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글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The cosmetic industry has been rapidly expanding over the last decades. The industry itself generates about $230 billion each year and is consumed daily by 90% of female consumers. Despite its weight in the economy, consumer research has largely neglected the specificity of beauty products and consumption. The first aim of this paper is thus to offer an integrative conceptual framework to better understand beauty consumption from a consumer psychology point of view, incorporating findings from evolutionary, cognitive and cultural psychology. The second aim is to encourage consumer research on the topic by offering a research agenda taking into consideration different dimensions of beauty perception. This working paper is based on a critical and systematic literature review conducted on the topic of beauty in cognitive, evolutionary and cultural psychology. Whilst the beauty industry is booming, a gap exists in the consumer research literature in terms of understanding the applications of traditional evolutionary, cognitive and crosscultural research on the topic. This working paper introduces a framework and agenda to understand, frame, and study beauty in consumer research. On the basis of the literature reviewed, we propose a model with two decision-making systems related to beautyrelated cognition and behaviors: an impulsive decision-making system and a socially constructed decision-making system. In the impulsive decision-making system, sexual selection and cognitive mechanisms function simultaneously. We expect impulsive buying behavior to occur when consumers are exposed to highly aesthetic packaging of beauty products. In the socially constructed decision-making system, consumers choose certain brands depending on the brand image being aligned with the consumer’s cultural perception of beauty. We argue that decision-making behavior is reflective, as opposed to impulsive. Finally, we argue that both systems are mutually reinforcing and need to be better integrated into further studies looking at beauty consumption.
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EXPECTED UTILITY OF SPORTS SPECTATORS; CLOSE OR LOPSIDED MATCH
글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
People want to watch a sports game which cannot anticipate the result until the end of the game. Sometimes, however, excessive tension of contest lowers the interest of audience. Vast amount of existing researches have focused on finding explanation about what makes a difference of the preference level of suspense among sports fans and where is the optimal level of suspense. We apply Expected Utility Theory and Prospect theory to illustrate the expected utility of sports spectators. According to our findings, if someone someone who is satisfied more when the cheering team wins, he or she may prefer lopsided match than close match. And fans who support winning team, which means team which wins often, prefer lopsided match to close match because they forecast their team will win more than fans who support losing team, which means team which loses often. We manipulate the level of satisfaction when the cheering team wins (S) and subjective forecasted probability of win before the game (Q) of respondents and measure the utility of them toward difference game aspect (P) to verify our hypothesis. This study was carried out to investigate how the satisfaction of sports spectators will change according to the change of the game aspect. In particular, research model was set up using the Expected Utility Theory and Prospect Theory of economics. The use of economics models to explain sports consumer behavior is different from that of previous studies, and consumers' prior expectations can affect the current game viewing based on Prospect Theory is another contribution of this research.
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THE INFLUENCE OF TWO FUNDAMENTAL FACTORS ON CONSPICUOUS LUXURY CONSUMPTION
글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
In real life most are searching for ways to pursue happiness through positive affirmation from others. This practice includes conspicuous luxury consumption in capitalist societies. Veblen Thorstein critically describes this construct as lavishing money on unnecessary evident goods as a means to gain social status and recognition from others (Veblen, 1899). Following Veblen, researchers have examined various antecedent and consequent factors of conspicuous luxury consumption behaviour from broad research streams such as power, social class, culture and materialism (e.g., Berger & Ward, 2010; Han, Nunes, & Drèze, 2010; Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014). Though research on conspicuous luxury consumption has received great attention over the past decade, and previous research discovered how various factors affect conspicuous luxury consumption, the ways in which core factors influence conspicuous luxury consumption are still not well understood. In this research, we revealed two important factors; self-focus versus other-focus and self-transformative versus self-expressive motivation. In multiple experiments, the major dependent variable is the logo size of luxury brands, which is generally accepted to reflect the conspicuous consumption intentions of the purchaser. This research reveals the following two important findings. First, individuals have a greater desire for conspicuous luxury products when they focus more on others than themselves, because of brand logo visibility of luxury consumption. This is because focusing on others makes individuals more concerned about others’ opinions of them and social criticism (Fenigstein, Scheier, & Buss, 1975), thus leading individuals to gravitate towards the products that can guard against potential social criticism. This in turn, makes other-focused individuals place more value than self-focused individuals on conspicuous luxury products that have socially favourable indicators. Secondly, the current research shows that individuals who are motivated to transform themselves into the person they wish to be prefer conspicuous luxury products more than those who are motivated to express their actual selves. This is because conspicuous luxury products are highly associated with an ideal self. The current research offers several important contributions. First, the studies reported here will enrich the extant conspicuous luxury consumption literature by unveiling the fundamental motivations lying behind the various factors that have been shown to influence conspicuous consumption in previous research (e.g., Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009). Second, the findings of this research highlight ways to attenuate conspicuous luxury consumption that affect the happiness of individuals; the self-focused and self-expression. Consequently, this research’s findings advance understanding of luxury consumption as most research has focused more on antecedents that increase conspicuous luxury consumption behaviour (e.g., Lee & Shrum, 2012; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014) than factors that decrease conspicuous luxury consumption behaviour (Stillman, Fincham, Vohs, Lambert, & Phillips, 2012).
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Dohyung Bang,SooCheong (Shawn) Jang 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study empirically verified the endorsement effect of a restaurant platform as a reliable third-party organization on changes in customers’ attitudes toward restaurants by measuring big data-based consumption values using customers’ reviews and applying difference-in-differences. The results indicated that endorsement effects are effective when specific cues are provided and under unusual circumstances such as the pandemic.
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Changwook Kim,Seongjin Yoo,Min-Jun Kim,Sejin Ko,Jeounghak Lee 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
From the standpoint of developing a transformative service to create improvements in collective wellbeing (Anderson & Ostrom, 2015), evidence of a sport–resilience relationship is gradually accumulating in the literature (Kim et al., 2022). Sport management and social science scholars are making considerable efforts to understand how sport entities with transformative services can contribute to consumer resilience—an intervention through a sport consumption experience that affects people’s abilities to cope with adversity (Inoue et al., 2022; MacIntosh et al., 2020). However, little is known about the sport industry and spatial consumer behavior in terms of consumer resilience. Although previous researchers have identified a macro-level association between sport industry and community resilience from a bird's eye view (Kim et al., 2021), it could not determine how and where sport industry at a macro level can be related to individual-level resilience through metaphors of Consumer Desire. Specifically, the spatial patterns of sport consumption (i.e., consumer spatial behavior) can be a result of sport consumer behavior affected by spatial context upon heterogeneous features of sport industry across regions (Kim et al., 2021) in the environment–behavior paradigm (Olsson & Gale, 1968). The macrolevel clustering of the sport industry in a region (environment) can be a community resource to provide individuals with the opportunity for sport consumption (behavior), which promotes the micro-level psychosocial factors for sport consumer resilience (Inoue et al., 2022). Furthermore, recent work illustrates heterogeneous spatial interaction at the regional level of the sport industry and individual-level sport consumption (Kim et al., 2022), suggesting the elaboration of cross-level spatial interaction models (Kim et al., 2021). Accordingly, in this study we aim to not only (a) determine spatially heterogeneous interactions in the association between sport industry and consumer spatial behavior in affecting consumer resilience, but also (b) identify what effect spatial interaction has on cross-level relationships. Using data focused on a multiscale-based nested geographic structure (e.g., individual-level consumption by zip code, county, state, and nation) that could elucidate the sport consumer spatial behavior, We collected multiple types of data from Florida, including the location quotient of the main seven sport industries (e.g., sport facilities) and socioeconomic factors (e.g., social vulnerability) at the county level from secondary sources. In addition, we acquired individual-level data from Qualtrics panels (1,107 Florida residents) to measure sport consumer spatial behavior (e.g., location-based sport consumption experience) and consumer resilience using the Connor-Davidson Resilience Scale. To address spatial interaction and heterogeneity, we used a comprehensive analytical model for global and local spatial analysis, including a spatial multilevel mediation (SMM) model and multiscale geographically weighted regression (MGWR) model. As a result of the SMM model, the county-level cluster of sport facilities affected individual-level participatory sport consumption, which enhanced consumer resilience (cross-level interaction effect). However, considerable spatial non-stationarity appeared in the spatial interaction, indicating interregional interactions in the cross-level effects within a county. The results of MGWR indicated significant spatially heterogeneous patterns in the association between the cluster of sport facilities and participatory sport consumption. That is, it was clarified that the spatial heterogeneous effects of the clustering of sport facilities on sport consumer spatial behavior are associated with consumer resilience. This empirical interdisciplinary work, including sport management, geography, and consumer psychology, advances knowledge of consumer spatial behavior and resilience by demonstrating heterogeneous spatial interactions. Practically, the current study calls for spatial management planning and strategy in sport industry for enhancing consumer resilience through spatial sport consumption, considering spatially varying patterns.
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REVIEW OF CHINESE OUTBOUND TOURISM RESEARCH
Ying Wang,Xin Jin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.3
The Chinese outbound travel market has been one of the fastest-growing international markets for destinations, with Chinese tourist arrivals grown from 10 million to 83 million from 2000 to 2012 and their expenditures abroad reaching US102 billion in 2012 to position China as the world’s largest tourism source market in spending (CTA, 2012; UNWTO, 2013). Investigations into how Chinese tourists behave in comparison to their Western counterparts will have tremendous potential for developing insights into tourism literature, especially if previously developed Western theoretical models can interpret Chinese tourist behaviour. Practically, a better understanding of the Chinese outbound tourism phenomenon benefits destinations, which seek to effectively promote economic and social development associated with the ever-growing Chinese outbound market. The purpose of this paper is to provide a systematic, quantitative review of 118 articles published in 15 top tourism and hospitality journals between 2000 and 2012 to determine the status of research on Chinese outbound tourism. This study adopted a hybrid design that incorporated the characteristics of both the narrative and systematic quantitative review methods. The review outlines current achievements and future directions for Chinese outbound tourism research, and is pertinent to both theory building and professional practice. Based on Weaver and Lawton’s (2009) model of multi-disciplinary linkages, the 118 articles were classified into: psychology (38 articles), marketing (33), business management (16), economics (6), history (4), sociology (3), political science (1), and others (17). Credit shall be given to research efforts manifested in several areas such as travel motivation, expectations, travel barriers, destination image and preference, market segmentation and business management issues. However, much of existing literature focuses on one specific domain of sustainability - economic, reflecting an initial excitement about the development potential of this market, promoting it as an ideal source for economic growth at the destinations. The majority of studies are within the positivistic/post-positivistic paradigm. Few studies take a platform beyond advocacy to dialectically evaluate Chinese outbound tourism phenomena and impacts. In general, these studies applied existing theories to the Chinese market but fall short of making a significant breakthrough beyond the widely adopted Western models. As such, knowledge generated is to some extent fragmented and context-confined. Long-term strategic development requires recognition of the complexity and reality of the Chinese outbound tourism phenomenon as well as a need for sustainable and responsible development. In response, research needs to move toward the sustainable, knowledge-based and ethics platforms that adopt a holistic view of tourism as an integrated and interdependent system.
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SPATIAL COOPETITION AND PEER-TO-PEER ACCOMODATION PRICES
Hanna Lee,Seongsoo Jang,Jinwon Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Extant studies assessing determinants of peer-to-peer (P2P) accommodation prices have mainly focused on individual listing-level analysis, with a less attention to inter-regional dynamics between cooperation and competition. While Airbnb has announced how to set a pricing strategy tool called “smart pricing” to help hosts gauge rental rates, many hosts find that its suggesting prices are too low, failing to offer a robust picture of their destination market (Jiang et al., 2022). This calls for a research on how P2P accommodation hosts can benefit from coopetitive pricing strategy – a hybrid behavior of cooperation and competition that occurs among hosts or regions (Chim-Miki & Batista-Canino, 2018).
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Ziyou Jiang,Ryan Fernandez,Jewon Lyu,Heejin Lim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
With the increasing popularity and attention towards virtual stores, the present study examines how consumers' perception of spatial and human crowdedness affects consumers' behavioral and attitudinal intention to shop at the virtual store through positive emotional arousals. Using two between-subject experiments (crowdedness: low spatial x high; low human x high), 171 participants were randomly assigned to each condition. The results demonstrated highly crowded virtual space with more merchandise creates a consumer’s positive emotional arousal, which leads to a positive attitude and satisfaction. Further, consumers perceive positive social crowdedness (i.e., when other shoppers are present) develops excitement among consumers who may entice positive attitude and satisfaction. Findings suggest that retailers should develop stimulating virtual stores.
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