Juyoung Kim, Hong Im Shin and Hyung Tak Lee
Existing studies of shopping momentum effect show that an initial purchase causes the consumer to switch from a deliberative mindset to an implemental mindset, thereby leading to…
Abstract
Purpose
Existing studies of shopping momentum effect show that an initial purchase causes the consumer to switch from a deliberative mindset to an implemental mindset, thereby leading to buy subsequent items based on Gollwitzer’s Rubicon model. Since purchase activity goes through the actional phase which has not been studied yet, the purpose of this paper is to explore the characteristics of the actional mindset compared with those of the planning and deliberative mindsets.
Design/methodology/approach
This study conducts three experiments to examine whether the implemental mindset can be differentiated from the actional mindset via recalls and perceptual processing measures.
Findings
The findings provide evidences that the actional mindset is different from the implemental mindset, and the planning phase is associated more with broad-mindedness, whereas the actional phase is with narrow-mindedness.
Research limitations/implications
Manipulation of the actional mindset can be extended to real purchases in physical shopping spaces, and various choice objects could be tested with a larger number of participants.
Practical implications
To boost the shopping momentum effect, marketers should put customers into an actional mindset by leading them to show their decisions such as carrying a shopping bag and uploading their purchased items. To avoid overbuying, customers should stay in planning mindsets without verbalizing their decisions. Putting goods into virtual shopping baskets in online shopping could be a good way to avoid overbuying.
Originality/value
The paper empirically explores the characteristics of actional mindset in terms of cognitive and perceptual processing and suggest meaningful implication in online shopping situation.
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The purpose of this paper is to suggest a method of selecting efficient customer service programmes and of providing relevant customer information to dealers, based on the…
Abstract
Purpose
The purpose of this paper is to suggest a method of selecting efficient customer service programmes and of providing relevant customer information to dealers, based on the analysis of repeat-purchase behaviour data in the automobile industry.
Design/methodology/approach
A recurrent event model is proposed and employed to determine which variables affect repurchasing behaviour in consumers' repurchase cycles. Unlike the conventional recurrent event model, the proposed model uses common variables for all strata, as well as stratum-specific variables.
Findings
Empirical results show that age, price difference, change in vehicle type, and marketing promotion affect the likelihood of repeat purchase. VIP service centres and repair services are effective marketing tools, and dealers should pay more attention to existing customers having certain characteristics, depending on prior purchase behaviour.
Practical implications
Though many customer service programmes are devised and implemented at great cost, Customer Relationship Management (CRM) data reveal that classic car-care services are the most essential. CRM can provide dealers with essential customer information that enables real purchases.
Originality/value
Collecting primary data on automobile purchase behaviour and customer service usage is difficult, and therefore, customer behaviour strategy is often formulated using basic principles alone. The paper proposes a method to construct a service strategy and formulate deal guidelines based on CRM data and statistical modelling.
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Taejin Kim, One-Ki Daniel Lee and Juyoung Kang
This study aims to discover the impact of the interaction between learning performance (as behavioral realism) and realistic appearance (as form realism) of AI-powered software…
Abstract
Purpose
This study aims to discover the impact of the interaction between learning performance (as behavioral realism) and realistic appearance (as form realism) of AI-powered software robots on user trust. The study also aims to reveal how and why the interaction happens, especially from the dual processing perspective of affective and cognitive human responses.
Design/methodology/approach
We adopted an experimental research methodology in a movie recommendation system environment where machine learning-based recommendations are widely used. We conducted a 3 × 2 factorial design experimentation based on the three levels of learning performance (low, mid and high) and two levels of realistic appearance (caricature avatar and digital human). We used ANCOVA and the PROCESS Macro to analyze our models.
Findings
Our results confirm that learning performance (intelligence) is a critical factor influencing user trust in software robots, and this intelligence–trust relationship is influenced by their realistic appearance. Our results further reveal that there are two significant intermediating mechanisms, i.e. affective and cognitive user responses, and that the intelligence–appearance interaction effect on trust is explained especially by the affective response mechanism.
Practical implications
This study provides valuable implications for creating optimal learning performance and realistic appearance that can lead to trust in various settings where AI-powered software robots are utilized.
Originality/value
This study has sveral contributions to the literature. First, in addition to the well-recognized factor of anthropomorphic characteristics, this study investigates another critical behavioral factor of AI-powered robots (learning performance as intelligence characteristics) and the intriguing interaction between the two realism factors. Second, drawing upon the mediated moderation perspective, the study proposes a novice perspective on how and why the two realism factors can build user trust (the underlying mechanisms).
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Daniel Edgardo Cano Murillo, Juyoung Kang and Sora Yoon
The purpose of this paper is to analyze the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet…
Abstract
Purpose
The purpose of this paper is to analyze the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet factors.
Design/methodology/approach
This research uses an empirical model to determine which personal and internet features are significant to consumers’ pro-social concerns. Internet factors may also affect pro-social behavior in addition to personal factors that many psychological studies have found to be influential. Through internet survey of 150 responses, the research model was analyzed with the partial least squares method.
Findings
The findings indicate that social influence (SI) and specific internet characteristics generate perceived reciprocity and perceived ease of use of the internet in customers that encourages pro-social behavior.
Practical implications
The findings provide non-profits with a theoretical foundation for their marketing. Many agencies and media reports have pointed out the importance of the internet in social causes. This study offers a thorough model revealing the influential factors in pro-social activities.
Social implications
This study has discovered the influential factors that non-profit organizations must consider in order to persuade their population targets. Organizations striving to capture consumers’ attention and purchase behavior (in the form of a social contribution) must facilitate SI and ease of use, as these are highly influential.
Originality/value
Pro-social behavior and internet adoption have been widely studied separately but rarely together. This study analyzes the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet factors.
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In this paper, we survey Six Sigma in Korea company real fields. Six Sigma itself are developed depend on each company culture and strategy. Our country has been more than 10…
Abstract
In this paper, we survey Six Sigma in Korea company real fields. Six Sigma itself are developed depend on each company culture and strategy. Our country has been more than 10 years since introduced Six Sigma in our country. Each company which work six Sigma are developed differ way depending on his company situation. Our country Six Sigma in our country is necessary to survey and analysis. Firstly, we survey how to use Six Sigma. Next, we survey to find success factor and failure factor by reports published by company and papers by published in journals.