The hospitality, tourism, and travel (HTT) industry has a significant environmental impact due to its water, energy, and waste production. One of the main challenges faced by the HTT industry is the reduction of the negative environmental impact of hotel businesses. Recent studies have shown that consumers are willing to pay a premium for green hotels that adopt environmentally friendly practices to minimize their impact on the environment. While interest in these practices has been increasing, not all consumers are familiar with actual benefits of green hotels. Therefore, it is necessary to employ strategies to increase consumers’ awareness and encourage positive pre-purchasing decisions when selecting a green hotel.

It is difficult to optimize the process parameters of directly preparing carbonaceous mesophase (CMs) by solvothermal method using coal tar as raw material. To solve this problem, a Decision Tree model for CMs preparation (DTC) was established based on the relationship between the process parameters and the yields of CMs. Then, the importance of variables in the preparation process for CMs was predicted, the relationship between experimental conditions and yields was revealed, and the preparation process conditions were also optimized by the DTC. The prediction results showed that the importance of the variables was raw material type, solvothermal temperature, solvothermal time, solvent amount, and additive type in order. And the optimized reaction conditions were as follows: coal tar was pretreated by decompress distillation and centrifugation, the solvent amount was 50.0 ml, the solvothermal temperature was 230 °C, and the reaction time was 5 h. These prediction results were consistent with the actual experimental results, and the error between the predicted yields and the actual yields was about − 1.1%. Furthermore, the prediction error of DTC method was within the acceptable range when the data sample sets were reduced to 100 sets. These results proved that the established DTC for chemical process optimization can effectively lessen the experimental workload and has high application value.

Because a cyber-attack on industrial control system (ICS) and/or critical infrastructure such as NPPs is evolving, it is necessary to develop a cyber security regulation technology corresponding to the attack technology. Nevertheless, it is almost impossible to test actual I&C systems in NPPs for evaluating cyber security against new vulnerabilities or attack vectors. So, a testing environment is needed to conduct penetration tests and evaluate the overall cyber security of NPPs. For that purpose, KINAC is developing a cyber security test bed and has plans to apply the insight from the test bed to cyber security regulation in NPPs. Conceptually, the test bed is divided into two parts, H/W parts and S/W parts. The S/W part is mainly composed of a NPPs simulator, especially APR 1400 simulator model. Originally, the I&C systems are implemented by computer codes in the simulator model, however, parts of I&C systems in the simulator are implemented by H/W in the test bed. Then, these actual H/W-based I&C systems are wired to the simulator. Because the cyber security test only can be carried out on real I&C systems (H/W-based I&C systems), it is important to decide on the scoping of HIL in the simulator. In this decision process, the purpose of testing should be considered a priority. The decision process of scoping HIL in the simulator in line with the test purpose is discussed in this paper. For example, if the test purpose is to evaluate the consequences of NPPs induced by cyber-attacks, safety analysis results may be utilized in the decision process. Especially, if the consequences are fuel integrity in NPPs, level 1 PSA results may be used to decide the HIL scope. In that case, most of the I&C systems are safety-grade I&C systems. The number of safety-grade I&C systems is still too much so, more analysis should be accomplished to narrow down the numbers. To derive the most mitigation measures by comparing the mitigation measures in each initiating event may be one example of narrowing down the number of I&C systems. From these processes, the scope of HIL in the simulator corresponds to the test purpose may be decided.

The Life-sustaining Treatment Decisions Act has became enforced in 2018. Patients' decision-making on life-sustaining treatments can change according to their health status and situations and thus should be understood as the process requiring continuous care. Therefore, it is necessary to build a support system to help patients' decision-making at end-of-life care including life-sustaining treatments. Nurses provide continuous care at the bedside and play a significant role in supporting patients' and their families' decision-making about end-of-life care. Based on reviewing literature and the enforcing process of the Life-sustaining Treatment Decisions Act, this paper described nurses' nursing care activities to support decision-making on life-sustaining treatments. The nursing care activities are 'empathetic support for the decision-making,' 'respect for patients and families as agents for the decision-making,' and 'support for the decision-making as a counselor.' It can emphasize the importance of a nurse's role as a support system for patients’ and their families' decision-making about end-of-life care.

Online consumer reviews have become a substantial part of consumers’ decision-making process as they provide consumers abundant information on products and services. Some individuals will pay attention to certain components (e.g. price), whereas some will focus on other components such as images.

In this study, the case of brand IMC communication of LG Hausys’ total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer’s purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys’ products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

이 연구는 파키스탄에서 9/11 테러 이후 외교정책 결정 과정을 추적하기 위해 4단계 "위기에서의 국가 행동 모델"을 적용했다. 그것은 알카에다의 미국에 대한 불길한 공격과 테러에 맞서 싸우기 위한 부시 대통령의 후속 선언이 t1 단계의 세계와 지역의 정치 안보 차원을 변화시켰다고 주장한다. 이웃 국가인 파키스탄의 지원은 테러와의 전쟁에서 불가피했고, 미국은 이슬람 바드의 협력을 얻기 위해 강압적인 외교를 취했다. 결과적으로, 미국의 요구를 수용하지 않을 경우 파키스탄은 국가의 기본 가치/목표에 대한 위협을 인식하고 동시에 시간 압박은 t2 단계에서 의사결정자들의 심리적 스트레스를 증폭시켰다. 따라서 의사결정 포럼은 t3 단계에서 시작되었고 파키스탄은 외교 정책 위기를 완화시킨 t4 단계로 미국에 합류하기로 결정했다.

대의제는 익히 대화와 토론을 통한 공공의 이익 판단을 위하여 고안된 정치제도이다. 공공의 이익은 ‘결정’ 되거나 ‘발견’ 되어 진다. 결정되는 공익은 가치관의 차이에 의거 극단적인 대립 속에서 다수결의 원칙으로 정해지는 것이고 발견되는 공익은 숙의 없이 공익이 발견되는 경우와 숙의가 반드시 필요한 경우로 나뉜다. AI는 이 세 가지 유형 중에서 숙의가 필요한 경우에 가장 유용하게 사용될 수 있다. 현재에도 대의제의 핵심 요소인 선거를 통하여 선출된 대표자들이 공공의 이익을 판단을 돕기 위한 여러 가지 제도와 장치들이 구성되어 있다. 대통령의 직무를 돕기 위해 대통령의 인사권이 인정되는 ‘임명직’ 공직자나 국회의원의 공공의 이익 판단을 위해 국민 세금으로 운영되는 국회예산정책처, 국회입법조사처 등의 조사기관들이 그것이다. 이와 같이 최종 공익결정 권한이 없는 중간 판단자와 공익 결정의 권한이 있는 결정 주체 모두에게 AI는 유용할 수 있다. 물론, 대표를 선출하지 않는 (직접)민주주의 하에서도 AI는 기능할 수 있다. AI가 제공한 정보로 가부를 묻는 실시간 국민투표를 실시할 수 있는 기술의 발전을 기대할 수 있기 때문이다. 다만, 이와 같은 경우에는 가부를 묻는 의제의 선정을 사람이 아닌 AI가 맡기 때문에 실질적으로는 AI가 사람을 지배하는 상황으로 변질 될 수 있는 위험성도 매우 크다. 한 발 더 나아가 AI가 의제를 결정하고 중간 판단도 하며 최종 공익 결정도 AI가 할 경우 사람은 주권을 포기하거나 강탈당하거나 양자 중에 선택해야 한다. 물론 이와 같은 경우는 헌법적으로 용인되지 않는다. 그러나 이에 앞서 필수적으로 고려해야 하는 인공지능의 특징이 있다. 대부분의 사람들은 사람에 비하여 훨씬 AI가 ‘객관적’이라 믿는다. 하지만, AI는 어떤 알고리즘을 통하여 학습하는가에 따라서 완벽하게 다른 결론을 ‘객관적’으로 보이도록 할 수 있다. AI가 입법과정을 다룸에 있어서 사람만큼이나 편견이 생겨 그 편향성이 강화된다면 AI에게 객관성을 기대하기 어렵다. 편향성을 가진 인공지능이 의제를 결정하고 중간판단에도 개입하고 최종 공익 결정도 누군가에 의해 의도적인 알고리즘 조작을 통해 가능하다면 그것이 우리 인류가 대의제를 고안한 근본 원칙에 맞는 것인가에 대해 동의할 수 없음은 자명하다. 이것이 AI가 발전하면 서도 궁극적으로 공공의 이익의 최종 판단을 합의제 의사결정 기구인 국회에서 ‘사람’으로 구성된 국회의원이 해야만 하는 이유이다. 객관적일 것이라 기대하는 AI도 우리만큼 편향적일 수 있기에 우리가 마지막으로 기댈 수 있는 것은 ‘불완전한 인간’들의 숙의를 통한 공익 추구뿐이다.

Before purchasing new products, customers often have the desire to consult a variety of information sources (e.g., product tests, online reviews, frontline-employee advices) to make better purchase decisions (Broilo et al. 2016). However, the process of information search has changed tremendously over the past decades due to digitalization and an increasing number of online content (Jerath et al. 2014; Noble et al. 2006). Companies’ reactions to these new information search opportunities are very different. For example, Amazon decided to dispense with frontline-employees in their physical store (Forbes 2017). Other companies provide free Wi-Fi access in their bricks-and-mortar stores to support customer online activities (e.g., Woolworths and Best Buy). The purpose of this investigation is to uncover how frontline-employee interaction and mobile Internet search at the store affect consumers’ buying decision process. Initially, an exploratory study on different information sources at a physical store was designed with the aim to provide insights about the impact of information search on consumers’ product choice certainty. The qualitative data analysis shows that most participants had a main focus on content that is related to the considered products. However, there is an essential difference between the focus on perception of information and the source characteristics for participants in the mobile search and frontline-employee condition. While consumers who use their mobile devices to search online for information were more aware of information characteristics, consumers who get personal advice from a frontlineemployee mostly indicated expertise, credibility, and persuasiveness of the information source to be relevant. The results of a quantitative field study provide an initial examination of the influence of the information source on customers’ product choice certainty and its drivers. In this context, the investigation demonstrates that mobile Internet search as well as customer service can support customers in case of making a certain purchase decision for a product. However, customers who got their information by frontline-employees instead of using their mobile devices to search online for information are more certain about their product choice. This is in line with the results of the qualitative study, since an interaction with the frontline-employee leads to higher interactive decision making.

본 논문은 개인의 비합리적인 이타주의 행동을 설명하는 규범활성화모델을 활용하여 공정무역제품 구매행동을 촉진하는 개인적, 규범적, 문화적 요인을 통합적으로 다루고 있다. 모델 관련, 예기된 감정(예기된 자부심과 예기된 죄책감)과 두 가지 상충하는 개인가치(박애주의 가치와 권력 가치)를 공정무역 관련 개인규범 활성화 선행요인으 로 개념화 하였다. 그리고 활성화된 개인규범이 공정무역제품 구매행동에 영향을 주는 것으로 보았고 특히 이들 간의 관계를 문화 클러스터(유교, 라틴 유럽)가 조절하는 것으로 개념화 하였다. 구조방정식을 통해 얻은 실증결 과는 예기된 자부심이 개인규범에 미치는 영향력이 예기된 죄책감 보다 크고, 상충되는 두 가지 개인가치 중 이 타적 가치인 박애주의 가치만이 개인규범에 유의한 영향을 미치는 것으로 나타났다. 그리고 활성화된 개인규범은 공정무역제품구매 행동에 유의한 영향을 주는 것으로 조사되었다. 문화 클러스터의 조절효과는 다집단비교 구조 방정식을 통해 분석하였다. 검증결과, 해당 경로에 대한 영향력이 라틴 유럽 클러스터 보다 유교 클러스터에서 더 강한 것으로 나타났다. 이러한 결과는 유교 클러스터가 라틴 유럽 클러스터에 비해 직접적인 비용지불에 따른 자기희생 정도가 더 크고, 사회 구성원 기대에 상응하는 도의적 의무감을 강하게 느끼기 때문에 공정무역제품 구 매 행위가 더 강하게 나타난 것으로 해석 가능하다. 본 논문은 규범활성화모델을 활용하여 공정무역제품 구매행 동을 비교 문화적 관점에서 접근하여 윤리적 소비자의 의사결정과정을 실증적으로 구명했다는데 의의가 있다.

Assessment of noise exposed population is to check the environment noise level and social influence in order to reduce the risks such as annoyance and disturbance that are generated by environmental noise. Also, this method suggests the preferential noise abatement policy and action plan by accurately finding the area that the noise causes harmful effect to human health. Recently, a noise map, which can predict noise in comprehensive area, is used for the assessment of noise exposed population, breaking from the methods using existing measures. In particular, countermeasure for noise can be considered more effectively by using assessment methods of noise exposed population for specific noise level, area, and building types which are the main input factors in noise maps. In this study, we propose noise reduction ranking decision at ship construction and repair process due to noise map.

In this study, we divided the process operation scenarios into three categories based on raw water temperature and turbidity. We will select and operate the process operation scenario according to the characteristics of the raw water. The number of algae in the DAF treated water has been analyzed to be less than 100 cells/mL. These results indicated that the DAF process is effective in removing the algae. In addition, the scenario of the integrated management decision algorithm of the DAF process was developed. DAF pilot plants (500 m3/day) process has shown a constantly sound performance for the treatment of raw water, yielding a significantly low level of turbidity (DAF treated water, 0.21~1.56 NTU).

Shopping at bricks-and-mortar stores is considered highly experiential. An ability to experience and physically interact with a product is a key benefit of shopping at offline stores. In an online shopping context where sensory experience is absent, researchers have looked at how mental imagery as an alternative to in-store sensory experience impact consumer decision-making (Yoo & Kim, 2014). However the role of mental imagery has been largely overlooked in the context of offline store shopping. While it is true that shopping at offline stores facilitates sensory experience, evidence from cognitive neuropsychology literature supports that visual perception impacts visual mental imagery (Bartolomeo, 2002). Therefore, it is reasonable to posit that sensory experience in stores is related to mental imagery. Yet the relationship between actual sensory experience and mental imagery in the context of store shopping has not been studied. To fill a gap in the current literature, this study aims to examine the process by which sensory experience and mental imagery facilitate purchase decision-making in the context of offline stores. Based on the model of recursive relationships among consumers’ emotional, cognitive, perceptual and behavioral responses (Scherer, 2003) and a review of previous literature, this study posits that actual sensory experience and mental imagery related. It is further posited that both actual sensory experience and mental imagery influence consumers’ affective (anticipatory emotion) and cognitive responses (e.g., decision satisfaction, perceived ownership and decision satisfaction). This study employed an online survey in Korea. Apparel shoppers who shopped and purchased apparel at brick-and-mortar stores during the last six months were recruited. To facilitate a retrieval of in-store experiences, a series of questions about their specific shopping trip and purchases were asked at the beginning of survey. The current study consists of measurements adopted from the existing literature with adequate reliabilities. All the items were measured using a 7-point Likert-type scale. A total of 455 respondents completed the online survey questionnaire. Cronbach’s alpha coefficients were examined to assess reliabilities of the measures, and reliability coefficients were acceptable for all constructs (.78 ~ .92). Results of the SEM revealed that all the model-fit indexes exceeded their respective common acceptance levels, suggesting that the proposed model fitted the data well (2 = 627.38, df = 175; NFI = .92; IFI = .94; CFI = .94; RMSEA = .075). All the direct relationships among variables were significant except for the effect of sensory experience on perceived ownership, the effect of mental imagery on decision confidence, and the effect of perceived ownership on behavioral intention. This study provides new insights into consumer in-store shopping experiences and theoretical and practical implications. Sensory experience and mental imagery are complementary in facilitating consumer in-store shopping experiences. In addition to the importance of sensory experience, this study provides empirical evidence to support the vital role of mental imagery in the context of in-store shopping. Visualizing a situation through vivid mental imagery combined with actual sensory experience will lead consumers to positive shopping outcomes. Further research is warranted to better understand how to optimize actual sensory experience and mental imagery to offer excellent in-store experiences.

The concept of „Sustainability‟ has become as major concern and it used by consumers and corporations to convey the concept of taking care of the environment. Environmental concern has led to sustainable consumption in a variety of product categories, such as electricity, textiles, apparel, food, and grocery products (Chan, 2001; Harrison, Newholm, & Shaw, 2005; Vermeir & Verbeke, 2006a, 2006b). Interest of the negative environmental impacts are rapidly increasing in present fashion business and consumer behavior has become a rising concern of the consumption and fashion supply chain to apply sustainable consumption (Birtwistle & Moore, 2007; Fineman, 2001). The environmental and social concern recognized in fashion industry from 1990‟s. However, the complexity of conceptual definition of sustainability and ecologically responsible consumer generates different and mistaken perception to consumer. In addition, in fashion industry, the terms of „eco-fashion‟, „environmentally friendly fashion‟,„green fashion‟, „ethical fashion‟, and „sustainable fashion‟ are frequently used interchangeably to describe the same concept. These interchangeable terminology is leading to confusion of the readers by the non-unified terminology (Choi et al., 2012). Also, consumers seem to have narrow scope and little understanding of sustainable fashion. In general, consumers focuses on environmental aspect not the wide-range of complexity of environment, social, and economical concern (Cervellon, Hjerth, Ricard, & Carey, 2010). The growing number of fashion brands are leveraging on green branding initiatives. Green marketing is increasing rapidly in corporate aspects and for a consumer perspective, global consumers are recognizing a personal accountability to take responsibility for social and environmental issues. Despite the fact many of individuals‟ willingness to purchase green products has increased in the last few years, however, there is limited studies suggest that purchase of green or sustainable products. Consumer research on sustainable fashion has mainly focused on consumer behaviors towards sustainable fashion products (SFPs); however, relevant studies that examined the whole process of the predicting proenvironmental behavior cross nationally value and the eWOM are still scarce. The purposes of research model are 1) to identify the determinants of eWOM intention on consumers' purchase intentions, 2) to examine the information adoption process as precursors of purchase intention of sustainable fashion, and 3) to testify different message types effects to information adoption process.

The tobacco cutworm, Spodoptera litura(Fabricius), is a major pest of tomato and frequently demands control measures. The timing of insecticide application is a key factor in determining its efficiency, so an experiment was designed to investigate this. Application of insecticide was based on three criteria: (i) the number of trap-caught moths in a Delta-type trap with a commercial sex pheromone lure placed in the center of the target area, soon after plant emergence; (ii) the percentage of plants exhibiting pinhole-type damage (10% or 20%) and (iii) the percentage of plants exhibiting shot hole-type damage (10% or 20%) compared to a check plot without any control measures. We found that the number of trap-caught moths was, compared to the other methods, the best means of deciding on insecticide application in tomato plant to control the tobacco cutworm. Using pheromone traps, we obtained the best performance of the insecticide Shinnago, causing > 90% larval mortality. Without insecticide application, tomato yield reduction due to the tobacco cutworm larva damage was 27%.

The purposes of this study were to investigate the influences of channel assessments on the usage of multi-channels by product types, and the differences in the usage of multi-channels among product types in buying decision making process for fashion products. Data were collected from 510 consumers in their 20s to 50s with purchasing experiences through multi-channel distribution system and living in Seoul and Kyunggi province; 491 were analyzed after deleting incomplete questionnaires. Factor analysis, multiple regression analysis and one-way ANOVA were used for statistical analysis by using SPSS 18.0. The results were as follows: 5 factors were extracted for channel assessment: utility, accuracy, risk, price benefit and sharing information. Price benefits, utility and sharing information for online channel tended to influence positively on the usage of online channel and online+offline channels. Accuracy and low perceived risk of offline influenced positively on offline and on+offline channel usages. The usage levels of on-line and off-line channels for cosmetics were significantly lower than the usage levels for clothes and accessories on information search, evaluation of alternatives, and purchase stages. Significant differences were also found in the usage levels of multi-channels (on+off-line) on information search and evaluation of alternatives stages. The usage levels of the multi-channels for clothes were the highest followed by those of accessories and cosmetics in order.

There has been almost 20 years since science of marketing has developed in Mongolia and there has been significant progress in acquiring and using its findings. Business companies’ leadership have become aware of the importance of this science and see marketing as business philosophy and understand that analyzing the market, business environment and conditions by consumers is the key to success. Today’s society demands from marketing professionals’ delicacy and taking into account consumers’ needs and creating new needs and new means of consumption. Main purpose of business entities is to be aware of consumer needs, to establish its position on the market and to be successful. In order to provide consumers with the best products and keep them at the center of their attention it is important to establish optimal ratio of marketing factors that would most efficiently influence consumers with different behaviors.

Emotion has been discussed as a key element in the purchase decision process across several products and services by several researchers (Bagozzi, Gopinath, & Nyer, 1999; Kang, Jin, & Gavin, 2010; Lee & Park, 2013). Although a variety of products and services have been utilized to address the relationship between emotions and the purchase decision process, books, especially an online-book purchase environment, have been neglected in existing research of the relationship between emotions and the purchase decision process. Thus, the purposes of this study are 1) to investigate how book covers influence consumers’ purchase decisions in an online setting, 2) to examine the influence of two different criteria of book covers (the color of the book cover and the picture or photo on it) on consumers’ emotions of delight, and 3) to explore the cross-cultural differences (i.e., Japan vs. France) in the online book purchase decision process. Emotion is referred to “an affective, subjective, experimental, temporary, multidimensional phenomenon and a source of motivation caused by exogenous factors to the individual that interact with the process of treatment of the collected information for the purpose of experience of consumption” (Graillot, 1998, p. 12). In marketing, emotion is considered to be the beginning of the choice made by consumers (Derbaix & Pham, 1989), and many researchers have tried to find dimensions of emotion which better explain the consumer’s purchase decision process, such as circumstances (e.g., hope, relief, and joy), external cues (e.g., like, dislike, and anger), or self-created cues (e.g., regret, shame, and guilt) (Roseman, Antoniou, & Jose, 1996). In order to fill in gaps from previous research, in this study we present the following research hypotheses: H1: There will be a positive relationship between the color of the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore. H2: There will be a positive relationship between the picture or photo on the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore.H3: There will be a positive relationship between the consumer’s emotion of delight and a book’s perceived usefulness when purchasing a book from an online bookstore. H4: There will be a positive relationship between a book’s perceived usefulness and the purchase of the book. H5: The impact of the book cover on the purchase decision process will vary by country. Japan and France were chosen as the countries for the study as they are significantly similar in terms of the size of the book market on the global stage (Oricon, 2015), however the two countries are very dissimilar in terms of culture. In addition, there is no existing research that compares consumers in these two countries in an online book purchase setting. A total of 398 usable date sets were collected in Japan (n = 191) and France (n = 207) using a questionnaire survey. Two sets of questionnaires were developed in Japanese and French for the respondents and the respondents were randomly chosen for this study. All measurement items of each construct (i.e., the importance of the color of the book cover, the importance of the picture on the book cover, the emotions of delight, the perceived usefulness of the book, and the book purchase) were adopted from previous studies and measured using a 5-point Likert scale. To test the proposed research framework, in this study we developed a structural equation modeling method. Multigroup confirmatory factor analysis was conducted to test construct validity, which showed satisfactory evidence of convergent and discriminant validity. Based on Table 1, there is no significant relationship between the color of the book cover and the emotion of delight, therefore Hypothesis 1 was rejected. On the other hand, Hypotheses 2 (the relationship between the picture on the cover and the emotion of delight), Hypotheses 3 (the relationship between the emotion of delight and a book’s perceived usefulness), and Hypotheses 4 (the relationship between a book’s perceived usefulness and the book purchase) were found to be statistically significant. Finally, Hypothesis 5, indicating that the impact of the book cover on the purchase decision process varies across countries, was supported. In other words, the χ² difference test between the two countries revealed that an unconstrained model indicated a significantly better model fit than a fully constrained model (Δχ²(7) = 117.58, p < .001), indicating the evidence of differences in the path relationships between the two countries (Laukkanen et al., 2013). Since Hypothesis 5 was indicated to be significant, a further analysis of each path from Hypothesis 1 to Hypothesis 4 was conducted. This revealed that only the relationship between a book’s perceived usefulness and the book purchase was significantly different by country (Δχ²(1) = 3.91, p < .05). The study provides meaningful academic implications. This study examines the influence of the book cover on consumers’ emotions, which lead to the actual purchase of the book in an online setting and accurately explains the role of consumers’ emotions in the relationship. Furthermore, this study proved that the relationship between the book’s perceived usefulness and the purchase of the book was different by country. Given this, marketers should develop tailored marketing strategies for the two countries. For French consumers, practitioners should focus more on the usefulness of the book itself, such as the meaning of the book to readers, the impact of the book on readers, the potential for improving reader’s knowledge andhappiness, etc. In other words, marketers should emphasize and promote the concept of the usefulness of the book itself rather than the design components, such as the color of the book cover. Additionally, consumers’ emotions of delight have a significant role on the online book purchase decision, therefore promoting and arousing consumers’ positive emotions, for example, with music, easy transactions, easy access, etc., may be critical while shopping for books online.