concluded that messages should be given to people assuming positive messages (Gain) and what can happen in the distant future. In addition, this study will be able to utilize the research method in studying intention to use new technology. However, this study has the following limitations. First, it assumes message framing and time without user experience of autonomous taxi. This will be different from the actual experience of using an autonomous taxi in the future. Second, self-driving cars should technical progress is continuing, but laws and institutions must be established in order to commercialize it and build the infrastructure to operate the autonomous car. Considering this fact, the results of this study can not reflect a more realistic aspect. However, there is a practical limit to search for users with sufficient experience in new technologies such as autonomous vehicles. In fact, although the autonomous car to take advantage of the public transportation by taxi is now ready for the road infrastructure, and technical and legal public may not be willing to choose to not have enough knowledge to use the Autonomous cab. Therefore, the main purpose of this study is that by assuming that autonomous cars will be commercialized by taxi you can do to take advantage of the autonomous car, it is necessary to frame the message, why can most effectively be used to find how to deliver. In addition, the research methodology should be improved and future research should be done as follows. First, most students responded in this study. It is also true that it is difficult to generalize the hypotheses to be tested in this study. Therefore, in future studies, it would be reasonable to investigate the population of various distribution considering the age, area, occupation, education level, etc. Where autonomous taxi can be used rather than those who can drive. Second, it is desirable to construct various message framing of the questionnaire, but it is necessary to learn various message framing in advance and to prevent errors in response to the next message framing. Therefore, it is desirable to measure the message framing with a certain amount of time when the questionnaire is designed.

• International Journal of Contents
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• v.13 no.3
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• pp.17-24
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• 2017

Video games are an alternative channel for public health authorities constantly striving to reach target audiences and make positive changes. The objective of this research is to address effectiveness of health games as a health promotion technology for anti-smoking communication. This study tested the impact of advertising message types and voice-over relative to anti-smoking persuasion. By using commercial-level custom-made first person shooter (FPS) games, two experimental studies demonstrated usefulness of applying health games to change a player's attitude towards smoking. In particular, an interactive in-game message with a persuasive voice over was the most effective method to change targets' attitude towards smoking. Findings of our research offer meaningful insight on health promotion research and provide possible directions for future anti-smoking communication using health games.

• Asia pacific journal of information systems
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• v.24 no.4
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• pp.559-575
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• 2014

Individual investors are increasingly flocking to message boards to seek, clarify, and exchange information. Businesses like Seekingalpha.com and business magazines like Fortune are evaluating, synthesizing, and reporting the comments made on message boards or blogs. In March of 2012, Yahoo! Finance Message Boards recorded 45 million unique visitors per month followed by AOL Money and Finance (19.8 million), and Google Finance (1.6 million) [McIntyre, 2012]. Previous studies in the finance literature suggest that online communities often provide more accurate information than analyst forecasts [Bagnoli et al., 1999; Clarkson et al., 2006]. Some studies empirically show that the volume of posts in online communities have a positive relationship with market activities (e.g., trading volumes) [Antweiler and Frank, 2004; Bagnoli et al., 1999; Das and Chen, 2007; Tumarkin and Whitelaw, 2001]. The findings indicate that information in online communities does impact investors' investment decisions and trading behaviors. However, research explicating the correlation between information on online communities and stock market activities (e.g., trading volume) is still evolving. Thus, it is important to ask whether a volume of posts on online communities influences trading volumes and whether trading volumes also influence these communities. Online stock message boards offer two different types of information, which can be explained using an economic and a psychological perspective. From a purely economic perspective, one would expect that stock message boards would have a beneficial effect, since they provide timely information at a much lower cost [Bagnoli et al., 1999; Clarkson et al., 2006; Birchler and Butler, 2007]. This indicates that information in stock message boards may provide valuable information investors can use to predict stock market activities and thus may use to make better investment decisions. On the other hand, psychological studies have shown that stock message boards may not necessarily make investors more informed. The related literature argues that confirmation bias causes investors to seek other investors with the same opinions on these stock message boards [Chen and Gu, 2009; Park et al., 2013]. For example, investors may want to share their painful investment experiences with others on stock message boards and are relieved to find they are not alone. In this case, the information on these stock message boards mainly reflects past experience or past information and not valuable and predictable information for market activities. This study thus investigates the two roles of stock message boards-providing valuable information to make future investment decisions or sharing past experiences that reflect mainly investors' painful or boastful stories. If stock message boards do provide valuable information for stock investment decisions, then investors will use this information and thereby influence stock market activities (e.g., trading volume). On the contrary, if investors made investment decisions and visit stock message boards later, they will mainly share their past experiences with others. In this case, past activities in the stock market will influence the stock message boards. These arguments indicate that there is a correlation between information posted on stock message boards and stock market activities. The previous literature has examined the impact of stock sentiments or the number of posts on stock market activities (e.g., trading volume, volatility, stock prices). However, the studies related to stock sentiments found it difficult to obtain significant results. It is not easy to identify useful information among the millions of posts, many of which can be just noise. As a result, the overall sentiments of stock message boards often carry little information for future stock movements [Das and Chen, 2001; Antweiler and Frank, 2004]. This study notes that as a dependent variable, trading volume is more reliable for capturing the effect of stock message board activities. The finance literature argues that trading volume is an indicator of stock price movements [Das et al., 2005; Das and Chen, 2007]. In this regard, this study investigates the correlation between a number of posts (information on stock message boards) and trading volume (stock market activity). We collected about 100,000 messages of 40 companies at KOSPI (Korea Composite Stock Price Index) from Paxnet, the most popular Korean online stock message board. The messages we collected were divided into in-trading and after-trading hours to examine the correlation between the numbers of posts and trading volumes in detail. Also we collected the volume of the stock of the 40 companies. The vector regression analysis and the granger causality test, 3SLS analysis were performed on our panel data sets. We found that the number of posts on online stock message boards is positively related to prior stock trade volume. Also, we found that the impact of the number of posts on stock trading volumes is not statistically significant. Also, we empirically showed the correlation between stock trading volumes and the number of posts on stock message boards. The results of this study contribute to the IS and finance literature in that we identified online stock message board's two roles. Also, this study suggests that stock trading managers should carefully monitor information on stock message boards to understand stock market activities in advance.

• Journal of the Korea Convergence Society
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• v.12 no.9
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• pp.83-91
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• 2021

This study examined the effects of message framing (advertising attitude and brand attitude) to Chinese consumers in order to establish guidelines for digital content development reflecting the Korean Wave in China. Specifically, in positive message framing, Southerners with low neuroticism due to their personality characteristics show a greater advertising effect than Northerners with high neuroticism. Based on these results, this study provides a theoretical basis for establishing the direction of Korean Wave digital content production according to differences in residential areas reflecting personality in China.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.

• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.3-12
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• 2014

A way to increase effectiveness of charitable donation ads is to activate or magnify emotional experiences (e.g., sympathy, empathy, psychological distress) among target audience. Past studies suggest that mental imagery and attention, which activate or magnify emotional experiences, can be influenced by verbal message attributes (i.e., message concreteness and valence) of charitable donation advertisements. Based on the previous research, the study built a conceptual framework for processing of charitable donation advertising: message concreteness and valence ${\rightarrow}$ mental imagery and attention ${\rightarrow}$ emotional experiences ${\rightarrow}$ donation intention. To verify the framework, the study investigated on the influence of message concreteness and valence on mental imagery and attention through assessing ERP responses. It also examined how message concreteness and valence have an effect on the intent to donate through measuring the amount of donation. The study revealed that concrete message activated mental imagery more than abstract message whereas negative message enhanced attentional level more than positive message. Compared to the other conditions, when the message was concrete and negative, the amount of donation was significantly large.

• Journal of Venture Innovation
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• v.1 no.2
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• pp.47-59
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• 2018

With the recent, rapid changes in the socio-economic environment, organizations of today are now required to present a framework of realistic consumer behaviors based on psychology, economy, and finance, in order to understand their investing customers. Stock investors show differences in terms of their decisions or evaluations in the process of investing. This is due to what is called the 'framing effect.' The decision frames of the investors are defined differently, and, as a result, this affects the decisions made by the investors. Preceding studies on stock investment rarely touched the topic of the effect of message framing on market participants in their stock investment, especially regarding the differences in terms of their risk management behaviors based on the message framing in stock investment. Therefore, the purpose of this study is to examine the influence of stock investment message framing on market participants in their investment decision making and empirically validate whether this message framing effect has a moderating effect on the factors of investment satisfaction. For this, 494 participants with stock investment experiences were interviewed from May 1 to 26, 2018, and the results were used as the data for the empirical analysis. The analysis of the data was conducted using SPSS 22.0 statistical analysis software. The results of this study were as follows; First, of the stock investment behavioral factors, the stock comprehension, recommendation by others for a stock, and the degree of risks of a stock affected stock investment satisfaction in a positive manner. And, of the behavioral factors of stock investment, stock comprehension, stock brand, recommendation on the stocks from others, past performances, and risk levels of stocks affected the intent of continued stock investment in a positive manner. Second, message framing turned out to affect stock investment satisfaction in a positive manner, and it also had a significant moderating effect to the relationship between the stock investment behavior and stock investment satisfaction. Third, message framing was found to affect continued stock investment intent significantly, with a significant moderating effect in the relationship between stock investment behavioral factor and continued stock investment intent.