• 전체

• 광고일반
• 광고이론
• 광고 역사, 철학 및 인물
• 광고 교육 및 전문지

• 사회, 경제, 문화적광고
• 광고법, 심의, 윤리
• 광고 산업
• 광고와 마케팅

• 광고와 커뮤니케이션
• 광고와 소비자행동
• 광고전략
• 광고크리에이티브

• 광고매체
• 광고 및 마케팅조사
• 광고효과
• 국제광고

• PR, SP, Event
• 광고의특수분야
• 광고 캠페인 및 사례
• 기타

The Impact of Online Behavioral Advertising on Consumer Attitude and Impulse Buying: The Moderating Role of Privacy Concerns | 2024.12.09

| ASIA MARKETING JOURNAL (AMJ(아시아마케팅저널))

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating in uence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our ndings, derived from a series of linear regression models, reveal that OBA signicantly affects consumers’ impulse buying, with this effect mediated by consumers’ attitudes toward OBA. Moreover, consumers’ privacy concerns weaken the positive effect of OBA on attitudes. Notably, we observe signicant cultural differences, with these effects primarily manifesting in the Korean sample. Our study provides valuable insights for creating effective online advertising strategies that contribute to consumers’ purchase funnel, ultimately leading to purchases, while addressing privacy concerns and cultural variations.

Do People Really Care if it's Phygital Retail? Exploring the Relationship Between Customer Experiences and Customer Behaviors | 2024.12.09

| ASIA MARKETING JOURNAL (AMJ(아시아마케팅저널))

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that in uence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors in uence customer engagement, ultimately impacting customers’ patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience in uence customer engagement, with sensory and social encounters having the greatest impact. Customer engagement, in turn, affects customers’ patronage intention and recommendation intentions. Importantly, this study examines how specic sub-dimensions of customer experience impact recommendation intentions in a phygital retail environment. These insights provide valuable strategic guidance for service-oriented retailers.

Reuse Intentions for Carsharing Services: A Hierarchical Model of Perceived Benefits, Risks, and Individual Diff ed Benefits, Risks, and Individual Differences Bo Liu Ph.D. in Marketing, Weifang University, No. 5147, Dongfeng East Street, Weifang City, Sh | 2024.12.09

| ASIA MARKETING JOURNAL (AMJ(아시아마케팅저널))

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benets and risks impact their decisions. It also explores the in uences of self-efcacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benets such as accessibility and convenience, whereas female users are more responsive to hedonic benets. Users with high self-efcacy prioritize economic benets, whereas those with more usage experience prioritize functional benets. Additionally, social risks signicantly deter reuse intentions predominantly among male and less experienced users. By utilizing a hierarchical model, this study offers a deeper understanding of how each dimension of benets and risks affect overall perceptions, facilitating tailored strategies for carsharing services. The insights contribute valuable theoretical and practical perspectives on the dynamics of carsharing service usage.

From Limited Contr om Limited Control to Green Empowerment: The Motiv een Empowerment: The Motivational ational Synergy of F gy of Fresh Star esh Starts in Pr ts in Predicting Envir edicting Environmental Action onmental Action | 2024.12.09

| ASIA MARKETING JOURNAL (AMJ(아시아마케팅저널))

This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances show less inclination toward collective goals. However, fresh starts can enhance the in uence of perceived control on collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported by two empirical studies. The rst study analyzed data from 10,430 corporate participants in an energy-saving initiative, revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving efforts early in the year, although this effect diminished over time. The second study of 108 college students found that a fresh start mindset and desire for control, mediated by global identity, enhance environmentally responsible behaviors. These ndings suggest that fresh starts can effectively connect control perceptions with proactive environmental actions, underscoring their potential to foster collective environmental efforts.

The Impact of Model Pose on Consumer Perceptions of Price: A Perceived-Power Perspectiv erspective | 2024.12.09

| ASIA MARKETING JOURNAL (AMJ(아시아마케팅저널))

This study examines how a model’s pose that signals power in uences consumers’ recall ability of price information in advertisements. To extend prior ndings on social judgments, we suggest that the direction of consumers’ gaze and willingness to pay attention to the model vary depending on the model’s pose. Study 1 explores how consumers’ perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad assumes a submissive pose. Study 2 investigates the in uence of the perceived power of a model’s pose on price recall depending on the visibility of the model’s face and reveals that consumers demonstrate better price recall for items displayed at the top when the model’s face is not visible even when the model adopts a powerful pose. Ultimately, this research provides new insights to help marketers identify ideal locations for displaying price information in ads. More theoretical and practical implications are also discussed.

Literature Review of Extended Reality Research in Consumer Experience: Insight From Semantic Network Analysis and Topic Modeling | 2024.04.11

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: “Tourism,” “Buying Behavior,” “XR Technology Acceptance,” “Virtual Space,” “Game,” and “XR Environment.” The results provide comprehensive insight on XR technology in consumer experience, whereas the literature is bounded on the production side as revealing a lack of academic discourse on consumer rights and responsibilities. Research reflecting the consumer welfare perspective is, therefore, recommended for future studies.

Observer Responses to Others' Charitable Donations: Effects of the Donor Social Class-Donation Type Interaction | 2024.04.11

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

The social impact of observing others' charitable donations remains underexplored, with few studies examining the influence of donors' social class. Across three experiments, we investigated how the donor social class-donation type interaction influences the observers' perceived sacrificial costs or desire for a moral self-identity, which consequently affects their willingness to donate. The participants perceived higher costs when lower-class donors made monetary donations, but for time donations, they saw no difference in sacrificial costs by donor social class. Moreover, when the hourly wage was emphasized, the participants felt an increased desire for a moral self-identity from higher-class donors' monetary donations and became more willing to donate their money. These findings highlight the importance of considering both the donor social class and donation type when designing donation campaigns, and offer valuable insights for enhancing overall donation amounts.

Identifying the Actual Impact of Online Social Interactions on Demand | 2024.04.11

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies released in South Korea. The results confirm a negative bias in the estimate of the valence sensitivity of demand. The negative bias potentially leads to an underestimation of the magnitude of the contagion effect through social interactions, a key component of evaluating the value of a satisfied consumer.

Crisis to Opportunity: The Role of Consumer Awareness in Mergers and Acquisitions (M&As) during the COVID-19 Pandemic | 2024.04.11

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market volatility that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability and a responsive marketing approach in managing M&As during a global crisis. It provides valuable perspectives on consumer awareness in strategic decision-making, offering insights for both academic and business communities and focusing on actionable strategies for navigating the global market turmoil transformed by COVID-19.

Incomplete Decisions on Reward-Based Crowdfunding Platforms: Exploring Motivations from Temporal and Social Perspectives | 2024.04.11

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. The study discusses theoretical and practical implications.