• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.59-67
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• 2019

This study was conducted to examine the effect of the characteristics of branded contents on consumers. To attain the purpose of the study, we carried out a survey with 286 male and female undergraduates and collected data for analysis. The findings demonstrated the followings: First, the satisfaction of using branded contents is positively affected by entertaining, empathy, creativity, and indirectness. Second, the intention to share branded contents and the intention for continuous use of them are positively affected by entertaining only. In conclusion, this study confirmed that only informativeness, which is one of 5 characteristics of branded contents, does not have any effect on the consumer. This result provides useful empirical data for developing high-quality contents that meet user's needs and convenience, helping understand user's behavior toward branded contents and also serves as the basic data on which related researches can expand.

• The Journal of Industrial Distribution & Business
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• v.12 no.4
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• pp.35-51
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• 2021

Purpose: As the digital environment has expanded opportunity for consumers to acquire information from social media and social network services(SNS), With this environment, influencer has not only promoted products, but also participated in distribution and influencing on their followers. Despite the increasing interest in influencers, there has not been enough research on the structure of fashion influencer, relationship of immersion and purchase intention. This study examined the effects of fashion influencers' characteristics to the immersion of relationship with followers and purchase intention. Research design, data and methodology: For data collection, a pilot survey and the final survey were conducted. The pilot survey data was conducted to 50 female SNS users following fashion influencers. Based on the pilot tests, questionnaire was revised and the final survey was conducted online from august 22 to September 1, 2019 to female SNS users who have followed fashion influencer. A total of 408 data were collected, and exploratory factor analysis, correlation analysis, and structural equational modeling techniques were employed for the data analyses using AMOS 26.0 and SPSS 26.0. Results: First, five factors were extracted for the fashion influencers' characteristics: interactivity, similarity, reliability, expertise and attractiveness. Second, fashion influences' reliability, expertise, similarity, interactivity have a positive (+) effects on relationship immersion; however, attractiveness has no effect on relationship immersion with followers and fashion influencer. It was also determined that relationship immersion had positive (+) influences on purchase intention. The relationship immersion has been found to have a partially mediated effect and similarity has complete mediated effects between interactivity, reliability, and expertise of fashion influencers and purchasing intentions. In terms of fashion opinion leadership, it was found to have a significant influence on purchase intention only for low fashion leadership groups. Conclusions: The present study found the structural relationships among the influencer characteristics, relationship immersion and purchase intentions to provide framework for succeeding research. This research revealed academic association of intention of purchasing through use of fashion social media and fashion influencer marketing. The results also showed the practical implications that fashion influencers' expertise and reliability perceived by their followers are key determinants to success in influencer marketing.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.3
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• pp.99-113
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• 2015

The purpose of the study was to explore differences in perceived importance among factors of motives for participating in outdoor sports, product selection criteria of outdoor sportswear and store selection criteria, and in buying frequencies among store types and store locations. Another purpose was to find differences in importance of product selection criteria of outdoor sportswear and store selection criteria and in buying frequencies according to store types and store locations among groups according to motives for participation in outdoor sports. The questionnaire was developed by the researcher and was collected by 221 women aged between 40 and 59. The questionnaire was composed of four parts including participation motives, store selection criteria, and product selection criteria measured by Likert type scale, and demographic characteristics measured by nominal scale. Data were analyzed by frequency test, factor analysis, repeated measure ANOVA, Bonferroni adjusted t-test, cluster analysis by Ward method, ANOVA and Tukey's test as a post-hoc test. The results of the study showed that middle-aged women rated health improvement motive as the most important factor for participating in outdoor sports. Among product selection criteria, comfort was the most important, and among store selection, personal selling was the most important. Among store types, buying frequency in off-price store was the highest and among store locations, buying frequency in stores in a residential area was the highest. Moreover, three groups were classified according to motives for participation in outdoor sports: the health improvement motive group, the conspicuous/sociable motive group, the lower motive group The health improvement motive group rated comfort as the most important factor for product selection criteria, and showed the highest buying frequency in downtown stores. Conspicuous/sociable motive groups valued design and utilization for an everyday wear and shopped more frequently in specialty store and/or in downtown stores.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.2
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• pp.217-227
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• 2001

The purpose of this research was to investigate the difference in fabric preference of formal wear attire between the Korean and American female consumers. For such purpose, fabrics which were used in the womens formal wear market of Korean(n=25) and U.S.A.(n=25) in the 1999 spring/summer season were collected from different fabric converters of the two countries. The respondents were comprised of 50 Korean and 50 U.S.A. female volunteers in the age group of 20s and 40s. A 5 point Likert Scale was used to evaluate the degree of the \"like\" preference of fabrics. T-test and Spearmans rho statistics were conducted for data analysis. The followings are the results. 1. Korean 20s and American 20s preferred Korean fabrics but Korean 40s and American 40s preferred U.S.A. fabrics. 2. Generally, the 20s preferred greyish or tone down color, whereas the 40s preferred both greyish and colorful fabrics. 3. Koreans preferred melange colored fabrics as well as solid color fabrics. 4. Americans liked knit fabrics as well as woven fabrics for formal wear and 20s liked compact density fabrics compared to the 40s age group.age group.

• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.795-811
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• 2008

The purpose of this study is the structural relations will be examined among the VMD image of clothe stores, emotional reactions of brand awareness, brand image, brand attitude, and purchase intention. An empirical study in experimental design was conducted to female college students in their twenties, who made a huge influential group in the fashion industry, by considering the VMD characteristics of clothing shops. It measured the effects of VMD based on the changes to the consumer attitude before and after the VMD renewals, the correlations between brand recognition and VMD, and the influences of VMD on brand recognition and image, which were considered as important factors in creating brand assets. The research findings were as follows: 1. There were differences in emotional reactions according to the VMD image changes before and after renewal. Considering that the consumers recognized the VMD changes before and after renewal and showed different emotional reactions, the VMD image seems to be a major variable affecting their emotions. 2. As for the changes to the VMD image and brand image before and after renewal, the consumers recognized the VMD changes before and after renewal and consequently recognized the brad images differently, which implies that brand image can vary according to the effects of VMD renewal and changes to the VMD image.

• Journal of Information Technology Services
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• v.12 no.4
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• pp.337-347
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• 2013

The mobile market in South Korea is about 4trillion and the social commerce market is also growing. Social commerce market was started from small venture company and in nowadays, its status is getting higher enough to compete with such as Gmarket and 11st. As social commerce market is rapidly growing, the interest of consumer is getting higher and we need to research about how consumers to recognize and make a purchase. For the research, I set hypothesis about consumer's recognition about social commerce, shopping experience, purchasing disposition, a trust influence on purchase attitude and we analyzed through actual investigation. I did a survey for male and female in 20s. An analysis result showed that the recognition about social commerce, shopping experience, purchasing disposition and a trust can affect on purchasing satisfaction. The most popular category in social commerce market was restaurant and fashion and I also found that consumers visit social commerce market in case of need rather than regular visits. I expect a rapid growth of social commerce market as an advance of smartphones. I hope this research could help for to establish marketing strategy by understanding characteristics of social commerce market and consumer proneness.

• 한국태양에너지학회:학술대회논문집
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• 2008.04a
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• pp.318-323
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• 2008

First aim of this study is to investigate consumer's actual value for environment related performance of house by using three different method, Ranking, Analytical Hierarchy Process (AHP) and Conjoint Analysis method. Second aim is to estimate consumers' monetary value about environment related factor through Marginal Willing to Pay(MWTP), and third aim is to find out the difference of values between the groups classified according to respondents' characteristics. A questionnaire survey was carried out in Seoul in order to clarify the preference and monetary value of four selected attributes. They are environmental performance, residents' health, home automation and increase of floor area. As a result, people showed high values in the order of health, environmental consideration, increase of floor area and home automation. Moreover, it was found out that MWTP for environmental performance and health are higher than market price. In addition, the group of high age and group of female showed high values for the reduction of $CO_2$ emission

• The International Journal of Costume Culture
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• v.3 no.2
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• pp.124-135
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• 2000

This research investigated the difference in fabric preference over formal wear attire of 1999 Spring/Summer season between Korean and American female consumers. 25 Korean and 25 U.S.A. fabrics were used as fabric samples, and the respondents for the survey included 50 Koreans and 50 Americans in the 20s and 40s age groups. All six population groups showed similar dislike rankings toward the total fabrics (n=50). When the Korean fabrics and the U.S.A. fabrics were considered separately, the 20s and 40s age groups, especially between Korean 20s and Korean 40s, showed significant similarities in the dislike rankings. When the dislike preferences between Korean fabrics and U.S.A. fabrics were examined for different population groups, all the groups showed somewhat similar dislike rankings and in all cases U.S.A. fabrics were disliked more than the Korean fabrics. The most apparent difference in the physical characteristics of disliked fabrics was observed in jabric color. The Americans, especially the 40s age group, disliked fabrics with dark compound colors, whereas the Koreans in all age groups dislike fabrics close to bright pure colors.

• Culinary science and hospitality research
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• v.23 no.1
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• pp.19-27
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• 2017

The present study was aimed at evaluating whether white rice consumption has any association with selected measures of dietary intake and nutrients, including various variables of energy intake, major vitamin, mineral intakes, and the risk of health characteristics for over 60 years older. A total of 1,433 subjects (658 male and 775 females) 60 years or older from the fifth Korea National Health and Nutritional Examination Survey(KNHANES) 2010 participated and the Food Commodity Intake Database were used in this study. Levels of percent energy intake from rice were classified into 4 groups (R1, R2, R3, R4 groups: 25% of each) between male and female elderly using data from KNHANES. One of the interesting findings was that the higher rice consumers had a significantly sufficient intakes of a range of nutrients such as total energy intake, protein, carbohydrate, calcium, mineral, sodium, potassium, and niacin in female elderly, but not much in male. Other finding was that as the higher intake of rice group, prevalence of hypertension (53.5%, 63.4%, 50.3%, 46.3%, p=0.035), dyslipidemia (16.6%, 18.0%, 14.5%, 11.1%, p=0.008), sarcopenia (46.1%, 46.1%, 40.2%, 28.8%, p=0.012), sarcopenic obesity (25.4%, 31.5%, 23.7%, 15.5%, p=0.008) were significantly less than other groups in female, but not much in male. In conclusion, we obtained valuable basic information on recommended rice-centered diet could give us good nutritional status and eventually bring the prevention of some chronic diseases in elderly, especially in female.