This paper utilized the dual coding theory (Yang, Hlee, Lee, & Koo, 2017) and theory of latent state–trait (LST) (Steyer, Schmitt and Eid, 1999) to the application of consumer impulse purchasing behaviors and further revealed that the number of reaching can thus be identified as a trigger for impulse buying on social media. Three inputs (number of color, text length, number of photo) and three outputs (number of likes; number of comments, and shares; and number of clicks on post) are used to develop this marketing message performance assessment model in the social medial based on the literature and expert opinions through data envelopment analysis (DEA). The disaggregate efficiencies are also assessed in order to improve the individual input resource performance in a total-factor framework. Resource-saving target ratios (RSTR) for 60 marketing message in a five-star hotel chain. The empirical findings indicate that the average total-factor text length efficiency (TFTLE) is worse than the total-factor photo efficiency (TFPE) in the Facebook platform in the five-star hotel chain. This result suggests that photo message is more attractive for viewer than the text message. Managerial discussion and the future studies are discussed.

본 연구에서는 50대 택시 운전자를 대상으로 동작 신호인 Jerk-Cost function(JC)와 차간거리의 분산계수(Anterior-Posterior Coefficient of Variation, APCV), 차선이격거리의 분산계수(Medial-Lateral Coefficient of Variation, MLCV)와 같은 차량 통제 데이터를 이용하여 운전 중 문자 메시지 전송 또는 네비게이션 검색과 같은 동시 과제 수행이 운전 수행 능력에 어떠한 영향을 미치는지를 알아보고자 하였다. 남성 14명과 여성 14명을 대상으로 실험을 진행하였다. 피험자는 일정 속도(80km/hr or 100km/hr)로 주행하는 선행 차량과 일정 거리 30m를 유지하며 주행하도록 하였다. 처음 1분간은 운전만을 수행하게 하였으며, 다음 1분 동안은 운전만을 수행하거나 운전과 함께 동시 과제를 수행하도록 하였다. MLCV와 APCV는 80km/hr와 100km/hr 주행 시 Driving only에 비해 Driving + Sending Text Message(STM)와 Driving + Searching Navigation(SN)에서 유의하게 증가하였다. JC 또한 주행 시 Driving only에 비해 Driving + STM과 Driving + SN에서 증가하였다. 본 연구를 통해 운전 경력이 길고 운전 전문가라고 할 수 있는 50대 택시 운전자도 운전만을 수행하는 경우에 비해 운전과 함께 문자 메시지 전송 또는 네비게이션 검색 과제를 수행하게 될 경우 동작 패턴이 거칠어지고 차량 통제가 어려워진다는 사실을 도출할 수 있었다.

The purpose of this study was to investigate the effects of the secondary tasks such as sending text message (STM) and searching navigation (SN) on skin conductance level (SCL) and deviation of vehicle speed during driving. The participants included 30 he

Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers‟ attention (𝛽= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.