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.

Investigation of Quality Characteristics of Domestic Dried Sweet Potato Products

Younglan Son,Hayun Kim,Kyungmi Kim,Yongsik Cho 한국산업식품공학회 2019 학술대회 및 심포지엄 Vol.2019 No.10

강화학습 기반 사용자 프로파일 학습

김영란(Younglan Kim),한현구(Hyungoo Han) 한국정보과학회 2002 한국정보과학회 학술발표논문집 Vol.29 No.2Ⅱ

정보검색 태스크에서 사용자 모델링의 목적은 관련정보 검색을 용이하게 해주기 위하여 사용자의 관심도 또는 필요정보의 모델을 학습하는 것으로 시간적인 속성(temporal characteristics)을 가지며 관심이동을 적절하게 반영하여야 한다. 강화학습은 정답이 주어지지 않고 사용자의 평가만이 수치적으로 주어지는 환경에서 평가를 최대화 한다는 목표를 가지므로 사용자 프로파일 학습에 적용할 수 있다. 본 논문에서는 사용자가 문서에 대해 행하는 일련의 행위를 평가값으로 하여 사용자가 선호하는 용어를 추출한 후, 사용자 프로파일을 강화학습 알고리즘으로 학습하는 방법을 제안한다. 사용자의 선호도에 적응하는 능력을 유지하기 위하여, 지역 최대값들을 피할 수 있고, 가장 좋은 장기간 최적정책에 수렴하는 R-Learning을 적용한다. R-Learning을 할인된 보상값의 최적화보다 평균 보상값을 최적화하기 때문에 장기적인 사용자 모델링에 적합하다는 것을 제시한다.

우리나라 청소년의 스마트폰 사용의 문제경험과 영향요인

김영란(Kim Younglan),민열하(Min Yul Ha) 학습자중심교과교육학회 2019 학습자중심교과교육연구 Vol.19 No.9

본 연구는 우리나라 청소년의 스마트폰 사용의 문제경험의 영향요인을 확인하는 것이다. 자료수집은 제13차(2017년) 청소년건강행태온라인조사의 이차자료를 이용하여 청소년 54,603명을 대상으로 t-test, ANOVA, 다중회귀분석을 사용하여 분석하였 다. 청소년 스마트폰 사용의 문제경험에 영향을 미치는 요인은 성별, 거주형태, 경제 상태, 학년, 학업성적, 주관적 건강상태, 지각된 스트레스, 우울감, 자살생각, 수면만 족도, 흡연경험, 음주경험, 신체활동, 폭력으로 인한 입원경험, 고카페인음료 섭취, 스마트폰 과다사용, 스마트폰 이용서비스로 확인되었다. 청소년의 스마트폰 사용으로 인한 문제경험을 예방하기 위해서는 일반적, 심리적, 건강관련 행위 요소를 고려한 중재 프로그램을 개발할 필요가 있다. This study was to identify the relating factors of problem experience of smartphone among adolescents in Korea. The data of Youth Health Risk Behavior web-based Survey (2017) collected by Korean Centers for Disease Control and Prevention was analyzed using t-test, ANOVA and multiple regression for this study. It conducted a secondary data analysis of 54,603 cases. Influencing factors of the problem experience of smartphone were sex, living with parents, economic status, school, record result, health status, perceived stress, depression, suicidal idea, sleep satisfaction, smoking, drinking, physical activity, hospital admission of violence, drinking high caffeine, smartphone overuse, and smartphone service. It is necessary to develop a intervention program including general, psychological, and health-related behaviors factors that can prevent problems caused by smartphone use.

임부의 산전 우울 구조모형

김영란 ( Younglan Kim ),황신우 ( Shinwoo Hwang ) 한국보건정보통계학회(구 한국보건통계학회) 2018 보건정보통계학회지 Vol.43 No.4

Objectives: The purpose of this study was to test and validate a model to predict antenatal depression. Methods: Data were collected from a self-administered questionnaire of 251 pregnant women in D metropolitan city. Exogenous variables were self-esteem, social support, and high risk pregnancy. Endogenous variables consisted of pregnancy stress, pregnancy coping, and antenatal depression. Data were analyzed by SPSS 23.0 and AMOS 21.0. Results: Model fit indices for the hypotheoretical model fitted to the recommended levels. Out of 12 paths, 6 were statistically significant. Variables accounted for 72.6% of antenatal depression. Predictors of antenatal depression were pregnancy stress (t=7.64), self-esteem (t=-2.03), and social support (t=-2.06). Conclusions: Results indicate that an intervention program which increases self-esteem would be useful for pregnant women to decrease antenatal depression level. Antenatal program are needed to be applied to spouse and family members as well. To decrease pregnancy stress in pregnant women contributes to antenatal depression.

대기 배출영향분석방법 내 PEMS 적용성 검토

김영란(Younglan Kim),신수정(Sujeong Shin),간종범(Khan jongbeom),서지혜(Ji Hae Seo),황현정(HyeonJeong Hwang),이선경(Sunkyung Lee) 대한환경공학회 2020 대한환경공학회 학술발표논문집 Vol.2020 No.11

임신스트레스와 우울, 임신 결과와의 관계

김미옥(Kim Miok),김영란(Kim Younglan) 학습자중심교과교육학회 2018 학습자중심교과교육연구 Vol.18 No.21

본 연구의 목적은 임신스트레스와 우울, 임신 결과 사이의 관계를 확인하기 위함 이다. 2017년 9월부터 2018년 1월까지 산전관리를 위해 경기도 소재 일 여성전문병원에 내원한 198명의 임부를 대상으로 임신스트레스와 우울에 관한 자기보고식 설문지와 분만 후 의료결과를 조회하여 임신결과를 파악하는 전향적 방법을 시행하였다. 본연구의 통계분석을 위해 SPSS 프로그램을 이용하여 기술통계, t-test, ANOVA, 로지 스틱 회귀 분석방법을 이용하였다. 연구 결과 임신스트레스 점수의 평균 값은 범위 1~4점에서 2.07±.86점 이었고, 우울 점수의 평균 값은 범위 0~3점에서 0.81±.81점 이었 다. 우울은 제왕절개와 관련이 있었다(OR=1.07 [1.01-1.13]). 그러나 임신스트레스와 임신 결과 사이에는 유의한 관련성이 없었다. 본 연구는 긍정적 임신 결과를 위해 임부의 임신스트레스와 우울과 같은 정서심리적 요인이 신체적 요인과 함께 적절히 모니터링하고 관리되어야 함을 제시하였다. The purpose of this study is to identify the association between pregnancy stress, depression and pregnancy outcome. This study was conducted between September 2017 and January 2018 among pregnant women who were visiting for routine screening at a maternity hospital in the Gyeonggi region. The participants were 198 pregnant women who were followed in a prospective study. The pregnancy outcome was identified by checking the medical records of the pregnant women who responded to the questionnaire. Statistical analysis included descriptive statistics, t-test, ANOVA test and logistic regression using SPSS/WIN program. The mean scores of pregnancy stress and depression were 2.07±.86 with a range of 1∼4 and 0.81±.81 with a range of 0∼3, respectively. Pregnancy depression was associated with cesarean section (OR=1.07 [1.01-1.13]). But there were no significant effects of pregnancy stress on other pregnancy outcomes. The results of this study indicate that women with pregnancy stress and depression should be monitored and managed to ensure favorable pregnancy outcomes during entire pregnancy.

새로운 사회적 위험과 여성빈곤 그리고 탈빈곤정책

김영란(Kim Younglan) 한국사회학회 2006 韓國社會學 Vol.40 No.2

1980년대 이후 사회구조의 변화는 사회적 위험의 양상에도 변화를 가져왔다. 전통적인 사회적 위험(social risks)이 산업사회에서 노동능력 상실, 즉 질병, 산업재해, 노령, 실업과 관련된 위험이라면 새로운 사회적 위험은 노동시장에서의 취약성(vulnerability)과 노동가능성(employability)의 약화 그리고 가족의 보살핌 책임에 의한 고용접근 제한과 관련된 것이다. 그런데 전통적인 사회적 위험은 전후 사회복지정책으로 사회성원들에 대한 일정정도 사회보장(social security)을 가능케 한 반면, 새로운 사회적 위험은 현재의 사회복지정책으로는 위험에 대한 사회안전망을 제공할 수 없는 상황에 있다. 현재 우리 사회에서 노동시장은 불안정한 고용상태를 특징으로 하고 있으며, 가족구조의 변화에도 불구하고 여전히 아동, 노인에 대한 돌봄(caring)의 책임이 가족, 특히 여성에게 책임을 두고 있는 상황에 있다. 여성들의 노동시장 참여는 51.1%로 점차 증가하고 있으나 비정규직 종사자는 69.2%에 달하고 있는 것으로, 특히 여성가구주의 경우 불안정한 고용상태와 가정에서의 보살핌 노동은 원인과 결과가 여성의 빈곤가능성을 증가시키고 있다. 이런 점에서 새로운 사회적 위험(new social risks)은 여성빈곤을 확대하게 하는 요인이 된다. 따라서 앞으로 복지국가는 사회적 위험을 관리하는 위험관리자로서 그리고 복지를 차원이 아닌 사회적 투자로서 복지정책이 재편성되어야 하며 이를 기반으로 빈곤정책 방안을 모색해야 한다. 특히 빈곤정책은 성인지적 관점(gender perspective)에서 이루어져야 하는 것으로 현재 빈곤정책은 주로 소득보장정책, 조세정책, 직업훈련정책 등으로 이루어지고 있으나 이러한 정책들은 성인지적 관점을 고려하고 있지 않아 여성들을 정책대상에서 배제하는 경향이 있다. 따라서 앞으로 여성빈곤을 위한 탈빈곤전략은 여성고용, 보살핌, 일의 질에 대한 개선이 결합되어야만 하며, 특히 보살핌의 사회화는 빈곤정책에 반드시 수반되어야 한다. 본 연구는 이런 점에서 한국의 빈곤정책은 성인지적 관점에서의 재편성(remodelling)이 필요하다고 보고 사회복지정책에서 수혜범위 확대, 소득유지정책, 사회적 일자리 정책, 교육 및 직업훈련 정책 등을 탈빈곤 정책으로 제시하였다. The change of the social structure since 1980 has caused the change in aspects of social risks. The traditional social risks mean loss of employability in industrial society, that is, diseases, industrial disaster, old age, and unemployment. The new social risks are, however, related to vulnerability in labor market, weakening of employ-ability, and employment-access limit due to responsibility for a family-care. In fact, social members could get a certain degree of social security from the traditional social risks thanks to the social welfare policy after Korean War. While on the other a recent social welfare policy isn’t able to provide a social safety net for social members against new social risks. In these days labor market in Korean society is characterized by unstable employment conditions. In spite of the change of family structure, a family (especially women), moreover, takes responsibility to care for children and the old. Women’s participation in labor market gradually is increasing 51.1%, but irregular workers mount up to 69.2%, in particular, in case of women hose-holders, their unstable employment and family-caring labor become both the cause and result to raise potentiality for women to be poverty-stricken. The new social risks are the factors to deepen and widen women-poverty. Accordingly future coming welfare nation should be a supervisor to take charge of the social risks, reorganize welfare as a sound social investment and draw up a plan for poverty policy. The present poverty policy is made mainly by policies for income-security, taxes, and vocational education, so that it is liable to exclude women form its object. For the reason, the policy is ought to get realized by gender perspective. Consequently a strategy for women’s de-poverty must be formed in the direction to combine women employment, family-care, and improvement of labor-quality. It is necessary that poverty policy includes socialization of care fist of all. The study shows necessity that Korean poverty policy is remodeled by gender perspective, and suggests enlargement of benefit-range, income maintenance policy, social employment policy, education and job-training policy as de-poverty policy.

스트레스 취약성 및 스트레스 대처 모델을 적용한임신 중 우울 관련요인

김영란 ( Kim Younglan ),정재원 ( Chung Chae Weon ) 여성건강간호학회 2014 여성건강간호학회지 Vol.20 No.1

Purpose: This study aimed to identify related factors of prenatal depression by stress-vulnerability and stress-coping models for pregnant women. Methods: A cross-sectional survey design with a convenience sampling was used. A total of 107 pregnant women who visited a general hospital in a metropolitan city were recruited from August to October, 2013. A structured questionnaire included the Korean version of Beck Depression Inventory II, and the in-struments measuring Self-Esteem, Marital Satisfaction, Pregnancy Stress, Stressful Life Events, and Coping. The data were analyzed using descriptive statistics, t-test, Parson`s correlation analysis, and stepwise multiple regression. Results: The mean score of prenatal depression was 11.95±6.2, then showing 19.6% with mild depression, 15.0% with moderate depression, and 0.9% with severe depression on BDI II scale. Prenatal depression had positive correlation with pregnancy stress (r=.55, p<.01), stressful life events (r=.26, p<.01) and negative correla-tion with self- esteem (r=-.38, p<.01), marital satisfaction (r=-.40, p<.01), and coping (r=-.21, p<.05). Factors of pregnancy stress, self-esteem, stressful life events, and planned pregnancy explained 38% of the total variance of prenatal depression. Conclusion: These findings show that health providers need to assess prenatal depression and to cintrol the influencing factots.