• 디지털산업정보학회논문지
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• 제17권2호
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• pp.47-72
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• 2021

This research aims to examine the cause-and-effect relationship between the user's purchase intention and word-of-mouth for Instagram advertisements. In addition, Instagram currently has many users in the order of Kakao Talk, Facebook, and Instagram. However, most of the previous prior papers are research on the current status of Instagram. Recent research on Instagram advertising has been lacking. This research is academically significant in that it conducted with the focus on advertising on Instagram. In addition, we provide a framework based on future research in that we proposed a model between human psychology and the oral effect on how much Instagram affects purchasing through the theory of emotional response (PAD). Future studies need to demonstrate the relationship between emotion response (PAD) factors that directly affect purchase intent. Finally, it will need to be studied to analyze purchasing patterns using data mining techniques between different social network services.

• 복식문화연구
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• 제22권4호
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• pp.595-604
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• 2014

Tiffany & Co. had been recognized so highly in Korea even before its official advance to the country in 1991 that a successful jewelry company was called 'Korean Tiffany'. The purpose of this study was to explain how American brand Tiffany had been spread and recognized among Korean people by analyzing related articles and advertisements during the period from the Liberation to the 1989. The research method used in this study was the articles of newspapers and relevant literature. This is the result that, with the run of movie 'Breakfast at Tiffany's in Korea in 1962, the trade name and trademark of Tiffany were used illegally not only by jewelry traders but also by other businesses. Other luxury jewelry brands in the same period could not enjoy indirect advertising and spillover effects as good as Tiffany. As a result, a successful jewelry company was called 'Korean Tiffany' in 1989, and the expression is still valid in the country.

• 한국의류학회지
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• 제32권2호
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• pp.328-339
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• 2008

The purpose of this study is to investigate the difference of the response to fashion ad and its effect between traditional ad and postmodern ad, to examine the difference of the response to fashion ad and its effects according to sensation seeking tendency, and to investigate the effect of the response to fashion ad on its effect. For the purposes of this study, two postmodern ads and one traditional ad were selected as stimuli and data were collected from 230 female college students. The results are as follows: 1) Postmodern advertisement was unique, impacting, hard-to-understand, sensory-stimulating, and fantastic, when compared to traditional advertising. 2) Consumers felt disgusted by confusion and shock coming from postmodern advertising, but at the same time, recognized its value as an advertisement and took more pleasure and fun from it. 3) Consumers with high sensation-seeking-tendency perceived postmodern ads more sensually and showed more positive response to the postmodern ads. 4) While subjective, emotional response affected the attitude toward advertisements, sensory-stimulating affected the attitude toward brand and purchase intention. Thus, cognitive response should also be considered significant to form brand equity in long term.

• 유통과학연구
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• 제15권7호
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• pp.25-33
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• 2017

Purpose - This study aims to explore how a combination of the advertisement presentation vividness and consumers' regulatory focus affects choice. In addition, it seeks to the understanding for the psychological process by using consumers' response with experimental designs. Research design, data, and methodology - This research conducted two experiments based on the scenario. Specifically, Experiment 1 used a 2 (vividness of advertisement presentation: picture vs. word) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Experiment 2 used a 2 (vividness of advertisement presentation: detailed description vs. less detailed description) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Results - Two studies showed that prevention-focused individuals, when presented with a vivid presentation, were more likely to choose the advertised option compared with advertisements presented less vividly appearance. In contrast, promotion-focused individuals showed no difference in choice shares regardless of advertisement presentation vividness. In addition, these effects were mediated by the imagery toward the advertised information. Conclusions - The current research found how consumers' inherent motivation affects the extent of imagery in a purchase decision and a new perspective to previous studies with regards to regulatory focus. Further, this research suggested new advertisement strategies to corporations.

• 한국융합학회논문지
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• 제12권4호
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• pp.113-123
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• 2021

이 논문은 SNS 광고의 수사학적 표현 유형에 대한 실험 자극을 통해 커뮤니케이션 효과를 밝혀보는데 목적을 두었다. 간접적인 감정적 반응 수준과 SNS 매체의 크리에이티브 단서들을 통한 참여자의 역동적인 커뮤니케이션 반응을 실험을 통해 분석하였다. 참여자는 실험의 목적을 충분히 이해하고 있는 대학생들로 제한하였다. SNS 미디어 플랫폼에 대한 대리적 감정 경험은 수용자의 반응에 유의적인 영향을 미치는 것으로 밝혀졌다. 네트워킹 미디어 플랫폼에 대한 대리적 감정경험이 높을수록 더 긍정적인 결과가 나타났다. 수용자의 대리적 감정경험과 수사적 크리에이티브 유형 간에도 유의적인 상호작용효과가 발생하였다.

• 감성과학
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• 제15권4호
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• pp.517-526
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• 2012

This study investigated the impact of individual differences in motivational reactivity on cognitive effort, memory strength (sensitivity) and decision making (criterion bias) in response to Internet ads with positive and negative content. Individual variation in trait motivational activation was measured using the Motivational Activation Measurement developed by A. Lang and her colleagues (A. Lang, Bradley, Sparks, & Lee, 2007). MAM indexes an individual's tendency to approach pleasant stimuli (ASA, Appetitive System Activation) and avoid unpleasant stimuli (DSA, Defensive System Activation). Results showed that individuals higher in ASA exert more cognitive effort during positive ads than individuals lower in ASA. Individuals higher in DSA exert more cognitive effort during negative ads compared to individuals lower in DSA. ASA did not predict recognition memory. However, individuals higher in DSA recognized ads better than those lower in DSA. The criterion bias data revealed participants higher in ASA had more conservative decision criterion, compared to participants lower in ASA. Individuals higher in DSA also showed more conservative decision criterion compared to individuals lower in DSA. The theoretical and practical implications are discussed.

• 감성과학
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• 제19권2호
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• pp.43-54
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• 2016

본 연구에서는 소비자 혁신성이 온라인 패션광고의 지속가능성에 대한 평가와 광고제품 구매의도에 미치는 영향을 분석하였다. 인터넷과 모바일의 온라인 패션광고를 접한 경험이 있는 소비자를 대상으로 설문조사를 실시하였으며, 최종 573명의 데이터가 분석되었다. 수집된 자료는 요인분석, t 검증, 중회귀분석을 사용하여 분석하였다. 소비자 혁신성 평균값을 중심으로 혁신성이 높은 집단과 낮은 집단을 구분하였다. 연구결과는 다음과 같다. 첫째, 온라인 패션광고의 지속가능성 개념은 광고표현의 객관성, 광고표현의 비유해성, 개인정보의 보호성, 웹이용 비침해성 등 4개 요인의 하위차원으로 구성되었음을 확인하였다. 둘째, 소비자 혁신성이 높은 집단이 낮은 집단에 비해 인터넷 사용시간 뿐만 아니라 온라인 광고경험이 유의하게 높았다. 그리고 소비자 혁신성 높은 집단이 낮은 집단에 비해 온라인 패션광고의 하위 차원 중에서 개인정보 보호성, 웹이용 비침해성, 광고표현 객관성을 유의하게 높게 인식하고 있었다. 마지막으로, 소비자 혁신성이 높은 집단에서는 광고표현 객관성, 웹이용 비침해성이 광고제품의 구매의도에 유의한 영향을 미쳤으며, 소비자 혁신성이 낮은 집단에서는 광고표현 객관성, 개인정보 보호성이 광고제품의 구매의도에 유의한 영향을 미치는 것으로 나타났다.

• 동아시아식생활학회지
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• 제24권6호
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• pp.924-932
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• 2014

This study investigated intake of energy drinks, side effects and willingness to stop intake of 255 high school students in Gyeoungbuk region. The data were collected by the self-administered questionnaire. Frequency, t test, one-way ANOVA, Duncan's multiple range test, and ${\chi}^2$ test were conducted by SPSS Window V.21.0. About 78% of the respondents had experience of intake of energy drinks. The respondents were aware of energy drinks from 'advertisements on mass media (44.3%)', 'friends (32.2%)', and 'looking in stores (16.9%)'. The mean of the amount of energy drink intake per day was 30.62 mg. Forty-four percent of the respondents had energy drinks during an examination period, and 37% took it at home. The main reasons for intake of energy drinks were 'to fight off sleepiness', 'to recover from fatigue', and 'good taste' in order. Many respondents answered that energy drinks did not much help to increase concentration or learning ability. About 72% of the respondents experienced 'not feel sleepy' after having energy drinks. Half of the respondents experienced side effects such as palpitation, insomnia, and increase of urination. Most respondents had willingness to stop having energy drinks if it had bad effect on health.

• 보건교육건강증진학회지
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• 제31권2호
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• pp.65-78
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• 2014

Objectives: The aim of this study is to evaluate promotional Internet health information on health functional foods with regard to labeling information, website structure, and overall quality. Methods : The websites of 15 producers of three health functional foods (Red ginseng, vitamin, aloe) were selected. Ministry of Food and Drug Safety (MFDS) required labeling information was used to evaluate the integrity of basic information, and the structural properties of the websites were investigated. Moreover, DISCERN instrument was used to evaluate reliability and quality of information. Results : 1) Among MFDS required labeling information, seven items, including 'sell by date', and 'possible side effects' were not fully specified, and only 6.7% of Internet advertisements provided 'possible side effects'. 2) Each of 92.9% of these websites offered 'Introducation to websites and producers', and 'customer service', whereas only 64.3% and 42.9% of these websites offered 'FAQ about website utilization' and 'multilingual support', respectively. 3) The evaluation using DISCERN instrument showed the scores of $2.03{\pm}0.24$ in reliability, $1.87{\pm}0.28$ in quality, and $2.10{\pm}0.55$ in overall quality. Conclusions : Current promotional Internet health information on health functional foods has various weaknesses in terms of reliability and quality that need to be improved.

• 한국안전학회지
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• 제34권6호
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• pp.76-87
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• 2019

This study was conducted to check the cabin crew's safety perception in relation to the airline's safety climate and cabin crew's safety action and to verify that the safety perception's mediation effects. The results of the study confirmed that all three factors of the safety climate have a significant impact on safety perception, and among them, safety practice is the most significant. Accordingly, Airlines need to establish a community that enables real-time information exchange for air accidents so that the cabin crew can present real-time examples of safety-related accidents. In addition, it will be necessary to work with external safety agencies to form an active attitude for the establishment of safety procedures in order to prevent recurrence of safety problems while considering the causes of such incidents internally in the event of an airline safety accident. In addition, it was confirmed that safety training was the most significant factor to safety action, among which all three elements of the safety climate had a significant effect on safety action. Therefore, airlines need to expand practical training on aircraft to full-scale safety training to build an immediate resolution for cabin crews in the event of an air accident. In addition, safety training should be established to encourage collaboration among aviation safety-related personnel to participate in safety training together to address aviation safety from a diverse point of view. Safety perception was has a significant effect on safe action. Therefore, airlines should reinforce the airline's safety management system by checking the status of the cabin crew's safety perception extending the level of punishment to the scope of retirement or disqualification to establish a firm awareness of safety. Finally, the safety perception has demonstrated partial mediation effects in relation to the safety climate and safety action. Therefore, the airline needs to improve the duties of the cabin crew that interferes with cabin safety duties. In addition, airlines should utilize advertisements emphasizing that safety is first.