Studies regarding the relationship between purchases and happiness have consistently found an experiential advantage: people are happier when purchasing experiential products (e.g., vacations and concerts) than material products (e.g., clothes and electronics) (Caprariello & Reis, 2013; Carter & Gilovich, 2010, 2012; Pchelin & Howell, 2014; van Boven and Gilovich, 2003). This phenomenon (i.e., experiential advantage) may make marketing efforts of service firms or any companies selling experiences relatively more effective and productive in that consumers will derive a great amount of purchase happiness. On the other hand, the same phenomenon may indicate innate challenges and hurdles for firms selling products carrying materialistic features. Considering the material-experiential spectrum, approximately 50% of the industries are seeming faced with this issue. In this research, we propose a solution with which mainly material-focused products can loom more experiential, thereby benefiting from the experiential advantage. In other words, we investigate how material goods can be perceived as experiential and they can offer greater purchase satisfaction compared to when they remain as merely materialistic. Specifically, noting that reasons for experiential advantages are originated from social aspects of experiential goods (e.g., self-presentation to other people, conversational values, reputation-building, etc.), the current study shows that posting on social media can imbue social aspects, which is a key drive of the experiential advantage.

In this study, we theorize that the way consumers communicate on social media (“liking”2 vs. posting) leads to consequential preferences for luxury products. Specifically, for light users, who spend less than one hour on social media, “liking” (vs. posting) strengthens (vs. weakens) preference for social value-framed luxury products (i.e., creates a good impression to others) compared to functional value-framed products (i.e., superior quality). This contrasts with heavy users, who spend more than two hours on social media, where posting (vs. “liking”) strengthens (vs. weakens) preference for social value-framed luxury products compared to functional value-framed products. Thus, the relationship between social media interaction (“liking” vs. posting) and preference for luxury products is conditionally mediated by communication expectation with others. Both the direct effect and indirect effect are moderated by the time spent on social media and luxury value type.

Introduction - Dubois (2002) said that luxury is identical with perception of comfort, beauty, and sumptuous lifestyle. There are five key factors of perceived luxury goods such as uniqueness, quality, hedonic, conspicuousness, and extended self (Vigneron and Johnson, 2004). So that, the definition of luxury fashion brand itself is goods (in terms of fashion) that has brand image and perceived as something that has uniqueness, quality, hedonic, conspicuousness, and extended self and could give comfort, beauty, and sumptuous lifestyle. Online visual display nowadays is one of maketer’s channel to promote the product. In terms of exclusivity, there is only few channels that has been used by marketer, such as website of the luxury brand itself, Instagram, Facebook, Youtube, and so on. This research of online luxury fashion brand is focused on one mobile app, named Instagram. Instagram is choosen because the usage of Instagram is increasing over time, especially in Indonesia. This research is focused on pre-loved luxury fahion brand on online shop at Instagram. There is one problem of this research, which is the percentage of middle to high income is increasing in 5 years (2010-2015) in Indonesia, but consumer is less likely to buy pre-loved luxury fashion brand. The tendency that consumer is less likely to buy because of decreasing sales of some pre-loved online shops in Indonesia. Exploratory research was taken and it can be concluded that the root cause of decreasing sales happens because visual display of pre-loved online luxury fashion brand is not too attractive. Method - The method that which is used is experiment design. The respondent of this research are choosen by non-probability sampling, which is judgemental sampling (we already know the priority characteristic of respondent, such as middle to high income) and female (because the online shop that will be observed is only offer luxury fashion for female). This research will use eye tracker, named Gaze Point. To get the quantitative experiment data, the minimum respondents that will be need is 39 people if we want to generate until get the heatmaps (Kara Pernice and Jakob Nielsen, 2009). Users will be given some oral question after they finished the experiment with eye tracking. There are some contents that will be measured in this reseach, such as caption, image clarity, and background of product. This research will be conducted only for consumer in Bandung. Respondents are female with middle to high income that has been bought pre-loved luxury fashion bag. The variables which are used in this research are the result of combination of construct from previous research about luxury brand perception and attractiveness of visual display. Sensory stimuli of sights will make automated perception actives and determine whether the information attractive or not. Findings – This research found that pre-loved online luxury fashion brand is currently growing rapidly. However, more respondents still prefer to buy online product if the visual display could be more attractive and the longer respondent saw the visual display, means that the respondents tend to be more interested of that posting. Author made proposed design improvements. Author then recommend them to the owner of pre-loved online luxury bag.

Customer online engagement is crucial to online travel websites which depend online reviews to attract new users and maintain current ones. The distinctive features of public attractions in tourism and the unique webdesign of TripAdvisor create an empirical environment for this study to explore the influence of customer experience and satisfaction on their engagement in posting reviews regarding public goods. Based on a sample of TripAdvisor-listed attractions and considering the information from over 37,000 online reviews, the empirical findings suggest that (1) customer online engagement is stronger (weaker) on paid (public) attractions, and (2) the positive effect of satisfaction on customer engagement in posting reviews is more evident among public attractions rather than paid attractions. This study concludes by offering managerial implications to regulators of public attractions, operators of travel websites, and managers of paid attractions.

Multichannel sales strategies are now very popular owing to the prevalence of the Internet, which makes it much easier for manufacturers to engage in direct sales. Because direct channels, including catalogs and the Internet, compete against, substitute for, or complement conventional retail channels, finding the best way to utilize them in conjunction with retail channels continues to be a challenge for many firms. Specifically, multiple channels give rise to channel conflict when the channels compete for almost the same market with substitutable products. To avoid this channel conflict, some manufacturers, such as Daimler, Nikon, and Rubbermaid, have used the Internet as a medium to provide information about their products and/or to point users of the Internet to the nearest retailer carrying the product, but without offering the product for sale directly over the Internet. Dell, which is arguably the most successful Internet marketer in the personal computer market, opened kiosk locations in shopping malls across the US from 2002, and has operated full-scale manufacturer-owned stores since late 2006. However, in 2008, Dell shut down all of its kiosks in the US and instead expanded into retail stores, such as Wal-Mart and Best Buy. Furthermore, IBM redirects orders taken at ibm.com to its distributors in an attempt to mitigate the conflict, and HP gives their intermediaries a commission fee for orders placed online. In the context of multichannel management, the question of to what degree a manufacturer should set a direct price to coordinate all channels has commanded significant attention from both academic and practical viewpoints. However, marketing research addressing when a manufacturer should determine the direct price is missing from the existing literature, although it is a critical practical issue for manufacturers that adopt a multichannel sales strategy. Given the current status of the literature, this paper investigates the optimal timing of pricing by a manufacturer managing two types of marketing channel, a retail channel and a direct channel, using a dynamic noncooperative game framework. Traditionally, analytical marketing models describing channel conflict between these two channels examine price competition where the retail and direct prices are established simultaneously. In contrast to this conventional approach, our model demonstrates that such a simultaneous price competition never arises if the manufacturer and retailer can choose not only the level of price, but also the timing of pricing. If the manufacturer has sold products wholesale to a retailer presuming that the manufacturer will set the direct price before the retailer prices, the retailer accelerates the timing of retail pricing prior to the direct price setting by the manufacturer. Our findings suggest that the manufacturer should post the direct price before or upon, but not after, selling products wholesale to a retailer. Such upfront posting of the direct price not only constitutes the unique subgame perfect Nash equilibrium (SPNE) of the noncooperative game between channel members, but also maximizes profits for the manufacturer. The logic behind this outcome is as follows. If the manufacturer determines the Despite the significant amount of marketing research on multichannel management, an overview of the literature suggests that research incorporating the choice of optimal pricing timing into channel operation issues is completely lacking, despite the fact that the timing for posting the direct price is a crucial problem for manufacturers. That is, the existing marketing literature treats the order of moves of channel members as exogenously given, which is rather surprising because each member is expected to maximize its own profits in the context of a standard price-setting game. From a multichannel management perspective, this paper addresses the issue of the endogenous order of moves by adopting the established observable delay game framework (e.g., Hamilton and Slutsky 1990). Therefore, it is worth noting that the present paper is the first to introduce the idea of endogenous choice of decision timing in the field of marketing research. Our findings imply that the addition of a direct channel and the posting of a direct price after the sale of a substantial number of products through a traditional retail channel—a common multichannel strategy in practice—is inferior from the viewpoint of overall profit maximization. If a manufacturer employs such a strategy, it fails to coordinate the marketing channels and to maximize the channel profits. Indeed, as noted at the beginning of this section, many dominant manufacturers in various industries have withdrawn their direct channels. Our model effectively explains such real cases, providing useful managerial insights for business practitioners.

부동산 등의 자산을 충분하게 보유하지 못한 IT 기업 내지 신설기업 등이 운영자금의 조달함에 있어서 채권의 유동화는 중요한 수단으로 기능하고 있다. 그 법률적 수단으로서의 지명채권 양도의 공시방법을 현실적 요구에 맞추어 개선하는 일은 시급한 과제이다. 때 맞춰 2009년 민법개정위원회에서 지명채권양도의 공시방법을 논의 중이다. 민법의 적용영역 내지 범위가 일반적인 사항을 규율하는 것이라 할지라도, 실제의 거래의 요구에 의하여 민법상의 지명채권양도의 공시방법과는 다른 공시방법을 채택하는 특별한 사항이 증가하고 있는 사실은 위의 논의의 실효성을 담보한다. 채권양도의 공시방법을 정비하는 것에 대한 전향적인 태도가 요구되고 있는 실정에서, 본고에서는 등기의 공시방법을 제언하고 있다. 이는 지명채권양도의 공시방법에서 발생할 수 있는 거래 불안, 고비용, 이중양도 등의 문제점을 극복하는 방안이라 본다.