• Journal of Fashion Business
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• v.25 no.4
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• pp.109-124
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• 2021

The millennial generation, which has emerged as one of the strongest influence and consumption power, pursues happiness of the present centering on "I"; consumes luxury products for themselves. The purpose of this study was to evaluate how the narcissism and materialism of the millennial generation affect the compensatory consumption of luxury products in negative situations and the moderating effect of self-control. This study included 315 millennial males and females living in Seoul and Gyeonggi area. Frequency analysis, reliability analysis, multiple regression analysis, and hierarchical regression analysis were conducted using SPSS 25.0 statistical program. Based on our findings, narcissism and materialism had a statistically significant effect on compensatory consumption under positive situations. However, while materialism had a statistically significant effect on compensatory consumption under negative situations, narcissism did not have a statistically significant effect on compensatory consumption under negative situations. Notably, self-control had a moderating effect in the influence of materialism on compensatory consumption under negative situations; narcissism did not. This study holds academic significance as the concept of compensatory consumption and self-control can be applied to the apparel study. Moreover, this study provides practically significant ideas on compensatory consumption and therefore marketing of luxury brands, based on consumers' characteristics.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.145-156
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• 2021

While the current literature has considered business group as a temporary form of organizations that only exists under the developing contries with under-developed financial markets. Chaebol, a form of businss group in Korea, has sustained as a major organization form in Korea. To fill the current gap in the literature and practice, I suggest a theoretical model of Chaebol scion's entrepreneurial firm growth mechanisms. First, I posit that social, structural, and psychological factors motivate Chaebol scions to engage in entrepreneurship. Second, I suggest that five mechanisms, including business opportunity, financial support, recruitment, marketing, and inter-organizational collaboration, will facilitate entrepreneurial firm growth. By constituting a model of Chaebol scion's entrepreneurial firm growth, the current theoretical paper advances the literature on business group and entrepreneurship with indicating Korean Chaebol's new expansion possibilities.

• Journal of Internet Computing and Services
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• v.22 no.4
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• pp.65-82
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• 2021

A well-designed website is mandatory for good marketing and proper tourism business. This research considers Nepal as a domain of study and specifically explores welcomenepal.com, the official tourism portal as a reference for the study. The work is based on the study of the existing literature, user-survey, and technical testing of the website using open-source testing tools to identify user perspective, design issues, website architecture and design quality of the tourism website. A population size of 400 respondents, which consist of both domestic and international tourist, are considered for the survey. Data is received from 360 respondents, which is analyzed using statistical tests like Cronbach's alpha, Pearson's correlation, cross-tabulations, bars charts and graphs to draw inferences and consclusion. The software-based test results serve as another important parameter for the evaluation of the current official website. This study brings out core needs of the tourist in terms of expectations from a tourism website and access technical quality of the current portal to provide necessary feedback and suggestions. The government officials, business houses, and web designers can utilize this work as a knowledge base to build tourism websites, which are user-centric. Further, the work is specifically important for Nepal government and tourism officials to identify shortcomings in their current website and make improvements for better design and user adaptability in future.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.4
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• pp.685-702
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• 2021

This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.

• Knowledge Management Research
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• v.22 no.3
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• pp.55-73
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• 2021

The sharing economy is considered as a collaborative consumption which enables customers to share unused resources. This study investigated the key factors affecting consumer loyalty in the context of sharing accommodation. Emotions, perceived value and self-image consistency were posited as key antecedents of enhancing customer loyalty. Authentic experience, home amenities, and price fairness were also considered as Airbnb's selection attributes. Airbnb was selected a survey target because it is the largest company in the domain of shared accommodation market. The research model was analyzed for 294 Airbnb customer through structural equation models. Additionally, this paper examine Airbnb customers' experiences by topic modelling method posted on the Naver blog. Based on the understanding of the key factors affecting customer loyalty to sharing accommodation, the analysis results contribute to establish effective marketing and operation strategies by enhancing customer experience.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.1-11
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• 2021

The domestic content market has grown continuously. Furthermore, content consumption has rapidly increased in the COVID-19 era. For these reasons, it is necessary to investigate consumer behavior related to content business. This study focuses on content names as a key factor that induces consumers' interest in the content. In particular, this research examines if the conceptual fluency of the content name affects consumers' liking for the content. In addition, it explores the moderating effect of style of information processing (verbalizer vs. visualizer). The results of an experiment shows that the conceptual fluency on the content name is positively influential for liking content. Also, there was a significant interaction effect between verbalizers and conceptual fluency on content name. This study has important findings in terms of content marketing strategies. Above all, it has strong points because this research examines the style of information processing as an important consumer characteristic variable.

• Journal of Korea Trade
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• v.23 no.8
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• pp.45-72
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• 2019

Purpose - This study examines the mediating effect of switching costs (economic risk costs and setup costs) on the relationships of country image with product attitude and product attachment. Switching-cost effects for the Korean Wave, which are insufficiently addressed in the literature, were investigated using the country image of Korea as a proxy for the Korean Wave. Moreover, this study examined the economic effects of the Korean Wave and the negative effect of the Terminal High Altitude Area Defense (THAAD) deployment on these economic effects. Design/methodology - A total of 302 Chinese consumers were surveyed using a questionnaire. Because this was an exploratory study and was not based on a classical model, the PLS-SEM method was employed to test the stability of the model and its hypotheses. Findings - Switching costs had mediating effects on the relationships of country image with product attitude and product attachment. The switching-cost effects for the Korean Wave were verified. However, neither the economic image nor cultural image of Korea had significant effects on the economic risk costs. Moreover, the economic image of Korea had no significant effect on the set-up costs. Originality/value - This study broadened the understanding of the relationships among country image, switching costs, product attitude, and product attachment and advanced the knowledge of relevant theories. The results contribute theoretically to the literature on switching-cost effects for the Korean Wave. The results confirmed the negative effect of THAAD deployment on the economic effects of the Korean Wave. In the rapidly developing international environment, these research results could serve as theoretical reference guidelines for suppliers when developing marketing strategies.

• The Journal of the Convergence on Culture Technology
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• v.7 no.2
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• pp.395-404
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• 2021

Emoticons used in personal messengers have already become a one of industry. In this study, we want to explore what motivations people use emoticons and how they affect to purchasing behavior. We first looked into which emoticon usage motivation influenced the attitude of emoticon purchase, and then analyzed the research model through PLS-based structural equation modeling. The result found that fashion and fun/habit factors significantly explain attitudes to emoticon purchase, and attitude, subjective norms, and perceived self-control affect to purchase intention and purchase intention predict purchase behavior. This study showed the factors affecting the purchase of emoticons through a validated model, and the results suggest what motivation factors should be included in the marketing phase and advertising.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.115-124
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• 2021

The purpose of this study was to investigate the relationship between the characteristics of beauty information in the SNS environment and consumer attitudes and loyalty of high school students. The subjects of this study were high school students residing in Gwangju, and a total of 375 copies were used for the final analysis. The collected data were analyzed using SPSS V.21.0 program. Summarizing the study results, interactivity and usefulness were key factors in the relationship between beauty information characteristics and high school students' attitude and loyalty in the SNS environment, and information provision, playfulness, and vitality were derived as major factors. Based on the above result rule, it is expected that it will be used as a data for presenting the direction for collecting the correct information in the SNS use of teenage consumers and establishing marketing strategies for beauty companies.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.397-404
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• 2021

Product image location in search engine advertising plays an important role in consumer perception when the product is relatively low involved and has functional value. The purpose of this research is to investigate the interaction effects of product image location and product type on advertising effectiveness. Building on the literature of location effects, we show that for products for which heaviness is considered a positive attribute, product image placed on the right are preferred. To test hypotheses, a 2(product image location: left vs. right) × 2(product type: single vs. bundle) experiment is conducted and a total of 144 paricipants took part in the experiment. The results revealed that respondents show higher brand attitude and purchse intention toward a bundle product's advertising with product image place on the right. The results provide implications and suggestions for improving search engine advertising and marketing strategies.