Authentic Information on the Back Label of Wine Bottle

Beomjoon Choi,Jaewoo Joo 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.3

This paper investigates whether including authentic information on the back labels of wine bottles enhances consumers" confidence and purchase intentions about wine; it also assesses the moderating role of involvement and knowledge about wine. We conducted two experimental studies. Study 1 generated three findings. First, when the back label had authentic information, subjects showed higher confidence levels. Second, this effect was hold for subjects with low levels of involvement. Finally, we did not observe this effect for subjects with high levels of involvement. Study 2 extended study 1"s findings and identified the moderated mediation effect of confidence. The findings highlight the important impact on wine choice of authentic information. However, the findings also suggest that authentic information may not be sufficient to attract people with high levels of involvement and knowledge. This study"s findings provide wine producers with practical marketing insights.

Digital Signage User Satisfaction Model: The Dual Effect of Technological Complexity

Eunju Ko,Sooyeon Lee,Mi-ah Lee 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.1

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers" shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.

Who Makes You More Disappointed? The Effect of Avatar Presentation, Company Market Status, and Agent Identity on Customers’ Perceived Service Quality and Satisfaction of Online Chatting Services

Sangwoo Park,Woo Jin Choi,Dongwoo Shin 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.3

Recent advances in interactive communication have allowed companies to introduce new digital technologies to differentiate their online customer chatting services, allowing companies to leverage both human and AI agents in their chatting services. In addition, the presentation of chatting agents is also varied including human pictures, human image, and so on. However, little is known about how these changes in online chatting service affect customer responses. To answer this call, the current research examines the effects of avatar presentation, company market status, and agent identity on customers’ perception of service quality and satisfaction in the context of minor service failure that customers encounter through online chatting services. The results of two studies show that customers perceive better service quality and demonstrate lower satisfaction if served by an artificial intelligence [AI] agent (vs. a human-agent), represented by a human picture (vs. a human image). However, this pattern was found only for a company with high market-status, not for a company with low market-status. These results will help marketing practitioners strategically design their chatting service environments according to the nature of services they offer.

The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention

Meixiang Cui,Subin Im 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.1

Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today’s consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product adoption intention both directly and indirectly through perceived social value, while demonstration of uniqueness improves new product adoption intention only indirectly through perceived utilitarian and hedonic value. This research identifies the ostentation of social status and demonstration of uniqueness as two dimensions of conspicuous consumption and refines scales to measure them. In addition, this research identifies conspicuous consumption as a driver of new product adoption intention and recognizes the mediating role of perceived value.

The Aggregate Impact of Consumer Reviews on Market Outcome in Differentiated Products Market

Jun B. Kim 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.3

We investigate the aggregate impact of consumer reviews on market outcome in a differentiated product category. We model consumers as Bayesian learners who use online consumer reviews to learn and update their beliefs on product quality before their choice. For our empirical analysis, we use aggregate-level, longitudinal data from Amazon.com in the digital camcorder category and estimate the demand parameters. Using model estimates, we conduct two simulation studies and quantify the impact of consumer reviews on the market outcome. We report that the products experience heterogenous market share changes: the standard deviation of market share changes across products and time is 16.7%, ranging from ¡40% to 20%. In addition, consistent with the previous findings in experience goods, the marginal effect of low consumer ratings is greater than that of high consumer ratings. We discuss model limitations and offer directions for further research.

A Study on the MOT of Household Telecommunication Services

Lim, Hyoyeol(임효열),Han, Kyesook(한계숙),Son, Minhee(손민희) 한국마케팅학회AMJ 2009 ASIA MARKETING JOURNAL Vol.11 No.3

With the intensity of competition and the standardization of technical attributes in telecommunications service market increasing, differentiated activity and customer experience in service encounter is regarded as an important means for creating customer value, however, there is a dearth of good literature examining what MOT activity is composed of according to consumption chain, and how service quality of MOT has influenced customer performance. Especially there exist various services across different phase of Product life cycle(PLC) in household telecommunication service market, customer requirement for MOT might depend on whether its phase is introduction-growth stage or maturity-decline stage, the empirical study is completely lacking. This study classified household telecommunication services into two types by PLC, VOIP and IPTV as Introduction-growth stage services, Internet and PSTN as maturity-decline stage service, and investigated whether there exists a gap between service types in how consumer have experienced MOT, what they consider as important and the relative importance of quality dimension how service quality of MOT has influence on consumer performance. The empirical result from 858 participants shows that there is a difference in consumer experience and requirements across different phases of the PLC, tangibles and assurance are regarded as the most important service quality factors which have a positive influence on customer performance (consumer satisfaction, repurchase intention and word of mouth) at the introduction-growth stage, whereas, reliability, empathy and interactivity are at the maturity-decline stage. Finally, managerial implication is made, limitation is clarified and a direction for further studies is suggested.

A Study of the Extended Service Norm Constructs Influencing Behavioral Intention and a Moderating Variable in Service Purchasing Situation

Lee, Sang Jun(이상준),Lee, Sang Hyun(이상현) 한국마케팅학회AMJ 2009 ASIA MARKETING JOURNAL Vol.11 No.3

The purpose of this study is to develop a service norm construct influencing behavioral intention in a service purchasing situation and investigate how the construct is related with other constructs in the theory of planned action model. Furthermore, a moderating variable, self-monitoring concept, in the model is considered. As a result, the influence of attitude, subjective norm, and perceived control on behavioral intention were all significant. Other consumers" norm was a significant factor affecting behavioral intention. Service provider norm, however, was not significant. In addition, self-monitoring played a moderating role in the model. The implication of this study is that service company or manager should consider service customer compatibility because focal customers are conscious that they face other customer"s response.

Configurational Paths to Generating Knowledge Benefit through Customer Participation

Woojung Chang 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.2

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development process and yield useful suggestions for obtaining knowledge benefit through customer participation.

Does Political Orientation Affect the Evaluation of Artificial Intelligence?

Haejoo Han,Sujin Park,Kyoungmi Lee 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.2

In this study, we propose that political orientation is related to the evaluation of artificial intelligence. Using AI-based medical and legal service providers, we find that the more politically conservative consumers are, the more likely they are to have a lower evaluation of AI-based professional services. Furthermore, we find that the relationship between political conservatism and the evaluation of AI-based services is driven by the extent of the perceived threat that AI poses to human uniqueness. Other potential underlying factors such as the heightened need for control, gender, socioeconomic status, or technology familiarity do not explain this effect.

The Effect of Adding Novel Attributes to Hedonic vs. Utilitarian Base: Role of Holistic vs. Analytic Thinking Style

Juyon Lee,Wujin Chu 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.2

Combining theories of the goal-derived product evaluation and holistic versus analytic thinking style, the authors investigate the effects of adding novel attributes on new product evaluation. While one may predict that adding novel attributes may be appealing to consumers as it provides new benefits, the authors propose that, in some cases, it may not. The current research investigates consumers’ view of new attribute addition depends on the novel attribute’s goal congruence with the consumption goals of the base product, which may be hedonic or utilitarian in nature. Further, consumers’ holistic versus analytic thinking style moderates the effect of such goal congruence. Study 1 examines the asymmetric evaluation towards new products when a goal-incongruent (vs. congruent) attribute is added to either a hedonic or a utilitarian base product. When the base product is hedonic (vs. utilitarian) by nature, consumers show lower evaluations for new products with the addition of goal-incongruent (utilitarian) attributes compared with the addition of goal-congruent (hedonic) attributes. Study 2 examines the moderating role of thinking style. The results indicate that in promoting products with novel goal-incongruent (vs. congruent) attributes, using a holistic thinking style effectively increases product evaluations compared with using an analytic thinking style. Study 3 replicates studies 1 and 2 to prove the generalizability of the effects by using different stimuli. These findings have implications for new product positioning and promotion strategies.