• The Korean Journal of Franchise Management
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• v.8 no.4
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• pp.7-19
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• 2017

Purpose - The purpose of this study is to investigate the effect of model attractiveness on brand attitude and purchase intention, and examine whether product-model match-up plays a moderating role in the relationship between model attractiveness and brand attitude and purchase intention. The model attractiveness is consist of psychological and physical attractiveness of the model. The authors investigate how product-model match-up influence the strength of the relationship between model attractiveness - brand attitude and purchase intention. The purpose of this is to test whether product-model match-up influence the form and effectiveness of a model attractiveness on brand attitude and purchase intention and suggest the effective and efficient methods in the model selection strategies to increase advertising effectiveness based on the results of this study. Research design, data, and methodology - The experimental design for this study was the between subject design based on 2 group of the psychological attractiveness(high vs. low) × product-model match-up(high vs low) and 2 group of the physical attractiveness(high vs. low) × product-model match-up(high vs low). And a preliminary investigation was conducted to develop experimental stimuli through manipulation check to enhance the external validity of experimental research. The attractiveness of the model and product-model match-up are independent variables and manipulative variables in presentation of experimental stimuli. The self-administered methode experiment was conducted on 300 subjects in four groups constructed according to the independent variables. Result - The findings provide partial support for a moderator for product-model match-up on the model attractiveness - brand attitude and purchase intention. First, the influence of psychological attractiveness and physical attractiveness on brand attitude and purchase intention was shown significant. Also, it was found that the average value of brand attitude and purchase intention according to psychological attractiveness was significantly higher than the average value of brand attitude and purchase intention according to physical attractiveness in additional analysis. Second, the average value of brand attitude and purchase intention were higher when product - model match-up was high in both high and low psychological attractiveness and physical attractiveness of the model. However, in the case of psychological attractiveness, the correlation effect with product - model match-up was significant, but in the case of physical attractiveness, it was not significant. Conclusions - The results of this study suggest that the attractiveness factor should be considered in selecting the ad model by verifying the effect of the attractiveness of the model on the advertising effect. In particular, this study has great significance both academically and practically in terms of suggesting such implications that the advertising effect of psychological attractiveness and physical attractiveness may be different depending on the product type by additional analysis.

• Journal of Korea Society of Digital Industry and Information Management
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• v.12 no.1
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• pp.131-141
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• 2016

This study explores the conditions under which consumers adopt wearable devices. The study focuses on the attractiveness of the product that consumers can perceive. This study was implemented to find out what factors influenced the consumers to perceive the attractiveness and value of the product. The factors include the benefits and costs of the product. The consumers' wants for the product was included under personal factor. The synergy effect of related product was classified circumstantial factor. The outcomes derived from the postulating and verifying hypothesis are as follows. First, the attractiveness of the product that the consumers perceive has a positive effect on perceiving the attractiveness of the product. Second, the benefits of the product that the consumers feel have a positive effect on the value of the product in a meaningful way. Third, the consumers' perception of the wants for the product have a significant effect on perceiving the value and attractiveness of the product. Fourth, the consumers' perception of the synergy effect between the wearable device and the smartphone did not affect the value of the product in a significant way, but did have a significant effect on the attractiveness of the products.

• The Research Journal of the Costume Culture
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• v.19 no.3
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• pp.650-660
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• 2011

Purpose of this study is to explore: 1) the difference in color sensibility evaluation, color attractiveness, and attitude toward the product, 2) the difference in the effect of color sensibility evaluation on color attractiveness, and 3) the difference in the effect of color sensibility evaluation on attitude toward the product between the identical clothing product presented in on-line and off-line settings. Experimental method was applied with 230 male and female university students using stimuli of an on-line site as well as an off-line window display presenting the same white t-shirts. Color sensibility factors of white t-shirt were hedonic, stimulating, active, and spatial senses. These color sensibility factors of the clothing product affected product color attractiveness as well as attitude toward the product. Although there were not differences in color sensibility evaluation, product attractiveness, and attitude toward the product between items presented in on-line and off-line settings, difference was found in the effect of color sensibility on the color attractiveness and attitude toward the product. The effect of color sensibility on color attractiveness and attitude toward the product was stronger in on-line than in off-line setting. Hedonic sense was the most important factor influencing attractiveness of product color and attitude toward the product. In addition, spatial sense affected attractiveness of product color in on-line setting; and stimulating sense impacted attitude toward the product in off-line setting. Based on the results implications were generated.

• Journal of Distribution Science
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• v.19 no.7
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• pp.75-85
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• 2021

Purpose: This study is focused on analyzing the key reasons why One-brand Shop has been shrinking and Multi-brand shop is rising from the perspective of the trend changes of customer behavior and distribution channel in the Korean cosmetic market. The purpose of this study is to examine the factors influencing the attractiveness of cosmetics distribution channels from a store perspective and a consumer perspective. Research methodology: This study conducted a survey to define the factors that influence the attractiveness of cosmetics distribution channels. A total of 300 samples were investigated. Results: The store factors that influence the attractiveness of the cosmetics distribution channel were product quality, shopping convenience, and store accessibility in the group of single-brand store preferences, and product diversity and store experience in the group of multi-brand store preferences. Conclusions: Core competing factors of One-brand shop include product value, shopping convenience and accessibility. In contrast, Multi-Brand shops offer core competing factors of diversified product portfolio and shop function experience. A new trend has been found that the customer segments of the price-oriented group and the pleasure-oriented group have become the mainstream segments in the Korean cosmetic market. In conclusion, Multi-brand Shops are suggesting better overall customer experiences in terms of distribution channel attractiveness and customer values.

• Journal of Korean Society of Rural Planning
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• v.28 no.4
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• pp.11-18
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• 2022

Recently, the relevance of the Air Quality Index considering major factors related to the air environment and the local economy and community was analyzed in abraod. In Korea, a comprehensive air-quality index has been proposed. In this study, the comprehensive air-quality index and the index that can integrate Gross Domestic Product per capita were summarized as regional attractiveness. As a result of the analysis, Ulsan, Chungnam, Seoul, Chungbuk, and Jeonnam had the highest Gross domestic product per capita, and Jeju, Gyeongnam, and Gyeongbuk had the best Comprehensive air-quality index, and Ulsan had the highest attractiveness. As a result of the correlation analysis, it was found that there was no correlation between the two variables, Gross domestic product per capita and Comprehensive air-quality index, because various factors such as topographical characteristics, hazardous substances, and local government's efforts were not taken into account. As a result of sensitivity analysis, Ulsan had the highest sensitivity and variance for Gross domestic product per capita and Comprehensive air-quality index. As for the relative ratio of attractiveness between regions, Ulsan's attractiveness was 2.95 times that of Daegu's, indicating a large difference between regions.

• Journal of Fashion Business
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• v.20 no.3
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• pp.104-118
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• 2016

As more consumers avoid ads aided by advanced technologies that conveniently block ads, traditional advertising is becoming less effective than ever before. Product placements are increasingly executed to unobtrusively expose products and brands to consumers while they watch media programs. The current study attempts to enhance our understanding of the factors that affect consumer attitude towards the brands placed in TV dramas. In particular, this study examines whether the attractiveness of actors and the congruency between the products placed and the story of the TV drama influence consumer attitudes towards the TV drama and the brand. A total of 211 male consumers in their 20s and 30s were used for data analyses. Structural equation modelling revealed that the product-story congruence had a positive impact on consumer attitude towards the TV drama as well as their attitude towards the brand. Actor attractiveness (in terms of similarity and likability) positively influenced consumer attitude towards the brand. Only the perceived likability dimension of actor attractiveness was found to affect consumer attitude towards the TV drama.

• Journal of Digital Contents Society
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• v.19 no.4
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• pp.649-659
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• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.1161-1179
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• 2022

In this study, the effects of show host's verbal communication subfactors, such as paralanguage, friendliness, and professionalism, as well as nonverbal communication subfactors, such as demonstration attitude, appearance, and attractiveness, on purchase intention were examined by evaluating customer empathy and product reliability. Data was collected from 20s-50s females. SPSS 23.0 and AMOS 23.0 were used for data analysis. The results revealed that professionalism and friendliness had a positive impact on customer empathy; however, friendliness had a negative impact on product reliability. Moreover, nonverbal communication subfactors had a positive impact on empathy, and appearance had a positive impact on product reliability. In contrast, attractiveness had a negative impact on product reliability, whereas empathy and product reliability had a positive impact on purchase intention. Thus, ensuring appropriate verbal and nonverbal communication is essential for customer empathy and product reliability. Given that a show host's friendliness, professional verbal communication, demonstration attitude, appearance, and attractiveness have a positive impact on customer empathy, these factors should be considered critical qualities of show hosts.

• Journal of Korean Society of Rural Planning
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• v.29 no.3
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• pp.91-97
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• 2023

The purpose of this research is to apply the regional development attractiveness of the national level determined in the previous study to the city and county level of Chungcheongnam-do. We verified results with the population change of the floating population data. In order to measure regional development attractiveness in 2020, Chungcheongnam-do's integrated air environment index and per capita gross regional product were gathered. Population movement data over the past five years have been used to analyze population changes in the floating population data. Regional development attractiveness depended on the data of GDP per capita, which had a large difference between the maximum and minimum values. The rate of increase or decrease in population change by city and county in Chungcheongnam-do over the past five years has changed significantly since 2021 and characteristics of each group were grouped into four groups. Based on the environment and economic feasibility of the region, it can be the starting point for a new analysis of Korea's regional development projects and the selection of target sites. Policy suggestions can also be made in spatial plans such as short-term comprehensive plans, long-term comprehensive plans, and development plans. It can be a limit of this research that regional development attractiveness was determined by the relatively large per capita gross domestic product. It is necessary to further develop regional development attractiveness by closely investigating the characteristics of the region, social problems, and emissions of environmentally harmful substances.

• Journal of Information Technology Services
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• v.18 no.5
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• pp.1-16
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• 2019

This work tries to empirically validate the effect of influencers' product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers' usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers' videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.