• Knowledge Management Research
• /
• v.22 no.2
• /
• pp.95-117
• /
• 2021

In this study, we investigate which alternatives to choose when giving a gift, according to the giver's relationship with the receiver. In particular, we study which alternatives are preferred when the prices are approximately the same: products with high-brand status but low-model ranking or products with low-brand status but high-model ranking. Leclerc, Hsee, and Nunes(2005) conceptualized the relative preference between a low-ranking model of a high-status brand and a high racking model of a low-status brand. The category effect is the preference for lower-ranking models of high-status brands. Meanwhile, the ranking effect refers to the preference for higher-ranking models of low-ranking brands. Based on construal level theory, the current study suggests that the category and ranking effects vary depending on the giver's relationship (vertical vs. horizontal) and intimacy (distant vs. close) with the person who will receive the gift. We manipulate the relationship and intimacy of the subject receiving the gift and verify the interaction effect. Results reveal that the giver exhibited a category effect in vertical relationships in which the psychological distance was far from the relationship. However, the ranking effect was found in horizontal relationships in which the psychological distance was close. Lastly, the gift selection significantly depends on the level. Overall, this study showed that when choosing a gift, the selection of a low-ranking model of a product from a high-tier brand or a high-ranking model from a low-tier brand might vary depending on the type of relationship and the level of intimacy. In addition, our findings provided managerial implications in targeting and marketing communication strategies based on product status.

• The Research Journal of the Costume Culture
• /
• v.18 no.4
• /
• pp.640-654
• /
• 2010

The purpose of this study is to design neckties that are motivated by Christmas symbol images that have been known to public most widely in the basis of Day marketing so as to develop the competitive commodities closed to consumers' emotion in the fashion industry. As a method of this study were to use Adobe Illustrator CS2, which is one of the vector graphic programs, to present the motif design such as Santa Claus, trees, presents and letters among Christmas symbols, and are to apply to neckties by giving a change with striped pattern, all over pattern and one point pattern. The results are as follows; Firstly, Santa Claus image was expressed by color contrast with red and white, which was perceived by red, green and white that are mostly used in Christmas. Secondly, tree images are expressed abstractly with color contrast where red and green are contrasted, and color way change was given for symbol color of Christmas. Third, in the image of gift, the image of share and image of colorfulness were considered for expression by making motifs of three dimensional hexahedron shape. Fourthly, in the image of type, motif was expressed by giving a change in horizontal and vertical writing types.

• Journal of Digital Convergence
• /
• v.17 no.9
• /
• pp.97-104
• /
• 2019

With the development and spread of smart devices, the proportion of mobile shopping is gradually increasing, and the market for mobile gift certificates is also increasing. This study examines the usage status and acceptance attitude of mobile gift certificates for university students who are major customers of mobile gift certificates. Also, based on the extended integrated technology acceptance model (UTAUT2), the results of the analysis of the mediating effect of the intention of the user on the relationship between acceptance of mobile vouchers and recommendation intention were presented. As a result of the analysis, it was shown that the effort expectation, hedonic motivation, price utility, and habit had significant influence on the intention to use the mobile gift certificates. Also, the intention to use mobile gift certificates has mediating effects between effort expectation, hedonic motivation, price utility and recommendation intention. The results of this study can be applied to strategic marketing such as recruitment of new customers through mobile gift certificates while explaining customers' acceptance of technology to mobile gift vouchers or future prospective customers.

• Science of Emotion and Sensibility
• /
• v.23 no.2
• /
• pp.89-102
• /
• 2020

Consumers purchase gifts for themselves and for others. This research examined whether one's preferred purchase type (material or experiential) would depend on the gift recipient (self or others). A total of 200 participants took part in online studies via Amazon Mechanical-Turk. Based on the construal-level theory, people will focus on concrete product attributes for psychologically close objects; however, for psychologically distant objects, people will concentrate on abstract product attributes. Study 1 demonstrated that participants preferred material over experiential purchases in self-gifting situations, while they preferred experiential compared to material gifts for others. In Study 2, it was found that individual differences in emotional disconnection moderated the effect of gift recipient on preferred gift type. Specifically, the differences in preferred gift type increased as one's emotional disconnection level increased. The results of this research have theoretical implications in terms of extending construal-level theory to gift-purchasing behaviors. Furthermore, this research has practical implications for marketers and advertisers. Limitations and possible future research directions were also discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.2
• /
• pp.267-278
• /
• 1998

The purpose of this study was to investigate the degree of self-monitoring (SM), the task situation and the appeal type of advertising impact on consumer behavior: in inner wear purchase. Information for the study was obtained with the use of experimental design. the experimental materials for the study were two-type inner wear advertisements (image appeal Ad/product appeal Ad). The subjects were 270, who were randomly sampled women undergraduate students in Korea, and main-test subjects (70 high SM subjects/69 low SM subjects) were assigned to the cells of 2 (self usage/gift-giving)x2 (quality appeal Ad/image appeal Ad). According to the 2x(2$\times$2) mixed factorial design, the level of SM score, the type of task situation score and the level of appeal type of advertising score were compared and tested by analysis of ANOVA. The results of experiment were as follows: 1. Experimental 1. the results showed the product preference on inner wear was the significant 3-way interaction effects among the degree of SM, the task situation, and the appeal type of advertising as well as the significant main effects of the appeal type of advertising. That is, the situation impact differs from the appeal type of advertising according to the degree of SM. 2. Experimental ll. the results showed the purchase intention on inner wear was the significant 2-way interaction effects between the appeal type of advertising and the task situation as well as the significant main effects of the appeal type of advertising and the task situation. That is, there is considerable difference in gift-giving situation rather than in self- usage situation according to the appeal type of advertising.

• Cross-Cultural Studies
• /
• v.33
• /
• pp.331-358
• /
• 2013

This paper looks into several aspects of linguistic behaviors attested in Korean and American English corpora. A special attention is paid to the areas of politeness phenomena, terms of address, power and solidarity, practice of flattery, and closely-related non-linguistic behaviors such as tipping and gift-giving conventions. An analysis of the data reveals that Korean society remains very much superior-oriented, non-egalitarian, non-democratic despite the pride and sense of accomplishment among the populace that the nation has achieved a satisfactory level of democracy. In particular, the following facts in Korean and the Korean society are exposed by an examination of the data: ${\bullet}$ There is a notional gap of positive politeness ${\bullet}$ Superiors enjoy an unfair advantage in the power and solidarity system ${\bullet}$ The terms of address system is set up to make a clear distinction between levels and the terms of address, in turn, dictate norms of expected behavior ${\bullet}$ The notion and practice of flattery heavily favors superiors ${\bullet}$ Non-linguistic acts of gift-giving and tipping are consistent with the examined social interactions As a result, all the benefits, emotional as well as material, are garnered by superiors. These facts may reflect the real Korea that people are used to being comfortable with, a pre-modern, feudalistic society, something akin to its kin in the north. We may proclaim that we aspire to a more democratic society. However, it appears Koreans, deep inside, may have been seeking a powerful dictator all along. These findings help provide a partial but insightful clue to the political puzzle: why Koreans grew uncomfortable with an egalitarian and democratic president and could not save him, but instead replaced him with a succession of a corrupted businessman and the authoritarian daughter of a former dictator. The flight to democracy has stalled in midair, not quite making the grade yet. There is plenty of linguistic evidence in Korean.

• Information and Communications Magazine
• /
• v.33 no.4
• /
• pp.71-78
• /
• 2016

"내가 그의 이름을 불렀을 때 그는 나에게로 와서 꽃이 되었다" 김춘수의 시구보다 개인방송의 본질을 가장 잘 설명하는 말은 찾기 힘들다. 개인방송이 하나의 비즈니스 모델로서 성공할 수 있었던 것은 '나(시청자)'의 이름을 불러 주는 그(방송진행자)'가 있기 때문이다. 이것이, 한번에 수천만원의 디지털캐쉬를 생면부지의 누군가에게 기부하는 현상의 원천이다. 사회학 용어를 빌리자면 준사회적 관계(parasocial relationship)의 힘이라고 할 수 있다. 개인방송의 경쟁력은 결국 방송진행자와 참여자 사이의 이러한 준사회적 관계를 형성, 유지, 강화시키는데 서비스 제공자가 어떻게 기여할 수 있는가의 문제로 귀결된다. 본 고에서는 '왜 시청자들이 방송진행자에게 선물(디지털캐쉬)을 던지는가?'에 초점을 맞춘다. 개인방송의 수익이 전적으로 그것에 의존하기 때문이다. 기본적으로 인류학, 경제학, 사회학에서 논의된 선물이론(gift-giving)과 준사회적 관계(para-social relationship)이론의 틀을 기반으로 개인방송이라는 소셜플랫폼 공간에서 벌어지는 디지털캐쉬 선물의 동기를 분석하고, 비즈니스의 영속성 관점에서 개인방송서비스를 전망해 본다.

• Korean Journal of Child Studies
• /
• v.29 no.4
• /
• pp.65-77
• /
• 2008

This study investigated differences of display rule by age and gender and the effects of theory of mind and affective perspective taking on display rule. Subjects were 64 4- to 5-year old children. Instruments were false belief, appearance-reality distinction, affective perspective taking, gift-giving, and display rule understanding task. Findings were (1) Display rule understanding differed by age; older children understood the display rules better than younger children. (2) Theory of mind influenced positive display rule behavior. (3) Theory of mind and affective perspective taking had a significant effect on display rule understanding.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.9 no.10
• /
• pp.4143-4159
• /
• 2015

We-the-media (aka wedia) is a concept where the users of social networking sites, such as Facebook, turn into the broadcasters. This study used the popular application Bitstrips as the experiment tool. Facebook was used as the Wedia platform for publishing designed comics, then used the three elements of Goffman's dramaturgy model-role, scene and dialog-to analyze 265 comics created by 3 researchers and observe the audience's responses within 9 months. The results showed that people want to see a good story with positive dialogue, and prefer scene is school more than work. As all these elements are controllable, Wedia communication has the potential for more applications. We also found that including the elements of news, gambling and gift-giving tended to trigger greater response. Furthermore, We suggesting that such embedding of product information in web episodes (webisodes) with caricature could be a successful marketing strategy.

• Journal of Hospice and Palliative Care
• /
• v.14 no.3
• /
• pp.138-143
• /
• 2011

Korean hospice care has been greatly developed in a short period of time, thanks to help of foreign specialists and aids from developed countries. With enormous growth in economy, Korea which once received foreign aids now give help to other countries. It is the time for the Korean hospice society to consider ways to make an international contribution. That way, Korea could help terminal patients both in Korea and neighboring countries overcome sufferings, maintain their dignity as human beings until the end of their lives and have a comfortable moment of death. Thus, we need to think about ways to contribute to the international hospice society and make related plans.