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Yuhosua Ryoo,Kacy Kim,Fareeha Wan,Sukki Yoon 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.
WHEN HUMAN LOOK-ALIKES PUT US ON EDGE: AI ANTHROPOMORPHISM NEGATIVELY IMPACTS SELF-DISCLOSURE
WooJin Kim,Yuhosua Ryoo,Yung Kyun Choi 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study suggests that using AI chatbots with highly human-like characteristics could reduce the effectiveness of personalized AI chatbot advertising because they will likely worsen consumer concerns about privacy. Conversely, using AI chatbot with less human-like characteristics will not heighten consumer privacy concerns, thereby increasing the impact of personalized AI advertising.
PRICING TRANSPARENCY IN INTERNATIONAL RETAILING
Kacy Kim,Yuhosua Ryoo,Srdan Zdravkovic,Sukki Yoon 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study examines the impact of price transparency—specifically the disclosure of cost breakdown—on brand attitudes and purchase intentions. The findings suggest that pricing transparency generally has a positive effect on attitudes and purchase intentions. However, pricing transparency might backfire, and thus reverse the effect, for luxury products originating from a high equity country (e.g., a fashion brand from Italy), but not for luxury and non-luxury products originating from a low equity country (e.g., a fashion brand from China). Luxury retailers in a high equity country should take extra caution before adopting price transparency