The E-commerce market continues to grow in recent years, many companies have generated customer satisfaction by improving the quality of fulfilment, but the effects needed further investigation. Customer satisfaction research in e-commerce is one of the major areas of e-commerce research. Previous studies have investigated customer satisfaction factors in e-commerce from the perspective of e-SERVQUAL (e-service quality). Zeithaml et al. (2000) investigated that fulfilment has a significant impact on customer satisfaction in e-commerce. China's e-commerce market is the largest in the world at $2,879 billion and accounts for the largest share of the total retail market worldwide at 50.4%. This research focused on China’s e-commerce market.

This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users’ spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

Corporate Social Responsibility (CSR) can be defined as corporate activities that contribute to sustainable development and social well-being (Dahlsrud, 2008). Donation-linked activities in which a portion of the revenue is donated to the local community when consumers purchase products can be part of CSR activities (Folse, Niedrich, & Grau, 2010). Consumers now also want to consume "good" CSR activities, purchase "good" corporate products, and “reward” the companies engaged in CSR activities (Bhattacharya & Sen, 2004). Consequently, it is important that companies promote products that are associated with CSR so that consumers can identify the company is doing good (Lii & Lee, 2012). This is because CSR-related products can lead to consumers’ positive responses or evaluation (e.g. Brown & Dacin, 1997), high buying intentions (e.g. Mohr & Webb, 2005), and positive impact on brand attitude or brand equity (e.g. Hur, Kim, & Woo, 2014).

Effect of product message type (novelty and meaningfulness) on new product evaluation with spendthrift and tightwad consumers New product development is one of key strategies that firms can use for survival and growth alike. Well-developed new products can generally provide much needed values for consumers, which in turn provide reasons and bases for firm’s growth and sustainable competitive advantages. Given this importance of new product development and launch, the understanding of what factors influence consumer’s new product purchase behavior is extremely critical for firms' success and just as important as the new product development itself. Previous research shows that many factors - such as perceived risk of new products (Ross 1975; Stone and Gronhaug 1993), consumer innovativeness as a personality (Midgley and Dowling, 1978; Steenkamp et al., 1999), and type of new products, e.g., discontinuous new product (Veryzer 1998) - influence the evaluation of new products. The current study contends that firm’s communication efforts for new products, in particular, the contents and types of message for new products, are as important as any other factors (often, even more critical than others). A consumer’s awareness of new product in the form of actual product launch or preannouncement of new product (Eliashberg and Robertson 1988) is important. Then, a naturally rising questions will be: (1) how should firm develop the contents of messages to consumers to spread the words? (2) who should be the target audience? In other words, depending on consumers and their individual differences, the message development for new product should be accordingly changed or modified to maximally generate consumer’s purchase behaviors. The goal of the message content is how to frame new products so that consumers seek to purchase the products. Two main approaches to frame advantages, strengths, or unique selling propositions of a new product would be (1) novelty and (2) meaningfulness (Im and Workman 2004). However, the framing message should be different depending on consumer’s individual differences. Given the complexity of modern consumers, firms need to understand not only the effect of situational factors such as product involvement (De Wulf, Odekerken-Schröder and Iacobucci, 2001), but also the influence of consumer’s different orientations in personality such as need of cognition (Cacioppo and Petty 1982) and need for uniqueness (Tian, Bearden, and Hunter 2001). Formally, in this study, not only message type, but also spending orientation of individual consumers will be explicitly examined to identify possible interactions effects on the new product purchase. In sum, the purpose of the current study is to examine the effect of message types and consumer’s spending orientation on the new product purchase decision. Specifically, the current study aims to suggest a significant interaction effect of message types of new product introduction (novelty or meaningfulness) as well as the format in which information is provided and individual consumers with opposite spending orientations. Theoretical background The development of the spendthrift-tightwad scale was created by Rick, Cryder, and Loewenstein (2008). In their scale, the authors define tightwads as individuals that have difficulty spending money whereas spendthrifts are individuals who have difficulty controlling their spending. Tightwads and spendthrifts do differ in levels of self-regulation (Tangney et al 2004). Tightwads are unable to free themselves from self-control even though their situation would become more favorable by spending money and spendthrifts have issues with exerting self-control even though it is in their best interest to limit their spending. Based on Rick et al (2008), spendthrifts are three times more likely than tightwads to carry debt as well as more amount of debt. Spendthrifts carry more debt and save less than tightwads. Spendthrifts are significantly more likely than tightwads to carry credit card debt at each income level. With respect to consumption purchase, spendthrifts are nine percent more likely than tightwads to buy a utilitarian massage and 26 percent more likely to buy the hedonic massage Rick et al (2008). Tightwads are significantly less likely to buy a massage in general. In sum, there will be a clear distinction between spendthrifts and tightwads in terms of utilitarian and hedonic purpose of consumptions. Thus we predict that, H1: Spendthrifts are more likely to have a higher purchase intention score than tightwads Meaningfulness and novelty are the two dimensions of new product creativity(Amabile 1983). Novelty is defined as the degree to which a new product is perceived as new and uniquely different to competitors, while meaningfulness is defined as the extent to which a new product is perceived as appropriate and useful. Consumers value novelty or meaningfulness depending on their level of product involvement and knowledge Rubera, Ordanini, and Mazursky (2010). However, products must have a wow or coolness factor to be accepted. Consumers do not appreciate a new product's creativity for its own sake but try to relate a product's meaningfulness and novelty to its utilitarian and hedonic value respectively(Im, Bhat, and Lee 2015). Therefore, we expect that H2 (a): Spendthrifts have higher intentions to purchase a product if presented as a message with a novelty message than meaningful message. H2 (b): Tightwads have higher intentions to purchase a product if presented as a message with meaningfulness than novelty. Study design The purpose of study is to see whether or not the manipulation of the message type describing a new product will lead to a higher purchasing intention. Framing the message with novelty shows that the product is new and unique, while framing the message with meaningfulness emphasizes a product's usefulness and ability to fulfill needs. We predict that the message type significantly influences the intentions a new product changes based on their tendencies of money use. The pretest is designed to check to see if the perceived value from both meaningfulness and novelty framing are be similar as well as the strength of attributes. Participants had been randomly assigned to one of two groups: a flyer with a meaningful message, a flyer with a novelty message. Participants were asked on a single item (7-point scale) of how much value the new product provides them. A second question asked the participants to rate on a 7 point scale asking how strong or convincing the message was given the provided attributes. A total 158 undergraduate students from a Midwestern land-grant university participated in this experiment, all provided with extra credits for class. Participants were randomly assigned to a group based on a 2 (Message type: Meaningfulness vs. Novelty) x 2 (individual difference: tightwad vs. spendthrift) x 2 (advertisement only vs. advertisement + customer review) between-subjects experiment. The dependent variables are attitude toward new product and purchase intentions. Participants were classified either as spendthrifts or tightwads. The spendthrift-tightwad scale provided by Rick, Cryder, and Loewenstein in (2008) came out to be reliable with a Cronbach alpha of .75 as stated in their development and validation section. With this reliability check, it will be safe to use their scale to differentiate participants as either spendthrifts or tightwads. This scale is used to measure an important individual trait of spending behavior which we believe is to interact with the message type. We also tested the effect of message vehicle (either advertisement or customer’s review), given the importance of source credibility. In the meaningfulness message type, participants are provided an advertisement flyer about a new product. There are six attributes about a new product (3 meaningful attributes and 3 novel attributes) and a message in the bottom half of the flyer describing the how this product will satisfy the customer's needs, useful, and or life changing. In the novelty message type, participants receive a similar flyer with the same product attributes as in the meaningfulness condition. The difference is in the message provided in the bottom half of the flyer. The message for novelty include phrases that indicate how new, unique, or revolutionary the product is. After the participants look over the flyer, they were asked if they would buy this new product. Then participants answered a follow-up question for the manipulation check. Participants in their respective message types were asked if how meaningful they think the product is they if they are in the meaningful condition and how novel they think they product is if they are within the novelty condition. For the customer review condition, a similar manipulation was used and the difference is that participants read customer reviews (emphasizing either meaningfulness or novelty of new product) Measures Advertisement novelty and meaningfulness are composite scales from six items respectively, with Cronbach alpha of 0.874 and 0.923. Product attitude are measured using four items (outstanding quality, reliable, consistent, and dependable) (Cronbach alpha = 0.919). Purchase intention measure is based on two items (how likely, how probable to purchase this product) using 7-point scales (Cronbach alpha = 0.827).Individual difference of spendthrift and tightwad measure is adopted from Rick, Cryder, and Loewenstein (2007). They used four items and simply summed scale responses (range from 4 to 26), and then divide respondents into three equally sized groups of sums (tightwad, unconflicted, and spendthrift). In our analysis, we followed the same approach, and used two groups (tightwad and spendthrift). The reliability (Cronbach alpha) was 0.756. However, for the manipulation check neither the novelty nor meaningfulness variable was significant. In the novelty condition, the participants did not experience a higher level of novelty in the message (t=.46, p=.65) while in the meaningfulness condition, participants did not experience a more meaningful focused message (t=-.485, p=.63). We must redesign the stimuli so that survey participants are properly manipulated to their allotted conditions. Initial results Attitude and purchase intention were higher for the advertisement plus customer review condition, compared to only advertisement groups. Also, there is a significant interaction effect among the message type and spending orientations influencing purchase intention. The spendthrifts to have higher intentions to purchase the product than tightwads similar to Rick, Cryder, and Loewenstein (2008) study with utilitarian and hedonic variables. There should be a significant effect of message type. The ANOVA results showed that overall model was significant (F =2.23, p=.048). ST-TW trait showed a significant effect on purchase decision (F= 7.454, p=.009). Thus, spendthrift respondents are more likely to purchase new products than tightwad ones, which is a consistent result to the existing literature. Implications and conclusions Message strategy for new product will be of critical criterion, because a convincing and creative advertising campaign will capture the attention of consumers. It will be important for firms to incorporate customer reviews in juxtaposition with the advertisement message, as it is much more likely for a consumer to purchase a product when a review is present based on the results above. Essentially, providing customer information becomes important, when you develop a message in advertisement that also provides a complimentary consumer review. However, depending on consumer’s characteristics regarding spendthrift-tightwad orientation, the choice of either advertising or specific promotion, encouraging encourage consumer to purchase. In sum, the results strongly suggest that using both advertisement and customer review information provision would increase purchase decision, but complementary focus of information provision will be the most effective way to deliver message to audience. In addition, individual different in spending orientation can be an important moderator, which suggest a series of further research.

Effects of superheated steam (SHS) temperature (120, 150, 180, 220°C) and time (2, 5, 8, 10 min) on product quality attributes of snack-type ginseng chips were studied. Ginseng chips dried at faster rate under a higher SHS temperature. Higher SHS temperature resulted in ginseng chips with lower moisture content and water activity. After SHS treatment, lightness (L values) and redness (a values) of ginseng chips decreased significantly whereas yellowness (b values) of those increased. Although crude saponin content in ginseng chips reduced slightly after SHS treatment, chips treated at 150°C for 5 min had the highest saponin retention among samples. Scanning electron microscope analysis revealed that SHS treatment cause the shrinkage at the surface first, forming compressed cell layers. As treatment proceeded, pores and cavities were formed internally, resulting porous structure. These results suggested that SHS treatment shows great promise in production of snack-type ginseng chips by reducing drying time without any quality deterioratio

In early 2015, L’Oréal’s luxury cosmetics brand LANCÔME launched a product called Miracle Cushion™, a sponge soaked in liquid foundation. By integrating a cosmetic formula with a sponge in a compact case, it distinguished itself from other conventional makeup products, e.g., liquid foundation in a glass bottle or pressed powder in a portable compact. On Lancôme’s website, Miracle Cushion™ is described as follows: “a foundation revolution has arrived – liquid makeup in a cushion.” LANCÔME’s “revolution” actually originated from AMOREPACIFIC, Korea’s number one beauty group which had a sales revenue of KRW 4.7 trillion (USD 3.9 billion) in 2014. By launching Air Cushion® in March 2008, AMOREPACIFIC created a new makeup product category called “cushion.” By July 2015, the total cumulative number of AMOREPACIFIC’s cushion products sold in 13 countries was 63 million units. In 2014 alone, more than 26 million units were sold – one every 1.2 seconds. The sales revenue was KRW 641 billion (USD 542 million), which accounted for more than 13% of AMOREPACIFIC’s total revenue. AMOREPACIFIC launched Air Cushion® under IOPE, one of its premium brands. The company initially positioned Air Cushion® as sunscreen. Equipped with mass production facilities, AMOREPACIFIC sold 517,000 units of cushions in 2010, which accounted for KRW 14.5 billion (USD 12.2 million). Furthermore, the company started to automate the entire manufacturing process for cushions. With this automation, the sales revenue of Air Cushion® in 2011 reached KRW 33.6 billion (USD 28.4 million) - more than doubled compared to 2010. Obviously, it was a huge success for sunscreens under a single brand. From 2012, AMOREPACIFIC began to expand cushions for other in-house brands besides IOPE. Simultaneously, AMOREPACIFIC started to reposition cushion as makeup “foundation,” not “sunscreen.” HERA, AMOREPACIFIC’s luxury brand with a strong heritage in color makeup, took the initiative in repositioning cushion. This was also a strategic decision to diversify distribution channels: the main distribution channels of premium brands such as IOPE were Sephora-like specialty stores and discount stores whereas the primary distribution channels of luxury brands such as HERA were department stores and door-to-door networks. With HERA focused on domestic market expansion, LANEIGE, the most globalized brand of all in AMOREPACIFIC, pioneered the global market for cushions. Starting from its entry into Hong Kong and China in 2002, LANEIGE had already expanded its presence in more than 10 countries including Singapore, Malaysia, and Vietnam. Specifically, LANEIGE was perceived in most Asian countries as a cosmetics brand spearheading “K-Beauty” trends, part of the “Korean Wave” phenomenon. Thus, LANEIGE capitalized on its brand reputation accumulated over the years in the Asian market to expand cushions. LANEIGE designed a brand concept for its cushion as BB Cushion to make the most of the popularity of BB creams across Asia. In 2012, LANEIGE BB cushion was first launched in Singapore in January, followed by Malaysia, Thailand, and Vietnam in March, and finally Taiwan in April, all prior to its release in Korea in May. Initially, it emphasized the brightening function to fulfill the demand for whitening products already popular throughout Asia. From 2013, LANEIGE started to offer a variety of product lines customized to different consumer needs from each country. For example, LANEIGE launched BB Cushion Pore Control for consumers in hot, humid areas of Southeast Asia and BB Cushion Anti-aging for consumers in extremely cold and dry areas of China. Starting with HERA and LANEIGE in 2012, AMOREPACIFIC continue to release cushions under other brands by stages - SULWHASOO, ETUDE HOUSE in 2013, and INNISFREE, MAMONDE in 2014, etc. Every cushion product launched under different brands was named “cushion.” For example, HERA UV Mist Cushion, LANEIGE BB Cushion, SULWHASOO Perfecting Cushion, ETUDE HOUSE Precious Mineral Any Cushion, INNISFREE Water Glow Cushion, MOMONDE Cover Powder Cushion, etc. With the consistent labeling, AMOREPACIFIC succeeded in categorical differentiation. Stimulated by the widespread popularity of AMOREPACIFIC’s cushion foundations, competitors followed. Among local companies, LG Household and Healthcare was the first to enter into the cushion market in August 2012. Among the foreign brands, it was Lancôme. This paper is trying to understand how to achieve breakthrough innovation and create a new product category in the mature market such as cosmetics by analyzing the case of AMOREPACIFIC’s cushion.

The advances of the Internet open consumers new opportunities to share their consumption experiences, opinions and feelings with others. Online customer reviews (OCRs) are a crucial source of information for consumers and are regarded as one of the most influential types of electronic word-of-mouth (eWOM) in shaping consumer attitudes and facilitating purchase decisions (Plummer, 2007). Prior research has produced a number of valuable insights on OCRs (e.g., Dellarocas, Gao, & Narayan, 2010; Hennig-Thurau et al., 2004; Mayzlin, Dover, & Chevalier, 2014). Especially the influence of OCR valence (positively vs. negatively framed information) has received considerable attention both from practitioners and from scholars (e.g., Xue & Zhou, 2010; Yang & Mai, 2010; Lee et al., 2009). However, we argue that scientific insights on the influence of OCR valence remain limited. Specifically, this paper shows that the level of source credibility (high vs. low) as well as the type of product (search vs. experience good) are important moderators of the influence of OCR valence on several consumer OCR reactions (product attitude, product quality, and product trust) under specific circumstances only. Four hundred and sixteen respondents (70% females, average age 24 years) participated in an experiment with a 2×2×2 between-subjects full factorial design manipulating the OCR valence (positive vs. negative), the source credibility (high vs. low) and the product type (search vs. experience good). Results demonstrate that the effect of positive OCRs from highly credible sources on diverse outcome variables is larger than from low credible sources. By acknowledging Chaiken et al.’s (1989) theoretical extension of the heuristic-systematic model (Chaiken, 1980) we provide empirical evidence that source credibility intensifies the impact of positive OCRs due to the additivity effect. In contrast, credible negative information is not more influential than incredible information. A similar mechanism becomes operational when considering product type. Here, positive OCRs about experience goods have a stronger influence on product evaluations than similarly valenced information about search goods. This research provides further support for the crucial role of credible, positive OCRs in affecting consumer behavior in contrast to their negative counterparts. From a practical perspective, marketers should consider including highly credible OCRs from trustworthy and experienced customers’ peers as decision aids. This can be achieved, for instance, by including personal postings from Facebook. Such a strategy is particularly efficient as positive OCRs increase the consumer’s confidence towards the product while credible negative OCRs are not more harmful than incredible ones.

This study aims to analyze the differences of ginseng product consumers and segment Korean fresh ginseng and red ginseng root markets based on attributes for the purchase. As a result of analyzing survey data, the red ginseng root consumers had different aspects from fresh ginseng consumers. According to the result of cluster analysis, the fresh ginseng consumers were subdivided into three segments (safety-oriented consumption cluster, label centered consumption cluster, and high involvement consumption cluster), while the red ginseng root consumers were subdivided into four segments (convenience-oriented consumption cluster, high involvement consumption cluster, raw material's safety-oriented cluster, and raw material's information importance cluster). ANOVA and Crosstab were conducted to investigate characteristics of each cluster.

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.

시간과 돈 효과는 시간이라는 개념이 돈보다 소비자의 제품에 대한 태도 및 의사결정에 긍정적인 역할을 한다는 것을 의미한다. 시간과 돈을 어떻게 사용하는가는 각 개인의 정체성과 밀접한 관계가 있다. 기존 연구에 의하면, 시간은 경험으로 존재하기 때문에 시간은 물질적 제품보다 경험적 제품에 대해 좀 더 긍정적인 소비자 반응을 유발하는 반면, 돈은 소유로 대표되는 물질주의적 가치와 관련되어 있으므로 경험적 제품보다는 물질적 제품에 대해 좀 더 긍정적인 소비자 반응을 유발한다. 본 연구에서는 기존의 제품유형에 스마트폰을 더하여 시간과 돈의 효과가 소비자의 반응에 어떤 영향을 주는지를 알아보고자 하였다. 실험 1에서는 기존에 자신이 사용하였던 제품에 대한 평가를 실시하였다. 연구 결과, 소비자의 만족도에 대해 시간과 돈 활성화 조건과 3 가지 제품유형(패밀리 레스토랑, 스마트폰, 고급브랜드청바지)간의 상호작용이 관찰되었으며, 스마트폰에 있어서는 시간활성화가 돈활성화보다 높은 만족도를 유발하였다. 실험 2에서는 실험1에서 사용된 제품유형에 대한 이미지 광고를 사용하여 시간과 돈 효과를 살펴보았다. 제품에 대한 태도, 만족도, 구매의사, 개인적 관련성 변인 모두에서 시간돈활성화 조건과 제품유형간의 상호작용이 관찰되었으며, 역시 스마트폰에서만 유의미한 활성화조건간 차가 관찰되었다. 아울러 활성화조건의 주효과도 관찰되어 시간활성화 광고가 돈활성화 광고보다 훨씬 효과적인 것으로 나타났다. 연구결과에 대한 이론적, 실용적 함의점이 논의되었다.

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

사용자의 감성을 측정하기 위한 심리적 측정방법 중에서 사용자가 느끼는 감성을 형용사와 같은 어휘를 통해 간접적으로 측정하는 방법, 즉 감성어휘를 추출하여 사용자의 감성을 측정하는 방법이 가장 보편화되어 있는 방법이다. 본 연구의 선행연구에서는 사용자가 제품을 사용하는 도중에 유발되는 인간의 감성 변화를 나타낼 수 있는 감성어휘들과 대표감성들을 추출하여 제품을 사용하는 도중에 표출되는 사용자의 감성을 측정하기에 적합한 주관적 평가스케일을 도출하였다. 사용자의 감성을 측정하기 위한 심리적 측정방법에는 감성어휘를 이용한 체크리스트 외에도 자기-보고 질문지형 스케일도 널리 사용되고 있다. 따라서 본 연구에서는 선행연구를 통해 도출한 주관적 평가스케일을 보다 더 효과적으로 활용하기 위하여 자기-보고 질문지형 스케일을 제안하였다. 또한 개발한 자기-보고 질문지형 척도의 Cronbach's α 계수 분석을 통해 신뢰도를 확인할 수 있었다. 따라서 본 연구에서 제시한 자기-보고 질문지형 척도는 제품을 사용하면서 자연스럽게 표출되는 사용자의 감성을 효과적으로 측정하기 위한 척도로 활용할 수 있을 것이다.

The 5 working day's a week increase to fixed cost. Specially, the small & medium size company more increase to manufacturing cost. The introduction of 5 working day's rule influence to labor cost in manufacturing cost. Also, it make disappearance to fixed cost of 0.5 working day. Almost manufacturing company expect to have difficulty in product cost. The case of japan, many manufacturing company move to Asian countries after introduction of 5 working day's a week rule. The purpose of this study are the analysis of change product cost and suggest to solutions of productivity for a type of industries..

The 5 working day's a week increase to fixed cost. Specially, the small ＆ medium size company more increase to manufacturing cost. The introduction of 5 working day's rule influence to labor cost in manufacturing cost. Also, it make disappear to fixed cost of 0.5 working day. Almost manufacturing company expect to have difficulty in product cost. The case of japan, many manufacturing company move to Asian countries after introduction of 5 working day's a week rule. The purpose of this study are the analysis of change product cost and suggest to solutions for a type of industries.

Purpose: Understanding which product types of overseas travel (free independent travel vs. package travel) consumers will choose is one of the key issues of marketing and consumer behavior in travel agency management. Prior studies on overseas travel type preferences mainly focused on comparing regional differences (e.g., Asian vs. Westerner, or Korean vs. Australian, or Korean vs. Japanese, or American, French, Italian vs. Japanese) influencing the choice of overseas travel type. Another researchers focused on comparing cultural differences (e.g., individualism vs. collectivism, or individualistic culture vs. collectivistic culture), subcultural difference (e.g., acculturation; Koreans living in Republic of Korea vs. Koreans living in Australia), travel lifestyle, and socio-demographics (e.g., age, gender, income level, education level, marital status, occupation etc.). However, there are few studies that identify individual psychological differences (i.e., individual psychological differences within the same culture) influencing the choice of overseas travel type. Self-construal is a psychological factors that greatly influences choice behavior. The purpose of this study was to examine the role of self-construal as an antecedent variable influencing choice of overseas travel product type. Research design, data and methodology: To achieve the purpose of this study, the questionnaire survey method was used. Selfconstrual items composed of independent self-construal items and interdependent self-construal items. Product types of overseas travel were free independent travel (FIT) type versus package travel type. In this study, the correlation coefficient between independent self-construal and interdependent self-construal was nonsignificant. It meant that the relationship between independent self-construal and interdependent selfconstrual was orthogonal. Therefore it was analyzed that independent self-construal and interdependent self-construal separately. Reliability analysis, factor analysis, and logistic regression analysis (controlling gender and age) was used as the data analysis method. Results: According to the results of this study, the stronger independent self-construal, the more preference for the free independent travel type rather than package travel, and the stronger interdependent self-construal, the more preference for the package travel type rather than free independent travel. Conclusions: Self-construal is an antecedent variable influencing the choice of travel type. Travel agencies must consider the consumer’s selfconstrual (independent self-construal vs. interdependent self-construal) before planning and designing overseas travel products.

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

This study is conducted to verify existing differences in consumer attitude according to distributor type and PB product type. Pre-test was conducted for this study in order to select the distributor and to classify the product type, FGI was conducted with 10 graduate students of K university in Kyong-gi. This study survey housewives, office workers, and university students excluding the participants in the pre-test. In the final analysis, research hypothesis is verified through the data of 280 answers in Korea. This research is conducted with a factor design of 3 types of distributors –department store, discount store, convenience store-and 2 types of product –utilitarian product, hedonic product. To verify the hypotheses, ANOVA is carried out. Reliability test of each measurement variables, Cronbach α coefficient is used. For each analysis, SPSS Windows 15.0 statistical program is used. The findings suggest that First, according to the size and characteristics, distributors are classified into department stores, discount stores, and convenience stores and it is verified whether if there are differences in consumers' attitude (product attitude, brand attitude and purchase intention) by the effect of different distributors. Results showed that product attitude is statistically significant. Second, product type is classified by two categories according to whether the product seeks for practicality or emotional pleasure - Utilitarian product and Hedonic product. In this context, the result after verifying whether if there is difference in the attitudes -product attitude, brand attitude, and purchase intention - in accordance with the product types is shown that utilitarian products makes bigger difference compared to hedonic products. Third, it is confirmed that there is interaction effect between product attitude and purchase intention according to the distributer type and product type. However, we find that in terms of brand attitude, there is no interaction effect. The implications of this research is as the following. First, we propose the need of PB product development and marketing strategy, which considers the product types in accordance with the scale and features of each distributor. Second, PB products should break away from the simplicity of standardized products and consider the different features of distributors. Distributors will be in need of a strategy to build a compelling brand that can differentiate itself from other distributors. This will contribute to the improvement in reliability and formation of product value.