Culture, Product Type and Price as Correlates of Consumer Purchase Intention to Buy Mass Customized Products Online

Junyean Moon 한국마케팅과학회 2005 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

  Do culture, product type and price have an impact on consumer intention to buy mass customized products online? The initial hypotheses are that consumers" intentions to purchase mass customized products will be affected by individualism. uncertainty avoidance, power distance, and masculinity dimensions of a national culture. Also, it is hypothesized that consumers are more likely to buy mass customized search products than experience products, and their purchase Intentions for a mass customized product will not be influenced by price premium up to some level.<BR>  Results indicate that Individualism has a Significant effect on the purchase Intention for mass customized products. As expected product type has a significant effect and price premium does not have a significant effect on the purchase intention for mass customized products. Also, Individualism by price interaction has a Significant effect. Major findings and implications are discussed.

Effects of Corporate Image, Company-Product Fit and Consumer-Company Identification on Consumers’ Brand Evaluations

Junyean Moon 한국마케팅과학회 2006 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

This research investigates if a company’s corporate image, company-product fit and consumer-company identification influence consumers’ evaluations of brands affiliated with the company. It also examines if company-product fit moderates corporate image’s effect on consumers’ brand trust evaluation and if consumer-company identification moderates corporate image’s effect on consumers’ brand affect evaluation. Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. The results indicate that corporate image directly influences brand trust and brand affect. Company-product fit does not have a direct effect. It has a significant moderating effect on brand trust, as evidenced by a significant interaction with the corporate image. Consumer-company identification has a significant direct effect on brand affect. It also has a significant moderating effect on brand affect, as evidenced by a significant interaction with the corporate image. Implications of the results are discussed.

From The Editor

Junyean Moon(문준연) 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.1

Corporate Image Effects on Consumers" Evaluation of Brand Trust and Brand Affect

Moon Junyean 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.3

  This research investigates relationships between a company"s corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships.<BR>  Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies.<BR>  The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.

중소 공급자의 역량요인이 구매기업의 의존 및 거래유지의지에 미치는 영향

문준연(Moon, Junyean) 한국상품학회 2014 商品學硏究 Vol.32 No.2

연구목적: 중소 공급자가 대규모 구매기업과의 거래 관계에서 구매기업의 거래유지의지를 높이기 위해서는 어떤 역량을 개발해야 하며 이러한 역량은 구매기업의 거래유지의지에 어떻게 영향을 주는가? 이 연구는 이러한 질문에 논리적으로 답할 수 있도록 개념적 모형을 도출하고 실증조사를 통하여 검증하고자 한다. 보다 구체적으로 공급자의 주요 가치창출 활동(기본적 지원역량, 고객운영 지원역량)과 인적 네트워크 및 거래특유투자를 선행요인으로 하고, 구매기업의 의존(혜택기반 의존, 비용기반 의존)을 매개변수로 하여 구매기업의 관계유지의지에 미치는 영향을 분석한다. 연구 설계 및 방법론: 이 연구는 연구 목적을 달성하기 위해 131개 중소 공급자에 대한 서베이를 실시하였다. 2010년 말 현재 국내 3개 대기업 중 하나에 납품하고 있는 중소 공급업체의 최고경영자 또는 고위급 관리자가 서베이에 참여하였다. 가설 검증을 위하여 구조방정식이 사용되었다. 분석 및 연구 결과: 가설 검증 결과 총 8개 가설 중 6개가 지지되고 나머지 2개는 지지되지 않았다. 가설1을 보면, 공급자의 기본적 지원역량은 구매자의 혜택기반 의존에 유의적 영향을 주지만(가설 1A), 비용기반 의존에는 영향을 주지 않는 것으로 나타났다(가설 1B). 공급자의 고객운영 지원역량은 구매자의 혜택기반 의존(가설 2A)과 비용기반 의존(가설 2B)에 유의적 영향을 주는 것으로 나타나 모두 지지되었다. 이 연구의 종국적 종속변수인 구매자의 관계유지의지에 미치는 영향을 보면 혜택기반 의존은 유의적 효과를 미치지만(가설 3) 비용기반 의존은 유의적 효과를 미치지 않는 것으로 나타났다(가설 4). 공급자의 인적 네트워크(가설 5)와 거래특유투자는 모두 구매자의 관계유지의지에 유의적 영향을 미치는 것으로 나타났다(가설 6). 시사점 및 연구의 한계점: 중소 공급자는 대기업인 구매기업의 의존을 유발할 수 있고 종국적으로 구매기업 충성도로 이어질 수 있는 역량 개발에 노력해야 한다. 이 연구는 우리나라 3개 대기업과 거래관계를 가지고 있는 납품업체를 조사대상으로 하였다는 한계점이 있다. 향후 연구방향: 향후 연구는 신뢰와 규범, 기회주의 등 다양한 개념들을 포괄하는 연구모형을 개발하여 설명력을 비교하고, 각 납품업체의 복수 응답자의 의견을 수집할 필요가 있다. 공헌점: 이 연구는 과거의 다수 연구와 다르게 중소 공급자의 관점에서 공급자-구매자 간 협력관계를 분석하였다. Purpose: Which capabilities should SMEs develop and how do the capabilities affect a buyer's relationship commitment? This research analyzes the effects of an SME's value creation activities (core offering capabilities, customeroperations capabilities), personal networking capabilities, and transaction-specific investments, as antecedent factors, on a buyer's relationship commitment. The research also examines the effects of a buyer's dependence (benefit-based dependence, cost-based dependence), as intervening factors, on a buyer's relationship commitment. Design/methodology/approach: This study surveys 131 small -and -medium -sized suppliers in order to accomplish the research objectives. The respondents of this study were CEOs or high -level managers of the suppliers, who have had business relationships with one of the three large Korean firms. Structural equation modeling was used to test the research hypotheses. Results/findings: Six of eight hypotheses were supported, whereas two were not. Core offering capabilities had a significant effect on benefit-based dependence (H1A), but not on cost-based dependence (H1B). Customer-operations capabilities had a significant effect on both benefit-based dependence (H2A) and cost-based dependence (H2B). Further, the buyer's relationship commitment, an outcome variable in this study, was influenced by benefit-based dependence (H3), but not by cost-based dependence (H4). Both the supplier's personal networking capabilities (H5) and transaction-specific investments (H6) significantly influenced the buyer's relationship commitment. Research implications/limitations: Overall, small and medium-sized suppliers have to develop the capabilities that can increase buyer dependence as well as lead to buyer loyalty. We can indicate that this study examined only those suppliers which have had business relationships with three large buyers in Korea. Future work/research: Future research is expected to develop and examine the explanatory power of multiple models employing diverse concepts, such as trust, norms, and opportunism. It also needs to collect opinions from multiple informants of each supplier. Originality/value: Unlike most extant studies, the research analyzes the supplier-buyer cooperative relationships from the perspective of small -and -medium -sized suppliers.

기업이미지와 기업-제품 적합성 및 소비자-기업 동일시가 브랜드 평가에 미치는 영향

문준연(Moon, Junyean) 한국상품학회 2008 商品學硏究 Vol.26 No.4

이 연구는 기업이미지가 당해 기업 소속 제품브랜드에 대한 소비자 평가에 미치는 영향을 밝히고자 한다. 그 과정에서 주요 설명변수로 기업-제품 적합성과 소비자-기업 동일시를 채택하여 그 영향의 정도와 경로를 분석한다. 관련 분야 연구에 의하면 기업이미지가 기업-제품 적합성을 경유하여 브랜드 신뢰에 영향을 주고, 소비자-기업 동일시를 경유하여 브랜드 감정에 영향을 준다고 한다. 한편, 기업이미지가 브랜드 신뢰와 브랜드 감정에 직접 영향을 미치고, 그 과정에서 기업-제품 적합성과 소비자-기업 동일시는 각기 조절작용을 한다는 보고도 있다. 이 연구는 관련 분야 연구를 통합적으로 분석하는 이론적 틀로서 매개효과모형과 조절효과모형을 제안하고 각기 도출된 가설을 검증하였다. 실증분석 자료는 서베이를 통하여 수집하였고, 대학생 347명이 응답자로 참여하였다. 소비자에게 인지도가 높은 8개 기업과 기업 당 2개씩의 브랜드가 조사 대상으로 사용되었다. 이 연구의 주요 결과는 다음과 같이 요약된다. 첫째, 기업이미지는 브랜드 신뢰와 브랜드 감정에 유의적 영향을 미친다. 둘째, 기업-제품 적합성은 기업이미지와 브랜드 신뢰간의 관계에서 유의적인 조절변수 작용을 한다. 그러나 기업-제품 적합성은 주요인으로서 유의하지 않았고 매개변수로서도 유의하지 않았다. 셋째, 소비자-기업 동일시는 주요인으로서 그리고 매개변수로서 유의적인 것으로 나타났다. 그러나 소비자-기업 동일시는 조절변수로서 유의적인 작용을 하지 않았다. 이 연구 결과가 제시하는 함의를 논의하였고 연구의 한계점과 향후 연구방향을 제시하였다. This research attempts to investigate the effects of a company’s corporate image on consumers' evaluations of product brands. The research examines the fit between a company and its product brands (company-product fit) and consumer-company identification as explanatory variables between the relationships. Literature indicates that corporate image directly influences consumer evaluations of brands affiliated with the company. On the basis of this perspective some studies indicate that company-product fit moderates corporate image’s effect on consumers’brand trust evaluation and consumer-company identification moderates corporate image’s effect on consumers’brand affect evaluation. However, other studies report that corporate image indirectly influences consumer brand evaluations through company-product fit and consumer-company identification. That is, each of company-product fit and consumer-company identification has a mediating role in the relationship. Hypotheses are derived to test the mediating and moderating effects of company-product fit and consumer-company identification. Data for this research were collected from 347 undergraduate students of a large Korean university through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. There are three major findings in this research. First, corporate image influence both perceived brand trust and perceived brand affect. Second, company-product fit has a significant role as a moderator between corporate image and brand trust. However, it does not have a significant effect on brand trust as neither a main factor nor as a mediator. Third, consumer-company identification has a significant role as a mediator as well as a main factor. However, it does not have a significant effect on brand affect as a moderator. Implications of the results and future research directions are discussed.

MODERATING EFFECTS OF BUYERS’ PURCHASING STRATEGIES ON THE RELATIONSHIP BETWEEN SUPPLIERS’ TRANSACTION SPECIFIC INVESTMENTS AND THEIR FIRM PERFORMANCE

Jeomhong Yoon,Junyean Moon 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

This research examines effects of supplying firms’ transaction specific investments on their firm performance through buyers’ trust and commitment. In this process, the research investigates moderating effects that buying firms’ purchasing strategies, which consist of relational strategy (competitive or cooperative purchasing strategy) and cost-reduction strategy (purchase price-based or total cost-based purchasing strategy), have on buyers’ commitment and suppliers’ performance. The study proposes a conceptual model integrating relationship marketing and purchasing strategy researches regarding business-to-business supplier-buyer relationships and test hypotheses derived from the conceptual model. Data were collected through a survey, and 248 purchasing managers participated in the survey.

EFFECTS OF SCARCITY APPEALS, SELLER CREDIBILITY, PRODUCT TYPE, AND CONSUMER ORIENTATION ON CONSUMER PURCHASE INTENTION

Younglan Kim,Junyean Moon 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1

Many authors and practitioners have suggested that scarcity increases a product’s perceived value, because scarcity affects availability of a product and people assume that what is less common is more valuable (Cialdini, 1987). Communicating such restrictions on product availability is a common advertising tactic intended to motivate consumer purchasing behavior by arousing product scarcity perceptions. To further our knowledge on scarcity effects researchers indicate the need to examine contextual or individual factors which are related to demand-caused scarcity and/or supply-caused scarcity. Corresponding to the call for further research this study empirically examines seller credibility, product type, and consumer orientation as moderators on the relationship between scarcity and purchase intention. Extant research have found that both excess demand and limited supply lead to increased product choice, but engender distinct inference processes (Hsuan, Chien & Tzu, 2012). Scarcity can be based on changes in demand or supply. Demand scarcity arises when supply cannot meet market demand. Advertisers may emphasize this limited availability in positive terms by claiming “only while stocks last”. Demand scarcity messages, either “in popular demand” or “over sold” indicates consumers that a product’s popularity is creating demand that exceeds the product’s available supply (Herpen, Pieters, & Zeelenberg 2009; Verhallen, 1982). Supply scarcity suggests that the product is exclusive, and affects consumer preferences through perceptions of the symbolic benefits the product can provide, including uniqueness (Snyder, 1992) and social status (Lynn, 1992). Advertisements convey supply scarcity when marketers produce quantities of a new product less than enough to meet initial demand and distribute a competitive number of units to individual retail store. Researchers have indicated the need to examine contextual or individual influences on the distinct type of scarcity to gain further insight into these two scarcity effects. This research examines the moderating effect of seller credibility, product type, and consumer orientation on the relationship between scarcity and purchase intention. The first research objective is to examine if scarcity effect is stronger when a seller is more credible than not. The second research objective is to examine if demand scarcity produces a stronger purchase intention for utilitarian products as opposed to symbolic products. In contrast, supply scarcity will be valued more highly for symbolic products, because the product’s limited availability can deliver consumers symbolic benefits such as uniqueness (Snyder, 1992) and social status (Lynn, 1992). The third research objective is to examine if demand scarcity produces a stronger purchase intention for consumers with prevention-focus than those with promotion-focus. Similarly, the research also examines if supply scarcity produces a stronger purchase intention for consumers with promotion-focus than those with prevention-focus. This research employs a laboratory experiment to empirically test the research hypotheses. The experiment manipulates scarcity, seller credibility, and product type and it measures consumer orientation as either promotion-focus or prevention-focus. Thus it employs a 3 (scarcity: demand scarcity, supply scarcity, no scarcity) x 2 (high credibility, low credibility) x 2 (utilitarian product, symbolic product) between-subjects design. Results of hypothesis tests and implications will be discussed.

EFFECTS OF SCARCITY APPEALS, SELLER CREDIBILITY, PRODUCT TYPE, AND CONSUMER ORIENTATION ON CONSUMER PURCHASE INTENTION

Younglan Kim,Junyean Moon 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Many authors and practitioners have suggested that scarcity increases a product’s perceived value, because scarcity affects availability of a product and people assume that what is less common is more valuable (Cialdini, 1987). Communicating such restrictions on product availability is a common advertising tactic intended to motivate consumer purchasing behavior by arousing product scarcity perceptions. To further our knowledge on scarcity effects researchers indicate the need to examine contextual or individual factors which are related to demand-caused scarcity and/or supply-caused scarcity. Corresponding to the call for further research this study empirically examines seller credibility, product type, and consumer orientation as moderators on the relationship between scarcity and purchase intention. Extant research have found that both excess demand and limited supply lead to increased product choice, but engender distinct inference processes (Hsuan, Chien & Tzu, 2012). Scarcity can be based on changes in demand or supply. Demand scarcity arises when supply cannot meet market demand. Advertisers may emphasize this limited availability in positive terms by claiming “only while stocks last”. Demand scarcity messages, either “in popular demand” or “over sold” indicates consumers that a product’s popularity is creating demand that exceeds the product’s available supply (Herpen, Pieters, & Zeelenberg 2009; Verhallen, 1982). Supply scarcity suggests that the product is exclusive, and affects consumer preferences through perceptions of the symbolic benefits the product can provide, including uniqueness (Snyder, 1992) and social status (Lynn, 1992). Advertisements convey supply scarcity when marketers produce quantities of a new product less than enough to meet initial demand and distribute a competitive number of units to individual retail store. Researchers have indicated the need to examine contextual or individual influences on the distinct type of scarcity to gain further insight into these two scarcity effects. This research examines the moderating effect of seller credibility, product type, and consumer orientation on the relationship between scarcity and purchase intention. The first research objective is to examine if scarcity effect is stronger when a seller is more credible than not. The second research objective is to examine if demand scarcity produces a stronger purchase intention for utilitarian products as opposed to symbolic products. In contrast, supply scarcity will be valued more highly for symbolic products, because the product’s limited availability can deliver consumers symbolic benefits such as uniqueness (Snyder, 1992) and social status (Lynn, 1992). The third research objective is to examine if demand scarcity produces a stronger purchase intention for consumers with prevention-focus than those with promotion-focus. Similarly, the research also examines if supply scarcity produces a stronger purchase intention for consumers with promotion-focus than those with prevention-focus. This research employs a laboratory experiment to empirically test the research hypotheses. The experiment manipulates scarcity, seller credibility, and product type and it measures consumer orientation as either promotion-focus or prevention-focus. Thus it employs a 3 (scarcity: demand scarcity, supply scarcity, no scarcity) x 2 (high credibility, low credibility) x 2 (utilitarian product, symbolic product) between-subjects design. Results of hypothesis tests and implications will be discussed.

희소성과 브랜드 신뢰도, 제품 유형 및 조절초점이 소비자 구매의도에 미치는 영향에 관한 연구

김영란,문준연,Kim. Younglan,Moon. Junyean 한국상품학회 2015 商品學硏究 Vol.33 No.3

본 연구는 희소성을 공급희소성과 수요희소성으로 구분하여 각기 비희소성에 비하여 소비자 구매의도 증대에 기여하는지 분석하고자 한다. 본 연구는 희소성 효과에 있어서 이론적, 실무적으로 중요한 의미를 가지는 조절변수들의 효과를 분석하기 위하여 브랜드 신뢰도(높음/낮음)와 제품 유형(실용재/상징재) 및 조절초점(촉진초점/예방초점)을 조절변수로 도입한다. 본 연구는 연구방법으로서 실험을 사용하고, 실험에 있어서 희소성과 브랜드 신뢰도 및 제품 유형은 조작 변수이며 조절초점은 측정 변수이다. 실험 디자인은 3x2x2 집단간 디자인이 사용되고, 세 가지 조작 변수의 조합에 따라 12가지 광고물이 실험 자극으로서 사용된다. 본 연구의 주요 결과는 다음과 같다. 첫째, 공급희소성과 수요희소성은 각기 비희소성 상황에 비하여 소비자의 구매의도를 증대시켜주는 것으로 나타났다. 둘째, 브랜드 신뢰도가 높은 경우 공급희소성이 비희소성에 비하여 더 효과적으로 나타났지만, 수요희소성과는 유의적인 차이를 보이지 않았다. 그리고 브랜드 신뢰도가 낮은 경우 희소성 효과는 유의적으로 나타나지 않았다. 셋째, 희소성과 조절초점의 상호작용 그리고 희소성과 제품 유형의 상호작용은 소비자 구매의도에 유의적 차이를 가져오지 않는 것으로 나타났다. 공급희소성과 수요희소성이 모두 비희소성 상황에 비하여 더 효과적이라고 할 수 있다. 다만 희소성 효과와 브랜드 신뢰도의 상호작용효과로 인하여 브랜드 신뢰도가 높은 판매자가 희소성 메시지를 제시할 때 소비자의 구매의도가 증대될 수 있다. 본 연구는 대학생을 대상으로 한 실험조사라 는 점과 대학생들에게 주로 사용되는 두 가지 제품을 실험 자극으로 사용하였다는 한계점이 있다. This study analyzes if scarcity(supply scarcity and demand scarcity) increases the consumer’s purchase intention. To investigate moderating effects of variables which are theoretically and practically important in scarcity effects the study employs brand credibility(high/low), product type(utilitarian/symbolic), and regulatory focus(promotion focus/ prevention focus) as moderating variables. This study uses experiment as a research method, and it manipulates scarcity(supply/demand/no-scarcity), brand credibility(high/low) and product type(utilitarian/symbolic) and measures subjects’ regulatory focus. The experimental design is 3×2×2 between-subjects design, and 12 advertisements are developed by combining three manipulated variables. Major findings of this study can be summarized as follows. First, supply scarcity and demand scarcity increased consumer purchase intention more than no scarcity situation, respectively. Second, when brand credibility was high supply scarcity increased purchase intention more than no scarcity, however, did not show any difference with the demand scarcity. And scarcity effect was not statistically significant when brand credibility was low. Third, interaction between scarcity and product type and that between scarcity and regulatory focus did not significantly influence purchase intention. This study indicates that both supply scarcity and demand scarcity are more effective than no scarcity in increasing consumer purchase intention. However, marketers with high brand credibility can effectively influence consumer purchase intention, because of the interaction of scarcity and brand credibility. There are limitations in that this research employed university students as subjects and two product categories, as experimental stimuli, which are mainly used by students.