Local food is widely known as a ‘safe food’ and its consumption has been made from many local consumers. A study about factors that gives influence on consumer satisfaction in local food enterprise is insufficient. So researcher tries to figure out related factors using empirical method. In study, use perceived quality of the local food, reputation of local place, brand value, customer satisfaction and recommendation to set up causal models and examine the structural relationships for managerial implication. The result show us perceived quality and brand value has a positive effect on consumer satisfaction, reputation of local place doesn’t have a significant effect on consumer satisfaction. In last consumer satisfaction has positive effect on recommendation intension. Base on this result, researcher provide managerial implication and limitation if this study.

최근의 지식기반 경영환경에서는 인적자원의 효율적 활용과 더불어 인재를 유지할 수 있는 방안이 인 적자원관리의 중요한 이슈로 떠오르고 있다. 즉, 구성원의 이탈로 인해 생기는 막대한 손실은 기업에게 치명적인 악영향을 미칠 수 있고, 이에 따라 조직에서는 입직단계의 사람들에게 과장되고 이상적인 기대 를 갖게 하기 보다는 진실한 정보를 균형있게 제공하는 현실적 직무소개의 필요성이 제기되었다. 현실적 직무소개란 입사자들이 조직에 진입하여 적응하는 과정에서 조직과 직무에 관련된 정보를 정확하게 제공 받음으로써 조직과 직무에 대한 비현실적 기대감을 현실적으로 변화시킬 수 있다는 개념이다. 본 논문에 서는 개인-직무적합성(P-J fit) 관점과 조기업무적응(early work adjustment) 가설을 기반으로 현실적 직 무소개가 어떻게 이직의도에 영향을 미치는가를 탐색하고자 한다. 그동안 선행연구에서는 현실적 직무소 개와 조직유효성 사이의 관계에 집중할 뿐 현실적 직무소개가 이직의도에 영향을 미치는 과정을 탐색한 실증연구는 부족하였다. 따라서 본 논문에서는 현실적 직무소개의 긍정적 효과를 설명할 수 있는 효과적 대응전략(coping strategy)에 초점을 맞춰 이직의도에 영향을 미치는 과정을 밝히고자 한다. 이를 위해 재직기간 3년 미만 의 종업원을 대상으로 총 177부의 설문지를 사용하여 가설을 검증하였다. 분석결과, 현실적 직무소개는 역할명료성에 정(+)의 관계가 있는 것으로 나타났고, 역할명료성은 이직의도와 부(-)의 관계가 있는 것으 로 나타났다. 또한, 현실적 직무소개가 이직의도에 미치는 영향에 있어 역할명료성의 매개효과를 분석한 결과, 역할명료성의 부분매개효과가 지지되었다. 즉, 현실적 직무소개는 그 자체로도 이직의도를 줄일 수 있지만 역할명료화 등의 적극적인 대응전략을 통해 더 큰 효과를 발휘할 수 있는 것으로 밝혀졌다.

정서는 도덕적 판단, 의도, 행동으로 구성된 도덕적 의사결정에 관여한다. 본 연구는 온라인 실험 방법을 통하여 도덕적 정서인 죄책감과 수치심이 억제되었을 경우에 도덕적인 판단, 의도, 행동에 영향을 미친다는 것을 밝혔다. 도덕과 관련된 정서가 도덕적 의사결정 과정에 미치는 인과적 관계를 도출하기 위하여, 도덕과 관련된 정서(죄책감, 수치심)와 정서의 억제(억제, 대조집단)를 실험적으로 조작하였다. 실험 결과, 죄책감을 억제하는 것은 도덕적 판단과 의도에 관여되어있지만, 도덕적 행동은 관여하지 않는다는 것을 밝혔다. 다시 말해, 죄책감을 유지했던 피험자들은 억제했던 피험자들보다 지문에 묘사된 도덕적인 상황을 더 도덕적이라고 판단하였으며 도덕적 행동에 대한 의도가 높았다. 반면 수치심을 억제하는 것은 도덕적 판단과 의도에 관여하지 않았지만, 도덕적인 행동에 직접적으로 관여하였 다. 수치심을 유지했던 피험자들은 억제했던 피험자들보다 실제 도덕적인 행동을 더 많이 하였다. 본 연구는 비연속적 정서이론을 적용하여 죄책감과 수치심이 억제되었을 경우, 도덕적 의사결정 단계에 미치는 메커니즘을 설명하였다.

This study examines the effects of consumer beliefs for food certifications on the behavioral intentions and the behavioral intention biases to purchase the certified seafoods by a subjective probability model which is on the basis of the mathematical probability model and the covariance model. The food certifications used on this study are‘Organic foods’,‘Traceability system of food products’and ‘. HACCP’. The representative foods of fishery products on this study is seasoned laver. The current study showed the following results. First, consumers have more than two different beliefs each for all certifications which are the subjects of this study. The beliefs of the certifications have an impact on the consumers when they consider to buy the certified seafood products. Second, consumers try to persuade by themselves to ensure that their particular belief about the certification could lead to a purchase the seafood products. Consumer beliefs of the“environmentally friendly production”on the organic foods certification is an important factor as much as the“guarantee of food safety”belief making a positive purchasing behavior intentions(PBI) bias for the organic seafood products. Consumers also have a positive PBI bias for certified seafood products in all certifications as long as a certification is considered to “guarantee the transparency of the food distribution process”as its belief.‘Traceability system’was the only one which didn’t generate a positive PBI bias from the belief of“guarantee of food safety”out of three certifications.

국제사회에 대한 의존도가 높고 강대국의 틈바구니에서 생존을 모색해야 하는 한국 입장에서 객관적이고 냉정한 현실 인식은 필수다. 이에 이 연구는 G2로 부상하고 있는 중국에 대한 한국 사회의 재현을 분석했다. 연구를 위해 중국의 전승절 행사, 북한의 4차 핵실험, 개성공단 폐쇄 및 사드 논란 등 4가지 현안을 분석사례로 선정했다. 중국 재현의 실체를 파악하기 위해 이들 주제와 관련한 국내언론의 보도와 중국 정부, 언론의 주장을 비교했다. 연구문제로는 한중 양국 의 인식 차이, 인용되는 권위자의 차이 및 국내 언론이 동원하는 설득방법 등으로 구분했다. 분 석결과, 국내 언론에서 재현된 중국은 실체와 거리가 있는 것으로 확인되었다. 중국을 대변하기 위해 동원된 권위자 역시 특정한 정치적 목적과 자의적 선택에서 자유롭지 않았다. 또한 특정한 방식의 이해와 정서적 공감을 위해 일부 사실을 축소 또는 확대하고, 권위를 만드는 것도 확인했 다. 중국을 비롯한 국제사회를 제대로 재현함으로써 보다 건전하고 합리적인 판단이 가능할 수 있는 방안을 모색하는 계기가 되었으면 한다.

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers' purchase intention, Second, it wanted to assess the moderating effects of consumers' aesthetic seeking tendency on their decision-making process. Based on the stimulus-organism-response (S-O-R) paradigm and the product personality-brand identification-purchase intention model, this study proposed a research model, the benefits-product identification-purchase intention model. To test the model, a survey was conducted of female college students; a total of 298 questionnaires were analyzed. The stimulus used was a popular model of Nike running footwear: the Luna Eclipse+2. Factor analysis and structural equation analysis were conducted to analyze the research model. The results indicate : (1) The aesthetic benefit influenced product identification positively. The aesthetic benefit, functional benefit and product identification were all positively related to purchase intention. (2) The aesthetic seeking tendency mediated the influences of product benefits on consumers' purchase intention in the decision-making process. For consumers in the ‘high’ level group of aesthetic seeking tendency, aesthetic benefit and social benefit affected purchase intention and for consumers in the ‘low’ level group of aesthetic seeking tendency, the functional benefit only affected purchase intention. Based on this study, we find evidence that product benefits and aesthetic seeking tendency play important roles in consumers' decision-making process in product purchase.

Search query information has been neglected in the evaluation and management of search engine advertising. Based on a search engine advertising campaign for a 4 year period, this study explores if search advertising metrics vary for informational, transactional, and navigational search intentions. Differences across these intentions were found for the advertising rank, click-through rate, cost per click, offline signing rate, and cost per contract. As a result, the study proposes the integration of search intention in search engine advertising management by incorporating the available search query information. This notion of keywords as a composition of different search intentions challenges the current practice of evaluating search engine advertising on a one-dimensional keyword basis.

A product’s competitive position (CP) identifies the segment the product is targeting and the value proposition it offers that differentiates it from its competitors (Hooley & Greenley, 2005). Having a clear, strong competitive position for products in the mind of the consumer, known as the perceived position, is considered to be absolutely imperative for products to compete in today’s market. In order to get to this evaluation or judgment on the product’s position, consumers need to sift through the ever-growing availability of organization and market-derived information. Consumer behavior literature dictates that such a judgment would have a level of confidence attached to it, specifically known as belief-confidence. Extensive literature has empirically linked belief-confidence to purchase intention (Bennell & Harrell, 1975; Howard & Steth, 1969; Laroche, Kim, & Zhou, 1995; Russo, Medvec, & Melov, 1996), however the construct has not been examined relative to the strategic concept of competitive product positioning. This research proposes a framework that suggests when the consumer’s perceived position for a product matches their purchase goal, [for example a consumer is seeking a ‘top of the range’ personal laptop and after evaluating laptop alternatives in the market judges product X as the ‘top of the range’ offering] the consumer’s confidence in their positioning judgment acts as a moderator, magnifying its ultimate effect on purchase intention. Given that judgment confidence is context specific (Chandrashekaran, Rotte & Grewal, 2005), this research suggests three antecedents to consumers’ confidence in competitive positions of products (1) position clarity (2) position consistency (3) alignment between the initial and post (information search) perceived positions. Support for these antecedents stems from various fields of literature including positioning implementation; consumer perception; judgment revision; information distortion and brand equity signaling (Erdem & Swait, 1998; Muthukrishnam, 2002; Russo, Medvec, & Melov, 1996; Crawford, 1985). Two between-subjects factorial experiments entailing a mock information search designed to manipulate (1) and (2) of the proposed antecedents will be administered online, whereby total n=540. Measures taken pre and post the experiment will enable validation of the remaining variables in the conceptual model. This research aims to show that adding a confidence measure to positioning measurement such as perceptual mapping, is a better predictor of purchase intention (when coupled with purchase goal), than positioning measurement alone. It ultimately gives managers an insight into what drives consumers’ confidence in deciphering what a product stands for amongst its competitors.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

Service customers influence the quality of service outcome through their role in the service delivery process. As a way of informing customers of their role and motivating customers to play the role well, service providers often use auditory announcements. However, how to design an effective announcement for service customers still remains largely under-studied. To fill this gap in the research, the current study examines the impact of humor in a service announcement on customer intention to comply with the announced message. Specifically, we examine the impact of two humor design factors: location of humor in the announcement and the degree of message-relatedness of the humor. Further, we explore the structure of the impact of humor on customer intention to comply. We propose that the two design elements of humor will first influence the degree of customer perceptions of funniness of the announcement, which will influence the degrees of customer attention to the announcement and customer memory of the message, which will eventually influence customer intention to comply with the message. To empirically examine our hypotheses, we conducted a two (positions of humor: beginning versus ending of the announcement) by two (message relatedness of humor: strong versus weak) between-subject experiment. The context of our experiment was college students’ course evaluation. In the message, listeners were asked to participate in an online evaluation of the course which they were taking. Pre-recorded messages were played to students at the beginning of five different sections of one particular course at a business school in a major university in Seoul, Korea. The results of an ANCOVA analysis demonstrated the significant impact of both humor position in the message and the message-relatedness of the humor. A structural equation modeling analysis showed that perceived funniness influence customer attention to the announcement but not customer memory of the message. The degree of customer attention, in turn, influenced customer intention to comply with the announced message.

The objective of this study is to examine the effect of food scandals on trust towards the corporate brand and purchase intention in Japan. Drawing on Mayer, Davis and Schoorman’s Model of Organizational Trust (1995) this study explores the effects of perceived trustworthiness, trust, and perceived risk on a consumer’s intention to purchase. In Japan, consumers were outraged when some top hotels and department stores were found to have mislabeled foods, selling cheaper alternatives instead of the expensive foods offered on the menu and using expired products (Grace, 2007; Japan Today, 2013; Kageyama, 2007; Onishi, 2007; Spitzer, 2013). The various food scandals have led to product shunning, fear, distrust and suspicion among consumers (Garretson & Burton, 2000; Niewczas, 2014; Smith & Riethmuller, 1999; Yeung & Morris, 2001). Thus this research was conducted to identify the influence of food scandals involving well-established Japanese supermarkets on consumer trust and risk perception. The influence of culture in shaping purchase intention was also explored. Trust itself is a concept that is elusive with myriad definitions ranging from Luhmann’s (1979) sociological theory of trust that looks as trust being a function of high perceived risk and experience to Deutsch (1973) who defines it as the willingness to be dependent on others in the belief that the other party will not disappoint intentionally. Luhmann (1979) argues that in order for trust to be apparent there has to be high-perceived risk. Various studies have also focused on trust being operational when there is risk‐taking behavior (Anderson & Narus, 1990; Canning & Hammer‐Llyod, 2007; Doney & Canon, 1997; Morgan & Hunt, 1994). In the food sector, as consumers lose control over knowing about the food we eat due to the increasing complexity of the food system trust becomes an essential component. Consumers have to trust food producers ranging from farmers to food companies as well as the public authorities to ensure food safety, quality and adequate supply. Consumers display different and inconsistent reactions regarding food safety that affects the perception of quality and their willingness‐to‐pay (Berg, 2004; Brewer & Rojas, 2008).

The unique benefits offered by mobile shopping services have created new value propositions that motivate consumers choosing the mobile shopping channel over other channels. Consumers use the mobile shopping channel in different situational contexts regardless temporal and spatial constraints. The situational motivations using mobile shopping services are from consumer expectations of the benefits they can obtain in a specific situation, driving consumers to use the services again in the situation. Drawing upon assimilation-contrast theory (LaTour & Peat, 1979) and the notion of compatibility in Perceived Characteristics of Innovation (PCI) framework (Rogers, 1995), consumers tend to compare consumption experiences to their internalized standards (e.g., expectations, performance norms) for subsequent evaluations (LaTour & Peat, 1979). When consumer experience of using the product/service is consistent with their internalized standards, consumers will perceive the product or service is compatible, fulfilling their needs and values. Thus, once compatibility of the product or service is determined, consumer continued intention to use the product or service could be increased. By applying this conceptual framework to consumer mobile shopping behavior, this study examined the different sets of situational motivations (i.e., variety seeking, information in planned, time pressure, pleasure in bargain) of mobile shopping and how the different motivational factors may increase compatibility of mobile shopping services and further lead continued intention to use the services. A total 305 completed responses were collected via online. The sample consisted of slightly more female (52.1%) than males (47.9%); ages ranging from 19 to 63. The two steps of structural equation modeling were used to validate measurement model and to test hypotheses using Amos 22.0.The measurement model was evaluated using Confirmatory Factor Analysis, showing a good fit to the data (χ2 = 294.218 with 103 df at p-value .000, CFI of .926, and RMSEA of .078). The fit statistics of the structural model indicated a good fit to the data (χ2 = 317.925 with 107 df at p-value .000, CFI of .919, and RMSEA of .081). The study found that variety seeking (Г = .942, t = 5.254, p-value < .001) and time pressure (Г = .205, t = 1.970, p-value= .049) motivations were positively related with mobile shopping compatibility and the compatibility had positive effect on continued intention to use mobile shopping services (β = .836, t = 14.362, p-value < .001). This study results suggest that variety seeking and time sensitive consumers perceive that mobile shopping channel fulfills their needs. This study also found that these specific motivations could increase the degree of mobile shopping channel compatibility, resulting in continued intention to use the mobile shopping channel. The findings of this study enable academics and retailers to understand consumer situational motivations in using the mobile shopping channel and serve to help retailers develop mobile shopping services and apps meeting consumer needs in different situations.

Mobile banking has been continuously increasing worldwide. A number of studies have been examined on the mobile banking adoption intention (Kim et al., 2007; Sripalawat et al., 2010; Bhatiasevi, 2015; Baptista, 2015). However, most of those studies have been confined to Western countries and the developed Asian countries such as China (Ball et al, 2004; Chitty, 2012), Thus, there were only few of researches on continuance usage intention towards mobile banking in Thailand. Then, an investigation of the factors affecting users’ continuance intention should be studied to fulfill this gap. It is interesting to examine users’ continuance intention towards mobile banking and identify factors that would affect them. In addition, the adoption rate of mobile banking in Thailand is still underused than expected (Sripalawat et al., 2010). Hence, users’ continuance usage is a critical for long-term improvement of mobile banking. Consequently, continuance intention has become an essential topic of study in the mobile banking research area. The purpose is to study the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. Mobile Banking is in a form of electronic banking, which describes all financial transactions through mobile communication technology (Weber and Darbellay, 2010; Chen, 2008; Mallat et al., 2004). Based on Ball et al., (2004) an extend European Customer Satisfaction Index model has been investigated on continuance intention. In this paper, the perceived risk is added for a better explanation of the impact of perceived risk and trust in continuance intention on Thai mobile banking consumers. Continuance intention can be defined as a customer’s intention for repurchasing from the same organization (Edvardsson et al., 2000). Repurchasing products and services from the same organization is a result of value received from one seller is more than other alternatives (Hallowell, 1996). Company can reduce cost and increase profit from customer loyalty. It is because company need to spend five times more than the cost of retaining an existing customer to acquire a new customer (Yap et al., 2012). It is a key factor in order to achieve company success and sustainability over time (Flavian et al., 2006; Keating et al., 2003). Expectations, both of experience and non-experience users can have an “expectation”. Non-experience users can have an “expectations” prior consumption experience from other sources such as advertising, promotion, pricing and word-of-mouth. Patterson et al. (1997) mentioned that expectation has an influence on disconfirmation and associate on satisfaction. Perceived quality is received customization and reliability from product or service. The level that products or services meet customer’s requirements is customization and the level of firm’s providing standard products without deficiencies is reliability. Parasuraman et al., (1988) claimed that a distinctive product quality contributes the differentiation of products and services to overcome competitors. The perceived quality significantly influences on satisfaction (Parasuraman et al., 1996; Kim et al., 2008). In addition, perceived quality is expected to have a positive effect on customer satisfaction (Fornell et al., 1996). Perceived value of a service is the benefits from service quality that customers receive relative to the costs paid by customers (Turkyilmaz et al., 2013). Perceived value is expected positively impact on satisfaction in the ECSI model (Turkyilmaz and Ozkan, 2007). Trust is the belief that a company will complete its commitments without taking benefits from customers (Ranaweera et al., 2005). Mukherjee and Nath (2003) found trust is an antecedent of commitment in online banking. Moreover, Morgan and Hunt (1994) supported trust is a key to successful relationship marketing. Aydin and Ozer (2005) mentioned that building trust is not only perceive good outcomes but also believe that good results will continue. Trust in service providers has a significant impact on continuance intention. It is an antecedent in models concerning to relationships that include loyalty as dependent variables (Schaupp and Be ́langer, 2005; Verhagen et al., 2006). Lack of trust can influence the way in which consumers see banks and financial institutions and in particular consumers’ attitudes to new forms of service delivery via the internet (Zhao et al., 2010). Perceived risk has changed as people have engaged online transactions. In the past, perceived risk was mainly related to fraud or product quality, but presently perceived risk is linked to financial, psychological, physical, or social risks in online transactions (Forsythe and Shi, 2003; Im et al., 2008). There are different types of risks were explored in the previous research about mobile banking and other banking technologies. Firstly, privacy and security were concerned regarding mobile banking among some consumers (Luarn and Lin, 2005). A PIN codes has been used to increase the security. Personal details and financial information became the main concern for mobile banking (Brown et al., 2003), especially among mature consumers (Laukkanen et al., 2007). When customers perceive an uncertainty, they tend to limit their usage or purchase intention Lin (2008). In addition, Wu and Wang (2005) support that risk has a statistically significant effect on intention to use mobile commerce in Taiwan. Satisfaction can be defined as how much customers are satisfied with the products or services of a company, and how well their expectations are met Oliver (1999). Customer satisfaction has been also explained as an overall evaluation of a firm’s post-purchase performance or utilization of a service (Fornell, 1992). Customer satisfaction is generally viewed based on evaluations and expressed some time during the purchase-consumption process. Loyalty and satisfaction are considered in several conceptual. There are a relationship between loyalty and satisfaction (Oliver, 1999). For the methodology, the questionnaire was administered through online included questions measuring the variables based on the extended European Customer Satisfaction Index (ECSI) model. Both males and females mobile banking consumers aged more than 18 years old living or working in Thailand are focused on this paper. The questions were rated on a 5-point Likert scale and developed from previous mobile banking studies (Parasuraman et al.,1988; Bhattacherjee, 2001, Ball et al., 2003; Chen, 2012; Kang et al., 2012; Kursunluoglu, 2014; Baptista, 2015). The partial least squares path modelling was used to investigate data from questionnaire to test hypotheses and determine the consistency, reliability and construct validity, as well as the relationships among constructs. 403 valid samples were collected after eliminating 153 invalid samples. The majority of respondent uses mobile banking more than 4 times a month as 36 percent. A percentage of 30 of respondents use mobile banking 1-2 times a month. Respondents using mobile banking 3-4 times a month and less than once a month follow with 19.1 percent and 14.6 percent respectively. The results from partial least squares path modelling have shown that the expectation has a significant impact on customer satisfaction. Thai consumers who set expectation on their mind by using their previous experience or word of mouth from their friends will compare the mobile banking service performance to their expectation. They would satisfy the mobile banking if the services meet their expectation. Perceived quality has a significant positive impact on customer satisfaction. Providing good performances with accuracy, unfreezing system contributes customer satisfaction on Thai mobile banking users. Perceived value affects on customer satisfaction. After Thai consumers use the mobile banking service, they would evaluate the benefits receiving from the service relative to the costs paid by customers. If service received was worth with the money paid, Thai consumers would satisfy services. Perceived risk does not have a negative impact on customer satisfaction but it has a significant negative effect on continuance intention. Thais’ satisfaction would not be reduced by perceived risk, whereas Thai users would stop using mobile banking if they feel unsafe and perceive risk. Trust has a significant direct impact on continuance intention towards mobile banking consumers in Thailand. This shows that Thai consumers would keep using mobile banking service since they trust on the mobile banking service providers. The satisfaction is a dominant in continuance intention. Satisfaction has a significant impact on continuance intention. Once users satisfy the mobile banking service, they would like to continue use mobile banking and introduce mobile banking to their friends. In conclusion, satisfaction, trust and perceived risk have an impact on continuance intention towards mobile banking in Thailand. Expectations, perceived quality, perceived value have an indirect impact on continuance intention in using mobile banking for Thai consumers through satisfaction. The satisfaction is a dominant factor of continuance intention usage (Bhattacherjee, 2001a, 2001b; Chen et al., 2012; Lam et al., 2004). Satisfaction on mobile banking can be generated by good quality service, value, and responding customers’ requirement to meet their expectations. Surprisingly, perceived risk has no a negative impact on customer satisfaction, but it has an impact on continuance intention. Trust also leads Thai consumers continue use mobile banking. This study contributes mobile banking service providers to know the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. The result can improve the volume and value of mobile banking transaction, and satisfaction. Moreover, mobile banking providers can reduce the challenge and generating a better decision on the future marketing campaign to motivate mobile banking consumer keeps using the services.

Background and Purpose of Study: Social commerce refers to a form of electronic commerce based on Social Networking Service (SNS) and has grown substantially since the advent of Groupon in 2008. The growth of social commerce was accelerated with the increased popularity of SNS, where consumers share product information and reviews and the information is spread to others through SNS in real time (KB financial group, 2015). Social commerce can be divided into three types: (1) online group buying, (2) online shopping linked with the SNS, and (3) online shopping in SNS. The first type of social commerce is the most common type in Korea and the current study conducted an experiment based on the online group buying format. In the group buying social commerce, consumers gather together to purchase a product with a cheaper price. Placing a large order facilitates price promotion, (Yuan, & Lin, 2004) and buyers benefit from the cheaper price through the group buying (Zeng, Huang, & Dou, 2009). Group buying websites provides consumers with two types of information: time left for the promotion (time pressure) and the number of product sold (product popularity), and the overall purpose of this study is to examine the effects of time pressure, product popularity and website reputation on purchase intention. Hypotheses Development: Consumers make a purchase on social commerce websites because they can get a product with a cheaper price through group buying. Thus, this study is based on the assumption that all products are under price promotion. According to prospect theory, consumers are more likely to be sensitive to losses than gains. Consumers initially perceive a price promotion as a potential gain, but as the expiration approaches, they are more likely to perceive the promotion as a potential loss, which consequently increase purchase intention (Inman & McAlister, 1994). Also, a statement indicating product popularity, such as ‘the best-selling item’ increases purchase intention (Jeong & Kwon, 2012). Signaling theory provides a useful insight into understanding the effects of website reputation. Since consumers use a website reputation as an indicator of quality (Kirmani & Rao, 2000), they generally respond more positively to well-known websites than unknown websites (Shamdasani, Stanaland, & Tan, 2001). Therefore, based on the literature review, the following hypotheses are developed.H1: High time pressure has a greater impact on purchase intention than low time pressure. H2: High product popularity has a greater impact on purchase intention than low product popularity. H3: Well-known website has a greater impact on purchase intention than unknown website. H4: The effect of time pressure on purchase intention differs as a function of product popularity. H5: The effect of time pressure on purchase intention differs as a function of website reputation. H6: The effect of product popularity on purchase intention differs as a function of website reputation. Method: This study’s design is a 2 (time pressure: high vs. low) x 2 (popularity: high vs. low) x 2 (website reputation: well-known vs. unknown) between-subjects factorial design. This study includes three pretests: (1) to select high versus low time pressure, (2) to select the number of product purchased (product popularity), and (3) to select well-known and unknown social commerce websites. Based on the results of the pretests, eight mock websites simulating social commerce websites were developed for the main experiment. The data were collected via a research company. Invitation emails with a URL were sent to potential participants, and they were guided to shop the website and answer the questionnaire. The measure of purchase intention was adopted from the existing literature with adequate reliabilities (Cronbach’s alpha >.70), and the scale items used a 7-point scale. Manipulation checks showed that manipulations of time pressure, product popularity, and website reputation were successful. Results: A total of 453 female online shoppers participated in the online experiment. An exploratory factor analysis revealed one factor of purchase intention, and the reliability.93, indicating adequate internal consistency of the scale. Hypotheses were tested using analysis of variance (ANOVA). The results showed main effects for product popularity [F (1, 445) = 10.34, p < .05] and website reputation [F (1, 445) = 72.03, p < .05] on purchase intention, supporting H2 and H3. With regard to H4 to H6 predicting interaction effects, ANOVAs showed significant interaction effects of time pressure by product popularity [F (1, 445) = 5.53, p < .05], time pressure and website reputation [F (1, 445) = 4.59, p < .05], and product popularity and website reputation [F (1, 445) = 9.15, p < .05] on purchase intention. Thus, H4 to H6 were supported. Conclusions and Discussion: The study offers academic and managerial implications. The findings of the study provide empirical support for the signaling theory and prospect theory. The results suggest that high popularity and high reputation are significant factors influencing purchase intention. When consumers perceive a product as being popular on a social commerce website, they have greater purchase intention than when they do not perceive the product popularity. Also, when consumers shop on a well-known social commerce website, they have greater purchase intention than when they shop on an unknown website. When the product popularity is high, high time pressure is an important factor enhancing purchase intention. When a website is well-known, high time pressure increased purchase intention. However, when a website is unknown, high product popularity increased purchase intention. These findings of the study contribute to the literature in social commerce. Based on the website reputation, social commerce websites need to incorporate appropriate marketing tactics, such as time pressure and product popularity to increase consumers’ purchase intention.

In 2015, the movie “Northern Limit Line” which based on the naval battle of South and North Korea occurred in 2002 was premiered (Los Angeles Times, 2016). This movie made a significant contribution to improve the image of the R.O.K Navy. Brand Placement (BPL) was used to promote the R.O.K Navy in this movie (Karrh, 1994; Van Reijmersdal, Neijens & Smit, 2007). The R.O.K. Navy is trying to build powerful naval forces with the slogan called “The Ocean Navy”. It is essential to acquire the elite military forces who can help the Korean Navy to accomplish its strategic goal and heighten the competitiveness. The acquired elite military forces are expected to demonstrate their own ability while they serve the R.O.K. Navy. They will have positive influences to the local communities as the supporters of the R.O.K. Navy after they are discharged. This research analyzed BPL effect in terms the recruitment of workforce. This research identified the relationship among BPL, organization image, organization reputation, employment brand equity and intention to pursue job opportunity in R.O.K Navy. In previous researches, the effect of image can be applied to corporate brands, product, individual brands, geographical areas, events and people (Balmer, 1997). The image of organization can remind people of the particular organization (Cable & Yu, 2006). The reputation is a dynamic interaction construct with the image, and defined as a subjective judgment based on the reliability and integrity about the organization in long term (Clardy, 2012). Employment brand equity is defined as outcome of applicant’s decision choices attributable to job seeker’s beliefs about the organization as employer(Han & Collins, 2002). Marketing literatures on employment brand equity can be useful in helping to understand how job seeker develops beliefs about organization as employer. Although many researches studied BPL, organization image and reputation, employment brand equity, etc., little researches have been conducted to integrate the variables mentioned above in public sector such as the military forces. Samples of this research consist of people who watched the movie called “Northern Limit Line”. SPSS and AMOS package programs are employed to analyze the data. Marketing strategy for a public sector such as Korean Navy based upon the results of the findings from this study is expected to position Korean Navy as more efficient and effective organization to recruit better quality human resources.

China has been the biggest factory in the world, most of products are marked “made in China”. With the rapid grows of consumption in China, it is also the biggest market. However, Chinese consumers with deep-rooted Confucian value system may different from Western countries (Ramasamy & Yeung, 2009). Do they still have strong consumer ethnocentrism? Or they can accept all the things they made but with the foreign brands? The power of WOM to influence customer attitude toward one brand is well known to all the marketing researchers. But the fast development of internet and social media network changed consumers’ behavior, word-of-mouth has acquired electronic WOM (e-WOM) as a new name (Goyette et al, 2010). Customer use E-WOM to evaluate product and make purchase decision. Ethnocentric consumers are against foreign brands as they believe that purchasing these brands will hurt domestic economy and brands, cause loss of jobs and increase the power of capitalist companies and dependency of poorer economies to them (Kaynak & Eksi, 2013). But customers are will to searching the better products. Such as Chinese mainland consumers hire purchase agent to shopping aboard. The purchase agent post information in the social media network as eWOM. This research wants to explore the young Chinese still have high ethnocentric tendency or not influenced by eWOM. If E-WOM can be a marketing method to reduce the ethnocentrism when foreign brands entry a new country. And also the domestic brands can use E-WOM to enhance ethnocentrism to against foreign brands. In this research, study 1 tests positive E-WOM or negative E-WOM to test if it can enhance Chinese consumers’ ethnocentrism or reduce their ethnocentrism for their own country products. This research also tests if consumer ethnocentrism can influence on brand equity and purchase intention. Based on the literature review, researchers establish concept model was shown in Table 1. This study uses SPSS and AMOS to analysis the sample. Based on the results this research gives suggestions to both academic and practice.

The research studied about the satisfaction and reuse intention of Indonesian people towards the innovated transportation using mobile applications in Indonesia. In 2015 some issues come up from the service companies that use mobile application as the channel for it. People have great expectations for this service.