• Journal of Distribution Science
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• v.10 no.3
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• pp.43-50
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• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

• Korean Security Journal
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• no.56
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• pp.145-163
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• 2018

Recently, security behavior of members of organizations has been recognized as a critical part of information security at the corporate level. Leakage of customers' information brings more attention to information security behavior of organizations and the importance of a task force. Research on information breach and information security is actively conducted of personal behavior toward security threats or members of organizations who use security technology. This study aims to identify factors of influence on information security behavior of members of organizations and to empirically find out how these factors affect information security behavior through behavior toward attitude, subjective norm and perceived behavior control. On the basis of the research, this study will present effective and efficient ways to foster information security activities of members of organizations. To this end, the study presented a research model that applied significant variables based on integration of Theory of Planned Behavior (TPB) and Theory of Protection Motivation (TPM). To empirically verify this research model, the study conducted a survey of members of organizations who had security-related work experience at companies. So, it is critical for members of organizations to encourage positive word of mouth (WOM) about information security behavior. Results show that based on the integration of TPM and TPB, perceived vulnerability, perceived severity, perceived efficiency and perceived barriers of information security behavior of members of organizations had significant influences on mediating variables such as behavior toward attitude, subjective norm, perceived behavior control and intention. They also had significant influences on organization information security behavior which is a dependent variable. This study indicates companies should introduce various security solutions so that members of the organizations can prevent and respond to potential internal and external security risks. In addition, they will have to take actions to inspect vulnerability of information system and to meet security requirements such as security patches.

• Management & Information Systems Review
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• v.28 no.4
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• pp.253-291
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• 2009

Expo, as one of the types of convention, is defined as the exhibition of which primary object is the public enlightenment. It displays lots of exhibits from countries around the world created or produced by advanced technologies, but its priority is actually on suggesting value of product, usability and creativity, not on seeking for purchasers of those products. Thus, the world's event Expo can be deemed as the place for educating visitors with various features in both current and future generation in terms of "experience". This study intends to grasp the attributes and elements of the host cities and to look into the formation of city image after being a spectator and the relation for suggesting systematic and rational measures on planning and promoting the Expo. For the foregoing measures, this study suggests effective management measures for Expo spectators by disclosing attributes of host cities, relationship with the formation of city images, and satisfactory relationship among Expo spectators. For achieving the purpose of this study, the relationship between spectators who visited the 'Cheonan 2009 Wellbeing Food Expo' and each element on the basis of the measuring devices deducted through a preparatory research. Based on the results deducted through positive analysis, it intends to expect qualitative improvement of 'Cheonan 2009 Wellbeing Food Expo' and to suggest measures for elevating satisfaction level of Expo spectators by displaying alternative elements for spectators' choice at the Expo and gives continuous suggestion on managing spectators.

• Informatization Policy
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• v.20 no.3
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• pp.3-17
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• 2013

As electronic marketplaces grow and a large number of consumers exchange their opinions on products and services on the Internet, many studies have been conducted in the area of online consumer reviews. This paper analyzes the research trend of the online consumer reviews by investigating those studies in an attempt to provide future research directions. Many researchers have focused on the effects of online reviews on consumer behaviors as well as the usefulness of the online reviews. In particular, review contents, characteristics of reviewers/consumers and features of products/services have been identified as influencing factors on the effects of the online consumer reviews. For the review contents, the number and the volume of the contents have increasing effects on the online reviews, while the direction (positive vs. negative) of the contents has resulted in conflicting effects of the review. The reputation and trustfulness of reviewers, consumers' prior knowledge on the products, consumers' product involvement, and types of the products were investigated as these factors influence the effectiveness of the online consumer reviews. Social media (such as Facebook and Twitter) nowadays play an important role to disseminate online reviews among consumers. Thus, it is necessary to study how social media influence the effects of online reviews on consumers. Since some firms abuse the online reviews for their own sakes, we recognize the necessity for empirical studies on the side effects of the online reviews.

• Information Systems Review
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• v.21 no.2
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• pp.29-50
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• 2019

Social media is divided into Owned Media, operated by companies according to information sources, and Earned Media, which third parties produce contents. Social media research developing the logic that brand-related content in social media increases awareness of potential customers and positively changes brand attitudes, resulting in increased sales and business performance. However, there are limitations in previous researches that can not fully explain the difference of media synergy effect according to the information source of social media. it is very important for the consumer to integrate media management because consumers are more likely to choose appropriate media information for the information needed at each decision making stage. The purpose of this study is to analyze the effect of eWOM of review site and social media (owned media and earned media) on movie sales. To do this, we collected 3,589 review data from films released in 2017. The results of the study showed that eWOM of review site, social media (owned media and earned media) had a positive effect on movie sales. However, it was found that the effect of moderating eWOM of review site was different between the owned media and the earend media.

• Knowledge Management Research
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• v.21 no.3
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• pp.177-195
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• 2020

The social consciousness on fake reviews has triggered researchers to suggest ways to cope with them by analyzing contents of fake reviews or finding ways to discover them by means of structural characteristics of them. This research tried to collect data from blog posts in Naver and detect habitual patterns users use unconsciously by variables extracted from blogs and blog posts by a machine learning model and wanted to use the technique in predicting fake reviews. Data analysis showed that there was a very high relationship between the number of all the posts registered in the blog of the writer of the related writing and the date when it was registered. And, it was found that, as model to detect advertising reviews, Random Forest is the most suitable. If a review is predicted to be an advertising one by the model suggested in this research, it is very likely that it is fake review, and that it violates the guidelines on investigation into markings and advertising regarding recommendation and guarantee in the Law of Marking and Advertising. The fact that, instead of using analysis of morphemes in contents of writings, this research adopts behavior analysis of the writer, and, based on such an approach, collects characteristic data of blogs and blog posts not by manual works, but by automated system, and discerns whether a certain writing is advertising or not is expected to have positive effects on improving efficiency and effectiveness in detecting fake reviews.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.231-238
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• 2020

The main purpose of this current study was to identify the structural relationships between the variables of team attachment, location-based service, and future fan behaviors by utilizing Technology Acceptance Model (TAM). Among the 10 KBO franchises, SK Wyverns and KT Wiz were qualified to have their own smart applications programs and the relevant infrastructure at their home venues. Thus, a total of 500 surveys were collected from SK Wyverns and KT Wiz games during September of 2019 and a total of 448 were used for data analysis after deleting 52 surveys due to the missing data. According to the results of a structural equation modeling, 12 positive (+) causality out of 14 hypotheses were confirmed that there must be causal relationships among the variables of location-based service at the smart stadium, TAM, fan attachment, and future fan behavior. It is hoped that this study can be contributing to the foundational developments of marketing strategies by adopting the new technological advancement in the Korean sport industry in the future.

• Asia Marketing Journal
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• v.11 no.3
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• pp.91-124
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• 2009

With the intensity of competition and the standardization of technical attributes in telecommunications service market increasing, differentiated activity and customer experience in service encounter is regarded as an important means for creating customer value, however, there is a dearth of good literature examining what MOT activity is composed of according to consumption chain, and how service quality of MOT has influenced customer performance. Especially there exist various services across different phase of Product life cycle(PLC) in household telecommunication service market, customer requirement for MOT might depend on whether its phase is introduction-growth stage or maturity-decline stage, the empirical study is completely lacking. This study classified household telecommunication services into two types by PLC, VOIP and IPTV as Introduction-growth stage services, Internet and PSTN as maturity-decline stage service, and investigated whether there exists a gap between service types in how consumer have experienced MOT, what they consider as important and the relative importance of quality dimension how service quality of MOT has influence on consumer performance. The empirical result from 858 participants shows that there is a difference in consumer experience and requirements across different phases of the PLC, tangibles and assurance are regarded as the most important service quality factors which have a positive influence on customer performance (consumer satisfaction, repurchase intention and word of mouth) at the introduction-growth stage, whereas, reliability, empathy and interactivity are at the maturity-decline stage. Finally, managerial implication is made, limitation is clarified and a direction for further studies is suggested.

• Culinary science and hospitality research
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• v.19 no.4
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• pp.243-255
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• 2013

The purpose of this study is to examine the menu selection attributes in Italian restaurants located in Jeonju area and analyze their customers' using patterns and favorite menu items in each menu section. The results are as follows. First, in terms of significance of choosing a menu item in Italian restaurants, the most important factors are defined as health management factors, service management factors, food management factors, and menu management factors. After the verification of satisfaction, there are significant differences in the health management factors. Second, in terms of Italian restaurant visiting patterns, the recognition level of Italian food was positive, number of visits per month was averagely once or twice a month, major companions were family members, main purpose was to having meals, and information of the food was acquired by word of mouth. Third, in each menu section, the most popular dishes were the one using mozzarella cheese in the antipasto, asparagus cream soup in the soup, carbonara in the pasta, the pizza topped with mozzarella cheese, salami, black olive, and tomato sauce in the pizza, fresh mozzarella cheese tomato salad in the salad, beef tenderloin steak and pan-fried halibut in the main dish, fresh fruits and tiramisu in the dessert. For future studies, there should be various researches and analyses for significant factors when selecting menu by each segment and group from the entire sample.

• Culinary science and hospitality research
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• v.20 no.4
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• pp.266-279
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• 2014

The purposes of the study are to segment the American family restaurant market based on relational benefits and to compare each group's demographics, dining characteristics, relationship quality(consumer identification, switching costs, satisfaction, commitment), and relational outcomes(positive word-of-mouth intentions and share of purchases). 510 responses were collected from American family restaurant customers and analyzed using frequency analysis, EFA, reliability test, cluster analysis, MANOVA, discriminant analysis, chi-square test, and ANOVA. The results of the study found three different types of relational benefits: confidence, special treatment, and social benefits. The results of cluster analysis identified three market segments, namely, high relational benefits consumers, medium relational benefits consumers, and low relational benefits consumers. The three groups were different in terms of age(p<0.05) and level of education(p<0.05). In addition, high relational benefits consumers showed a higher level of relationship frequency(p<0.001), relationship quality(p<0.001), and relational outcomes(p<0.001), followed by medium and low relational benefits consumers. Overall, the results indicated that family restaurants need to deliver excellent relational benefits to customers in order to achieve desired relationship quality and relational outcomes. Managerial implications were provided.