전체 제목 저자 출처 학회/발행처
Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases | 2020.05.19
기타 | 한국마케팅연구 (한국마케팅학회)
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose ‘choice process’ satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.
Effect of Social Norm on Consumer Demand: Multiple Constraint Approach | 2020.05.19
기타 | 한국마케팅연구 (한국마케팅학회)
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk | 2020.05.19
기타 | 한국마케팅연구 (한국마케팅학회)
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.
The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs | 2020.05.19
기타 | 한국마케팅연구 (한국마케팅학회)
Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based on customers’ actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.
신문광고 양적 가치에 의한 적정단가 산출 및 과거와의 비교 : 2009년과 2018년을 기준으로 | 2020.05.18
기타 | 한국광고학회 (한국광고학회)
본 연구는 광고매체로서의 신문의 가치를 평가하고 이에 따른 신문의 적정광고요금을 제안 하였다. 신뢰도와 타당도를 높이기 위하여 본 연구는 신문의 양적가치만 고려하였고, 최 초로 주요 신문사의 실거래가를 활용해 실증 분석하였다. 구체적으로 신문의 양적가치 구성요인 을 ‘열독률’, ‘시장점유율’, ‘발행부수’, ‘유료발행부수’로 선정하고, 2009년과 2018년의 양적가치 를 비교하였다. 이후, 양적가치 최고 가치신문을 기준(100)으로 신문사별 적정단가를 산출하였 다. 마지막으로 신문광고 구성요인인 광고 크기, 신문종류, 게재면, 섹션과 컬러유무 요인에 따른 노출확률을 로지스틱 회귀분석으로 산출하여 양적가치를 반영한 광고옵션별 적정단가 모델을 구 축, 제시단가와 비교하였다. 연구 결과 여전히 신문들의 제시단가가 신문광고 가치를 반영하지 못하는 것으로 나타났다. 본 연구는 합리적 관점의 광고효과 측정 및 옵션별 적정단가 제안으로 신문광고 산업이 경쟁력을 확보하는 데 도움이 될 것으로 기대한다.   This study evaluated the value of newspapers as advertising media and suggested appropriate advertising rates of newspapers accordingly. In order to increase the reliability and validity, this study considers only the quantitative value of newspapers. Quantitative value components of newspaper advertising were selected as 'ratings', 'market share', 'circulation' and 'paid circulation'. The quantitative values explained above of 2009 and 2018 were compared. The optimal advertising rates of newspapers were calculated based on the quantitative value of the highest value newspaper in Korea(100). Finally, we calculated advertising exposure probability according to advertising size, newspaper type, section, and color presence factors which are constituents of newspaper advertisement. The results of the study show that the advertising rates of newspapers still does not reflect the value of newspaper advertising. This study is expected to help the newspaper and advertising industry to secure competitiveness by measuring reasonable effect of newspaper advertising with appropriate unit price options.
방송 프로그램의 광고 맥락효과(context effect)에 대한 메타분석(meta-analysis) | 2020.05.18
기타 | 한국광고학회 (한국광고학회)
방송 프로그램의 특성과 같이 광고 시청 시 상황적 특성이 시청자의 정보처리와 광고평가 에 미치는 영향을 살펴보는 광고 맥락효과는 지난 수십 년 동안 실증연구가 진행되어 왔지만, 선행연구들의 결과는 상반된 관점이 혼재되어 있어 해당 분야에 대한 이론적?실무적 합의 점을 찾기 힘든 상황이다. 이 연구는 방송, 광고, 커뮤니케이션 분야에서 지금까지 수행된 선행 연구를 토대로 방송 프로그램의 광고 맥락효과의 전반적인 크기와 방향을 메타분석을 통해 통합 적으로 살펴보았다. 총 27편의 학술논문이 연구대상으로 선정되었고, 메타분석 전용 프로그램인 CMA(Comprehensive Meta Analysis)를 이용하여 개별 연구들의 효과크기가 산출되었다. 연구결 과, 전반적으로 방송광고의 맥락은 통계적으로 광고효과에 유의미한 영향을 주는 것으로 나타났 으며, 효과 단계별로는 태도적인 측면에서 가장 큰 효과를 보여주었다. 또한 방송광고의 맥락효 과는 프로그램과 광고의 맥락이 일치할 때 그 효과가 가장 큰 것으로 나타났으며, 설문 데이터와 일반 샘플을 활용한 연구에서 보다 큰 효과가 관찰되었다. 이 연구는 지금까지 국내에 이루어진 방송광고 맥락효과 관련 연구를 메타분석을 통해 통합적으로 살펴보았다는 점에서 의의가 있으며, 향후 이루어질 광고 맥락효과 연구의 방향성에 대해 기초자료를 제공하고자 한다.   The present study pursues a quantitative integration and review of the advertising context effect in broadcast media on consumers' cognitive, affective, and behavioral responses. A meta-analysis of 27 studies in major academic journals in Korea was conducted. The results demonstrates that the program context in advertising significantly affects consumers' responses to advertisements. Specifically, it is found that the impact of the context in advertising is manifest when the dependent variables are attitudinal. However, the effect of ad context on cognitive and behavioral variables is modest. In line with previous studies, the result demonstrates that the effects of ad context are found to be more salient when the context of the program and advertising is congruent. Further, the result indicates that the effects of context are found to be more salient among survey studies than experimental studies.
심리적 거리와 기부 참여 방식에 따른 기부 광고 효과에 관한 연구 : 분노와 불안의 감정을 중심으로 | 2020.05.18
기타 | 한국광고학회 (한국광고학회)
본 연구는 기부 참여 방식과 심리적 거리의 상호작용 효과가 감정에 따라 어떻게 달라지는 가를 실험 연구를 통해 검증하였다. 연구 1은 도서 기부 캠페인을 주제로 광고를 제작하 여 감정에 따라 기부 참여 방식과 시간적 거리의 상호작용 효과가 달라진다는 것을 확인하였다. 연구 2는 헌옷 기부 캠페인을 주제로 광고를 제작하여 감정에 따라 기부 참여 방식과 공간적 거 리의 상호작용 효과가 달라진다는 것을 확인하였다. 분석 결과, 첫째, 분노의 감정을 느낀 사람 들은 먼 미래의 사건-어려운 참여 방식의 메시지가 강조된 광고에 노출되었을 때 광고 태도가 높게 나타났고, 불안의 감정을 느낀 사람들은 가까운 미래의 사건-쉬운 참여 방식의 메시지가 강조된 광고에 노출되었을 때 광고 태도가 높았다. 둘째, 분노의 감정을 느낀 사람들은 먼 지역 의 사건-어려운 참여 방식을 제시한 광고에 노출되었을 때 기부참여의도가 가장 높았고, 불안의 감정을 느낀 사람들은 가까운 지역의 사건-쉬운 참여 방식을 제시한 광고에 노출되었을 때 기부 참여의도가 높은 것으로 나타났다. 이러한 결과를 토대로, 캠페인 실무자와 마케터를 위한 연구 의 함의점에 대해 논의하였다.   The author conducts two studies to investigate how fear and anger of people respond to the charity advertising that appeals to either near-easy or distance-difficult. In Study 1, respondents were exposed to a message about book donation. In Study 2, they were exposed to a message about clothes donation. Study 1, conducted in context of temporal distance, shows that anger participants more favorably evaluated charity advertising messages emphasizing distance-difficult rather than near-easy, whereas fear participants more positively evaluated messages emphasizing near-easy rather than distance-difficult. Study 2, conducted in context of spatial distance, anger participants more likely to donate when charity advertising highlights distance-difficult rather than near-easy appeals, whereas fear participants more likely to donate when charity advertising highlights near-easy rather than distance-difficult appeals. Implications for practitioners and marketers are discussed.
중국 e-스포츠 대회 현장 관람 의도에 영향을 미치는 요인: 확장된 계획된 행동이론과 온라인 사회자본의 적용 | 2020.05.18
기타 | 한국광고학회 (한국광고학회)
본 연구의 목적은 중국 e-스포츠 대회 현장 관람 의도에 영향을 미치는 요인이 무엇인지 탐 구하는 것이다. 이에 본 연구에서는 계획된 행동이론을 인지적 차원 뿐 아니라 정서적 차 원까지 확장하였고 대인 커뮤니케이션 및 온라인 사회자본을 추가 적용하였다. 본 연구는 e-스 포츠를 해본 경험이 있는 중국인을 대상으로 설문조사를 실시했다. 연구 결과에 따르면 첫째, 대 인 커뮤니케이션이 확장된 계획된 행동 이론의 인지적, 정서적 변인에 모두 긍정적 영향을 미치 는 것을 확인하였다. 둘째, e-스포츠 대회 현장 관람에 대한 태도가 긍정적일수록, 주관적 규범 이 클수록, 행동에 대한 지각된 행동 통제가 높을수록 e-스포츠 대회 현장 관람 의도가 높게 나 타났으며, e-스포츠 대회 현장 관람에 대한 애착도가 높을수록 e-스포츠 대회 현장 관람 의도 가 높은 것으로 나타났다. 셋째, 확장된 계획된 행동 이론의 인지적 변수인 태도 및 주관적 규범 이 e-스포츠 대회 현장 관람 의도에 미치는 영향은 교량형 온라인 사회 자본 및 결속형 온라인 사회 자본이 높을수록 강화된다는 것을 확인하였다. 또한 정서적 변수인 애착도의 경우 교량형 온라인 사회자본의 조절효과가 검증되었는데, 이는 온라인 취엔즈를 통해 새로운 사람들을 만나 고 새로운 정보를 공유하는 것이 애착도와 현장관람의도간 관계를 강화시킨다는 점을 보여준 결과이다.   E-sports has become new popular leisure culture on the basis of development of IT technology. The purpose of this study is to explore the factors that influencing the viewing intention of e-sports competitions in China, based on the Extended Theory of Planned Behavior. Specifically, this study proposes both cognitive factors and the emotional factor related to the viewing intention of e-sports competitions in China. This study also aims to figure out the relationship among the interpersonal communication, the Extended Theory of Planned Behavior and the intention of viewing e-sports competitions in China. In addition, in the context of Chinese culture this study investigated how bonding social capital and bridging social capital formed through Chinese online Quanzi influence the relationship between the ETPB and the intention of viewing e-sports competitions in China. To verify this, this study set up two research hypotheses and two research questions, and conducted online surveys by selecting who have played e-sports games. A total of 246 data were collected. This study conducted hierarchical regression analysis and to deduce the result. Based on the approach presented in this survey, the result showed that attitude, subjective norm and perceived behavioral control, which account for three cognitive factors of TPB, and the emotional factor ? attachment all have a positive effect on the intention of viewing e-sports competitions in China. The emotional factor ?attachment shows a more powerful effect than three cognitive factors of the TPB attitude, subjective norm and perceived behavioral control. This study also verified partial mediation effects of attitude, subjective norm and perceived behavioral control between interpersonal communication and the intention of viewing e-sports competitions in China, and complete mediation effect of attachment between interpersonal communication and the intention of viewing e-sports competitions in China. It shows that interpersonal communication directly influences the intention of watching e-sports competitions in China and also works as antecedent variable of the ETPB. Furthermore, the moderating effect of bonding social capital and bridging social capital formed through Chinese online Quanzi in the influence of four factors of the ETPB over the intention of viewing e-sports competitions in China was partially supported. Based on the overall research results, this study proves that the TPB is once again valid on explaining behavioral intention and suggests the extended model of Theory of Planned Behavior by adding the emotional factor?attachment. In addition, this study suggests significance of interpersonal communication in enhancing the intention of viewing e-sports competitions in China, which also works as antecedent variable of the ETPB. Finally, this research suggests expanded TPB with added bonding social capital and bridging social capital formed through Chinese online Quanzi in order to predict the intention of viewing e-sports competitions in China.
밀레니얼 소비자의 일본 브랜드 불매 의도에 영향을 미치는 양가적 감정 요인 연구 | 2020.05.18
기타 | 한국광고학회 (한국광고학회)
이 연구는 소비자의 다면적 브랜드 태도에 초점을 맞춰 일본 브랜드에 대한 밀레니얼 소비 자의 불매운동 기저에 있는 양가적 감정을 탐색하였다. 이를 위해 Kaplan(1972)의 수정 된 의미분별 형용사 측정 방법을 사용해 일본 브랜드에 대한 태도를 측정한 후, 요인분석을 거쳐 2개의 소비 감정 차원을 확인하였다. 구체적으로, 일본 브랜드에 대한 밀레니얼 소비자의 감정은 ‘신뢰와 낙인’ 및 ‘개성과 동조’의 2개 요인 7개 측정 항목으로 도출되었으며, 이중 ‘개성과 동 조’ 요인이 불매운동 태도에 더 큰 영향을 미치는 것으로 나타났다. 아울러, 불매운동 태도는 불 매 의도에 유의한 영향을 미쳤으며, 특히 소비자 적대감은 불매운동에 대한 태도가 불매 의도에 미치는 영향을 조절하는 것으로 나타났다. 본 연구는 소비자가 지각하는 양면적 감정 차원이 어 떤 경로를 거쳐 불매 의도에 영향을 미치는가를 이해하기 위한 깊이 있는 정보를 제공하고 있다.   The purpose of this study is to investigate how millennial consumers associate their emotions with boycott on Japanese brands and how the underlying dimensions of the emotions affect the attitude toward boycott and the boycott intention. By adopting Kaplan(1972)‘s method of the modification of the semantic differential technique, this study reveals that millennial consumers‘ emotional ambivalence is two dimensional (Trust & Stigma, Individuality & Following) with the underlying 7 measurement items. This study shows that among the sub-dimensions of ambivalence ’Individuality & Following ’‘ factor has a greater impact on the consumers’ attitude towards boycott, and in turn the attitude towards boycott affects the boycott intention. It was also found that the level of consumer animosity moderates the effect of the boycott attitude on the intention to boycott. In sum, this study provides a theoretical foundation to understand how consumers’ emotional ambivalence affects their boycott behavior.
온라인 먹방(먹는 방송, Mukbang)의 댓글 연구 : 식행동 관련 인식에 대한 빅데이터 분석 | 2020.05.18
기타 | 한국언론학회 (한국언론학회)
본 연구는 인기 온라인 먹방(먹는 방송, Mukbang) 콘텐츠가 시청자들의 건강하지 않은 식행동에 어떻게 영향을 미치는지 댓글 반응 분석을 통해 살펴보았다. 2018년 7월부터 2019년 6월까지 업로드된 인기유튜브 먹방 영상물 36편에 달린 시청자 댓글 총 72,721건을 수집 분석하였다. 수집된 댓글 반응의 표현적 특징과 주요 단어에 따른 댓글 내용의 차이를 살펴보고, 고열량 저영양 음식 노출 여부에 따른 댓글 내용의 차이, 건강하지 않은 식행동 노출 여부에 따른 댓글 내용의 차이 등을 살펴보고 시사점을 도출하였다. 분석 결과, 온라인 먹방에 달린 시청자 댓글들은 식욕과 식행동에 대한 긍정적인 태도 표현을 나타내고 있었다. 하지만 고열량 저영양 등 건강하지 않은 식품이나 빨리 먹기 많이 먹기 등 건강하지 않은 식행동 장면에 대해서는 시청자들이 식품 섭취 욕구의 긍정적인 인식과 더불어 부정적 혐오의 표현도 함께 나타났다. 한편, 온라인 먹방 유튜버에 대한 호감도와 대리만족의 표현들 역시 빈번하게 관찰되었다. 본 연구는 온라인 먹방 콘텐츠가 시청자 인식에 미치는 영향력을 보여주는 동시에 온라인 먹방 유튜버들에게 사회적 책임 의식에 대한 시사점을 제시해준다.   The purpose of this study was to examine viewers" comments on how popular online eating show (Mukbang) videos influence viewers" perceptions and lead to unhealthy eating behaviors. So far, previous studies have focused on the currently widespread phenomenon of Mukbang and qualitative interpretation of viewers’ experiences. However, not many studies have investigated viewers" actual conscious responses to Mukbang content. To examine how online Mukbang content influences viewers" perceptions of unhealthy eating behavior, it was necessary to explore viewers" comments according to the characteristics of the content. This study is differentiated from previous Mukbang-related studies because it investigated viewers" comment responses on popular online Mukbang content with big data analysis. This study posed three research questions as follows: first, what are the most frequently used expressions in online Mukbang content comments? Second, are there any differences between the comments for healthy food eating content and those for unhealthy food eating content? What is the commenters" favorability toward Mukbang YouTubers? Third, are there any differences between the comments for healthy eating behavior content and those for unhealthy eating behavior content? What is the commenters" favorability toward Mukbang YouTubers? A total of 72,721 viewer comments on thirty-six popular YouTube Mukbang videos uploaded between July 2018 and June 2019 were collected and analyzed. The expressive characteristics of the collected comment responses, comments related to the exposure of unhealthy eating behavior, and comments related to the favorability of Mukbang YouTubers were examined. This study found that viewer comments showed an overall positive response regarding Mukbang videos" influence on eating behavior and appetite. However, viewer comments were negative as well as positive on both Mukbang videos including unhealthy eating behavior and food. Expressions of favorability toward popular Mukbang YouTubers were also observed. This result is similar to previous studies that showed that food and eating behavior media content could influence viewers" unhealthy eating behavior. However, this study showed viewers" negative expressions as well as positive expressions on unhealthy eating content, suggesting differentiated insights from other studies. It could be interpreted that Mukbang content including healthy eating behavior is more popular with viewers. Meanwhile, the favorability and frequent response expressions toward online Mukbang YouTubers show a similar result with previous studies - Asian Mukbang viewers tend to watch content based on the attractiveness of the YouTuber. It could be assumed that popular YouTubers" food decisions and eating behavior scenes could influence viewers" eating behavior. Finally, this study shows the influence of online Mukbang videos and provides essential insights into Mukbang content creators in the area of social responsibility.
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