본 연구는 제품과 물리적 접촉이 불가능한 온라인 환경에서 다중 감각 단서가 소비자의 촉각적 심상과 제품에 대한 태도 및 구매 의사에 미치는 영향을 알아보고자 하였다. 실험 1에서는 참가자들을 음향 없이 사진만 제시한 조건, 음향 없이 영상만 제시한 조건, 일치하는 음향과 영상을 제시한 조건, 불일치하는 음향과 영상을 제시한 조건으로 나누어 제품을 탐색하게 하였고 그 후 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사를 측정하였 다. 그 결과, 모든 변수에서 불일치하는 음향과 영상이 주어진 조건이 가장 낮은 평균 점수를 보였다. 실험 2는 참가자 내 디자인으로 설계되어, 참가자들에게 동일한 제품을 실험 1과 같은 네 개의 조건에서 탐색하게 하였다. 탐색 후,촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사, 접촉 욕구 등을 측정하였다. 접촉 욕구를 공변인으로 하는 반복측정 공분산분석 결과, 일치하는 음향과 영상을 제시한 조건은 다른 조건과 비교했을 때 유의미 하게 심상선명도, 제품에 대한 태도, 제품 구매 의사가 높았다. 이중 매개 분석 결과, 다중 감각 단서 조건은 심상선명 도와 제품 사용의 상상용이성을 순차적으로 매개하여 제품에 대한 태도-구매 의사를 유의미하게 예측했다. 결론적으 로, 음향 및 영상 단서로 유발된 선명한 촉각적 심상은 소비자가 제품을 사용하는 상황의 상상을 쉽게 만들어 태도-구 매 의사와 같은 의사 결정에 긍정적 영향을 미칠 수 있다.

Due to the explosive growth of peer-to-peer transportation sharing services offered by micro-entrepreneurial travelers, investigating how their quality cues affect demand is of paramount importance. The goal of this study was to identify what types of intrinsic and extrinsic quality cues affect the demand of peer-to-peer transportation sharing services. Based on the rich data set of 414,292 transactions from a leading peer-to-peer ridesharing platform, it was identified that intrinsic quality cues – car status and driver status – and extrinsic quality cues – price and offering duration – significantly affect the peer-to-peer transportation demand independently and interactively. Although the lower price and longer offering duration of a transportation sharing service positively affect its demand, the higher price or shorter offering duration can increase its sales when combined with better intrinsic cues. Implications for vulnerable segments such as female and minority drivers are provided

This research studied the effect of underwear’s product cues (style, fabric and price) on consumer choice by using conjoint and consumer neural response (EEG). The results reveal that female prefers bikini style and silk fabrics while male likes brief and boxer. In addition, male more relies on price than female.

Purpose: The ultimate purpose of this work is to investigate gender differences in the relationships between product quality cues and perceived values at a food select shop. Specifically, this study examines the effects of internal and external cues, which are indicators of product quality, on emotional and social values based on gender differences. Research design, data and methodology: In this study, a questionnaire technique was used to collect the data necessary to test the proposed model. 183 data were collected through this technique. PLS SEM (Partial Least Squares Structured Equation Model) was used to test the research model. Results: First, there is no gender difference between intrinsic cue and emotional value. When using male and female data, there was no significant causal relationship between intrinsic cues and emotional values. Second, we found no gender difference between intrinsic cue and social value. When analyzed with female data, there was no significant causal relationship between intrinsic cue and social value. On the other hand, in the case of men, it was found that a weak causal relationship exists. Third, this study found gender difference between extrinsic cue and emotional value. In the case of men, it was found that a weak causal relationship exists, whereas in the case of women, a strong causal relationship exists between extrinsic cue and emotional value. Fourth, we found gender difference between extrinsic cue and social value. In the case of men, there was no causal relationship, whereas in the case of women, there was a strong causal relationship between extrinsic cue and social value. Finally, we found that there are moderating roles of gender in the relationship between external cues and perceived quality. Conclusions: As a result of analysis, it is necessary to focus on extrinsic clues of product in order to increase the perceived emotional and social values of women. On the other hand, in order to improve the perceived emotional and social values of men, it is necessary to pay attention to both intrinsic and extrinsic cues of product. Therefore, it is necessary to consider what clues and values are important to core customers.