• 유통과학연구
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• 제21권12호
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• pp.23-34
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• 2023

Purpose: The purpose of this study is to identify factors affecting satisfaction as well as the intention of Gen Z customers to reorder food online in the context of a crisis. Research design, data and methodology: Data for this cross-sectional study were collected via the Internet by conducting an online survey of 652 Gen Z respondents, aged 15-25, in the south of Vietnam and using a convenience sampling method. To analyse the reliability of the scales, SPSS was used to run Cronbach's alpha. Then, SmartPLS was used to assess the measurement model, including variable reliability and validity, convergent validity, and discriminant validity of the proposed model, as well as test the hypotheses with partial least squares structural equation modelling (PLS-SEM). Results: Social influence, price value, and convenience all have a positive effect on satisfaction and repurchase intention. Satisfaction not only plays a critical role in mediating the relationship between social influence, price value, convenience and repurchase intention but also has a positive impact on repurchase intention towards buying food online. Conclusions: This study was successful in identifying the factors of repurchase intention in a crisis setting among Gen Z customers by developing a theoretical research model via literature to complete a brief Theory of Planned Behaviour model. This study also took an innovative approach to earlier ones by demonstrating not just the significant effect of social influence on satisfaction and repurchase intention, but also by identifying critical variables that managers should focus on increasing and improving management.

• 유통과학연구
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• 제21권12호
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• pp.47-58
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• 2023

Purpose: Post-purchase service in online platforms has created an exciting focus for consumer behavior studies. This study intends to ascertain the impact of post-purchase shipping dimensions (shipping service, tracking service, return service, and customer care) on customer satisfaction and behavior intention. The authors developed a new model considering behavioral intention as the endogenous variable integrated framework of previous studies. Research Design and Methodology: The total sample is 223 respondents, selected using purposive sampling. The data collection uses Google Forms and is analyzed using AMOS Structural Equation Modeling (SEM). Results: Our findings showed shipping, tracking, returns, and customer service positively impact customer satisfaction, and customer satisfaction mediates shipping, returns, and customer service on customer behavior intent. Furthermore, customer satisfaction does not affect the effect of tracking service on customer behavior intention. Conclusion: Our hypothesis of the relationship between the post-purchase dimension and customer satisfaction was supported. However, only two of our three mediating hypotheses are supported. The mediating effect of customer satisfaction on the post-purchase dimension on behavioral intention is insignificant, while their direct relationship was significant. It showed that, concerning tracking service, customer satisfaction is not a requirement for the customer to perform behavioral intention in an e-retail context.

• IMMUNE NETWORK
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• 제23권4호
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• pp.32.1-32.15
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• 2023

Most influenza vaccines currently in use target the highly variable hemagglutinin protein to induce neutralizing antibodies and therefore require yearly reformulation. T cell-based universal influenza vaccines focus on eliciting broadly cross-reactive T-cell responses, especially the tissue-resident memory T cell (T_RM) population in the respiratory tract, providing superior protection to circulating memory T cells. This study demonstrated that intramuscular (i.m.) administration of the adenovirus-based vaccine expressing influenza virus nucleoprotein (rAd/NP) elicited weak CD8 T_RM responses in the lungs and airways, and yielded poor protection against lethal influenza virus challenge. However, a novel "prime-and-deploy" strategy that combines i.m. vaccination of rAd/NP with subsequent intranasal administration of an empty adenovector induced strong NP-specific CD8⁺ T_RM cells and provided complete protection against influenza virus challenge. Overall, our results demonstrate that this "prime-and-deploy" vaccination strategy is potentially applicable to the development of universal influenza vaccines.

• 한국의학물리학회지:의학물리
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• 제35권1호
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• pp.1-9
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• 2024

Margin inclusion or exclusion remains the most critical and controversial aspect of stereotactic radiosurgery (SRS) for metastatic brain tumors. This review aimed to examine the available literature on the impact of margins in SRS of brain metastasis and to assess the response of some medical physicists on the use of these margins. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses method was used to review articles published in PubMed, Embase, and Science Direct databases from January 2012 to December 2022 using the following keywords: planning target volume, brain metastasis, margin, and stereotactic radiosurgery. A simple survey consisting of five questions was completed by ten medical physicists with experience in SRS treatment planning. The results were analyzed using IBM SPSS Statistics version 26.0. Of the 1,445 articles identified, only 38 articles were chosen. Of these, eight papers were deemed relevant to the focus of this review. These papers showed an increase in the risk of radionecrosis, whereas differences in local control were variable as the margin increased. In the survey, the response rate to whether or not to use margins in SRS, a critical question, was 50%. Margin addition increases the risk of radio necrosis. The local control rate varies among treatment modalities and cannot be generalized. From the survey, no consensus was reached regarding the use of these margins. This calls for further deliberations among professionals directly involved in SRS.

• 한국프랜차이즈경영연구
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• 제15권3호
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• pp.17-25
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• 2024

Purpose: Color induces psychological responses in consumers, and the importance of color in marketing strategies is continuously emphasized. In particular, color can significantly influence consumers' purchasing decisions, even for food products. In this context, this study aims to examine the role of color naming in affecting consumers' product evaluations and purchase intentions for food products, with a focus on how the times of consumption acts as a moderating variable. Research design, data and methodology: This study designed the experiment using the Qualtrics program and recruited a total of 206 participants residing in the Eastern United States through the Amazon Mechanical Turk. Result: The experimental results showed that the ambiguity of color naming had different effects on consumer product evaluation and purchase intention depending on the times of consumption. Specifically, during the daytime, ambiguous color naming led to more positive evaluations and higher purchase intentions for the product, whereas these effects diminished during the nighttime. Conclusions: Considering the time of consumption in marketing strategies is essential for applying color naming effectively.

• 한국심리학회지:학교
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• 제8권1호
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• pp.43-59
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• 2011

본 연구의 목적은 메타분석을 통해 청소년 리더십 관련 변인들을 알아보고 효과의 크기를 비교함으로써 현행 입학사정관 리더십 전형제도를 위한 시사점을 도출하는 것이다. 이러한 연구 목적을 달성하기 위한 구체적인 연구 문제는 다음과 같다. 첫째, 선행되었던 청소년 리더십연구는 주로 어떤 변인들을 다루어왔으며, 이들 변인들을 선행연구의 범주대로 분류할 수 있는가? 둘째, 청소년 리더십 관련 변인군의 효과크기는 어느 정도인가? 셋째, 관련 변인군의 하위 요인들의 효과크기는 어느 정도인가? 이를 위해 본 연구는 10년간의 청소년 리더십 관련 연구 20편을 수집하여 메타분석을 통해 각 영향변인의 92개 효과크기를 비교, 분석하였다. 본 연구의 구체적인 연구결과는 다음과 같다. 첫째, 청소년 리더십 관련 변인은 인구학적 변인, 조직 활동 변인, 가정환경 변인, 사회심리적 변인으로 분류될 수 있었고, 둘째, 가장 큰 효과크기를 보인 변인은 사회심리적 변인군이었으며(ES=.9624) 셋째, 하위 요인으로는 자아존중감(ES=1.3231), 생활만족도(ES=1.1737) 순으로 효과크기가 큰 것으로 나타났다. 마지막으로 연구결과를 근거로 앞으로 국내 입학사정관 리더십 전형의 학생선발방법을 위한 제언을 제시하였다.

• Asia Marketing Journal
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• 제15권3호
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• pp.53-77
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• 2013

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm's marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm's marketing activity increases the level of the firm's product market information and thereby the dispersion in financial analysts' earnings forecasts decreases. With less uncertainty about the firm's future prospect, the firm's managers and shareholders have less information asymmetry, which reduces the firm's cost of capital and thereby increases the valuation of the firm. To our knowledge, this is the first paper to examine how informational benefits can mediate the effect of marketing activity on firm value. To test whether marketing activity contributes to increase in firm value by mitigating information asymmetry, this study employs a longitudinal data which contains 12,824 firm-year observations with 2,337 distinct firms from 1981 to 2006. Firm value is measured by Tobin's Q and one-year-ahead buy-and-hold abnormal return (BHAR). Following prior literature, dispersion in analysts' earnings forecasts is used as a proxy for the information gap between management and shareholders. For model specification, to identify mediating effect, the three-step regression approach is adopted. All models are estimated using Markov chain Monte Carlo (MCMC) methods to test the statistical significance of the mediating effect. The analysis shows that marketing intensity has a significant negative relationship with dispersion in analysts' earnings forecasts. After including the mediator variable about analyst dispersion, the effect of marketing intensity on firm value drops from 1.199 (p < .01) to 1.130 (p < .01) in Tobin's Q model and the same effect drops from .192 (p < .01) to .188 (p < .01) in BHAR model. The results suggest that analysts' forecast dispersion partially accounts for the positive effect of marketing on firm valuation. Additionally, the same analysis was conducted with an alternative dependent variable (forecast accuracy) and a marketing metric (advertising intensity). The analysis supports the robustness of the main results. In sum, the results provide empirical evidence that marketing activity can increase shareholder value by mitigating problem of information asymmetry in the capital market. The findings have important implications for managers. First, managers should be cognizant of the role of marketing activity in providing information to the financial market as well as to the consumer market. Thus, managers should take into account investors' reaction when they design marketing communication messages for reducing the cost of capital. Second, this study shows a channel on how marketing creates shareholder value and highlights the accountability of marketing. In addition to the direct impact of marketing on firm value, an indirect channel by reducing information asymmetry should be considered. Potentially, marketing managers can justify their spending from the perspective of increasing long-term shareholder value.

• Asia pacific journal of information systems
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• 제19권3호
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• pp.69-98
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• 2009

We investigated what factors motivate gamers to participate in a guild and why they continue to be engaged as members of the guild. We find that, based on the result of focus group interviews with MMORPG gamers, social support and self-esteem factors play important roles. Considering both prior research and the focus group interviews we have conducted, we define social support and character control as independent variables. Character identity, guild identity, and self-esteem are proposed as mediating variables while guild flow and game loyalty as dependent variables. Accordingly, we develop the research model and hypotheses, and verify them empirically. Based on our experiences of playing the WoW game, we proposed a research model and conducted focus-group interviews (FGIs). FGIs involve formulating a hypothesis and then collecting some relevant data. FGIs were conducted face-to-face with students of C University in Korea. We formulated structured interview schedules, and the questions were based on our research variables and personal experiences. The questions for the interviews encompassed the following areas: (a) the demographic characteristics of the focus group; (b) the number of years for which respondents had played online games; (c) the motive for starting a game; (d) the number of game-characters assumed by each gamer; (e) the type of game played; and (f) other issues such as the reasons for involvement in the play, the willingness to reuse the game in case new versions were released, etc. On average, it took two hours to interview each of three groups. A primary set of FGIs was conducted with three groups on the premise that there would be some differences caused by character race (Horde vs. Alliance) or by playable server (Normal vs. Combat). With respect to the manner of playing, we found that guild members shared information, felt a sense of belonging, and played computer games for quite a long time through the guild; however, they did not undergo these experiences when playing alone. Gamers who belonged to a specific guild helped other players without expecting compensation for that, freely shared information about the game, gave away items for free, and more generous with other members who made mistakes. The guild members were aware of the existence other members and experienced a sense of belonging through interactions with, and evaluations from, other players. It was clear that social support was shown within the guild and that it played an important role as a major research variable. Based on the results of the first FGIs, a second set of in-depth FGIs was carried out with a focus on the psychology of the individual within the guild and the social community of the guild. The second set of FGIs also focused on the guild's offline meetings. Gamers, over all, recognize the necessity of joining a community, not only off-line but also online world of the guild. They admit that the guild is important for them to easily and conveniently enjoy playing online computer games. The active behavior and positive attitudes of existing guild members can motivate new members of the guild to adapt themselves to the guild environment. They then adopt the same behaviors and attitudes of established guild members. In this manner, the new members of the guild strengthen the bonds with other gamers while feeling a sense of belonging, and developing social identity, thereby. It was discovered that the interaction among guild members and the social support encouraged new gamers to quickly develop a sense of social identity and increase their self-esteem. The guild seemed to play the role of socializing gamers. Sometimes, even in the real world, the guild members helped one another; therefore, the features of the guild also spilled over to the offline environment. We intend to use self-esteem, which was found through the second set of FGIs, as an important research variable. To collect data, an online survey was designed with a questionnaire to be completed by WoW gamers, who belong to a guild. The survey was registered on the best three domestic game-sites: 'WoW playforum,' 'WoW gamemeca,' and 'Wow invent.' The selected items to be measured in the questionnaire were decided based on prior research and data from FGIs. To verify the content of the questionnaire, we carried out a pilot test with the same participants to point out ambiguous questions as a way to ensure maximum accuracy of the survey result. A total of 244 responses were analyzed from the 250 completed questionnaires. The SEM analysis was used to test goodness-of-fit of the model. As a result, we found important results as follows: First, according to the statistics, social support had statistically significant impacts on character control, character identity, guild identity and self-esteem. Second, character control had significant effects on character identity, guild identity and self-esteem. Third, character identity shows its clear impact on self-esteem and game loyalty. Fourth, guild identity affected self-esteem, guild flow and game loyalty. Fifth, self-esteem had a positive influence on the guild flow. These days, the number of virtual community is rising along with its significance largely because of the nature of the online games. Accordingly, this study is designed to clarify the psychological relationship between gamers within the guild that has been generally established by gamers to play online games together. This study focuses on the relationships in which social support influences guild flow or game loyalty through character control, character identity, guild identity, and self-esteem, which are present within a guild in the MMORPG game environment. The study results are as follows. First, the effects of social support on character control, character identity, guild identity and self-esteem are proven to be statistically significant. It was found that character control improves character identity, guild identity and self-esteem. Among the seven variables, social support, which is derived from FGIs, plays an important role in this study. With the active support of other guild members, gamers can improve their ability to develop good characters and to control them. Second, character identity has a positive effect on self-esteem and game loyalty, while guild identity has a significant effect on self-esteem, guild flow and game loyalty. Self-esteem affects guild flow. It was found that the higher the character and guild identities become, the greater the self-esteem is established. Contrary to the findings of prior research, our study results indicate that the relationship between character identity and guild flow is not significant. Rather, it was found that character identity directly affects game players' loyalty. Even though the character identity had no direct effect on increasing guild flow, it has indirectly affected guild flow through self-esteem. The significant relationship between self-esteem and guild flow indicates that gamers achieve flow, i.e., a feeling of pleasure and excitement through social support. Several important implications of this study should be noted. First, both qualitative and quantitative methods were used to conduct this study. Through FGIs, it was observed that both social support and self-esteem are important variables. Second, because guilds had been rarely studied, this research is expected to play an important role in the online community. Third, according to the result, six hypotheses (H1, H5, H6, H7, H8, and H11) setup based on FGIs, were statistically significant; thus, we can suggest the corresponding relationships among the variables as a guideline for follow-up research. Our research is significant as it has following implications: first, the social support of the guild members is important when establishing character control, character identity, guildidentity and self-esteem. It is also a major variable that affects guild flow and game loyalty. Second, character control when improved by social support shows notable influence on the development of character identity, guild identity and self-esteem. Third, character identity and guild identity are major factors to help establish gamers' own self-esteem. Fourth, character identity affects guild flow through self-esteem and game loyalty. The gamers usually express themselves through characters; the higher character identity is, the more loyalty a gamer has. Fifth, guild identity, established within the guild, has clear effects on self-esteem, guild flow and game loyalty. Sixth, qualitative and quantitative methods are employed to conduct this study. Based on the results of focus group interviews and SEM analysis, we find that the social support by guild members and psychological factors are significant in strengthening the flow of guild and loyalty to the game. As such, game developers should provide some extra functions for guild community, through which gamers can play online games in collaboration with one another. Also, we suggest that positive self-esteem which is built up through social support can help gamers achieve higher level of flow and satisfaction, which will consequently contribute to minimizing the possibility for the players to develop negative attitude toward the guild they belong to.

• 지능정보연구
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• 제22권1호
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• pp.43-61
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• 2016

온라인 쇼핑몰의 상품에 대한 고객 리뷰는 구매자들의 구매 의사결정에 영향을 미치고 있으며 중요한 구전효과의 원천과 의사결정의 정보 원천의 역할을 하고 있다. 한 제품에 대한 리뷰가 무척 많기에 온라인 쇼핑몰들은 고객 리뷰 평가 방안을 도입하였고, 이를 통해 고객들에게 유용하리라고 판단되는 리뷰들을 걸러서 보여주거나 강조할 수 있게 되었다. 리뷰 평가 방안은 해당 리뷰가 도움이 되었는지 혹은 도움이 되지 않았는 지를 리뷰를 읽은 고객이 평가하게 하는 방안이다. Amazon.com은 고객 평가를 바탕으로 총 투표 수 중에서 유용하다는 투표 수의 비율을 리뷰 유용성 지표로 삼고 있으며, Yelp.com은 유용하다는 투표 수 자체를 유용성 지표로 삼고 있다. 본 연구는 고객 리뷰의 감성과 독해 용이성이 리뷰의 유용성에 미치는 영향을 파악하고자 한다. Amazon.com의 고객 리뷰 자료를 활용하여 비율형 유용성 지표를 종속변수로 하는 유사한 연구들이 수행되어 왔다. 본 연구에서는 Yelp.com의 리뷰 자료를 활용하여 가산형 리뷰 유용성 지표인 경우에도 동일한 효과가 존재하는지를 검토하고자 한다. Yelp.com의 음료와 음식 카테고리에 해당하는 업종에 대한 리뷰를 자료로 활용하였으며, 점포의 명성과 인기도 데이터를 파악할 수 있는 170,294개의 리뷰를 분석에 활용하였다. 분석결과는 리뷰의 긍정 정도는 유용 투표수를 늘리는데 음의 영향을 미쳤다. 평가가 긍정적인 리뷰에서는 음의 영향관계가 유의 하였으나, 평가가 부정적인 리뷰에서는 리뷰의 긍정 정도가 유용 투표 수에 미치는 영향은 유의하지 않았다. 독해 용이성은 리뷰가 읽기 어려울 수록 높은 값을 갖으며, 독해의 어려운 정도는 유용 투표수 획득에 음의 영향을 미쳤다. 독해 용이성은 긍정 리뷰, 부정 리뷰 관계없이 모두 음의 영향을 미치는 것으로 분석되었다. 이 결과는 유용 투표수가 0인 리뷰를 포함하여 영과잉 음이항 회귀분석을 수행한 경우와 유용 투표수가 0인 리뷰를 제외하고 음이항 회귀분석을 수행한 경우 모두 동일하게 파악되었다.

• 마케팅과학연구
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• 제19권2호
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.