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Article
Publication date: 20 September 2021

Hyun Hee Park

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and…

1461

Abstract

Purpose

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and consumer fantasy proneness. This study is meaningful because it provides a more in-depth understanding of the use of fashion film as a means of consumer-oriented persuasion communication.

Design/methodology/approach

This research uses a 2(fashion film type: narrative vs non-narrative) × 2(consumer fantasy proneness: high vs low) mixed factorial design to test the hypotheses. ANOVA and the PROCESS macro mounted on SPSS was used to test hypotheses.

Findings

The group with high consumer fantasy proneness showed more changes in brand attitude when exposed to non-narrative than narrative fashion films, but the group with low consumer fantasy proneness showed no significant difference in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups with low consumer fantasy proneness.

Practical implications

Fashion brands should identify their respective target group when producing fashion films and choose differentiated narrative forms. In the case of pursuing a fantastic aesthetic value, the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.

Originality/value

This study has value in that it demonstrates the rationale for why a fashion brand needs to select a differentiated content structure according to the aesthetic value pursued when making a fashion film in branding work.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 14 May 2018

Hyun Hee Park and Jung Ok Jeon

Despite the importance of electronic word-of-mouth (eWOM) in e-commerce transactions on the global market, there is still limited understanding about the effect of eWOM sequence…

2786

Abstract

Purpose

Despite the importance of electronic word-of-mouth (eWOM) in e-commerce transactions on the global market, there is still limited understanding about the effect of eWOM sequence and its psychological mechanism in cross-cultural settings. Therefore, the purpose of this paper is to investigate the differences in brand attitude changes according to the eWOM sequence, as well as cross-culturally, based on thinking styles. Furthermore, the authors examine the moderated mediation effect of perceived cognition congruency across cultures to explain its underlying mechanism.

Design/methodology/approach

The authors use a 2 (eWOM sequence: positive/negative, negative/positive) × 2(culture: East (South Korea), West (USA)) factorial design. Perceived cognition congruency is measured as a within-group variable.

Findings

First, brand attitude changes in the West (USA) for the negative/positive presentation order are significantly larger than for the positive/negative presentation order, while, in the East (South Korea), no significant differences exist. Second, in the Westerner group (analytical thinking style), the perceived cognition congruency shows a significant difference according to the eWOM sequence, whereas in the Easterner group (holistic thinking style), the perceived cognition congruency does not show a significant difference according to the eWOM sequence.

Practical implications

As such, a strategic interpretation of the mixed eWOM presentation order across cultures is needed. In the West, interest and attention are necessary for the eWOM sequence. However, in the East, a different strategic approach, except for the presentation order of mixed eWOM, is required. The other elements of the mixed eWOM, such as attribute type or intensity of negative information, need to be considered for mixed eWOM management.

Originality/value

This study expands the existing body of knowledge on the sequence effect of mixed eWOM. Furthermore, it provides strategic direction and practical implications for mixed eWOM-driven information management, focusing on sequence in cross-cultural settings.

Details

International Marketing Review, vol. 35 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 6 February 2019

Joonheui Bae, Hyun-Hee Park and Dong-Mo Koo

The purpose of this paper is to investigate the effect of perceived corporate social responsibility (CSR) initiatives moderated by a user characteristic (heavy users) on game-item…

1795

Abstract

Purpose

The purpose of this paper is to investigate the effect of perceived corporate social responsibility (CSR) initiatives moderated by a user characteristic (heavy users) on game-item purchase intention and uniquely propose that this moderation is serially mediated by self-esteem and compassion.

Design/methodology/approach

A 2 (CSR initiatives: high vs low) by 2 (user characteristic: heavy vs non-heavy users) experimental design was employed to test the propositions in the context of an online mobile game.

Findings

The results demonstrate that heavy users with high-perceived CSR initiatives have a higher intention to purchase game items. The results also show that self-esteem and compassion fully and serially mediate the effect of moderation on the intention to purchase game items.

Originality/value

This serial mediation mechanism has rarely been proposed and tested in previous studies and may contribute to extending the literature.

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Article
Publication date: 13 February 2009

HyunHee Park and Pauline Sullivan

The purpose of this study is to segment the university student casual apparel market based on clothing benefits sought and develop a profile of each segment in terms of attribute…

9597

Abstract

Purpose

The purpose of this study is to segment the university student casual apparel market based on clothing benefits sought and develop a profile of each segment in terms of attribute evaluations, shopping orientations, and repatronage behavior.

Design/methodology/approach

Questionnaires were distributed to 200 university students at Florida State University and 184 completed questionnaires were analyzed.

Findings

The results were as follows. First, analysis of consumer clothing benefits sought generated six factors and attribute evaluation produced two factor solutions and shopping orientation generated three factors. Second, three consumer groups – utilitarian benefit group, hedonic benefit group, composite benefit group – with different clothing benefits sought were identified. Third, the study found significant differences in consumers' hedonic and utilitarian attribute evaluation among the groups. The study also revealed significant differences in shopping orientations and brand repurchase intentions among the groups.

Practical implications

From these results, it is possible to identify that clothing repurchase intention was significantly different among three different groups with different clothing benefits sought. Furthermore, consumer classification according to clothing benefits sought in university students' casual wear purchase can be used by clothing marketers and managers to establish product plan and marketing strategy development.

Originality/value

The study has originality and value in that the relationship between clothing benefits sought and repurchase intention has not been studied very much in the clothing domain.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 2
Type: Research Article
ISSN: 0959-0552

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Book part
Publication date: 9 May 2022

Tobin Im

Abstract

Details

Transformation of Korean Politics and Administration: A 30 Year Retrospective
Type: Book
ISBN: 978-1-80382-116-0

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Book part
Publication date: 9 May 2022

Tobin Im

Abstract

Details

Transformation of Korean Politics and Administration: A 30 Year Retrospective
Type: Book
ISBN: 978-1-80382-116-0

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Article
Publication date: 1 November 2023

Jeong Hyun Kim, Jungkeun Kim, Seongseop (Sam) Kim and Tadesse Bekele Hailu

This paper aims to investigate travelers’ intentions to use ChatGPT and the influential factors affecting their decision-making.

2045

Abstract

Purpose

This paper aims to investigate travelers’ intentions to use ChatGPT and the influential factors affecting their decision-making.

Design/methodology/approach

Four studies were conducted to test three hypotheses. Four groups of respondents totaling 593 (Study 1), 337 (Study 2), 374 (Study 3) and 385 (Study 4) survey participants were used for data analyses.

Findings

Overall, the findings confirmed the impacts of technology usage experience and ChatGPT’s mistakes and provided additional information on travelers’ intentions to use ChatGPT. The four hypotheses were supported.

Originality/value

The findings can help researchers and industry to understand travelers’ intentions to use ChatGPT and their responses to its functions.

研究目的

这项研究调查了旅行者使用ChatGPT的意图, 以及影响其决策的重要因素。

设计/方法/步骤

通过进行四项研究来验证三个假设。四组受访者总共593名(研究1)、337名(研究2)、374名(研究3)和385名(研究4)参与了数据分析。

研究结果

总体而言, 研究结果证实了技术使用经验的影响、ChatGPT的错误并提供了有关旅行者使用ChatGPT意图的更多信息。四个假设均得到了支持。

独创性/价值

研究结果可以帮助研究人员和业界了解旅行者使用ChatGPT的意图, 以及他们对其功能的反应。

Objetivo

Este trabajo investiga la intención de los viajeros en el uso de ChatGPT y su influencia en el proceso de decisión de viaje de los viajeros.

Diseño/Metodología/Enfoque

Se han desarrollado cuatro estudios para probar tres hipótesis. Cuatro grupos de participantes: 593 (Estudio 1), 337 (Estudio 2), 374 (Estudio 3), y 385 (Estudio 4) participantes respondieron la encuesta y sus respuestas utilizadas para el análisis de datos.

Resultados

En resumen, los resultados confirman el impacto de la experiencia de uso de la tecnología, los errores de ChatGPT, proveyendo información adicional sobre la intención de uso de ChatGPT por los viajeros. Las cuatro hipótesis de investigación fueron aceptadas.

Originalidad/Importancia

Los resultados pueden ser útiles para la academia y la industria sobre la comprensión en la intención de uso de ChatGPT, tanto por los viajeros, como sus respuestas sobre su función.

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Book part
Publication date: 21 July 2011

Jon S.T. Quah

The Hanbo (meaning Korean treasure) scandal or “Hanbogate” occurred on January 23, 1997, with the bankruptcy of Hanbo Iron and Steel Company, the second largest steel company and…

Abstract

The Hanbo (meaning Korean treasure) scandal or “Hanbogate” occurred on January 23, 1997, with the bankruptcy of Hanbo Iron and Steel Company, the second largest steel company and 14th largest conglomerate in South Korea, as its debt had accumulated to US$5.6 billion. Hanbo's bankruptcy triggered an investigation by the Public Prosecutor's Office that resulted in the imprisonment for 15 years of Hanbo's founder, Chung Tae-Soo, for bribing politicians and bankers to pressure banks to extend hugh bank loans to Hanbo. Nine other persons were also convicted including Chung's son, who was jailed for three years for bribery and embezzlement, and Kim Hyun-Chol, the second son of President Kim Young-Sam, who was sentenced to three years jail and fined US$1.5 million (New York Times, 1997).

Details

Curbing Corruption in Asian Countries: An Impossible Dream?
Type: Book
ISBN: 978-0-85724-819-0

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Article
Publication date: 21 January 2022

Seung Hyun Han, Eunjung Oh, Sung Pil Kang, Sumi Lee and Shin Hee Park

The purpose of this study is to investigate the link between informal learning and employees’ in-role performance and whether the mechanism through informal learning mediates the…

876

Abstract

Purpose

The purpose of this study is to investigate the link between informal learning and employees’ in-role performance and whether the mechanism through informal learning mediates the relationships between self-efficacy, job characteristics, trust and in-role performance.

Design/methodology/approach

Based on data (n = 294) obtained from the firms with the Work–Learning Dual System in South Korea, a structural equation modeling (SEM) analysis was conducted.

Findings

The findings indicated that trust and job characteristics affected informal learning and informal learning mediates the relationships of trust and job characteristics with job performance.

Originality/value

The significant contributions of this study to the extant literature on informal learning are as follows: first, the present study investigates a mechanism and a mediating role of informal learning using SEM, while most previous studies in literature have employed qualitative research in informal learning. Second, this study explores the mediating role of informal learning between personal/job-related determinants of informal learning and in-role performance, which has not yet been examined in existing literature. Finally, this study provides practical implications regarding how organizations can facilitate more informal learning among employees to enhance their performance.

Details

Journal of Workplace Learning, vol. 34 no. 5
Type: Research Article
ISSN: 1366-5626

Keywords

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Article
Publication date: 14 June 2018

Jin-Wook Choi

The purpose of this paper is to examine how corruption has changed over time in South Korea and to explore how the corruption control and prevention efforts of the Korean…

569

Abstract

Purpose

The purpose of this paper is to examine how corruption has changed over time in South Korea and to explore how the corruption control and prevention efforts of the Korean government have been successful and failed.

Design/methodology/approach

This paper draws on institutional theory to formulate a qualitative analysis to assess the effectiveness of anti-corruption policies and measures, and to identify the strengths and weaknesses of anti-corruption reform efforts in South Korea.

Findings

This paper argues that while the Korean government has been quite successful in building anti-corruption institutions to control low-level petty corruption, it has failed to institutionalize anti-corruption institutions to curb high-level grand corruption.

Originality/value

While many studies have attempted to identify the successful factors of fighting corruption, this paper draws a theoretical distinction between institution-building vs institutionalization to examine the success and failure of corruption control and prevention efforts in South Korea.

Details

Asian Education and Development Studies, vol. 7 no. 3
Type: Research Article
ISSN: 2046-3162

Keywords

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