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Korean vs. American Corporate Websites: Interactivity, Comparative Appeals and Use of Tcchnology
Chang-Hoan Cho,Hongsik John Cheon 한국마케팅과학회 2003 마케팅과학연구 Vol.11 No.-
This study is a cross cultural examination of interactivity, comparative advertising, and technology use in Korean and U.S. corporate websites. Utilizing cultural analysis criteria of high vs. low context power distance and individualism-collectivism, we compared interactivity in U.S. and Korean websites. Our findings indicate that U.S. corporate websites tend to emphasize customer-message and customer-advertiser interactivity, while Korean websites highlight customer-customer interactivity. Findings on comparative advertising strategy indicate that cultural bias represented in U.S. individualism and Korean collectivism leads U.S. web advertisers to utilize direct and indirect comparative advertising more frequently than their Korean counterparts. The results of our technology analysis unexpectedly show that there is no significant difference between the two countries
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Won Yong Jang,Edward Frederick,Hongsik John Cheon,장원용,프레데릭 에드워드,전홍식 한국헬스커뮤니케이션학회 2012 헬스커뮤니케이션연구 Vol.7 No.-
This study tests whether the impact of alcohol advertising on intentions of college age students to drink and their actual self-reported consumption is moderated by their cultural background and mediated by positive expectancies about alcohol use. This study compares alcohol advertising effects on Hmong college-age youth with those of Caucasian college students. Furthermore, it explores within these two ethnic groups differences between under-age drinkers and those of legal drinking age. Data were collected using self-administered questionnaires in classroom settings. MANOVA and follow-up ANOVA results indicated that Hmong Americans had lower levels of an intentions to drink of those under the legal drinking age, and developed fewer alcohol-related expectancies. MANOVA also indicated strong association between exposure to persuasive media message (i.e., media and alcohol advertising) and positive expectancies on drinking in Caucasian students. For school administrators this study offers some suggestions for enhancing drinking intervention campaigns, as well as recommendations for future research. 본 연구는 대학생들의 음주 의도와 실제 소비에 대한 주류 광고의 영향이 그들의 문화적 배경에 의해 조절되고, 음주에 대한 긍정적 기대들에 의해 매개되는지 여부에 대한 검증이다. 먼저, 주류 광고가 몽(Hmong)족과 백인(Caucasian) 미국 대학생들에 주는 영향을 비교한다. 둘째, 이들 대학생 집단 내 에서 미성년자와 합법적인 음주 가능자간의 차이를 연구한다. 연구 자료는 수업시간에 자기 기입식 설문지를 통해 수집되었다. 다변량 분산분석 (MANOVA)과 일원배치 분산분석 (ANOVA)에 따라 몽족 미국인들이 미성년 시기에 음주에 대해 의도가 더 낮고, 아울러 음주 기대 효과가 더 적은 것으로 나타났다. 추가적인 분산분석 (MANOVA)을 통해서 보면, 백인 학생들은 설득 미디어 메시지(미디어와 주류 광고) 노출과 음주에 대한 긍정적 기대 사이의 강한 연관을 도출하였다. 마지막으로 본 연구는 학교 행정가들에게 금주 캠페인 강화에 대한 몇 가지 제안과 향후 연구에 대한 실천적 방향을 제공하고 있다.
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Consumer Behavioral Systems to Approach or Avoid Generic Medicine (GM) Consumption in Japan
Takefumi Hosoda,Jay R. Fraser,Myung-Sook Kim,Hongsik John Cheon 한국유통과학회 2018 The Journal of Asian Finance, Economics and Busine Vol.5 No.2
Generic medicine (GM), which is an alternative drug product for branded medicine (BM), is used less in Japan than in other OECD countries. Therefore, we investigate why the medical consumers of Japan avoid the use of GMs even though the efficacy and safety of the medicines have already been proven. We theorize that effectiveness or risk of GMs are related to the consumer attitude toward GMs is affected by the behavioral approach/activation system (BAS) which promotes actions to reach the desired state, and the behavioral inhibition system (BIS) which suppresses behaviors to avoid negative outcomes. To see which of the BAS and BIS dimensions are related to GM usage, we surveyed 374 Japanese consumers and found that Quality, Efficacy, Safety, & Cost-effectiveness with the BAS, and Functional Risk, Financial Risk, Social Risk, Physical Risk, Psychological Risk, & Time Risk with the BIS had a significant effect on consumer attitude to GMs. These results are important in that they 1), confirm the role of BAS/BIS in attitudes to GMs, 2), provide guidelines when marketing GMs, 3), help governments promote the use of GMs as a cost-saving measure, and 4), guide future surveys regarding consumer attitudes to GMs.
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