Exploring the Implications of Corporate Social Responsibility Assurance Messages in Cause-related Social Media Marketing

Sohyoun Shin,K. Damon Aiken,Nicholas Lynch,Sangyoon Seok 한국경영커뮤니케이션학회 2023 Business Communication Research and Practice Vol.6 No.2

Objectives: This work investigates how different corporate social responsibility (CSR) assurance messages embedded in cause-related social media marketing influence consumers’ behavioral intentions (social media brand page joining and recommendation) and affective attitudes (likability of the campaign). CSR authenticity and CSR self-serving motives are also examined. Methods: An experiment was conducted using Facebook as the setting. Three treatments had identical descriptions of cause-related marketing (i.e., donating money to a recycling program) while controlling for internal versus external assurance messages. One-way ANOVA was used to measure effects on dependent variables (social media brand page joining, recommendations, and campaign likability). Regression was used to test CSR authenticity and self-serving motives. The sample was drawn from social media users in business classes at a mid-sized U.S. university. Results: A cause-related marketing campaign with CSR assurance messages generated more positive responses for all three dependent variables than the control condition. While the externally-sourced CSR assurance message significantly promoted behavioral intentions, the internal-audit CSR assurance message significantly increased likability of the campaign and perceived CSR authenticity. Unexpectedly, multiple-regression showed that CSR authenticity only was significantly associated with all three consumers’ responses. Conclusions: This study revealed that consumers are more likely to show positive behavioral intentions and affective attitudes when exposed to a cause-related social media campaign with CSR assurance messages compared to such a campaign without assurance. We can conclude that CSR assurance messages further increased positive responses from social media users toward cause-related marketing, emphasizing the importance of the post-review processes of CSR practices.

Consumer's Perceived Risk and Product Evaluations on Country Image of Surrogate Buying Origin in Surrogate Internet Shopping Mall

이현정,Sohyoun Shin,김상욱 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, 'surrogate Internet shopping mall' has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active malls and 500 billion Korean won in 2008 since the population of consumers who want this agent shopping service is also expending. This etail business concept is originated from ‘surrogate-mediated purchase’ and this type of shopping agent has existed in many different forms and also in wide ranges of context level for quite a long time. As marketers face their individual buyers’ representatives instead of a direct contact with them in many occasions, the impact of surrogate shoppers on consumer’s decision making has been enormously important and many scholars have explored various range of agent’s impact on consumer’s purchase decisions in marketing and psychology field. However, not much rigorous research in the Internet commerce has been conveyed yet. Moreover, since as one of the shopping agent surrogate Internet shopping malls specifically connect overseas brands or retailers to domestic consumers, one specific character of the mall’s, image of surrogate buying country, where surrogate purchases are conducted in, may play an important role to form consumers' attitude and purchase intention toward products. Furthermore it also possibly affects various dimensions of perceived risk in consumer's information processing. However, though tremendous researches have been carried exploring the effects of diverse dimensions of country of origin, related studies in Internet context has been rarely executed. There have been some studies that prove the positive impact of country of origin on consumer’s evaluations as one of information clues in product manufacture descriptions, yet studies detecting the relationship between country image of surrogate buying origin and product evaluations rarely undertaken regarding this specific mall type. Thus, the authors have found it well-worth investigating in this specific retail channel and explored systematic relationships among focal constructs and elaborated their different paths. The authors have proven that country image of surrogate buying origin in the mall, where surrogate malls purchase products in and brings them from for buyers, not only has a positive effect on consumers' product evaluations including attitude and purchase intention but also has a negative effect on all three dimensions of perceived risk: product-related risk, shipping-related risk, and post-purchase risk. Specifically among all the perceived risk, product-related risk which is arisen from high uncertainty of product performance is most affected (β= -.30) by negative country image of surrogate buying origin, and also shipping-related risk (β= -.18) and post-purchase risk (β= -.15) get influenced in order. Its direct effects on product attitude (β= .10) and purchase intention (β= .14) are also secured. Each of perceived risk dimension is proven to have a negative effect on purchase intention through product attitude as a mediator (β= -.57: product-related risk → product attitude; β= -.24: shippi...

Surrogate Internet Shopping Malls

Hyunjoung Lee,Sohyoun Shin,Sanguk Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

互联网快速增长,已经成为一个重要的零售渠道,并出现了各种互联网零售商,又称电子零售商。一种网上代购店蓬勃发展起来,吸引了国内市场的消费者。这是一种独特的电子零售商,他们从全球购买国内市场尚未进口的名牌产品,寄给个人购买者,并收取服务费。有些消费者喜欢高端独特但无进口资格的品牌,却因付款问题或国内的寄送问题很难直接从海外零售商处购买。在韩国,网上代购店的数量和销售量快速增长——2008年韩国有超过430个活跃商店和5000亿销售额,需要这种代购服务的消费者数量也在急剧增加。这种电子零售的概念源于“代理中介采购”—一种存在已久的形式和内容多样化的代购。通常市场经营者面对的是购买者的代表人而非本人,由消费者决定的代理购买者影响越来越大。很多市场营销和心理学领域的学者都研究过代理对消费者购买决定的影响范围。然而,在互联网商务方面却没有深入的研究。此外,网上代购店作为代理购买者,将海外品牌或零售商同国内消费者连接起来。它有一个特点,代理购买国,即代购商品所在国的形象对消费者的态度和购买倾向有重要影响,还会影响消费者在进行信息处理时所感知的风险维度。然而,尽管对原产国不同维度的影响已有很多研究,对网络内容的相关研究却很少。已有研究证明,原产国信息作为产品制造情况的线索对消费者的评价有正面影响,但对这种形式下网络代理购买国的形象和产品评价之间的关系进行的研究却很少。因此,作者们发这种具体的零售渠道很值得研究,重点结构间的系统关系以及各自不同的路径很值得探索。已有研究证明代购原产国,也就是代购店购买商品所在地的形象,不仅对消费者的产品评价(包括态度和购买意向)有正面影响,还对感知风险的三个维度有负面影响:产品相关、行员相关、以及购买后的风险。在所有的感知风险中,由于对产品性能的高度不确定性,产品相关的风险受负面形象的影响最大(β= -.30),其次是航运相关风险(β= -.18)和购买后的风险(β= -.15)。对产品态度(β= .10)和购买倾向(β= .14)也有一定影响。此外,经证明,感知风险的三个维度通过对产品的态度作为中介,对购买倾向有负面的的影响(β= -.57: 产品相关风险 → 对产品的态度; β= -.24: 航运相关风险 → 对产品的态度; β= -.44: 购买后风险 → 对产品的态度)。从更多的分析可以看出,消费者处理信息的路径会因其对产品知识的等级不同而改变。新手购买者知识等级$ Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, 'surrogate Internet shopping mall' has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active malls and 500 billion Korean won in 2008 since the population of consumers who want this agent shopping service is also expending. This etail business concept is originated from ‘surrogate-mediated purchase’ and this type of shopping agent has existed in many different forms and also in wide ranges of context level for quite a long time. As marketers face their individual buyers’ representatives instead of a direct contact with them in many occasions, the impact of surrogate shoppers on consumer’s decision making has been enormously important and many scholars have explored various range of agent’s impact on consumer’s purchase decisions in marketing and psychology field. However, not much rigorous research in the Internet commerce has been conveyed yet. Moreover, since as one of the shopping agent surrogate Internet shopping malls specifically connect overseas brands or retailers to domestic consumers, one specific character of the mall’s, image of surrogate buying country, where surrogate purchases are conducted in, may play an important role to form consumers' attitude and purchase intention toward products. Furthermore it also possibly affects various dimensions of perceived risk in consumer's information processing. However, though tremendous researches have been carried exploring the effects of diverse dimensions of country of origin, related studies in Internet context has been rarely executed. There have been some studies that prove the positive impact of country of origin on consumer’s evaluations as one of information clues in product manufacture descriptions, yet studies detecting the relationship between country image of surrogate buying origin and product evaluations rarely undertaken regarding this specific mall type. Thus, the authors have found it well-worth investigating in this specific retail channel and explored systematic relationships among focal constructs and elaborated their different paths. The authors have proven that country image of surrogate buying origin in the mall, where surrogate malls purchase products in and brings them from for buyers, not only has a positive effect on consumers' product evaluations including attitude and purchase intention but also has a negative effect on all three dimensions of perceived risk: product-related risk, shipping-related risk, and post-purchase risk. Specifically among all the perceived risk, product-related risk which is arisen from high uncertainty of product performance is most affected (β= -.30) by negative country image of surrogate buying origin, and also shipping-related risk (β= -.18) and post-purchase risk (β= -.15) get influenced in order. Its direct effects on product attitude (β= .10) and purchase intention (β= .14) are also secured.

온라인 인증마크의 신뢰 구축 효과에 관한 연구: 조절변수의 효과 검증을 중심으로

김상욱(Kim, Sanguk),신소현(Shin, Synthia Sohyoun),Aiken, K. Damon 한국상품학회 2012 商品學硏究 Vol.30 No.7

온라인 환경은 오프라인 환경에 비해 기업이 소비자의 신뢰를 얻기에 어려움이 많다. 그럼에도 불구하고 온라인 구매가 급속하게 보급되고 있는 상황에서 기업들은 소비자의 신뢰를 얻기 위한 다양한 노력을 해왔다. 온라인 인증마크(Trustmark)는 제3의 주체가 웹사이트의 보안, 서비스 품질 등을 보증하는 것으로 온라인 환경에서 소비자의 신뢰를 구축할 수 있는 대표적인 수단의 하나이다. 본 연구는 온라인 인증마크가 소비자의 온라인 신뢰에 대해 미치는 영향을 재확인하였으며, 나아가 기존 연구들에서 실증적으로는 검증되지 않았던 구매자의 전반적 온라인 신뢰, 온라인 구매 경험 정도가 갖는 조절효과를 최초로 검증하였다. 본 연구는 조절변수들의 영향검증을 통해 온라인 인증마크의 온라인 기업 신뢰 및 제품신뢰에 대한 영향이 발생하는 과정에 대한 이해를 확장했다는 학술적 의미를 가지고 있으며, 온라인 인증마크의 전략적 활용에 대한 실무적 시사점을 갖는다. In the computer-mediated marketspace where information asymmetry abounds, trust is less easily developed between consumers and firms. Consequently, Internet firms have been making every effort to communicate effectively by posting the optimal numbers and types of web signals. Companies in e-commerce often use trustmarks (defined as any third-party mark, logo, picture, or symbol presented in an effort to dispel consumers' concerns about privacy and security) as a means to further develop consumer trust. These visual icons have become a critical communicative tool for building Internet trust and thus facilitating transactions. Still, there has been relatively little research conducted in this area. This study not only reconfirms the effectiveness of trustmarks for Internet-based firms, but also extends the field of knowledge by investigating trust in the Korean e-commerce context and by comparing conditioned and controlled settings in an experiment. Furthermore, the current work tests the moderating effects of generalized Internet commerce trust and consumers' Internet purchase experiences relative to firm-specific trust as well as product trust. As an academic contribution, this study illustrates how differently a trustmark influences firm and product trust based on the varied levels of consumers' generalized Internet commerce trust and shopping experience. Importantmanagerial implications emerge for the strategic use of trustmarks in the e-commerce context.

A Study of Institutional Status of Risk Management for Radiotherapy in Foreign Country

Lee, Soon Sung,Shin, Dong Oh,Ji, Young Hoon,Kim, Dong Wook,An, Sohyoun,Park, Dong-Wook,Cho, Gyu Suk,Kim, Kum-Bae,Koo, Jihye,Oh, Yoon-Jin,Choi, Sang Hyoun Korean Society of Medical Physics 2016 의학물리 Vol.27 No.3

With the development in field of industry and medicine, new machines and techniques are being launched. Moreover, the complexity of the techniques is associated to an increasing risk of incident. Especially, a small error in radiotherapy can lead to a serious patient-related incident, risk management is necessary in radiotherapy in order to reduce the risk of incident. However, in field of radiotherapy, there are no legally binding clauses for risk management and there is an absence of risk management systems at an institutional level. Therefore, we analyzed institutional status of risk management, reporting & classification systems, and risk assessment & analysis in 31 countries. For risk management and reporting systems, 65% of countries investigated had legislation or regulations; however, only 35% of countries used classification systems. It was found that 43% more countries had legislation for risk management in healthcare than those for radiotherapy; 19% more countries had reporting systems for healthcare than those for radiotherapy. For classification systems, 60% more countries had legislation, recommendation, and guidelines in the field of radiotherapy than those for healthcare. Recently, international institutes have published several reports for risk management and patient safety in radiotherapy, owing to which, countries adopting risk management for radiotherapy will gradually increase. Before adopting risk management in Korea, we should precisely understand the procedures and functions of risk management, in order to increase efficiency of risk management because classification & reporting system and risk assessment & analysis are connected organically, and institutional management is needed for high quality of risk management in Korea.