• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.501-508
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• 2015

This study intends to look into the perception gap among Korean and Chinese consumers regarding the product attitudes toward smart phones and repurchase intention as well as the user experience. First, this study showed that there are gaps among Korean and Chinese consumers, regarding smart phones, toward their experiences of usage satisfaction, usefulness, design satisfaction, and evaluation from other people and that Chinese consumers have higher awareness of every experience element concerning UI than Korean consumers. Second, concerning the difference in the product attitudes toward smart phones, it turns out that Chinese consumers also have higher awareness of it than Korean consumers. Third, regarding the difference in repurchase intention for smart phones among Korean and Chinese consumers, this study shows that Chinese consumers are likely to have more intention than Korean consumers. because their average value is higher than Korean consumers' even though the difference are not statistically significant. This study is expected to have academic meaning(significance) for providing basic materials of comparative study between two countries regarding the user experience about smart phone as well as some useful implications for the competitive power improvement of Korean smart phone related companies in China.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.53-72
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• 2007

The Internet is now an integral part of the everyday lives of a majority of people. They are demanding web sites that offer credible information - Just as much as they want sites that are easy to navigate. But the online reality today is that few Internet users say they can trust the web sites that have products for sale or the sites that offer advice about which products and services to buy. Users want the web sites they visit to provide clear information to allow them to judge the site's credibility. Users want to know who runs the site; how to reach those people; the site's privacy policy; and how the site deals with mistakes. In the eyes of users all sites ate not equal. Users have different credibility standards for different types of sites. For news and information sites users want advertising clearly labeled as advertising. And users want the site to provide a list of the editors responsible for the site's contents, including the editor's email address. For e-commerce sites, user expectations and demands are just about as high as they can be. They say that it is very important that these sites provide specific, accurate information about the site's policies and practices.

• Asia pacific journal of information systems
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• v.22 no.4
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• pp.125-149
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• 2012

As the smart phone is propagating rapidly, the importance of mobile advertisement has also grown. One of the main characteristics of the Internet and smart phone advertising is that they can deliver personalized advertisements to each customer. The smart phone enables the identification of additional personalized information such as the customer's location and the accessibility to the site at any place any time. As the Internet platform becomes richer, firms that offer the ad services via the wired PC Internet and wireless smart phone are seeking various types of personalized ads. However, their service platform and Information and Communication Technology (ICT) platform should be suitable to the characteristics of personalized ads. This research explores various types of personalized ad methods and evaluates their adequacy encompassing four types of ad service platforms (such as search portal, news portal, e-mall servers, and SNS) and two types of ICT platforms (PC Internet and smart phone). To this end, we classified the personalized ads into seven types: three basic types and four composite types. The basic types of ad methods are identified by considering the current activity that the customer is engaged, the individual profile and log history, and the customer's current location or planning location. Four composite types of ad methods are constructed as the combination of these basic types. For those types of ad methods, we evaluate whether each ad method adequately maps with four types of ad service platforms and two types of ICT platforms. We proposed a metric of evaluation and demonstrated the concept with illustrative numbers. Specifically, we analyze and compare personalized ad methods in three ways. Firstly, the possibility of implementing a personalized ad method on the platform is analyzed to confirm the degree of suitability. Secondly, the value of personalized ad method is analyzed based on the customer accessibility. Lastly, expected effectiveness for each personalized ad method is computed by multiplying the possibility and the value. Through this kind of analysis, the ad service providers as well as advertising companies can evaluate what kinds of personalized ad methods and platforms are possible and suitable to maximize their ad effectiveness on the Internet and smart phone platforms.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.353-374
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• 2001

Price and brand are two major attributes of products that consumer purchases. Price is important because it is often a measure of worth and quality. Some consumers purchase only well-known national brands. However, By reason of the price competition on account of new business condition and depressions, and consumers practical and rational purchasing tendency, consumers tend to purchase private brands(PB hereafter) because as consumers they expect that producers have reasonable and acceptable quality. Accordingly, The study, with intrinsic cue, extrinsic cue, familiarity anything like these cues from the study of Richardson et aI(1994, 1996), intends to present current topics we guide in retailer's promotion strategy for PB. As for investigating how quality evaluation has on effect on the private brands purchasing behavior of discount store grocery items. This study establishes a hypotheses on the basis of the quality evaluation cues of PB and literature review for purchasing behavior and collects materials for consumers about 196, and also analyzes them using a variety of SPSS/PC+package program. Therefore, the findings of this study provide the following managerial implications. 1) Retailer will successful in increasing private brand market share through dramatic improvement in package design, labeling, advertising, and branding strategies. 2) Planned Purchasers have high intention to repurchase PB because they buy them reasonably in accordance with the estimate therefore, they might have word-of-mouth effect for the evaluation of quality and recognition. They need to acknowledge benefits for PB purchases to maintain purchase like that. 3) The main consumers are housewives in their thirties and forties and they something reasonably because they have a lot of family and retailer will work out.

• Journal of Korean Public Health Nursing
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• v.28 no.2
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• pp.372-386
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• 2014

Purpose: This study was conducted in order to prove related practice factors of handwashing with soap and its practices by students in South Korea. Method: The subjects consisted of 700 students. Data were collected in Sep 2013 and were analyzed using descriptive statistics, chi-square test, and logistic regression analysis. Results: Total number of handwashing times was 7.5 per day. 65.1% of the students used soap and most of the students washed their hands for 20 seconds(31.1%). Self-evaluation, awareness of effect for prevention of infectious disease, and need for handwashing education were positive, but evaluation of toilet environment was negative. Most of the students washed their hands for 21 seconds(%), and methods of handwashing were not appropriate. Level of awareness was over 85% in most items. Practice differed significantly according to locations, pattern of school, self-evaluation, awareness of effect for prevention of infectious disease, need for education handwashing, and toilet environment. Conclusion: These findings indicate that the students learned methods of handwashing for its practice in South Korea, and they were considered as general characteristics of handwashing from students. In addition, results mentioned above will be reflected in development of educational programs for improvement of handwashing efficiency.

• Science of Emotion and Sensibility
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• v.8 no.3
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• pp.177-187
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• 2005

This article examined how the amount of information presented in ad design affect consumer's evaluation on the ad Existing researches have mainly considered external information presented in the ad from the resource principle perspective. This study investigated how internal information processing such as imagery information processing caused by brand names moderates persuasion effects according to the amount of external information through two experiments. The experiments leave us the conclusion that brand names presented in the ads stimulate imagery information processing when surplus cognitive resources do exist and they lead ad recipients' evaluation to positive direction in prestige brand condition and to the contrary to negative direction in non-prestige brand condition. The results contribute to the direction of ad design in that ad needs not contain as muck product-related information as needed in order to increase persuasion effects in prestige brand condition. Rather, it's necessary to leave the room for internal information processing such as imagery information processing by well structured brand equity. On the contrary, non-prestige brand needs to contain explicit product-relevant information to exert a potent influence on a4 persuasion. We hope this study result is helpful for design direction of advertisement in order to heighten persuasion effects toward ad recipients.

• Asia Marketing Journal
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• v.15 no.1
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.14 no.4
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• pp.127-132
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• 2014

In this paper, we propose a digital signage method that can control the contents of the screen and download the desired files to individual smart terminal with no touch of digital signage screen by using Kinect. The main features and contributions of the proposed method are as follows. First, can solve the problems such as the risk of bacterial infection, not cleanliness on the screen as well as maximize advertising effectiveness. Second, can support bi-directional communications with computer while we touch only wanted advertisements. The performance evaluation shows the effectiveness of the proposed method. Especially, we can see that the proposed system operates through the recognition of user's actions when the cursor is within the scope of a certain coordinate and the file transfer time to download information is different depending on the PC performance and the version of personal smart device.

• Journal of the Korean Geographical Society
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• v.38 no.3
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• pp.413-425
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• 2003

This article aims to validate empirically and verify theoretically, the applicability of the spa town life cycle model to Bath Spa located in United Kingdom. In order to test the model, the indicators of the model that associated with the rate of transportation infrastructure, the length of stay, tourist facilities, competitive resorts, advertising, tourism policy, environmental problem and the attitude of residents were examined through a comparative analysis. According to the result of this research, the indicators of 7 items excepting competitive resorts applied to Bath Spa. The competitive resorts of Bath Spa emerge at the maturity stage differing from the model that appeared at the stagnation stage. In conclusion if the new hypothesis of competitive resorts is added to the model, the model will be applied to western spa town, which has a small scale and a long history.