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.

Japanese animation, called anime, has long been regarded as a niche culture reserved for ‘nerds’ (otaku) in Japan. The word otaku refers to individuals who spend most of their time alone at home watching anime, reading comics (manga) and/or playing video games. However, in recent years, otaku, or anime viewers, have changed their behavioral patterns, resulting in a new transcultural movement. That peculiar phenomenon is known as anime pilgrimage, which involves traveling to locations that resemble particular scenes in anime pieces, even though the locations themselves may be ordinary places. Research on ordinary tourism has focused mainly on destination attributes as determinants of visit intention/destination loyalty. Research on film tourism places additional emphasis on the role of film involvement. We focus here on social influences. The results of structured regression analyses show that our new models were superior to previous models that omitted investigation of social influences. Furthermore, the results show that though, during the pre-trip period “within home”, anime nerds may expect that they will interact primarily with other nerds, they enjoy interactions with the local people while traveling. Such transcultural experiences result in higher destination loyalty during the post-trip period “beyond home”.

3D printing is an additive software manufacturing technology for designing and creating real objects using a layering technique. Global brands including Coca Cola and Warner Bros have successfully offered the first 3D printing campaigns, but the market is still untapped for using 3D printing marketing in global advertising. Global brands potentially can undertake 3D printing technology campaigns that will offer innovative and strong experiences for enhancing brand values and competitiveness. Luxury brands are particularly recognized for their rarity, uniqueness, innovation, and classic traditions. Luxury brands can thus use 3D printing campaign experiences to expand the cultural imagination in coherence with luxury identifications. The purpose of this study is to examine the effects of 3D printing campaign experience on attitude toward campaigns, perceived value of luxury brands, and purchase intentions. The authors offer implications for advertising practitioners by constructing a theoretical model regarding 3D printing campaigns and perceived values of luxury brands.

Introduction The purpose of this study is to investigate the relationship between site features toward ecommerce and consumer attitude. For completion of this study, 598 online shopping experience for consumers participated in Guangzhou, Zhengzhou, Shenyang and conducted questionnaires. All data were analyzed by using the experimental method and By means of SPSS Ver 20.0 and AMOS 20.0 program to identify the relationship between site features toward ecommerce, User satisfaction, Use attitude towards the site and reuse intention in China. The results were followings: among site features toward ecommerce, Easy of use, Interaction, Information and executive ability influenced user satisfaction in China. User satisfaction have significant influence on use attitude toward the site. User satisfaction have significant influence on reuse intention. Use attitude toward the site have significant influence on reuse intention. And relation between site attributes toward online store and user satisfaction a portion moderated by e-WOM. Theoretical Frameworks With the use of the Internet and the popularization, the countries all over the world with the rapid expansion of scale, e-commerce application field of the economy in China has gradually been fully applied, more related to our life brought new development business services, the network shopping as a necessary to modern one of consumer behavior, and gradually developed into a new fashion. Under this background, the consumer online shopping, shopping website feature dimension has become an important factor that influence the online consumer behavior by academic circles in recent years. Literature, website characteristic dimension is discussed（Khaled Hsanein, 2007；Ying-Feng Kuo, 2012；Marie-Odile Richard, 2015；Jill Mosteller, 2014）, user satisfaction, use the site attitude and intention to use consumer experience for shopping website features dimension problem, enrich the theory of shopping website feature dimension system. But concluded, abroad, especially in the United States consumer market based on shopping website feature dimension effect on user satisfaction research conclusion of the path itself is not the same. For example: Featherman ＆ Pavlou(2003)；Pavlou(2003); O`Cass＆Fenech(2003)according to a study of cognitive useful online shopping intention have significant direct impact to the user the study of cognitive usability has a significant effect on shopping intention, but (Jinsoo Park ea al, 2004; Rong-An Shang, 2005)cognitive usefulness influence on shopping intention was not significant. Again, as a result of the above research mostly in foreign consumer market is given priority to, to foreign consumers research conclusion. But due to the difference of consumption culture between China and America, values differences, perceived shopping website characteristics, motivation, habit is also different, foreign research conclusions are not always suitable for the situation of the Chinese consumer market. for example, Jarvenpaa, etc.(1999) the study found that cognitive users to the website shopping risk to them from the online store shopping will have no effect. Teo&Yeong(2003) under Internet environment are studied by structural equation model of consumer purchase decision process, found that perceived risk and consumer negatively correlated to the general attitude towards online transactions. But (Zhao Chongzhi,2002) based on the domestic consumer market research found that shopping site safety cognition to the website for user functionality have a significant impact on interests and security interests. And (Cha Jin Xiang, Wang Lisheng,2006) of the study also found that consumer perception of shopping website service quality (including network security) and customer expectations of website for shopping website satisfaction have positive significant impact. The different research conclusions in different consumption market, Rachel Smith; George Deitz et al(2013) study because the result of different consumption culture. So according to the Chinese consumer market environment impact on consumer behavior under shopping website feature dimension is necessary for further research. Which shopping website feature dimension is main motivations affecting user satisfaction? Shopping site feature dimension can affect users through user satisfaction and willingness to use? Finally, some problems in the network shopping market in China, such as part of the electricity business enterprises lack of integrity led to false information, shopping website users with network information leakage weaken consumer trust and the shortage of electricity business logistics service ability, these problems have become the bottleneck of restricting network retail market sustained and rapid development. For consumers, before to make online shopping decisions, consumers need to compare goods search, information independently, price negotiation, customer feedback, and meantime consumers to comment on network level of recognition greatly affects the consumers' purchase intention (Wang Yuanhuai et al,2013). Especially for experiential service product, due to the consumers to buy before it is difficult to make an accurate evaluation the quality of the content(Litvin,2008), therefore, more comments need to refer to a large number of e-WOM in order to reduce the decision risk. So in this paper, the network comment information as regulating variable, confirm the shopping website feature dimension and the role of user satisfaction, etc., in this paper, the above problem is trying to answer. H1: Shopping site feature dimension positively related with satisfaction. H1-1: Shopping site feature dimension the ease of use and the use of satisfaction were positively correlated. H1-2: Shopping site of the interactive feature dimension was positively correlated with satisfaction. H1-3: Shopping site feature dimension informational was positively correlated with satisfaction. H1-4: Shopping site feature dimension performance was positively correlated with satisfaction.H1-5: Use the usefulness of feature dimension and shopping website satisfaction positively correlated. H2: user satisfaction positively related with the attitude of using the web. H3: user satisfaction and user intention to use present positive correlation. H4: use the website attitude positively related with user intention to use. H5 E-WOM in the website feature dimension and user satisfaction has significant intermediary role H5-1 E-WOM on the web site features in the dimension of usability and user satisfaction has significant intermediary role H5-2 The interactive E-WOM in the website feature dimension has significant intermediary role and user satisfaction H5-3 E-WOM in the website feature dimension of informational and user satisfaction has significant intermediary role H5-4 E-WOM in the website features dimensions and user satisfaction has significant intermediary role H5-5 E-WOM on the web site features dimension performance and user satisfaction has significant intermediary role Methods This research selected research object for the consumers of had online shopping experience, because these consumers to shopping website contact is more, the use of the functions of related websites have certain experience. Out 650 questionnaires, 598 valid questionnaires. Before the formal experiment, this study first preliminary experiments. Preliminary experiments in guangzhou, zhengzhou, shenyang, etc on the use of shopping website (Tmall, jingdong, Su Ningyi purchase, etc.) of the consumer as the research object, the actual 87 effective questionnaires were taken back. Preliminary experimental results show that the experimental measurement of each variable has a good reliability and validity, suitable for an official survey. Are test was started in February 17, 2015 ended on May 27, 2015, is still in the region were investigated. Market environment in our country according to the 2014 China's online shopping industry annual monitoring report Jane edition of C2C, the B2C shopping website ranking selection of shopping website: taobao, Tmall, jingdong, purchase, tencent Su Ningyi electricity online (QQ), etc., in view of the above in shopping website to buy related products, related use experience of man-made objects were investigated. Results in the overall sample run AMOS 20.0 software, to calculate the estimates of the model fitting index and the path coefficient. Analysis results show that the fitting of indicators of structural equation model is: x squared = 553.937, (df = 187, p = 0.000), GFI = 0.927, AGFI = 0.901, CFI = 0.920, IFI = 0.921, RMR = 0.067, RMSEA = 0.057. Results show that the indicators have reached the high level, the model with data fitting degree is high. As shown in (table 1) model of each path coefficient of relationship between variables in the statistical analysis of results. From which it is easy to find shopping website features ease of use, interactive, informative and usefulness has significantly effect on user satisfaction, but the ability to execute on user satisfaction without significant effect. And user satisfaction of users use shopping site attitude and intention to use also show significant effect, the final users use attitude for the user to use intentions also has a significant effect. In addition, the network comment information in the website is part feature dimension and user satisfaction. As shown in (table 2) moderated regression analysis of relationship between variables in the statistical analysis of results. First, network review information in the website feature dimension and user satisfaction has significant intermediary role. Second, the interactive network review information in the website feature dimension has not significant intermediary role and user satisfaction. Third, network review information in the website feature dimension of informational and user satisfaction has significant intermediary role. Fourth, network comment on the usefulness of information in the website features dimensions and user satisfaction has significant intermediary role. Fifth, network review information on the web site features dimension performance and user satisfaction has significant intermediary role. (see Table 1, Table 2). Discussion In this paper, the research conclusion of electricity enterprise management practice also has important reference value and enlightenment, mainly reflected in the following four aspects. First, the electricity business enterprise through the web site provides service should be reasonable combination of design and site features, meet the demand of consumers mutiple level, enhance user satisfaction. Second, the electric business enterprise should pay attention to improve consumers' perceived value and satisfaction, enhance the user use the site attitude and intention to use. Online store users satisfied with the attitude to users to use the site, the user to use intentions have made a significant positive correlation. Third, to provide online shopping electric business enterprise should touch the consumers actively, positive attitude, get the user to use choice intention and behavior. Fourth, the electricity business enterprise in the marketing practice of the business, to formulate the corresponding management system supporting effective incentives to encourage consumers to actively participate in product e-Wom, efforts to improve the quality and quantity of comments, fully excavate and make use of the effective information in the network comments, and according to these information, timely adjust enterprise product strategy, marketing strategy, service strategy, to adapt to the change of consumer demand, is expected to improve the satisfaction of consumer, to further cultivate customer loyalty, thus to obtain competitive advantage in the fierce market competition.

The rise of technology has brought innovations in the field of marketing. The most modern trend of marketing is termed as social media marketing. Social media is not only reducing the communication distance in the world but the discovery of social media provided opportunities for business to increase their exposure. However, it has been observed that regardless of the advantages of new technology some time users’ are reluctant to accept and use that technology. Considering these facts, the investigation of the factors affecting consumers’ intention for the acceptance and use of social media marketing (SMM) has been the greatest concern of the researcher. Other facet of this study is to understand the nature of consumers’ behavior across culture. This research is an empirical study for testing the underlying factors that influence the users’ intention for the acceptance and use of SMM. Current research proposes SMM acceptance model by integrating unified theory of acceptance and use of technology (UTAUT) and technology acceptance model along with personal constructs. As the focus of this study was on UTAUT, hence majority of factors were selected from this theory. The survey was conducted with sample of 612 participants from South Korea and Pakistan. Findings by using structural equation modeling revealed that attitude towards online advertisement and electronic word of mouth significantly affect users’ intention for acceptance of SMM. Moreover, effort expectancy, facilitating conditions, social influence, perceived usefulness, and perceived risk significantly influence users’ attitude towards advertisement. It has been found that the effect of social influence, perceived usefulness, and involvement is significant on attitude towards electronic word of mouth (eWOM). Moderating effects of nationality, gender, and use frequency are also tested on integrated model. The findings are helpful to understand consumer behavior and advantageous for marketing strategies. This research will contribute to the literature within the domain of social media marketing. The findings along with implications and recommendations for future research were also discussed at the end.

E-commerce has become an irreplaceable sales channel for businesses of any size all around the globe. It is a major source of revenue and sales through this channel continue to gain momentum with an annual growth rate of 20%3). The ubiquity, flexibility, and convenience associated with e-commerce has undoubtedly changed the consumption patterns. However, consumers’ preferences and considerations when making purchasing decisions are not static either. In a global competition, businesses have to adopt quickly to respond emerging trends in retail. An important and persistent trend in this regard is ethical consumption, a development which has been widely researched in an offline context. The present experiment demonstrated that online shop-related ethical labeling positively influences consumers’ willingness to pay and purchase intention across a broad range of products. While any type of ethical labeling showed a positive effect in these regards as compared to no ethical labeling, there was no pronounced difference between the various types of labels used. Accordingly, we assume that consumers make inferences from a specific ethical label about the higher–level ethical “trait”.

This study explores the role of corporate involvement and brand perception in moderating the Cause Related Marketing on consumer purchase intention in the luxury product category among Japanese consumers. This research examines three core cause attributes - cause scope, cause type and cause acuteness developed by Vanhamme, Lindgree, Reast and van Popering (2012) as well as an additional component of duration – with corporate involvement and brand perception moderating the effect on purchase intention. The general public places judgment on a corporation based on how much of positive or negative impacts its business has on environment or society (Sheikh & Beise-Zee, 2011). In fact, more corporations have been developing corporate social responsibility (CSR) programs, no matter how big their business sizes, big or small, are (Brinkvan, Odekerken-Schroder, & Pauwels, 2006). The general public loses its faith in corporations, especially after a financial crisis or malfeasances of big corporations and as a result, corporations are under stronger pressure to contribute to environmental or societal causes in order to reclaim lost faith from the general public (Sheikh & Beise-Zee, 2011; Berglind & Nakata, 2005). One way corporations contribute to society has been to employ marketing strategies that link product sales to the support of specific charities to create and maintain favorable brand images known as cause related marketing or CRM. CRM has been growing faster as a type of marketing that allow corporations to contribute to environment or society (Brinkvan et al., 2006). Various factors have been extensively researched on and identified as pertinent in the success of cause-related marketing campaigns such as brand-cause fit (Bigne-Alcanniz, Currase-Perez, Ruiz-Mafe and Sanz-Blas, 2011; Nan and Heo, 2007; Samu and Wymer, 2009), donation size (Dahl and Labvack, 1995; Pracejus, Olsen and Brown, 2003), types of causes (local causes are preferred to national ones) (Ellen, Mohr, and Webb, 1996; Smith and Alcorn, 1991) and product type with luxury products found to be more effective (Strahilevitz and Myers, 1995).

The research is conducted to study how myth tourism story marketing can affect global tourist visiting intention. The exploratory result shows that people intention to visit a myth tourism destination is driven by the curiosity after hearing or reading the story. In several travellers’ forum, people tend to discuss about a place’s story such as in Bali. Meanwhile, interview with a local myth tourism community shows that there are several types of people who want to visit the places such as an adventure seeker, travellers who find it exciting to explore, and also the one who is curious with things related to myth. Therefore, this research aim to focus on West Java myth tourism story marketing as West Java is well- known as its mythical tourism sites spread across the province. As myth is inseparable from cultural symbol, this study also put cultural and psychographic factors into account and expect to see to what extent those factors influence the tourist visiting intention to West Java myth tourism sites. Lifestyle is one of the most common psychographic attributes. Gonzales and Bello (2002) also emphasized that lifestyle is a push-factor for tourists in choosing a destination as tourists seek the experience which can be related to their lifestyle. Loureiro (2014) pointed out that a myth story might not correspond to the actual facts but the originality is provided by the story-teller. In order for the tourist to choose a destination, hence good story-telling that would deliver the value is required. This statement conformed to Park and Njite (2010) who considered story as a form of marketing communication strategy. Furthermore, the story marketing which resonance with the customer values could lead to a purchasing behaviour. (Thomas, 2012). In relation to story marketing, the respondents are asked to select the destination they intent to visit before and after provided with the myth behind those destinations. This research is then analysed using multivariate analysis method, conjoint analysis and multiple linear regression to see which factors influence the tourist visiting intention the most. By understanding important factors influencing tourist visiting intention, it is expected that West Java myth tourism information sites may improve their ability to attract both foreign and domestic tourists through its myth story marketing.

The purpose of this study was to examine what motivated consumers to purchase the products that they viewed from User Generated Content (UGC) on YouTube. The current research collected 198 YouTube users online survey on their attitude toward UGC, their perceived credibility of UGC, their user activity, parasocial interaction and their purchase intention of the products being reviewed. The results showed these examined variables were positive correlated. Additionally, active users and passive users not only held different attitudes toward UGC and different purchase intentions for the products being reviewed, but also the predictive power was varied.

본 연구는 장기요양보험제도와 관련하여 현재 건강한 노인들이 시설 서비스에 대한 이용 의향과 노인들이 어떠한 서비스를 선호하는지를 알아보고자 하였다. 이러한 연구 의 필요는 장기요양급여의 이용이 노인 스스로의 선택보다는 주로 보호자나 요양비용을 지불하는 사람들에 의해 결정될 수 있기 때문이다. 즉, 노인들이 장기요양 서비스를 이용하게 되는 상태가 될 경우, 노인들이 자력으로 요양기관을 선택하거나 이용하기 어려울 것이 예상되기 때문이다. 따라서 현재 자신의 의사표현이 가능한 노인을 대상으로 시설 서비스 이용의사를 확인하고자 하였다. 연구의 의도는 노인의 일반적 특성과 주관적 인 식의 정도에 따라 요양서비스의 선호를 파악함으로서 장기요양기관에서 제공 되어야 할 서비스 기준에 대한 제언이 가능할 것이라 생각하였기 때문이다. 연구의 배경은 장기요양보험의 급여 서비스에 있어 필수적으로 제공하여야 할 규정이 없음으로 인해 시설별로 서비스의 차이가 발생하거나 이용자의 욕구가 아닌 공급자 편의적인 서비스가 제공 될 가능성이 높기 때문이었다. 연구결과 급여 이용의사에 따른 서비스 선호에서 이용의사가 있거나 없는 경우 모두 기능회복, 의료지원, 취미ㆍ여가 서비스가 필요하다는 응답이 높게 나타나 의료지원의 강화와 신체기능회복 프로그램 및 개인별 인지ㆍ건강수준에 따른 취미ㆍ여가 프로그램 제공을 규정함은 물론, 기본서비스인 신체, 위생, 개인서비스를 필수 서비스로 규정하여 적절한 서비스가 제공될 수 있는 법적 기반을 갖추어야 할 것으로 확인 되었다.

This study is to find out the acceptance intention of international logistics platform which meet the needs of each other of shipper and international logistics company in the online. As you may know, the many korean traditional international logistics companies which have to compete with global logistics companies focused on economics of scale, have been in a big trouble. In this circumstances, though they should get used to the change to survive, they do not know what they try to overcome. So, I hope that this study would be helpful to them

본 연구는 공연예술분야에서 소비자에 대한 중요성이 계속 높아지고 있으며 소비자 를 극장으로 끌어들이는 전략 또한 점점 다양해지고 있는 시점에서 보다 적극적 인 대응을 위하여 특히 온라인 매체의 하나인 SNS를 공연예술 마케팅에 반영하는 연구의 필요성이 커지고 있다고 사료된다. 이에 본 연구에서는 점차 경제적 중요성과 비중이 커져 가고 있는 국내 공연예술 시장을 중심으로 SNS특성이 관람객에게 미치는 영향에 대한 실증 분석을 통해 마케팅전략을 위한 시사점을 제시하고자 한다. 본 연구의 목적은 공연예술 업 계의 효율적인 고객관리전략과 마케팅전략을 수립하기 위한 것으로 공연예술 관람객를 대 상으로 SNS특성에 대한 인식을 파악하고 관람자의 지속적 이용의도에 미치는 영향관계를 파악하고자 하며, 또한 SNS특성이 관람객의 태도와 몰입에 미치는 인과관계를 실증분석하 고자 연구를 진행하였다. 본 연구의 실증분석 결과, SNS특성에 대한 평가가 좋아지면 좋아 질수록 공연예술에 대한 태도와 몰입이 증가하는 것으로 나타났고, 공연예술에 대한 태도 와 몰입이 증가하면 증가할수록 관람자의 지속적 이용의도가 증가하는 것으로 나타났다.

본 연구는 고급레스토랑 이용 고객들의 체면민감성이 과 시적 소비성향과 구매의도에 미치는 영향에 대해 알아보기 위해 문헌고찰과 실증적 분석 연구를 진행하였다. 본 연구 결과의 주요 내용은 다음과 같다. 선행연구를 토대로 체면민감성 요인을 타인의식성 체면, 창피의식성 체면, 사회격식성 체면 총 3개 하위요인, 9개 문 항으로 구성하였다. 과시적 소비성향은 유명브랜드 선호 및 유행추구, 타인지향 총 2개 하위요인, 8개 문항으로 구성하 였으며, 구매의도는 단일 차원 4개 문항으로 구성하였다. 전체표본 430(100%)부 중 유효 표본 400(93%)부를 중심 으로 실증분석을 실시하였다. 응답자의 성별 특성을 보면 여 성이 264명(66%)으로 남성 응답자보다 더 많은 것으로 나타났으며, 연령은 30대가 209명(52.3%)으로 가장 많은 것으로 나타났다. 최종학력은 4년제 대학 졸업이 215명(53.8%), 직업은 회 사원이 235명(58.8%), 월 소득은 200-300만원 미만이 115명 (28.8%)으로 가장 많은 것으로 나타났다. 고급레스토랑 이용고객의 체면민감성이 과시적 소비성향 에 미치는 영향을 살펴본 결과는 다음과 같다. 첫째, 타인의식성 체면(t=3.095, p< .005), 창피의식성 체면 (t=6.615, p< .005), 사회격식성 체면(t=4.802, p< .005)이 유 명브랜드 선호 및 유행추구에 유의한 영향을 미치는 것으로 나타났다. 또한 타인의식성 체면, 창피의식성 체면, 사회격식 성 체면이 타인지향 과시적 소비에 미치는 영향을 살펴보면, 타인의식성 체면(t=7.587, p< .005), 사회격식성 체면(t=4.057, p< .005)이 타인지향 과시적 소비에 영향을 미치는 것으로 나 타났지만, 창피의식성 체면은 타인지향 과시적 소비에 유의 한 영향을 미치지 않는 것으로 나타나 부분채택 되었다. 이 연구 결과는 Kim et al.(2013)의 연구에서 골프클럽 소 비자의 체면민감성 특성이 과시소비 성향에 유의한 영향을 미친다는 결과와 유사하게 나타났으며, Lee et al.(2015)의 연구에서 타인 의식성 체면과 창피 의식성 체면이 과시적 체 면에 유의한 영향을 미친 것과 연구 결과가 유사하게 나타 났다. 또한 형식 의식성 체면 또한 과시적 소비에 유의한 영 향을 미치는 것으로 나타났다. 이는 유명브랜드나 유행이 소 비자들의 체면에 의해 영향을 많이 받는 것을 의미하는 것 으로 사료된다. 최근 들어 TV프로그램이나 인터넷 방송 등에서 외식과 관련된 컨텐츠가 많이 제작되고 있는데, 이를 적극적으로 활용 하여 외식 브랜드를 많은 소비자들에게 인식시키고 외식산 업의 유행을 만들기 위한 노력이 필요할 것으로 사료된다. 창피의식성 체면이 타인지향 과시적 소비에 영향을 미치 지 않는 것으로 나타났는데 이는 소비자들이 레스토랑 선택 시 남의 눈치를 보거나 타인에게 어떻게 비춰지는지에 대하 여 크게 염두에 두지 않는다는 것을 의미하는 것으로 사료 된다. 둘째, 고급레스토랑 이용고객의 체면민감성이 구매의도에 미치는 영향을 살펴본 결과는 다음과 같다. 타인의식성 체면, 창피의식성 체면, 사회격식성 체면이 구매의도에 미치는 영 향을 살펴본 결과 창피의식성 체면(t=3.233, p< .005), 사회격 식성 체면(t=3.247, p< .005)이 구매의도에 유의한 영향을 미 치는 것으로 나타났지만, 타인의식성 체면은 구매의도에 유 의한 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 고급레스토랑을 이용하는 고객들은 구매의사를 결정할 때 다양한 요인들을 고려하는데, 그 중에서도 체면과 관련된 요 인들이 중요한 영향을 미치는 것으로 나타났다. 따라서 외식 기업에서는 체면이나 과시적 소비성향과 같은 변수뿐만 아 니라 다양한 심리적 요인을 활용한 마케팅을 적극적으로 수 립할 필요가 있을 것으로 사료된다. 셋째, 과시적 소비성향이 구매의도에 미치는 영향을 살펴 본 결과 유명브랜드 선호 및 유행추구(t=12.384, p< .005)는 구매의도에 유의한 영향을 미치는 것으로 나타났지만, 타인 지향 과시적 소비성향은 구매의도에 유의한 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 이 결과는 타인의식 성 체면이 구매의도에 유의한 영향을 미치지 않는다는 결과 와 유사하게 나타났으며 반면, 유명브랜드를 선호하거나 유 행에 민감한 사람일수록 고급레스토랑을 구매할 가능성이 더 높은 것으로 사료된다. 본 연구의 시사점은 첫째, 기존의 소비 심리 연구와 달리 체면민감성, 과시적 소비성향과 같은 변수들을 추가함으로써 연구의 범위를 다양하게 설정하였고, 소비 심리 분석에 있어 서 유용한 변수가 될 수 있을 것으로 사료된다. 둘째, 본 연구에서 체면민감성, 과시적 소비성향 등이 실 질적으로 구매의도에 유의한 영향을 미친다는 것을 연구를 통해 확인하였다. 이는 소비자들이 자신과 타인을 구분 짓기 위해 또는 우월감을 표현하기 위해 자신의 형편을 고려하지 않은 소비를 하거나 또는 소비에 많은 의미를 부여한다는 것 을 다시 한 번 확인할 수 있는 연구 결과라고 사료된다. 기업들의 생존 경쟁이 점점 치열해지고 있는 현재 시점에 서 외식기업들은 인터넷이나 TV 등의 매체나 인쇄물, 잡지 등을 활용한 적극적인 마케팅을 통해 소비자들이 유명브랜 드 또는 유행하는 브랜드로 인식하도록 해야 한다. 또한 소 비자들의 니즈나 욕구 또는 체면이나 과시적 소비성향과 같 은 심리적 요인들을 지속적으로 연구하여 경쟁 기업과 차별 화를 이루어 내는 것이 중요한 과제일 것이다. 본 연구의 한계점 및 향후 연구방향은 첫째, 본 연구의 조 사대상을 객단가 8만원 이상의 고급레스토랑 이용고객으로 한정지었는데, 조사대상자의 범위를 다양하게 설정한 연구가 필요할 것으로 사료되며 또한 고 가격의 제품과 저 가격의 제품을 소비할 때 어떠한 차이가 있는지에 대한 비교 분석 등과 같은 다양한 측면에서의 연구들이 지속적으로 이루어 지면 더욱 의미가 있을 것으로 사료된다. 둘째, 본 연구에서 분석한 심리적 요인은 체면과 과시적 소비성향에 한정되어 있지만, 그 외에도 다양한 심리적 변수 들을 활용한 추가적인 연구가 이루어지면 소비자들의 소비 심리와 소비 행동을 분석하는데 유용한 기초자료로 활용될 수 있을 것으로 기대 된다.