The online word-of-mouth exert an growing influence on consumers, but how Internet word of mouth influences consumers' attitude and the purchase intention, this problem and its mechanism of action has not been fully researched yet. In this paper, the theory of word-of-mouth and the results of the existing system are proposed, and it contains three independent variables which influence the spread of word-of-mouth effects: the intensity of relationship, perceiving risk and the profession of transmitter. Moreover, an investigate was acted in the college students, the data was disposed with SPSS16.0 to describe statistical analysis and fitting degree evaluation. Based on the analysis of data, the customer relationship management. Suggestions and corresponding analysis are put forward.

This paper aims to contribute to the existing literature about social influence on products purchase intention. Specifically, it focuses on social influence among young adults’ purchase intention for luxury products, through investigation about Macau young adults consumption culture. Three types of social influence (informational influence, utilitarian influence, and value-expressive influence) are examined in this study. In terms of product conspicuousness, two types of luxury products can be identified based on the degree to which products usage is performed in public versus private. Hypotheses include that informational influence, utilitarian influence, and value-expressive influence will be significantly and positively related to consumer purchase intention for luxury products, both publicly and privately consumed. A convenient sample of 120 Macau young adults aged 18 to 24 participated in this study. The result of Regression and Analysis of Variance indicated that consumers have been affected by different types of social influence when they purchase different types of luxury products. Value-expressive influence is significantly and positively related to purchase intention for public products. Moreover, both informational influence and value-expressive influence are significantly and positively related to purchase intention for private luxury products. However, the effects of utilitarian influence are insignificant to both public and private luxury products, which are contrary to the hypotheses specified in this study and surprising findings about contemporary Chinese culture. Additionally, female has higher intention to buy luxury products. Based on the results of this study, marketing implications and managerial insights in the luxury retail market are recommended accordingly. Future research can provide a more comprehensive perspective of social influence than the exploratory one offered in the present study.

This paper is conducted to support Korean game development companies to enter the MSNG market in China. According to preceding researches, the life-cycle of MSNG is under 3 months. Short-term of the MSNG's life-cycle raises the problems of low profits or deficit of companies managed to enter the Chinese market. Therefore, it needs to lead MSNG users to continuos use to extend the life-cycle. The plan to extend the life-cycle is likely to be a critical factor to be survived in Chinese market. The commitment is considered as the factor to make usage of MSNG longer by researchers. This paper also infers that the plan to keep MSNG user's commitment continuos develops their perceived functional value, emotional value and social value, with the reasonal, emotional and psychological point of view. We make a effort to reveal the relationships among factors through 318 data from Chinese MSNG users. Futhermore we would like to suggest that the companies consider continuos usage intention of MSNG users as the critical factor which makes a profit based on the result of this survey and propose the direction of future researches from the limit of this paper.

Consumer ethnocentrism (CET) has been widely research in various marketing contexts since the construct was identified by Shimp and Sharma (1987) in their seminal paper. The central tenet of consumer ethnocentrism theory is that consumer ethnocentrism will have a negative effect on foreign product purchase intention and a positive effect on willingness to purchase home country products. So far, the role of satisfaction has not been integrated into the CET model. The satisfaction-repurchase relationship has also received considerable attention in the marketing literature whereby satisfaction is found to have a direct positive effect on repeat purchase. Anecdotal evidence suggests that both satisfaction and consumer ethnocentrism will have a joint effect on willingness to repurchase a home country product, especially when foreign competitor products are seen as a threat in the domestic markets. However, it remains unclear how satisfaction and consumer ethnocentrism jointly affect purchase intentions. In this research we examine the dynamics of the two constructs. This study considers South Korean consumers’ willingness to repurchase the Samsung Galaxy smartphone and examine the interrelationship among the above variables. The findings of the study suggest that consumer ethnocentrism moderates the satisfaction-repurchase intention relationship or vice versa and satisfaction and consumer ethnocentrism are mutual cooperative suppressors for repurchase intention. This study highlights that the effect of consumer ethnocentrism on repurchase intention will be stronger when consumers are satisfied with the product.

Marketers commence to use types of brand alliance strategies including co-branding. Many previous studies focused on the strategic performance of the co-branded credit card or loyalty programs. The introduction of the department store co-branded credit card successfully increases revenues and expands the market shares for both the banking industry and the department store industry in Taiwan. In view of the importance of co-branding strategy to extend market share for both the banking industry and the retailing industry in Taiwan, it is worthy to have a better understanding of whether or not consumer’s affective loyalty to the bank and/or consumer’s affective loyalty to the department store will influence his/her attitude toward the department store co-branded credit card, which in turn influence his/her intention to continue to use or apply for the co-branding credit card. This study aims to ascertain what factors determine consumer’s intention to continue to use and/or to apply for the department store co-branded credit card. This study collected data on the Internet Website from December 8, 2013 to January 30, 2014. A total of 444 valid data were used in this study. The two-stage procedure of structural equation model (SEM) analysis was conducted to examine the hypothetical causal relationship in the proposed theoretical model. The results indicate that for those who had applied for the department store co-branded credit card, consumer’s affective loyalty to the bank and consumer’s affective loyalty to the department store indeed exert positive impacts on his/her attitude toward department store co-branded credit card, which in turn influence his/her intention to continue to use the co-branded credit card. In addition, for those who did not have the department store co-branded credit card, consumer’s affective loyalty to the department store can induce his/her attitude toward department store co-branded credit card, which in turn influences his/her intention to apply for co-branding credit card. The implications and suggestions for both the banking industry and the retailing industry are also provided in this study.

This paper investigates how promotions of knowledge and social embeddness shape consumers’ participation in sustainable consumption. An extended model of goal-directed behaviour is tested under airline consumers who have participated in voluntary carbon offset (VCO) program. Results show consumer’s knowledge positively influences their subjective norm but not their attitude towards participation of VCO. Increasing consumers’ sense of social embeddedness is also found to be crucial in forming subjective norm and their attitude. Finally, positive anticipated emotion influences consumers’ desire to participate in VCO, while negative anticipated emotion did not. The findings of this research reveal how interactive promotions influence individual’s internal processes for sustainable consumption, as well as highlight the need for different emotional elicitation strategies for different sustainability programs.

Today all nations in the world focus on remaining competitive advantage by adding high values to their fashion businesses. The most typical example of such added value is fashion collection. In case of London Fashion Week, which is among the world’s top 4 most famous fashion collections where more than 5,000 journalists and buyers from 25 nations can be expected every season, it has great contribution to the economic wealth of London. It induces consumption of 20 million GBP and economic production effects of one hundred million GBP. According to Joo (2009), one of the main purposes of fashion collections can be defined as the invigoration of international marketing and the creation of consumption demand. Fashion collections lead to increased direct sales and consumption demand by developing new products based on leading fashion trends that are presented in the collection. The so-called Big four collections in Paris, Milan, New York and London have their own Country of Origin (COO) image, which represents each country, cities, brands, products and services. For example, Paris collection has been established as luxury image with hand-made and Haute Couture. Not only fashion collection but also fashion brands have applied specific country characteristics to their fashion brand’s image. This serves as a critical factor of competitiveness that communicates an integrated image of brands to the customers. Also, within the purchase decision-making process, consumers consider COO as an important element. Therefore, organizer of fashion collections as well as brands that engage in such should consider COO as a key factor. Most of the previous studies about fashion collections focused on content analyses. For example, Joo (2009) compared characteristics and current situations between four major overseas cities’ collections and Seoul collection. Additionally, there are studies about fashion style, trend, design and textile. Characteristics of color change in 1990s fashion collection (Kim & Kim, 2007) and an analysis of design of hats and fashion images in collections (Jeong & Jeong, 2008) have been conducted as well. Previous studies related to COO mainly focused on the product (Bilkey & Nes, 1982) and how the image of the producing country affects product evaluation. Thus, the purposes of this study are 1) to examine of fashion collection’s COO and fashion brand image effects on brand evaluation and purchase intention, 2) to analyze differentiation factors of COO image, brand evaluation, purchasing intention on Seoul, New York and Paris collection. We surveyed Korean, American and French who have experience in their own country’s fashion collection and used SPSS 21 for data analysis. Fashion collection’s COO and brand image has a great effect on brand evaluation and purchase intention. Moreover, it seems to increase the purchase intention by affecting brand evaluation. Therefore, the results of the study are as follows. First, we can confirm that the better the fashion collection’s COO and fashion brand image, the higher brand evaluation and purchase intention is. Second, when assessing fashion collection’s COO image and fashion brand image, brand evaluation and purchase intention differ according to Korea, US and French national stereotypes. This study goes beyond the general product-centric COO studies and introduces the fashion collection’s COO that can be valuable research in terms of contribution not only to academia, but also to the industrial field.

Adventure tourism accounted for 60% of international tourism activities by the year 2007 and is still growing. Nonetheless, relatively little is known about the ecological issues associated with adventure tourism. To address this issue, this study examines 502 Chinese tourists’ intentions to revisit adventure tourism activities by incorporating nature-relatedness (i.e., NR-self, NR-perspective, and NR-experience) into a modified flow model. After analyzing these data by structural equation modeling, our findings show that positive emotions and flow experiences influence one’s intentions to revisit adventure tourism activities and that then intensity of the flow experiences is influenced by skill, perceived challenge, and playfulness. Moreover, our study finds that tourists who enjoy being outdoors (NR-experience) and who find conservation unnecessary (NR-perspective) are likely to have a more positive attitude about adventure tourism. Conversely, individuals who are concerned about the environment will not have such emotions. The implications of these findings for such promotions are discussed.

Many authors and practitioners have suggested that scarcity increases a product’s perceived value, because scarcity affects availability of a product and people assume that what is less common is more valuable (Cialdini, 1987). Communicating such restrictions on product availability is a common advertising tactic intended to motivate consumer purchasing behavior by arousing product scarcity perceptions. To further our knowledge on scarcity effects researchers indicate the need to examine contextual or individual factors which are related to demand-caused scarcity and/or supply-caused scarcity. Corresponding to the call for further research this study empirically examines seller credibility, product type, and consumer orientation as moderators on the relationship between scarcity and purchase intention. Extant research have found that both excess demand and limited supply lead to increased product choice, but engender distinct inference processes (Hsuan, Chien & Tzu, 2012). Scarcity can be based on changes in demand or supply. Demand scarcity arises when supply cannot meet market demand. Advertisers may emphasize this limited availability in positive terms by claiming “only while stocks last”. Demand scarcity messages, either “in popular demand” or “over sold” indicates consumers that a product’s popularity is creating demand that exceeds the product’s available supply (Herpen, Pieters, & Zeelenberg 2009; Verhallen, 1982). Supply scarcity suggests that the product is exclusive, and affects consumer preferences through perceptions of the symbolic benefits the product can provide, including uniqueness (Snyder, 1992) and social status (Lynn, 1992). Advertisements convey supply scarcity when marketers produce quantities of a new product less than enough to meet initial demand and distribute a competitive number of units to individual retail store. Researchers have indicated the need to examine contextual or individual influences on the distinct type of scarcity to gain further insight into these two scarcity effects. This research examines the moderating effect of seller credibility, product type, and consumer orientation on the relationship between scarcity and purchase intention. The first research objective is to examine if scarcity effect is stronger when a seller is more credible than not. The second research objective is to examine if demand scarcity produces a stronger purchase intention for utilitarian products as opposed to symbolic products. In contrast, supply scarcity will be valued more highly for symbolic products, because the product’s limited availability can deliver consumers symbolic benefits such as uniqueness (Snyder, 1992) and social status (Lynn, 1992). The third research objective is to examine if demand scarcity produces a stronger purchase intention for consumers with prevention-focus than those with promotion-focus. Similarly, the research also examines if supply scarcity produces a stronger purchase intention for consumers with promotion-focus than those with prevention-focus. This research employs a laboratory experiment to empirically test the research hypotheses. The experiment manipulates scarcity, seller credibility, and product type and it measures consumer orientation as either promotion-focus or prevention-focus. Thus it employs a 3 (scarcity: demand scarcity, supply scarcity, no scarcity) x 2 (high credibility, low credibility) x 2 (utilitarian product, symbolic product) between-subjects design. Results of hypothesis tests and implications will be discussed.

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers’ emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners’ attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads – Attitude to Brands – Purchase Intention), showing significant value of (β=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

The purpose of this study is to analyze the LOHAS tendency of new seniors' and its effects on the attitude and purchase intention for environmental-friendly food materials. Data were collected through a questionnaire survey from random sample of 162 senior customers in Seoul and Kyunggi area. The LOHAS tendency of new seniors can be divided into three factors; environmental-friendly, sustainability and sociality. Environmental problems affected the environmental-friendly factor the most while manufacturing techniques for sustainable products and recycling habits were key variables for the sustainability factor. The idea of companies sharing their value system of LOHAS tendency was the most significant for the sociality factor. Each of these LOHAS tendency factors influenced the purchase intention of the new seniors.

This study investigates the effects of the purpose of fishery firms’social contributions on consumers’ purchase intention as a mediator or their fishery firms’brand evaluation. We surveyed 300 consumers in order to empirically test the suggested relationship. The purpose of fishery firms’social contributions was divided into social contribution activities and public interest marketing strategies. Fishery firms’brand evaluation was divided into three aspects including brand awareness, brand image, and brand loyalty. The results showed that the purpose of fishery firms’social contributions significantly affect consumers’purchase intention, brand loyalty as well as brand image except brand awareness. Fishery firms’brand evaluation significantly affect consumers’purchase intention. This study suggests that social contribution activities and public interest marketing strategies are essential for the positive brand evaluation of fishery firms.

The purpose of this study is to analyze job stress factors of hospital workers, which has an effect on their turnover intention. For identifying the influences on turnover intention, types of hospitals (university hospital, general hospital, private hospital) and types of workers(office workers, technical workers, and nursing staffs) were categorized. We went to the hospitals and carried out the survey under the cooperation with the concerned hospitals. The period of survey was from 23. Sep. 2013 to 30. Oct. 2013, and 293 worker participated in the survey. On the basis of the previous study, the measurement of job stress factors and turnover intention was set up as the survey method, and its reliability and validity were measured. The stress factors were subdivided into seven factors; occupational climate, organizational system, autonomy job control, uncertainty of getting a new job, job ability to perform, job demand, job ambiance. The value of job stress factors by the measuring instrument, Cronbach’s Alpha, was 0.805 and the value of the subordination variable of turnover intention was 0.881. IBM SPSS Statistics 21 was used as the statistic analysis tool and the descriptive statistics about job stress factors. As a result, the turnover intention were analyzed depending on the types of hospitals, job groups, working years, and gender. Result shows that the job stress factors are differed according to the types of hospitals, and these job stress factors have influence on turnover intention. Therefore, it could be considered that, if the hospital managers find out the major job stress factors of their employees and resolve them in advance, the job stress of the hospital workers and their turnover intention can be reduced.

그 동안 정서고갈,조직컴미트먼트,조직시민행동,이직의도 간에는 많은 상관성이 존재한다는 사실이 주장되어 왔음에도 불구하고 이들 모든 변수를 함께 고려하여 종합적으로 관찰한 연구는 없었다.본 연구에서는 개인의 정서고갈이 이직의도에 악영향을 미치는 구체적 과정에 초점을 두고 정서고갈이 자동적으로 이직의도를 초래하는 것인지 아니면 그 사이에 관련 변수들의 매개과정을 거치면서 부정적 영향을 부추기는 것인지 검토하려 했다.이를 위해 사회적 교환이론을 전제로 설정된 매개 가설들을 입증하였다.그리고 직무요구-자원(JD-R)이론이나 자원보존이론 분야의 대부분 연구자들이 정서고갈이 직무만족이나 이직에 직접 영향을 미치는 것으로만 주장해왔으나 본 연구에서 조직컴미트먼트나 OCB에 의해 매개된다는 점을 가설로 설정하고 네 변수 간의 종합적 구조모형을 만들어 제안모형의 우수성을 입증하였다.본 연구를 위해 대인서비스업 종사자들로부터 받은 설문자료를 분석하여 가설을 검정하는 경험적 조사방법이 사용되었다.결과를 요약하면 이직의도는 정서고갈의 직접적인 영향도 받지만 정서고갈에 의해 좌우되는 조직컴미트먼트와 OCB에 의해서도 영향을 받고 있음이 입증되었다.즉 정서고갈로 인하여 조직컴미트먼트가 낮아져서 이직의도가 높아지는 것 이외에도 조직컴미트먼트로 인하여 OCB의 질이 좋아지기 때문에 이직의도가 감소하는 경향도 있음을 알 수 있었다.

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

The purpose of this study is to compare the purchase intention on naturally dyed clothing between Korea and the US. As independent variables that affect the purchase intention, benefits that consumers seek when purchasing naturally dyed clothing, especially for fabric materials, and attitudes towards naturally dyed clothing were selected. A quantitative research method with a survey was employed. 160 data from Korea and 180 data from the US were used for the analysis. The convenience sampling method (i.e., college female students) was used. Descriptive statistics, factor analysis, t-test and regression analysis were employed to test the differences in purchase intention, fabric benefit sought, and the attitudes. The fabric benefit sought selected for this study includes eco-friendliness, uniqueness, aesthetic, comfort and quality. The attitude toward naturally dyed clothing was categorized as an emotional and a cognitive attitude. The results show the significant differences in the fabric benefit sought depending on nationality, major and experiences in natural dyeing. Significant differences were found in of the attitude toward naturally dyed clothing among the nationalities and the experience types in natural dyeing. In addition, there were significant differences in purchase intention toward naturally dyed clothing between Korean and the US participants, and countries show different fabric benefits and attitudes which influenced participants' purchase intention. The results of this study suggest an appropriate fabric planning for environment-friendly fashion products for both countries.

The purpose of this study is to verify the relationships among innovative behavior, turnover intention, and job security. An additional purpose was to examine partial mediating effects on psychological ownership. The baseline of analyzing those relationships in this study is that the role of psychological ownership will be a mediator between job security and turnover intention as well as innovative behavior in the organization. To accomplish these purposes, a model was built among job security as predictor variable, the psychological ownership as mediating variable and turnover intention, and innovative behavior as criteria variables based on the studies conducted in the various areas. The 248 questionnaires surveyed from the area of DaeGu and Kyungbuk were used in the statistical analyses. The detail statistical techniques are such as descriptive analysis, reliability analysis, factor analysis, correlation analysis, and multi regression analysis. The results of the study show that job security had positively significant effect on turnover intention and innovative behavior. In addition, only the psychological ownership of organization-level thinking have partial mediating effects between job security and innovative behavior also job security and turnover intention. The results may indicate that the psychological ownership of organization-level thinking be a key factor to alleviate the turnover intention of employees and to encourage the innovative behavior during their works for the small-medium size companies showing the unstable job security.

유전자변형생물체(Genetically Modified Organisms, GMOs)는 식량, 환경, 에너지부족 등 인류가 직면하고 있는 각종 문제점을 해결하기 위한 대안으로 그 개발 및 이용이 가속화되고 있다. 특히 몇몇 국내 개발 GM 작물은 안전성평가 단계에있어서 조만간 실용화될 것으로 전망되고 있다. GMO에 대한일반인들의 인식조사 연구는 대부분 소비자를 대상으로 진행되어왔으며 실제 GM 작물이 상업화되었을 때 이를 재배할 경작자에 대한 인식조사 연구는 부족한 실정이다. 본 연구에서는 농업인의 GMO에 대한 인식 파악 및 재배의도를 알아보기위해 설문조사와 표적집단면접(FGI)를 병행하였다. 설문조사는 논산, 김천, 충주, 상주 지역의 농민 747명을 대상으로 실시하였으며, FGI는 농업분야에 종사하고 있는 남녀 농업인 5명을 대상으로 수행하였다. 조사 결과 GM 작물에 대한 인지수준과 지식수준은 각각 85.5%, 65%로 일반인과 크게 다르지않았다. GM 작물에 대한 정보 실태로써 ‘알고 있거나 들어본적이 있는 GM작물 종류’에 대해 ‘수량증진’에 대한 응답이가장 높았으며, ‘병저항성’, ‘해충저항성’ 순으로 조사되었다.GM 작물에 대한 인식은 ‘긍정적’과 ‘부정적’ 응답이 비슷한 분포를 나타냈으나, GMO에 대한 섭취 및 재배 의향은 전반적으로 부정적인 것으로 조사되었다. 특히 GMO의 재배보다는섭취에 더 부정적인 것으로 나타났다. GM 작물 형질에 대한선호도로는 ‘병 저항성’ 형질이 가장 높았으나 ‘맛’, ‘수량’,‘건강개선’ 등의 형질에 대해서도 고른 응답을 보였다.

The aims of this study were to identify the dimensions of both store and PB apparel product attributes at large discount stores, and to empirically examine the effects of each dimension of store and PB apparel product attributes on satisfaction with PB apparel products and on repurchase intension. Questionnaires were given to 264 large discount store customers, who have experienced buying PB apparel products at large discount stores. The results were as follows. First, purchased PB items and image, improvement of PB apparel products showed differences by gender. Second, the dimensions for store attributes were categorized as convenient of shopping environment, product quality, customer service, advertising reach, convenient location, and reasonable prices. The PB apparel product attributes were categorized as material handling management, quality, fashion ability, and brand power. Third, generally, both store and PB apparel product attributes at large discount stores are significantly related to PB apparel satisfaction and repurchase intention. PB satisfaction and repurchase intention of males were partly affected by store attributes and PB apparel product attributes. PB satisfaction and repurchasing intention of females, however, were partly affected by only PB apparel product attributes, not store attributes.