• Journal of Digital Convergence
• /
• v.14 no.3
• /
• pp.105-114
• /
• 2016

As the media environment surrounding us has changed rapidly, the influences of traditional media decrease whereas promotions using new media have been developing remarkably, Under this circumstance, cross-media advertising, which strategically integrates advertisements on multiple media, is getting attention as an effective marketing communication approach. This study investigated consumer responses to cross-media advertising using both online and offline media, focusing on the effects of product involvement, attributes of media connection, and gender. The experiment was conducted towards adult consumers aged 20 to 39. Results confirmed that the interaction effect between product involvement and attributes of media connection on brand attitude and behavioral intention was significant by a moderating role of gender. Based on the results from this study, both theoretical and practical implications were discussed, as were directions for future research.

• Journal of Digital Convergence
• /
• v.18 no.12
• /
• pp.363-375
• /
• 2020

This study attempted to verify the structural model of the influence of parental intimacy, parental supervision, peer pressure, and TV alcohol advertising on drinking behavior for adolescents. It was conducted through a self-written questionnaire from May 1 to 28, 2019, targeting 602 students in grades 1 to 3 of 8 middle schools in G city. Results First, The direct effect on drinking behavior was in the order of peer pressure and TV alcohol advertisement, and they explained the degree of drinking behavior by 14.4%. second, Parental intimacy has an indirect effect on peer pressure and drinking behavior through TV alcohol advertising. Parental supervision has an indirect effect on drinking alcohol through TV alcohol advertisements. In multiple groups, there is a difference between the groups in the parental supervision and peer pressure, and the parental supervision and the channel coefficient of TV alcohol advertisement. In order to reduce drinking behavior, a realistic light that can cope with peer pressure is needed.

• Asia Marketing Journal
• /
• v.16 no.2
• /
• pp.59-75
• /
• 2014

Although previous works have established that mood can considerably influence consumer behavior (Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previous works only examined the willingness of consumers to regulate their mood and implicitly assumed that consumers have the control to regulate their mood states. Thus, this research intends to fill the current gap in the extant literatures by investigating whether consumer locus of control (CLOC) can act as a moderator for mood effects on consumers' likelihood to purchase. In an experiment, participants' CLOC was initially measured. Afterwards, they watched different video clips to induce different mood states. Finally, participants rated their likelihood to purchase after seeing an advertisement. The results suggest that, in the positive mood, CLOC tendencies do not impact consumers' likelihood to purchase. However, in the negative mood, internal CLOC consumers show a higher likelihood to purchase than external CLOC consumers. This phenomenon occurs because consumers with high internal CLOC tendencies have the motivation to regulate their negative mood. These findings extend the extant literatures in four aspects. First, this paper shows that the CLOC tendencies could influence consumers' motivation to regulate their negative mood. Second, this research examines the moderating effect of CLOC in the relationship between mood and consumers' likelihood to purchase. Third, the results add further evidence regarding the role of negative mood in the self-regulation process. Finally, this research also shows that mood can unconsciously influence consumer behavior. This paper provides two managerial implications. First, marketers should consider the mood states and consumers' control tendencies in creating advertisements. Second, firms in retail or service business should aim to evoke a positive mood on consumers so that their CLOC tendencies would not influence their behaviors.

• Journal of The Korean Association of Information Education
• /
• v.8 no.4
• /
• pp.489-500
• /
• 2004

In this paper, an investigation on internet safety of 244 national or public elementary schools' web sites was performed with two points of view : inappropriate material posting and personal information exposure. The investigation results showed that obscene materials and commercial advertisements were uploaded into the bulletin board(67.2%) and students' personal information such as photograph, address, telephone number were exposed(87.3%). Most of the inappropriate materials were posted by auto-register programs. This problem was occurred due to reckless bulletin board opening and inappropriate management. On the contrary, personal information was exposed by teachers and students. They didn't not care about their personal information. It shows the fact that they have not recognized the danger of personal information exposure. Therefore managing real-name membership and enforcing permission to bulletin board were required to construct and use a safe school web site. Teachers have to understand not only negative effects appeared in a school web site but also latent dangerous factors.

• Journal of Arbitration Studies
• /
• v.30 no.4
• /
• pp.121-138
• /
• 2020

The O2O services in the healthcare sector have only been in full swing for about three years, and unlike existing O2O consumer goods, the scale and scope of the dispute are more complicated due to restrictions on medical treatment. In this study, O2O service platform operators and medical institutions' roles and responsibilities were redefined as a countermeasure for resolving disputes in healthcare O2O services and the laws for changing the transaction environment. A change in institutional mechanisms was proposed. This study looked at the types of consumer disputes related to healthcare O2O services as insufficient information problems, problems in the course of medical service implementation, problems with immunity provisions for platform operators, cancellations, and non-compliance with refunds. All the information generated during transactions in the healthcare sector was extensive in scale and included the most sensitive information among personal information, stressing the importance of ensuring security. The area that started in the O2O range before the medical institution visit also proposed a plan to establish a system for the delivery of proven information as a pre-medical person. The scale and growth will grow faster, given that consumers can experience the information they want anytime, anywhere they want. However, the platform broker's role, a link player, will become more important because consumers who use the service will have their first meeting with non-face-to-face product providers. On the other hand, service providers may have side effects of misleading consumers by providing false information or misleading consumers through exaggerated advertisements. The O2O service market is expected to expand beyond distribution and dining out to the entire industry. However, since it is challenging to check accurate statistics on the detailed market, various disputes and consumer protection measures will be required for each detailed market, and comprehensive leading solutions will be essential in the future.

• The Journal of the Korea Contents Association
• /
• v.15 no.12
• /
• pp.493-503
• /
• 2015

This study examined the effect of brand trait transference under the premise that if the public images of advertisement model have influences on the brand through advertisements, the brand image traits will also affect the advertisement model in reverse. For the external validity of the research, TV commercials as well as print Ads were made for this experiment with currently active real brands and real celebrity endorser through pre-test. Research was conducted with 8 groups which was designed 4 Ad exposure situations(1 control group & 3 brand Ads) X 2 models(celebrity vs non-celebrity). As a result, the effects of brand trait transference were more notably observed in the cases of a noncelebrity endorser than in celebrity endorser. All the brand image traits of selected brands in the experiment(good-natured, of high-class, energetic) were transferred to the noncelebrity endorser, while some selective traits were transferred to celebrity endorser who already had a solid public image.

• The Journal of the Korea Contents Association
• /
• v.18 no.9
• /
• pp.555-568
• /
• 2018

This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.

• The Journal of the Korea Contents Association
• /
• v.5 no.2
• /
• pp.69-77
• /
• 2005

This study made a comparison of two different websites in characteristics of their users and advertising effects. Both websites have the same contents but in different forms. Especially this study examined the technographic, demographic and psychographic characteristics of users of an website which offers services only online and another website which offers services both online and offline. Also the advertising effects of both websites were studied. The analysis of the data was done by SPSSWIN, mainly $x^2$ and t-test. In addition, the data was collected online. The website, feelpost.com collected total 432 copies, and cardkorea.com collected 210 copies. Also among those collected copies, the ones from people in the 20's were selected again in order to rule out the special characters that both websites have in their users age group. Finally 308 copies were selected for the analysis. In result, it was proved that the users of both websites have a very similar lifestyle. Also there was only a little difference in the users' values and social consciousness. Regarding the advertising effect, Feelpost got the highest score in usefulness while Cardkorea got the highest score in positive acceptance of new products. Regarding the attitude toward advertisements and products, the advertising preference and brand preference was higher in Feelpost than in Cardkorea.

• Asia Marketing Journal
• /
• v.14 no.3
• /
• pp.27-48
• /
• 2012

Temperature and weather are all around us, quite literally. Furthermore, temperature and weather not only permeate our atmosphere, constantly affecting our visceral states of warmth and coldness, but they metaphorically permeate our language. People, products, and ideas can all be "hot" or "cold." Given this ubiquity, it is perhaps surprising that relatively little research has systematically examined the influence of temperature on choice and judgment. Temperature-related words such as "hot" and "cold" are often used to describe impulsive and calculated behaviors, respectively. These metaphoric connotations of thermal concepts raise the question as to whether temperature, psychological states and decision making are related to each other, and if so, how. The current research examines these questions and finds support for a relationship. Across one field study and one laboratory experiment, I demonstrate that both hot ambient room temperature (Spa) and hot temperature primes (words) trigger decision outcomes in line with the metaphoric association between hot temperature and impulsivity. In the field study, participants were recruited in hot (40-50 degrees Celsius) and cold (10 degrees Celsius) rooms at a spa. Participants were simply asked to indicate their willingness-to-pay (WTP) for three product categories (travel package, birthday dinner, and cell phone). The results showed that participants in the hot room in comparison to those in the cold room were willing to pay more for the same products. Next, I tested if our results would go beyond ambient temperature and would hold if I were to prime temperature concepts by using a different priming method (i.e., subliminal vs. supraliminal). In line with the previous findings in the spa, participants in the hot priming condition were more likely to choose the wrong answer for the bat and baseball question than those in the cold priming condition. In addition, product type (e.g., pleasure vs. necessity) can moderate the effect of hot temperature on impulsivity. Mood and arousal did not mediate participants' responses. My findings seem to suggest that the effects of temperature on decision outcomes can be attributed to metaphoric associations rather than incidental mood or arousal. The current research applies a novel perspective in understanding the relationship between temperature and judgment and decision making. Also, the results have practical implications for packaging, advertising, merchandising, and pricing of goods and services, as well as for public policy and awareness. One of the most natural implications of my findings would be that retailers would be better off carrying more impulse purchase items on hot days. Furthermore, point-of-purchase promotions encouraging impulse purchase is more likely to be effective in retail environments with higher temperature than with lower temperature. In addition, advertisements and product packages evoking hot temperature associations (e.g., beach, sunshine, summer) might lead consumers to pay higher price for the advertised product than those with cold temperature associations.

• Science of Emotion and Sensibility
• /
• v.18 no.1
• /
• pp.3-14
• /
• 2015

An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser's left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males' advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser's direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.